The Role of SEO & CRO in Web Design

Ideally, you would use SEO to make it easy for people to find your website and then, once they do, your CRO strategy would move prospects through the marketing funnel until they become customers.

That seems simple enough, but the design and the function of the site can cause issues with SEO and optimizing for the search engines can detract from the user experience.

Conflicts between CRO & SEO

Let’s consider a fictitious company that sells custom-made shoes for men, which after careful consideration decided to name its company Underfut.

The name is clever and has strong branding potential but it’s an SEO’s nightmare. Nothing about “Underfut” indicates what the company sells, and the intentional misspelling means that it will not show up as a Google search term until the brand is recognized.

The SEO professional would much prefer the company name to be something along the lines of “Custom Made Shoes”, but that has almost no appeal as a brand name.

In the case of our shoe company, a compromise is possible. On the website, the brand name Underfut can be followed by the tagline Custom Made Shoes for Men.

These types of compromises between SEO and CRO are what we are getting ready to discuss in detail, and you will see that the increase in visibility from SEO can result in increased search traffic and that CRO can then turn that traffic into qualified leads or customers.

Which Comes First? SEO or CRO

You would assume that SEO comes first. You won’t be able to convert a lead into a prospect if they cannot find your website. However, you won’t know how to get him to click-through without first knowing his needs or pain points.

SEO and CRO should both be driving forces behind a new web design. Once wireframes are created for new landing pages, you should have your SEO specialist actively involved in the content creation process. 

Based on the design, he may suggest changes to the heading structure or the placement of the content based on known ranking signals. An SEO specialist can also recommend elements such as video or audio that will help you rank against competing sites.

Where SEO & CRO Don’t Overlap

Before we look at how the two complement one another, let’s look at the elements that are unique to each strategy.

• Anything invisible to the user should not affect CRO. Examples of this could include meta tags and schema markup. 
• Non-indexed pages are never crawled by Google and therefore, have no need for SEO. For these, the user experience is the only thing of importance.

Apart from these two things, almost every other element of a web design requires you to find a balance between CRO and SEO in order to meet the needs of both the search engines and your visitors.

Critical SEO Elements

To properly optimize your landing pages and help improve the organic search position, there are certain SEO elements that factor heavily on a web page.

• URL

• SEO Title Tag

• H1 Heading and Subheadings

• Opening Paragraph

• Image Alt Text

• Content or Text

• Internal and External Links

• Keyword Density

URL

The URL used for your landing page should be descriptive and short. If the URL is for one of your primary pages, there is a good chance it will appear as a site link and therefore needs to accurately describe the contents of the page for both visitors and the search engines. 

If the choice of URL is not obvious, the user’s needs should take precedence. Search engines will consider 200+ ranking factors but visitors will rely on those site links for guidance. 

SEO Title Tag

The SEO title is what appears at the top of your entry in the search results. It should contain the keyword that is assigned to the page and should accurately describe the purpose or content of the landing page. 

The SEO title should be between 50-60 characters so that it displays in full and does not get truncated. Include the company name if possible.

When adding titles to Product Pages, make sure you include as much of the product title as possible, even if you have to leave off the company name. You can add your company name to the meta description which will display below the title.

H1 Heading & Subheadings

The H1 heading is the primary heading on a landing page and is extremely important for SEO. In WordPress, most themes format the Page Title as the H1. This is not true of the homepage. Your Homepage must have an H1 manually inserted within the design.

The H1 should be different from your SEO Title (usually the same without the company name) and it should include the same keyword as your SEO Title. If you are coding the H1 manually, put it as close to the top of the landing page as possible.

Subheadings should be spaced so that they break up any section over 300 words. Think of headings as an outline of the page. The H1 is the broad category topic. H2’s are subpoints of the H1 and H3’s are subpoints of the H2’s. 

Try to use synonyms or related keywords to the one used in your H1 in your subheadings.

Headings are primarily an SEO tool but they must make sense for your user and they help your visitors skim your page for the information they need. 

