Posts Tagged ‘content’

Three Key Reasons Why Fresh Content is critical for your website

Posted by

Three Key Reasons Why Fresh Content is critical for your websiteThere is nothing more frustrating for a website visitor to come calling on a business site and find that the website is filled with out-of-date content.

Business prospects are instantly “turned off” any chance of actually becoming clients of the business and current clients will quickly become frustrated at the lack of online support for products and services.

In an age where consumers expect to have information available right at their fingertips, an out-of-date website with poor content could easily mean the difference between success and failure, both online and offline. Here’s three key reasons you should keep your website up to date and “fresh”:

Send the right message to your prospects

As the saying goes, “First Impressions Count”, and your prospects want to be impressed. An old website with content that is no longer relevant to them sends out the wrong message immediately and says to the prospective customer “we can’t be bothered to update our website and we put the same amount of effort into the rest of our business” (even though this may not be true).

Try to hook potential customers with engaging information, tutorials, videos, product demonstrations or free downloads all about the products or services that you want to sell them. This attention to detail will pay off in “bucket-loads” as they realise you are serious about what you do and that your business is the one they want to work with.

Provide your customers with the support they expect

Your current customers deserve to be looked after as well. You want them to return time and time again and this is possible with the 24/7 support that a well-structured website can give them. If they have problems outside (or inside) your business hours with your products or just need to find out how to use them effectively, your website can do this with downloadable how-to sheets, videos, customer forums and help desks.

In a generation where everyone is looking online for what they need – your website needs to be supportive environment where YOUR CUSTOMERS can get what they need – when they want it!

Google!

Not only is a freshly contented website good for impressing prospects and helping customers, it is also very good for the website itself. Google’s search ranking algorithm has a special fondness for sites with updated, relevant content, promoting sites with these higher on search results.

Once ranked, Google re-visits your site every few weeks and checks the content it finds against the content from its last visit. If it finds the same old information each time, you will see that your business website will begin to drop down in search rankings – possibly below that of your competitors.

A new article in your blog, added photos in a gallery or testimonials from customers are easy to add and make Google “happy” with your website.

As you can see, it isn’t too hard to keep your website “fresh”. Simply dedicate a few minutes each week (or day if you can) to adding new information that is relevant to the customers that you have and the ones you want to attract. Integrate a website content plan into your everyday business operations and reap the benefits as your online visitors begin to see your business as passionate, supportive and above all, operating with your finger on the pulse of your industry.

Google Loves a Fast Site – Five Simple Ways to Speed Up your Small Business Site

Posted by

Five Simple Ways to Speed Up your Small Business SiteAs proved by 27% of all websites on the internet, the WordPress CMS is an amazing framework to build upon when creating any site. Not only is it simple to use and update, WordPress has a huge community of developers around it, consistently creating new plugins for use in the CMS. The base framework of WordPress itself is so popular, it is estimated to be used by over 70 million websites worldwide!

It’s so simple to use WordPress to add fresh content, plugins and imagery that sites can easily get slowed down by the shear workload. Today’s internet-savvy visitors expect a site to load its content in under five seconds – any longer, and they will start leaving in droves.
Luckily there are five simple actions that you (or your web developer) can put into place to ensure that your site speed is up there with the best.

#1 Optimise all Images

All website owners and operators need to ensure that images have been optimised before they are uploaded to a website. This means that PNG files should be run through an optimizer like TinyPNG to reduce them and JPG images files must be reduced to at most 80% quality. There’s plenty of free editors that can help with this optimisation including the very capable Irfanview.

#2 Minimise Website Code

Most websites are made of complex programming code, generating everything that you can see on the browser screen. This code is not usually contained in one single file, meaning that your site is “pulling” information from several places as it loads, slowly down the load time.
Adding a plugin to your site such as JCH Optimize helps to automatically compress and tidy up some of the code (specifically CSS, JavaScript and HTML) into one file on the server. This singular file is then accessed by your site visitors, effectively speeding up the load time on their browsers.

