Top Tips for Effective Product Description Writing

How important are product descriptions? After all, some products appear to sell just fine even though the description is poor. This doesn’t mean product description writing are not important, though.

Here are some reasons why you should optimise your product descriptions:

  •         Helps the customer understand what the product does
  •         Explains the benefits of the product to the customer
  •         Helps the customer imagine using, wearing, or consuming the product
  •         Helps with SEO as a product description gives Google more content to analyse

Top Tips for Good Product Descriptions Writing

  •         Make each product description unique – this can be a challenge if you have a lot of products. It is important to make them unique, however, both to help potential customers when they are viewing your website and for Google. Remember, even though some of your products may be very similar, using the same description on each one could be classed as duplicate content on Google. Duplicate content is one of the things Google does not like.
  •         Don’t get fixated on word count or length – there is no fixed length that your product description should be. In fact, there is no recommended length either as it simply depends on the product. This is because some products will require long descriptions, particularly if you have to describe what the product does. Others, however, will only need a brief sentence or two. An example is a pair of jeans, i.e. there is no need to describe what a pair of jeans does.
  •         Explain the product as clearly and concisely as possible – this means avoiding repetitive sentences and statements. It also means sticking to the point
  •         Explain the benefits – most buying decisions are made on the basis of benefits. Therefore, your product descriptions should not simply be a list of the technical specifications of the product. Instead, you should explain how the customer will benefit from owning the product.
  •         Include all information on the product – the last thing you want is for a customer to go to another website to find something out about the product because you didn’t give them that information on your website. If a customer does that, they might never come back to you to complete the purchase. Therefore, if the information is relevant to the customer, you should include it.
  •         Write for your customers – this might sound like an obvious thing to do, but many product descriptions on the internet are not aimed at customers. Instead, they give the seller’s perception of the product with very little regard to what the customer thinks. To write good product descriptions for your customers, you must first understand who your main customers are. You should then tailor each product description to that audience.
  •         Make the description easy to read – this includes writing in a way that is informal and conversational. In addition, you should structure the text in a way that is easy to read. For example, you might think some customers will want to read a detailed description of the product and/or its technical specifications. Don’t push this content on customers who are not interested, however. A way of avoiding this is to put the additional content behind a link or tab, only leaving a brief description in the main section.
  •         Use bullet points – following on from the last point, lists of benefits or key features will improve your product descriptions.
  •         Think about SEO – where it makes sense, include keywords in your product descriptions to help improve the page’s ranking in Google.
  •         Always use images – in product descriptions, images are almost always more important than the text that accompanies them. A good approach for adding images to products is to follow Amazon’s guidelines for sellers. After all, when it comes to selling online, Amazon knows what it is doing.

In general, product descriptions should be quick to read, they should keep the viewer on the page (rather than going elsewhere to get additional information), and they should encourage the viewer to make a purchase. The above tips will help you achieve this so you can sell more.

product description writing (Focus) 1K – 10K Medium Use minimum 4 times, in Para and headings
product description template (Sec.) 1K – 10K Low Use minimum 3 times, in Paragraphs
ecommerce product description(Sec.) 10 – 100 Medium Use minimum 2 times, in Paragraphs
ecommerce seo (LSI) 1K – 10K Low Use minimum 1 times, in Paragraphs
production optimization (LSI) 100 – 1K Low Use minimum 1 times, in Paragraphs

The Importance of Having Objectives for Your Website’s Pages

Our website should be an extension of the sales and marketing efforts of your business. In other words, if your website is not helping you attract and retain customers, there is something wrong. The best way to make your website effective at generating sales is to have clearly defined objectives on each page.

An objective is an action you want the visitor to take as a result of visiting the page or your website in general. Examples include:

  • Call your business
  • Visit your business
  • Send a query
  • Become a lead
  • Download something
  • Make a purchase
  • Register with your website
  • Sign up to your email list

All the examples above either generate an immediate sale or give you the opportunity of making the sale at a later date.

You Can Have More than One Objective Per Page

You don’t need to pick just one of the above for the pages on your website. In fact, it is better to offer multiple options relevant to the particular page, as well as multiple options per page.

For example, a visitor might research the products or services you offer but are not ready to buy immediately. In this situation, you might encourage them to sign up to your email list. In other words, this page will have two objectives depending on the visitor’s intentions.

The Importance of Defining a Page’s Objectives

Your website developer will be responsible for implementing the objectives on the pages, i.e. the developer will add the forms, call-to-action elements, shopping carts, maps, and more that will deliver on the page’s objective.

In addition, a good website developer will help create the right user flow, so the visitor gets presented with objective one and then objective two if objective one is not immediately applicable.

Defining the page’s objectives, however, is crucial to this process. Here are some examples using the objectives in the list above:

  • Call your business – include your phone number in a highly visible location on every page as well as including it as a call-to-action with the text on each page.
  • Visit your business – ensure there is a prominent and easy to use map on the contact page of your website and possibly also the home page.
  • Send a query – include a form that enables visitors to send a query. You should also ensure the form is in a highly visible location on each page.
  • Become a lead – include a positive and persuasive message as well as a prominent form encouraging the visitor to send you their details for your sales team to get back to them.
  • Download something – you have multiple options with this objective depending on the download. They include offering the download within the page, in a timed popup, or in a popup that appears when the visitor goes to leave your website.
  • Make a purchase – include large and highly visible Add to Cart buttons and ensure the checkout process is as easy and secure as possible.
  • Register with your website – make the registration option visible on all pages, give a compelling reason for registration, and make the registration process easy to complete.
  • Sign up to your email list – strategies for this objective include adding welcome mats, in-content calls-to-action, popups, and more.

Whatever industry you are in, and whatever type of website you have, every page should have a clear objective. By doing this, you are more likely to make it clear to the visitor what you want them to do next. This will improve the results you get from your website.

How to Minimise Shopping Cart Abandonment Rates

If you sell products directly on your website, you will have a shopping cart abandonment rate. Unfortunately, shopping cart abandonment is a fact of e-commerce websites. This doesn’t mean you have to accept your current level of abandonment.

In fact, there is quite a lot you can do to reduce shopping cart abandonment rates. They are all cost-effective, and they will all help you increase sales.

