Create the Right Landing Page

Your digital strategy is all about driving traffic to your website – your online home base. Taking time to make the pages you send people to – your landing pages – a great experience can create the engagement and conversion you are looking for.

When visiting your site, customers expect an experience that is fast and well-designed – no matter the device they’re using. In a recent study, Google found that more than 80% of smartphone users are more likely to purchase from companies whose mobile sites or apps help them easily find what they’re looking for.

Optimize for Mobile

Think mobile with your landing pages. Optimizing the web pages for mobile usage is a requirement, not an option. To make your site mobile friendly, run your landing pages through Google’s Mobile-Friendly Test, which will give you the insights and resources you need to improve your pages’ mobile performance.

Use Google Analytics as a Guide

Which areas of your site are performing under expectations? Are certain landing pages turning leads to more sales? Where do site visitors linger? Where do they leave?

Google Analytics offers detailed reports that are specifically designed to help you better understand the performance of your landing pages. In Analytics, follow this path: Behavior>Site Content>Landing pages report. Use the data to understand which landing pages are doing well and which need improvement.

Test Landing Pages

Google Optimize enables you to make multiple versions of your site and see which version performs best. You can test different layouts and content to see if the changes impact conversion to your desired outcome.

Testing with Optimize helps you build pages that offer better user experiences, drive more conversions, and provide a higher return on ad spend as a result.

Sidestep These Common SEO Mistakes

There are best practices every brand should follow when it comes to search engine optimization (SEO). SEO is not hard, especially when you know the mistakes to avoid. Common SEO mistakes that I see: slow site speed, content not optimized for keywords, lack of meta data, and no attention to the mobile experience.

Fast Sites Win

Search engines give the best rankings to fast websites. Why? Because people expect fast websites. Slow sites don’t meet expectations, no matter how great the content may be.

The faster your site, the better. Google has a free tool to check your site speed: Google PageSpeed Insights. This tool gives you a speed rating as well as suggestions on how to boost your speed.

A common recommendation is to optimize your images. Large images take a lot of time to load. Resizing your images can speed up the loading time. If you have a WordPress site, you can do this easily by installing a plugin that does that for you.

Speaking of WordPress, the activated plugins can also impact speed. Less is more. The fewer plugins that are activated, the faster your WordPress website will be.

Incorporate Keywords in Content

Put simply, keywords are the words and phrases that your target customer is using when looking for a business like yours. Use those words! If you aren’t using the words that people actually use when searching, you aren’t going to be found.

Make your keywords as specific as possible. For small businesses, you need to look beyond your business area (such as real estate, plumbing, recruiting, etc.), and find more specific phrases that reflect your business. Otherwise, you’re competing with all like businesses all over the world, which is impossible to do!

The longer and more specific the keywords are, the higher your chances of ranking. Search volume will be less, but since the keyword is accurate for your site, click through rate will likely be high. Your site will eventually gain more traffic for your keywords than it ever would if you optimized for one broad keyword.

Provide Content People Need

Your website needs to provide the content people need. Your website is actually not about what you want to say, it is about what your target audience needs and wants.

Every page of your site that you want searchers to find needs at least 300 words. Google won’t rank a page highly for a topic unless there is sufficient content about that topic.

Write for your visitors and not for Google. Google seeks to provide the best answers possible to every search query. Therefore, writing quality content for your audience will lead to good search rank.

Provide Useful Meta Data

Meta data is still important for search rank. When the meta keyword field was abused and set aside as a ranking factor, many people mistakenly assumed that no meta data mattered. The meta page title and meta description are important search rank factors.

The page title is still one of the most important ranking factors for Google, so you have to make sure it’s optimized correctly for every page. This means adding the relevant keyword to each particular page and making sure that your page title isn’t too long. If your page title is too long it will get cut off in Google. You don’t want potential visitors to be unable to read the full title in the search results.

The meta description is not a ranking factor, but it does play an important part in your click through rate (CTR). Meta descriptions that are optimized with clear and attractive extracts on what potential visitors will find on your page, increases the likelihood they will click your result. If searchers think your site will provide an answer to their search query, the more traffic your page will get.

Tell Visitors What to Do Next

Once visitors are on your site, you want to keep them on your site. The best way to encourage  visitors to click further into your site is to create call-to-actions (CTA). These are usually presented as a button. “Read more,” “Buy now,” and “Visit xxx” are common CTAs.

Make sure that every page has one call-to-action. If you have multiple buttons, you lose the focus of the page and your visitors won’t get where you want them to go. Know the goal of every page, and include a call to action that achieves that goal.

Make sure that the CTA stands out from your design and is clearly visible. If the button blends into the design of your page too much, it will get fewer clicks.