#3 Reduce call-outs to external sites

Whilst grabbing web fonts from Google and displaying Social Media on your site may be appealing and give you loads of instant content, they are responsible for a majority of site drag. When accessing information from external sites, your poor website not only has to load itself but it also needs to load content from these other sites.

To prevent this, use common fonts or fonts that can be stored on your own server and minimise your Social Media display – at least on the home page.

#4 Optimise your site’s database

Over time, site updates and usage takes a toll on the database which stores all the information for your site. Keep this data inline and optimised with the WP-Optimize plugin – it will automatically tidy the stored information on a set schedule and keep the background of your site neat and tidy for quick access.

#5 Use Online Tools to determine blockages

If you have tried all the tips above and still need to squeeze out a few seconds of load time, head over to GTMetrix and type in your website address. This online tool analyses your site speed using Google PageSpeed and provides a concise list of how your site is performing and where improvements can be made. Some areas may be too technical and need the assistance of a web developer however quite a few can be “fixed” by a novice user with a few spare minutes.

Conclusion

It’s important to note that not only is site speed essential to your visitors, it’s also important to your Google ranking too. Page speed is an important part of the Google Algorithm – slow loading sites will be penalised with low ranking in search results.

Need help getting your site “Up to Speed”? Rusty Mango Design are specialists in developing WordPress sites and we can tweak your small business site until it is purring like a kitten. Send us an email today and we’ll check it out on GTMetrix for you (free-of-charge) and we’ll let you know exactly what we can do to help!

How to Revitalise a Boring Website for the New Year

Posted by

New Years ResolutionsThe New Year always feels the right time to make changes – either in our own personal lives or in what we do throughout the year.

Some people resolve to lose weight, others want to quit a bad habit and some might just want to be better with their finances. It’s a perfect time to hit the “reset” button and start over with whatever we want to achieve.

So why not put together a News Year’s Resolution for your weary small business website?

There’s no better time than the present to take that old, tired website and give it a little bit of “love and commitment”. It’s not hard to breathe new life into a dead website and give your target audience what they need – an easy way to find and engage with your business.

Commit the time to make it WORK

Contrary to the belief of some small business owners, a website is not a guaranteed magic bullet for business success. Too many people believe that once a site is online, everything else will happen by “natural” causes. Nothing could be further from the truth – your site may not even be noticed by Google if you don’t put some effort in to get some attention.

Set aside a small chunk of your time each day (or a larger chunk each week) and commit yourself to making your site a success. The amount of time is up to you but this time should be spent on creating new content for your visitors, optimising your site for search engines, gathering customer testimonials for display or any range of website-related tasks. Try something new every week.

Get Some Inbound Love

Inbound LoveIf your site is low on inbound traffic, use your existing industry connections to turn it around in 2017.

You can reach out to your connections in a variety of ways: – through your blog (as we do every couple of weeks), your social media promotions, viral videos (with your web address clearly displayed), email newsletters or even your local newspaper. Anywhere there is an opportunity to create a connection.

Whatever the method you choose – the end-goal is always to boost the online traffic heading into your website so be sure to provide an inbound link in each situation.

Add Value for your Visitors

Once you’ve got visitors coming to your site (inboard), the trick is to keep them satisfied and make them want to return again and again.

The key to this step is answering this simple question – “Why are they coming?”

Nine times out of ten your visitors will be looking to somehow engage with your business. They will be looking for help on using your services, or maybe some more information on your products or, our favourite, just wanting to make a purchase?

Once you have worked out why customers are coming to your site, the next bit is simple –
Give ‘em what they want!

Freshen up that tired old site.

Freshen up that tired old siteThe final step in giving your website a new lease on life in 2017 involves stepping back and taking a cold-hard look at the current state of your site.

