Posts Tagged ‘small business’

4 Guidelines to Writing a Good Home Page

Friday, February 26th, 2010

A lot of our conversation about content development centers around landing pages, articles, blogs and other informative features of a website. It is fair to say that content is king…without valuable informative content, online shoppers probably will not even find your site and if they do, they will quickly leave as it will offer them nothing.

Writing home pages however is much different than writing general content. Not only does it have to draw someone in, it also has to support the second level pages that contain all of this informative content we speak of.

Continue reading to learn how a top copywriter Nick Usborne approaches homepages. Nick has had an exceptional copywriting career and offers many invaluable tips to maximizing the benefits of website copywriting.

1. Use your main homepage headline to highlight your site’s underlying value proposition

Someone coming to your site for the first time has a purpose – they are looking for something that you may offer. Therefore, your main headline has to communicate the value of your site and the products and services you offer along with gently explaining why your site is better than others in a similar niche.

This isn’t an easy thing to accomplish and gets more difficult if you try to do too much with your headline.

Therefore, you need to stay focused on the primary reasons behind why someone would be interested in what you offer and communicate that in a concise, easy-to-understand way.

2. Use sub-headings and short introductory text to clarify and expand your headline

Not every online business can communicate all they offer in ten words or less. It’s best to keep your headline short then use short intro text directly beneath it to further clarify and expand your message.

Be sure this intro text immediately follows your headline. Basically, be conscious of eye-patterns and how someone scans your webpage. Do not make them search for this statement.

3. Help site visitors find what they’re looking for

Unless you offer only one product or service, your homepage has to help someone find what they’re looking for in your secondary level pages. If 80% of your visitors only look at three or four different products, then include links to those secondary level pages in your homepage copy.

Use navigation links to provide access to all parts of your site but also include extra links to those areas of your site that are most popular.

4. Make first-time visitors feel comfortable and confident

Unless you are a nationally recognized brand, new visitors to your site are going to be naturally skeptical. They need reassurance that you can be trusted.

There are many ways to do this – including a third-party logo from the Better Business Bureau is one example.

But your headline and homepage copy also has to be written in a tone that’s inviting and belays their fears. Homepages are rarely sales pages – save that for the secondary pages. So do not include sales language in your homepage…simply write in a clear, honest manner.

Make your customers feel like you’re the mom & pop store down the street that cares about their problem and wants to offer a solution.

While these guidelines are not the only elements to writing a good homepage, they are the most important. Like Nick, we try to write homepages in a clear, concise manner. We use homepages to help visitors learn what the site is about and find what they’re looking for without too much trouble.

See more of Nick’s copywriting tips and take a look at some of our copywriting resources on this blog and the SEO copywriting knowledge center.

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Posted in Articles, Online Marketing, Writing for search engines | No Comments »

New Webinar Explores State of Inbound Marketing

Monday, February 22nd, 2010

Occasionally, we drop in on different presentations circulating online to give us insight into the state of the inbound (i.e. online) marketing industry. HubSpot’s 2010 report gives us some good insights into what’s going on.

The bottom line is this – inbound marketing techniques cost much less, around 60% in fact, than traditional media (outbound marketing) techniques. Therefore, considering the economic climate in 2009, social media and blogs in particular saw tremendous growth over the course of the year.

As you will see in the webinar, the cost per sales lead for inbound marketing channels is much lower. To illustrate, 63% of survey respondents say that the cost for generating a lead through blogs and social media came in lower than expectations…compare that to only 34% of respondents who say the same regarding telemarketing.

Results from HubSpot’s study also indicate that 51% of companies plan to spend more on inbound marketing in 2010. Much of this is due to the poor economy, as companies look to get more for their marketing dollar.

Another trend you will notice – smaller companies spend a higher proportion of their marketing budget on inbound marketing channels like blogs, social media and SEO.

