Mention SEO and you’ll likely get one of three responses – confusion, fear, or indifference.

And some think SEO is no longer important, but you still need to use certain keywords in your content and social media to be found in searches.

Many people don’t want to touch SEO because the rules keep changing, and who has the time to keep up with all that?

But, really, Search Engine Optimisation is simple if you remember a few important points.

No More Keyword Stuffing

Gone are the bad old days of keyword stuffing, dirty tricks, and boring content that’s so obviously not written for people to read.

Google has made it all so easy now with its artificial intelligence, Rank Brain, which reads and evaluates your pages the same way people do – so just write for your target audience. I’ve been saying it all along …

Good content that resonates with your readers, answers their questions, and does what you intended it to do will always rank better.

That’s because your visitors stay on your site, click on your call-to-action, share your content on social media, or click to other pages within your site. All this tells Google that your website is good, and useful, and it will reward you by giving your ranking a boost.

But You Still Need Keywords

Of course, there are other things you can do, and I’ll go into more detail in future articles, but for now we’ll focus on easy things you can do to optimise your content, and therefore your website.

You need to start by finding the best keywords to use. Google’s keyword planner will give you some basic information and general trends, but if you’re serious about SEO you’ll need to use something that provides more data. Tools like semrush.com and wordtracker.com are good investments. There are a lot of different tools out there, you’ll need to shop around to find the right one for you.

It helps to use your keywords not just in the content itself, but in the headline, tagline, and subheads.

The headline – or title – of your content is also the clickable link that’ll be seen in the search engine results. Make sure it’s interesting or intriguing enough that people will click on it.

The content your visitors can read is called on-page SEO, but there are some tweaks you can make behind the scenes that only search engines can read.

What Else Can You Do?

Writing a good meta description for your content, with relevant keywords is just as important if you want to rank well.

Your site’s Domain Authority is another major factor in effective SEO. Good links, backlinks, and how long your site has been around will all make an impact.

Quality backlinks – links from other sites to your content – from sites with good domain authority tells Google you’re a trusted and respected site. When your backlinks come from trusted sources your site gains some of that trust too. A bit like having good testimonials from respected professionals in your field.

Just Deliver The Goods

No one really knows what Google’s algorithm is but if your website content is written for real people, is engaging and solves their problems, that’s all you really need.

The best thing you can do is check where your site is ranking, tweak your SEO, and study the sites that rank higher than you to see what they’re doing differently.

It all comes down to finding your target audience, being authentic, and delivering the goods.

I may have mentioned that before …

 

KEEP THE FAITH

 

There’s a lot of advice around about following your passion if you want to be happy and successful.

Most of us have heard: Follow your passion and success/money will follow.

But if you Google ‘follow your passion’ the first page is full of advice about NOT following your passion.

So what’s going on here?

Doing something you’re passionate about is never bad advice, and quite often is where you’ll find success/money.

And happiness …

Passion = Happiness

I think following your passion, or your bliss, or your dreams, is too open to interpretation …

And far too vague …

It’s more about doing what you know …

There are some things you know more about and have more experience with than 90% of the population.

Passion doesn’t always enter into it, but often does.

And if it’s something you enjoy, then you’ll be good at it …

Because you enjoy it.

And presumably you indulge regularly.

Passion = Interest

There’s a good chance others are also interested in it …

And that’s where mining your experience and knowledge can really pay off for you.

When you do what you know, there’s no steep learning curve.

Of course, it’s unlikely you know everything about it, so you’ll want to learn more …

But you already ‘get it’ …

So there’s a good chance reading and learning more will be fun and interesting. And something you’d do in your spare time anyway …

My Passion …

When I first started writing web copy I would write for anyone who needed my services. On any subject, even some I knew nothing about.

The research I had to do to be able to write about new topics was taking up most of my days – I’m nothing if not thorough.

Then, I’d write my piece, and get paid. And I’d know a lot more about that industry than I did before I took the job …

But then I’d move onto another client and another subject, and it would start all over again.

My general knowledge was a mile wide, but only an inch deep …

And I was working long hours for little reward – I don’t really need an in-depth education on verandas and pergolas, or big screen TVs.

They are fine subjects, but they’re not for me. I’m not passionate about them, and it showed in my writing.