What is Shopping Cart Abandonment?

Shopping cart abandonment is when a visitor to your website adds items to a shopping cart but then does not fully complete the purchase. They could abandon the purchase immediately after they put the items in the cart or they could abandon it at any stage up to the point of giving final confirmation.

There are many reasons for visitors abandoning shopping carts. They include not feeling the website is secure, being surprised by an additional price, or becoming frustrated with a complicated checkout process.

How to Reduce Shopping Cart Abandonment Rates

  • Add SSL encryption to your website. More and more people are now familiar with what this shopping cart abandonment rate, plus their website browser often tells them whether or not the website they are visiting is secure.
  • Make the checkout process on your website as simple as possible. One of the best ways to do this is to go through the process yourself using both a computer and a mobile device. You should also get someone you trust from outside your business to go through the process and give you honest feedback.
  • Ensure the pages on your website load fast. Even though the visitor is in the checkout process and is in the frame of mind to make a purchase, they will quickly go somewhere else if your pages take too long to load.
  • Include delivery and other added costs upfront. This is one of the most important tips as forcing customers to get into the checkout process before you give them a delivery price results in a bad user experience. It also increases your shopping cart abandonment rate.
  • Offer guarantees, such as money back guarantees, to make the purchase feel less risky to the customer.
  • Don’t force people making a purchase on your website to register an account. You might like them to register an account for various reasons, but this additional layer in the checkout process often leads to a higher shopping cart abandonment rate. Therefore, give visitors the option of checking out as a guest.
  • Add a call to action to your shopping cart to remind and encourage visitors to complete the checkout process.
  • Add multiple ways to pay to stop visitors from abandoning the shopping cart because they can’t pay using the method you require.
  • Adding a progress indicator is a simple but effective method of showing the visitor how much more they have to do to complete the checkout process. This clarity will keep them engaged for longer.
  • Add trust logos such as Verified by Visa, Norton Secured, MasterCard SecureCode, etc.
  • Analyse how visitors progress through your checkout process, paying particular attention to stages where they drop out. You can get this information from Google Analytics and it can help you identify areas for improvement.
  • This final tip accepts the fact that even when you do all the above, you will still have visitors who abandon their shopping carts. These may not be completely lost, however, if you use remarketing advertising campaigns to win them back.

Recommended:

7 Website Design Tips That Will Increase Sales

Do you want your website to generate more sales for your business? Are you in the process of getting your website redesigned and want to make it the best it can possibly be? At Kiwi Website Design, we have extensive experience building websites that increase websites sales.

Here are our seven design tips you should ensure are included on your site.

1. The Value Proposition

There is very little a website design can deliver if the value proposition you offer to customers is not compelling enough for them to make a purchase. Therefore, the first step to increasing sales on your website is to decide what the value proposition is. The next step is to properly communicate it to your website’s visitors.

The value proposition specifics will depend on your business. You can base it on price, quality of service, quality of product, innovativeness of product, or something else.

Whatever it is, the important thing is the website visitor understands it and is attracted to it.

2. Include Compelling CTAs

A CTA is a call-to-action. It is one of the most important elements you will have on the pages of your website.

The first step is to make sure your website has CTAs, as not all do. The next step is to look at the position, design, and wording of the CTA. Here are some questions you should ask:

  • Would a change of colour make the CTA button standout on the page more?
  • Could the text be more interesting or positive?
  • Is the CTA in a prominent enough position?

3. Add Videos to Your Website

Videos on websites increase sales. In fact, for some businesses, videos can increase sales by over 140 percent. You should, therefore, consider adding videos to your website.

This could be product videos demonstrating the benefits of the product or showing it being used. If your business offers services, you can use videos to explain the service and how it is different from your competitors.

4. Make Sure the Design Appeals to the Audience

This tip is about matching the style, colour, and tone of the website to your target audience. For example, bright and flashy colours with relaxed text will probably not work very well on a website for a company offering professional services to other businesses.

This one can be difficult as many business owners select colours and make design decisions based on their own preferences and likes. This is understandable as you must live with the website and you should be proud of it. That said, never lose sight of your customers and what they like.

5. Ensure Your Website is Easy to Use

The navigation and structure of your website should be simple and intuitive. Therefore, don’t place unnecessary restrictions on visitors in relation to navigation and avoid situations where the visitor lands on a dead-end page.

Instead, try to create a logical flow for the user.

6. You Need a Secure and Simple Checkout

If visitors can buy directly from your website, your shopping cart and checkout are crucial elements. Get them wrong, and you will lose sales.

To get the checkout process right, make it as easy to complete and use as possible. In addition, ensure it is secure using SSL encryption.

7. Add Trust Elements

Trust elements include testimonials and case studies that show the user you are capable of delivering on your promises. They also include badges and logos to show you have the necessary qualifications and/or skills. You can also use badges to show how you have made the website and checkout process secure.

Implementing the above tips will require resources and, usually, help from a professional website developer. The increase in sales you will get as a result, however, will make it worth the effort.

How Much Does Website Design Cost?

How Much Does Website Design Cost?

You probably won’t be surprised to hear there is no simple answer to the question how much does website design cost. It’s a bit like asking how much does a car cost. After all, you could probably get a car for a couple of hundred dollars if you wanted to. It will get you from A to B but it won’t look very good and it will probably break down a lot. Equally, you could buy a car that costs hundreds of thousands of dollars, but for most people that is complete overkill.

The same applies when considering website design costs, i.e. it depends on what you want and how you get your website designed. At the bottom end of the scale, you can get a website that will cost you almost nothing if you build it yourself. If you want a professionally designed website, however, you can expect the cost to be in the thousands of dollars’ range.

As most SMEs in New Zealand will need a professionally designed website, this article focuses on professional, custom website design costs.

Website Design Auckland: Cost

The average cost of website design in Auckland is $1,000 – $10,000+ for a custom website built by a professional website design company.

The things that will affect the cost include the functionality you need and the services you want from the website designer. The website designer’s skills and experience also impact the price you pay.

As with most things in life, not all designers work to the same standards, with high-quality workmanship demanding a premium.

