Tag: SEO

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How to write your website homepage

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Your website homepage is the main point of entry for new visitors unless they’ve clicked through to read a blog post. It’s one of the most powerful tools you have for attracting new customers but it’s also easy to lose people if you don’t get it right. A website is an ever-evolving thing that you change as you learn more or your business changes, but here are just a few homepage basics to get you started.

Show visitors you have what they need (or not)

When a new visitor lands on your homepage you only have a few seconds to make an impression. It’s important that your headline shows them you can help. It could be as simple as saying who you work with and what you do. If you sell products you could start with images and a bit of explanatory content like ‘beautiful jewellery handmade in the UK’. If that’s what they’re looking for they’ll stay and dig deeper. They’ll leave if it isn’t for them and you’ve only lost someone who wouldn’t have bought anyway.

Show your human side

Even huge corporations have photographs of the people who run the show and it’s even more important when you’re a small business. Showing your face and those of your team (if you have one) helps your future customers to trust you. Include an image along with a brief bio on your home page and you start building a relationship straight away. Your home page shouldn’t be weighed down with too much text so add a click through to your ‘about me’ or ‘meet the team’ page for more.

Make information quick and easy to find

When you write your website homepage, give your visitor enough information but not too much. Put important stuff near the top then work down. (Beyond making sure visitors know they’re in the right place, there are no hard and fast rules. It’s one of those things you can play with and test over time.) Easy navigation is also key. If someone knows exactly what service they want, help them find it. If they need help working it out, signpost them to relevant information; that could be key blog posts, FAQs or a questionnaire.

Include testimonials

If you’re starting out you might not have testimonials yet, but they’re so valuable. They let potential customers see that you’ve helped real people like them. You’re not just telling them you’re good. It works on social media too – you’re much more likely to buy from someone if you can see that your friends like them as well. The technical term is social proof – it’s the digital marketing equivalent to asking around. Start gathering testimonials as soon as you can – I’m rubbish at this so it’s advice for me as much as you.

Contact details

This seems stupidly obvious but make it easy for people to buy. If you have an online shop this should be simple but if you don’t, show people how to book your services. Make it clear and straightforward on your homepage. Also, let people know what to do if they have a question. Give them a contact form. Put your email address or phone number in a prominent place and ask them to use that. This doesn’t just help them – it means that when you get questions you won’t miss them.

Are you trying (and struggling) to write your website homepage (or the rest of your website content)? I can help with that. Just click here to book your no obligation chat.

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Writing website content: how you can get started

This image of a computer screen might look pretty but writing website content is equally important.
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First, a disclaimer. I know a lot about writing website content, but not so much about the techy side. Let’s just say I know what I need to do to keep everything ticking over. If you want to know how to build a website there are lots of DIY guides out there, or you could just talk to my good friend Clare McCabe at Purple Star Design. She’s ace. So, if you’ve got the technical basics sorted, here’s how you can get started with writing your website content.

Work out what your website needs to do and who it’s for

This might seem obvious, but your website design depends on who you’re trying to reach and what your business does. If you have an ecommerce business you’ll need a shop, product descriptions and a way to take payment. Your website is an amazing tool to help you generate new leads. If you offer a service and get work mostly from referrals you might only need a brochure site that shows your expertise. As with everything in marketing, the language you use depends on who you want to talk to.

Start with basic keywords

Even if you haven’t gone down the SEO rabbit hole yet, it’s worth thinking about keywords early on and getting your site set up to include them from the start. You can keep this simple to begin with. What words might your customers use to find you? This could be the service itself (i.e., hairdresser) or a type of product (children’s clothes). They might ask a question that leads them to you even though they don’t know the name of your service. Start like this and you can build as you go.

Show visitors they’re in the right place

When a new visitor finds your website, you’ve only got a few seconds to make an impression. Your home page is likely to be the main entry point so make sure they know what they’re getting from the start. Share the most important information first and keep it clear and concise. If you have a lot to say on a particular topic, create a separate page and invite visitors to click through if they’re interested.

While I’m at it, keep your page titles simple and clear. You’ll lose visitors if they can’t find what they want because you’ve called it something obscure or overly clever.

Share the transformation

I could write reams on this (and probably will) but the most important thing about writing website content is that is needs to engage your visitors’ emotions. They’ve landed on your website because they’re looking for something. Whatever it is, there is always an emotional need as well as a practical one. It could be wanting to buy someone the perfect present or feeling desperate because their baby won’t sleep. Show them that you understand where they are and where they could be with your help.