Now I write about things I care deeply about: natural health, personal development, and animals …

And I really walk my talk …

I love writing about them, I have plenty to say, and my excitement for them bursts out of my writing, and inspires others.

And best of all, because these topics are a part of my life, and have been for many years, I don’t need to spend so much time on research.

I can mine my many years of experience …

And I can be authentic and passionate in my service to others.

Passion = Authenticity

There are plenty of companies out there peddling services and promising the world …

They sound good at first …

But there’s no enthusiasm or excitement so they consistently under-deliver lacklustre services, and their customers are left disappointed and unhappy.

When you’re fired up and driven, you’re also genuine and authentic.

People are drawn to authenticity. They themselves feel more authentic when they see it in others …

When you do what you know consistently, you become an industry expert …

And your dedication to that industry shines through in the work you do.

Passion = Purpose

Think of it more as purpose. Your purpose in life …

But there should be passion in your purpose …

I think the original advice is still good, but it’s been misinterpreted …

Perhaps it should be ‘follow your purpose’ –  your mission in life.

And to find that, well, you’ll need to feel the passion.

I’m all for passion, in everything you do. The world needs passionate people – there’s too much apathy and indifference …

If you can swing it so your passion is your job, then use your job as a vehicle to fulfil your purpose …

What’s not to love about that?

 

KEEP THE FAITH

.

Previously I’ve talked about building your email list as one of the most effective ways to add value to your clients and prospective clients, and to generate leads.

But sending compelling emails isn’t the only way to do it …

What about direct mail campaigns, social media, landing pages, banner ads, and LinkedIn?

And the content on your website – blog posts, videos, product descriptions, white papers, case studies, sales pages, infographics, and webinars?

They’re all designed to persuade people to say yes to your offer.

So which ones are the most effective?

And do you have to use them all?

I guess that depends on how good your lead generation is now.

Every business will already be using some of the above – if not all (for the energetic and enthusiastic marketers among us).

If your sales are down and you need more sales leads it can only help to devise a marketing campaign using channels you haven’t previously tried.

So which ones are best?

We’ll start with how you’re driving traffic to your site …

The best content in the world is worthless if no one sees it.

Direct mail campaigns coupled with banner ads and landing pages are sure ways to drive traffic, and organic search is second only to email for bringing eyeballs to your content – as long as your website is optimised for search.

Social media can’t be ignored anymore – it isn’t going away

Promote your captivating content on Twitter and LinkedIn, they’re the biggies in B2B, but B2C marketers will benefit from using them too.

Then there’s Facebook, Pinterest, Google+, and all of those others, with new ones popping up almost daily. All valuable depending on the type of business you run.

Try and stick with just two or three relevant social media channels. You don’t want to spread yourself too thin. You’ll look needy and desperate if you try to have a presence on every channel. And hire a social media expert to do it for you. No one has the time and skill to run all their marketing campaigns effectively.

As I said in my last post, hire a professional to do the things you can’t do yourself, for whatever reason.

Right, so now you’ve piqued the people’s interest, and they’re eagerly flocking to your site.

You’d better have the goods to back up the claims in your advertising.

When it comes to website content more is better

And all different types …

People have their own favourite type of media, that they relate to best, so have blog posts, white papers (for B2B), case studies, sales pages and exciting sensory product descriptions for those who like to read.

For your more visual visitors give them videos, webinars and attractive infographics.

You can turn some of your text-based content like case studies and sales pages into videos …

And product descriptions translate particularly well to video. It’s so much easier to persuade people if they can see the product being used – think TV infomercials.

So there you have it …

Email is still number one, but there are lots of other ways to get attention, show you have the solution to people’s problems, and keep them interested until they’re convinced.

Just remember, the longer you can keep them on your site, the more chance you’ll have to turn them into customers …

But you’ve got to get them there first …

Keep testing, and use what works for you.

Keep The Faith

 

 

 

 

Here’s a cautionary tale – well, two cautionary tales – about over-estimating your abilities, and trying to save a buck.

Now this can apply to your business, your copy needs, or even a website overhaul.

Or anything else, really …

I recently rebranded and changed my web hosting, within months of each other.

Yeah, I was just asking for trouble.

First the change of website host …

I’d had good service with my previous host, but I didn’t like their attitude – they were less than friendly, and liked to go ahead and do their own thing, at my expense.