Use these questions as a guide: –

  • Does my site look like it belongs to a previous decade (maybe the 90’s)?
  • Is the site “responsive” to viewing on tablets and smart phones?
  • Are my key offerings easy to access and immediately identifiable?
  • Does my business brand match my online presence?
  • Do I offer helpful content to my site visitors? Do I give them value?
  • Can people find my website?

Providing the solution to each of these questions and implementing them on your website will put your site in a prime position for online success in 2017.

Good Luck and Happy New Year!

If your small business website needs any help to make your New Year’s Resolution a reality, get in touch with us at Rusty Mango Design and let’s make 2017 the best year for your website yet!

How You Can Make Google Sit Up and Pay Attention

Posted by

It’s time to dispel a myth.

The act of simply getting a website DOES NOT mean that Google will automatically sit up and take notice of your business.

Your small business website is an important portal to your business – not Google’s. They won’t automatically place your business at #1 on the search rankings just because you have a site.  And the truth of the matter is that Google will continue to basically ignore your business until you (and your web developer) put some plans into action to make them sit and pay attention.

Here’s some tips from the Rusty Mango team to help you in the right direction….

Mobile ResponsiveMobile Viewing is Vital

As of 2015, making websites mobile responsive for viewing on phones and tablets became a priority for all. This was thanks to Google, stating loud and clear, that sites that were not optimised for viewing on mobile devices would be penalised in search rankings or, even worse, not even appear in mobile search results.

Google aside, now that over 74% of Australians rely on their phones as much as they rely on their desktops (Galaxy Poll), it’s definitely time to ensure that your small business site is mobile-friendly. 

All new Rusty Mango Design sites are mobile-responsive from day one for this very reason.

Don’t Use a Generic Business Name

If you already have a reputable brand then this particular action is going to be hard to implement. When establishing your business name, be sure to select one that is not previously used by other businesses, particularly in your industry. Even similar names can cause issues.

Why? Two problems can arise online – one, you may find it hard to register the domain name that you want and two, most importantly with SEO, Google may show your competitor’s name when users are actually searching for you!

Back LinkingShare Site Links with Your Industry

Although nowhere as important as they used to be, inbound links still give your site credence in the eyes of the Google-Bot. In days gone by, sites would inherit “importance” or ranking from any sites that linked back to them – reciprocal links were very popular among web masters. That importance has been downscaled in recent versions of the Google ranking algorithm but it is still there to a lesser degree.

To take advantage of inbound links, ask that your industry contacts link back to your website and, in return, you will link out to them.

Use A Plugin to Optimise Your Pages

When it comes to optimising your site for SEO (search engine optimisation), ticking all the boxes to make Google happy is a difficult task. Luckily for those sites using a Content Management System – there are site add-ons (plugins) like Yoast SEO to help get the job done.

Yoast SEO uses a coloured “light” icon to indicate whether the SEO on a page has been done correctly. Red: Incomplete, Orange: Partially Done and Green: Optimised. As the user adjusts the SEO settings using the easy to understand Yoast recommendations (Page Title, Description, Alt Tags, etc.), the “light” icon changes. Aim for the green “light” and you have given your page a good chance of success with Google.

Fresh ContentFresh Content

“Content is King” has been a catchphrase for quite a while now and nothing has changed. Google still loves sites that keep their content fresh, engaging and relevant to the target audience. The Google-Bots trawl the web regularly and they will notice who is updating their sites and who isn’t.

Of course, the easiest way to get some Google “love” is to pay for some. The Google AdWords system is the way that their company makes the bulk of their income. If you sign up for pay-per-click, you will suddenly become a Google VIP and your business listing will appear in the Ads in search results.

Have a Search right now and see where your small business site appears. If it isn’t on that all important page one, look at the actions above and create your own Google SEO strategy.

Top Five Things Every Small Business Website Needs

Posted by

Top Five Things Every Small Business Website NeedsCreating a small business website is a daunting task for anyone who has very little or no online experience. Even the smallest bit of research will unleash a whole range of techno-jargon and online marketing advice from all angles – enough to make anyone’s head spin.