What Your Money Gets You

There are five main elements of website design, all of which influence the cost. This is what you can expect from your website design agency for its fee:

  1. Server setup – the configuration of your website’s server, implementing a CDN, installing an SSL certificate, setting up email on the domain, installing a CMS, and more.
  2. Website design including UX – this part of the process involves designing the layout of the website. This usually means customising an existing template or creating a fully customised option. UX is important too. This involves looking at the navigation, user flow, and ease of use to ensure the user experience is as good as possible.
  3. Adding functionality and custom code – this is where your website designer works on the website’s engine adding the functionality you need. This can be anything from web forms to shopping carts and checkouts to integrations with your existing systems.
  4. Content creation – your website needs text and images. Your website designer will coordinate this part of the process and may also provide copywriting and graphic design services.
  5. Ongoing maintenance – a website is never fully finished as it requires ongoing maintenance and updating. This will be included in the price you pay for the website for a fixed period of time. You will need a maintenance contract once this time expires.

The Cost of Your Website

As mentioned above, you can get a website online for next to nothing if you want to. Why, then, should you invest several thousand dollars in a website design? Firstly, nothing is really free. There are costs involved even if you build the website yourself, plus you will need to spend time learning how to do it – as your time is money, there is a cost associated with this too.

The main reason for getting a professionally designed website at the above design costs, however, is results. Your website will look better and it will function better when it is professionally designed. This will help ensure your website achieves its objectives.

10 Essential SEO Tips for Your Website

If you just build a website and do nothing in relation to SEO, it is unlikely many people will visit it. Here are 10 essential SEO tips that will increase your visibility in Google. This, in turn, will bring more traffic to your site.

1. Move your website to WordPress

There are lots of tools and platforms you can use to build a website. For most, however, the best option is WordPress. It is the most popular platform, it has powerful functionality, and it’s easy to use. Plus, it has great SEO plugins you can install – more of that later.

2. Optimise for mobile

When going through the process of getting a website designed, most people think about the desktop version first. This is not the way Google looks at your site, though. In addition, a significant proportion of your visitors will use mobile devices to browse and use your site. You should, therefore, concentrate on optimising for mobile first both in terms of appearance and functionality.

3. Fix errors

Google hates errors on websites so you should find them and fix them. One of the best tools you can use to do this is Google Webmaster Tools. It shows you what Google sees when it looks at your site, including the errors.

SEO

4. Do an SEO audit

The next stage is to run your website through an SEO audit service. There are many services available for this including Neil Patel’s SEO analyser and SEMrush, plus you can do a search on Google for alternatives. Most offer a free initial analysis that will give you enough information to work on. This includes information on your site’s keywords, backlinks, page load speed, and more.

5. Optimise your content

This step includes:

  • Installing Yoast on your website. It is an SEO plugin with features like checking the keyword density on a page, showing you how the page looks in Google, analysing the quality of writing on the page, and more. There is a premium version, but the free version has enough features to get you started.
  • Ensure the writing on your website is high-quality and error free. It is usually a good idea to use a professional proof reader, copywriter, or editor to do this for you.
  • Ensure the visuals on your website are fantastic. This includes adding infographics and making images personal to your business rather than using stock images.

SEO Tips

6. Create and submit a sitemap

The Yoast WordPress plugin will create this. You should then submit it to Google Webmaster Tools and to Bing. The sitemap helps search engines understand the content on your website.

7. Start blogging

A blog will bring more traffic to your website, plus it helps with SEO. For example, a blog will bring more long-tail search traffic to your site. It also helps with the following tips.

8. Submit content to RSS feeds

Google doesn’t take RSS feed submission into account but this tip can still help with SEO. By submitting your content to RSS feeds, more people will see it which will generate traffic as well as backlinks and follows on social media. Google does take these things into account.

9. Get Backlinks by guest blogging

Guest blogging on popular websites in your industry will bring additional traffic to your website. It also helps to increase your profile and reputation. Plus, guest blogging will generate additional backlinks to help with SEO.

10. Add a related posts section

Google looks at a number of factors in relation to your website. Generally speaking, it regards it as good when people who visit your website look at more than one page. Plus, the more time they spend on your site the better. Adding a related posts section helps keep people on your website for longer.

There is quite a bit in the above 10 tips and you might need help implementing them. They are all, however, important for SEO.

Google Mobile First Index and What It Means for Your Website

Google is working on what it calls the Google mobile first index. As with any significant change in Google’s search algorithm, it could impact your business by affecting the rank of your website in search results. To help you prepare, here’s what you need to know.

Before the Smartphone Age

To understand what is happening you need an overview of how Google works. It scans all the websites and pages it can find on the internet and puts those pages into its index. Its search algorithm then matches a user’s search to web pages in the index. This is how Google produces its search results pages.

Google used to only look at the desktop version of a website. This was back before smartphones when everyone used Google’s search tool with a computer or laptop. Over recent years, however, more and more people started to use their phones when searching for something in Google. In fact, we have now gone past the tipping point – more people search on Google using a mobile device than a computer.

Mobile Indexing

This change in user behaviour is driving Google’s shift in focus. In 2016, it started prioritising mobile-friendly websites when its users searched on a mobile device. The search engine is now taking this a step further with the mobile-first index.

What is the Mobile-First Index?

Currently, Google’s main index contains the desktop version of websites. In other words, it looks at the structure, content, links, and other criteria of the desktop version and uses that to determine search rankings.

The mobile-first index will change this focus from desktop to mobile to reflect the majority of its users. This means Google will crawl and index the mobile version of your site and will use that index to determine your position in search, even when the user searches with a desktop computer.

Google Indexing

In other words, Google is working on switching its primary index of the world’s web pages to contain mobile versions of those pages instead of desktop versions.

What Will Be the Impact of the Mobile-First Index and What Should You Do?

