3 Online Website Tips to Build Trust and Win More Sales.

3 Online Website Tips to Build Trust and Win More Sales.

 Improve the User Experience

 

If you had a shop and the only way customers could access this shop was by climbing three flights of stairs, knocking on the door, then waiting for 30 seconds to be allowed to enter. Then when they finally gain entry they have to fight their way through a complicated maze to reach the check-out. Your shop would probably have very limited footfall, a low sales conversion and very few customers who would come back or recommend you.

 

Clients don’t want to climb up stairs, knock on doors, wait, fight through a maze or see unrelated information.

 

Today’s Clients want exactly what they were looking for, RIGHT NOW!

 

As a business owner, getting targeted visitors on the Internet can be easy. However if you don’t know where to start it can also be very difficult and at times, costly.

 

When you put so much effort into attracting visitors to your website, the last thing you want them to do is to leave before following your call to action, either because they didn’t like your content, were confused by the layout or it simply wasn’t clear what they were supposed to do next.

 

Google’s goal is to provide the user with the most relevant and best search experience possible.

 

When a user lands on your site, courtesy of a Google search, will they be satisfied? Will your information be relevant to that search term? If over a period of time people leave your website prematurely then your Bounce Rate will increase.

 

Google is inclined to believe that a web page with a high bounce rate is not answering the users’ search queries, so the search engine will eventually move your page further down the ranking and replace it with another page that it feels can provide a greater experience for its customer.

 

Develop and Implement a Content Markting Strategy

 

content marketing

 

On the Internet the content you create is the fuel for your website. Without the creation of fresh and relevant content that attracts readers, ignites conversation and encourages social media sharing, then both users and search engines will lose interest in your site and go somewhere else.

 

Think of it like this, would you continue visiting the same cinema that showed the same movie over and over again? No, you wouldn’t. And neither would anyone else, they would simply move on to the next cinema to see the latest Blockbusters.

 

The same goes for your website, if the information is stale and out of date people move on. As a business owner it is not easy to produce content on a regular basis but the truth is you should be or you should have a content marketing strategy in place where a member of your staff produces a piece of content each week in line with the theme and brand of the company. Just think about the most common questions that your clients ask and use that as your basis of a content marketing plan.

 

However you decide to create content, whether it’s yourself, staff or outsourced, it doesn’t matter as long as the content is of high quality and relevant. The greater the quality of the content then the greater the chance of the content getting Liked, Tweeted, +1 and generating extended visibility and SEO benefits via social signals.

 

Build and nurture relationships

 

Approximately 96% of visitors that come to your website are not ready to buy. Therefore you need to make sure that your website speaks directly to that golden 4% that are ready to buy right now but you do not neglect the 96% who may be in need of your services in the future.

96-percent-of-website-visitors-are-not-ready-to-buy

 

 

Take a proactive approach to capturing leads through a variety of appealing offers that target customers at different stages of the purchasing cycle. Make sure your calls to action lead to a congruent lead capture page so that you can gather their email address and begin a lead nurturing campaign.

 

In order to generate new leads and sales send an email, or a series of emails, to your existing database- or invest in a mailing list so you can inform those that have shown interest in the past, or people who fit your targeted demographic, about your expertise.

 

Make sure that you follow the Privacy and Electronic Communications Regulations:

  • Have the person’s permission to send the email
  • Provide a means for the recipient to unsubscribe from future mailings.

 

Email should be an integral part of your marketing campaign, as such there should always be a method for new visitors of your website to sign up to your mailing list so they can learn more about how your business can help them solve their problems and position you and your business as the experts to do it.

 

A good way to incentivise this is to provide a free giveaway; this could be a series of videos, a report or an eBook that would be of value to your potential clients and in the process help highlight your expertise in your field.

 

Online marketing is more than setting up a website, putting up a few adverts and sending a couple of promotional social media messages. Online marketing is about providing an excellent online experience, and establishing your company and employees as experts to increase your value to customers and make them more likely to buy from you.

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Is Your Brand Becoming A Publisher?

Is Your Brand Becoming A Publisher?

Is Your Brand Becoming A Publisher?

content marketingAccording to a new study conducted by econsultancy nearly three quarters, 73%, of all digital marketers surveyed stated that their brands are becoming publishers.* And becoming a publisher means you need to produce quality content to market.