They also increase website accessibility for those with physical limitations. Screen readers can skip between headings to help locate required information. This could help convert visitors who might otherwise struggle with non-accessible websites.

Opening Paragraph

Many times, the opening text paragraph shows as your page summary. It should sum up what is on the page in 150 words or less. You should try to include your primary keyword if at all possible. This helps your visitors identify the content on the page and also helps the search engines establish relevance to a search query.

In other words, your opening paragraph should be written for both your users and the search engines.

Online Content

Every word on a landing page must be carefully considered. Does it add value to the reader? Can the search engines analyze it and determine its relevance to a search query? Does it match the buyer’s stage in the marketing funnel?

Content is so important to both SEO and CRO that in order to fully cover the topic, we are going to need to take a deeper dive into this element than we have with the others.

Should you write for your user or for the search engines?

The short answer here is both. In the past, copywriters were employed at advertising and marketing agencies and their writing was based on the psychology that drove conversions. When businesses started migrating online, digital marketing placed a greater emphasis on SEO writing and conversions were assumed.

In other words, more traffic would mean more conversions. What people didn’t get was that SEO is about increased visibility, that can result in increased traffic, and increased traffic does not necessarily mean increased conversion rates. Since conversions cannot be assumed, you need to write for your user. Higher rankings bring more traffic, but writing for those visitors increases conversions.

Google has posted publicly several times that the best way for a website to rank is to publish high-quality content that is beneficial to the users. This means that content falls under the categories of both SEO and CRO.

What does Google consider to be high-quality content?

A page should have a clearly defined purpose. This should be communicated through SEO best practices and also with the content that is written for the consumer. Just as a store seeks to make shopping a pleasant experience for the customer, you should seek to make any interaction on your site enjoyable for the consumer. This could make a big difference in your conversion ratings.

The writer and the sources for the content should be credible. An HVAC company has a better chance of ranking for “when to change a furnace filter” than a pet store publishing the same article. This is because the topic is more relevant to the visitors of the HVAC company and the content matches related content on the site.

Additionally, unique content stands apart. Rather than using content from other sites, try to create original content and studies related to your site’s purpose. Google identifies unique content as high-quality. This greatly helps your SEO ranking.

The final component is relevancy. Consider that Google is in the business of providing search results. If a searcher cannot find the information they need, all it takes to switch search engines is a click of a button. Therefore, relevancy is of utmost importance and the reason for their frequent algorithm updates.

Focus on publishing material that matters to your customers. Understand their needs and meet them with your content. Don’t concentrate solely on achieving the final conversion. Rather, educate and nurture your prospects until they trust you enough to make that final conversion.

Link Building with Internal & External Links

Internal links and external links are important for both SEO and CRO. Let’s look at external links first.

External Links and Backlinks

An external link is either a link on your site to another site or a link back from an external site to yours. In both instances, you want that link to be to or from a high-quality site that has some relevance to what your company offers.

A link passes ranking power either externally or internally. When you rank to another site, you are essentially giving them an endorsement and passing ranking power to them. The reverse is true when they link to you. 

In the past, an SEO specialist might covet every link into the site, good or bad. Now we know that Google looks at those backlinks and evaluates whether they link to relevant content. 

Outgoing external links are good for CRO & SEO, and incoming external links help SEO.

Internal Linking

Just as external links pass ranking power through the link, so do internal links. When a high-performing page links to another page, it passes some of it’s ranking power. You have also indicated to Google that the pages are related.

This is where site architecture plays an important role for both CRO and SEO. For CRO, the link structure pulls your visitor through the site until they reach your desired designation.

Internal links help your SEO efforts because they help establish your most important pages on your site and how your content fits together.

Keyword Density

Most people equate SEO with keywords and their placement. They think all you need to do is insert the proper keywords and Google will put you at the top of the search results.

While this used to be the case, keyword density is now just one of over 200 ranking factors that Google is known to consider.

While keyword research is essential for SEO, it also helps with CRO and should be utilized for both. Knowing what your prospects are searching for and the terms they use will help you “speak their language.”

