It can be scary stuff. Let’s say, for example, that you own the most popular restaurant in a place called “Anytown”. You get loads of web traffic that regularly converts to a return on investment via people finding out about you for the first time online, because you’re always the #1 result whenever someone types “Anytown restaurants” into the Google search bar. No matter how popular and highly-trafficked your site is, Google may very well demote your high ranking because it looks terrible on a smartphone or tablet.

You’ve probably experienced it before; visiting a website on your iPhone only to discover that the text is way too small to read without zooming in, and a bulk of the content is cut off on the right-hand side. Put simply, this is not an ideal user experience, and due to the ever-increasing importance of mobile search to Google’s search product, it seems like they’re now taking matters into their own hands to ensure that your site is ideally suited for those browsing on the go.

Don’t panic, because this isn’t exactly a bad thing. If trends continue, mobile will eventually become the dominant force in online search overall, and you’ll be happy that the majority of your potential customers will have a clear, easily-browsable experience when deciding whether to buy your product or service.

There are many options for making your site mobile-friendly, and the best thing to do is talk to your local creative agency to explore them. In many cases, a full site rebuild isn’t even necessary: there are several ways to upgrade yours existing site at minimal cost.

The Definition

A landing page is, simply put, any web page where visitors “land” after clicking a Call-To-Action, such as a button or banner ad on a website. It is home to a lead form and exists solely to gather visitor information via that form. Distraction-free, copy is minimal and explanatory.

But Why?

The form on the landing page encourages customer conversion. Linked to a Call to Action, it allows users to download or view the eBook, white paper or other offer advertised, subscribe to receive blog updates, purchase a product or something similar. Potential clients are providing you with information in exchange for useful content.

The Form

The most important element of a landing page, the form allows you to gather valuable information about your customer base. Short and sweet, fields typically include First Name, Last Name, Email, Website, Company and Phone, give or take. Never underestimate the importance of lead generation in inbound marketing.

The Pieces

Successful landing pages comprise a number of elements. The headline copy draws the user in and should stand out – don’t be afraid to use a large, bold typeface. Next to the form is a photo of the product or service in question – such as the cover of an eBook or whitepaper. Images evoke emotion and, as such, should never be left out. Underneath the form is a Call To Action influencing the user to complete the conversion – think a “Download Now” or “Click Here to Register” button. The minimal landing page copy outlines the benefits of the product or service (how will this eBook or these blog posts help the reader?) and, finally, a secondary Call-To-Action at the bottom can encourage users to, for example, follow a social media account.

Landing pages, as part of an overall strategy, are a great way to utilize the strength of inbound marketing. Conversion optimized, they generate leads that are truly interested in what your business has to offer. What are you waiting for? Get started creating yours today!

Sources: Kiss Metrics, HubSpot

Image Credit: Joel Mark Witt | FolkMedia.org via Flickr, CC License

Not developing a digital marketing plan for growing your business on the web is a rookie mistake that, unfortunately, is seen quite often. Great search engine optimization, which includes keyword research, optimization, valuable content and more, requires a solid plan. Getting your ideas in line is key to launching a successful campaign, and building credibility and brand authority.

Not Blogging

Blogging boasts many great benefits, including improving your website’s SEO! In addition to offering fresh, interesting content to site visitors, optimizing blog posts with relevant keywords adds pages for Google to index, increasing your chances of ranking in the search engine results pages. Not blogging is an SEO, and a business, don’t.

Not Considering Local Search Trends

Many of the searches conducted by large search engines like Google and Bing focus on a specific area, such as Toronto or the Cayman Islands. If your business is targeting a narrow market, this knowledge is key to attracting customers and clients located in your area. Instead of focusing on national, or even global, search trends, narrow it down. You won’t be sorry.

Not Maintaining It

Good SEO requires maintenance. Google consistently releases new updates, meaning results are always shifting, algorithms are being updated regularly and ranking factors are changing. Keeping tabs on which step in your plan is next is a great way to analyze your progress and stay on top of the competition and emerging websites. Set it and forget it? I think not.

Forgetting Your Users

As important as ranking in the search engines is, it’s important to remember who your website is for: the users. Current and potential business, your website must adhere to SEO best practices and offer unique, valuable content, provide information in a clear, concise and trustworthy manner, be easy to navigate and engage the audience visually.

Not planning ahead, not blogging, not considering local search trends, not maintaining and forgetting the user experience are 5 more SEO don’ts that must be avoided. Interested in learning more? Check out our posts covering the important aspects of on-page SEO and the importance of SEO to small businesses for more information.