The next section of the webinar focused on changes in business blogging and social media. One graph in particular illustrates the importance of good business blogging. As you will see, the more a company posts something on their blog, the higher the chance they will snag a new customer.

In the end, all inbound marketing channels have to work together in order for your efforts to be successful. You can’t simply focus on your blog without ensuring it is crawled and indexed by the search engines, for example. And you can’t simply focus on SEO without providing timely and valuable content to your readers.

Check out the webinar from HubSpot here – it takes about 30 minutes to watch the presentation but it’s well worth your time.

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Posted in Online Marketing, SEO Technology | No Comments »

SEO ‘Local Search’ Revolution upon Us

Wednesday, February 3rd, 2010

Often dubbed “the new YellowPages” by techies and SEO professionals, local search through Google Maps is one form of online marketing that’s slated to see astronomical growth in the next few years…it’s even perhaps a revolution of sorts in waiting with the casualty being the fabled phone book and YellowPages.

Think about it…how often do you search for local businesses using your phonebook anymore?

But going forward, people won’t be using their computers to search for local businesses online. No, they’ll be using their SmartPhone – Blackberry, IPhone and more. And 2010 will see a plethora of new SmartPhones sweeping the market from all major service providers.

What’s the consequence of this? For any local business that relies on YellowPages to advertise their business, it means a shift in how people find them. If their listing doesn’t appear in Google Maps and online, they will be missing out on a lot of opportunities.

To illustrate, a recent training course at Planet Ocean witnessed a demo of the power and ease of Google Maps’ smartphone utility. A 35-year old attendee used his phone to access Google Maps and search for orthodontist in the area he was located – all possible because most smartphones come equipped with a GPS tracking device.

Therefore, all he had to do was enter the keyword into the search and the device automatically displayed locations of orthodontists closest to his current location – along with directions on how to get there!

And these listings come equipped with customer reviews and other relevant information for making a buying decision!

The moral of the story is this – smartphones are in actuality mobile computer devices jam-packed with features one would normally not associate with a “phone”. Could this be the newest “gold rush” to hit the U.S.? In the real gold rush in Alaska in the late 19th century, real fortunes were made not in gold, but selling the tools to mine for gold.

So if you’re in search of opportunities in online marketing and SEO, it would behoove you to consider local search and how your business must be able to harness it or lose out to more prepared competitors.

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Posted in Online Marketing, SEO Technology, Tip of the Day | No Comments »

Best Practices and SEO Don’t Mix Too Well!

Friday, January 22nd, 2010

I’m pretty sure I’ve used the phrase “best practices” here on the search engine optimization e-blog a time or two and now feel like kicking myself for doing so.

Intuitively, best practices don’t make any sense in the SEO profession.

Best practices grew out of organizational management techniques that became popular in the mid-to-late ‘90s. The idea was that certain groups who achieve “best practices” could then teach those practices to the entire organization.

From a practical point of view that makes sense…but in order for “best practices” to work in a strategic sense, the environment must be relatively static and homogenous…two characteristics online marketing & SEO don’t have at all.

Something that works today may be obsolete by the middle of next week in this business.

Instead of working under a static rule set that’s worked in the past for something (old) and has been popularized (is average), which is what best practices essentially are, use metrics to experiment with what works and what doesn’t.

It’s appealing to think there’s a magic formula of best practices you can employ and then just sit back and watch the sales come in.

But the Internet, you and your competitors are constantly changing.

In the end, “best practices” can offer the value of a good starting point to begin experimentation but nothing more. Establishing a good feedback loop and basing your decisions on results of your experimentation means you will go much farther than just re-hashing someone else’s “best practices” plan.

Focus on your business and be ready to constantly modify what works and what doesn’t.

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Posted in Online Marketing, SEO Technology, Tip of the Day | No Comments »

Should SEO Firms Guarantee Rankings?