For example, the term “search engine optimization” has a lower search volume than “SEO” because most people shorten the term when they perform a search. In fact, there may be a good number of people out there that aren’t sure what SEO stands for.

If you use the terms that people are searching for and properly insert them in your content, you can improve your rankings and also resonate better with your visitors. Speaking consumer language helps bridge the gap between you and the consumer. This may be the deciding factor in a final conversion. Consumers are more likely to trust a site that speaks plainly and provides them what they need. Remember the buyer’s journey, and try to meet them each step of the way.

Stuffing your content full of keywords is an old SEO trick that no longer works. Search algorithms have improved so that search engines now understand your content’s purpose just from related ideas and phrases.

CRO, SEO & Profitability

Determine your online marketing budget the same way you would your offline advertising budget. First, decide how much you are willing to spend to secure a lead and then how many leads it will take on average to secure a sale. 

What happens if that second number shrinks and instead of five leads per sale, you only needed two. SEO will help you target the right people at the right time and CRO will help you send the right message. Together they can increase your reach and conversions and also your profitability.

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A Checklist of 20 Common SEO Mistakes

Search Engine Optimization (SEO) continues to evolve, but some mistakes remain consistent threats to your website’s success. Avoiding these pitfalls ensures your efforts are effective, sustainable, and aligned with the latest SEO best practices. 1. Starting Without a Strategic Plan Embarking on SEO without a clear plan can waste resources and hinder results. Build a

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The Different Types of SEO

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What Is Your Bounce Rate Telling You?

One of the most underutilized metrics Google Analytics tracks is bounce rate. Most marketers tell you to focus on who is visiting your website, but I believe it’s just as important to understand who is leaving, and WHY. Understanding Bounce Rate There are two types of bounce rate. The first is SERP Bounce Back Rate.

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The post CRO vs SEO? Which is the better investment? appeared first on Effect Web Agency.

Defining the Need

For example, one company needed a marketing plan that would establish credibility for a new brand of handcrafted Amish furniture.

When Brandenberry, an emerging brand, entered the congested market of Amish furniture, they turned to Effect to help them leverage the web. They wanted to drive foot traffic to their bricks-and-mortar store and generate interest in the form of quote requests by showcasing their beautiful handcrafted furniture.

Solution

We created a new goal-focused website that channeled visitors toward one of three goals. Users could get directions and a map to the store, browse the online catalog to view products and request a quote, or sign up for the e-newsletter. Effect reinforced the new website with a strong SEO strategy to attract qualified visitors through Google.

Results

The new website successfully established Brandenberry as a high-end, handcrafted Amish furniture company. Through the user-friendly online catalog, Brandenberry was able to generate interest and buzz which resulted in increased foot traffic at their bricks-and-mortar store, as well as many people requesting quotes online.

• 18% of visitors went to the contact page
• 50% of all visitors viewed at least one product in the online catalog
• The website ranked on the first page of Google for 85% of the target key phrases within three months, which is exceptionally quick for a new domain name

Effect put in place a very professional looking website… We now have a website that, I believe, in the long run will lead to significant traffic in our physical store and be a very helpful “research” tool for our clients and potential clients. -Marty Weaver, Business Development Manager

Building a Strategic Marketing Plan

Louis Gray, an innovative thinker, detailed the 10 Rules for Today’s Consumers in his blog. His insights show us that we cannot just plan a website based on our likes and dislikes. Instead, a web design must cater to the people we hope to engage.

How a Website Fits into a Strategic Marketing Plan

Let’s look at how Louis’ 10 Rules apply when planning a website redesign by imagining what your visitors are thinking as they browse your site.

1. We Want Access to Your Product As Quickly As Possible

We are busy people. It’s a struggle to find time each day and we are constantly bombarded with messages we don’t want. Do us a favor and keep it simple. We don’t read websites. We scan them. Keep content short and to the point. Skip the fluff and we will come back from more.

2. We Expect the Product to Work On Any Platform In Any Location

It’s time to stop thinking about websites as something we only view on our computers. We are surfing the net and checking email on our phones and mobile devices as well. Make sure your website can be viewed on mobile devices and across various browsers. Keep our info secure!

