Content Optimization Tips

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Add Credibility to Your Website With These Optimization Strategies

Customers want to buy from businesses and people they trust. You can use website optimization strategies to build trust with your website visitors. Implement some of these strategies on your website and then test the results:

Testimonials – Testimonials tell your prospects that other people rely on your company. The best testimonials match your prospects' industry, voice, and style. Collect enough testimonials that you can make the perfect match. Then experiment by placing your testimonials in different places. Experiment with different fonts, sizes and colors. Make sure to test your results each time you make a change.

Money-back guarantee – People are more willing to take a chance on a product or service if they see a money-back guarantee. Again, place this key benefit prominently on your page and experiment to find the best font, size and location.

Use PR to your advantage – Product reviews, news, interviews and press releases appearing in media that your prospects already trust will help you gain their trust, too. Stay in touch with the media in your industry, be willing to provide quotes when needed, and offer product samples for them to review. After stories go to press, share the links on your website. The website lists dozens of reporters each day hungry for sources – get on the list.

What features does your website need so your customers can reach you?

How to Make it Easy for Your Customers to Reach You

Website optimization is about much more than just getting the write keywords into your content. A truly optimized website will produce conversions – turning prospects into customers. Including these three things in highly-visible places on your landing page will improve your conversion rate. Of course, there are other aspects of website optimization, but these are important if you want customers to reach you.

Phone number – It should go without saying, but a phone number on a site gives people a sense of security. In the big, wide world of the Web, it's often scary to sign up for a service or order a product when all we have to reach the business is an e-mail address. A phone number sends the message that your business is legit and if something goes wrong, customers can speak to a human being.

e-mail: Studies show that actual email addresses, rather than e-mail forms, test better. Again, it's all about customers knowing their message – and money – won't just disappear into the ether.

Sense of urgency – Contact information won't help if customers don't feel a sense of urgency to act – NOW! Offer deals with expiration dates, limited quantities of product, or simply show them how their life can change for the better – immediately – if they purchase your product or service.

What are the three key components to a website landing page?

Three Key Components of Website Optimization

Test different variations of your landing page (or any page on your website) for optimization after adding these three key components to your website.

Relevant image – Pictures draw people into your website, pique curiosity, and help break up text. Most people will view the image on a web page first, and make a snap decision if they want to stay or go.

Headline – If your visitors have stuck around, next they'll scan the headlines. Headlines should tell the benefit to your company's product or service – or the benefit to remaining on the page. What problem will you solve for them? How can you enhance their life? Read headlines in popular magazines and on high-ranking websites, both within your industry and outside of it. A professional copywriter can help make sure your headlines sizzle, so the readers will want to taste the steak… which is…

Body copy – Keep body copy – the text on your site – informative, engaging and benefit-oriented, as well as easy to read. Your readers have stuck around this long – congratulations! Now get ready to close the sale with stories about how your products or services have changed lives.

What is the difference between a benefit and a feature?

How to Spotlight the Benefits of Your Business

Website optimization is more than just keywords and links. When you're thinking about website optimization, look at your headlines and other important copy, such as image captions and the copy on your landing page.

Emphasize benefits

The headlines on your website should draw people in by showing them the benefits of using your product or service. But what is a benefit? Simply stated, benefits are how using your product or service will enhance your customers' lives. What problem will your product or service solve?

Benefits v. features

Many people confuse benefits and features. How can you tell the difference? A benefit is something people desire. Features are typically the vehicles that permit your product or service to provide the benefits.

In other words, if the benefit is “helps prevent cancer,” the feature may be: “contains antioxidants.” But you have to make the leap of logic for your website visitors. Don't make them guess that products containing antioxidants may prevent cancer. Tell them your product may prevent cancer.

Some other common benefits include:

  • Living longer
  • Earning more money
  • Gaining more time
  • Being happier
  • Having more energy
For better website optimization, make sure your headlines, image captions and the body copy on your landing page all emphasize the benefits of your product or service.

What are the key components to landing page optimization?

What's the Best Layout for Your Website?

Content optimization, especially on your landing page, has as much to do with how your text is laid out as with what it says. Follow these tips to make it easy for your readers to stick with you.

Work above the fold – “The fold” is an old term derived from newspaper days (remember those?) when readers folded a paper in half for easy reading. Anything on the top half of the page gets top visibility. Today's scroll bars make this concept equally important. Keep your most important, interesting, relevant information within the first 300 pixels of the screen – that is, on the part of the page that visitors view without scrolling.

Follow the “F” – Because people read through Web pages following an F-shaped pattern, anything on the bottom left of the page may get overlooked. Keep your most important message, the key benefits of your product or service, your company logo or the hottest news, on the lower fork of the F, toward the middle of the page.

Keep it simple – A simple design makes it easier for your readers to follow text-heavy material. Keep paragraphs short (3 -5 sentences) and use bold text on a white background for easy reading.

What can a keyword optimization tool do for your website?

What Can a Keyword Optimization Tool Do for Your Website?

Keywords are complicated business. Finding the right ones to make your SEO articles sizzle can challenge even the most Web-savvy business owner. A keyword optimization tool takes some of the guesswork out of your website optimization.

What exactly can a keyword optimization tool do for you?

A keyword optimization tool such as WordVision can:

  • Recommend keywords out of a list of up to 5,000 you provide
  • Help you sort through lists of keywords easily by using tags
  • Help content writers find keyword recommendations quickly and easily in a tag cloud
  • Provide additional information about those keywords, including links to related keywords and links to sites featuring content related to that keyword
  • Find common keywords on your competitors' sites
  • Recommend title tags and meta keywords
  • Test content for Search Engine Optimization
  • Record the results of your SEO content so you can track trends easily

How can you optimize your website landing page?

Keep it Quick and Clean for Landing Page Optimization

If you want to increase traffic to your website and keep your search engine ranking high, landing page optimization is crucial. These tips, compiled from top SEO companies like WordVision and IdeaLaunch, can help.

Use bullets, bold, and italics – Eye-catching graphics (with Alt tags for SEO optimization), bullets, bold, italics and icons keep readers engaged in the fast-paced world of the Web.

Stick with one (or two, at most) fonts – Don't clutter the page and overwhelm readers with multiple fonts. Also, never mix sans serif with serif fonts.

Keep it quick-loading – Speaking of fast-paced, studies show readers won't wait longer than about 8 seconds for a page to load. Keep images small and low-res for faster loading times and don't put too many slow-to-load components on one page.

Test, test, test – Even if you follow all the landing page optimization best practices, you won't know what really works until you get in the trenches and start testing. Hire a company that specializes in website content creation, optimization and testing to guide you.

How can you optimize the photos on your website?

Using Photos for Landing Page Optimization


When we talk about content creation and SEO optimization for a website, we often emphasize the text – what people read about your products, service or industry. But photo optimization, especially on your website's landing page, helps, too.

Some ways to improve your landing page optimization through the use of images:

Make them clickable – A clickable image – one with a link attached to it – may improve your search engine ranking.

Tag them – Search engine Web crawlers don't “see” photos, but they do see any text related to a photo. Use ALT tags on the images so the search engines will pick up those tags. Use a description of the image that incorporates relevant keywords. Don't use keywords that don't pertain to the image.

Use captions – Both search engines and readers can view your captions. Use a caption that points out a benefit to your product and service and incorporates a keyword, too.

Experiment to find the best image – Test three different images with the same headline, caption and body copy until you find the one that gives you the most success. When you've found the best image, experiment with the copy, caption, and headline, too. Testing is crucial to determining your success.

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Byron White