Image Credit: How to SEO WordPress Site by SEOPlanter, CC License

Don’t Steal Content

Plagiarized, or duplicate, content is a big no-no in the world of the Web. While taking small sections from other sources and citing them properly is permitted, think twice before you copy and paste information that belongs to others. Google, which values unique, valuable content, will figure it out.

Don’t Stuff Keywords

A well-known black hat trick, keyword stuffing is the practice of adding extra keywords (in some cases, many extra keywords) to page content in order to try and improve rankings on search engine results pages, or SERPs. Outdated and considered poor etiquette, you’re much better off not.

Don’t Use Link Schemes

A technique that used to be all the rage, Google has been cracking down on websites with unnatural link schemes via updates like Penguin 2.0. This includes using article directories, blog comments, link farms, hidden links and similar tactics to build backlinks to your website that, unfortunately, won’t be recognized as legitimate.

Don’t Rely on Content Spinning

Spinning content, or rewriting existing articles so that they appear different to search engines, is an SEO don’t due to the increasing focus on originality. Many of the for-hire writing services turn out inferior work at a low cost and, while you may not be flagged for duplicate content, readers gain no value from this. Repurposing content, if necessary, is a much better bet.

Don’t Spam Users with Ads

At the risk of sounding repetitive, a key part of SEO these days is, to put it simply, creating websites based around offering real content to real users. Google is getting better at detecting this, meaning sites that are overrun with advertisements are less likely to rank properly. Part of search engine optimization is offering a great user experience.

When it comes to SEO, stuffing keywords, stealing information, building unnatural links, spinning content and going overboard on ads are 5 key don’ts. Learn more about the relationship between businesses and search engine optimization here and here and stay tuned for Part 2 for 5 more tips!

Image Credit: SEO Punishment by Sean MacEntee, CC license

Keywords

Web content needs the proper distribution of keywords in order to best leverage the power of Google and other large search engines, such as Bing. Copywriters must distribute researched keywords throughout the content naturally. Variations, such as long-tail keywords, are important as well. Avoid keyword stuffing, which is the denounced habit of inserting too many, often irrelevant, keywords into web copy in an attempt to manipulate a site’s search results ranking.

Title Tags

Well established in the SEO world, the title tag remains a critical ranking factor in 2014. The “clickable” search result, it must be both keyword-optimized and enticing enough to encourage users to venture in. Ideally less than 65 characters, title tags should also include the name and location of the company in question.

Page URLs

The ideal Uniform Resource Locator, or page URL, is readable, includes relevant keywords and is a maximum of 100 characters in length. Words should be separated by dashes and, if location is an important factor, it should be included. An optimized URL gets your small business one step closer to being found online.

Headings

Another crucial factor, every web page should have a single heading tag, or H1. What Google uses to interpret what a page is all about, it should dictate the main topic simply and clearly. In terms of placement, it should come first, followed by subsequent subheadings if applicable (H2, H3 and so on). Keep it short and snappy and if you can include a keyword, that’s even better.

Alt Image Tags

One of the lesser-known elements of on-page SEO, alt image tags are the tags attached to (surprise!) images on your web pages. An alternative information source for those who prefer image-disabled browsing, they are a detailed description of the image. Keywords should be incorporated when possible – don’t force it. Simplify the process by choosing photos that work with the subject matter.

When it comes to on-page SEO in 2014, title tags, heading tags, keywords in content, optimized URLs and alt image tags are key factors to consider. These elements play an important role in ensuring that Google and other search engines understand and index your website, boosting organic search rankings and, in turn, traffic. Learn more about the benefits of SEO for small businesses here.

Image Credit: infocux Technologies

With the goal of being seen and shared on the world’s social networking sites it’s good to build your posts knowing that images get 94% more views and are digested 60,0000 times faster than those without. Not to mention, the alt tag (or image description) acts as a second layer of SEO. Below is a breakdown of 4 different types of images that can enhance your content.

Personal Photos

A most effective tactic is to completely personalize your material. You can do this by infusing your writing with your own photos. As a content creator, every one of your experiences has potential to teach the world.

For example, in your post on Mexican woven textiles, including snaps of your trip to the factory can evoke an emotional attachment by giving readers the feeling that they are actually with you.