To avoid this overload of information, a new site should be treated like a V8 Supercar heading out to the track for the first time. It must be built on a solid framework but will be constantly tweaked throughout its life span into an efficient, customer-converting machine.

To provide this solid framework, there are five essential items that must be taken into consideration from day one:

#1 An Easy-to-Use Navigation Menu

The menu system of the site must be easy to find on the page, simple to understand and uncluttered in appearance. Refine the main options (those visible straight away) down to the bare necessities and “drop-down” menus should be used to display any extras that need to be accessed during a visitor’s time on the website.

#2 An “About Us” Page

Top Five Things Every Small Business Website NeedsIt’s been found that today’s online consumer likes to “connect” with businesses before they purchase products or engage services.  A good “About Us” page should be jargon-free and clearly display who you are, where your business has evolved from and why it exists now. Once again, keep to the essentials but at the same time, don’t leave any important information out.

Be sure to also include a “Contact Us” page on the site with a contact form that sends directly to the site manager’s email.

#3 Helpful, free content

Another way to create a connection with your customers to provide helpful content that will improve the way they interact with your products and services. This can be achieved through a variety of ways including FAQ pages, videos, customer forums and downloadable PDFs. By adding high-quality free content to your site, visitors are more likely to return in the future to what else you have to offer them.

#4 Customer Testimonial Page

Whilst writing your own content will go a long way towards selling your products and services to site visitors, nothing works better than testimonials from your current customers.

Select a few satisfied clients that you have worked with and send them a friendly email requesting a short description of their experiences with your business. You may be surprised how quickly you will receive a response from them – most people love to reward good service.

#5 A Clear Call-To-Action

Top Five Things Every Small Business Website NeedsEverything above counts for nothing if you don’t provide a quick, easy to find Call-To-Action (CTA) somewhere prominent on your site. The CTA is the method by which a site visitor chooses to become a customer. For example, on a motel’s website, a “Make a Booking” button provides as the Call-To-Action. On an eCommerce site, you’ll find a shopping trolley icon marked “Checkout”.

The CTA may be different for each business but the rules for displaying them are the same – it must be eye-catching, clearly defined and be designed in such a way to encourage interaction.

Without a Call-To-Action, a website quickly becomes an online brochure.

Conclusion

There are loads of other elements that help make a successful website that converts visitors to customers. These five items will allow you to create a solid framework from which to build the remainder of your site.

In future blog posts, we will cover some of the extras that will add even further value to your site and help to build your business in both brand and bottom line.

For help getting your small business website off the ground, get in touch with Rusty Mango Design. We’ve been working with small business since 2007.

5 Key Points you NEED to effectively brief your Web Designer

Posted by

main-imageBuilding a website for your small business should not be a spur of the moment decision.

And yet, as a website developer, I often meet new clients who have decided to build a website for their business but they haven’t yet considered how that site is going to improve their business.

Some still view a website as an online business card and, as I’ve covered in my blog posts before, a website can be so much more if it is planned and implemented correctly. The key to this effectiveness is carefully-considered planning – at every stage along the line.

Before picking up the phone or emailing a web designer for the first time, there are a few key questions that need your attention to ensure that the website development stages are quick and the final website is more effective when it is launched.

 

#1 What is the Key Objective of the Website?

Very simply, in as fewer words as possible (one sentence if possible), write down a measurable objective for your business website. This single sentence will guide everything else that happens along the way to development your site. The measurement is usually written as a percentage.

i.e. Increase the Monthly Sales of XYZ company by 20%

 

 5 Key Points you NEED to effectively brief your Web Designer#2 Who is the target audience?

With point #1 clearly in mind, now look at what kind of site visitor is going to make that measurable objective possible.

Who will be looking for your products/services? Where are they? How old are they? What gender?

Be as specific as you can – this information will help your designer plan and style your site.

i.e. 18 to 60-year-old men interested in recreational fishing around the North QLD area.

 

#3 What kind of content will your audience be seeking at your site?

