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I want to start by making sure this post is the right one for you. Time is the most precious commodity we have and I want to make sure the information here is relevant and super useful in your business journey.
So, here’s the checklist:
If you can relate to one or more of these points then this post will be of tremendous value and best of all… it’s FREE.
We want you to try out our proven tried and tested strategy then when it works for you, then we want you to become brand ambassadors and share our knowledge with others.
Three day websites has a content writer and SEO consultant on staff who has been writing copy for a variety of clients for over a decade, helping them rank on the first page of Google, increase customer engagement and ultimately make more money. Some of his copy on Apple even outranks Apple!
He does this by using a combination of great copy and a tried and tested SEO method, part of which he is going to share with you right now.
Time for me to stop speaking about myself in the third person: that copywriter and SEO consultant is in fact… me!
Now, follow these six steps and make friends with Google.
I’m not going to go into the tremendous benefits of ranking high on Google. Suffice to say that 33% of search queries are generally taken by whoever is at position number one. Approximately 5% of the people who entered the search query in the first place will even bother going to page two.
So, if you want to rank on Google then I hope you can see the importance of ranking not just on the first page but at position one.
For all the techno babble that is out there to confuse and frustrate business owners and entrepreneurs like you, there is one important thing to remember:
Google has an agenda!
Shocking isn’t it, Google is not neutral? Google wants to be the market leader, and it wants to make sure that if you are looking for something online then you won’t go to a competing search engine instead.
It does this by displaying the most relevant search results to a query and by doing it fast.
You might say that Google wants your business to succeed and attract many customers and to have those customers visit your site pull up a chair and interact. When that happens, Google knows that your website is very relevant to the search query and provided you aren’t breaking any rules (that’s a whole other post), will give you ranking points.
So, have a site that your clients are going to use and engage with then you will rise up Google… simple eh?
I’ve seen a few ‘one page’ websites in my time, where business owners have tried to cram everything they do into one huge page. Whilst this can work for simple product and sales pages that have a single purpose, I do advise against this if you are offering a range of services, you are appealing to clients at all stages of your sales funnel and ranking your site high on Google is important to you.
Google likes to see a page with a purpose: your title, content and meta descriptions all unified and conveying the same message (not word for word, obviously). The reason Google likes to see this, by the way, is because your customers want to see that too.
How many web pages have you visited on Google then made a hasty exit because it was not what you were looking for or because the page is overly complicated and you could simply not find what you were looking for?
Your time is precious. You don’t want to spend forever searching on an ineffective site when the information you want should be just a click away.
Why should your customers be any different?
Google technology is moving on at an astonishing rate, learning how to understand the meaning behind pictures, videos and audio files. It’s almost as if Google, like Pinocchio, wants to be a real live human just so it can understand exactly what people want.
Whilst it is true that pictures and videos do have their advantages, the power of the written word is still the most effective way for Google to understand exactly what your web page is all about.
When I analyse client websites, one of the basic stats I pick up on is something called the HTML to text ratio. Basically, how much of your web page is text that Google can index? This is not a ‘one size fits all’ but anything from twenty to seventy percent text has the potential to rank very well.
I can almost hear all you e commerce business owners screaming into your phone, ipad, laptop saying:
“I sell products which is all pictures, there is very little room or need for text, right?”
Product descriptions go a long way.
Think about your sales funnel. Not everyone knows the exact make, model and specifications of what they are searching for and are also willing to purchase it at any cost. Many people will simply have a problem that they want solved. Your product COULD be the answer.
Consider the following scenarios in which a graphic designer is searching for a laptop in a high street store:
Designer: Hi there, I’m looking for a laptop to do professional graphic designs on.
Assistant: Well, we have a lot of laptops. No real product descriptions and I don’t know too much about them. Once you have selected the one you want, pop over to the counter and we’ll be happy to take your money.
Designer: I’m looking for a laptop to do professional graphic designs on.
Assistant: Right, well if you are looking for a machine that can easily handle your needs you’ll need something with a high processor speed, hard disk speed and good screen resolution. I’m going to take you to a couple of machines that fit the bill perfectly. There is a specification break down near each machine and if you want anything clarified give me a shout – I’d be happy to help.
I won’t insult your intelligence by asking which shop you would select – the first one right?
E commerce websites are digital stores. If you can give your potential clients answers to their problems, capture them emotionally and make the process easy and pain free then their credit cards will thank you for it.
Dale Carnegie author of ‘How to win friends and influence people’ once said:
“People are not interested in you. They are not interested in me. They are interested in themselves – morning, noon and after dinner.”
People’s favourite topic is themselves and when they are searching on Google they are only interested in finding a solution to a question that they have.
Add to this, we live in an age where the average web user only takes approximately 50 milliseconds to decide if a web page is relevant to their needs.
If you fill that 50 milliseconds with an overly elaborate CV or an essay in which you are trying to impress them with the awe inspiring presence that is you, then you are going to lose a lot of potential customers.
When a customer lands on your site and leaves more or less right away then Google will quite rightly assume that your site does not satisfy the user query and you fall down the ranking.
I’ve heard it said that if you want to conceal a dead body, then page two of Google is the perfect hiding place most people stop on page one. So, be client facing, show people what THEY want to see right away and increase your Google ranking chances.
Not literally. You may have a home office and even if you don’t do you really have the time to be entertaining and trying to convert 24/7?
Of course you don’t, and that’s why you have a website. Remember, Google likes websites that convert. It means that they are super relevant to the search terms that your prospective client has typed in.
Picture yourself in your client’s shoes. Are you more likely to stay on a webpage that seems like it is valuing you as a person AND at the same time is solving your problem?
I know I would.
That is where personal pronouns come into play. I’m not going to take you back to school and explain what a personal pronoun is (you, your, yours – just in case) but what I am going to say is:
They actively engage your potential client and add a personal touch whilst allowing them to relate your offering and experience to their own life.
Look at the following extract:
“We provide an anti blemish skincare product for clients and have customer service agents who are highly qualified and have helped 1000’s of customers in the past.”
As a customer I’m already saying: So what? I don’t care about you. What about me??
Let’s improve it by speaking directly to my potential customer and letting them know that I understand their predicament and want to help:
We have the skincare product for you! Our anti-blemish skin care treatment is designed to quickly remove blemishes, reduce acne scars and leave your face feeling fresh and smooth. It is guaranteed to remove redness with no side effects if used by our trained agents who are available 24/7 on our hotline.
Call us now.
There are many ways to improve that message so it will relate to your ideal client but the important part is, with the second product I can relate on an emotional level to the problems and feel like I know at least enough about the product to want to pick up the phone, find out more and make a purchase.
Steve Jobs lived by the philosophy that if you can’t present your product in a simple way then you either don’t understand your customers or your product well enough. And if you need social proof to back up his view, he ran a company call Apple. You may have heard of them.
People are driven by their own wants and needs; they shouldn’t have to pick up a dictionary just to be able to navigate your web page. Communicate with your clients on their own level – which means don’t use technical jargon just because it might impress your colleagues. By doing this you are bridging the gap between you and them.
Keeping it simple also relates to your customer journey.
Your web page has a purpose and a preferred action that you want your clients to take. If your content has neither of those things then get rid of it!
As a potential customer I don’t want to spend all day trying to navigate an overly complicated website just to make a purchase or find the information I am looking for, I want to satisfy my want then get on with my day. Make it as easy as possible for your clients to do this.
Thanks for reading (or listening), I hope you have found this useful.