3. We Want to See Your Feedback, Positive and Negative

We read about you on your site, blogs, forums, Facebook, Twitter, and other places. Listen to our opinions and thoughts. By allowing comments you are sending us the message that you care about what we have to say. We are more comfortable with companies that are transparent and you will gain our trust more easily. If you have negative comments or feedback, don’t delete it. That just looks shady. We care more about how you address the negative feedback than the fact that someone says something negative about you.

4. We Expect You to Respond to Your Customers, Quickly

When we take the time to reach out to you, whether it be via a contact form or a message on Twitter, respond. Don’t wait three days before getting back to us. By then, we’ve already moved on.

5. We Expect You to Join and Lead the Conversation

We spend a ton of time on social sites. Are you there? If not, we wonder why. Do you have something to hide? Don’t you want to interact with us? Don’t you care what we have to say? We want to learn the story behind your product or service.

6. We Want to See That You Continually Improve Your Product

Your website is an extension of you.  Keep your website up to date with current, relevant info and up-to-date graphics. Websites aren’t meant to last forever. Every year or two you need to overhaul it because things change quickly.

7. We Expect You to Use Your Product and Be Visible

If you are going to talk-the-talk, walk-the-walk. Show us that your CEO and other employees are passionate about your product or service. Videos are great for this.

8. We Expect That You Will Embrace or Lead Standards

Do you claim to be the “leader” in your industry? We are going to make that judgment for ourselves. In this digital marketplace, we evaluate your website, Google rankings, and engagement on social media sites when making that determination.

9. We Expect You Are Driven By More than Money 

We are SO over greedy companies and corrupt CEO’s. What we love are companies who are interested in helping others. Do you give a part of your proceeds to charity? Do your employees volunteer? If so, we want to hear about it on your website and on social media. It makes us feel good to buy product or services from companies who give back and advance the greater good.

10. We Want You To Treat Us As Informed Consumers and Partners

We are smart and savvy. Despite what you may think the majority of us are online. We are looking, searching, learning. We crave info. Before we make a purchase we scope it out online. Provide the info we need, when we want it, and where we want it and you will have us hooked.

If your website does not meet these needs, then perhaps it’s time for a redesign or a more strategic marketing plan. Effect Web Agency builds beautiful websites that perform. Contact Effect for more information on how your website can become a tool for growth.

The post Strategic Marketing Plan Based on Buyer Needs appeared first on Effect Web Agency.

Why Measuring Website Success is Crucial

Measuring website success is critical because it allows you to understand whether your online efforts are paying off. This includes analyzing the strength of your SEO and content strategies. Without tracking and analyzing your website’s performance, your business could miss out on crucial organic traffic. Organic traffic accounts for over 45% of clicks in search engines. This makes it an essential component of visibility. Regularly measuring your website’s success helps you assess your website and make data-driven decisions regarding marketing and SEO strategies.

By monitoring your website’s success and progress, you can improve your site and content to better serve your audience, leading to improved conversions and site traffic.

Key Metrics to Measure Website Success

Here are some strategies for measuring the success of your website:

Organic Traffic

Organic traffic refers to the visitors who find your website through search engines like Google without paid advertising. This metric directly indicates how well your SEO efforts are performing. High organic traffic suggests that your website is ranking well for relevant keywords. Tools like Google Analytics can help you track the number of visitors arriving at your site via organic search. You can segment this data by landing pages to see which pages drive the most traffic.

To improve organic traffic, focus on keyword research to target relevant, high-volume keywords. Optimize your content with these keywords, and ensure your on-page SEO elements, such as title tags, meta descriptions, and headers, are optimized.

Bounce Rate

Bounce rate measures the percentage of visitors who leave your site after viewing only one page. It can be affected by a range of factors including the type of device. For example, mobile devices have the highest average bounce rate at 51%. In general, a high bounce rate could indicate that visitors aren’t finding what they’re looking for, or that your site isn’t engaging enough to keep them browsing.
To improve bounce rate, improve your site’s content quality, make navigation easier, and ensure your pages load quickly. Also, consider adding internal links to encourage visitors to explore more of your site.