Wednesday, January 20th, 2010

One question that those of us in the search engine optimization profession constantly wrestle with is whether to provide prospective clients with a ranking guarantee. Many firms will not budge without that guarantee, which makes a SEOs life even that much more problematic.

Forum discussion at Crea8site illustrates the dilemma.

As optimizing websites for the search engines becomes more complex and personalized search options from Google and Bing gain more popularity, viewing success through the prism of search engine rankings alone can be disastrous. The science of SEO has evolved way beyond simple keywords and listings.

Actual traffic and conversions are the important considerations but traffic is the only thing the SEO can realistically do. Without traffic and conversions, your clients will eventually become frustrated and stop investing in their website.

In order to make a SEO firm/client relationship work, each party needs to work in tandem on pricing, rankings, content, service, etc. to get maximum yield from their investment.

Read the forum for more and check out our article in the search engine optimization knowledge center on looking for a SEO firm to grow your online presence.

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Posted in SEO Technology, Tip of the Day | No Comments »

Benefits of Installing Site Search on your Website

Friday, January 8th, 2010

As the Internet has evolved over the years, websites have grown more complex. You don’t need me to tell you that many websites contain a wealth of information on their respective niches.

And with the advent of social networking and other means of finding and disseminating information, web users are growing ever pickier about the websites they visit. That’s why installing site search on your site is an important step in building search engine rankings and boosting conversion rates.

There’s many reasons why more site visitors are immediately going to a site search to find information on a website. These include confusing navigation, cluttered design and even pure impatience. In fact, studies suggest that a person will leave a site if the search function is poor or not there around 80% of the time.

But site search has even more benefits for webmasters and SEO professionals. With the proper analytical tools, site owners can get a lot of information about their site visitors and how they navigate around their site. You can transform your site into a “customer centric” from a static “one size fits all” approach.

Take a look at our newest article in the search engine optimization knowledge center regarding the benefits of site search and stay tuned to the SEO-e blog for recommendations on good site search tools you can easily purchase for your website.

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Posted in Online Marketing, SEO Technology, Site Architecture | 2 Comments »

Tracking Who’s Linking to Your Site

Monday, January 4th, 2010

It’s a common building block of optimizing websites for the search engines – links to your site are an important part of a search engine’s algorithm and thus, where your site appears in a results page.

So suffice it to say that link building is an important part of optimizing a site for the search engines.

But how do you track sites that are linking to you?

Many webmasters and SEO professionals use different tools like Google Webmaster Tools, Yahoo! Site Explorer and others to track link building. Sadly, many of these tools are inaccurate and provide different results as expressed in this HighRankings Forum thread. The undependability of these tools is best stated by Rosemary, who says “one month Yahoo would show 10,000 inbound links and the next month only 300.”

Needless to say, it is difficult to rely on tools that you don’t know much about and have no control over fixing bugs and other malfunctions. And none of them are 100% accurate.

Especially if you do SEO work for other people, you need a way to track who and how many sites are linking to you…spreadsheets are one way to do this.

(Read our post Organize Link Building Campaigns with Excel Type Worksheets for more information on tracking link building efforts)

Many replies in the thread focused on spreadsheets and their usefulness in effectively communicating link building efforts to clients. Many SEOs, including us, use spreadsheets to track where and when someone links to a site we’re working on. Spreadsheets also provide accountability, which is impossible with online tools like Google Webmaster Tools.

One more thing to think about that was mentioned – one webmaster in the thread said they don’t focus much at all on link popularity but simply compare their site’s position to others in that niche. Perhaps this is a good way to think about link building since you’re shooting for high rankings in your niche keywords anyway.

Let us know your experiences with link building and tracking who’s linking to you and when.

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Ecommerce Websites – the Case for Writing Unique Product Descriptions

Monday, November 2nd, 2009

Especially in a down economy like we’ve had for some time now, consumers are very cautious when shopping for products and services. They want all the information they can get before they buy so retailers who provide this information enjoy significant advantages over those who don’t.