Charts, Graphs and Infographics

Instead of making your reader scan and re-scan your words, try making that dense post much simpler by putting the data where it should be – in visually appealing graphs. Charts and graphs give you the opportunity to use colour to help separate themes and thick visible lines and numbers to easily compare outcomes. If your post is all data, an infographic is the perfect way to tell your story. What would normally be consumed in 15 minutes, can now be swallowed, digested and retained in a matter of 3″

Stock Images

Stock imagery includes photographs and illustrations that can be bought on a royalty-free basis. In many instances they can serve as an inexpensive alternative to hiring a photographer. To make sure you stay on the right side of intellectual property laws, opt to purchase or license imagery, or find images under Creative Commons licensing at sites such as Flickr or www.500px.com. The quickest option is to look for photos that require attribution only which calls for a simple credit to the photographer and a link back to their page.

Imagery acts as a break from text where an engaging, relevant and carefully placed visual is not only great for setting the pace of your story but it helps assure the reader that your post will be short, digestible and useful, thus increasing your website’s average session duration.

Funnies

Comics can act as a wonderful outlet for your sense of humour. When relevant, it works to make heavy content lighter while still being effective at getting your point across. Comics are an acceptable way to poke fun at the ridiculousness of your industry or a life experience that might be shared by your readers in general. Most stock libraries will offer comic illustration options. Be sure to follow the copyright instructions to continue to protect and enrich your brand.

Personal photos, charts & graphs, stock images and funnies are all great images that are sure to enhance your content. A picture is worth a thousand words is a very old saying that is relevant now more than it’s ever been.

Photo credits:

Mexican Textile Factory: Angela Sevin, Flickr; Comic Strip: Duncan c, Flickr

1. Why is copywriting so important to the success of a website?

It’s important for both aesthetic and technical reasons. Depending on the platform, web copy should be written in a way that appeals to an online audience (ie. caters to shorter attention spans while still transcending the key points of the desired message). People don’t want to slog through paragraph upon paragraph of text, even if you’re extremely proud of your business and want to tell your entire story.

On a technical level, the way you compose your text has a direct effect on how well your site gets indexed for certain keywords on major search engines like Google. By following some basic principles of Search Engine Optimization (SEO), you can appeal to Google’s algorithm through proper keyword density (not using a given keyword too many or too few times), optimized meta tags (taking advantages of important text fields that Google uses to determine what your site is about) and adhering to the basic tenants of good grammar.

2. What is your thought process for working with each client?

As cliche as it sounds, every client is unique with different business goals. Some business owners are more hands on than others. If I’m able to get an initial kickoff meeting with the client (which doesn’t always happen to our global scale), then great: I’ll feel them out to get a sense of their business, and that makes it easier. However, a lot of the time I’m working strictly from a design brief and supplied content with no personal introduction, so I have to revolve my writing style solely around that material.

3. How do our copywriters fit into the rest of the Yabsta creative chain?

We work with the sales reps, designers and developers throughout the whole build process. As it happens, clients may have to make changes at the 11th hour, so I always have to be ready for that. I’ll typically start the copy for a given web build before an initial design concept is proposed, then alter it accordingly to the typography of the design.

4. Do you think that it’s important for modern copywriters to have web development or graphic design skills?

Hard to say. It definitely couldn’t hurt, but the job descriptions are so different that in my opinion, most people who are full time copywriters wouldn’t have time to be involved in design or development. As I mentioned before, however, communication with the people who do have those skills is absolutely essential to the finished project.

5. What kinds of projects/clients give you the most satisfaction?

The ones where the client is actually making a difference in the world. For example, I manage and write for the Facebook pages of the Bermuda Heart Foundation and CORE, two organizations that are striving to make Bermuda a healthier place. It feels good to work for people like that.

6. What do you enjoy the most about working for Yabsta Digital?

That I genuinely like everyone I work with…We’re all functional nutjobs. It can be a very hectic environment, but having good relationships with your coworkers can get you through the toughest of work-related times.

7. What is a project that you would like to check off your list?

We’re currently building a website for a new internal product we’re launching (Yabsta Site Builder), and the scope is huge. I don’t think I’ve ever spent so much time on any one copy project before, so that.

8. If you could give our marketers one copywriting tip, what would it be?

It will take time to adapt to writing for the web. No matter how good of a writer you are, if you were taught a more academic style of writing (which most people are), you will feel frustration initially. Expect rewrites and lots of trial and error before you get it down.

9. What do you enjoy outside of work?

Fitness, craft beer, politics, serial television, film, poetry

Keep It Brief

Typical internet users don’t want to read a lot of textual content when exploring a given website. Though it may be tempting to upload every single detail about your business to your online presence, the attention span of an average web surfer is incredibly short and they’re likely to become disinterested in your offerings if you bog them down with too much information. Keep things short, yet succinct, and try to avoid overly-descriptive grammar. If you can transcend your key selling points in 2 or 3 sentences per page, you’re more likely to drive engagement and keep people clicking through to deeper pages.

