Archive for September, 2014

4 “Must Have’s” For Your Website

Recently I have been doing website reviews for manufacturing companies in the Los Angeles area. It has been fun to see what the state of internet marketing is, in this group. There are four things I see the most often that, if improved, would make a difference to the number of leads these websites generate.

1. Be Social Media Compliant

Social media has changed the way visitors view your  website. Being active on Facebook may not be important for your business but your website still needs to act in a “social” way. It is what the public expects… to be up-to-date, relevant, conversational and make important information on your website easy to share with others.

This means:

  • Have a Content Management System (CMS) so there is no waiting for the website to be updated…you are in control!
  • On your inside pages, there is meaningful content like: product information; specification; white papers; and industry updates… to make sharing those pages by email or on a social media site a one-step process… look in the right hand corner of this webpage.
  • Have a LinkedIn Profile so you can easily network and have conversations with relevant industry groups… Check out mine.

2. Websites Are Visual – Use Your Own Photography
What makes a beautiful website stand out? Beautiful images. Stock photography is nice but it has a “sameness” that defies “outstanding.” The best websites are built around quality images taken by a professional or created by a skilled Computer Generated Image (CGI) Specialist

3. Phone Number - Big and On Every Page

90% of the visitors who come to your site are looking for a phone number. Why make them search for it? It should be at the same visual level as your name and logo. We suggest making it in large type, and placing it in the upper right hand corner of the page-header next to other calls to action like “find a rep” or “get a quote.” I even put the phone number first thing in the meta description (SEO) because you can see it on your page return in Google … See the description under my Google search return.

4. Do the first step in SEO (Search engine Optimization)

Add a title tag to every page of your website.  Go into your website code and add 5-7 keywords in the meta tag section called “title.” This is the text your eye can see at the very top of your browser when your website is open.  It should be unique on every page… Look and see my title tags. It starts with “The Reynolds Group” followed by a string a keywords “Internet Marketing, Marketing Strategy,” etc. It is located above the graphics, phone number, logo and browser tabs.

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admin on September 26th 2014 in Web Strategy

10 Simple Ways To Get Google Juice

Google Juice is the stuff your website needs to achieve higher page ranking.  If your website is a critical lead source for your business, it is best to have an internet strategy that includes more Google Juice or has effective Search Engine Optimization.

Here are the basics:

1. Content Content Content
Fresh content that is relevant and current is the easiest way to have your website perform well on Google search. If adding content is not happening because adding it is hard to do there are easy fixes that are well worth the money.

2. Page Title Tag Not Relevant or Too Long
A page title is the text shown at the top of your browser window. It is also the title of a page as shown in Google search results. It is the most important meta tag and should contain the most important keywords for your website or that website page.
From a Search Engine Optimization (SEO) perspective, make sure every page has a title tag. Then it is good to keep your page titles concise. If your page title is over 70 characters it will dilute the importance of each term in the title.

3. Meta Description Longer Than 150 Characters
Meta description is the second most important meta tag and is important for drawing in visitors from search. The meta description is the text under a page title in search results. Like page titles, meta descriptions will get cut off and replaced by “…” if they are too long.

4. Actual Page Title Not Targeting Realistic Keywords
A key factor in search engine ranking is how closely the title of a page matches the user’s search terms. Avoid unnecessary descriptive words because users don’t actually search for them. Do not use your company name at the start of the page title. The first few words in a page title are the most influential in search engine results. You want people that don’t know about your brand to be able to find you, so using more general industry keywords is important.

5. Page Keywords Are All The Same
Each page on your website is a new opportunity to get found online. You don’t want to waste all these opportunities by reusing the same page titles or internal page keywords.

6. Domain Name Set to Expire Soon
Search engines favor websites that are not set to expire for a long time. Having your domain name registered for the next few years shows committment, and means your website is less likely to be spammy.

7. Images Have No ALT Text
Search engines do not “read” images. They scan primarily for text. Fortunately with the ALT tag, you can associate text with an image. ALT text does not have as much influence on the page keywords as actual text on the page, but is still worth having.

8. Contact Forms Too Lengthy
Contact forms are crucial for converting traffic into leads. However, more traffic will be willing to become a lead if your forms are short and done right. Limit the content of your forms to only the information you need.

9. Too little (or Too Much) Text
Search engines read text better than anything else. So, it’s important to have text on your web page. Knowing this, some people cram as much text as possible into a page. As a result, search engines then struggle to extract the relevant text.

10. Not Using Analytics
Even after you’ve created interesting content on your website, optimized, and converted traffic into leads, your work is not done! If you want your website to be all it can be, you should analyze your results, and refine your SEO strategy accordingly. Google Analytic is free… Use it!

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admin on September 26th 2014 in Web Strategy

PLEASE VISIT OUR NEW WEBSITE!!

 

The Reynolds Group has a new website which, for me, is both exciting and a little nerve-racking. It is hard to be your own consultant but I followed all the same steps I advise my clients to do. PLUS, I had help from my great team… thanks  Debra and Matt, it never would have happened without you.

The Reynolds Group
Intergrated Marketing

As Confucius advises, “Strive to keep a new mind” so we welcome your feedback! Please communicate your opinions or thoughts after you have checked it out!

THE PROCESS

1. Review analytics
I do not get a lot of visitors to my website, but if you take a year’s worth of activity I had about 2000 unique visits.  The number one page by far (besides the homepage) was the “About Us” page. The second most visited was “Our Work.” This is were we focused our attention since this is where our visitors go.

2. Review the current website – ask clients and friends “What works?” and “What does not work?”
Most people said they liked the old site because it felt friendly. (I am sure it was the cute picture of the bald guy on the homepage!) However, most people said they thought we were just a web design company. We provide many other services but no one knew it! To date we have built over 100 websites and for many of those same clients we provide on-going strategy and marketing support as well!

3. What excites our clients
Our clients want more than a website or brochure, they want results from their marketing dollars. They need an integrated marketing plan that is measurable. It starts with an advanced website that generates leads and drives new business. The Reynolds Group has a great track record of creating marketing and business strategies that work. We are an exceptionally talented and experienced team of “doers” who know how to collaborate with our clients to make a difference… and that is reflected in our growing body of work.

4. What is the goal
For us, the website must be a place where potential clients learn about our full range of services as well as evaluate our abilities and background. In four years, The Reynolds Group has not received one lead from a search engine. Our original website performed well in local searches but that is not where our business comes from.  We dropped most of the SEO text and links in favor of graphics. We will spend more effort on LinkedIn (our Social Media of choice) and of course continue to blog.

5. What excites me about this website
It is exciting to see in one place the results of six years of our work. The Reynolds Group’s “creatives” have strong branding elements; the websites are clear and easy to manage; the websites perform well on search engines; our photography tells a story; our logos have soul and most importantly, our strategies make a difference! The Reynolds Group has a proven track record with clients who will speak on our behalf about the results we have achieved together.

6. Where will this website go?
Our business is driven by the internet, a space that changes every 90 days! Now we have a website that will meet that challenge! Our website is built on Organic CMS (Content Management System) created by my friend and associate Matt Ramage. It is the best internet marketing platform for a website we have ever seen. This tool allows us to easily change and add content, do onsite SEO and more, in just an instant… and today, even that may still be too slow!

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admin on September 26th 2014 in Web Stuff