Pay Attention to Mobile

Google looks at the mobile version of your site to decide how high you should rank. So if the desktop version of your site is awesome, but your mobile site is jumbled or spans off the side of the screen you won’t rank well at all.

Google offers a mobile test to give you an indication if your site is fit for displaying on mobile devices. Also, be sure  to visit your site on your mobile phone and have others with different devices do the same.

Next Steps

Many SEO best practices are easy to implement once you know what they are. However, sometimes site structures are outdated as compared with the expectations of search engine crawlers. And there are often specific requirements based on the type and scope of a business. If your SEO efforts aren’t getting the results you want, it may be time to get some professional SEO support.

How being an entrepreneur is like a road trip

Guest post by Maggy Sterner,brand & business coach

After eight hours, three cups of coffee, and a bag of Twizzlers, I’d completed the first day of My Big Road Trip Adventure: a cross-country solo drive from Washington, D.C. to Portland, Oregon.

I wasn’t even sure I would make it out the door of my apartment.  It all felt too daunting. My covid cocoon isolation had gotten to me.

But I’d said I was going. I chose the date (April 5, 2022). Nobody did it to me.

So I went.

Remember to breathe

We’ve all gone through the wringer for the past couple of years. In March 2020, the world shut down and we were tossed into a scenario nobody had anticipated.

Fortunately, I’d been running my business as a brand & business coach via Zoom since Zoom was launched.

Unfortunately, I don’t thrive in captivity. I need freedom and mobility to feel alive.

After two years, I couldn’t take one more second of being in my very pleasant apartment, work-work-working, living on Zoom, not traveling.

What I discovered once I got going is this: A road trip experience is just like being an entrepreneur. They share the same qualities and types of experiences:

Pick a destination, it’s your choice

One way to guarantee you don’t get where you want to go is to not know where that is.

My target was Portland. But I headed south – not west – and people were like, “Uh, that’s not the way to Portland.” I know. We get to choose our own path to the place we’re going.

I’ve gone down side trails with my business, cooked up ideas for things that were out of alignment with my values or my superpowers.

My motto is: Everything goes into the pot, keep stirring. There are no mistakes.

Follow your business’s GPS – your brand statement – if you get lost

Get your a$$ out the door

Hit the “go” button. I could make all the lists I wanted about what to bring and my itinerary, but the going is the whole point.

I felt so alive heading out into the world, not knowing what was going to happen next.

For your business, you’ve got to be visible – nobody can see invisible things, especially not the people who need precisely what you offer.

Show up by networking, on social media, do speaking engagements, produce your own or be a guest on podcasts, writing a book, and giving away a free worksheet.

If you say, “I need to … ” or “I should do …” – stop it. It doesn’t matter what you do. Do what’s fun.

You’ll veer off course

Now I know I never need to visit Marfa, Texas again. Ever. I wouldn’t have known that if I hadn’t done it. There are no mistakes, just plot twists.

I’ve spent way too many hours focusing on things that weren’t important to my business. I went down roads that didn’t serve me or my business. But that money’s gone, it’s already happened, so move forward.

Get a grip, reel yourself in, pick a new direction.

When an engine light goes off in your dashboard, that’s a clue something big needs your attention

Just as I pulled into my first hotel on day ONE – literally, the very moment – a yellow light went on in my dashboard: Either my car had gone into submarine mode (that’s what the symbol looked like to me), or uh oh.

The “engine lights” for your business can be a lack of consistent income (your bank account is the “engine light”), spending too much time with clients who are not a good fit (you’re feeling drained instead of joyful), you’re working all the time and burned out (have fun!)

Road angels are everywhere

I hit a patch of hiccups during my first week. Dashboard light, computer shouting, “I HAVE NO MORE ROOM FOR ANY OF YOUR STUPID FILES!”, balancing work time and drive time, no place to have a client call.

I found what I call “road angels” everywhere: the geniuses at the Apple store in Knoxville, Tenn; The desk guy at the hotel who said, “I can’t give you a late checkout but I have a conference room you can use.” And then he made it nice for me.

My friend who found me a mechanic in Austin, Tex. Sean turned my fear of a $2k bill into $126.17 by cleaning one dirty filter.

The hottest of all my hot tips

Ask for help. Don’t hesitate. We’re not here to suffer in silence.

I said this a lot, “I’m wondering if it’s possible to have . . . “. The only possible answers are “yes,”, “no,” or renegotiate.

Ask for what you need. None of us can do this entrepreneurial (or life) road trip along.

Road angels are everywhere.

About the Author

Maggy Sterner is a brand & business coach. She helps coaches, consultants, creatives, and healers learn how to talk about what they do so the right people say, “OMG I need you!” And then they make da monies.



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