Website Insights
Welcome to our new weekly Website Insights covering website design, search engine optimisation and internet marketing. Every week we will highlight a particular area of interest and provide helpful advice, tips and thoughts.
Is your website optimised?
“A website that can't be found is like a room without a window."
At a time when the internet is expanding exponentially, it is increasingly becoming harder to be found high in the listings in the search engines results. This is vitally important for the key phrases that are important for a company website that wants to focus on a targeted market whether this is a product, service or geographical area - or more likely a combination of two of these.
By applying a technique called search engine optimisation to a website each of the website pages, that make up the website, can focus on a few identified key phrases that are used by visitors when they carry out a search query in the search engines such as Google.
So how do you go about ensuring your website is optimised.........................
Is your website working?
“If your website doesn't work then why have one?”
Most company websites start out creating high expectations for the company only to disappoint several months later. The website was seen as a new route to market that was going to achieve its objective. This may have been to generate sales leads, increase transactions or get prospective customers to sign-up for services, such as newsletters.
So where did it all go wrong?
Unfortunately whilst many websites are designed to look attractive they are not effective in meeting the objectives of the website. These objectives should have been set when the website was first created. All too often the website objectives are not even considered when the website is initially created.
But there is a solution.........................
Google and the Personalisation of Search
“Every search engine query is created by an individual with a requirement for a unique answer."
Google is continually striving to improve the results it provides, each time you enter a search engine query. But what answers are you looking for and how does Google know what answers to provide?
Google has an incredible database of not only knowing what search queries are entered, but also which answers are then viewed and which are rejected having been viewed. Moreover it recognises which results are more successful as the website users stays on a particular site provided in the search results rather than returning to the result lists. In effect Google can track the series of clicks you carry out and then use this data to improve the results to particular search queries.
But how does it use this tio improve its results.........................
How to Choose a Google Adwords Manager
“Cost effective marketing but only when managed professionally.”
An optimised company website with great content, easy to use and amazing graphics is only an effective website if it can attract enough traffic to achieve an efficient return on investment. But how do you capture those people who are searching for your products and services that you aren’t currently getting? How do you connect with the people who are researching your competition right now?
Enter Google AdWords................................
2010 - The Year of Social Media Marketing
“Listen, respond, engage, convert = customer."
Social media marketing during 2010 will increasingly become more important for companies who will need to take an active role in using social media websites to generate business.
Currently social media websites are very popular for social conversations by individuals but it is slowly starting to be recognised by companies that it represents a route to their market that can be cost-effectively targeted.
Does your company know how to position itself?.
10 Common Website Mistakes
“First impressions count!"
Many company websites are ineffective at generating business because of problems with their websites - often the first contact with a potential customer.
They either have mistakes on the website, don’t create the right professional impression or don’t meet the requirements of the visitor and make it easy for them to convert to being a customer.
All these mistakes are avoidable but unfortunately amongst many small businesses they are all very common.
The Tsunami that is Social Media Marketing
“The wave is coming but are you ready?"
The main objective of your website is to persuade visitors to contact you to generate leads for your company, to develop those prospects and convert them into new and repeat business.
One of the best ways to ensure your website is producing the most possible leads is to evaluate your site from a visitor’s perspective. Look at your website and ask yourself the following.
Every Company needs an Effective Website
“A website can be a key marketing tool or a huge missed opportunity."
If you run a business of any size and you still have not made the jump to the Web, why not? If you know your business can make money online, (i.e. you sell or generate enquiries for a product or service) then investing money to build your web presence is almost a no-brainer. The question then becomes, how to do it right so you can be profitable. It is important to not only consider the website itself but also the online marketing once it has been created.
Turn your website into a lead generation machine
“Give your website visitors what they want, not what you want."
The main objective of your website is to persuade visitors to contact you to generate leads for your company, to develop those prospects and convert them into new and repeat business.
One of the best ways to ensure your website is producing the most possible leads is to evaluate your site from a visitor’s perspective. Look at your website and ask yourself the following.
You can find your website but can anybody else?
“Used wisely it can be priceless, used poorly and its a waste of time."
Today most small and medium sized companies have a website. Some because they think they should, some because others have and some because they think it will positively contribute to their business. But many have a website and then just leave it expecting that it will start to provide benefits to their company.
Maybe it will generate business leads, maybe it will carry out online transactions or maybe its purpose is to get visitors to subscribe for a service. Unfortunately the most likely outcome is that it will provide none of these and the owner will become disappointed with the website and disillusioned with the internet. However your company website could be your most powerful marketing tool but only if managed wisely.
Has your company website got a "Call to Action"?
“There is no point having a lot of website visitors unless they do what you want."
A company website needs to be effective in achieving its objectives. These objectives vary for all sorts of companies. It may be persuading the website visitor to carry out an online transaction, or contact the company via the telephone or email. It could be to get the visitor to fill in a form to subscribe to a service, or receive information such as a newsletter.
