The Spectrum Group Online https://online-sales-marketing.com Where Visibility and Transparency Connect Fri, 19 Jan 2018 17:00:58 +0000 en-US hourly 1 https://wordpress.org/?v=4.9.2 48765153 Direct Message From Google My Business https://online-sales-marketing.com/direct-message-google-my-business/ https://online-sales-marketing.com/direct-message-google-my-business/#respond Fri, 19 Jan 2018 17:00:58 +0000 https://online-sales-marketing.com/?p=17444

Sliding Into The DMs

Google My Business is an important part of your online presence. Having a fully optimized profile can be a great way of helping customers find out the information they need for your business. To further enhance this Google have now given users the opportunity to send direct messages to business owners through the Google My Business platform. So, if someone isn’t sure what time you close on Sunday, they can send you a direct message to ask.

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You’ve Got Mail

Don’t panic! Direct messaging is not automatically turned on. You need to log into your GMB profile and enable direct messaging if you would like to let your customers contact you in this way as many businesses won’t have the resources to have someone replying to the messages. However, if you do have someone to reply, direct messaging can be a powerful tool in getting new customers.Google my business

Facebook messenger has been allowing direct chat between businesses and customers for some time now and it is a great outlet for small questions that customers might not want to put into an email or pick up the phone for. For example, chasing a delivery or checking if something is in stock. These little questions that might turn a customer away from making a purchase can quickly be answered via live chat. Live chat is also a good tool for addressing customer complaints. If a customer has received bad service then they will often want to vent their frustration on the company in question. Having the option to talk over live chat is a good way of letting off steam (and hopefully solve the problem) when compared to writing a negative review that will be on your Google My Business forever.

Timing is Everything

If you are thinking of turning on Google My Business direct messaging then you need to make sure the messages are being quickly dealt with. While customers may not expect an instantaneous response from an email, they will form a direct message. You don’t need to have someone waiting next to the computer all day, but ideally, you should have a KPI of waiting no more than a couple of hours before sending a response. As we said above, the questions are likely to be small, practical, questions that need prompt responses.

Google My Business

Do you use Facebook Messenger or Google My Business to talk directly with your customers? We’d love to hear if live chat helps you get more customers.

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: Joe the Goat Farmer
Photo credit – Bottom: Pixabay

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Online Sales: When Live Chat is Done Well https://online-sales-marketing.com/online-sales-thru-live-chat-done-well/ https://online-sales-marketing.com/online-sales-thru-live-chat-done-well/#respond Thu, 18 Jan 2018 17:00:50 +0000 http://online-sales-marketing.com/?p=907

Can We Help You?

Live chat (also called web chat) can be a very effective online sales generator. A prospect lands on your site for something specific – like hours of operation, services provided, or even a menu of prices. For some businesses, having a representative available to answer questions through live chat can significantly reduce shopping cart abandonment by guiding prospects through the sales funnel.  Done well, it can be a positive user experience. Let me give you a couple of examples.

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I Want to Hold Your Hand

Several years ago I was having trouble with my wifi router and needed some tech support. The live chat operator was able to walk me through the set-up process, explain the important settings, and ultimately fix my problem.  As a result, I ended up choosing the same manufacturer when I purchased a replacement two years later. Why? Because the positive experience I had with this company created brand recognition and loyalty.

Hello, Goodbye

On the flip side, I recently searched for a local auto repair shop to fix my car’s radiator. After landing on a website, a live chat window popped open. I asked if they worked on my make and model.  By the response given (or lack of one) it was obvious the rep didn’t read the screen. They were following an aggressive lead generation script to capture my name, phone number, and email and push to set up an appointment. After four attempts at asking my question, they finally said that I would have to contact the shop directly and speak to a technician. In this instance, live chat damaged the online sales process.

Got To Get You Into My Life

Thinking of investing in a live chat function on your site? Then there are a few things to keep in mind:

1. Have A Script – Do you have a script available to frequently asked questions? It will help smooth out chat interactions, making them more enjoyable and efficient for all parties involved. Note: these scripts should be crafted with the company brand in mind.

2. Personalize The Experience – Make sure the customer or prospect knows you are listening attentively. Give your chat reps the ability to customize their responses. A system that allows only canned responses can spell online sales disaster.

