content optimisation

Get into bed with the 2%: a rule that could transform the impact of your website

The average website might convert only around 2% of leads, with rates much lower in some industries.  

Even though the conversion rates are still such a low percentage of visitors, internet marketers are often still looking at data sets from 100% of visitors when evaluating web performance.

In other words, because 98% of visitors didn’t show themselves to be serious customers or convert, arguably 98% of the data they’re looking at is skewed and possibly incorrect.

Six rules for producing optimised web content

Content is king for many reasons but principally because content helps satisfy your visitors’ information needs, driving conversion, and it enables search engines to include your webpages in SERPs for relevant keywords and phrases.

So why do many web owners fail to keep their websites fresh and leave old content hanging around waiting to be put out to pasture? The common theme I’ve picked up on is that web teams struggle to know what content to produce and how to prove that the time invested has an ROI, so it becomes their bete-noire.

This blog tackles the first dilemma and sets out simple rules that will help structure the creation of relevant content.

How do you get the biggest bang for your content buck?

Producing relevant content is important for site optimisation, both for pure SEO benefit and to improve the user experience and drive conversion.

This post looks at how you can make the most of four types of web content (information pages, images, videos and blogs) and move away from a flat view where content is isolated in one place.

Much of this is common sense but I know many web teams who don’t fully appreciate the value of their content. 

How do you write good copy for your website?

Copy, copy, copy. Not a Labour Party election slogan but an ode to the all important words that help elevate your website above the masses and improve on-page engagement and conversion.

Website copy plays a crucial role in informing your visitors, presenting your values and directing people to take actions, not to mention giving a boost to your SEO efforts.

But what is good copy? Is it copy that raises your search engine visibility? Or words that extol your virtues as the next laureate? 

In my latest attempt to open myself to professional and personal slaughter, this blog explores the qualities of good web copy, linking to useful articles written by respected copywriters. I don’t claim it to be definitive but the intention is to open a discussion about what good copy really is.