Conversion Rate

Conversion rate is one of the most critical metrics for measuring website success. It represents the percentage of visitors who take a desired action, such as purchasing, signing up for a newsletter, or filling out a contact form. This metric is directly connected to the financial success of your business and your website.

Keyword Rankings

Keywords are the lifeblood of SEO. If your website ranks for relevant keywords and phrases, chances are it is doing pretty well. Higher rankings for relevant keywords lead to more organic traffic and ultimately to more conversions.

To improve keyword rankings, regularly update your content to keep it fresh and relevant. Build high-quality backlinks to improve your site’s authority and boost your rankings. 

Backlink Profile

Backlinks are links from other websites to your site. Links from high-quality sites indicate to users and search engines that your site is authoritative and trustworthy. Quality backlinks must be earned by creating quality content and building relationships with industry leaders.

Page Load Time

Page load time affects both user experience and SEO. Slow-loading pages can lead to higher bounce rates and lower rankings on search engines. Studies show that a site that loads in one second has a five times higher conversion rate than a site that loads in 10 seconds.

To improve page load time, optimize images for quicker loading and keep the design of your pages simple to reduce load times. Also, consider using a Content Delivery Network (CDN) to improve load times for users worldwide.

Mobile Responsiveness

With the increasing number of users accessing websites via mobile devices, ensuring your site is mobile-friendly is crucial for success. Google also prioritizes mobile-friendly sites in its rankings.

User Engagement Metrics

User engagement metrics, such as average session duration, pages per session, and scroll depth, provide insights into how users interact with your website. High engagement typically indicates that visitors find your content valuable and are willing to spend time on your site. 

Strategies for Improving Your Website’s SEO

Using these metrics, you can identify the strengths and weaknesses of your website and make changes accordingly. Here are some additional strategies for improving your SEO, leading to a more successful website:

Conduct a Comprehensive SEO Audit

An SEO audit is the first step in improving your website’s SEO. It helps you identify technical issues, content gaps, and opportunities for optimization. Use the metrics listed above to give yourself a baseline for your site’s current performance. Tools like Google Analytics and SEMrush can also identify technical issues like broken links and duplicate content. Fixing these issues can lead to higher visibility and greater user engagement. Improving on-page SEO elements like title tags and meta descriptions can also improve your rankings.

Optimize for Voice Search

With the rise of smart speakers and voice assistants, optimizing your site for voice search can give you an edge in SEO. Voice search queries are often longer and more conversational, so adjusting your content to match these patterns is essential. Try incorporating long-tail keywords into your keyword strategy. Using FAQ sections on blog posts to answer specific questions can also contribute to better rankings, as voice search often looks for an immediate answer to a query.

Enhance User Experience (UX)

A positive user experience is closely tied to SEO success. When ranking websites, Google considers factors like site speed, mobile responsiveness, and ease of navigation. Try simplifying your site’s navigation to make it easy for users to find what they want.

Leverage Local SEO

Optimizing for local SEO is crucial if your business serves a specific geographic area. Local SEO helps attract nearby customers and improves your chances of appearing in local search results. Here are some essential local SEO strategies:

• Claim and optimize your Google My Business listing.
• Ensure your NAP (Name, Address, Phone Number) information is consistent across all online directories.
• Encourage satisfied customers to leave positive reviews on Google and other review platforms.

Create High-Quality, Relevant Content

Content remains king in the world of SEO. Regularly publishing high-quality, relevant content helps you attract and retain visitors and improves your chances of ranking well on search engines. Be sure to update content regularly to keep it fresh and relevant to searchers.

Measuring website success is an ongoing process that requires regular monitoring and optimization. By focusing on key metrics like organic traffic, bounce rate, conversion rate, and keyword rankings, you can gain valuable insights into your website’s performance. This ultimately allows you to make adjustments for long-term success.