On a company website, persuading your visitor to do what you want them to do by carrying out your “Call to Action”, will ensure that you can have a successful website. All websites should have a “Call to Action” embedded within them. Some are more obvious than others but ultimately it is making sure that the company website is effective for the company.
Top 8 Tips on choosing an SEO copywriter.
“Text for websites is very different from brochure text, yet 80% of companies don't realise - do you?"
Text on a website is a very important part of the website because it ultimately determines whether the visitor carries out what you want them to do. Whether this is fill in a form, make an online transaction or pick up the telephone and enquire about your services. But the text is not just important for the human visitor. The search engines that determine where your website is in the important search engine rankings also put a high value on the text.
A website’s position in the search engines shows how effective it is in generating business and so what you don’t want to do is hire a straightforward copywriter, what you need is an experienced SEO copywriter.
How to make your company website more effective.
“If your company website doesn't deliver results, then why do have one?"
The dilemma for many small and medium-sized companies is that they have a website but that it doesn't generate many business leads. The company that owns the website is usually disappointed, as expectations had been so high when originally launched. They may have heard of various methods of making it more useful but aren't sure how to implement these changes or how effective they will be.
So what should they do? If you have a company website like this there are two main questions you need to ask yourself.
10 Top tips for a successful Email Campaign
“Email can be the best source of generating sales leads.”
Email campaigns can enable your company to reach potential customers you don't even know. You can deliver an email to a targeted audience focused on a particular product or service. However in todays cluttered email boxes you need to make sure your email stands out.
Here are 10 top tips to make your email campaign a success..........
Why Small Businesses should use Search Engine Optimisation
“SEO can be played on a level playing field no matter what size your company."
I often talk to small business people who are frustrated at how they believe that marketing on the internet unfairly favours large companies over small and medium sized companies. The big companies have the connections, the money, and the brand name. "How can I compete?" I hear them asking. I always have the same answer - Internet marketing, especially organic search marketing................
To Blog or not to Blog - That is the Question
“Blogging is important - but to who?"
Blogging is a phenomenon that has exploded over the last few years. Currently it is estimated that 92,000 new blogs are created every day — that's about one every second. Blogging is used both socially and also increasingly in the business world but with very different effectiveness. So who gains and who loses...............
Website Templates - You get what you pay for
“Quality has a price - something that is cheap is cheap for a reason"
Many small companies take the approach to having a website by buying a cheap website template. They copy information from a company brochure and then struggle to get it up and running on the internet. The website templates are available on the internet with user-interfaces to choose a range of styles, colours and fill in various boxes with text. They appear relatively cheap with a monthly fee for support and hosting. So what could go wrong?
10 Key Steps to Successful Online Marketing
“The online market is out there - can you find it?"
More and more small businesses find it essential to market their products and services online. Customers are increasingly turning to the Web to research companies, compare product features and prices, and to purchase online. A company that does not take advantage of the Web and email to market their business can lose valuable customers. So how do you make the most of the internet...............
How to Choose a Google Adwords Manager
“Cost effective marketing but only when managed professionally.”
An optimised company website with great content, easy to use and amazing graphics is only an effective website if it can attract enough traffic to achieve an efficient return on investment. But how do you capture those people who are searching for your products and services that you aren’t currently getting? How do you connect with the people who are researching your competition right now?
Enter Google AdWords................................
Is Content King?
“Content influences the decision but Customers determine the decision.”
Today the quality of your content is what determines how successful your website is. You may have a great design that the visitor loves but if the content doesn’t deliver the right information in the appropriate style and context it may all be for nothing.
If your site appears near the top of the rankings for a number of keywords in your particular market, you may get a large number of visitors but how many will actual become customers?.........
Professional Company Image
“Impressions always count.”
In the current economic conditions it is important that all small businesses give a professional image. If they want to gain business and come through these difficult times, then the image a business portrays can make the difference between gaining and losing a sale.
With potential customers having tighter budgets and being more careful on whom they will buy services and products from, the competition to win their business is more competitive than ever. However, many businesses make silly mistakes.....................
Copywriting Text that Sells
“On a website not all content is quality content.”
Many websites have text that informs you about all sorts of products and services that they provide. However there is a big different between providing information to a website visitor and providing information to a website visitor that converts them into a website customer. This is the difference between writing text and effective copywriting text. So what is the difference...............
Your Company Website - is it a Profit Centre or a Cost Centre?
“Most company websites are Cost-Centres - Good company websites are Profit-Centres."
Most companies have a website because they think they should have one, without really thinking why they need one. As a result there is no clear objective for the website and there is no measure of how effective the website performs. As a consequence most company websites are cost centers and not profit centers. What is yours...........
Marketing in a Recession - Can you afford not too?
