Remember your website is a marketing tool and SEO is marketing for websites
Even if you get lots of visitors to your site, does it say what it should to attract customers to go that step further and contact you. Remember, marketing is about getting customers to contact you, selling starts when they contact you. You can’t sell to them if they don’t know you are there, so your website marketing is very important. SEO or Search Engine Optimisation should be a fundamental when it comes to marketing your website as it’s one of the most cost-effective ways to do it long-term, but you also need to remember that your website should sell to your visitors when they get to it. Your website should be easy to find on Google but then once you have the customer there, does it sell your products? So, I am going to give you the first two points of a checklist to think about when you look at your website to see whether you’ve got it right or not.
Get an SEO audit of your website
You need to be honest when assessing your own website and sometimes it’s a good idea to look a your competitions’ websites as well. You might think they look better than yours but in terms of the basics, they might actually be worse. I worked on a website that didn’t look particularly good but at its peak, it pulled in 7,000 visitors a month as it was incredibly well optimised and organised. Saying that it may not have converted those visitors into customers so readily as it had been written in the days when it was common practice just to brag about yourself and in general tell your web visitors how wonderful you are. Which brings me to No.1 on the checklist.
Sell benefits over features on your website
1. Is your website full of “we”. If so you need to change this. You are guilty of talking about yourself and talking at your customers, a bit like the boring person at a party who talks about nothing but themselves and how good they are at everything. We all hate people like that and we switch off so why talk to visitors to your website (who are in fact potential customers) in the same vein. Use “You” and speak directly to your customers and about your customers, not yourself. Your website should give them the benefits of using you and tell them how you can help them.
2. Do you talk about what you offer throughout your website without a thought for how that translates for your customers. If so you are selling features and not benefits. Potential customers are not so much interested in what you offer as how it will work for them. What will they get out of it? So sell benefits not features. If you product is different and that difference will give benefits for your customers sell those benefits not the features.
Look out for the next 2 points on the checklist coming up soon.
If you require further information on copywriting or SEO for your website contact firstname.lastname@example.org
Susan Kovbasyuk, proprietor of The Colchester SEO Company, Essex
When you start-up a business you tend to have quite a few initial costs at a time when your income might be quite limited. You want to get your name and your business out there but most small businesses would struggle to finance a marketing/advertising campaign when they first get going. Also if you’ve started up in business and you have only a small amount of capital you don’t want to blow it all at once.
I went to a social networking seminar a while back and they guy said that you actually didn’t need a website if you made use of social networking and it occurred to me that it was actually true. If you are running an e-commerce type business then you would of course need one as it’s your main selling tool but for a website not actually selling a product online you could actually wait a while.
Aside from the need element I do believe that people often “get a website” without thinking about the important aspects of who their customers are, what their keywords are and getting good benefit driven copy on their website. We all tend to focus on the look in the mistaken belief that as long as we have a couple of pages up there with our company name and details on it and it looks nice, then people will find us and want our product. That may have been the case years ago when there were not so many websites out there but not now.
So before you consider a website you should think very carefully about how you are going to set it up in terms of copy and keywords, title , meta and alt tags and of course who you are going to promote your products to. This is what SEO or Search Engine Optimisation is all about. It’s simply making your site visible to the search engines so customers can find you. Some designers when commissioned to create a website will take this into consideration and have a reasonable amount of knowledge about it but don’t assume they all do when you commission someone to design a website for you. The amount of times I ask a client if they have had their site optimised and they say “Oh I’m sure the guy that designed it would have done that”. A Web Designer is more often than not a web designer and only does the basics of SEO. Some offer SEO as a subsidiary service or as part of the package but you do need to check whether you are getting this and not just assume that you are. If it’s not included in the service then you need to consult an SEO expert preferably before you get your website designed who can work in conjunction with your designer.
Setting up a website without a thought for SEO is a bit like printing a pile of leaflets and leaving them on your sideboard. Nobody is really going to see your website any more than they will see your leaflets. You do have to market a website and SEO is the most effective way of marketing your website. So I would actually suggest to most small businesses getting underway for the first time, wait on the website if you don’t have oodles of capital, as it’s really important to get it right. There are other ways to market your business without much outlay but they will take up a bit of your time.
The first way is through a blog. Blog sites like WordPress are becoming increasingly sophisticated and you can even set up a website on WordPress. You can get someone to do it for you or learn to do it yourself using online tutorials or Wordpress’s own support. You can brand your blog just like a website and you can link back to it from a Facebook page or Twitter account. Intertwined with other social networking and some other cost-effective marketing practices you can promote your business quite effectively until you have enough capital to go about the website the proper way. I will fill you in further on WordPress and the other blog sites in the next blog.
If you require further information on web design or SEO for new or existing business then please contact email@example.com.
If you’re a sole trader or small business on a limited budget and your baffled about all the talk about SEO but want to get involved in the buzz and feel that your website isn’t bringing in the visitors, do you know where to start?
I would always recommend that you read up on the subject and try to at least get to grips with the basics. There are loads of quite simple articles online and at least if you know even the basic terms and a little bit about how it works, there is less change of you being bamboozled. Sad to say there are a lot of people out there professing to be experts in both SEO and all things to do with Social Media but you will only know that they are real experts if you can spot some of “exaggerated claims” that will come your way.
I was in charge of SEO for a sizeable firm with a large website for many years and often had great fun with the people who phoned up telling me that could get us to the top of page one on Google (we were already there for about sixty search terms). I would ask them how and listen to them waffle on about how they had looked at our code and it needed cleaning up (already clean) and that our site didn’t have enough back links or the right meta keywords etc, etc and then I’d start asking them questions and see how long before they rang off. Naughty I know but I got fed up with the assumption that they could tell me anything they liked because I wouldn’t understand what they were talking about and was therefore a soft target to sell to.
Over the next few months I am going to be rolling out some useful info to help you sole traders and small businesses get a grasp of how all this works and how you can get control of your own website and do some effective marketing through it. My website is now operational and soon you will be able to access useful information on SEO and related matters.
If you require any further information contact me on firstname.lastname@example.org