A short post for today and on a subject any one with an email account has come across
I decided to write this short article based on the rising number of personally targeted complex spam email messages that have been hitting inboxes over the last couple of months.
Today I got hit with this email
I went through your company profile and I understood that you are a Member of “Digital Brisbane”. We are working on list of potential clients, key decision makers and purchasing managers from following industries/Products: Business planning, Building a website, Technology, Digital marketing, Buying and selling, Skills and training, Driving efficiencies, The business case, Manufacturing, Automotive, Electronics, Medical, Energy, Software, Quality Assurance, Safety, Health and Environmental, Sustainability, Technical, Building, Manhole, Utility, Hardware, IT Management, Interior Design, Internet Business Networking, Website Development, Design & Consultation, Dealers, Wholesalers, Export & Import, Logistic and host of other industries, which can be used to sell or market your Products and Services in UK, USA, CANADA and worldwide.
Our list consists of Company name, Verified Email address, Phone, Fax and Complete Details which helps you to meet thousands of new prospects to enhance your business. If it sounds value, please provide me the below information required and I will get a list of potential clients as per your requirement.
Target Locations: __________________
Target Industries: _________________
Target Job titles: ___________________
It would be GREAT if you could reply at the earliest!
Thanks and Best Regards,
Marketing Manager “
Looks good at first glance doesn’t it ? A company who is trying to do a little outreach to promote their new Directory/Marketing list and get you signed up for it.
But as is the case with the majority of these spam emails they are simply trying to hook you and your business into confirming your email and giving out as much information as possible. Your probably thinking well what information would you be giving out that they don’t already have? They emailed you right so they have that and if you don’t tell them anything else.
Well lets think about this. You reply, they then have everything in your signature, confirmation that the email address exists and is active, and that in the case of my email above, I am apart of Digital Brisbane.
One thing I didn’t include with the email above was the contact address that it came through on
Suzane D’souza – Suzane.firstname.lastname@example.org
An outlook email address for a company asking for details is always dodgy. Add to that the difference in the name signing and the actual email address name you begin to get the idea that this isn’t legitimate. And then if you re-read the email, no where in the text is there any company name, website or other relevant details.
And this is one of many emails that are heading out now with personalised attention.
Nearly everyone in Australia has been hit with the fake AGL energy bills or being in business hit with an emails with a subject line like
TechDesign Invoice Due 11/08/2016
With attached word document file and asking for quick and prompt payment for the invoice they have sent you.
There have been quite a few business owners who have received these emails, seen the request for a prompt payment of (in this email’s case) $1,347.00 and gone what!! and opened the document with out considering the implications.
A Microsoft word document can use Macros, to perform a saved series of commands with in the document that can effect the computer it is run on. Not everyone has Macros turned on by default and the newer versions of word can warn a user before continuing. But there is enough return on investment for the people sending these emails for them to keep doing it.
Spam email is getting more complex, the people sending the spam are also getting smarter in the way they are approaching people with these types of emails and the amount of information they are able to scrap from existing information sources – websites, databases, directories – is greater. With this greater amount of information the spam emails are looking more and more genuine and can easily trick a busy person dealing with a large volume of mail coming through.
What can you do to help avoid clicking on the wrong thing ?
- Read. Look at everything in the email, name, address, and content
- Stop – re-read the email again
- Look for a signature, other contact details, Phone, website etc
- If your unsure if it is genuine try to validate it, phone them, Google them
- Finally if it doesn’t look or feel right don’t open it
Especially if an email has an attachment be sure before you open it. One thing spammers are looking for is a way to install malicious software on your computer to hijack you passwords, processing time and access to anything they can exploit.
Colour Psychology and the Web
Ever wonder why the word “SALE” is nearly always in the colour red? Colour psychology, the way people react, consciously or unconsciously, can help your business.
Colours can affect your mood, customer spending habits and the urgency with which a message is conveyed.
Colours influence the way in which a customer perceives a brand. When you think of Harley Davidson what colours come to mind? I bet bright pink isn’t amongst them. Calming, sedate colours aren’t really what is used. More likely you thought orange, chrome, black or blue, colours which are more associated with robust, hard-wearing, strength and toughness.
Yellow on the other hand is often associated with happiness, vibrancy. A bold colour like yellow, red or orange grabs a customers attention, but should be used very sparsely. In fact it’s recommended no more than 20% of a design, if you are using these colours on a sales or squeeze page, should be made up of these colours. Otherwise the effect is likely to agitate and drive customers away rather than convey a sense of urgency or importance.