“Recessions create opportunities but only if you are prepared to take them."
In a recession period, marketing budgets are being slashed as businesses aim to ride out the turbulent storm ahead. Whilst reducing spend wherever possible helps boost quarterly figures, when sales are becoming scarce quietening your voice in the marketplace makes little sense.
In fact, all the evidence suggests that you should be marketing more, rather than less, during a recession............
Search Engine Optimisation vs Pay-Per-Click
“Effective marketing delivers ROI, ordinary marketing just creates work."
SEO is rarely the fastest way to the top of the search engines so you need to be patient. With PPC you can get to the top within a few hours, after setting up the account and “paying” for the relevant keywords. Once your PPC account is set up your sponsored links will be shown alongside the organic search engine listings and the placement is determined by a combination of the cost you pay for the keywords, the relevancy of your ad and your click-through rate. But which is most effective...................
Why every small company should have a website
“No website is the best way to help your competitor"
Recently I was asked , “What's the number one reason a business should have a website?” This is a frequent question that we receive at Website DNA and yet many business owners have no clue as to why they are online. In a nutshell it is a medium that's affordable, more effective and crammed with opportunity - especially for small and medium-sized businesses. Whatever industry or sector you’re in, one factor is common to all companies, and that is the potential websites have for reducing costs and/or increasing revenues. But how and why.........................
Google Adwords - Effective Online Marketing
“Build a website and visitors will come. Build an effective website and customers will come.”
Google Adwords can be the most cost-effective form of marketing because it is focused not just by you towards your targeted audience but by your potential customers actively searching for you. Adwords enables advertises to reach their targeted audience by aligning their internet adverts with keywords which are precise phrases used by internet users when they search for a particular service or product on the internet. But how do you make it effective.................
SEO content creation that communicates
“The best communicators are those that listen.”
Do you think your web site says exactly what you mean it to say to your visitors? Obviously, you probably think it is communicating well to the visitors and if your web site is working well, generating leads or making plenty of sales, then perhaps you are communicating well. Unfortunately many websites don't communicate.................
Effective Websites?
“A website is only as good as the business it generates.”
A website redesign is often not the best way to improve how effective a company website is. Often when a website either is not receiving many visitors, not generating many sales leads or not selling many products or services then the automatic conclusion is that the website should be redesigned. However this is often not the case, so what is the true answer.................
What do different colours mean to a Website?
“Colours used wisely are priceless just look at nature.”
So what do different colours convey and how should you combine them? As mentioned in previous articles considerable thought should be given to the colours you use on your website to convey the right message, create the right atmosphere and generate an environment that influences the visitor to carry out your "call to action". Subconsciously the colours on your website set the scene so what scene are you creating.................
Website Colours - the first impression
“First impressions count so make them count.”
Colours can mean different things to different people. On websites, with a wide range of interests and topics, often the colours can make the difference between an attractive site and a site that with one click you’ve left, even though you did not even read a word on the site.................
Copywriting Text that Sells…do you need an SEO copywriter?
“On a website not all content is quality content.”
Many websites have text that informs you about all sorts of products and services that they provide. However there is a big different between providing information to a website visitor and providing information to a website visitor that converts them into a website customer. This is the difference between writing text and effective search engine optimisation (seo) copywriting text. This can be the difference between success and failure................
Website Colour Schemes
“First impressions count when your competitor is one click away.”
Combining colours can create very effective designs and yet if wrongly put together they can be very off-putting. Certain colours will combine with others whether in pairs or triadic (three colours) or tetrad (four colours). But what colour schemes are there...........
The Power of Headlines
“Good headlines keep your audience, bad headlines, click, and you’re readers left.”
Often a good headline is written to eliminate confusion and add some punch to exactly what the web page is all about. Many professional copywriters spend as much as 20% to 50% of their time crafting their main headline because they know the importance it holds. How good are your headlines...........
The Value of Search Engine Optimisation
“If your website can’t be found you may as well not have one.”
More and more small businesses find it essential to market their products and services online. Customers are increasingly turning to the internet to research companies, compare product features and prices, and to purchase online.
How successful a company is at reaching its potential customers is vital to its success. However, with so many websites on the internet how can you make sure your website is the first to be found by your potential customers, instead of your competitors..........
Why should I optimise my website for search engines?
“Only an effective website is a successful website”
This is one of the questions I am asked most often by clients and prospective clients.
I always answer by saying that optimisation is important in attracting visitors to your site - after all, if people can not find the site they are not going to visit. However, more important is to optimise the site to attract potential customers rather than just visitors.........
Does my company need a website?
“A company without a website is like a room without a window.”
The first question should be - Do you want to grow your business? A well-developed website can help you achieve that goal!
There are countless reasons why and how a website can benefit your business. The Internet is a very effective and cost-efficient medium to reach customers in today's online world...........