Remember, SEO is an investment, and the results may not be immediate. However, with persistence and a data-driven approach, you can significantly enhance your website’s effectiveness and ultimately achieve your online goals.

We Can Help!

Effect Web Agency provides web design and marketing services for local, regional, national, and international clients. Contact us to learn how you can improve your online visibility.

The post How to Measure Website Success appeared first on Effect Web Agency.

Every article is written must be for two audiences: the general public, and the search engines. Too often, clients seek me out because they want to “start a blog” or change the wording on a landing page. Most of them don’t realize that content marketing is so much more than that. Writing quality content for your website should be an important part of your overall marketing strategy.

4 Reasons You Need a Content Marketing Strategy

First, let me explain why everyone should develop a content marketing plan.

1. Improve Ranking – Search Engines give value to good content and rank websites accordingly.
2. Inbound Marketing – Quality content pulls customers to your website.
3. Credibility – Authoritative writing establishes your reputation in a competitive marketplace.
4. Customer Retention – Communicate promotions and new products to existing customers, for an increase in repeat business.

Let’s take a look at each of these reasons and explore them a little further.

Content Writing to Improve Search Engine Ranking

Think about your own Google habits. For instance, pretend you’re the owner of a small business who wants to start selling products over the internet. You might search for information on Google using the term “setting up an e-commerce site.” To illustrate this point, I did just that and over 10 million hits were returned. There is no way I am scrolling through all those websites. In fact, I’m unlikely even to get through 30 of them. The truth is that most people never make it past the second page of the search results.

Your website needs to be listed on the first two pages of search results for new clients to find you. While several factors come into play when determining rank, content factors heavily. Most people have a vague idea that keywords improve search ranking, but many don’t realize the amount of research and data analysis involved in finding the correct ones. Marketing strategists work closely with content specialists to ferret out niche markets and keyword phrases that have high search volume and low competition.

However, it goes even further than that. Once you have keywords defined, you have to research related search strings and phrases. Search engines link them together, as a means of measuring the value of your content. There are also format rules and writing tricks that increase your rank.

⇒ Why You Have to Play the Search Engine Game

Google is not a person. It doesn’t read every website and subjectively decides which one is good and which one isn’t.  Instead, Google uses an algorithm that searches for certain keywords and related phrases. From there, Google (a computer) determines the purpose of your website. Remember that old programmer’s saying “garbage in garbage out”? Well, “garbage” writing, unfortunately, produces “garbage” results. Each website should be supported with original, engaging content designed to be informative.  If it is properly categorized, sourced, and follows formatting rules, it can push you to the top of the search results.

Content to Hook the Potential Client

So, the first obstacle is to get your website ranked on the first two pages of the search results. Unfortunately, that’s not the only hurdle. Each page lists ten sites. Your website still faces competition, so you need to convince the searcher to click on your URL. They base their decision on which result to view on the summary under the URL (the meta description).

That little snippet is the first exposure a potential customer gets from a website, and it needs to be well-written. Condensing valuable keyword phrases and a call-to-action into 160 characters takes almost as much thought and planning as an entire article.

Your content specialist knows how to summarize and “sell” your site. Your site’s meta description could very well be the most important, non-paid advertising you get. Good descriptions help search engines categorize your site, and it convinces customers to click on your URL. 

Content Marketing on Your Website

Your potential customer found your website in the search results and clicked on your URL. Now, what?

Depending on where you direct them, they might land on your homepage or a custom landing page. Regardless, there needs to be something that immediately catches their attention. They searched for information and clicked on the result. In their minds, it should immediately appear before them. If you force them to hunt through your website or they get distracted by irrelevant material, you run the risk of losing them. The mechanics of your site also play an important part in keeping them there.  If your website takes too long to load – forget it. They won’t wait to see what you have to offer.

Hopefully, you utilized the services of a good web designer and developer. If you did, then your website should operate at peak performance, and function won’t be an issue. So, assuming your website is fully-functioning, eye-catching, and fast – the question becomes, “What does it have to offer your customers in the way of content?”

