This month at SocialB we’re looking at our favourite free tools and tricks for digital marketing success! With that in mind, we’ve broken down just a few of the ways you can improve your website so that it’s working harder to support your business’ objectives, whether that be to drive sales, inform your customers or generate leads.
The ideas below shouldn’t cost you and don’t require extensive development work – provided you know your way around your website’s CMS.
Also known as text snippets – this is a short bit of text from your webpage which Google displays in its search results. Google will automatically display what it thinks is the most relevant text from your webpage, but writing your own meta descriptions gives you control over what search engine users will see when searching for services like yours.
There are lots of free plugins available that will allow you to set the meta content for each page – such as Yoast SEO, SEOPress or All In One SEO Pack. As you’ve guessed from these titles, these will help you choose relevant keywords for your web pages and let you know where you could improve your page properties to rank more highly for these words.
It’s worth noting that Google has recently increased the length of these text snippets from around 160 characters to 230 on average, meaning that even if you do write your own meta descriptions you might need to update these. It’s good practice to review these every few weeks for your most important pages. As well as including your keywords, it helps to use some of these characters for a call-to-action and to highlight your unique selling points.
Get Rid Of Dead Ends
Make sure every page is working towards your goals – whether it’s getting enquiries, boosting your credibility or making online sales. This is as simple as making sure there’s a call to action on all your pages – for example, at the end of your blogs, point the reader to another relevant post they might find interesting. Keep reminding customers that they can contact you for more information, with a link to your contact page or email address. Pages that don’t encourage any further action will cause more visitors to leave your website altogether.
These call-to-actions don’t all need to be big or loud – in fact, this could turn your visitors off – but including some well-placed links may increase the average length of time people spend on your website and ultimately drive more people to convert.
This is especially important for lead generation websites but the logic also applies to e-commerce; if you’ve got an interesting blog which relates to a product you sell, make sure you take that opportunity to highlight this to the reader. Don’t go overboard – reading an article doesn’t necessarily mean intent to buy – but adding a call to action at the end of your blog is a simple way to attract a few extra interested customers.
Start Preparing For GDPR
This is more than free – ensuring your website is GDPR compliant in time for 25th May 2018 could end up saving you thousands of pounds in fines!
The General Data Protection Regulation (GDPR) is a new law that replaces the current Data Protection Act, and one of the biggest changes to come out of it is the way we need to obtain consent when collecting data through our websites. Going beyond the current Cookie notifications and opt-in buttons on newsletter sign-up forms, any aspect of your website which gathers personal data needs to ensure that consent can be freely given, specific and informed. This applies to LiveChats, Checkouts, Contact Forms. You’ll also need to add Privacy Notices that clearly indicate what information you’re collected and how it will be used.
For more information, check out our GDPR resources page.