3. Take Time to Train – Don’t assume your customer service agents know what to do. Train them to always read the question/problem completely before responding, as well as how to ask follow-up questions for clarification. Lastly, chat logs can be an excellent source for training/learning opportunities.

Waiting for Live Chat

Live chat opens a direct window (pun intended) to speak to your customers. If you have the staff to manage it, it can be a really valuable addition to your website, allowing users to ask questions that might otherwise go unasked. Have you tried live chat on your site? If you did, how did it work for you?

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: Mark Jensen
Photo credit – Bottom: Nogran SRO

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Online Sales: The Paradox of Too Many Choices https://online-sales-marketing.com/online-sales-the-paradox-of-too-many-choices/ https://online-sales-marketing.com/online-sales-the-paradox-of-too-many-choices/#comments Wed, 17 Jan 2018 17:00:13 +0000 http://online-sales-marketing.com/?p=782

Killing Sales Thru Choice Paralysis

We’ve all been tempted by wanting to show a new prospect everything about our business in order to woo them. We want to show them our value propositions, experience, breadth of knowledge, all the cool stuff we do, and the problems we solve. But the problem is… it’s too much to filter in one sitting.  The same goes for online sales and your company’s website or an ad’s landing page. Too much too soon as a big problem marketers are facing in 2018.

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In his 2004 book The Paradox of Choice: Why More Is Less, American psychologist Barry Schwartz brilliantly argues that eliminating consumer choice can greatly reduce anxiety for shoppers.  For online sales, we have the opportunity to serve up an ad or landing page that focuses on the simple question: “what do they want?” When you give it to them simply, the chances of a prospect choosing to close the sale dramatically increases (shown through your conversion rate).

The more choices a person is presented with, the harder it is for them to choose. Instead of showing an array of options, focus on the customer need and then give it to them. Serve up the solution to a problem clearly and concisely. By breaking the problem down into something small and manageable it is easier for the customer to make a decision.

If you ask someone a question like “What are you going to buy with this year’s marketing budget?” you could get any number of answers. If you ask “Will you spend part of your marketing budget on PPC?” you’ll only get a “yes” or a “no”. Asking closed questions gets conversions. Remember your website is a funnel. Don’t be afraid to lose site visitors who won’t become customers.

Driven to Distraction

It’s a myth that people can effectively multitask. Short of chewing gum while walking, people can’t actually do two things simultaneously. They end up giving less attention to both tasks and the quality of the interaction suffers. Effective design for online sales allows people to focus on the task at hand without having their attention diverted.  White space actually helps the eye, giving emphasis to the area you want to draw attention. Noisy and ‘fussy’ designs may look great when presenting the annual report to shareholders, but it can actually make the user’s experience more difficult. As a result, your online sales conversion rates will suffer.

Make the path to taking action on your site easy to spot and easy to follow. Avoid interruptions or operational roadblocks of any kind. Visitors should find completing a task quick and easy, or you’ll risk abandonment when the steps are confusing, arduous or time-consuming.

Keep It Simple, Stupid

Keep your design simple and the online sales process intentional and obvious. Too much eye candy will make them wander away from closing the sale. And remember that you don’t want people on your site bumping up the statistics. Don’t be afraid to turn potential viewers away. If they don’t want to purchase your products, then you shouldn’t want them on your website.

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Note: This post was first published back in 2011 and updated in January 2018. If anything it has become more relevant in the following 7 years as we have more distractions shouting for our attention than ever.  

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How To Manage Multiple WordPress Websites https://online-sales-marketing.com/manage-multiple-wordpress-websites/ https://online-sales-marketing.com/manage-multiple-wordpress-websites/#respond Tue, 16 Jan 2018 17:00:49 +0000 https://online-sales-marketing.com/?p=17433  A New Update Is Ready to Be Installed

Managing a WordPress site is relatively straightforward. Your biggest worries are making sure that when one part of your site is updated, it doesn’t break all the other parts. However, when something does go wrong, it usually goes wrong in a big way. Sites crashing, slow loading times and huge security risks can be only moments away if your site isn’t properly looked after. So, managing multiple WordPress websites, like we do at Spectrum, must be a huge headache?