This is when a good content specialist becomes invaluable. Content specialists write landing pages that take into account the overall keyword strategy and marketing plan for the website. They summarize company services and help a customer navigate the site through hyperlinks. FAQ sections address common issues and make it easy for the visitor to find information.

Establish Credibility in the Market

Informative content in the form of blogs and articles establishes credibility in the marketplace. You want your customers to know that you are an expert in your industry. Don’t ever publish “fluff.” Instead, publish in-depth, informative material that assumes a certain level of intelligence in your reader. The trick is to take advanced material and break it down in a way that even a beginner understands. You don’t need to give away trade secrets but share enough that your customers feel comfortable that you know what you are talking about.

Content marketing is not “writing an article,” it is selling you (by establishing credibility) through written content, in a determined and strategic way.

Use Content Marketing to Increase Customer Retention

If your goal is to fill a bucket, you certainly don’t want one with holes in the bottom. No matter how much water you add to the top, you won’t increase the overall amount. Now, if you use a bucket without holes, soon you reach the top and overflow.

That’s your client base. Once you convert a potential client into a customer, you want to keep them. This is the only way to grow your business. Content marketing helps you keep your customers. Email campaigns and newsletters put valuable information in front of your clients. But, that’s not enough. Content marketing specialists need to know:

• How to keep email out of spam folders.
• What makes a customer click open the email.
• How to get them from the email back to the website.
• The best way to close the sale.

In today’s world, most consumers are leery of “sales material.” If you want to convince someone to buy your product, you need to give them in-depth, compelling reasons to do so. That is where content marketing comes into play.

Developing Your Marketing Plan

Content marketing is just one aspect of your overall marketing plan. Other tools such as Google Ads and Social Media Marketing are also valuable. The best way to get a handle on all of it is to find a web agency that incorporates all aspects of marketing into their strategy. Look for one with specialists in each area that work as a team. By combining their skills, they give you the most effective overall marketing plan for your business.

A good marketing plan sets you apart from the crowd, draws in customers, and keeps them coming back for more. Let your marketing specialists help you develop a plan that incorporates content marketing and grows your business.

Effect Web Agency partners with businesses to help them achieve the maximum results from their digital marketing efforts. Contact Effect for your free web consultation.

The post Content Marketing, A Powerful Strategy for Growth appeared first on Effect Web Agency.

Improve Your Website Performance

Here are some easy things you can do to improve your website performance.

1. Make an Offer They Can’t Refuse

When asked, most business owners say that increasing conversions would improve website performance.

A valuable offer is one of the crucial elements that help your site convert visitors. The prime spots for an offer or call-to-action are in the sidebar and on the contact page. The offer can be a graphic that links to a landing page with a form, or you can even put the form right into the sidebar.

Small Steps to Improve Website Performance

These offers are very easy for the visitor to say yes to. They don’t require any human contact and usually give instant value.

• Price calculator
• Interactive customization tool
• Mail me a full catalog
• Mail me samples
• Download a Kit
• Access to special info
• Webinar
• “How they did it” industry case studies
• Insightful reports
• Education tools: how-tos, tutorials, videos
• Subscribe
• Ebook
• Guides
• New industry research
• Templates/worksheets
• Product demos
• Coupons

Bigger Steps to Improve Website Performance

These offers require more effort for the visitor and possible interaction with a human. They may not provide instant value and are for visitors who have already taken small steps and are now ready to get serious.

• Contest
• Free estimates
• Meet the team
• Tour
• Free trial/evaluation
• Time-bound deals
• Flat entry fee
• Give-away or sample of your service
• Discount if they tell a friend
• Free upgrade
• Locate dealer/builder
• Free consultation
• Seminar
• Guarantees

Download the Offer Ideas PDF

2. Clearly Communicate Your Value Proposition

Make sure your homepage is crystal clear about who you are and how you’re different. It works great to add a large font, one or two-line introduction text right in the middle of your homepage. Visitors leave websites because their understanding is foggy on what they’re actually looking at.