After identifying the audience that you want to attract to your site, grab a pencil and paper to map out the type of content that these potential customers will respond do. Will they want to read text blogs like this or would they respond better to video or imagery? Maybe a mixture would work best?

What kinds of information / products / services will they be seeking from you and, most importantly, what information do you want them to have about you and your business?

i.e. Information about the latest estuarine fishing equipment, videos on how it is used, fact sheets on where the fishing are biting….

 

fish

#4 What are your competitors doing online?

Get this information in conjunction with point #1 – Get online and see what your competitors are doing with their websites. Google all relevant information regarding your target audience. Your top competitors will generally be at the head of the list – What kinds of content are they using? What appeals to you on their sites? What doesn’t?

Although your web developer should do this research as well, it will be highly beneficial to you as your website takes shape and you know what you are aiming for.

 

#5 What timeframe do you have to complete the site?

Armed with the knowledge that designers work better when given a timeframe (I know I do), when you want to launch your site to the world? Keep in mind, you must be able to “hold up” your end of the bargain and ensure that you can provide the content that the site requires for launch. Even the most experienced developer will baulk at a proposed launch date if they don’t have the content for the site.

 

Conclusion

By having the above planning completed/documented before contacting a designer, you will also be able to brief them clearly and then ascertain whether they can do the job at hand.

Don’t leave your small business’ website goals up to the designer. Remember that no-one knows your business better than you.

Have you got all the above planning done and are ready to go ahead and contact a designer?
Get in touch with Rusty Mango Design on 0488 406 050 and we will work with you all the way (and even beyond) to a great, customer converting website for your small business.

Five Steps to Writing Great Blogposts that ENGAGE

Posted by

The key to writing blogposts is consistencyA Blog post is a great way to create fresh content for your website and a fantastic way to demonstrate that you are an expert in your industry. By producing helpful posts on a regular basis for your website audience, you can build a dedicated following who will often revisit your site just to see what you have written next. Another benefit of blogging is that your website content remains fresh and everyone knows that Google loves “fresh” sites in its search results.

Several clients of Rusty Mango Design have recently started writing blogs on their sites to build their online influence so we thought it’s a perfect time that we share the process we go through to write an engaging blog post.

Step 1: Choose a Topic

Once you start down the blogging pathway, you’ll find that ideas for new posts are continually popping into your head. Be sure to write each one down (I write mine on post-it notes) and store them in your ideas folder.

These ideas must be relevant to your target audience and they must be helpful and/or solve a problem.

Once you have a selection of ideas in your folder, choose one and move onto Step 2.

Step 2: Research – What do others have to say on the Topic?

Get online and see what other experts in your field are saying about your chosen topic. I don’t suggest that you plagiarise but doing some simple research will help galvanise your own thoughts and get you ready to write your own piece on the subject.

My Mindmap - its messy but it works....Step 3: Create a Mindmap

Next, use a simple mind map to pour out your key ideas for the post. The mind map for this very blog article is shown on the right.

Write your topic in the centre and branch out in all directions with the various points on that topic – it’s amazing how the ideas start to flow once you start. Feel free to scribble down anything that pops into your head.

Step 4: Start Writing but use your Own Voice

Start writing your posts using each of the various points from your mind map. Expand on each point but don’t go too overboard – stick to the basic K.I.S.S. principle here (Keep It Simple Stupid). Waffling on will lose your audience.

Be sure to speak the words out load as you type (be ready for some weird looks from your co-workers here). Your text should reflect the way that you speak – your audience wants to hear from you, not some academic lecturer.

Finally, use a timer (I use a Pomodoro Timer App on my phone). This keeps you focussed on writing and prevents your blog post from consuming your entire day.

Step 5: Create a Summary and a Headline that HOOKS

Create a short summary/excerpt of your blog article to post onto Social Media (Facebook and LinkedIn are my choice) – this is much easier to do straight up after you have written the blog post. Don’t wait and do it later or you may lose the flow of your topic.

