Five tips for effective web copy

It’s downright hard to write succinct and clear web copy. And it can also be very time consuming. But if you nail your copy, you can increase traffic to your website, the amount of time people spend on it, and potentially your conversion rate.

You might think it’s best to list as much detail as possible on your website. In fact, it’s quite the opposite. Listing a lot of information is effective for print publications, but it’s ineffective for a web page. This is because web pages have unlimited space but their readers have very limited attention.

To help you combat the challenge of writing for web, check out our top five tips for developing sharp and concise web copy.

Place your most important information first

Web copy is different from other types of writing. On a web page your most important information needs to come first. Often a simple statement of what you do and how you can offer value is the key piece of information needed.

This style of writing is called the ‘inverted pyramid’. Here the most noteworthy information always comes first before detail and background information. Journalists use this structure of writing so that you’re able to understand the bigger picture of an article from the first paragraph.

Your customers also want to understand the big picture first. Your web copy needs to succinctly convey from the outset what you can do for them.

 Avoid large paragraphs

Copy on each page of your website should be short and to the point. Large blocks of writing can be off-putting for browsers and can come across as clunky. Browsers are often scanning or looking for a quick answer when reading web copy, so it’s best to give them what they want rather than have them leave your page to find it elsewhere.

Keep in mind that you should also have around 250-300 words for SEO purposes so that your page can be optimised correctly and be discovered. Although 300 words may sound like a small number, you’ll be surprised how dense 300 words looks on a published web page.

Use customer testimonials

Reinforce the value of your business by putting client testimonials on each page. From a customer’s point of view, you are not the most credible source of information about your service. Testimonials from your clients will add to your credibility and increase the value of your proposition. They are a form of social proof with high persuasion powers.

Include a call to action

A call to action is vital. What steps do you want your browsers to take? What are they meant to do next? This could be simply a link to another piece of content you have, an invitation to subscribe to your newsletter, or a pop-up contact form asking them to get in touch. If you highlight what you want your browsers to do next, it’s a lot easier for them to engage.

Top tip: Always incorporate a ‘contact us’ link or contact details on every page so browsers can easily get in touch. Don’t make your visitors work hard by scrolling through every page searching for ways to make contact.

Establish a value proposition

Your value proposition is your conversation starter. It’s something that gets the reader’s attention and makes them want to learn more about you. Highlighting your value proposition enables your readers to understand your services and how you can benefit them. The quicker they can understand your abilities and why you’re better than the competition, the more likely they are to remember your business or product.

People looking at your website are often in a hurry and make quick decisions about whether you’re right for them based on your website content. That’s why it’s best to have your value proposition clear, concise, and credible.

 

Keep these top five pointers in mind to make sure your content is effective. Remember: don’t treat your visitors like information-hungry sharks. Position your information clearly and always get straight to the point. If you’re in need of a more professional hand to help, you can always contact us here for the right advice or to help you craft the right message for web.

 

I have a new website should I be doing AdWords?

Is digital marketing including services like AdWords right for my business?

When a customer asks us this question, I always want to know:
Where do your current leads come from?

Understanding where you already get leads for your business is the key to finding value for your marketing budget.

Jumping too soon into an AdWords campaign when you don’t have a landing page squeeze page set up, or your sales copy in not compelling enough to convert any prospective visitors you do get can mean you can waste a lot of time and money on advertising that delivers no results.

From the outside digital marketing looks very attractive, as once you set up your campaigns, done right it seems you could set it and forget, watching the inquiries come in. The facts are, the further away the contact point between you and the customer you are trying to attract to your business, the lower the average conversion rate for acquiring that customer.

The reason most small businesses don’t succeed online is that creating a communication strategy where you don’t get the power of the face to face interaction, the harder it is to share, define and explain your offer to your customers.

I always suggest to a small business owner that you analyse where your current leads come from, and work on improving your content and presentation before stepping into the world of digital advertising.

Creating memorable media creates engagement and gets results.

Ask yourself what improvements in presentation, or communication could you make to your existing sales material? If your current conversion rate is say 40%, if you increased your ease of understanding around your offer with a new brand, flyer, and website would that increase your sales?

When you feel ready to enter into promoting your business with AdWords, get a good strategy set up first.

You need to understand the conversion process and all of the content that will need to be created to assist a customer to evaluate your offer from your website. You also need to be clear about the cost of customer acquisition Most AdWords agencies suggest if your business average sales value is under $250 because of the cost per click/ over the volume of inquires ad-words will never be able to deliver an effective return on your investment.

What advertising channels have you tried? What were your results?

Want to find out more about our small business AdWord services? Click here. 

Speak to us for free one hour strategy session and we can assess what marketing channels we think would be right for your business.

Creating a video marketing strategy for Facebook

Creating a video marketing strategy for Facebook

There is no doubt that Facebook is the largest social network.