But still, good service, and fast website loading – but my server was in the U.S.

I did some Googling and found what I thought was a good deal on web hosting. The server was in Australia, and the price was in Aussie dollars.

They came highly recommended, with great customer testimonials.

And unlimited everything – that should have been my first red flag. Even though I use very little of the servers resources with my websites.

After signing up with them for three years, I found out the server is really in Canada, somewhere …

Second red flag – they were deliberately misleading.

But still, they were a big help with my website migration, and everything went smoothly.

I was back online, with all my website files now in Canada, somewhere …

Then came my recent rebranding …

Sure, it’s a big deal but I have a degree in computer science, and I love to tinker with website design, I just don’t have the time.

But this was my website, so I made the time, rolled up my metaphorical sleeves, and I did it myself.

Or tried to …

Now here’s where I’ll mention two old adages that most people are familiar with, and you’ll have a fair idea where this story is headed.

You get what you pay for, and …

The best laid plans …

I was fast becoming a double adage cliché …

Turns out I’m either too picky, or not as good at website design as I imagined myself to be …

I’m a professional copywriter, not a professional website designer.

Something I was reminded of daily as my rebranding efforts dragged on, and my website continued to be offline …

I’d said two weeks – plenty of time to get it all working, and just how I wanted it, right?

Try six weeks …

And some sage advice from a website designer.

Someone who doesn’t just tinker in her spare time, like me, but a real professional who does it for a living.

She wisely advised me to stick to my own profession.

So I wrote her some great web copy, she saved my website, and we’re both happy campers.

And there folks, is the first lesson …

Stick with what you’re good at. And if you have a side interest you love but rarely have time to practice, you’re not as good as you think you are.

If you spend your time doing what you do best, you can afford to pay another professional to do what they do best.

Which leads me to the second cautionary tale …

My new website wasn’t such a hit with my new web hosts.

Despite still using minimal resources I was getting complaints that I was using too many resources.

I wasn’t, but I tweaked, and I appeased …

And the complaints kept coming …

Now I was staring at a field of red flags, with new ones popping up all the time.

*Sigh*, you get what you pay for. Lesson number two …

To save my sanity, and the rest of my hair, I sheepishly moved my website to a server in Australia, and a new, very sympathetic, web host.

They cost a little more – only a little more – but it’s oh so worth every cent.

They’re fabulous, and I’ll never leave.

That’s the true value of good service …

No more website stress. I don’t have time for that, I have a business to run.

And so do you …

When it comes to your business, don’t cut corners, don’t be cheap, and don’t try to do it yourself when it’s not your specialty …

It just isn’t worth it.

I dare say you have a few horror stories of your own, and you’ve already learnt this lesson.

If only I’d practiced what I preach …

Lesson learned.

Keep The Faith

 

If first impressions count – and we know they do – then your home page has to do a lot of work.

Your website may have thousands of pages, or just a few, but many people won’t see them if your home page is confusing and uninviting.

Just as books are judged by their covers, so websites are judged by their home pages.

What your visitors see when they land on your home page is the difference between whether they stay, or whether they click away in a hurry.

You know yourself how fast you want to get away from those home pages that are in-your-face, cluttered, hard to navigate, badly written, just plain ridiculous, or all of the above – I’ve seen too many of those.

It May Be Your Only Chance …

Your home page is usually your one chance to let your reader know they’re in the right place.

It’s the place to answer your task-oriented visitors’ questions. And then to guide them to what they’re looking for.

It needs to be compelling, and grab their attention quickly.

And it needs to answer their main question: What’s in it for me? Your visitors are looking for solutions to their problems.

It should also have the information and the navigation to help your reader find what they’re looking for on your site.

Nothing is more frustrating to the visitor than knowing you have what they want, but being unable to find it.

Keep It Real …

Write clearly, and in the language of your target audience.

And keep it conversational and friendly. People deal with other people, not a cold, sterile corporation, so keep it real.

And never assume that people know who you are and what you do, or even anything about your industry.

They could be first-time visitors.

Clearly explain what you do and how you can help.

Anticipate any questions people might have, and answer them.

Use An Attention-Grabbing Headline

The headline – the first thing they see – must convey a benefit to the reader, preferably using the keywords they used to find your site.