Include a call to action

What do you want visitors to do once they’ve found you? Buy something or book a call for a chat? Make it easy for them to do that. What if they’re not ready to take that step? Think about something they could do that’s less of a commitment, that keeps you in their mind while they’re deciding. Offer them any additional information they might need. Invite them to follow you on social media or sign up to your email list so you can keep in touch.

Are you trying (and struggling) with writing website content? I can help with that. Just click here to book your no obligation chat.

Alternatively, sign up to my mailing list for writing and marketing tips straight to your inbox every month.

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How you can start creating evergreen content

Creating evergreen content means making something worth reading.
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It’s all very well knowing that you want to include evergreen content in your marketing. (If you don’t know what evergreen content is or why you’d need it, start here.) The real question is, how do you start creating it? Read on for five quick ways to help you get started.

Know your audience

When you start creating evergreen content, it’s important that you know who you’re writing for. The normal rules of getting to know your audience apply, but when you’re creating evergreen content, you need to go a bit further. Identify the beginners in your audience and what they need to know. Experts will look for the latest news and updates and that’s not what evergreen content is about. Write for the newbies and you’ll be heading in the right direction.

Keep sharing

Evergreen content is great for SEO because it’ll turn up in Google searches for ages after you wrote it. That doesn’t mean you can ignore it completely (sorry). Give it a little boost every so often by resharing it on your social media platforms. You could also include this kind of content in a welcome sequence for new email subscribers. It can work as an introduction to your area of expertise and will help new subscribers understand the work you do.

Creating evergreen content: format ideas

There are a few kinds of content that lend themselves really well to this. If there’s a topic that most of your audience want to know about or questions that you answer all the time, start there. Here are a few examples.

Frequently asked questions

If you already have a FAQ page on your website, you’re off to a flying start. If not, start thinking about the questions you get asked all the time when people first get in touch. These are the kinds of questions that they’ll be typing into Google as well. You can even improve your SEO by linking to these posts from your FAQ page so visitors can head there for a bit more detail.

How to guides

When it comes to creating evergreen content, these are a classic. They’re ideal if you do the kind of work that your audience might want to DIY to start with. My version of this is a series of blog posts that show you how to write your first blog post. (If you’d like the full series straight to your inbox you can sign up here.) Create a guide that walks your readers through a topic step by step and you’ll have created a resource that’s useful for both new and existing visitors.

What to expect

Most people don’t like trying new things. I know that sounds pessimistic, but it’s true. You might have loads of potential customers who aren’t booking because they’re scared what might happen if they do. The best thing that you can do is to talk about what they can expect when they contact you. What happens at the first consultation or after they fill in that contact form? This is different from an FAQ; people won’t ask because they’re worried about looking stupid. Put their fears to rest by telling them what to expect.

Are you ready to start creating evergreen content? I can help with that. Just click here to book your no obligation chat.

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Evergreen content: what is it (and why do you need it?)

Evergreen content blog header - with literal evergreens!
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If you’ve ever heard the phrase ‘evergreen content’ you might have written it off as a bit of a buzzword. You might have heard it described as ‘cornerstone’ content in those SEO guides too. The thing is, if you haven’t got to grips with evergreen content yet, you’re missing out. It’s incredibly useful and could save you a heap of time. So what is it and why should you care? Read on…

Evergreen content stays relevant for longer

Evergreen content got its name because of its resemblance to evergreen trees. It might not look at home covered in fairy lights at Christmas, but it does last for ages. This kind of content doesn’t talk about current news, trends or even a particular season. They’re the sort of posts that your audience could find any time, for years to come, and they’ll still be helpful and relevant. It’s the difference between talking about panic buying petrol and how to maintain your car between services.

It’s great for SEO

Evergreen content is great for SEO because it covers the kind of topics that people search for time after time. You could write a blog post about how to soothe a screaming baby now and new parents might still be finding it in 2031. Posts about current affairs or new trends will get you website traffic in the short term (which is still a great thing). Evergreen posts will keep going for longer. Your figures might drop a bit, but they’ll keep going, quietly working away in the background to bring you new visitors.