Stating what you do best should be easy – right? Not always. To help you focus on your most important selling points, we have put together a UVP Checklist to help you verbalize your unique value proposition.

3. Put Your Phone Number in the Header

This is one of the simplest tweaks you can do, and it’s amazing how many websites don’t.  When doing this, people get called more often – simply because the phone number is easier to find. Don’t make it difficult for consumers to find your contact info. Listing your number only on your “contact” page inputs another step. While a contact page is great, (and you should definitely have one) putting your number up top makes it as easy as possible for potential clients to call you.

Plus, it may have some local SEO benefits.

4. Update Landing Pages to Improve Website Performance

Since web text can become outdated, and revising text is generally an inexpensive process, take your top 3 to 5 pages and revise the layout of the content according to these guidelines:

• Use the 80/20 rule to make sure you’re only sharing what 80% of the people want to know
• Prioritize your most important points first
• Make the most important things bold –  if someone was to only scan the page – which things would you want them to see?

These simple revisions will keep your content fresh, as well as let Google know that you are regularly updating your pages and therefore staying relevant. 

5. Add New Images Throughout the Site

It’s been proven that visual elements draw interest more than just text. If you have an e-commerce site, update your product photos.  Service sites can post professional photos of their team or graphics that represent your unique differences. However, make sure you optimize your images first, otherwise you may end up doing more harm than good by decreasing load speeds. 

6. Update Your Google Business Listing

You can get quality traffic to your website and place of business by making sure you keep all your local listings up-to-date.

Most important is your Google Business Listing. For local companies, you MUST have a fully optimized listing if you want to show in the Local Results on desktop or mobile devices. Don’t just add your address and phone number. You should upload photos, a business description, hours, and any other information you have. You should also take advantage of the posting tool and link it back to landing pages or posts on your website.

Your business listing may not improve website performance, but it’s one of the most important marketing tools available for local businesses, and the information must match what is presented on your site if you want to improve your organic search rank.

7. Remove or Rework Old Content to Improve Website Performance

When you have content that isn’t adding extra value, delete it or remove it. The more straightforward and valuable your content is, the more likely your visitor will connect with you.

If you remove landing pages or outdated blog posts, be sure to make a 301 redirect from the deleted content to a related URL. That way, Google won’t penalize you for having too many 404 notices (not found).

A lot of material can be reworked or updated and republished. Never relinquish an asset until it has lost all value.

8. Update Your Meta Descriptions

Meta descriptions are the one-line summaries of your page that show in the Google search results. Meta descriptions help convince people whether or not to click on your listing.

In the past, meta descriptions were meant to “draw the click.” However, with the Google broad core algorithm update in March 2019, many SEO professionals now believe that a meta description that is more informative as opposed to “salesy” could help you rank higher.

Google has put a stronger emphasis on user intent (what does the searcher really want to know), and the information you share can go a long way to making your site the most relevant search result.

9. Optimize Your SEO Titles

Title tags should be between 50-and 60 characters if you don’t want them cut off in the search results. They should be as descriptive as possible and contain your targeted keyword for that page. If possible, include your company name and phone number if you are a local business.

This is yet another way for people to connect if they understand more clearly who you are, and it’s good for SEO.

If you have a WordPress site, you can update your SEO title using the Yoast plugin. Your SEO title does NOT need to match your page title. As a matter of fact, in most cases, it should not.

10. Evaluate the User Experience

When was the last time you navigated your website on desktop, mobile phone, and tablet? Is your site mobile-friendly?

Is your Main Navigation menu easy to understand, and can you reach all your important pages with no more than two clicks?

Every website owner should look at their website with fresh eyes. Do a search for your business and see how you present in search results. Navigate your site and re-read the content. Click on hyperlinks and buttons. Submit a test email through your contact form.

If you discover bottlenecks, then you may need to make changes or add additional features.

Good user experience will improve website performance and result in increased traffic and conversions.

How Effect Can Help You Improve Website Performance

If you want more information on how you can improve website performance, contact Effect Web Agency. We have specialists that can help you grow your online business.

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