One valuable source of information is a product’s description – investing the time and resources to generate your own unique product descriptions can yield higher conversions and differentiate you from the competition.

1. Unique product descriptions gain more visibility in the search engines

Products from your site appearing in organic search results like Google is a wonderful benefit of customizing your product descriptions. Organic search engine listings can bring valuable traffic directly to your product pages without the per-click cost of paid search.

Duplicate content is a red flag to a search engine – using a generic product description from the manufacturer like other retailers will mean your products will not appear when someone enters those keywords into a Google search.

2. Shoppers will be more likely to buy

As a web copywriter, I can tell you that most manufacturer product descriptions are pretty bland. Studies show that online shoppers are reluctant to buy from sites that don’t provide enough information to answer their questions. Unique product descriptions boost your site’s credibility – consumers are more likely to trust and do business with a site that includes well researched and thorough information about their products.

3. Create greater brand equity for your store

Using product descriptions provided by a variety of manufacturers whose products you sell can make your site’s copy seem inconsistent and incomplete. Investing in unique product descriptions means you can tailor the tone of those descriptions to your own store brand, providing a seamless voice for your customers wherever they may be on your site. (And building better rapport and loyalty at the same time)

While it takes a significant investment to write unique product descriptions, the long-term benefits well outweigh the costs through higher search engine visibility, conversions and brand equity. Online retailers who recognize this position themselves well to survive and thrive in today’s online marketplace.

Learn more about how writing unique product descriptions can greatly benefit your online business in this SEO knowledge center article today.

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Posted in Online Marketing, Tip of the Day, Writing for search engines | 1 Comment »

SEO Copywriting Authority Comments on New FTC Rules

Monday, October 26th, 2009

A few weeks ago we reported on new guidelines emanating from the Federal Trade Commission regarding bloggers and testimonials – first, and regretfully, our reporting on the story wasn’t complete as the initial news reports we came across only addressed one part of the new rules from the FTC.

(Catch up on that part of the story on our SEO blog post from October 7th – we sincerely apologize for only including half the story at first.)

There’s been a lot of buzz around the blogosphere by search engine optimization and web copywriting pros as to the impact of the FTC’s new rules…suffice it to say that much of it has been over blown.

But December 1st, the effective date for the new rules, is fast approaching so we need to try and understand what the FTC is doing and how we can deal with it. To my relief, veteran web copywriter Michel Fortin gives us some good guidance on what this means for your website copy and how it can actually be a net benefit in the long run – however, I need to briefly explain the new rules first.

Since 1980, advertisers could describe unusual results by simply including this simple quote in small print at the bottom – “results not typical”. However, advertisers featuring a testimonial from a consumer who conveys his/her experience as typical when that’s not the case will now have to disclose the results a consumer can generally expect.

Michel uses the example of a marketing program in his blog post.

Say someone purchases this program and immediately starts making $5000 per week. If they do a testimonial proclaiming this fact, they are not lying per se. It may be true they made that kind of money using this program. But a testimonial of that nature usually fails to include the circumstances, or unique situation, that made that kind of income possible.

This person may have been a veteran marketer who had a RolodexTM full of contacts and been in business for many years…a newbie will probably not, initially anyway, make that kind of money using this program. Beginning December 1st, the testimonial will have to ensure people know this from the onset.

We’ve all heard the saying “lying by omission” – well that’s the general principle in play here. In essence the FTC is trying to ensure people come away having reasonable and realistic expectations. To quote Michel, the “…truth is no longer good enough.”

Starting on 12/1 you will need to provide a clear understanding of how and under what circumstances results were achieved. Blanket disclaimers will no longer work.

So how can an SEO copywriter comply with these new rules?

How would it be possible to change all of my testimonials so they comply with the new rules? Michel suggests converting testimonials into case studies. And heck, it may prove to be more valuable to your bottom line in the end.