It has wide appeal

The key thing about evergreen content is that it generally isn’t for experts. Someone who’s experienced in your field already knows the basics so will only be looking for updates. Evergreen posts work better for people who need a beginner’s guide to a topic. This is great for you because if you’re an expert working with non-experts, it’s an opportunity for you to share your knowledge. Your visitors might learn from you and do a DIY version, but they’ll still remember you as the expert who helped them when they’re ready to pay someone else.

Some examples of evergreen content

If you like the sound of this evergreen lark and you’re starting to think about topics, here are some ideas. In every industry there will be perennial subjects that never go away. Your audience could be interested in time management, parenting skills, how to write their first blog post or questions to ask a new supplier. When you come up with an idea, ask yourself whether anyone will care about this in five years’ time. If the answer’s no, you might still have a great idea for a post, but it probably won’t be evergreen.

Keep it updated

It’s tempting to think that once you’ve created your evergreen content you can just ignore it until the end of time. Sorry, but that’s not how it works. While the posts will definitely stay relevant for longer, it’s still worth checking in on them from time to time. Attitudes change and while your advice might be spot on for a few years, it won’t necessarily stay that way forever. A quick read through every year or so will tell you if anything needs updating to extend the life of your content.

Are you ready to start creating evergreen content? I can help with that. Just click here to book your no obligation chat.

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How you can start writing brilliant product descriptions

Brilliant product descriptions help your customers to buy the perfect gift.
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If you have a business that sells anything remotely Christmas related, here’s a statistic for you. 38% of people start their Christmas shopping sometime in October. I know, I was surprised too. The question is, are you ready? Online shopping has rocketed over the past 18 months (by 46% – sorry, I’ll stop with the stats now). The question is, how do you encourage your customers to buy when they’ve only got pictures and a product description to go on? The answer’s pretty obvious when you think about it – you create amazing visuals and descriptions that let them imagine they’ve bought from you already. How do you do that? Read on…

Tell people what they’re buying

This might seem a bit obvious if you’re selling a t-shirt but include a caption that tells people exactly what they’re getting. It just offers an extra bit of reassurance that they haven’t misinterpreted the picture. It also makes your products more accessible to customers who use screen readers. On the other hand, if your product is something out of the ordinary you can use your product description to educate people.

Include technical details

Technical information rarely makes for a scintillating read, so it’s a good idea to put it in bullet point form. Even if it’s a bit dull it’s still important. You don’t want to miss a sale because your potential buyer can’t work out whether that piece of furniture will fit into their house. Tell me that I can chuck that kids’ t-shirt in the washing machine or I’m not buying. Put yourself in your customers’ shoes and you won’t go far wrong.

Show them the benefits

This is the bit where you can start to engage your customers’ emotions. Ask yourself what they care about and how you help with that, then include it in your product descriptions. This could mean showing a ‘before and after’. Focus on the result they want and explain how your product can get them there. You can also speak to people’s values. If you sell baby clothes, talking about fabrics that are gentle on delicate skin shows new parents that you understand them.

Product descriptions with all the feels

Photos and video are great for showing a product in action. One of the downsides of shopping online is that you’ve only got a visual to go on, so use your product descriptions to engage people’s senses and fill in the blanks. Talk about scent if it’s relevant. Describe the feeling of wrapping that soft scarf around their neck or tell them that those earrings would be perfect with their little black dress. Letting people imagine using the product brings them closer to buying it.

Show people the process

This might seem like I’m stating the bleeding obvious, but if you want people to buy you need to make it easy. I know that most of you will have a nice big ‘buy now’ or ‘add to basket’ button and an accessible checkout. What if your products are bespoke or can be personalised? Is there a place for them to add extra details or to send you a message? Is delivery included? The easier you make it, the more likely people are to buy.

One final thing. Remember the gift buyers, especially in the run up to Christmas. If something would make the perfect gift for a particular person, tell them. You’ll make their life a whole lot easier and you might just have a new fan.

If you’d rather save your time and energy for everything else you need to do in your business, I can write (or update) your product descriptions for you. Just click here to book your no obligation chat.

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Want to help new customers find you? Use your blog.

Woman working on her blog to find new customers
Photo by Ivan Samkov from Pexels

Have you started a blog and are wondering how long it will be before it brings those lovely new customers to your (virtual) door? Maybe you’re just thinking of starting one but are hesitating because you don’t know whether the time and effort is worth it. Whilst a good, helpful blog that’s relevant to your customer base is a wonderful thing, there are still a few things you can do to give it a better chance of being found and read. Here are my top 5.

