The first thing someone notices when they land on your website is the visual. Not like oh this is cool or pretty, but does it convey to them this is the place that’s gonna give them what they want. Trustworthy. If people aren’t put off by the visual, they read the words on the page. If they aren’t put off by the words, if the words resonate with the visitor, then they stick around and read the blog post or service page. People will stick around your website if you give them a reason to. So let’s talk about that.
Enjoy the episode!
🧰 I love me a good digital marketing tool. This week’s recommended tool is Better Links.
Super handy for short URLs (aka vanity URLs). Instead of showing someone a super long URL, you can set it up so it’s shorter and if you’re a organized gal like me, put them in categories so you can track the URLs. I have categories for tools, podcasts, operations, affiliate links I share with other people. And it will show you how many times the URL is viewed and clicked so you can understand if the link is popular.
🎧 This week’s recommended podcast episode is How AI Is Changing Email, Part 2. Well, and then Part 1. Or whatever order frankly.
Another place to be more direct faster as email summarizers are pulling in only so much information.
If you listen to the episode, let me know how you like it!
Find other recommended episodes here.
Other Resource Links
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tbdWe have a matter of seconds to capture someone’s attention on a web page. Think about the last time you went searching for an answer.
We go to a website, and scroll either on the desktop or the mobile, wondering does this page look like it has the answer I’m looking for.
Is the headline trying to be clever and cutesy or clear? In a lot of my page reviews lately, I’ve been seeing way too many vague headlines.
Headlines should include the words your audience is using vs something that steps around it.
Here’s an example… someone wanted to target the phrase “why is my dog being reactive.” The headline on the article was Signs Your Dog Is in Pain | Behaviour Change You Shouldn’t Ignore.
It’s a good headline! However… the person searching for why is my dog being reactive isn’t going to connect to that headline when they’ve got in their head the word reactive.
Something like Why Is My Dog Being Reactive? How Hidden Pain Causes Behavior Problems would better suit that article.
Shit, you could do a whole series on the reactive bit. There are so many reasons why a dog is reactive. Yep, I’m totally speaking from experience with my dog Stone. He’s a reactive little goober. Just this morning we were on a walk… we walked by the first dog, no problem. I mean he cried a little but very good consider past behaviors. We’ve been training and working on it.
Second dog we went by, wow. Reactive city. The other dog, being less under owner command than Stone is, was not all over but definitely high energy. Stone went crazy. I tried to correct him but a lot of the time still, he’s just gone. And you can’t reason with a dog so there’s that.
I digress.
So headlines, clear over clever.
Another element… Does the first 2 or 3 sentences describe what’s in the article?
Gone are the days for bringing in a heartwarming story to “lure” the reader in. I think it started when there was a sense that the longer someone stayed on your website, the better it was for SEO. So you’d lure them in with some story in hopes that they’d stay invested and continue.
Nowadays, if the points are buried too far down, the page is less likely to get cited or recommended inside traditional or AI search results.
This doesn’t mean don’t be human about copywriting, but give some consideration to the structure of the page.
Maybe someday all the recipe websites can finally get rid of all the storys about how they found some pan at a flea market and that’s what taught them how to flip pancakes. Just give me the damn recipe! Still! Sheesh. At least they’ve been adding the ‘jump to a recipe’ button. That’s something.
Ok, so we have our clear headline and first 2-3 sentences.
Someone lands on your website… what do you want them to do? What’s the next best step?
This action, is the most common web page issue I come across.
There isn’t a clear ‘what to do next’ suggested. In page conversion, it’s called CTA… call to action. What you want the visitor to do.
Here are 4 ways the CTAs on pages aren’t clear.
[1] Multiple CTAs
Pick one. Having more than one causes decision fatigue. Have you ever wondered what to wear somewhere or like at the end of the day when you just go deleting emails? That’s decision fatigue. You can have sub-CTAs but they should visually or contextually compete. Make it super simple of what the next best step is.
[2] Missing CTAs
Sometimes the articles don’t have a CTA at all! Give one. Even if it’s simply to sign up for your newsletter or the main contact form. But, side note, don’t link them to the page. Put the form right there. One less step of friction for your audience.
[3] Muted CTAs
These are CTAs that live in text with an underline. Use buttons or high contrast visuals to show what to do next. Think Beetlejuice flashing sign but not quite as flashy.
[4] Misaligned CTAs
The best way I can describe this is with an example. One of the page reviews I did was offering CSS code snippets for Squarespace websites. Meaning something for people already using squarespace. the CTA in the page offered a free trial to Squarespace. A free trial doesn’t appeal to someone already using the system. A more suitable CTA might be simply their newsletter for more Squarespace insights.
The Takeaway
Go pick a page on your website. Does it clearly have a next best step action? If not, update it.
If you’re looking at your own site right now wondering what your one next step should be, that’s exactly what a Clarity Call is for. It’s a paid 90 minute session, where you bring a specific question or problem and leave with a clear answer or a clear action.
I’m here when you’re ready.
About This Show
The Get More Website Traffic Podcast covers the strategies, tools, and tactics that help small business owners get more people to their website and turn that traffic into leads. Host Barb Davids breaks it down in plain language every week, with bonus episodes featuring other business owners sharing their expertise on topics that matter to running a small business. Produced by Compass Digital Strategies.
