In a world filled with the need for instant gratification, in the next 5 minutes I’ll offer you ways to improve the value of your web presence. The Trillion team has designed and refreshed websites since the early days of basic html and static content. Now, however, websites are more complex and with proper planning, capable of generating significant revenue and new business opportunities for savvy companies.
The first tip I recommend can be accomplished in minutes, while the others will require a bit more time. In all instances, the content you are generating needs to be accurate and strategically written so it can be applied to all of your website and other online content, both old and new.
Google Profile and Reviews
Since more than 60 percent of non-mobile and over 90 percent of mobile web searches begin and end with Google, having your business profile page and information up to date and thoroughly complete is critical—especially for local search. It is likely that Google will be your largest source of referred website traffic, so providing the essential details is a wise first step. It can take just a few moments to complete the contact and overview information Google requests.
The key to optimizing your Google business profile is providing your product or service information accurately so it can be categorized and displayed for all to see. When your prospects are searching for your product or service, especially on the local level, you want to supply Google and the prospects with all of the details about your company.
- Name
- Location
- Contact details
- URL
- Hours of operation
- Services you offer
- Photos
During the process of setting up your Google profile, you want to make sure you verify the business listing. Verifying your business can be accomplished as easily as placing a text file on your website server and accepting an automated call from Google.
Asking your customers for reviews is another crucial component of the Google optimization process. Once you accumulate a review, your average star rating will be displayed in your profile and in search results—potentially catapulting you above your competitors. This in turn could lead to more opportunities for your company so it’s important to have the highest rating possible. Responding to your customers’ reviews is always a good idea—even if they are positive but especially if they are negative. This shows prospective customers that you care and provides you a means to address anything less than 5 stars.
Metadata
The image above shows the metadata of a website page. Metadata is a text description of your page or image content that is provided to search engines. Metadata is not usually visible on your website but rather acts “behind the scenes” where search engines and social media can crawl and index it. When you perform a search, the results you see are likely presenting the metadata of website pages. You can modify the metadata of your website pages so it is providing short, succinct descriptions that your prospective customers are looking for. Many businesses overlook and miss this opportunity to improve their standing in search results.
You have a set number of metadata characters that are displayed in the search results. These are important. Describe the content on your web page accurately and with your customer in mind and the keyword phrases that are most important from that page. As mentioned above, with all of the web searches filtering through Google, it is so important to make sure your website is following Google’s recommended guidelines. Currently, Google states that metadata titles should be no longer than 70 characters and metadata descriptions should be no longer than 160 characters.
WIIFM Website Content
What’s In It For Me, also referred to as WIIFM, is a common phrase in marketing and advertising when putting yourself in the shoes of your prospect or customer. All of the content on your website should be written and optimized to answer your prospective customer’s questions and addressing all of their pain points. Doing this will held grab and keep their attention. When you have their attention, it will be easier to convert them into revenue generators for your company. Again, many companies overlook this step on their website. If you are having a hard time generating persuasive and informative content, hire a writer that has expertise in this area.
Do these tips sound helpful? Are you unsure how to get started?
Contact Trillion to have a brief conversation about your company’s website situation. Within 10-20 minutes we can assess your situation on the phone and determine how we might be able to help you improve the value of your website. Give Trillion a call at 908.219.4703 or use our simple contact form to get the conversation started with us.
