Thursday, October 24, 2013

Is your website performing or boring?



An amazing 77% of North American households are online. That means roughly 240 million are online in North America, and your website has some serious work to do.
What should your website be doing for you?
  • Give them a reason to come back
  • Ignite action
  • Optimize content marketing
  • Complement your marketing mix

Entice, excite, engage.

Drive for dazzle, and you’ll not only wow visitors but deliver results. Top of mind as you build structure and construct copy should be the question, “What will make people stop skimming and start reading?” Up to 79% of people scan any new page they come to; only 16% read word for word. Bring the wow factor with popular programming techniques and powerful cross-browser code. A mix of clever copy, bold keywords, bullets, rich infographics and easily navigable graphics gets the point across better than scrolling through reams of words on the page. Rotating billboards, interactive maps, the options are endless. The more you engage them, the longer they stay.

Ignite action

Spark interest from the first click with eye-catching, interactive design and intriguing, enticing words that draw visitors into your story. Use images, sound,  words,  whatever it takes. Think in your customers’ terms and write keyword-rich copy that resonates with not only your customers but search engine optimization software everywhere. Use tricks like asking visitors to do something on every page of your site. Make information easy to find and easy to access more. Try custom forms, newsletters signups, surveys, FAQs, comments and more. This is the ultimate billboard: big, bold and beautifully branded with your best benefits and business builders. It takes people less than two-tenths of a second to form an opinion on a website. Make it count.

Maximize content marketing
   Does it…
  Give them a reason to come back?
  Ignite action?
  Optimize content marketing?
  Complement your marketing mix

What is content marketing? Simply put, it’s creating relevant and compelling content consistently for a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism. The majority of marketers  say they are ineffective at content marketing s have no documented strategy, so the first step is creating a targeted strategy. Tactics you can integrate with your website include social media, articles,
e-newsletters and blogs. How?

Target specific parts of your audience. Every piece of content or article doesn’t have to be relevant to every segment. But it does need to be relevant to at least one segment.

Also, focus on a couple of key words or phrases. Create a list of key words and phrases that are the most important to you and your products, the ones you think people are most likely to use when searching for your products, and for items relevant to your products. Then choose some keys from your list to target in each piece of content.

Be sure to link to more content, and it doesn’t have to be only on your site, either. It can be content you’ve created, like descriptions of services or product information, or it can be valuable resources or references at third-party sites.

Make your pay-per-click (and other) advertising work better

Keep people coming back by keeping content fresh, new and relevant. Use proven SEO techniques. Encourage clients to learn more by crafting keyword-rich landing pages that make your pay-per-click ads work even better while lowering your bid rates/costs. In turn that spills over into other integrated efforts; keeping it fresh pays off. Engage through social media (72% of online adults are social networking site users). Try a variety of tactics, like updating news, adding testimonials, publishing blog updates, giving product reviews, sharing expert tips and more.


Want more? Contact Cheryl Neumann, cneumann@mcdmarketing.com or 309.346.2512.