How To Improve your website in 1 hour
Like any good relationship, making things work between you and your website takes time. If you don’t devote any time to your website, how can you expect it to work for you? White Chalk Road is trying to start a website love revolution, matched with our SEO services. Try devoting just one solid hour per week to do one thing to improve your website, and we promise that over time you will see some incredible benefits. Set a rolling appointment in your calendar for just one hour each week – and really stick to it. But what should you spend that hour doing we hear you ask? Here we have three really quick, simple and effective ideas that will help you improve your website and content marketing in one hour:
#1: Write one blog post that will benefit your customers
Your customers aren’t experts in your area, but you are. Every day interested and potential customers are typing all sorts of questions about your industry, products or services into search engines, and you should be the one providing answers to these questions – thus ranking for these topics and being in front of a potential customers’ eyes right at the time they’re interested in your area of expertise. How do you find out what types of questions your customers are asking or what information they need? There’s a number of ways you can do this:
What questions do customers typically ask you?
Ask your client-facing/customer-facing staff what questions they’re frequently asked by customers. You can use this to create a catch-all FAQ style page for your website to begin with. In the following weeks you can then use your ‘website improvement hour’ to delve deeper into some more technical or complicated questions and create a separate blog article for each of these to provide customers with a more comprehensive resource.
Use Deeper Web to find out what potential customers are interested in
Google’s relatively recent ‘Hummingbird’ update has put a greater emphasis on ensuring your website is a good source of information on broader themes related to your industry, not just staying specific to your target keywords. Deeper Web is a really useful tool that will let you quickly explore what types of topics are related to your products or services, as well as questions people have posted online about these topics, recent research published in the area, trending news etc. See for example below a Deeper Web search for the very broad topic of ‘Car sales Australia’. The owner of a car sales website can find related keywords in the ‘Deeper cloud’ (maybe an article on good fleet cars):
The ‘Answers Search’ shows top questions asked about the industry (a great blog topic for the taking on ‘what do I need to know about buying a new car’). It could even be worth transparently adding some comment to these forum threads as well as writing a blog on your own website:
And in the ‘Metrics Search’ and ‘News Search’ you will find fantastic resources, recent statistics and facts about your industry, which you can use to provide depth to your blog articles:
Give it a go by typing in some of your own keywords and see what ideas you can come up with.
Use Google Keyword Planner to find out what questions get most traffic
It’s really simple to use the Google Keyword planner, not only to get some topic inspiration, but to find which topics are searched more than others. Just follow these steps:
• In the ‘Search for keyword and ad group ideas’ section you can either input your industry/products/service areas or choose your relevant niche from the ‘product category’ dropdown menu: • When your results show up click into the ‘Keyword ideas’ tab (not the ‘Ad Group ideas’ tab) and you might see some keywords to spark your imagination straight away. • However, the list will likely be too broad, so look to the filters to the left of the screen and click into the ‘Include/Exclude’ box. Type in the 6 golden question starters (who what when where why & how) to really filter down to those Q&A ideas you need: How will you benefit?
- Adding useful and relevant information to your website on a regular basis will not only improve your rankings in search engines, it will also bring in increased traffic and leads to your website
- As we mentioned, by providing informative answers to your clients’ FAQs you will begin to rank for these ‘long-tail’ search queries, meaning you will be in front of their eyes at the exact time they need you
- You can demonstrate your wealth and depth of knowledge in your industry, showing your customers you are a knowledgeable thought leader in your industry
- Providing a free and invaluable resource for your customers will build their trust in you as a ‘value-added’ provider
- If the tips you provide are really useful, this could well result in your customers sharing a link to the resource with their colleagues or friends via their own websites or social media – benefitting your online marketing efforts as well as bringing in additional website traffic and word-of-mouth marketing.
