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Digital Love

Digital Love

The trouble with being dead busy and heads-down-cracking-on is you get a bit inward-facing... which is great for the here and now, but means you can lose sight a bit of what's happening out there in the big wide world of Web. So yesterday was a great opportunity for me to raise my head up, and spend the day at a conference in Bristol City Centre - On The Edge Digital. It was a really inspiring event - the speakers covered a range of topics, some of which we know, some we think we know and some we can learn a lot from!

The subjects included:

  • Content - matching it to your sales process, and your target audience
  • Localised SEO (search Engine Optimisation) and Searches - what does it mean to be Local?
  • Email Marketing - some easy methods to try to get improved results
  • PPC (Pay Per Click) - quick wins and Google's new Enhanced campaigns
  • Social Media - strategy, common mistakes and what channels to use
  • RWD (Responsive Web Design) - understanding more about why, and when to make the change to give the best user experience
  • Social Networking for B2B - making it the right fit; and fitting it in!

And I do love the Digital World. It's inspiring and jaw-dropping and infuriating and exciting and keeps on changing ALL THE TIME. I love learning about latest developments and trends and news and views, forming opinions, putting them into practice, and then applying new developments and trends and news and views to make ongoing improvements... and so it goes on.

If you think it's about time to review your website or digital marketing strategy, please do get in touch. There's some exciting new developments happening right now, and it's all fresh in my mind - so let's have a chat and see what we can do to get you a bit of Digital Love too :-)




Me me me me me...

Me me me me me...

More and more Company web sites are using ME. By that I mean they talk about themselves. A lot. "We have a great range of pipe cleaners". "Our business has been running for 250 years and we are brilliant". "Look at our interesting news all about us".

It's boring. And self-orientated. Even when including keywords and SEO-focused copy, the content itself still needs to be interesting and effective for the reader. Customer-focussed, if you like.

SPOT THE DIFFERENCE
We are WidgetWeb! We have a huge range of products including waterproof widgets. We offer good prices and are a well-established business of 30 years. Browse our site now!
OR
Got a leaky sink? Need to fix it fast, and at a low price? You'll find a full range of waterproof widgets here. In a hurry? No problem. You'll love our super-speedy order process.

Why has your web visitor come to your site? They have a leaky sink and need to find some waterproof widgets - quickly - and for a good price. They’ve not come to hear about how long you've been running for and a load of flowery 'me me me'.

See how Apple are putting this in place - lots more 'you' than 'we' in this iPad piece.

The copy on your site needs to address your visitor and their needs, quickly and effectively. Keep them focussed and you'll have a better chance of them making a purchase, or making contact, or downloading your latest offers... Talk to your customers, not at them.

And finally... For every instance of we, try to say 'you', at least twice.

If you'd like to chat about your web copy with one of the team here at Focus, drop us a line here.

Annette Ryske
Annette

Created on Thursday May 10 2012 09:46 AM


Tags: seo userexperience usability content copy web-development web-design web


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Increasing User Engagement

Increasing User Engagement

We've been doing a lot of work for one of our favourite clients, Bristol City Council on two of their web sites; Go Places Do Things and Go Places to Play.

In the Autumn of 2011 we had a review of the first six months of 2011/12 regarding the performance of the web sites and from this put together a plan for the next six months. The main aim was increasing traffic and user engagement of the sites.

Over the last 6 months we've been working closely with the BCC team and introduced a monthly update schedule that is used to create new content for the site; this includes news articles and polls along with updates to the video content on the site. 

In Q1 and Q2 of 2011/12 10 news articles were created for Go Places Do Things with the news page achieving an average of 15 views per month. In Q3 & Q4 we produced 35 news articles and achieved an average of 40 views per month, not bad considering that Q2 is the busiest period for the site and Q3 is the quietest.

The additional news articles and regular updates made to the Go Places To Play web site meant that we have DOUBLED the traffic between 2010/11 and 2011/12. Our news articles have also ensured that we were ranking for specific keywords in organic search rankings. The figures really do show that content is a brilliant way of engaging and increasing users whilst ensuring that your site is refreshed. A news / blog page is a very simple way of achieving this.

Another really interesting statistic which can up was the increase in mobile traffic. We had a jump from 4% average in 2010/11 to 14% average in 2011/12 for Go Places To Play (including a massive 20% in Q4). We know mobile traffic is increasing on a weekly if not daily basis, but the 1 in 5 visitors statistic for Q4 was one which really did surprise me.

We'll be working closely with BCC to ensure that mobile visitors are as engaged as our desktop visitors.

Created on Thursday April 12 2012 08:36 AM


Tags: website blog bristolcitycouncil goplacestoplay content news


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