Finally, the headline of your post is essential to hooking the attention of your potential readers. Just like the headline in a newspaper, it needs to make the reader want to find out more. Headlines are an art form in themselves. Joanna Wiebe at CopyHackers has written an excellent article on this very topic: 5 Criteria for Writing Powerful Headlines: https://copyhackers.com/2013/09/writing-powerful-headlines/

Conclusion

By following the simple steps above and getting in the practice of writing a blog post on a regular basis, you will find that ideas will soon start to flow easily from your head onto your screen. Keep at it too – the helpful content you produce will be a great addition to your online arsenal, confirming to all your potential clientele that you are an expert in your field and your business deserves their custom.

Five Internet Strategies that could save your Small Business

Posted by

Let’s be clear from the very beginning – using the internet for small business is NOT the guaranteed golden bullet solution to all your problems. The addition of an online presence will not automatically turn your fortunes around. Running your own website, engaging customers on social media and selling products online takes effort and hard-work – as will all the strategies outlined in this post.

The internet definitely offers you more avenues to market your business than ever before. You can generate followers and advocates that will purchase from (and market) your business 24/7, sometimes without any one-on-one interaction from you.

Below, there are five online strategies outlined that your business can employ to help raise awareness of your business and its offerings and, most importantly, boost that bottom line.


#1. Boost your Facebook Posts

Facebook BOOSTEver seen the big BOOST button on your Facebook page?

This is the button you will see next to any posts you have made. With the power of a BOOST (and a minimum spend of $7/day), you can actually display your posts in the Facebook feeds of a very specific audience. These people are the prime candidates to which you want to market your products and services.

For example, our local dance shop is selling Fascinators for the upcoming races in town. With Facebook BOOST advertising, they can target:

Women, who like Fashion, and live within 50 miles* of the town, in the 18-50 age group

With targeted boosts, you get your message sent out exactly where you want it to go – much better than casting a broad net and hoping you catch something.

* Not a typo – Facebook, an American company, measures in miles regardless of your location.


#2. Build an eCommerce Store

eCommerce online storeCoupled with the low overheads associated in running an online store alongside your “bricks and mortar” business, there are two major advantages for building your own online store

Firstly, an eCommerce store can sell your products and services 24/7– your customers don’t have to wait for the doors to open or for you to even be available. A good online store is set up to run automatically with payment options and shipping processes integrated.

Secondly – your online store is capable of selling anywhere in the world. Your customer base is dramatically widened beyond the immediate geography of your shopfront. If someone on the other side of Australia (or the world) wants to buy your goods, they can access your online store and make the purchase whenever they want.


#3. Provide 24/7 Customer Service

Customer ServiceGood customer service can be time intensive, and sometimes very repetitive with no immediate remuneration for your time.

With a website, you can off-set some of the repetitive parts of your customer service through the use of frequently asked questions (FAQs), video tutorials and downloadable help sheets (Bunnings are the masters of this) to name just a few. 

Setting up your website’s customer service area properly would be time well spent as the support you provide online can save you hours either on the phone or answering emails.

 

 


#4. Plan and maintain a Content Marketing strategy

Content MarketingContent marketing is a must have on any small business website. To clarify, Content marketing is a strategic approach focused on creating and producing valuable, relevant, and consistent content that attracts and retains your target audience. It is also a key element of the Google search algorithm, helping to determine your website’s placement in search results.

How do you create an effective Content Management Strategy?

  • Decide on your content mediums according to your strengths and your target audience (Blog, videos, podcasts, newsletters….)
  • Generate a plan in calendar format which includes the dates, topics and mediums for the creation of your content. This includes social media updates and blog posts.
  • Stick to the plan – consistency is the key to success!
  • Monitor your traffic to gauge the success of each item. This will give you valuable information in relation to what is working and what isn’t.