#2: Improve one existing page of content
The content on your website’s static pages (such as your homepage, category pages and service or product pages) can become stale and out-dated pretty quickly – and it’s highly likely the content on your website has been the same since your website was first set up – are we right? A great way to spend your ‘website improvement hour’ is to take one landing page each week and work to improve the content on the pages. We recommend working through all the pages of your website, but begin with the ones that need it most (i.e. those that are not converting too well or have high bounce rates). Use this great resource to help you identify weak pages of your website.
Improvement can include:
Improve spelling, grammar and punctuation
Something as simple as an awkward sentence or an obvious typo can put potential customers off your brand or make them lose interest in what you have to say. You’ve spent a lot of time and money on both your online and offline marketing efforts to get people to your website in the first place, so don’t let something so rudimentary lose that lead. Spell check in Microsoft Word is notoriously unreliable, so for something a little more intuitive try Hemingway. This is a fantastic resource that lets you paste and edit your content right on their homepage. It will highlight questionable areas of text such as rambling sentences, adverb overuse and overcomplicated language, making it clear what changes you need to make.
Get your message right
Contrary to what some SEO companies will have you believe, you shouldn’t have content on the page just to fill space and squeeze in keywords – your content should have a clear ‘raison d’être’ – and here’s what that is: Tell customers why they need your product/service (what need it fills in their life) and why your product/service fills this need better than your competitors’ solutions. It’s that simple. The reasons your product or service is better will include your USPs and the options available to customers.
Visuals visuals visuals
Don’t underestimate the power of the visual. The main drawback of online shopping is the reduced ability to fully experience a product before making a purchase, so give your customers the closest possible experience to ‘bricks-and-mortar’ shopping you can get. Provide product images from all angles and allow high quality zoom so they can see the minute details. If a product comes in more than one colour then show all of these details for each colour. But what if you provide a service? The same lesson still applies. If you provide a trade service then show your tradespeople in action. If you provide a business service show screenshots of your deliverables or show your staff at work. Help customers to really visualise what they’ll get for their money and how it will improve their lives.
Add testimonials & social proof
Try as we might to be different, people are inherently flock-like. We want to do what other people are doing, and if we’re thinking about straying from our norm then we want to be sure we won’t regret it. Get potential customers over that final hurdle by showing them others have successfully bought your product or service, or even just heard of your brand. Do this by allowing comments/reviews on product pages, show social shares on articles, show social followers on your homepage, add case studies, real and detailed testimonials – video testimonials if possible. People don’t just want to take your word that your offerings are great; they want to hear it from others too.
How will you benefit?
Because you are adding more useful content to your website and keeping it fresh you will enjoy all of the benefits from tip #1, as well as one more very important one: increased conversions. Whether that’s more online sales or leads from quote requests, contact forms or calls – by improving your content and images and adding social proof you are knocking down all those barriers of doubt that stand in the way of people clicking that all important ‘submit’ button.
#3: Tell your customers what to do & make it easier for them to do it
While you’re spending all of your time writing about how great your company is and why people need your products or services in their life, telling people how to go about actually getting them can sometimes slip through the cracks. You must decide what is the purpose of your website? What do you want people to do once they’ve read about your company and what you have to offer? Do you want them to buy online? Should they visit your street store or office? Do you want them to request a consultation, contact you via a form or pick up the phone? Whatever it is, you need to tell them. Each product or service page should have a clear sign-post telling customers what to do next. As well as putting this in writing with a text link to the relevant conversion page (shopping cart, contact form, store locator etc.) you should also add a bright button, making it absolutely clear what the next step is.
How will you benefit?
With this one you’ll be surprised at how quickly you’ll notice an increase in conversions. It might seem to you that you’re stating the obvious, but giving busy customers a shortcut or quick route to completing their journey on your website will increase the probability of them actually making it there.
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White Chalk Road are a specialist Search Marketing Agency based in Perth, with over 20 years’ experience in the industry. As a Google Premier Partner, WCR specialise in SEO, Search Marketing, Advertising & Marketing Automation. WCR help Perth businesses, across both B2B and B2C markets, who need help being found online by their customers.
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