Lets take an example, the opening line of this article referenced “SALE” and how it nearly always appears in red.
If not the text then the background is red. This small amount of red armed with a Call to Action which references a limited time offer. For example Limited time discount available for the first 10 people through the doors.
Known colour iinfluences
Red is the colour of excitement and action. It helps influence people to take an action, so when it is combined with the word sale and the information that the sale is for a limited time it helps encourage people to go to the sale and spend.
Blue on the other hand is a colour that helps elicit a feeling of trust and security in a brand. Think Skype, Facebook, twitter or Linked-in here.
Green is similar to blue in that it has a soothing, calming effect and therefore can be used in the same way as blue, to reassure and encourage trust. Common brands that use green are John Deere, BP, Spotify, and Land rover.
Yellow is the colour of energy. Similar to red but used to create feelings of happiness, encourages communication and shows clarity.
Looking for more colours? Have a look at the infographic at the bottom of this article.
An effective example using the colours above on a website sales page would be using a small count down timer in red, with a blue caption saying “limited XX available – book now”.
The red combined with the count down timer invokes a sense of urgency. The text would invoke the scarcity principle and using the blue colour would help invoke a sense of trust in that statement.
It has also been shown that not only does colour psychology come in to affect with the colour itself but the name given to those colours also has an affect on people as well.
As an example in a study done in 2006 (4) people where asked to assess different products that were using different colour names, out of this it was found that Mocha was considerable more desirable than Brown.
It seems people rate colours more favourable when they are given more detailed or fancy names and has been shown to apply to different products and ranges. And it has also been shown (5) that unique or elaborate colour names are more likely to have customers prospect of making a purchase increase.
Colours and your Brand
What does this mean for your website and brand online ?
You will have to keep in mind that many things go into influencing a customer and colour psychology is just one of many variables that can have an impact on their choices.
Though in a highly competitive market, trying to get clients through the door and making a sale this type of an advantage can be one of the deciding factors.
The right colour pairing, display and highlighting can make your brand more visible online. It can help great a sense of urgency in the case of a sale or help build trust and happiness in the case of building a long term relationship.
There are many ways to apply colour psychology with the other known principles of sales to help with conversions on your website. If you would like help in creating a landing page or sales page for your business contact us.
Click for a bigger Image
Noticed a change in your rankings on Google over the last few days?
Google has confirmed that they have made a “Core Ranking algorithm” update but does not include a Panda update at the same time.
What does this mean ?
It is not often that Google confirms a core update making this one a bit of a big deal in itself. Lots of people have been expecting a Penguin update that has been delayed but this wasn’t it.
Whats a Penguin?
Penguin is an update first rolled out in April 2014. The idea of Penguin was to target “unnatural” links. That is links that some sites have obtained for the sole purpose of ranking higher.
Links are kinda like a vote for the content on your site. A link from a well regarded site, blog etc would be looked on very favourable and pass on more link “juice”. But it was also found fairly quickly that a large number of links from lower quality sites and blogs, even comments, could help boost the rankings of a website.
The penguin update was implemented to help weed out such link factories and encourage developing good content for users and to grow natural links to that good quality content.
What’s a Panda ?
Panda first debuted in February 2011 and is specifically about on-site content. The idea is to look at the content of the site, not the links to the site, but the information you provide for your visitors.
The information needs to be high quality, some of the questions Google gets developers of websites to ask give an idea of their focus here.
- Would you trust the information presented in this article?
- Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?
- Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
- Would you be comfortable giving your credit card information to this site?
- Does this article have spelling, stylistic, or factual errors?
- Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?
If your website has been adversely affected by the latest algorithm update from Google and you need help getting your site back up higher give me a call –1300 737 601 – or reach out via our contact page
What’s a Squeeze page? What’s a Sales Page? What’s a Landing page?
Know the difference. It’s ok if you don’t, they are very similar and often used interchangeably.
Sometimes when you are listening to a webinar about how to grow your sales online or how to make your potential customers more aware of your brand you will receive the advice to create a Squeeze page or you Landing page needs to be optimised.
In itself that is not bad advice, especially if you are running a Google adwords or Facebook marketing campaign, you will need a relevant page for people to click through too.
But what do you need in the first place ?
A Landing page, Sales page or Squeeze page ?
And what is the difference between the three?
Lets start with a few definitions:-
Landing page :-
A landing page, sometimes also known as a lead page, or lander, it is the first page that a user lands on. This could be a sales page, home page, squeeze page or any other page associated with the site. If the link followed by the user is from an ad campaign it is usually an extension of the sales copy that appeared in the ad. It is used to develop the brand and the products or services that brand represents. It can and often does lead or contain a sign up page and will have navigation and links leading away to a sales or squeeze page.