Content as a form of marketing has been around forever. You walk into B&Q and you can pick up handy “how to” manuals on nearly everything that could possibly need doing in your house. Instructions and of course all the B&Q tools you need to do it. At Tesco when you are packing your shopping into your bags there are hordes of the latest magazines with new recipes and style ideas showcasing all of their products.

The focus of content marketing by businesses is to unlock the buzz about their brands by producing work that is:

  • Relevant: Putting them on the customer’s radar. After all if you are not on the radar screen then you can’t cut into their consciousness.
  • Accessible:  If your brand is not targeted at the right audience then however good the message is you will struggle.
  • Different: Being the same as everyone else is not enough. The internet is flooded with new content on a daily basis so make sure what you produce is buzzing with originality.

What Types of Content Can be Produced?

On the internet there are many forms that content can take and also many platforms that content can be published to. This gives businesses a great opportunity to increase awareness and reach out to as many targeted people as possible. Content can be published in the form of:

  • Social media
  • Email
  • News or feature articles on your own website
  • Press releases
  • Blog Posts
  • Videos

The graph below shows the types of content which both in-house marketers and agency clients use to spread the news about their brands.

What Prevents Effective Content Marketing?

Ask any business owner if they had an extra hour or two per day to design, create and distribute content and you would be met with a snort of derision.

Creating content is not easy and requires resource, however all content that you create and promote online is an asset for your business. It will always be there and will always be available for you to repurpose and place on other platforms.

Even if you only have time to produce one piece of content a week over a year that is 52 pieces of content that could be on different platforms linking back to your business and highlighting your business to new and existing clients. Keeping your brand current and alive in their subconscious for the next time they need your service.

Business owners, brands and advertisers are realising that by creating their own content they don’t need to pay for advertising space, there is greater control over how their brand is portrayed and ideally the opportunity to create a more in-depth and involving interaction between the consumer and their brand.

With more devices connecting to the internet each and every day giving consumers a greater opportunity to connect with businesses and brands, content marketing is only going to become even more popular. So the question is, is your business going to be a publisher?

Let us know by leaving a comment below.

Source: Content Marketing Survey Report

Website Optimisation – Make it to the Top in 10 Easy Steps

Website Optimisation – Make it to the Top in 10 Easy Steps

Website Optimisation in 10 Easy Steps

website optimisationAs a business owner who is looking to leverage the power of the internet to increase sales and drive revenue your aim is to get your web pages listed on the first page of search results, which with many thousands and often millions of competing search results appearing for any given term, is a tough, tough task. As Google receives the lion’s share of the all search queries, a techradar.com report, showed that during May 2012, Google took a 91.17 per cent share of the search market in the UK, this post will focus on website optimisation strategies that you can employ to improve your business standings in search and the results it brings.

10 Website Optimisation Techniques for Prominence in Google.

1. Content is, and always will be, King.

A bulk standard five page website, that consists of home page, about us, products and services, FAQ and contact us, is not good enough to deserve to be placed in the search results pages for anything other than your name. If your internet presence is simply there so people can find you when they search for your name then that is all it is good for. If you want to appear for keyword ideas related to your business then you need to start thinking about publishing content that deserves attention.

This means publishing content related to your business and your industry such as what benefits your business and services can provide for potential customers, or helpful advice on how to get the best out of your products and services. This content needs to be published on a regular basis so that the search engines see that you are attempting to give the user the best possible search experience.

The search engine algorithms are constantly being updated; between 500-600 times a year, each time introducing new methods on best practice website optimisation. However, the one thing that never changes is the search engines require quality content. So be sure to have good, well written and unique content that focuses on your target audience and is optimised for search using keywords.

2. Links are Queen

If content is King then links from high ranking authority sites are Queen. You want to build a network of links back to your site with your keyword phrase as the link. But remember, if there is not a good reason for that site to be linking to you, then you don’t want or need the link as it will actually go against you.

Off page optimisation and link building is important because without links and references back to a web page then it is known as an orphan page, it is alone and no one knows it is there. As far as the search engines are concerned, no-one cares that it is there.

Once the search engines can see that you have relevant links pointing back to your domain and to other pages deeper into the site it will pay more attention as it sees these links as a citation that the content that you have written is of value and therefore will reward you with higher positions in the search engines.