Case studies give a testimonial more meaning – you have more room to provide context of a particular consumer’s experience. Case studies allow a potential customer to consider all angles so they can realistically judge whether your product/service meets their needs and expectations.

And stay calm, there’s no need to freak out over all this. The FTC is being gracious enough to allow a warning for a first offense so if your stuff is not in compliance, you will have the opportunity to fix it without incurring a fine.

Read Michel’s post on the matter, but remember, what he offers and what we’re offering here isn’t legal advice. Consult with an Internet attorney to fully understand what the new laws and regulations mean. For a more legal perspective, read this handy guide from attorney Mike Young.

And the sample scenarios from the FTC can help you understand the new guidelines much easier than simply reading the guidelines themselves.

Check back soon with the SEO blog for more information regarding the other aspect of the FTC ruling we reported on earlier this month.

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Posted in Online Marketing, SEO Technology, Tip of the Day, Writing for search engines | No Comments »

5 Ways to Use Twitter to Grow Your Online Marketing Business

Wednesday, October 21st, 2009

We’re always looking for new ways to find companies who need search engine marketing and optimization services. Twitter is one of those tools many online marketing professionals are turning to reach prospective customers. Many large retailers and manufacturers are using Twitter to market their products and services, especially those targeting younger more tech savvy consumers.

But it can work the other way too! Using Twitter for lead generation is another way many online marketers and SEO professionals are finding new clients in this tough environment.

Five ways sales people can use Twitter include:

1. Research prospective companies

Before you even call a prospective client, do some research about their company through their website and Twitter. Know what employees and customers are saying about the company so when you call, you can build a better rapport with them. Understanding the company and their needs will give you an edge when you make that call.

2. Stay abreast of industry news

Check into Twitter to find updates on things happening in your lead’s industry. Real time updates from Twitter mean you can learn about big news before it’s even published across the web.

3. Find the best time to call your lead

Twitter can also be a great way to find out when your lead will be in the office. Calling every day at 9:00 AM used to be the standard but with Twitter, you can find out when someone is out of the office or in a meeting. There’s no guarantee they will answer the phone if they’re at their desk but the chances of you talking to someone goes up nevertheless.

4. Get honest feedback on your pitch

After the call and pitch, logon to Twitter to see what your lead is saying about it to their friends and colleagues. This method allows you to learn in an unvarnished way where your pitch is strong and where it can be improved.

5. Stay in touch when customers change jobs

Phone and email may be the primary means to communicate with a prospective customer but they are useless when your prospect changes jobs. Twitter is a great way to stay in touch with contacts when they change jobs. And a new job for them could mean new and expanded opportunities for you!

Check out this post on HubSpot’s internet marketing blog for more tips on using Twitter along with an informative webinar Twitter for Marketing and PR.

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Posted in Online Marketing, Tip of the Day | No Comments »

Starting a blog for your small business? Help for do-it-yourselfers

Friday, October 16th, 2009

Small business owners starting a blog often have a whole pile of questions. How do you set up a blog? What URL should it reside at? How do you find material to write about week after week? How can I promote my blog? Who would want to read it? Is blogging really a good use of my time? (If not, should I hire a ghostwriter?) And so on…

If you’re considering hiring an online marketing company to help you with your blog, you’ll be guided through the whole process.Ebook Cover Flat

But if you’re looking to set up your blog on your own, you’ll need to first do some homework. Marketing consultant Kelly Watson has pulled together a great resource that answers all the small business blogging questions you can think of and more. I know, because I reviewed her blogging ebook and SEO Advantage contributed its expertise in a few places.

At $29 and well over 60 pages PLUS tutorials to help you actually set up your small business blog, The Small Business Blogging Blueprint is a resource that will serve you well. In fact, author Kelly Watson is even including in that price all future updates, so you never have to worry about the info becoming outdated.

Learn more about the ebook here.

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Posted in Online Marketing, SEO Advantage, Tip of the Day | 1 Comment »