Sales page :-
A sales page or a direct sales landing page contains sales copy, often in long form, with testimonials, multiple CTA’s (Call To Action) that lead not to another page but directly to the purchase, sign up or other conversion entry form. A sales page contains the information about your product, sometimes designed to lead the customer through a series of steps and ideas ( shortened version of a sales funnel) to generate trust, ie Testimonials, Business brands using the product, etc in order to have the customer commit to a sale. Sales pages often will not have any links/menus leading away from the page but this is not always the case.
Squeeze page :-
A Squeeze page is a created with the sole purpose of soliciting the user to enter their email address in an opt-in database. It is a single web page with no exit links at all. The copy is generally short with the majority of the information above the fold. It is used to pre-qualify a potential customer and usually offers a bonus or free offering for giving sign up details.
Of course there are hybrids of all three out to be found in the wild. For instance the Sales/Squeeze combination page is an effective tool in converting people
So how do you choose which page to use and what content to include ?
That comes down to the ultimate goal of the page and what you and your business needs to achieve. Are you looking to grow your mailing list or are you running an Google ad campaign that needs a sales page that converts ?
Mailchimp, Aweber and other email database collection apps offer integration into the most popular frameworks used to develop websites. An example of a well designed, to the point squeeze page is below from mangolanguages.com
This page gets to the point straight away, and puts the sign up button in plain site with a clear Call to Action -“Learn French”
On the other hand if you are looking at converting a user into a sale or commitment to purchase then a long form sales page would be more appropriate. With a Sales page you are converting a visitor/lead to a customer/purchaser and so need to provide several different forms of persuasion. Usually the benefits are highlighted first followed by some social proof, testimonials, to show how your product has been and is in use by other peers. Next a list of the features that your product and service provides. with all of this interspersed with Call to Actions.
An example of a long form page
What is SEO and SEM
And how do they help my businessSEO is Search Engine Optimisation SEM is Search Engine Marketing The two terms are often used interchangeably by some people who approach small business owners. They are in fact not the same thing. Very often they are also accompanied by the promise or guarantee of 1st place on google, ranking on page 1 etc. These sorts of statements should be approached with a fair amount of skepticism. Especially if your industry is in a competition heavy keyword category. Often what is more important for your business is the amount of keyword search volumes that your primary and long tail keywords return, the click through rate and the conversion rate once on your website. SEO is a fairly complex, ongoing list of tasks that aim to increase the technical aspects of your website as well as the over all search visibility for your brand and associated online profiles. SEO falls into two areas, technical or on-page and off-page while SEM different again.
Technical SEOTechnical SEO otherwise known as on-page SEO is all about making sure the infrastructure is aligned and working. There is no point asking the search engines to crawl and rank your website if it isn’t upto what they expect. Search engines use complex algorithms to determine the rankings for a website when certain keywords and phrases are entered into a search box. These search algorithms are proprietary information but are discussed, dissected and reviewed constantly. Matt Cutts (Head of Google’s web spam team – currently on leave) being the most obvious one. Take a look at Matt’s blog here. From this information we have the understanding that what helps a website and its content rank best is making that content for users. And making that content easy to find and easy to understand. An excellent example I came across the other day of how not to do on-page seo went a little like this. The site had a lovely big image of a product taken straight from a camera that came in at 1.5MB’s and took 10 seconds to load, and was called 34332432aabvddd.jpg with no description what so ever. What was wrong with this is, the time to load, the file size, the lack of a description. Trying to load this on a mobile device would have chewed through bandwidth, and while the picture looked pretty most people would not have stuck around to wait for it to finish loading. Generally as a good rule of thumb you have about 3-4 seconds to make people want to stay on your website. They came there to get information what ever that information may be, they want it, if they don’t get it quickly they are off. So what is Technical SEO? It can be simplified into a list:-
- Technical state of website – metatags, Alt’s etc
- Keywords – Volumes, competition etc
- Content Strategy – Blogs, images, new content
- Analytics – Understand the current traffic, sources, conversions
- Webmaster/search Console – Current links, actions, alerts, previous history
Off-Page SEOOff-Page SEO is pretty much well everything about your website that doesn’t involve being on your website. Off-site or Off-Page means just that, things that can be done to help your website’s search visibility outside of the page. This would include link building, content sharing on social media networks, online directories, bookmarking sites, customer reviews, and brand mentions. And lastly guest blogging. This is a fairly wide ranging set of tasks that cover a broad reach. Blogging alone is something that can create a huge amount of interest and buzz around your brand if it is done right and shared. Blogging on another website such as an industry blog would allow many more people to see your brand mentioned than if you simply shared on your social media pages. And these people would often be ones who aren’t currently following or aware of your business. Online directories, Yelp, Hot frog the Sensis network as examples allow people to search for your type of product or service with out actually having to know specifically about your business. It is another resource, to get your name, your brand into the online market place. And all those links from all those websites, give your website positive ranking power back to your page and site. This is one of the many factors that Google and others look at when determining your ranking. Off-Page SEO is what makes up the other 65% of Search Engine Rankings. While it may seem the greater value and therefore the one you put the most effort into, you can’t have one with out the other.