There is a strong possibility that your search rankings could be damaged when the mobile-first index is introduced if the mobile version of your website is not fully optimised. Here are some things you need to consider:

  • Responsive design – Google has recommended you use responsive design for many years. These are websites that dynamically adjust to fit the user’s screen. It means you can have one website, with that site automatically changing in size as required. This is the minimum you need to ensure you are not impacted by the mobile-first index.
  • Optimised for mobile – often, a technically responsive design is not enough. This is because there is a wide range of screen sizes that users can have. Optimising your website means carefully structuring the content for each grouping of sizes, focusing heavily on usability and not just appearance.
  • Content – the beauty of responsive sites is you have content on one website which displays regardless of the screen size. There are some responsive website designs where the content displayed changes as the screen gets smaller, i.e. websites that show less content to mobile users than desktop users. If this applies to your website, you will need to take action.
  • Optimise the content – you should also look at the structure of the content on your pages as this should be optimised for mobile too. This means having a clean and uncluttered design with text that is super easy to read. You may also need to adjust your images so they look better on mobile devices. After all, your laptop or desktop computer’s screen has a landscape orientation while your phone is typically used in a portrait orientation. Images on your phone will, therefore, look different than on your computer.
  • Speed – speed has always been important to Google. Focus on making sure the mobile version of your site loads as fast as possible.
  • Interstitials – these are popups that you might have on the mobile version of your website asking visitors to sign up to your newsletter or offering them a discount. If you have interstitials, you might need to review your strategy as Google doesn’t like them.

The best advice is to take steps now to ensure your website is ready for the mobile-first index.

Launching a Website Without a Brand or Money

Successfully Launching a Website Without a Brand or Money to Promote It

So, you’ve got a great idea for a website or business, but have no money to promote it. You can make it a success, so long as you adopt the right strategy. Here’s how to successfully launch a website without a brand or money to promote it.

What You Shouldn’t Worry About

There are two things you shouldn’t worry about and the first is SEO. Of course, you should make your website SEO friendly and you should follow good SEO practice, but SEO should not be a priority in your marketing strategy. The reality is you simply won’t be able to beat the main websites in Google searches for your products or services. In fact, you probably wouldn’t be able to beat them even if you had a big budget. So, do the basics, but at the start don’t worry about SEO.

Secondly, don’t worry about advertising either. Sure, if you’ve got the money to allocate to a campaign and the time to learn how to make it work, advertising is a great way to generate new leads and sales for your business. If you don’t have money or time to allocate, forget about advertising.

Launching a new website

How to Launch a Website with No Money or Brand

Right, let’s get onto what you should do. There are three broad strategies you should adopt:

  • Get referrals
  • Become an industry expert
  • Meet real people

Let’s look at each in more detail.

Get Referrals

Getting referrals is a tactic that businesses have used for decades – long before the introduction of the internet. In fact, most successful salespeople have a referral strategy. With a bit of thought, you can implement a referral strategy for your website that won’t cost you anything.

Here are two techniques you can use to achieve this:

  • List your products on marketplaces or listing websites – this normally only applies if you sell products rather than services, but it’s an excellent way to get instant visibility when you’re unknown. The most well-known marketplace is Amazon and eBay is one of the most popular listing sites. The downsides include the marketplace taking a cut from your sales and the fact the transaction takes place on its website, not yours. That said, you’ll get sales you might not otherwise get plus you’ll increase the exposure of your brand, including in Google.
  • Offer an incentive – this can take many forms, but it usually involves offering existing customers an incentive to refer your brand to their friends and family. This incentive could, for example, be in the form of a discount.

Become an Industry Expert

The next zero-cost strategy you can use is to enhance your reputation as an expert in your industry. You can do this by having an active presence on social media, participating in discussion groups, and offering help on questions and answers websites. These will all help, but the best approach is through guest blogging.

The process involves finding relevant blogs and industry websites that publish guest posts. You then need to reach out to them to become a contributor, usually offering an idea for a post. Once published, you’ll get referral traffic to your website plus you’ll raise your profile online.

Meet Real People

The final step involves getting away from the computer as you can get more traffic to your website and grow it faster by meeting more people. This includes attending industry events, local business events, networking events, and more. The connections you make today can turn into sales in the future.

Making a new website successful involves thinking outside the box and using strategies that have a track record of success. The above will get you off to a good start.

Here is How to Generate Leads from Your Website

It doesn’t matter how good your website looks or how much traffic it attracts if you don’t get any leads. The fact is, leads won’t come in on their own. You need to take steps and include features on your website that encourage people to give you their information.

Once you start successfully collecting leads you can begin optimising to ensure you get as many as possible. You can also work on your conversion rate to turn more of those leads into sales and profits. It all starts with getting leads, though.

The Lead Magnet

If you don’t give your visitors a compelling reason to give you their contact information, they won’t. One of the best methods of getting leads on a website is by using lead magnets.

Lead magnets are something that you offer the visitor in exchange for their contact information, which is usually their email address. Examples of lead magnets include:

  • eBook
  • Report
  • Resource, such as “100 best…” or “50 tips to…”
  • Free trial if your product or service is suitable
  • Video such as a video tutorial
  • Discount
  • Free analysis or assessment such as “free analysis of your business Facebook page…”

To make lead magnets work, they must be targeted at your customers and they must be genuinely valuable. In other words, they must be worth the exchange of contact information.

Lead magnets are beneficial for several reasons:

  • They generate leads
  • The leads they generate are from people at all stages in the buying cycle
  • They help to build your reputation as an expert in your industry
  • They allow you to start a conversation with the potential customer

Essential Website Elements for Getting Leads

There are lots of things your website should have that will help you get more leads. The two most important are:

  • Well placed buttons – you should have “Free Quote” or “Free Consultation” buttons in prominent positions on each page of your website. In addition, the button should be big and should have a design that gets attention.
  • Exit overlay – an exit overlay displays a popover when the user’s browser detects they are about to leave your website. It gives you one last chance to offer the visitor something in return for their contact information. This can be your main lead magnet or something additional that will get their attention.

Additional Tips to Get Leads from Your Website

The above tips are the most important elements to increase the number of leads you get from your website, but there are other steps you can take. This includes:

  • Live chat – adding a live chat feature to your website lets visitors quickly and easily ask you questions or find information. It is unobtrusive and the user is in control, so it doesn’t put visitors off, plus it’s effective at getting leads.
  • Social proof – adding testimonials to your website increases confidence and trust levels. This will encourage visitors to give you their contact details as it shows you have a proven track record.
  • Add trust signals – other trust signals you can add include details of awards you’ve won or certifications you have.
  • Call to action – it is also important to include calls to action on your website. If you don’t ask your users to give you their contact details or request a quote, they won’t.
  • Blog – blogging improves your reputation and level of authority which can also generate leads.

