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Effective Content Provides Emotional Benefits

Posted on October 4, 2013 in Uncategorized, Web Design by cmblogger

A little Website Love

Photo Credit:
andreyutzu

In deciding on the content for your new website, it’s easy to focus on what undoubtedly you know the most about: your company’s goods and services. And yet, when it comes to creating hard working content that really gets conversions, the answer lies in addressing what any consumer wants, quite naturally, to talk about instead: themselves.

Effective copy focuses on the benefits of your services, not the services themselves. What problems confront your typical consumer-and how does your product solve them? Only by demonstrating you first understand their personal challenges and have a way for them to overcome them will you generate the kind of solid return on your website design that you deserve.

“Benefits” too can be a murky term. Consider the difference between real benefits and “fake” benefits-and their impact on the consumer. Let’s assume you sell motor oil. Its use results in better engine functioning, and in turn, lower costs for the car owner as a result of needing fewer repairs. In generating the copy for your website, it might seem appropriate to tout “Better Engine Functioning!” as your headline. And yet…consider the emotional impact of selling this motor oil instead as a way to save time and money. In the end, unless you’re a car buff, you’re not going to connect with a phrase like “better engine functioning” on an emotional level. Time and money, on the other hand, are precious commodities we all have feelings about.

Remember, as much as we’d like to assume otherwise, most, if not all of our buying decisions are made from an emotional rather than rational vantage point. Make sure your new website design answers those questions, and ensure your success within the marketplace.

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Google Hummingbird: New Directions for Search

Posted on October 1, 2013 in Uncategorized by cmblogger

Google just turned 15 last week, with 70% of the market share for search on desktops and a reputation as one of the world’s biggest brands. Founded by Larry Page and Sergey Brin, two PhD students, their idea turned out to be a necessary component of any business marketing plan in 2013. Along with a…

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Facebook vs Google+: Do You Need Both?

Posted on September 30, 2013 in SEO, SMO by cmblogger

It’s hopefully obvious by this point that social media is a fundamental for anyone interested in getting the word out about their products and services, no matter what your industry. Not only does your involvement help with ranking on the search engines, it’s the way to connect with your customers, both new and existing ones,…

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When It Comes to A/B Testing, Identify Your Goals First

Posted on September 30, 2013 in Uncategorized by cmblogger

When it comes to designing the right website to get the customers you want, don’t take chances on gut feelings or worse, the personal preferences of your web designer. With A/B testing, you don’t have to. Test your site’s performance to optimize for success. To evaluate your site effectively, however, you must identify the key…

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Improve Your SEO with a Google+ Page

Posted on September 24, 2013 in Captain Marketing, SEO by cmblogger

Many of us are still resisting using Google+ socially. Most people barely have time for Facebook, let alone another social media platform. And when it comes to business, who cares, anyway? Aren’t Facebook and Twitter enough? Quite frankly, no. Think of it as a “quid pro quo” situation. Google wants people to use its proprietary…

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Button Text and Conversions: A Table for Two

Posted on September 20, 2013 in Uncategorized by cmblogger

  In many ways, a website is like a blind date. You’re greeting many customers for the first time, and in doing so, need to make a great impression. Nevertheless, you’d be surprised how many websites are the equivalent of a nightmare first meeting, complete with an unattractive, less than hygienic appearance and rude table…

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Image Carousel Results: Google+ as the Key to Organic Search

Posted on September 17, 2013 in Uncategorized by cmblogger

Summer brought sunshine, barbecues and the new Google interactive “local carousel” you may have recently noticed on your search engine results pages. Expected to soon include all types of local businesses, the carousel has been showing up instead of the old “7-pack” of seven local search results, a feature which appears to have gone the…

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Local Search Made Easy with YouTube

Posted on September 17, 2013 in SEO by cmblogger

YouTube isn’t just for cute cat videos any more. If you’re looking to increase local business and maximize organic results with local search optimization, consider creating a brief, informative and entertaining YouTube clip for potential customers. Not only will you be one of only a few small local businesses taking advantage of this great SEO…

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Testing: Knowing How to Evaluate Your Design

Posted on September 13, 2013 in Web Design by cmblogger

Everyone agrees that A/B testing is useful when it comes to determining what variable works and what doesn’t for a website design. In fact, one company recently demonstrated that this kind of evaluation can lead to an increase in sales of more than 35%. However, when you are getting ready to create your test, make…

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Essential SEO: Know the Basics

Posted on September 10, 2013 in SEO, SEO marketing by cmblogger

Especially for a new company, SEO can present complicated challenges when it comes to creating the right program to get ranked with the search engines. With just a few tips, however, even a fledgling small business can lay the groundwork for an effective organic search campaign. Have you installed Google Analytics and Google Webmaster Tools?…

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