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Delegate

In many ways, managing multiple websites is like managing several different social media platforms. So, as you would use Hootsuite, or Sprout Social, to manage your different social accounts, you can use something similar to help you look after more than one website.Manage Multiple WordPress Websites

Put it on My Calendar

One useful tool is Co Schedule. This cool application lets you manage multiple WordPress sites through one calendar. So if you’re doing updates, or creating content on multiple different websites you can see it all in one place. No need to flip from backend to backend checking different things. The calendar can also be shared with different people, so your whole team, and the client can see what is going on.

Who’s Hosting?

Another great tool to use if you are hosting multiple sites, as well as managing them, is Infinite WordPress. IWP gives you a user-friendly interface that allows you to manage multiple websites. A kind of backend to all the backends you host. From InfiniteWP you can run updates, check if a site is running, create backups and much more. And all of this information is presented to you in an easy to use, intuitive format.

Multiple WordPress Websites

Do you manage more than one website? How do you manage multiple WordPress websites without getting lost or missing security updates? We’d love to hear what tools you use to keep everything running smoothly.

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: Pexels
Photo credit – Bottom: Pixabay

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New Year New Google Analytics Update https://online-sales-marketing.com/google-analytics-update/ https://online-sales-marketing.com/google-analytics-update/#respond Fri, 12 Jan 2018 17:00:30 +0000 https://online-sales-marketing.com/?p=17430

New Year’s Gifts

New year, new Google Analytics. Google has recently given their old web analytics tool a fresh lick of paint that aims to give marketers more tools to understand their web traffic. We saw the AdWords late last year that AI and machine learning were being given a bigger role, and the same is also true of Google Analytics. So let’s see what’s new for 2018.

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Teamwork Makes the Dream Work

As Google pushes the Analytics platform forward it seems that they are trying to move into a semi marketing automation space. Where they hope to be able to measure all of a company’s marketing efforts. Partnerships with Salesforce show that they’re trying to expand their capabilities and enter a new space.

An AI heavy new feature is their predictive analytics tool. By looking at your website’s historical information Google can now automatically identify the patterns within your customers. For example, Google can find recent site visitors with the highest chance of converting in the future. While this might not have a practical application yet, it’s an exciting vision of the future, where we can see our customers before they even become customers.

Shift In Focus

Another change is an apparent shift in focus from sessions towards users by making users available as a default setting on the main Analytics interface. This reflects the fact that users will often visit a site multiple times before making a transaction and is more in line with modern browsing habits.Google analytics update

To set up the feature you first need to go to your Admin section, then Property settings, then pick Enable Users in Reporting. Once you’ve set that up you’ll be able to see great information like User LTV and look at User data at a session level. Which potentially can be a huge insight into why customers are bouncing. While you might not want to go into that much detail for one user, if you take a step back and look at several users in depth I can help to paint a picture of what’s going through your site visitors minds.

Another great new feature is the ability to compare your custom created audiences. For example, you can create an audience of users who convert several times and compare their behavior to ones who only convert ones. Did they read a different blog post? Download an extra eBook? These insights are now much easier to see in GA.

Google Analytics Update

Are you on top of your Analytics? We’d love to hear what sort of filters and custom audiences you create to monitor your marketing.

How can we help?

What do your links and content say about your site’s SEO? Do you need help keeping up with the new Google Analytics update?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: Pexels
Photo credit – Bottom: Nogran SRO

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Save Your SEO While Moving Your WordPress Site https://online-sales-marketing.com/keep-seo-while-moving-your-wordpress-site/ https://online-sales-marketing.com/keep-seo-while-moving-your-wordpress-site/#respond Thu, 11 Jan 2018 17:00:24 +0000 https://online-sales-marketing.com/?p=17416 moving your wordpress site

Moving House

Moving house is always stressful. The same thing goes for moving website. But, if you want your business to have an attractive, high performance, the website then moving or migrating is a necessary evil. But, when you move your website you don’t want to lose all the hard work you’ve put into building your SEO. So how can you avoid spilling all your SEO juice when moving your WordPress site?

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Backup!

Backing up your website is something you should be doing regularly anyway. But, it is especially important if you’re going to be carrying out a site migration. Make sure that everything is saved so if there are any problems, you won’t lose any data.
Once you’ve backed up you can start the migration process.

Return To Sender

As soon as your new site is up and running, you need to start setting up redirects. If your domain and site structure has stayed the same, you might not need any. But if you have made any changes to the layout then you will need to ensure you have set up 301 redirects for any URLs that will no longer work. Not doing this will badly hurt your SEO. We recommend you try and do as many as possible. But, in the first few days of your site going live, you can check your Search Console account to see if Google finds any you’ve missed. As well as damaging your SEO, 301 redirects will save any customers who might be clicking an old link in a saved email or a bookmark on their browser.