Strong Headings & Subheadings

A bold, powerful heading is often the first thing that catches an internet user’s eye when they arrive on a website. This is mind, its crucial that you don’t waste this space with fluffy or irrelevant language: Every word counts. Your headings and subheadings are meant to compel readers into moving onto the body text, where you’ll presumably house the meat of what you’re trying to say. If your heading is weak or confusing, there’s a chance users may not even bother reading on and leave immediately, which increases your bounce rate (not a good thing). The key is to tease them with something that leaves them wanting more, then delivering it to them immediately below the fold.

Bullet Points & Lists

Given that web users’ attention spans are notoriously short, bullet points can be an effective way to call visual attention to specific copy points that you want to be noticed. Let’s say your business offers a wide range of branded products, but that some of the brands are more popular than the rest: Highlighting those brands with bullet points as opposed to rattling them off in the form of a paragraph increases the likelihood of them being seen. Lists in general are a great method for promoting minimalist content that alleviates the need for unnecessarily lengthy chunks of text. If your products and services speak for themselves with strong visuals, there’s less need for detailed copy.

Image Credit:  Thoughts On Internet Marketing

The simpler and cleaner a page layout your website has, the more seamlessly it can be accessed and indexed by search crawlers. Stick to short URLs where possible and avoid separating words within them with underscores (“_”) in favour of hyphens (“-”) or no formatting at all (Google will still be able to detect the individual words). Every single page should have some form of link back to the homepage, and should also link to as many other pages within the site as possible where it makes sense per the content (but don’t force it). Put simply, the more robust your internal link structure, the easier it is for search crawlers to get around and make a judgement as to the subject matter of your website.

Individual Product/Service Pages

If your website features a moderate to large number of products and/or services being offered, it’s ideal to have individual, fully-descriptive pages for each one of them. Though this can be a time-consuming task both writing and development-wise, it pays dividends in terms of Google exposure because it means that every page is optimized for at least one keyword associated with the product/service in question. As an example, let’s say you’re a real estate agent who advertises homes for sale on your website: If you feature all of the available properties in one scrolling page without offering an option to click through on each one of them to “find out more”, Google will lump all of them (and their associated keywords) together and make your website less likely to be found for a broader number of important terms.

Plugins

Plugin issues fall more on the development side of SEO diagnostics, but they’re prevalent enough to warrant checking for them if you use plugins on your site. Old plugins, whether aesthetic, functional or otherwise, feature outdated lines of code that can confuse search engines and cause ranking penalizations if you don’t update them frequently. Additionally, you’re running the risk of giving hackers a figurative “unlocked door” into your site since most plugins don’t automatically update themselves.

Some of the most successful blogs on the web are akin to a cult of personality: People will keep coming back because the author writes in a way that connects with them personally through consistent use of ethos and/or pathos as literary devices. Depending on the blog topic at hand, different tones of voice may be called for, but the concept of personalization remains the same. For example, if you’re writing about something “light” in tone (eg. pop culture, food, comedy), it might behoove you to inject some humour into your posts to keep things interesting. On the other hand, if the topic in question is more sombre (eg. philanthropy, health, activism), you’d perhaps do better to write with genuine passion and call upon personal anecdotes that can provoke emotion if possible. Whichever route you choose, the point is that it’s important to stand out out from generically-written cookie-cutter blogs.

Genuinely Engage Your Audience

In 2014, think of each blog post as an interactive discussion forum as opposed to an article. Its no longer acceptable for up-and-coming bloggers to write a post, make it live, then simply leave it to the commenters to address and dissect: YOU, the author, should respond directly to peoples’ comments, queries and criticisms to show that you’re genuinely committed to your work. Not only does this help foster trust with your reading audience, but ultimately helps your blog’s search rankings by ensuring that the post in question is fresh and constantly updated for reindexing. Don’t feign interest just for the sake of engaging, either: People will know.

Promote & Engage With Fellow Bloggers

Traffic to the blogosphere thrives on the promotion of content between fellow bloggers, amongst other things (social shares, google searches etc.). Due to the sheer amount of new blogs that pop up daily, its more important than ever to prominently and consistently promote other blogs to show both readers and search crawlers that yours is already part of a strong, established online community. Such cross-promotion acts as an indicator of credibility to potential readers, thus giving them a pretty convincing reason to share it with their friends.

Image Credit: Sheknows