The final tip is to work with a website developer that understands lead generation, keeping in mind that not all do. At Kiwi Website Design, we specialise in lead generating websites and have a long track record of success. To find out more, contact us today.

Why Your Google AdWords Ads Aren’t Making You Money Plus Steps to Take to Improve Them

Running a Google AdWords campaign can be a frustrating process. After all, you can see loads of ads when you do a search for your targeted keywords, so somebody must be making money. Also, if you read about digital marketing you will know that many businesses achieve significant returns on investment from AdWords. Why, then, are your campaigns not making you money?

In the list below you will find some of the main causes of AdWords failure. The most important thing to remember, however, is that AdWords is not as simple as it looks.

AdWords Knowledge is Power

Of course, it is correct to say that almost anyone can set up an AdWords campaign, and you can complete the process quickly. The process, however, is misleading.

The real key to success is not completing the form on the AdWords’ interface to launch your campaign. Instead, real AdWords success comes from digging much deeper into the process and understanding how Google works. When you do this, you can get better positions for your ads, higher click through rates, and improved conversions. You can also lower your costs.

That sounds great, doesn’t it? It often means getting help from a company with a proven track record of AdWords success. Working with an AdWords professional is also often the fastest way to improve ROI.

Eight Common Reasons Why AdWords Campaigns Fail

  1. Failing to optimize – many people, including some who provide AdWords management services, operate a “set and forget” approach to AdWords campaigns. In other words, they don’t regularly check the performance of keywords, bids, audiences, and more to make improvements. Optimization is absolutely essential to the success of an AdWords campaign, however.
  2. Using too many broad keywords – broad keywords often result in irrelevant clicks. This brings traffic to your website but it is not traffic that will ever convert. That is bad enough on its own but those irrelevant clicks can also damage the performance of your overall campaign. This is because while the user that clicks is irrelevant to you, your website can also be irrelevant to them. That means they have a bad user experience which Google does not like. Reducing the number of broad keywords or making the keywords phrase match or exact match are the solutions.
  3. Not using negative keywords – another method of reducing the number of irrelevant clicks you get on your ads is to use negative keywords. Negative keywords are an option when setting up an AdWords campaign, though, so many people don’t use them. If you don’t, this could be one of the reasons your ads don’t make money.
  4. Not focusing on click through rate (CTR) – all AdWords metrics are important, but CTR is one of the most crucial to a successful campaign. Of course, a higher CTR means more traffic to your website but it is also important for the position of your ads. Remember, Google is a business so it wants users to click on its ads to make it money. Therefore, it puts the ads it thinks will get the most clicks in the best positions on search results pages. If you have a good CTR rate, you will increase the chances that this will be you.
  5. Not including unique selling points in ad text – the text you use in your ads must give users a reason to click on them rather than one of the other ads they can see. This means you need a unique selling point. This could be discount or price related, but it can also be about quality of service, more customer benefits, or another reason that makes your ad stand out and makes the user want to find out more.
  6. Not using keywords in the ad text – keywords help you target the right audience to get relevant traffic, but they can also help users understand what your ad is about and how you can potentially help them. You should, therefore, include keywords in your ad text.
  7. Not split testing – one of the most important split tests to perform in AdWords campaigns is the ads themselves. You should have multiple versions running to see which performs better. This should be a constant process too, as just because one ad performs better than another doesn’t mean you can’t come up with something that performs even better again. You should always tweak, change, and try new ideas, testing different variations of your ads against others.
  8. You have a website that doesn’t convert – getting a click on your ads is only part of the process of making money from an AdWords campaign. This is because you must also convert that click into a customer. This means having a website that converts. If yours doesn’t, you will have to make changes which typically means getting help from a reputable website design company.

While these are the most common, there are other reasons why AdWords campaigns fail. This demonstrates how complex the process can be. It is possible to find success, however, by getting the help you need and/or taking steps to optimize and improve your campaigns.

12 Ways to Boost Your Website Conversion Rate

Getting traffic is only one part of making your website successful, and it is not even the most important. Maximising your conversion rate is where you should focus most of your efforts. Here are 12 ways you can boost your website conversion rate.

1. Create Urgency

Your objective is to get visitors to your website to convert now. If they leave to think about it, they won’t come back. Creating urgency is a great way to encourage visitors to take immediate action. There are several ways of doing this including mentioning stock numbers or making the offer time limited. You can even add a countdown timer to your pages to make the urgency more real.

2. Optimise Forms

The forms on your website should be quick and easy to complete. This particularly applies to email opt-in forms – the more fields you ask visitors to complete, the less likely they will be to give you their email address.

3. Optimise the Checkout Process

Make sure your checkout process is intuitive and fast to prevent customers from starting it but not finishing it. It also helps to make your checkout look secure.

4. Add an Exit Popup

Exit popups are an excellent way of making a final pitch to your visitors before they leave your website. Depending on the conversion you want to achieve, they can significantly increase your conversion rate. The offer you make should be compelling plus you should follow the above points – make it time limited and optimise any forms you use.

5. Take Away Risk

Another effective way of increasing conversion rates is to remove doubt or worry from the minds of your visitors. You can do this by offering a guarantee – a 100 percent money back guarantee will be the most effective. Another tactic is to offer a free trial.

6. Add Testimonials

Nobody wants to be the first to try something so it is important you show customers your experience and standards of service through testimonials. Testimonials should be relatable to the customer and should not only be genuine but should also look genuine too.

7. Focus Above the Fold

The area of your website above the fold is the part of the screen that you can see without scrolling. This is where you should put your conversion elements including offers, buttons, and forms.

8. Keep Designs Simple and Distraction-Free

Simple designs often get the most conversions. There are a number of reasons for this including the fact that flashy designs do not help visitors make a buying decision. You should also remove all unnecessary distractions.

9. Personalise

Your conversion rate will improve the more personal you can make your content. You can do this through the copy on your website, plus you can use tools that geotarget your visitors. Geotargeting involves dynamically showing personalised content to your visitors based on their location. You should also personalise your emails as much as possible, particularly including the recipient’s name.

10. Use Dedicated Landing Pages

If you run PPC campaigns, you should use dedicated landing pages.

