Google Breakfast Breifing March 2015
Google Breakfast Briefing for March 2015
Shane Cassell’s talk was about web content and how to use that content to enhance your website performance as opposed to using website design. Shane broke his talk into three different sections:
1. Focus On The User
- Messages benefit the user – the messages on your site should focus on how your company is going to benefit the user rather than how great you think your company is. Don’t boast about how many customers you have as it doesn’t benefit the user, you should say “We help you grow your business online with our digital marketing services”
- Optimal time on site – There is an optimal amount of time that a customer should spend on your site. You don’t want to drag out their journey for as long as possible, yet you don’t want them to bounce off straight away. Your content should be presented in such a way that the user can spend just enough time on your site to easily get where they want to go.
2. Focus On Conversion
- Call To Action – All of your content should be focusing on converting your visitors into customers. The goal of your site or your primary CTA (call to action) could be “Book Now”or “Buy Now”. This CTA should be visible from every single page on your website, easy to understand and there shouldn’t be distractions for example “Follow Our Blog” or “Like Our Page” coming in from other pages. Declutter the page, get everything focused on your one primary CTA.
- Visuals – Visuals on the site should all help towards your goal. Happy images for example sell well to customers. All of your images should be clickable. Videos should be short, simple and to the point gearing towards the main CTA. Carousel images should be kept to a minimum of 2-3.
- Text – Text on your site should not be big blocks of text, instead use organised bullet points so it’s easy to read. Focus on the benefits for your customer and don’t overload the user with too much information.
- SEO – Write for users not spiders write in a language that your customer is going to understand and forget all of the keyword stuffing tricks that you have heard about before.
3. Focus The User On The Conversion
- Repeat the CTA – Have it on every single page and don’t be afraid to repeat it. If it’s a form you want filled out have that form on every single page.
- Language – Consider the language that you use on the CTA button. “Submit” for example is a big no no, nobody wants to submit to you or your company instead try “Book Now” or “Call Now”. The language on the button should finish the sentence of what they’re about to do.
Thats it for the March Google Breakfast Meeting I hope you got something from my summary….