Optimise your blog for keywords

You might already have your SEO strategy sorted, or you might not. Whatever your situation, one of the simplest things you can do is to optimize each blog post for relevant keywords. If you’re a hairdresser with a blog post about elegant wedding hairstyles, use that as your keyword phrase. Using the right tech will really help you with this. If you have a WordPress website, Yoast have an excellent plugin that will help you to use your keywords in the right way.

Share on social media

Yes, I know this seems blindingly obvious, but it’s worth including for completeness. There are loads of ways to do this, like creating a short video summarizing the main points with a link in the comments. You can also post snippets with an image and add a link to those. Don’t be afraid to share multiple times and add a link to your Instagram bio if there’s space. You can find more ideas here.

Reuse your blog in your emails

Email marketing is a great tool for making sales, as your readers already like you enough to have signed up for your emails. If you’ve written a blog with gift ideas for an upcoming occasion, or services that will support them with a current challenge, you’re already being helpful. Add links to buy or book and they’re more likely to click through because you’ve just made their life a whole lot easier.

Write good headlines

A great headline can make the difference between someone clicking through to read your blog and scrolling on to find something more interesting. The important things to remember about headlines are that they need to be relevant to the post and your customers. Basically, avoid clickbait (it’s annoying) and show people that you understand what they need. Headlines that feel personal are more likely to be read, so using words like ‘you’ and ‘your’ work really well.

Track what’s popular

If you’ve got website analytics set up, review them once a month to see which of your blog posts got the highest number of visitors. You can also check what followers engaged with on social media. Is there a pattern in terms of the headlines you’ve written, or the type of content you’re covering? You might also have a post that didn’t get lots of readers, but which prompted people to get in touch. By working out which posts get the best results you can do more of the same.

If you want to attract more new customers by starting a blog, let’s have a chat. I offer a range of options to support you, from topic suggestions to writing it all for you. Email me or book your free discovery call here.

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Want more website visitors? You need to speak your customers’ language

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You’ve probably gone to a lot of time and effort creating a great looking website for your business. There’s a lot of technical work you can do if you want more website visitors but one of the most important bits is the one that’s overlooked most often. The words. If your website copy (the technical term for the words) doesn’t tell your visitors that they’re in the right place within a few seconds they’ll bounce off to another site and you might have lost them forever. Then you have to work on attracting more website visitors rather than deepening the relationship with the ones you already have. The great news is that the words you use can help you to attract more visitors and impress them when they get there. How do you do it? I’m glad you asked…

Know your customer

When someone lands on your website, it’s because they were looking for something. You need to show them that they’ve found it. Say they’ve found your shop by typing ‘gifts for Mother’s Day’ into Google. The page they land on should tell them what gifts you’re offering, whether it’s jewellery, chocolates, or something else. If you offer a service, sum it up in a couple of sentences, or with a question they’ll answer yes to if they’re in the right place.

Apply the ‘so what’ test

It’s important to remember that your visitors don’t really care about you. Your credentials are important in that they help you to build trust, but your customer is only really interested in what you can do for them. If you’re an accountant helping small businesses with their tax returns, make it obvious. This can just be something like ‘Want to make your next tax return quick and easy? We can help.’ Yes, it’s really that simple.

What if your visitor isn’t ready to buy?

Sometimes you’ll get a new visitor, but they’re not ready to make a decision yet. They might just be doing some research or perhaps they need to talk to someone else before they decide. Inviting them to sign up to your mailing list or follow you on social media gives you the chance to stay in touch and remind them why they were looking for you in the first place. Then when they’re ready to buy, they’ll remember you.

Are you making it easy to buy?

If you’ve got a website visitor who’s ready to give you their money, make it easy for them. If you sell products online, you know that good photos and clear pricing are both essential, along with a quick and easy checkout. If you offer a service and need to talk to the customer before they buy, show people how to make an enquiry or book a call. Give them a button to click or a form to fill in so they don’t have to go searching.

What do you want to be found for?

If you’ve done any work on your SEO, you’ll know how important key words are. Yours might be easy to identify, particularly if you offer a service in a particular location. It’s worth thinking about the kind of terms your customers will understand. Most people know what a hairdresser does, but a copywriter like me? Not so much. My customers are more likely to look for advice on how to write a blog so I talk about that.

If you want to attract more website visitors and you think your website copy needs an update, let’s have a chat. Email me or book your free discovery call here.