Archive for January, 2011

Betty Wants to do SEO Herself…

Posted by Chuck Bankoff On January - 12 - 2011

Who is Betty you might ask? Well in fairness, there is no Betty. She is a culmination of a few of our clients who underestimate the expertise and time commitment it takes to successfully market their business on the Internet.

I recently had a light hearted moment with a client who informed me that he wanted to try a $29.95 per year “do-it-yourself” product to optimize his website on the search engines. Even after informing him that it doesn’t actually optimize anything…that it just submits his site to the search engines and points him to some articles about search engines, he still wants to give it a try.

It’s one of those “you had to be there” moments but it prompted me to take a few minutes and create this animated video recap of our conversation. In fairness, I may have embellished a bit…. But you get the idea.

In fact it prompted me to start a monthly animated Digital Marketing movie series about my observations of things doomed to failure. Become a fan of my Facebook page you can witness my next rant on “do-it-yourself websites”.


Landing Page Copy: “I don’t have time to make it short!”

Posted by Chuck Bankoff On January - 11 - 2011

That’s what Mark Twain said over 100 years ago, and it’s still a challenge today. Writing content is easy; writing concise content in a limited space is a bit more difficult.

We are dealing with two limitations that point to “less is more”:

  1. Fitting all the pertinent points onto the viewable portion of your visitors screen: You only have moments before your visitor will click away if they don’t see what they are looking for.  People will scroll down below the fold (the portion of the web page that is below their initial field of vision) if you catch their attention with what is above the fold. Make sure that the important information is right in front of their faces immediately.
  2. Your visitors have the attention span of a 6th grader: People don’t actually read on the internet…they scan. They see headlines, bullet points and graphics. You must attract their attention before they make an effort to actual read any copy.

The body copy on your landing page has to be good, but don’t delude yourself into thinking everyone will read it. Only about 20% of your visitors will actually read the body copy… still, it has to be good (less is more).

Focus on a great “enticing” headline, and easily digestible bullet-pointed list, or a graphic that tell a story at a glance (known as a “Hero Shot”). Headlines should refer back to what the visitor was looking at before they landed on your page. This “continuity” is a factor in the conversion architecture of your marketing campaign.

Don’t forget the call to action! You might test matching up the call to action with the headline since that is almost certainly the one element on the page that you can be sure they will read.

You are welcome to download my Whitepaper “Landing Page Design: Common Mistakes & Tested Techniques” from the free section of the WSIeWorks website. You can also listen to the entire recorded webinar as well.


Landing Page Design: Ready…Fire…Aim!

Posted by Chuck Bankoff On January - 4 - 2011

It’s awful tempting to dive right into a landing page project with the first glimmer of inspiration; however even a brilliant concept is destined for failure if it isn’t objective driven.

In order to accomplish your goals, you have to know what they are. Is this an eCommerce website focused on transactions? Is the purpose to generate leads, or is it about branding or relationship building, or is it about increasing your database through membership registration? A good marketer will often start at the bottom of the sales funnel and work their way up to the point where the visitor first enters the funnel.

After you decide what constitutes “Success” you best figure out exactly who your ideal customer is. Remember; it’s NOT about YOU! Many businesses feel compelled to tell their story to what they perceive as a captive audience. There is no captive audience on the Internet. Check your ego at the door, it’s just too easy for a visitor to leave and find what they really want.

Before you can tell your story… you have to know who you are telling it to. A tried and true technique for defining your customer is to actually create one… complete with name and age and marital status, etc. You may even have multiple profiles; just make sure that you prioritize them. Remember…if you try to appeal to too many different customer types, you will wind up appealing to no one. Once you know WHO you are selling to, you can craft your message so that it appeals to THEM.

Stephen R. Covey said in his book “7 Habits of Highly Effective People” to begin with the end in mind. In the world of landing page design, you have to know what YOU want and what your CUSTOMER wants. Then work from there.

You are welcome to download my Whitepaper “Landing Page Design: Common Mistakes & Tested Techniques” from the free section of the WSIeWorks website. You can also listen to the entire recorded webinar as well.

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