#5. Give Email Marketing a try

Email MarketingIf you are thinking of employing an email marketing approach to broadcast your small business, you can’t look past MailChimp (no affiliation with Rusty Mango). It has almost everything built-in to help you create great looking emails, distribute them and, most importantly, keep you within the law regarding SPAM.

Note: You cannot send emails from a business in Australia to anyone you like. You must have the recipient’s permission or an existing customer relationship with that person.  For more information, take a look at the Spam Act 2003.

Using MailChimp (and common sense), you can create an email campaign that drives business to your website and your physical store:

  • Use a pop-up plugin on your website to acquire email addresses from your site visitors. Some of these can be set up to send collected addresses directly to MailChimp.
  • Create list of your existing customer’s emails. Excel is a good way to do this as you can import spreadsheets to MailChimp.
  • Using one of the many templates, create your first email newsletter. Re-purpose some of the content that you have created for your site – blog entries are perfect for this!

MailChimp has a built-in unsubscribe option. Recipients of the email simply have click Unsubscribe in the footer of the email and MailChimp will automatically remove them from the list, satisfying another condition of the Spam Act.


Conclusion

The real secret to a successful and productive online presence for your small business is summed in one word – consistency. Your website cannot be a stagnant brochure for your business, it needs to be dynamic, helpful and must reinforce your position as an expert in your field with quality service and/or products. Make an effort to set aside 15 minutes a day and develop each of the strategies into a workable system for you – the rewards for your business will become clear in no time at all.

Feeling a little overwhelmed? If your business needs help developing any of the strategies above, please get in touch with Rusty Mango Design – we love to help small business!

Information Overload = High Bounce Rate = Poor Website Performance

Posted by

Information OverloadIn numerous blogs, books and forums, small business owners are told from the very beginnings of their online forays that content marketing is a must for a successful website. Any solid marketing advice will say “You must create FAQs, blog posts, videos, podcasts, Facebook feeds, how-to sheets, free e-books, Tweets and Pins for your site to REALLY connect with your target audience.” This is good advice, after all, Google loves fresh content and so do those visitors who return to your site.

But there is inherent danger with all this information – having been told to create it, some website owners get carried away. And, unfortunately, your website visitors may not appreciate this content as much as you do – especially if it is displayed to them all at once.

By this, I mean displaying it all on the very first page of a website – known as the landing page.

In a recent blog post I mentioned Google Analytics which is an excellent tool for tracking and reporting on website traffic. One of the key statistics from Google Analytics is the “bounce rate*” for the site on which it is installed.  If your site overwhelms visitors with the information displayed on that first page, then you may find that your bounce rate is quite high.

The key to solving this problem is to remember this simple point at all times: your site visitors have arrived at your site seeking only one of two things, information and engagement. Think back to any site that you have ever visited – you have sought out those sites out to either find out more about the business and their services/products or, engage them in further conversation (which can take many forms) and maybe make a purchase.

So how do we avoid information overload on key pages of your website?

Try to keep information in line with the five basics of a good home page:

  1. A catching headline that includes your keywords. If you are a plumber in Innisfail, use a title liked “Professional Plumbing Services – Innisfail.” Keep Google happy by staying under its preferred title length which is 70 characters.
  2. A solid sub headline paragraph (or two) that briefly describes who you are and what you do. Visitors love a story so you could also talk about what you can do for them but don’t get use jargon, remember to apply the K.I.S.S.* principle here.
  3. Display your immediate contact information in the top right hand corner of the page. If you want people to ring you, show the phone number in a large font. If you prefer emails, show the email address. Remember to keep it all mobile friendly by ensuring that both of these can be clicked/tapped.
  4. Make your Call to Action very clear. In most cases, this is what you prospective customers will be looking for so make it STAND OUT! Don’t make customers search for your latest deals or booking forms, make them so obvious that a blind person could find them.
  5. Everyone loves a good slideshow (that’s why every site these days has one). But don’t just use it to display pretty pictures – make it part of your marketing plan. Make it part of your HOOK* to immediately engage your visitors.

