Putting websites in order at BrandiCamp – here are the top tips
A historical moment occurred on 4 June, when Posintra held its first Zoom hybrid remote webinar training.
This was a local training event for Tutka-Camp, which had a Zoom connection for those that wished to continue working remotely due to the coronavirus situation. Mika Laine and Niko Laurila oversaw the remote webinar’s technical execution while lecturer Eija Lipasti from Laurea University of Applied Sciences provided the content.
The event’s themes were the ABC of search engine optimisation, the stages of a purchase path, content production related to these different stages and a structural formula for content production.
If you could not make it to the event, don’t worry; we put together a list of the day’s top tips.
Good content benefits both the company and the customer
In total, 76% of Finns primarily look for information on a company’s website. However, only 46% of entrepreneurs realise they could get new customers through their website and just 43% plan to invest in their website in the future. (Source: www.fonecta.fi)
A company’s website is one of its key sales, marketing and communication channels.
And that is why the websites should be put in order, right now!
Where should I start?
Don’t jump straight into search engine optimisation (SEO), like many tend to do. Plan your main strategy first.
What do you wish to achieve through your content? What kind of brand are you building?
What kinds of messages do your customers and potential customers look for at each stage of the purchase path? What kinds of prejudices or concerns they may have? How could you alleviate them?
You should also be aware of what is already working well on your website. You can use the free-of-charge Google Analytics service as a tool.
Step out of hiding with the help of search engine optimisation
How can your customers find you? What kinds of search words and phrases will they use during the different stages of the purchase path? What problems do they have for which they need solutions?
Make a list of the search words and phrases and consider the best communication channels for them.
The key information sources are blogs, videos, various guides, research results published by your company, free workbooks.
Create a clear structure
Create a clear website structure. Make subpages for all important subjects to answer the customers’ questions.
Remember to use your keywords in the URL.
Create fact-based content for each page. What do your customers really want to know?
Content production will be easier if you always follow the same PFPA model:
PFPA model means that you give a promise, fulfil the promise, prove this and activate the customer.
Give a promise that is relevant to the customer. Fulfil the promise right away, without dawdling.
Prove your words through customer experiences and reviews, for example.
Activate and guide the customer forward: contact us, leave a contact request, read more, watch a video.
Remember to ask for the customer’s contact information! The customer has already shown interest in the topic, as they visited your page. Do not lose them; trying to reach them again is expensive.
Embed your search words into text
Take out your list of search words. Use the main key word in the pages H1 header (the first header of the page) and especially on the front page. Remember your H2 and H3 headers, too.
Vary your search word combos and build extensive and relevant content around your search words.
Remember to also name your images by utilising your search words and ensure that their titles and meta descriptions are in order.
Place both internal and external links in the pages. Also check which reliable websites feature links to your site. You can use Google’s free-of-charge tool, Google Search Console.
Narrative and stories
The longer customers stay on your website, the better it can be discovered from Google.
Share stories with both information and emotion with your customers. Stories bring up emotions, and people make purchase decisions based on emotion and then back them up with reason.
Remember to be clear
If you leave things unclear, you will lose. Our brains are wired to work as lightly as possible. We want clear answers and clear guidelines for what to do.
Use short sentences, keep your texts concise enough, use subheadings and citations. Guide the customer.
Remember to make your page visually attractive. Leave some white areas.
Content production is not a one-time thing, but rather a long-term process. You should keep producing content regularly. This also helps Google find your page better.
Make your work easier and reuse and update your old texts; there is no need to reinvent the wheel.
Tips: Learn from success
Have a look at e.g. the following examples, look for the elements mentioned above and apply them to your own pages:
Good luck with creating your website!