Seven content creation tips for startups and freelancers

Seven content creation tips for startups and freelancers

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Your website is a central hub and locus where people can engage with your business. Although it can also be a benign and wasted opportunity depending on how you manage changes to the website. Although making changes to the website can be baffling if you don’t know where to start. But don’t worry! Here are seven areas where you should focus your efforts to ensure that you’re making the right changes to your site, and not just aimlessly pushing pixels around.

1. Feedback, feedback, feedback

Customer feedback is gold. Collate your feedback from focus groups, phone conversations, the CRM, salespeople, social media and the website itself. Even when the feedback is negative, it provides the nuts and bolts to become better at your product or service. Take this feedback and use this to build and improve a digital services strategy and a marketing strategy. Use this feedback to improve customer service, customer satisfaction and improving products and services..

2. Keep on top of FAQs

Likewise, you should look upon your FAQs section as a work in progress. Look at questions that your customers have asked you recently through email, telephone and in person. What are the burning questions they want to know about? Build the FAQs around these questions. Always keep them up to date with information and further queries. If repeated questions aren’t being addressed with the FAQs, then you will likely require a full-blown content strategy in order to explain the information to customers.

3. Competitor’s websites offer cautionary tales

Investigate what your competition are offering to their customers. Can you see a gap in the market where they are under-performing or under-delivering on their services or products? Use these lessons to modulate and improve your own offering. Where you see the gaps is a place to provide a superior and high value offering which may mean their clients come to your business instead.

Seven content creation tips for startups and freelancers
When it comes to content marketing and design – everything is connected

4. Your website is not finished, it’s a testing ground

The main way that you can investigate the efficacy of different products and services on your site is by analysing the traffic and conversions through Google Analytics. There is no definitive end-point where everything is hunky dory and working fine. Your site is a work in progress that requires constant analysis and then shifting the goal posts according to how people use your site. Broad changes to the design and navigation on your site should be undertaken by skilled developers and UX specialists who will know how to make the site user-friendly, and how to optimise the page elements for conversion.

5. Information should be free

Don’t withhold information from customers and ask them to pay for an ebook or webinar behind a paywall. Instead your blog and web presence should provide insider tips on how you can do things better for free. By sharing knowledge and techniques for free, you will win over your customers with your candid and honest help.

Don’t try and obfuscate or confuse users….clear and simple communication is everything

6. Case studies are gold

Provide customer case studies about how you have helped clients in the past. This will give your potential new clients an overview of your workflow, working style, and a clear roadmap about how you helped clients in the past with practical, measurable outcomes.

Position your brand with storytelling from previous customers

7. Use your blog to position yourself as a thought leader

Definitely it’s good to share your personality and stories with your clients. But they don’t want to hear about your trip to Brisbane in March or the fact that your dog is sick on your business blog. Don’t overshare personal information with clients on your website in order to build rapport. People visiting your site will either be left baffled or indifferent to a blog with personal reflections on it.  Instead use your website to position yourself as a thought leader and feature advice, tips and support on your site which people will find useful and interesting.

Is your content working hard and producing good enough results for your business? Find out with a free content audit!

Ten Great Ways to Optimise your Landing Page for Conversion

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By Athena Dennis 

No matter what kind of business you’re in, your website needs to effectively sell your offerings.

Organisations that deliberately and consciously invest in conversion optimisation are twice as likely to see a boost in sales.

However the reason many businesses don’t, is that they are far too focused on BAU – the business as usual syndrome.

When more pressing tasks need to be addressed right now, then optimising the home page of your website takes a backseat. Although what could be more important than ensuring your website visitors convert into sales?

In this article we will explore research into conversion optimisation and UX and how your business can implement some fixes to increase customer conversion. 

1. Use product videos on your landing page

Recent research by HubSpot found that using a self-explanatory product video on your landing page can increase conversion of 144%. 

Ten Great Ways to Optimise your Landing Page for Conversion

2. Create multiple landing pages for your products and services

Landing pages can be tailored and customised to your Pay Per Click advertising. Put yourself in the website visitor’s shoes.

If a website visitor clicks on a Google Ad and gets forwarded to your home page, not to a page that directly relates to the ad – will this visit convert? Most likely no.

That’s because when someone clicks on an ad, they are after a specific product or service on your website. They don’t want to read all about your other offerings or your staff or blog posts – that’s irrelevant to them. Instead they want to be taken to a page that will give them pricing and everything they need to purchase, with the minimal effort, if they don’t get this information easily – they leave. 

Tailoring your landing pages to have the same content as your PPC ads is really important. 

3. Keep the headline simple and related to your USP

You only get 0-8 seconds to tell a compelling story with website visitors. If your headline isn’t good enough, people will abandon their session.  

A great way of ensuring you have the best headline is to split test your landing page’s headline for different visitors, to see which one works best.

Headlines should be short, make an impression quickly and tap into the pain points of the customer and how the product or service alleviates these pain points. 

Here are some examples

Ten Great Ways to Optimise your Landing Page for Conversion
Airbnb
Ten Great Ways to Optimise your Landing Page for Conversion
Treehouse

4. Keep your call to action above the fold

Whether you decide to use an opt-in form or a button to gain conversion, keep this prominently placed. 

