You’re probably no stranger to the phrase “content is king” — but does that still ring true in 2021? Well, yes — great content will likely always play a part in any company’s digital marketing strategy — but there are a few key points to keep in mind as you head into the new year. Below, we’ve provided some tips to optimise your copy and provide your website visitors with an optimal experience.
Before you jump into the finer details of optimising your website copy, it’s important to lay the groundwork first. Here are some ways to ensure that the foundations of your website are in good shape:
Your home page is an essential part of your visitor’s experience. Here are some ways you can make your home page better through a mix of the right copywriting elements and UX features.
Have you ever visited a website with the intent to find a very specific product but there was no search bar on the page? It’s a very frustrating experience that might have caused you to visit another site instead. Incorporating a search bar means that a customer doesn’t have to scroll through multiple pages to find a specific product.
A call to action or CTA prompts users to complete a certain action. The action could be anything from subscribing to your mailing list to starting their buying journey. You don’t have to overthink the copy of your CTA, either. Keep it simple! CTAs are meant to be short and sweet. Aim for 5 words or fewer.
It’s a good idea to sprinkle calls to action in prominent areas of your website, in contrasting colours. A great example of this is GoodLife Home Loans. They use contrasting blue and white boxes to help you navigate exactly where you need to right above the fold on their homepage.
Besides using a search bar and a navigation bar on your website, it’s also important to have a navigation bar somewhere that’s clearly visible.
In most cases, a customer isn’t going to make a purchase without taking a little convincing. Usually, that means that a customer is going to check out your service or product reviews before making a buying decision. Make sure that you highlight your 5-star reviews in a prominent area of your home page.
If you’re a new company that doesn’t have a ton of reviews yet, try to send out follow-up emails to past customers to request reviews. Including testimonials on your site, especially on your homepage, sends signals of trustworthiness and authority to your prospective customers. Take Undergrads Moving for example. They give you a transparent look into their Google, Facebook, and Yelp reviews so that you can easily see they are a well-trusted and liked company to do business with.
Nobody wants to visit a website with giant blocks of text and nothing else. Even a website with the best copywriting in the world needs great photos, icons, and illustrations to go with it. Paragraphs of text should be broken up into headers and subheaders to make it easy for someone to scan. In addition, graphics are a great way to drive home a point that you’re already making in your website copy.
Graphics don’t need to be super fancy to be effective — simple icons do the trick, too.
And go easy on the stock photos. While stock photos are helpful here and there, an over-reliance on stock photos can give your website an inauthentic vibe, which you should avoid at all costs.
Another easy way to engage with customers is by putting a live chatbox on your home page. Dedicated staff can talk to customers or potential customers to quickly answer questions.
If you don’t have the staff to feasibly offer live chat to customers, a chatbot can be a powerful tool to use instead.
Although infographics are light on content and heavy on graphics, they still require the touch of a writer to convey the right message. In fact, the fewer the words, the bigger the impact in some cases. Infographics don’t offer a ton of SEO value, but they act as a shareable asset that might even go viral if you’re lucky.
Infographics are also helpful to enhance customer understanding of certain concepts. For example, let’s say that you run an environmentally-friendly apparel business and you want to drive home how much carbon is saved by buying from your company.
To help illustrate the benefits of purchasing apparel from your company, you could create an infographic highlighting statistics about fast fashion. Then, you could move onto your company’s mission of sustainability which fights the negative effects of fast fashion. (For example, you could show how each purchase is equivalent to taking a car off the road or a similar environmental impact calculation.)
Copywriting is still an important tool for businesses to prioritise on their websites and marketing materials. Without good writing, you can send out confusing messages that turn off potential customers. Consider implementing some of the different tips found in this article. By paying attention to the copy and messaging of your business, you can successfully attract the attention of new customers while retaining old ones.
Matt Casadona has a Bachelor of Science in Business Administration, with a concentration in Marketing and a minor in Psychology. He is currently a contributing editor for 365 Business Tips. Matt is passionate about marketing and business strategy and enjoys the San Diego life, travelling and music.
Globally, Google is used to make five billion searches a day globally. That’s three million every minute, and 63 million searches every second across mobiles, desktops and tablets.
So when the search engine giant announces an update to its algorithm, it’s very important for SEOs, website owners and content producers alike, to find out more about the changes Google has made, as it can have an impact on your website’s performance, traffic and search engine ranking. As specialists in content marketing, it’s important for us to keep our eyes peeled for updates too.
Key takeaways from the update:
This latest core update is the third of 2020, following other similar changes made back in January and then in May.
According to Google, these updates are implemented with one goal in mind: to present relevant and authoritative content to searchers.
Core updates such as this may mean website managers see some impact on their analytics and the performance of their pages or content.
Some sites may see drops in traffic, others may see gains. Of course, those who are negatively impacted will want to try and apply a suitable fix or solution, and Google is keen to explain the process and how it’s not seeking to target or punish specific sites or pages. Ultimately, the changes are driven by its team improving how Google’s algorithm assesses content to enhance how users utilise its service.
The Google team says content managers should liken the update to how film lovers refresh their list of favourite films.
‘Imagine you made a list of the top 100 movies in 2015. A few years later in 2019, you refresh the list. It’s going to naturally change. Some new and wonderful movies that never existed before will now be candidates for inclusion. You might also reassess some films and realise they deserved a higher place on the list than they had before.’
This film list will change as there are some more deserving films to have come out since you first compiled your selection. And this is the case with this online update. Ultimately, this is a refresh of how Google evaluates and ranks quality online content.
Three updates have taken place so far this year. May’s core update took several weeks to roll out while previously an update was also made in January.
This latest change was announced by Google on 3rd December 2020, so it’s important to keep a close eye on your analytics to see how it will impact your website’s pages over the coming days and weeks.
Every time Google undertakes an update, a website can start to perform better or worse in search results.
Understanding when this update takes place will help you realise why your website’s analytics might start showing certain trends and changes. It should ensure content and website managers can work out whether this is due to an internal issue or a change like this from Google. If you see your pages dropping or going up Google’s search engine rankings when an update is announced, then this could well be why.
Any website pages which do see a drop in traffic have not necessarily been doing anything wrong or need to get anything fixed. However, at the same time, you may feel you need to do something. For Google, there’s one aim all website managers should look to satisfy: ‘We suggest focusing on ensuring you’re offering the best content you can. That’s what our algorithms seek to reward.’
When looking to evaluate the quality of your content, it’s worth asking yourself a series of questions around your pages, how information is presented and the value they offer.
Some examples of these questions include:
You can also focus specifically on the pages which have been most impacted. Evaluate them closely in line with some of the questions to see if making any improvements with them might help.
To help respond to a core update, your focus should be on producing quality content that’s well-researched and presented. If you ensure your website adheres to this general rule, then Google updates should not be feared.
Please get in touch with us for support with developing your content strategy in line with Google’s latest updates to their algorithm.