Internet Marketing Podcast, Web Usability Blog – Intuitive Websites

The “About Us” Page

How should a company talk about themselves on their Website?

• Always easiest to talk about yourself.
• Develop an “About Us” page.
• This is the place where people come to learn more about your company.
• Take it seriously.
• If done right, it can drive conversions.
• Users look for value first then want to learn more about your company.
• Opportunity to build trust and credibility.
• The “About Us” page reinforces the brand.

What should be included in the “About Us” page?

• Philosophy and business approach.
• Company history.
• Bios and photos of team members/staff.
• Client lists, case studies, and testimonials.
• Location photos.
• Videos, photos and other content that describe your company

But, how does the “About Us” page drive conversions? First, a visit here shows a high level of interest. The visitor is highly qualified; a trip to this page is likely, not random. Build the credibility and trust the visitor is looking for, then make it easy for them to convert from this page.

Action Plan:

• Create, write or improve your “About Us” page.
• Make the “About Us” page visible on the main navigation.
• Get user feedback on the page and edit as needed.
• Include the items mentioned in this podcast.
• Keep the page current, review it often.
• Measure the stats and conversions from this page.

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

 

 About Us Page [12:32m]: Play Now | Play in Popup | Download

Add comment October 27th, 2009

Website Content that Drives Conversions

Once you have made the time to write Website Content, here are a few tips on writing content that will get conversions and provide a strong ROI. Content is critical to Web success and plays a big role in getting conversions. Content can be many things:

• Taglines
• Headers
• Blocks of text
• Captions
• Images/graphics/photo/videos/audio
• Anything on the site where there is a connection with the user.

Where do you start?

• Answer the questions: What does your company do and who is your company?
• Homepage, create connection with the user so they want to dig deeper into your site.
• Effective tagline.
• Write for the target market and for the Web.
• include a contact us link on every single page and give users many options (forms, e-mail, face to face visit, phone call).
• Use links within content to drive the user from small to large content.
• Promotions and an invitation for spontaneous action on every page.

How does Web content drive leads?

Work even harder than in the past on your content. Branding and your services description have to be top notch. Services must make a connection with the branding statement. Well organized, resources content show you are a leader in the service you offer.

How does Web content drive sales?

eCommerce sites must connect a lot of pieces that start with your brand identity. This includes photos and captions and product descriptions written for the target market.

What are the key action items for the listener?

• Communicate brand identity on your home page.
• Carry the brand identity throughout the Website.
• Know what the user is looking for and help them find it.
• Make use of captions on photos.
• Use deep content on the about us pages.
• Also, use deep content in your resources section.
• Place conversion points on every page.

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

 

 Standard Podcast [23:17m]: Play Now | Play in Popup | Download

Add comment October 8th, 2009

How to Get Website Content Done

Getting content done for a Website is a big challenge.  Our clients either don't have time or do not know how to get it completed.   It is worth the investment to either learn the skills or hire someone to put good content on the Web. 

Why is it such a challenge for small or large businesses to get content to their Website?  It takes time, it's hard to find the time, and it requires skill and practice.  Also, the best content resides with just one person or a  few people in any organization.   Don't use any of these reasons as an excuse for not getting the content on the site.  It can be a team effort.  The team will need to have the following skills, a) comfortable with English Language, b) understanding how people read Web copy and c) an understanding of the content and industry.

One way to make all this happen is to hire an external web marketing team to help direct the process to ensure the content is completed.  Whether the content is created internally or externally it still requires a process and persistence.   If you choose to have content written by an external web copy writer  be sure to hire someone that will spend the time to interview the business team and really learn the industry so the final content is relevant and accurate.

What types of content are we taking about?

• Home page copy and branding
• Key bullet points
• About Us content
• Captions and tag-lines
• Headers
• Product and Services
• Resources based content  (blog, information content)

Where can Web marketers go to get resources or get started?

• Keyword research- content should be keyword rich to help draw search engine traffic.   However, write for your target market first and search engines second. 
• Start with the branding component – homepage messaging.
• Find a copy writer that knows how to write for the Web.  If decide to go internal, make sure they get training to do it well.
• Many good books on Web content
• Call Intuitive Websites to help direct the process and/or find you the right person to write your copy.

Key action items:

• WRITE- and do it every day.  The more you do it the better you will get at it. 
• Take the time to think about and develop a strategy for Web Content.
• Make it a priority in your Web marketing strategy. 
• Share what you have learned, write what you have learned about your industry. 
• Find someone to help you or learn yourself
• Make the time, don’t make excuses.

Next podcast will dig a little deeper on this topic.  We will talk about content that drives the conversions.   Once you have made the time to develop content, next make content that will drive conversions. 

 

 How to get Website Content Done [13:02m]: Play Now | Play in Popup | Download

1 comment September 13th, 2009

Website Review: University of Colorado at Colorado Springs (UCCS)

Follow along with our Podcast at http://www.UCCS.edu

College and university Websites are unique in many ways and we have much to learn from these complex sites.   They have a diverse set of objectives, multiple stakeholders and many messages to relay. College/university Website design and management is challenging and time consuming.

Start by identifying the target markets (students, parents, faculty etc.) and identifying their needs.  Then develop a plan and strategy for the Website based on those needs. The three key areas to focus on are 1) navigation, 2) conversion points and 3) contents/images. 

The University of Colorado at Colorado Springs Website has complicated navigation.   They are using graphics for navigation, many users will not know that these are navigation points.  Below are some recommendations for this site:

• Simplify navigation and focus toward the target markets
• Keep the site design and menus consistent on all pages
• Financial aid and registration areas need to be easier to find.
• Buttons for "Apply Now" can be very effective.  These should be clear conversion points throughout the site. 
• Use real UCCS students and faculty in photos to better personalize the site. 

Let's look at a few other colleges Websites:

• Stanford University: Using image and graphics that are true to the institution and their homepage navigation is easy to follow.
• Massachussettes Institute of Technology: Integrated the experience of being at MIT into their homepage
• Harvard School of Business: Clean homepage design, consistent design throughout.
• Colorado College: Strong photography with a focus on graduation, the first initial benefit from going to college.

Social Networking will have a big impact on future college students.  Social media is central to this target market of college bound high school students.  This is an area of marketing for colleges and universities that is just waiting to be tapped. 

Action Plan for UCCS:

1. Do the research and homework to develop a new site map.
2. Develop conversion points to meet the needs of the users and the college/university.
3. Look at other sites, what are they doing well and not so well.
4. Conduct user testing in key target markets.

 

 Standard Podcast [25:32m]: Play Now | Play in Popup | Download

Add comment August 11th, 2009

The Web and the Subconscious Mind

In this podcast, we discuss Websites and the subconscious mind.

How does the subconscious mind play into Website marketing?

• Users do not know why they do what they do in user testing.
• Their subconscious mind does not know the difference between real and imagined.
• Not logical and is emotional.

In this podcast, we examine the web and the subconscious mind. 

How can Web marketers deal with this?

Web marketers should integrate user benefits with the Website experience. They should keep design consistent to what works on the Web. Usability and your stats are key indicators of success.

Ask Yourself

• What are the key action items for the listener?
• What is your Website’s impact on the user’s subconscious mind?
• Are benefits integrated into the user experience?
• Is the site consistent and trustworthy?

Actions to Take

• Watch your stats and look for evidence.
• Conduct user testing.
• Read Buyology and other marketing books.

 

 Standard Podcast [21:06m]: Play Now | Play in Popup | Download

Add comment July 28th, 2009