3. On Page Optimisation

As a web user if you search for “red potatoes” and you click on a result you expect to find an article about red potatoes. The first thing that you may look for is the phrases red potatoes in the title

“The origin of red potatoes”

“Red potato recipes”

“12 varieties of red potatoes”

These articles from initial point of view are of relevance, an article titled “the potato famine” may not be relevant to your search and therefore will be placed further down the search engine results pages (serps)

The title is just one of many different criteria such as the liberal use of the keyword phrase throughout the article to remind people of the relevance of the document that search engine look for, click on the following link to find out more about on page optimisation

4. Don’t be vain

Unless your company is Nike or Audi, people are not going to be searching for you by name; they are going to be searching for you by what you do. If you need to include your name put it at the end of the title tag giving your keyword term the more prominent position.

5. Think Long Tail

The chances of ranking for the keyword “SEO “are very, very slim. In fact with 887,000,000 other pages competing for that keyword you probably need to be a genius and have millions of pounds to spend. Instead, choose a long tail keyword phrase that is more exact e.g. “improve search engine ranking”. Then you will find less competition and a more specific audience.

Experian Hitwise research shows that nearly half of all searches conducted in the UK in July 2012 used three or more words. source

If website optimisation for keywords and phrases related to your industry is what you are trying to achieve then go after targeted long tail keywords. Yes there will be less searches but equally there will be less competition and the searchers will be more qualified.

 

6. Think Local

For businesses with a physical storefront or presence, consider using local modifiers within your targeted keywords or phrases. Over 20% of all searches are conducted by people looking for a local product, service, news item or event. So, if your business has a catchment area make sure you include local modifiers when thinking about website optimisation in your key phrase. Instead of “SEO consultant” you may have “SEO consultant Altrincham” to help local searchers find you and reduce the competition.

7. Keep it fresh

The latest Google algorithm update gives more credibility to recent content. That means if you have a static website then you need to consider adding a blog to your website and more importantly producing quality content regularly. The more targeted content that you produce, the greater the chance you have of inciting customer engagement, attracting visibility by search engines and converting those visitors into partners for your business.

Don’t compensate for quality when producing content. It may be tempting to produce vast amounts of content just to get your name out there but this will only hamper your progress. If time is short and for most business owners it is, focus on producing one piece of top quality content a week and maximising the potential of that content by promoting the hell out of it and getting it in front of as many targeted eyeballs as possible.

8. The customer always comes first

Some of the older website optimisation techniques were put in place to trick the search engines into believing their sites were the most relevant in order to get a better position in the serps.

Google is really smart and some of the tactics that used to work no longer stand a chance against an increasingly intelligent system.

Website optimisation is not about beating the system. It’s not. It is about providing an excellent user experience in accordance with the guidelines given by the search engines.

Many companies believe that website optimisation is about beating the system. It’s not. It is about providing an excellent user experience in accordance with the guidelines given by the search engines.

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Google’s aim is to provide the ultimate search experience allowing users to find more relevant information, spend more time on the internet on sites that Google can show adverts to and thus make more money.

If your site interests people then Google will become more interested in your site. Think about satisfying your customer first and Google will love you for it.

9. Technical accuracy

Sticking with the user experience of the customer when thinking about your website optimisation, technical accuracy needs to be considered. An example here would be to use Google Webmaster tools to identify any 404 errors (these appear if a page is no longer available or the link pointing to the page is wrong) and habitually 301 redirect those URL’s to a working web page that is most relevant.

There are many other things to take into consideration, for example, mobile accessibility, submitting a sitemap and load time of your website. Although this might sound daunting and time consuming, the ultimate goal is that if all of these aspects are taken into consideration and ticked off then the user will have a better experience. And yes, you guessed it the search engines will be happier with your site.

10. Be Social

Make your content easy to share and encourage engagement from your audience. The search engines look for social signals that your content is truly adding value to your following. If people take the time to share your content to their online following then it acts as a citation that your content adds value.

After all that we come back to the same point. Content is King -if you write quality content, structured in the correct manner that educates, entertains and informs your audience you will develop an engaged community that shares your material, resulting in the search engine spiders rewarding your efforts.