Check Your Links

As well as setting up redirects, you will also need to make sure that all of your links are still working. If other sites are linking to blog posts you’ve created or specific pages on your site, you may need to contact them and ask if they can update the link URL that they have for you. The same obviously goes for any social media platforms you run or business directories that your site is listed on. Also, don’t forget your email signatures, or any MailChimp/ newsletter header links.

Another place you need to do this is with Google. As mentioned above, Search Console can show you if your redirects are working well or not. But before you get to that point you have to make sure you have changed your website address in Google Search Console. After doing that you should also update your XML Sitemap. Once you’ve done all of this, you should be good to go!

Moving Your WordPress Site

So, if you remember the steps above, moving your WordPress site should be considerably less painful than having to move house. As long as you’ve backed up properly, nothing will be broken. Unlike those antique plates that fell out of the back of my U-Haul…

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: Wikipedia
Photo credit – Bottom: Paul Keller

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Why Social Shouldn’t Be An Afterthought in 2018 https://online-sales-marketing.com/social-in-2018/ https://online-sales-marketing.com/social-in-2018/#respond Wed, 10 Jan 2018 17:00:20 +0000 https://online-sales-marketing.com/?p=17412 Social Signals

Social media is often seen as a necessary evil by a lot of businesses. While some types of company flourish on social, others just do it to make sure they’re ticking the box. But in 2018 the signs are that this ‘lip service’ approach is going to have to change. Because in 2018 social is moving front and center.

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Share My Post!

Social media in 2018 is more than just an extra place to share your content. You should be using it to drive its own traffic to your website and bring leads organically (that doesn’t mean you stop sharing your content there though).social media

I Don’t Have Bandwidth

The biggest gripe we had with social media was the time involved in getting posts out. Thinking up ideas wasn’t the real problem, it was the process of setting the posts up at the right time and making sure they published properly. Planning is the answer to that problem. We took a step back and planned our social posts out like any other marketing campaign. Having a clear plan and using a scheduling tool like Hootsuite also enabled us to take a step back and double down on what was working. Instead of getting lost in ‘doing’, we had time to think about what performed well.

What is Google Doing?

Recent changes to Google’s ranking algorithm seem to be a precursor to a further rise in the importance of social media. Big changes were made back in December and the repercussions were seen on the front page. Celebrities saw their own sites drop in ranking, being overtaken by their social media profiles. This is a logical change, as the social profiles are likely to receive more traffic than the celeb’s own website, but it also hints that perhaps Google is analyzing social media traffic differently now.

So, So Social

The days of sharing a blog post with no clear CTA to your Facebook followers are on the way out. In 2018 marketers are going to need to devote more time to social media if they want to see any benefit, either on the platforms themselves or on the search engine results page.

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: Pixabay
Photo credit – Bottom: Pexels

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How to Interview a Website Designer or Developer https://online-sales-marketing.com/interviewing-website-designer-or-developer/ https://online-sales-marketing.com/interviewing-website-designer-or-developer/#respond Tue, 09 Jan 2018 17:00:04 +0000 http://online-sales-marketing.com/?p=420

Do You Have Any Questions?

Finding the right Website Designer and Developer for your business requires knowing what questions to ask and the success factors you’ll use to judge the finished product. To help CEOs and marketing managers effectively interview web designers and developers, we’ve created a list of 7 questions to the help you find the right consultant when updating or completely redesigning a company’s website.

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How will my project be billed?

Most Website Designers and Developers package a project. You should receive an estimate that includes an overview of the process, time frames, what’s required of you (e.g., content, branded assets like your logo), and what will be delivered.

What’s your hourly rate? How busy are you & what are your maintenance fees?

This is important to understand the project is complete. Why? Because once the code is written, images are uploaded, and the site is launched, your website is an ever-evolving entity.  If not, don’t bother creating one. Over time, your website should grow in content, and your White Hat SEO strategy will shift. For the changes you (or someone on your staff) can’t  make, then knowing your developer’s hourly rate or maintenance fees to help budget for the care and feeding of your website after its debut.
Great website designers and developers typically have a backlog of client work. Ask where your project falls into the production line, and how it ranks with other works in process.  Once the ink has dried on the contract, most likely you’ll have homework to complete before any design work can commence.  Discuss milestones, who will do what and by when.