Get those things right on the front page and everything else is superfluous – put the extra information on other pages. Use your navigation effectively and your visitors can find it if they want to dig further.

With the advent of Content Management Systems like WordPress, Drupal and Joomla, there is the ability to create a multitude of cascading pages for your website so there is no excuse for not using this to your advantage.

Keep the front page of your small business site clean and simple using the five items above and monitor your Google Analytics. Done effectively, you will watch that bounce rate drop away as your prospective customers come and, most importantly, stay.

* the percentage of visitors to a particular website who navigate away from the site after viewing only one page.

* K.I.S.S. = Keep It Simple Stupid

* a hook, which is a short phrase or jingle designed to entice a customer to purchase a product or sign up for a service.

Make Twitter work for your business

Posted by

Make Twitter work for your businessA huge chunk of the Social Media focus, especially in business terms, is given to either Facebook or LinkedIn. Poor little Twitter is often seen as the outsider. However, if you are looking to build your credibility and influence in the online world, there can be quite a bit of power in those 140 characters. The trick is to wield that power in such a way that you can build a following that works for you.

Below are a selection of tips that the small business owner can use with (and around) Twitter to create a following that will drive customers inbound to your website and ultimately, your business.

Tip #1 – Become a Tweeter worth following:

  • Whenever you are tweeting, be sure to post a variety of information that is relevant to your target audience. Create a mix of links, quotes, latest news, blog titles and retweets so that your followers can expect something a little different each time.
  • If someone follows you on Twitter, repeat the favour. As soon as they hook with up your Twitter, check out their profile and click their FOLLOW button. You may need to jettison them sometime in the future but, who knows, they might have an audience that you can reach into.
  • Always use hashtags to help your followers and potential audience find what they are looking for. With over 6000 tweets being sent out every second, hashtags allow followers to keep their Twitter viewing relevant.

Tip #2 – Get Visible

  • As detailed in the previous tip, searching is a great way to find other Twitter users in your industry’s area. Use this to seek out KPI’s (Key People of Influence) and industry commentators that you can follow. Two upsides for this trick: you’ll often find great content to retweet or repurpose for your own followers and, you may just score a “celebrity” follower – giving your own tweets more exposure (“Hey, guess who follows me now?”).
  • Don’t pretend to be the only source of information on Twitter – retweet the posts from others that you have found useful. The original poster will notice this action and may follow.  Plus your audience will benefit from someone else’s experience that you share.
  • For maximum exposure of your Twitter efforts, be sure to publish your Twitter tag everywhere (@RustyMango). Put it on your business cards, banners, signage, web sites and any traditional advertising so that you can get the Twitter conversation started.

Tip #3 – Act Strategically

  • Make sure your site has a Twitter FOLLOW button. If your site is built on WordPress, there are many excellent plugins that can help (https://wordpress.org/plugins/twitter-tweets-button/) or, alternatively, manually code the button into your site https://about.twitter.com/resources/buttons ). Your site designer can help with this.
  • Offer value to your Twitter followers with the occasional voucher or coupon – exclusive just to them. Roscoes Piazza in Innisfail does this on some slow nights (“Guess how many boxes are stacked in the store tonight. Closest number wins a free family pizza!”)
  • Twitter only allows a maximum of 2000 people that you can follow at any one time. That is quite a hefty number however, if you find yourself going close, make sure that you unfollow anyone who doesn’t follow you in return. Of course, make an exception for those on Twitter who provide you with worthwhile industry-specific tweets that you can pass on.

To keep a handle on all this Twitter action, use browser add-ons like Tweetdeck or Hootsuite. These two “programs” will allow you to tweet, monitor your account, view retweets of your content and provide an easy way to regularly work on your Twitter campaign.

Make it a habit to tweet/retweet every day – it will keep you abreast of worthwhile content and information from around the web and help to establish yourself as an industry leader in the eyes of your followers.  

Website © 2017 - Rusty Mango Design
Rusty Mango Design

Rusty Mango Design