Think of it as a snow ball effect, the snow ball doesn’t have to start of big but as it rolls down hill it gets bigger and bigger and takes a life of its own. Just like your site or blog, the more and more content you add, the more links you will attract, the larger the number of comments you will receive, the bigger the number of visitors to your blog and as a result you will improve search engine ranking for your site or blog naturally and then all you need to worry about is converting those readers into revenue for your business.

Website optimisation is about providing a great experience for the searcher. That means if the user finds your site relevant to the search term, they spend time looking at what you have to offer, clicking through to multiple pages, interacting with your website and brand by leaving comments and sharing your information on social media then in the eyes of the search engines, your site is worth sending more people to.

Share with us the methods of website optimisation do you use to attract targeted clients to your website by leaving a comment in the box below!

Creating Website Content that Attracts Readers Again and Again and Again..

Creating Website Content that Attracts Readers Again and Again and Again..

Creating Website Content that Attracts Readers Again and Again and Again..

website contentCreating website content that attracts readers, ignites conversation and encourages social media sharing is not easy. In fact, it can be very hard work and for many small business owners and entrepreneurs it can be daunting.

With search engines placing more and more emphasis on fresh, unique content that gets shared across social media, small businesses have to bite the bullet and create content for their websites on a regular basis if they expect to receive any return from their online investment. The content could be in the form of articles, blog posts, videos, press releases or a whole host of other digital mediums. More importantly, the emphasis should be on creating quality content that will stand the test of time and be referenced for years to come.

Why is creating website content that is evergreen so important?

Creating content for websites that is evergreen is one of the most important concepts to grasp. Search engines love new content and are hungry for you to post more and more articles, but if the content that you publish offers little or no future value beyond the date it has been published it becomes outdated very quickly, meaning you could be wasting both time and money. In order to maximise your online presence you need to be creating content that will have people consistently coming back for 2, 5, or even 10 years to come. This is known as evergreen content.

What do you mean by website content that is evergreen?

  • Train your dog not to dig holes in the garden in 5 simple steps.
  • Why an online presence is so important
  • 15 must know benefits of SEO.

The reason that these are good examples is because the process or solutions they describe will not radically change over the next 5 years. On the other hand, if you were to write a piece of content that was titled “5 Business Lessons from Female Olympians” then outside of the Olympic period this soon becomes old news. That’s not to say you won’t get any visitors, perhaps in the short term your website will receive a visitor spike, it is just that after a few months the content will offer less value, and therefore attract fewer viewers.

The greater the amount of search engine optimised content that you create and the more you voice your opinions on topics, the greater chance you have of being heard and connecting with people. Ultimately, building relationships and a network is one of the goals of having an online presence.

What should you consider when creating website content?

Think of your ideal client, or if you are starting out, who you would like your ideal client to be. If your potential audience is 35-50yr old, male sailing enthusiasts, then it is pretty pointless creating content centred on 50 Shades of Grey.

Current news or anything in the main stream (such as 50 Shades of Grey!) may offer a short term spike in traffic but it will be just that. Talking about the news is less likely to bring the long term traffic you want. Instead, provide educational website content that your audience will find and come back to again and again and again. This will give you a consistent flow of traffic for years to come. One of the benefits of writing this type website content is that once you have taken the time to research and create your article, you can reproduce or repurpose that content into many other forms such as Video, eBooks, PowerPoint presentations etc. Linking this additional content back to your site will also increase the number of backlinks for the search engines and more importantly additional eyeballs viewing your branded content.

Click on the following link to learn more about how you can leverage your existing content through inbound marketing

10 Tips on creating timeless website content

  • Stick with the 3 E’s -be Educational, Enlightening and Entertaining!
  • Think of what is important to your clients.
  • What factors will have a long term impact on your industry?
  • What are the 50 most commonly asked questions in your niche?
  • What are the biggest problems faced by your clients?
  • How can your services help them overcome those problems?
  • What are the key terms and phrases used in your industry that clients should know?
  • What questions do your clients ask you?
  • Write a list of Tips
  • Create “How to” articles

There are endless ways to create website content, the point to remember is this: If you want your online investment to drive leads and sales for your business then you need to feed it with great content that is evergreen and follows search engine optimisation principles.

If you have further tips or advice on creating online content then please feel free to share them  in the comments box below.