Facebook has 1.65 billion monthly active users, with nearly one billion accessing the network on their mobile phones every day. As avid Facebook users scroll through their newsfeeds on both desktop and phone, brands face an ever-evolving challenge of creating thumb-stopping content.

Videos are shown to get more reach than any other post on Facebook, and the network is rapidly evolving into a video-centric platform. According to TechCrunch, Facebook has reached 8 billion video views a day and viewership continues to grow.

At their very best, videos can create experiences that are memorable, moving, and inspiring – experiences that brands and businesses can bank on.

Why brands should start making Facebook-friendly videos

On Facebook, video content has more power to increase brand awareness.

Video can speak on a level that text posts can’t. It can educate and entertain an audience easily and quickly through storytelling. Through creative and engaging video content, your brand or business has a higher chance of attracting attention and engagement. According to HubSpot, 80% of customers remember a video they watched in the last month.

Video content performs well on all devices.

Videos perform well regardless of which device is used to view Facebook. The responsive design ensures that your audience will see your video the exact same way every time. Simply Measured found that 60% of viewers engage in a video post in preference to a text post, so you want to make sure you get it right first!

Video has the ability to build greater social connectivity.

Using video correctly in your marketing strategy enables you to increase engagement with your direct target audience and their extended personal network. Forbes estimates that 92% of people who consume mobile videos share them with others, so a small amount of engagement can reach a larger audience and potentially go viral.

Without the right video marketing strategy you’re going in blind

Video content made only for Facebook requires a different focus than in normal video production. It’s essential you start with a video marketing strategy to determine the best approach.

You need a video that creates impact and results through the right balance of emotion, creativity, and knowledge of your target audience. Your strategy should involve targeting the varying audiences your business has, and creating a formula to engage and direct the audience into a customer journey.

One video shouldn’t be treated as a “one size fits all”. Ideally you should create a video for every Facebook ad campaign that is targeting a different activity or customer.

Tips for creating successful Facebook videos

Use the first few seconds wisely

You need to bring your story to life quickly. You want your video ad to quickly pique the interest of people scrolling through their Facebook feeds looking for content.

Consider showing brand or product imagery in the first few seconds so the viewer knows what your video is about as soon as possible.

Focus on storytelling

Video length is less important than telling a cohesive and concise story. Your video ad shouldn’t be longer or shorter than it takes to tell your story well, so create a storytelling arc from the first frame to the last that keeps your audience interested along the way.

Make sure you tell your story with and without sound

Videos on Facebook auto play with sound off, so it’s important to make sure your video ads entice viewers even when muted.

When sound is off, great imagery and on-screen text can help tell your story. When enabled, your video’s sound should offer additional value to viewers and further bring your story to life.

A long video (over 3 minutes) that showcases your background and founder story to a cold audience is not the right type of video to use in this format.

How to utilise the Facebook advertising platform

Most people are aware that you can “boost” a post to get engagement and views on your branded content.
But boosting a video posted on your Facebook page is a really costly and ineffective strategy to build brand awareness.

When you chose to boost a post, Facebook shows your ad to people who are most likely to engage with it. But not all engagement is equally useful to your business. Some users will simply click “like” and never engage with you outside of Facebook.

This kind of engagement is a waste of your time. You need a strategy that entices users to move from Facebook to your website, where they are more likely to convert.

Clearly, boosting a post isn’t the right metric that you want to choose to optimise your ad. So, what is?

We recommend creating a “video views” strategy. With this strategy, you share content with the people on Facebook who are ready to hear your message and are more likely to take the actions you want.

What is the video views strategy?

Firstly, target your video to a broad Facebook audience of your general demographic of potential customers.

Once the video has reached at least 1000 views, you create a second remarketing ad campaign to target those who watched at least 50% of the video. This advertising will invite them to learn more about your service or offer, usually with some sort of special promotion.

Running these ads continuously creates a funnel of viewers, who by watching your video are self-identifying to you that they’re interested in your product. This is the group of viewers who are ready to hear your brand message, and you can effectively target them with your business offer.

Where to now?

If you want to enter deep into Facebook marketing, there are many more strategies and remarketing steps that can be set up to further drive engagement and views.

Speak to us at Creative Content to find out more about how we can help you promote your videos on Facebook. We can get you set up with the right video marketing strategy for your business.

Social Media Image Size Cheat Sheet

Facebook:

Cover Photo 851 x 315 px
Profile Photo 180 x 180 px (displays at 160 x 160)
TAB Image 111 x 74 px
Shared Image 1200 x 1200
Link Image 1200 x 627

Twitter:

Header 1500 x 500 px
Profile Photo 400 x 400 px
Image Display 880 x 440 px

Pinterest:

Profile Image 165 x 165
Pins 736 x INFINATE px
Board Display 222 x 150 px

Instagram:

Profile Pic 110 x 110 px
Image Feed 510 x 510 px

Google +:

Profile photo: 250 x 250 px
Cover Photo 1080 x 608 px
Shared Image 497 px (minimum width)

Maximising A Small AdWords Budget

How to make the most from a small AdWords budget:

From the outside AdWords looks very attractive, you simply set up your campaigns, set it and forget, and watch the inquiries come in.