‘Above the fold’ means that the content is visible to website visitors before they have to scroll down the page. This technique is obvious for the brand landing pages mentioned in the previous section. 

5. Make sure that your images and graphics mean something

Using stock photos on your home page without any context and direct relationship to your products or services isn’t good enough anymore. 

So how do you correlate stock images to your own brand? You could superimpose a customer testimonial or short quote from a customer over the top of your stock image to make it relevant. 

When I advised one of our clients how to optimise their landing page, this resulted in highly relevant and engaging landing page at very little additional expense.  

6. Use the landing page to overcome common obstacles to purchase

Ten Great Ways to Optimise your Landing Page for Conversion

Firstly, do a bit of market research into the kinds of reasons why prospective customers may be turned off from purchasing from your business. 

These reasons may be manifold, but if you can resolve some of these doubts on the home page, then you should use this opportunity to do so. 

If your product is largely unknown and also highly priced, in your headline, you should allay website visitor’s concerns by clearly mentioning the 30 day money back guarantee in your headline. 

If your product is in a controversial vertical, such as clothing made in Bangladesh, you could have a video on your home page showcasing the production process. You could use the homepage as an opportunity to allay customers’ concerns about the ethical standards of this workplace and the workers’ rights. 

7. Make opt-in forms easy and breezy to complete

As a web user yourself, you will understand the frustration of completing an opt-in form that seems to have a thousand fields. 

So make it easier for your website visitors by only asking them for the very bare minimum of information. Their name, email and telephone will do. 

8. Use a ‘chat now’ pop-up plug-in

According to the VWO blog adding a chat now plugin is estimated to increase customer signups by 31%! A simple pop-up can be answered by a chat-bot initially and then forwarded for human interaction to the website content manager. 

Ten Great Ways to Optimise your Landing Page for Conversion

9. Add testimonials to your home page

Testimonials and customer recommendations are worth their weight in gold for gaining more customers. Ensure that you use these prominently on your landing page in an interactive or automatic slider. 

​ 10. Make your CTA button the most prominent and obvious element on the page

Split test the copy for your call to action button and also the colour of the button itself. One study showed that simply changing the button colour to red increased conversion. 

There are many factors that impact the conversion rate for a website. You can get a comprehensive assessment of your brand messaging, marketing and communications needs for your landing page by getting in touch with me on +61 3 9028 7745 or hello@athenacreativeweb.com

Register now for a free content audit…

Eight sassy design principles that underpin great web design projects

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Here are eight core fundamentals that tend to underpin website design and development work. Although take these with a grain of salt. Perhaps, if you’re in the mood, add some lemon and vodka which tends to add further creative fuel to design projects.

1. Be innovative

The best graphic design pushes the boundaries and involves critical thinking about approach and UI. It’s always a good idea to stay abreast of changes to industry standards and then know when to break the rules too.

2. Start with a problem

All design from graphic design to web design to industrial design, should take a problem and solve it. Think in terms of UX and the presentation of information. Make sure that the content on the site is useful to human visitors. And also useful to robots parsing the site. SEO and exceptional content are equally important to good design and should work hand in glove.

3. Be unobtrusive

Keep the design as simple, clean, unobtrusive as possible. Create systems and navigation that are transparent and simple to use. The best design doesn’t scream out for attention, but is subtly beautiful. It announces itself with a whisper and a murmur.

4. Understand aesthetics

Space and Grid: Information on websites should be ordered in a logical way for the eyes of visitors. Work the white space really carefully.

Typography: Keep it tight with only three different types in a maximum of six sizes used throughout the site.

Colour Choices: Keep in mind colour choice, along with integration of an overall brand identity. There’s an intricate psychology to colour choice in design. It’s important to be aware of that.

5. Keep the end goal in mind

Don’t obfuscate the website or design by adding too many elements. Have one call to action. Then neatly and simply guide the user towards this through the design.

6. Design for a long shelf life

Great web design and graphic design employs classic design principles and isn’t faddish or fashionable. You should use a flexible template that can be changed or modified with new content, images and other small modular iterations. It should be mobile-first and driven by the user experience, rather than pushing an obvious agenda. Future-proofed design looks beautiful on all devices. It uses HTML and CSS that’s easy to read and change as required.

7. Build integrity

The purpose of design is to be open, honest and provide everything that a user needs. A great user experience provides all of the sign posts, guidance and help that is required for the user to achieve clearly defined conversion goals on the website. The purpose of design isn’t just about creating the ‘wow’ factor. It’s also practical and helps visitors to reach a specific goal (or conversion) or to gain a deeper understanding into a subject.

8. Aim to fail fast, and pick yourself up

In order to completely capitalise on your skills, you need to fail fast and early on. Sounds rather counter-intuitive but it’s really not.

James Dyson of the bagless vacuuming empire failed with his prototype vacuum 5,127 times before perfecting his bagless model. Through an iterative process of trial and error he eventually made it. This required some grit, perseverance, determination on his part. In order to succeed, one needs to fail over and over again.

Agile Project Management 101 teaches us that failing fast and early on is a low-risk strategy. This means a project may be more likely to ‘break on through to the other side’ and succeed.


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