This is where you’ll need to do some research into who visits your site, and what keywords they’re typing into the search engine.

Try to imagine how the visitor is thinking, and what they might need to make their life easier.

That’ll give you some insight into their problems, and help you provide a solution for them.

Then tailor your headline – and your copy – to address that.

That alone will tell people how your product or service is better than anything your competition offers …

Because it focuses on the customer, and lets them you know you understand their problems.

Check Out Your Competition

By all means check out your competitors’ websites – and aim to do a much better job on yours, with better service.

If you can quickly tell your visitors you have the answer to their problems, and where to find it on your site, why would they go anywhere else?

By making everything easy for your visitors you’ll differentiate your company and its services, and position it way ahead of your competitors.

Your Website’s Front Door

Think of your home page as an introduction to your company. You’re not trying to sell anything yet, you just want to tell people what you do, and who you do it for.

They’ll be able to make an informed decision as to whether they’re in the right place.

Remember, your home page is not just an advertisement for your company, it’s the front door to your website – make it inviting so people will want to come in and stay.

 

KEEP THE FAITH

Every website has an About page where you can learn more about the people and the company.

Perhaps yours has some background information, and a history of your company. Nothing special, after all, no one really reads that stuff, do they?

Well, it turns out that, yes, they do.

You’d be surprised at how many potential customers check out your About page after they’ve scanned your website and determined they might like to do business with you.

You may have even done this yourself on someone else’s website.

But Here’s Something You Should Know …

Your About page shouldn’t be about you so much as it should be about what you can do for your customers, and how you can solve their problems.

It’s not a resume, or an autobiography.

But it could be a deal-breaker.

No one wants to read an in-depth life story about how amazing you think you are, how you’ve struggled to make it in business, or what you did on your last vacation.

They want to know what makes you different from everyone else out there, and how they’ll benefit from doing business with you.

Notice the focus on the visitor, not you.

And since your About page is important space, what the visitor reads there could make all the difference.

They could find just what they’re looking for to help them make a decision, something they may not find on your home page, or on your products and services page.

So What Do We Put In, And What Do We Leave Out?

Of course you can tell your story. But make it short and interesting. Not a history lesson.

Mention only those points that are relevant to your customers’ needs.

Go easy on the bragging rights. It’s fine to mention a few of the big wins, but you want to come across as human, not a massive, uncaring corporation.

People like to know they’re dealing with other people, just like them.

Use a friendly, conversational tone – you don’t want to use a third person reference. It comes off as cold and arrogant, and so blah blah blah …

Write in the first person perspective, and be sure to mention your primary goal – to help your customer. That is why you’re in business, isn’t it?

Try To Sound Authentic

Tell them why you do what you do.

And if you’ve made mistakes along the way – and who hasn’t? –  then mention those. Everyone makes mistakes, it’s all part of being human.

Just use discretion here – they don’t want to know everything.

This is how you’ll connect with your readers, they’ll be able to relate to you better.

People don’t want perfection. And they’ll never believe you’ve achieved it, so be truthful.

Add Attractive – But Relevant – Pictures

A big block of text is sure to make the most avid reader’s eye glaze over, so add some visual interest.

And lots of white space.

And Let Others Do The Praising

The About page is also a good place to include some trust-building testimonials. Let your happy customers speak for you. And using images of those happy customers adds even more appeal .

Once you’ve convinced your readers that you can solve their problems, make sure you include one call-to-action. Whatever it is you want them to do next – click a link, sign up for something, read your blog – just make it the one thing that will move them along.

And only one. Don’t confuse people by giving them too many choices. You might find the choice they make is to check out your competition.

If you do it right, your About page could be your visitors’ first step into your sales funnel.

 

KEEP THE FAITH

 

 

 

Some claim that landing pages and sales letters are the same thing.

Now, most landing pages are sales letters, but not all sales letters are landing pages.

Therefore, not the same thing.

And the two terms aren’t interchangeable.

Not all landing pages are created equal – I could also say the same of sales letters but one thing at a time …

A landing page is a stand-alone page that isn’t a permanent part of your website, and it doesn’t link to your website, it only links to the order device for your product or service.

It is written for a specific purpose, to cater to traffic sent from a specific source.

