This next post is a 2 parter, the second part will be posted on Friday and has been written by a good freind of mine Lisa Blackler from Honesty Marketing.
_________________________________________________________________________________
A professionally designed website is an important investment. It presents your business as trustworthy and serious, and harnesses technologies and design features to increase enquiries and sales from site visitors.
However, a site that is simply well designed will not perform as strongly as possible. There are many techniques that will boost sales from your investment.
Copywriting
The words on your site have 2 functions:
1. To convince the visitor that they wish to do business with you and
2. To maximize results from search engine enquiries.
1. Persuasive copy is vital. It must be relevant to the target market, addressing their needs and desires in order to demonstrate that your business matches those needs. The vocabulary, tone of voice and choice of messages all contribute to this. A beautiful site with poorly written copy will not sell. This is true of every word on the site, including product descriptions on e-commerce sites. Developing a “personality” that is in sync with the site style and the target market is vital.
2. The identification of key search terms and the incorporation of them into the site will increase the site’s ranking on Google as well as mean that when viewing the site the visitor will see that it is relevant to their needs – more visitors and more conversions. This is a skillful task, as “shoe horning” search terms into copy leads to uncomfortable reading.
Other SEO (Search Engine Optimisation)
It is important to identify where inbound links can be found. This varies from business to business, but directories such as Yell and any industry specific ones should be identified and listings placed. The sites should be of quality so as not to devalue your own site.
Google Adwords is another option to consider to increase visits to the site. With careful selection of relevant search terms, a competitive cost per click can be found to bring people to the site. This may take some creativity using “long tail” search terms eg “long sleeved blue dress” rather than just “dress”.
Blogging is another tool to pick up on search terms. A well written blog can bring visitors to the site and done cleverly it is possible to pick up on searches for terms that may not otherwise appear on your site. For example, a search for “celebrities at the Chelsea Flower Show” might not reach your main site, but a timely blog could get them there. If you are a garden designer, then this is powerful.
Part 2 will be posted on Friday
_________________________________________________________________________________
Lisa Blackler heads up Honesty Marketing and draws together the experience of a vast virtual team of experts to ensure that clients benefit from the very best in marketing, creative and technical knowledge.
You can get in touch with Lisa on 01933 419079 or visit her website http://www.honestymarketing.co.uk
_________________________________________________________________________________
No comments:
Post a Comment