11. Remarketing

Remarketing helps you win back the people who visit your website but don’t convert. Assuming they plan to make a purchase from someone, remarketing helps increase the chances that it will be you.

12. Test and Measure

You firstly need to measure your website’s conversion rate then you should test all the strategies you use to see what works so you can make refinements.

Finally, treat conversion rate optimisation as an ongoing process that you continuously work to improve.

Increase Your Traffic by Getting Your Website Added to Google News

Google News generates billions of clicks to publisher websites every month. Just think: what if you could get just a few thousand of those clicks to your website?

It would be great, wouldn’t it, but what if you are not a publisher or a news organisation? The truth is this in itself does not exclude you from inclusion in Google News. Whatever type of website you have, you can get into this high-potential Google platform if you follow the right steps and think the right way.

It takes daily effort, but if you believe Google News traffic is potentially beneficial to your business, you can do it. Here’s how.

You Must Publish News

There are several things you should consider when planning how to get your website included in Google News. In fact, Google itself publishes a long article on how to maximise your chances. At the top of the list, however, is you must publish news.

What does that mean, though? Here are some general guidelines:

Cover recent events – news organisations publish stories covering recent events. Generally, this excludes opinion articles, advice articles (like this one), or information articles (like reporting on the weather). In addition, while evergreen content is great for general SEO, it won’t work on Google News.

Publish original stories – copying content published by others will not work on Google News. This doesn’t mean you can’t write a story about a topic covered elsewhere. Instead, you must find your own angle, add new information, or move the story along in some way.

Write objectively – good news reporting is balanced so you should keep your articles as objective as possible.

Write the story well – this includes straightforward standards like getting the spelling and grammar correct. You should also structure your article like a news article. This means giving the main details of the story in the first paragraph and generally structuring the article throughout by giving the most important information first. As you might expect, there are lots of other standards you should learn to help you write good news articles including using an active voice and writing in the present tense. A good starting point to learn these standards is the Associated Press style guide.

Publish regularly – news organisations publish stories regularly so you should too. This means aiming for at least two per day.

Other Factors to Consider

If you feel you can meet the above requirements, here are some other things you should consider before applying for inclusion in Google News. They will increase your chances of approval and also help to maximise your traffic once your links start appearing.

Be honest and transparent with your readers – firstly, don’t mislead your readers about who is behind your website. You should also publish online and offline contact details, i.e. email addresses as well as a physical address and phone number.

Build credibility as an author – publish on websites other than your own to build up your author profile.

Follow the technical guidelines – this includes making sure the URLs of your stories are unique and permanent. Your articles must also be in HTML, i.e. Google News doesn’t index PDF documents or JavaScript content.

Write good headlines – include keywords and make sure the headline is informative to readers.

Make your website mobile responsive – this will help improve the visibility of your stories in Google News searches on mobile devices.

Once you have all the above in place, and you have checked your content does not breach any of Google’s general guidelines, you can apply to have your website included in Google News.

10 Ways To Build Quality Backlinks

Link building has become one of the most important practices for better SEO performance. Backlinks are like votes of popularity for your website to search engines. The higher the quality of the links and the more of them you have, the greater ranking potential your web pages will have.

According to a recent survey by Moz, 37% of business owners spend $10,000 to $50,000 per month on link building. That’s how important it is.

Backlink quality is measured from the source the link comes from. One of the important factors is that your backlink is inserted with proper content. Otherwise, it will look like spam.

For example, a backlink to a tech blog would have great value if the link is inserted in an article that gives tech information. That would be a credible backlink with good contextual relevancy.

The other variable that determines the quality of a backlink is the authority of the link’s source. Google puts a measure of authority on all websites, ranging from 0-10. It is called PageRank, or PR for short. So, a website with a PR7 (high authority) offers greater link value – or link juice – than a PR1 (low authority) website.

Building quality backlinks for SEO involves a combination of utilising high authority link sources and sources that offer some degree of contextual relevancy. This is the foundation of SEO link building best practice. Read this blog post for good SEO practices to get you started.

Here are 10 techniques to create high-quality backlinks for search engine optimisation:

Blogging: Create and maintain a blog that is a separate domain from your money site (the web site receiving the links). Build the blog around a niche topic that relates to your money site and frequently publish content with backlinks integrated into the blog post’s copy.

Guest blogging: Guest blogging is one of the most effective ways to build backlinks on higher authority blogs. This takes some effort as you must find good blogs, contact the blog owners, and inquire about writing a blog post for their blog.

RSS feed: Have an RSS feed on your blog. Doing this is free and easy to set up. An RSS feed is advantageous as it allows people to syndicate your content to generate greater interest and increase the popularity of your blog. This can then result in others providing attribution links back to your pages.

Press releases: Write and distribute press releases regularly. The key here is to publish your press releases through distribution sites that allow you to add backlinks in the copy, as well as other sites that offer great coverage and authority.

Create case studies: Writing a case study about a client who has succeeded through your services will not only display credibility in your company but also generate interest from the client. Quality clients will often link back to your website out of respect for your solid PR stunt.

Link to other relevant blogs: Often, linking to other related blogs can generate link reciprocity. In other words, some blog owners are likely to return the favour. In some cases, you may want to make it known that you are linking to their blog as not all blog owners check their backlinks.

Create visual content: Consider diversifying from text to visual content such as images, infographics, charts, and cartoons. Not only will these techniques attract readers, but they will also earn and retain backlinks.

Social sharing widgets: Social sharing widgets on your web pages and blog posts – like Twitter’s “tweet this” or Facebook’s “like this” – can go a long way to propagating your content and generating link popularity.

Write reviews: When you give a positive review of a company or a piece of content (like a book), chances are the author or website owner will link back to your website.

Offer free tools: If you have skills in a particular service or niche, create and offer free tools and resources. This is one of the best ways to attract new business and quality backlinks.

We hope these ten link building techniques will get you on your way to generating quality links to start raising your rankings in search engines. If you find it difficult to do this, you may need to hire a backlink building service.

What is On site SEO?

On-site SEO involves optimising web pages to rank higher and gain more traffic in search engines. On-site SEO includes optimising the content and HTML source code of a webpage. Off-site SEO, on the other hand, involves optimising external links.

So, do you want your website SEO optimised to get more traffic from search engines?