It’s the sales page where your traffic lands after they’ve clicked through from an online ad, an email, a social media post, or even an organic keyword search.

They’ve clicked through because they want more information, and they want to buy what you’re offering.

You’re already halfway to making the sale so make it easy for your visitors.

Use these tips to increase your conversion rates:

• Know what you want to achieve.
• The source of your traffic can give you an insight into your visitor’s intentions. A single landing page can’t address a broad range of intentions. Use as many different landing pages as you need to target specific visitors.
• The better you know your target audience the more relevant you can make your landing pages. You know what drove them to your page, so you already have some information about them.
• If you have a campaign targeting 10 different keywords, you may need to have 10 different variations of your landing page – do what works for you.
• Always test different versions of the landing page to find what works best. Use different versions based on how much the visitor knows about your business, your product or service.
• Make sure the visitor arrives with one intention, and they can satisfy that intention on your landing page.
• Use the same words and phrases. The same look and feel as the traffic source that sent them there. It’s about continuity. Your landing page must be an extension of your ad. This has a significant impact on conversion.
• Whatever the call to action was in your ad/email, it needs to be repeated on the landing page so they know they’re in the right place. If the landing page looks different they’ll get confused, frustrated and click away.
• The headline must be connected to the headline you used in the ad – again, continuity.
• Keep it clean and focused. No links to other pages. Just the link to the buy now, or sign up device.
• Offer immediate gratification – people want things instantly. Remove all obstacles – make it easy to them to get what they came for.
• The more complex the item, the longer the landing page. You need to include all the information people will need, plus address any questions they may have.
• Overwhelm the reader with your promise.
• Don’t waste people’s time. They’re there because they showed an interest, keep them interested and engaged.

What about those landing page templates you’ve seen others use?

Sure, they’re fine if you want to look like every other business out there.

Most of them can’t be customised your way to ensure best practice and high conversion.

If you don’t care about your brand and your reputation then I say go ahead and use an instant landing page. There are plenty to choose from, and they all look similar …

But, if you’re reading this, I know you want more. And I know you have high standards, too high to use generic products that brand you as a me-too business.

A good copywriter can write landing pages that you can re-use. Your own customised master landing page …

To keep your brand looking professional and polished.

Not a cheap, one-size-fits-all template …

Your business is better than that …

Here are some design features you’ll get when you have your landing pages written by a professional:

• Always single column pages. No sidebars. No other ads. You want your visitors to start at the top of the page and read to the bottom, with no distractions.
• Just like any sales page, your headline needs to get their attention and keep them reading to the next line, and the next … In eye-tracking tests, the further people look down a web page, the more their eyes drift to the left side of the page. So write your key phrases and benefits at the beginning of heads and subheads, even links. Most people don’t read the entire subhead, they look for the benefit – put it first.
• Use the same colours and fonts as your branding.
• Use images to hold interest. Have a ‘hero shot’ of the product, or a representation of the main benefit of your service. On the left side so people can see what they’re buying. Even if it’s only a download, people want to see what it looks like. People like to see something visual. Many e-books are shown as a hard cover book but it doesn’t seem to matter to people. It just adds to the appeal of the product, and the urge to buy.
• Make the cover appealing and easy to read – obviously the same as the cover on the product they’ll be getting.
• Nest your opening copy around the hero shot against the left margin. Because the text is written from left to right, the image draws the eye to the left and keeps people reading. Placing the image on the right draws attention to the wrong side of the page.
• The image attracts the eye so it’s a great place to add information to get the reader excited about buying. Remember, some people will scan the page for key text before reading the entire page. Always cater to the scanners. Be sure to communicate the main promise, features and benefits in the scannable text. People need to be able to find the information they want with a quick glance/scan.
• Everything that matters should be at the beginning of all your scannable text – headline, subheads, captions, and links.
• Add a caption to the image. Say what matters most, don’t just restate what’s on the image. State or repeat key sales points, urgency, benefits, your guarantee, or main features if it’s B2B.
• Never put a link under your image. You want people to read from top to bottom and then take the desired action. Links in other places will distract them and they’ll click away to another page.
• If your page is short and focused put your call-to-action at the bottom of the page. However, if it’s longer you can sprinkle Buy Now buttons throughout, for people who don’t need to read the entire page to make a buying decision. Don’t use giant, brightly coloured buttons throughout your text – people will feel like they’re being rushed. Use a Buy Now link. You want to build trust and confidence, and reduce the level of perceived risk.