Do you have the bandwidth?

Are they a one-person design shop, or do they have associate developers? The right answer depends upon the scale and critical success factors of your project. Obviously, if your website designer or developer doesn’t have support (staff or subcontractors), there’s a risk, especially if your designer unexpectedly moves to a Caribbean island without wifi access.
Another thing to consider is that websites are dynamic and code can be fickle.  It is not uncommon that a minor change can affect how a plugin or patch of code performs. By discussing upfront how your Website designer or developer wants to hear about the problem and their process to resolve it will save you unnecessary headaches.

Who owns the code?

Not that you’ll want to become a website coder (or maybe you do), ask who owns the code after the website is launched. We’re a fan of WordPress websites because they are scalable, created by a flourishing open-source community, and it provides an easy-to-use Web Content Management System for non-technical clients to manage.  If your developer makes changes to the core code, that means that routine updates from WordPress can’t be automatically made. Don’t be held hostage by a developer who has created modifications that can’t be easily managed. Not to put too fine a point on it, you’re creating a website to make money for your business. Your online storefront should continually evolve as your business grows.

What Happens Next?

Once they turn over the keys to your new website, what happens? What kind of training will you receive? What support is included in the maintenance package? Designing and launching a site is a periodic event; upkeep and maintenance are not. Remember #2? You will probably learn a lot about all the components and moving parts that make up your website.  Now that your expertly crafted design is in place, your White Hat SEO Strategies like SEO Link Building takes center stage. You’ll also need to have Web Analytic data collection and reporting in place. If not, you’ll hear crickets since you’ve got a beautiful website without visitors and no data is figuring out how to fix it.

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: Pixabay
Photo credit – Bottom: WOCinTech Chat

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10 Tips to Create Great Customer Testimonials https://online-sales-marketing.com/creating-customer-testimonials-part-1/ https://online-sales-marketing.com/creating-customer-testimonials-part-1/#respond Fri, 05 Jan 2018 17:00:34 +0000 http://online-sales-marketing.com/?p=344 Testify!

Business owners and marketers instinctively know that before a prospect turns into a client, they want to hear success stories. When you demonstrate — rather than declare — your business’ value, your prospects are more likely to engage your services. To best distinguish your business and set it apart from your competition, follow these tips to create persuasive and compelling customer testimonials.

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1. What’s the story?

A great customer testimonial demonstrates your company’s value and why someone hired/purchased from you. Beyond showing that your customer is happy, the testimony explains their problem or pain point in some detail as well as the impact or opportunity cost of not solving it. Ideally, the testimonial is persuasive to your best prospect; they identify with the situation and are compelled to reach for the phone or fill out that “contact me” form on your website.

2. Honesty is the best policy

If you didn’t get permission to use their name, company or any part of their testimonial, respect their wishes. If you did get permission, great. Be sure you’re clear about how and where the customer testimonial will appear (website, marketing brochure, etc.) “Fake it ‘til you make it” simply doesn’t apply in this situation. Like lying about a reference on your CV, a fake customer testimonial could blow up in your face.

3.  Think in sound bites

The most effective testimonials break down the story into smaller components. Well-crafted endorsements grab the audience’s attention so they want to read more. Client references should be parsed out into rotating quotes or bullets on the home page’s sidebar so prospects see how fabulous you are wherever they happen to navigate while visiting your website.

4.  Balance the emotional & rational

Quantitative results get attention; qualitative results can convince your prospect to take action. The most persuasive testimonials speak to both sides of the brain.

5.  Real people, real quotes

Have you ever seen a testimonial quote that doesn’t sound real? Hopefully, your current testimonials sound like real people. And there’s no better way to show they are real than by linking them to an actual client’s website, LinkedIn profile or Facebook page. Not only will it show that it’s real, but it gives them a little Google love to boot.

6. Strategic keywords

70% of links chosen during a keyword search are organic rather than paid. That means if your testimonials support your keywords, it helps you build search engine ranking. Hey, every little bit helps and it’s relatively easy. Pick out the search terms or topics your clients are “Googling” to find services like yours and pepper them into your customer testimonials. Over time, your website copy will show you as an industry leader.