If your answer is yes to the above question, you should consider optimising your website.

There are two factors to consider when it comes to optimising a website:

  • On-Site optimisation
  • Off-Site optimisation

Today I will focus only on the on-site element and will share basic information that impacts website optimisation.

The Domain Name
The domain name is an important part of on-site SEO. However, with Google’s EMD update, having an exact match domain name no longer matters a lot in SEO. Nonetheless, the domain name adds credibility and relevancy to your blog. It can help users decide if the blog is the right one to get the information they are searching for or not.

The Meta Description
Another important component of on-site SEO is the meta description. This is a short overview of what the blog is all about. The statement that you input here will be used by search engines to describe your blog. This will also be the short statement that will appear in search results pages.

The meta description can heavily influence the search user’s decision on whether to check out your site or not. This is also used by the search engine crawlers when ranking websites for certain keywords. Therefore, make sure that your target keyword term is present in the meta description.

Web Content
Web content is a key area that greatly matters in on-site optimisation. Quality and uniqueness of the post must be given due focus so each post must be unique. Ideally, it should not be published elsewhere so it is distinct to your site. Aside from that, it should contain highly valuable information and an eye-popping title that effectively grabs attention.

Internal Links
Another factor in on-site SEO is internal links as they must be properly placed. Each page should, ideally, have a link from another page or from the homepage. The internal link structure should also be flawless to ensure visitors can quickly and conveniently find the right pages relevant to their search.

Metatags
Metatags are HTML elements that provide information about a web page for search engines and website visitors. These elements must be placed as tags in thesection of an HTML document.

Anchor Text
The anchor text is the visible, clickable text in a hyperlink. The words contained in the anchor text can determine the ranking that the individual page will receive by search engines.

Rick Media Files
Another important component of on-site SEO is rich media files. These are the relevant photos and videos included your web pages. These files further add value to your posts, while the relevancy of the photos and videos can reinforce the search engine’s assessment of the webpage. These files should be properly inserted with alt-tags that are relevant to the main target keyword phrase.

Loading Speed and Bounce Rate

Loading speed and bounce rate have little SEO value but they can add up to give you better page ranking due to enhanced user experience. The loading speed of the webpage can affect bounce rate and it can also cause some visitors to leave if the page loads too slowly.

How You Can Improve your Website Ranking On Google Yourself

Google Ranking

Everyone wants their website to have a better Google search ranking to increase website traffic and enhance visibility. The Google search engine uses various algorithms to rank pages in its search results. Its algorithm is a secret so is not shared by Google, although there are many basic ways to improve your rank in search results. This involves using techniques known as Search Engine Optimisation, or SEO.

SEO takes time and there is no quick solution. If someone tells they will get you fast results then it’s probably a scam. The most important thing you need to make sure is that you have a website that people want to visit. Also, never use black hat techniques that can, at a later stage, be detected by Google as you will end up getting blacklisted.

The following tips can help you increase your website visibility and search ranking:

Tip 1: Keyword Phrases

Keywords

When someone is on a search engine to find your website, they will write a relevant word or phrase – this is called a keyword phrase. Your keyword phrases should appear in your content, ideally in the first paragraph. You should also use words in your articles that people are most likely to use when searching. For instance, what keyword phrase might people use to search for your website? Try this with your potential customers to find the best words for your content. In addition, it is highly recommended you use one key subject per page. Also, avoid irrelevant content completely.

Tip 2: Keyword Density
Keyword density refers to the number of keywords used in your content. It is recommended you use natural phrasing. Overusing the keyword to trick the search engine can also get you banned. Your first paragraph should be a strong opening to tell people what your page is about. This practice also helps search engines find your page.

Tip 3: Title of the Page
Giving a descriptive name to the title of your page is essential. The first thing you notice on a search results page is the page titles of the results, so your titles must be related to the topic and appropriate. Best practice is to include the page’s keyword phrase in the title.

Tip 4: Links
Links from other websites to your website determine the PageRank of your website. More links mean a higher PageRank. You can exchange links with other relevant websites or blogs. Furthermore, links to the content on your pages should include keyword phrases in the anchor text.

Tip 5: Social Networking
Promoting your website on social media sites can affect your rank in search as well as bringing more traffic to your website. So, make sure you publish engaging titles and images that link back to your website.

Tip 6: Mobile Friendly
According to The Verge, more than half of Google searches are now done through mobile. If your website is not mobile-friendly, Google will rank you lower in search results pages. Google also indicates onsearch results pages if a website is mobile friendly or not. Therefore, don’t forget to make it responsive.

What Is Infographic And How To Double Your Website Traffic With Infographics

So, what is Infographic? According to Wikipedia, infographics are visual representations of information, data, or knowledge intended to present complex information quickly and clearly. In other words, infographics are a way of presenting information that is uncomplicated and easy to read.

You may have seen infographics while surfing the net or on social media. They are simple, easy to understand, and interesting to read. Nowadays, infographics rule the internet. According to Unbounce, the demand for infographics has increased by 800% in the last two years.

Info Graphics

Recent research by WebMD stated that a human brain can register visual information 60,000 times faster than normal text. In addition, 65% of people are visual learners.

Infographics can certainly double your website traffic if you do them right. However, not all infographics go viral. There are some important factors you should take into account when creating infographics for marketing purposes.

The Method You Use
How you visually present the collected data in your infographic is a very important part of the process. You can use graphs or flow charts, for example, but make sure you consider how the audience will perceive the data.

Another important factor is the title you give your infographic. For instance, if the infographic is a how-to,you should title it accordingly.

Use Correct Statistical Data
Your content should be statistically correct or verified from a reliable source. You won’t convince your audience with information based on your personal opinions so don’t base your infographic on them.

Develop a Unique View
Use a unique approach for your infographic. For example, don’t follow the same format your competitors use. Instead, your infographics should have interesting graphics and characters that tell a unique story that is quick to read.

Pick the Right Topic
Choose interesting topics that people will love to read. It is not easy to grab the reader’s attention unless you have a trending topic to talk about. The best way to achieve this is to search for topics on Google Trends to find out what people are talking about.

Create Useful and Shareable Infographics
Creating useful infographics means providing readers with a deep insight into the topic that they can read and understand in short span of time.

