January 22, 2021
If your website is over 2 years old chances are you are a victim of robotic content creation. Years ago, web design companies took advantage of a strategy called keyword stuffing to try to stand out on Google. Keyword stuffing is when you use a common industry phrase over and over and over again to pop up when someone searches that phrase on Google. This type of content creation sounds robotic and choppy and can quickly turn off your site visitors.
For example, one of our client’s previous sites read like this:
“We are an Idaho Falls moving company. So, if you are looking for an Idaho Falls moving company, look no further for a moving company in Idaho Falls then John’s Performance Moving Company in Idaho Falls, ID.”
Please, feel free to puke.
This practice was incredibly common just a few years back, but Google has wised up and is quick to penalize websites using these types of tactics.
So be authentic, be real, and be yourself and you will be rewarded by both Google and your site visitors.
Having a website is absolutely worthless if you don’t have a strategy to get people to visit that site. As a local business, the quickest and easiest was to start driving traffic to your site is by listing it on GMB (Google My Business). This is a free resource for business owners and allows your business to pop up when people near your location search for your services.
You might think this is a no brainer but over 50% of local businesses have yet to claim their local GMB listing.
So go to https://www.google.com/business and get on it!
It’s 2021… If your website is not mobile friendly by now, you are in serious danger. Over 50% of web searches are done from a mobile phone. If your website looks funky on a mobile device, pictures are too big for the screen, alignment is off, or words are too small, this should be at the top of your business to-do list.
This could be losing you customers every day.
Video content is king in 2021. People are reading less and watching more videos than ever before. In fact, it’s reported over 70% of internet users choose video over text nearly every time.
Website conversion rates raise drastically when video content is used. So, hop on the bandwagon and start creating some video content. Even if it’s not Hollywood quality, you’ve got to start somewhere, right?
After years of spam, scams, lotteries and giveaways, internet users have evolved. Each of us has developed a build in B.S. radar that goes off every time we find something that seems untrustworthy. We have raised our expectations when it comes to doing business on the internet and one of those expectations is social proof.
We want to see for ourselves that a company is trustworthy, and this is done in a number of ways. Testimonials, trust badges and case studies are just a few of the ways that you can offer social proof on your website.
So, take some time and think… Why should they trust you and how can you show them?
Just don’t. People can tell when you are using stock photos, simple as that. Real, authentic photos build trust and show professionalism and can take your website to the next level.
No one wants to fill out a generic “Contact Form”, especially when it has a great big box that says, “Write your message here”. People want a personal experience when they come to your site and you need to show them that their experience will be more than just a generic interaction. Customize your form to your business and your customers. Use creative button titles like “Send me my report” or “Request a free demo”. This will result in a lot more form submissions from genuine prospects.
We live in a time of instant gratification. People want what they want, and they want it right now. If you are waiting more than 12 hours to respond to a form submission, you are going to have a hard time closing the deal.
If you want to make things easy on yourself, automate the process with an email responder. This way, the second someone completes a form, they will receive a response right to their email. This can be a link to schedule a meeting, a document, or even just a message telling them you will reach out soon. No matter what you send back, something instant is always your best bet.
There are several free email responders available so go check them out!
CTA stands for call to action.
The most common call to action used is “contact us”. While it is effective to have a contact page, you should not be repeatedly requesting them to contact you without reason or incentive. Your home page should have one main CTA that will show them what they are expected to do. This could be “Book a free lesson”, “Schedule a move”, “Book a free strategy session”, etc. Be creative and clear with your CTA so each and every visitor knows exactly what is expected of them.
With so much more business being done virtually, our expectation of what a website should provide has greatly increased. We no longer go to a site to see what services a company offers and to get their phone number. We go to find solutions to our problems, right then and there. If no solution is found, we move on. If a solution is found, we make a mental note of the creator of said solution and they become our first resort when we are ready to make the call.
As business/website owners we have a duty to provide value before anything else. We are fighting within our individual industries for the title of “expert” and that will only be bestowed when we have proven ourselves a proven and reliable source of free value.
So let’s talk about some examples:
A tax planner should no longer encourage site visitors to “contact me”. Instead, he will offer a free guide called “how to save thousands on taxes in 2021 in just 3 easy steps”. He will require an email address from each prospect that wants to download the guide. Now rather than have 0 “contact me” submissions, he has 200 email addresses of prospects that he knows are looking to save money on taxes. Not only are they his perfect audience, they already trust him because he has already provided value.
Next, a real estate guru wants to sell people on an expensive course on “how to invest in your first property”. The chances of selling this to first time site visitors is slim to none, so he offers a free excel spreadsheet download titled “the exact spreadsheet that I use to run my numbers and find the perfect investment property”. Now rather than 0 course sales, he has a list of 400 aspiring real estate investors with whom he can build a relationship and eventually sell his course to.
These are just a few examples but there is not a simple industry in which this strategy doesn’t work. No matter what you are doing, providing value first will also win out.
So, think of your free offer and start providing value.