The facts are, without a good strategy in place it is likely you will be throwing your money away with very little results! To create a great adwords campaign with a limited budget you will need to understand some basics strategies to implement a successful campaign for your business.

1. If you don’t have an effective landing page and your website is not optimised for mobile then stick to desktop search.

Mobile visitors are the least likely to convert on a non-responsive page especially if your landing page is not ideal.

Adwords Budget

Best practice tip: Create Targeted & Conversion Optimised Landing Pages

An important component of your ad quality score is your landing page, which is judged on the parameters of relevance, content originality, transparency, and navigability. You will not get conversions from poorly structured or outdated landing pages.

2. Limit your ads to key days/ key times that makes sense to your business.

Think about days and times that your visitors are more likely to search and when you are able to reply. If you take too long to reply to an inquiry then it is likely that they will look elsewhere.

3. Restrict your search area to localised search queries.

You can set a limit of area that your ads will appear or simply target one area close by your business.

4. Focus the budget on the keywords that are cost effective.

In some industries adwords is extremely competitive. For example, a search for “web design agency is $8.65 a click, whereas “Design agency” is $4 a click. So, it pays to look for unique and longer keywords to compete effectively on a smaller budget. Your best performing keywords are those that bring in conversions at the lowest price.

5. Make use of the “negative keywords” function.

It lets you exclude all the words associated with your expressions that don’t represent the needs of your target audience.

6. Make sure you have exact match set up for keywords instead of Broad Match.

Pro Tip: Keep your PPC expenditure in control, keep exact match or phrase match keywords. Speaking of web services industry, choosing exact match keywords such as [web design company] will not display your ad for terms like “website design company” or “web design agency”.

Manage your campaigns rigorously

7. The first rule to follow is to not spread yourself too thin.

Don’t create more than 3 campaigns at first so that you can manage them properly. Work on your segmentation and avoid keyword overlaps at all costs, so you’re not “paying” for them multiple times.

8. You can use effective ad extensions to make your ads more attractive; they have a definite effect on the click-through rates.

9. Generally speaking, you should adopt a very strict monitoring process; monitor the quality index for each keyword.

However, it’s not necessary to make changes every 5 minutes; wait until you have a certain visibility over time. Although it’s good to perform tests, it’s best to limit this practice if you have a tight budget. And above all, remove the keywords that aren’t working!

10. Refine your ads by trying as hard as possible to attract your genuine prospects and “scaring off” internet users who don’t belong to your target audience.

For example, you can specify the price of your product, which will prevent those looking for very low rates from clicking on your ad.

11. Avoid Dynamic Search Ads:

These ads are not triggered by specific keywords chosen by you. Instead they are displayed when someone searches for anything related to the content of your landing page. While this seems convenient, it often results in irrelevant impressions and clicks, which push your daily budget up.

12. Make sure you have conversion tracking in place

Not tracking conversions is essentially like driving down a windy road, in the dark, without your glasses. There is no clarity as to whether your marketing efforts are actually working. You could be wasting your money and time on Pay Per Click due to a lack of conversions.

To gain insight into what’s working and what’s not you need to by measure the conversions so you can see what campaigns, adgroups, keywords, ads, and landing pages are receiving the most conversions and make changes accordingly.

We can help you to set up all of these steps and create a cost effective adwords campaign that can grow with your business. Speak to us to set up your adwords and remarketing campaign today.

Contact Us

Get in touch with us here to receive a quote on how we can help improve your AdWords strategy accordingly to your budget.

Asbestos Removal NZ

Asbestos Removal NZ wanted to increase the profile of their services and develop their brand image. First we identified a major gap in the market in a general lack of available information about asbestos.

By developing this high-level content, we were able engage the potential audience and clients for the company’s service. The Asbestos Removal NZ website that we built continually ranks as number one on Google.

Better Windows

Better Windows was launched to sell home insulation products. Our aim was to position the company as a trusted provider in the home installation market.

Our digital marketing strategy for Better Windows also focused on using video for sales and using the website and social channels to help capture online leads. We also developed a sales book for in-home sales presentations and conducted ongoing customer interviews to collect testimonials to re-enforce the value proposition of Better Windows.

New Zealand Immigration Law

We were commissioned by Principal Lawyer Aaron Martin from New Zealand Immigration Law (NZIL) to develop and create his brand, starting with the launch of his website.

Our goal was to position NZIL as an immigration law firm that’s rooted in ethics, integrity, and professionalism. We focused the new website on information-rich, up-to-date content on immigration to promote Aaron and his firm as the local experts in immigration law.