By using best practice and customising your landing pages for maximum functionality and conversion, you’ll attract new, high-quality leads and customers.

Remember, you’ve worked hard to build your good reputation. Always protect your brand. Don’t take shortcuts, and don’t do anything sneaky or underhanded.

And, as always, make it as simple as possible, but no simpler.

 

KEEP THE FAITH

 

After checking out your competition’s website you’re horrified to see that it looks so much better than yours.

And they seem to be doing more business.

You’re as good as they are – better, you secretly think. Wait, no, you are better, people tell you all the time how good you are.

You need to step up your game and make your website, and your marketing, work harder for you.

You need to entice people to try your product or service so you can show them you’re better than the competition.

There’s no one on staff who’s up to the task so you decide to hire a professional freelance copywriter. Someone who’s familiar with your business and can generate leads with compelling content on your website.

But what should you look for in a good copywriter? How will you know if you’re choosing the right person? What questions do you ask them before you make your decision?

By now I hope you know that when it comes to writers, you get what you pay for.

So, no content mills for you. Your reputation and your integrity are at stake. You’ve seen those websites with poorly-written, boring content so crammed with keywords that it doesn’t even make sense.

No one wants to read that. And no one takes that business seriously. How can they? If the website’s a joke then surely the product or service they’re offering must be questionable too, right?

In my experience, if a business skimps on website content and other marketing materials, then it’s cutting corners in other places too.

And I’m not the only one who knows that.

If you need someone to write captivating copy for your website – and trust me, you do – here are some things to think about when you hire a professional copywriter.

Have an Idea of What You Want to Accomplish

What kind of content do you need?

A complete website overhaul?

An email campaign to bring in more leads?

Regular blog posts?

Lead generating content like white papers or case studies?

Landing pages, or sales letters?

Perhaps a bit, or a lot, of everything?

Have a general idea of what you want to do and hire a copywriter who specialises in it. Not someone who is trying to be all things to all people.

No one can do an excellent job on everything. There isn’t enough time to learn and master it all.

Industry Specialist or Copy Specialist?

If you need different types of copy you’ll be better off hiring a copywriter who is an expert in your industry. Usually someone who previously worked in the business and understands it.

They’ll know how to relate to your target market and write the best copy for you.

If you only want a particular type of copy, say, white papers or case studies, then you may want to use a copywriter who has substantial experience writing them.

No one writes a better case study or white paper than a dedicated copywriter who specialises in that type of copy.

Are They Reliable and Easy to Work With?

Finding a copywriter with knowledge and ability is only half the battle.

Many freelancers are flaky and fickle. They have no respect for deadlines or other people’s time, and some get downright hostile when you suggest edits to their work.

Stay away from these prima-donna and fly-by-night types. They’ll make your life a misery.

You deserve better.

Find a copywriter who will respect your time, and your opinion. Someone who submits good clean copy on time, and will listen to your concerns, and revise and edit accordingly.

After all, it is ultimately your copy.

Is This a One-Off Job or a Regular Thing?

Your website is going to need a lot of copy, and it’s going to need that copy maintained and updated regularly.

One way to make your job easier is to find a good copywriter, and when you do, hang on to her. Make her your go-to copywriter.

Not only does it save time and hassle looking for new writers – and finding only the flaky, unreliable ones – but you’ll also benefit from her unique perspective.  A fresh pair of eyes and an unbiased opinion.

Most good copywriters are also marketing experts. They can advise you on what works, and they’ll be there to help you with your marketing. They’re committed to your success.

And the more they work with you, the more they’ll know your business and the better your website copy will be.

Never Settle for Mediocre

Your business, and your website aren’t mediocre (I hope), so don’t settle for mediocre, me-too copy. There’s enough of that already.

Attention to detail and exceptional quality on your website will show you care. And if you care about your website, then you care about your customers.

Wouldn’t you rather buy from someone who cares?

Show your customers how much you care about their user experience.

They’ll see for themselves how superior your business, and by extension, your product or service is.

When it comes to websites, first impressions are everything.

 

KEEP THE FAITH