According to Buzzsumo, content with images gets the most shares. In addition, infographics are among the most shared content on the internet as people share what they find useful.’

The Design of Your Infographics
Make sure you get your infographic professionally designed. After all, if you have good-quality content but don’t have an attractive design, your infographic will fail. This is often because people will be hesitant to share the infographic. So, it is best to get it designed by a professional graphic designer.

Generating an embed code
Use an embed code generator to make it easy for users to share and embed your infographic. When you do, your infographic will have a link back to your original social media page or website. This will bring you additional traffic.

Conclusion
Infographics definitely increase traffic. It is best to use them to optimize your website for conversions so you generate more leads and sales. You can attach promotional messages with your infographics as well, to market your business.

Social Media Marketing Made Simple

Social Media is one of the world’s fastest growing industries. If you are not taking advantage of social media platforms you might be leaving lots of money on the table. Social media marketing strategies can be complex, however,because of the increase in the number of social media platformsthat are available. Furthermore, growing a social media account requires time and hard work.

Let’s take a look at some of the largest social media platforms, each of which can be used to grow your business and increase sales:

  • Facebook
  • Google+
  • Instagram
  • YouTube
  • LinkedIn
  • Reddit
  • Snapchat
  • Pinterest
  • Vine
  • Tumblr
  • Medium
  • Quora
  • Periscope

If you want to market your business or website through social media platforms, keep the following points in mind.

Find Your Audience
First and foremost, you must find your target customers. This requires proper research to discover where your customers are most active on social media. You must look if your target audience is made up of Facebook users rather than Twitter users, for example. This will save you energy and time.

Focus on quality, not quantity
The quality of the content you post on social media is very important. If your content is interesting,the user will share the post which will increase your reach. Therefore, it is important to have content your users will love to read and/or content that benefits them in some way. In addition, reposting a link from another website for the sake of keeping your page active will be of no use. Consequently, your content should be unique and compelling so that it gets clicks.

Appeal to Influencers
Influencers on social media play an important role. You should find influencers that appeal to your customer profile, who reflect your business philosophy, and who have a high-quality audience. Connect with these influencers and create a positive relationship with them. If your content and services come across as interesting or show you are an authority on the matter, they could introduce your business to a range of new customers using their social media presence. This kind of exposure is very valuable since you donot have access to this audience on your own.

Be Visible
Don’t post something and then just disappear for a few weeks. Social media audiences have too many choices available and if you’re not visible, you can be cut from their list very easily. Make sure you have a clear calendar set out with a social media plan to publish content and posts on set days and at set times to encourage interaction with your users.

Be Available
When users post queries and requests do not ignore them. Answer comments and messages as soon as possible with a solution or ask for their details so you can contact them immediately. Business pages where queries are ignored are a red flag for many customers who worry that they will be ignored should they make a purchase or order something. How you manage your social media accounts is a reflection on how you manage your business, even if your business runs smoothly and without issue – your users won’t see it that way. Many people turn to social media for reviews and to see how a company handles its customers, so put on a good show.

Be Consistent
Consistency is key

Keeping your posts and messages consistent on social media pages can help you increase engagement with your customers. Moreover, it will help you develop trust with potential customers. For instance, if a customer comes to your Facebook page and sees that you have not posted in a month, they could assume you are out of business or are not a reliable company. In other words, not posting regularly gives a negative impression of your business. Therefore, it is necessary to be consistent and keep your social media page active.

A Website Designed To Look Good Or Designed To Get Leads?

In today’s fast-paced world, every business or individual has a basic website. Sadly, most of these websites are poorly designed or not focused on lead generation. These types of website are not going to help your business or your reputation.

So, the first question that comes to mind is: should your website focus on design or leads?

My website looks great but I am not generating enough sales

Studies of user behaviour by ImpleMedia have found that first impressions are 94% design-related. So, website design is important but if it is not generating sales or revenue then the design is of no use. We usually hear from customers that they want a fresh look for their website. If that is the only requirement there are many cheap solutions available. However, if you want to invest in a website to boost your business, the website should focus on generating leads and converting sales. For example, avoiding website designs that are too complex as they often turn visitors away. In fact, this is one of the reasons some incredibly good-looking websites fail to deliver sales.

Your website should focus on leads, not design

Investing in a well-designed website that builds interest and converts leads is a great way to boost your business. Therefore, your website must be designed correctly so it attracts more leads for your business.

According to research by Peep Laja, the founder of ConversionXL, it takes about 50 milliseconds for visitors to determine whether they like your website and will stay, or don’t like it and will leave. So, the first impression of your website matters. From the first impression, your visitors should immediately know that what they are looking for is likely to be on your website. In order to do that, let’s take a look at the tactics you can use on your website to get leads:

Offers
Include offers like downloadable eBooks, guides, and checklists on your website. Videos are also a great way to engage customers.

Smart CTAs
Place Calls-To-Action (CTAs) in strategic locations throughout your website. For example, they can be installed as a sidebar ad where the customer can fill out their contact information. This is a great way to generate leads when you have people looking to find out more information about your products or services.

Smart Content
Smart content provides the buyer with relevant content based on their interests or the stage they are at in the buying cycle. Smart content best practice is to move your website to a content management system so you can update the content on a daily basis. Also, writing a blog at least twice a week can help attract more traffic.

Layout
The layout of your website is also critical to generating more leads. The right layout means the correct placement of content. This will help your visitors to concentrate on the areas that will help them the most. Some of the tips that you should keep in mind include:

  • Always keep your message simple and to the point.
  • Place CTAs strategically throughout your site.
  • Place CTAs on all pages.
  • Use social proof like client lists or testimonials.
  • Don’t forget to include graphics where appropriate. Otherwise, your website will bore your visitors.

Landing Pages
Landing pages are the last point of contact before a visitor fills out a form. They should use the same design as the rest of the pages with a few differences. Things you should keep in mind when designing landing pages include:

  • Keep the layout of the landing page simple
  • Don’t include the top navigation to reduce distractions
  • Use short forms to gather contact information
  • Make the form button text more creative than “Submit”. For example, use phrases like “Get Your eBook” or “Free Mock-up”
  • Keep content on the right but keep it short
  • Use appealing visuals