7. What’s the difference?

Testimonials showcase your brand in action. Know your competition, and be crystal clear on how you are different. Have at least one of your customer testimonials speak to your “value-add.” It should be distinctive of your “special sauce.” Without it, your service can be as seen as a commodity and interchangeable with your competition based on price and convenience.

8. Always Be Positive

Smear campaigns (like those used by some political candidates) send a sour message. So don’t let your customer testimonials nay-say or bash your competitors. The testimonial is all about your business and how fabulous you are. Period.

9. Group similar things together

One best practice is to categorize quotes by themes, solutions, or common pain points. Group customer testimonials in a variety of ways, such as a type of service, client types, or industry specialties. Prospects are looking at your website (or social media profiles) to see if you’ve solved a problem like theirs and worked with a client that looks like them.

10. Rinse & repeat

The best customer testimonial is the one you’ve gathered and actually used. While testimonials have a long shelf life – even those with amazing results – they lose a bit of their sheen over time. Showing a long history of happy clients is great. However, you want recent and relevant examples to bubble up to the top. Also, don’t just share the testimonials on your own website. Make sure you’re getting them for your Google My Business page, or for your Yelp profile. While you can’t directly solicit these testimonials, you should try to encourage them when appropriate.

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: Creative Commons
Photo credit – Bottom: Pxhere

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4 Must-Follow Landing Page Design Principles To Get More Sales https://online-sales-marketing.com/landing-page-design-principles/ https://online-sales-marketing.com/landing-page-design-principles/#respond Thu, 04 Jan 2018 17:00:16 +0000 http://online-sales-marketing.com/?p=769 We’re Coming in to Land

All too often we see our clients spend hard-earned money on PPC campaigns but are unhappy with the results. Or worse, they’re happy with the click-through rate but don’t realize they are spending too much on mediocre results. Why? Because they aren’t thinking like a visitor and it shows in their landing page design.

Click for a free 30-minute consultation »

As part of our White Hat SEO audit process, we typically review conversion rates as well as the details in a client’s Google AdWord campaigns. Not only do we look at keyword quality, we also analyze ad wording (customer need) and its related landing page (solution to that need). The disconnect between the two can be astounding not because of laziness, but of poor design.

Here are a four landing page design principles to convert more visitors into customers:

A Great Headline is Everything

You’ve got two seconds or less to capture attention before your potential visitor moves on. You can easily experiment on a headline’s effectiveness by some simple A/B testing, so you can determine which one brings more clicks or which one need to be refined further.  Want to plug and play? Then use this great infographic from HubSpot to fill in your blanks.landing page design

Clear The Clutter

A key landing page design principle is the balance between a branded and clean sales focus. While the page should look as if it belongs to your company’s brand, it’s an opportunity to be a clean uncluttered step into your sale funnel. And the page doesn’t have to be part of your main website’s content. By keeping it separate you aren’t constrained with design elements (like sidebars) required for navigational usability.

Remember, a landing page needs to be obvious as to the action you want your visitor to take. Click Here. Start Here. Buy Here. You get the idea. Deliver a page that makes it easy to delivery on your ads promise. If not, you’ve annoyed the visitor and your reputation takes a hit. And, your PPC campaign got the click through but not the sales conversion.

Ask For One Thing

It may be tempting to upsell or cross-sell on your ad’s landing page. Research has proven that when a visitor is given a bunch of choices they tend to not choose at all. Your landing page should ask for one specific action and make it obvious. Rather than words with a hyperlink, design a button for that one action.

Pretty Please?

Just because you’re simplifying the page down to one action doesn’t mean you can ignore aesthetically pleasing design. Multiple fonts, clashing colors and unattractive (or worse, annoying) graphics compete for eye focus are hallmarks of bad landing page design. They also send the non-verbal message that you are disorganized or that your company may be as unpolished as your landing page.

So keep the design clutter to a minimum as well. When used correctly, white space enhances a landing page, helping to put the focus on where you want the visitor’s attention to go to. Otherwise, it’s just another bad example of a hot mess that confuses your visitor. Tailor the page to the offer, including compelling reasons they should take action, and make it easy. Now you’re improving conversion rate without increasing your PPC budget. How cool is that?

Landing Page Design

Got a landing page that’s a cash cow or one you’re particularly proud of? We’d love to see it.

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

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Photo credit – Top: Vimeo

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