SEMSearch Engine Marketing is a term that is often used interchangeably with SEO. There are some similarities but essentially SEM is paying for ads. These ads are usually on the search engine results page or a search engine partner page. SEM can include aspects of SEO. Google and in there Adwords platform do indicate that a landing page for an ad that uses words and themes that are the same as or similar in the ad copy are more likely to be selected in a Pay Per Click campaign and can help reduce the cost per click. You also have other platforms, Facebook, Twitter that are also open to SEM. Unfortunately a large majority of SEO companies call SEM, SEO, and charge for the advertising rather than doing any of the SEO work that is often needed on web pages. And when the business stops paying for the work to be done they see a sudden drop in their rankings – that is the ad disappears from the results – and the websites organic SERP hasn’t changed and hasn’t increased.
So how does this help my business website?Business owners who have been around for awhile often look at people offering SEO and SEM services as part charlatan and part mystic. SEO is a service that any business requires to get their product and brand out into the world, though it is one that little is often known about by those not in the field. Often as not those of us working in SEO find that many of the people who have put a shingle up claiming to be SEO experts or gurus (or rock star ninja gurus depending upon which lame HR guy wrote the copy) are simply clueless as to what should be involved in SEO. Before you talk with some one about SEO and SEM have a list of questions and goals you want to achieve for your business. Sit down talk to the the SEO consultant, explain your position. A good SEO consultant will take your questions, answer them and come back with some of his own so they have a better understanding of what you are looking at and what sort of Key performance Indicators your need. Good SEO is all about the long term. The long term goals of any SEO or SEM package should be to make your website technically sound, have great content to share both on your website and on your social media platforms. High quality content ensures high quality links and this can not be achieved over night. If you want help with your content strategy or SEO and SEM contact us today 1300 737 601 or Email.
Why business websites need fresh contentWebsites for business are sometimes considered a set and forget proposition. Once the design, content and images are up, the site has been published most businesses feel the work is done. But websites like any part of your businesses branding and reputation require ongoing maintenance and development. Without new content, new images, updating and securing of the code your website will stagnate. It will get lost in the information provided by your competitors and pushed to the bottom of the Search engine rankings.
Here comes the Stats on WebsitesResearch shows that approximately 78% of Business to Consumer ( B2C ) and 75% of Business to Business (B2B) purchasers use the both the internet and social media to research suppliers and businesses before committing to a sale. This research by buyers, who have access to hundreds of varying and alternative competitors and suppliers, who read online reviews, then compare different suppliers and pricing lead to self qualifying customer. A self qualifying customer is someone who has educated themselves on the type of product or service they want and by the time they contact a business they are ready to buy instead of needing more information. In fact it has been shown that by providing enough information to potential clients you can reduce acquisition costs for gaining new clients. Consumers engage in research on websites and social media reading an average of 11.4 pieces of content before they make a purchase. If your business website doesn’t have compelling fresh content that is relevant to what a potential customer is looking for then your business is most likely going to miss out on sales. And it isn’t about the direct, immediate sale either. The buying cycle of customers is extended. In previous years the person making a purchase, especially a large and or expensive outlay would do research in the form of asking friends and family, reading magazines, newspapers and visiting numerous stores that stocked the item they were interested in. Usually with in a shorter time frame and with less information than they do today.
More StatsEvery year people spend 36 Billion minutes online with just under 18 Million people doing all of this browsing. That is 27 Billion page views. And these are statistics for Australia only.(2) In dollar terms from August 2014 to August 2015 online sales totaled $17.5 Billion dollars. This was lead by Electronic games and toys which rose by 27.2% followed by Media (17.7%), Fashion (11.4%) and personal and recreational goods (7.3%). All Categories except for daily deals showed growth.(3) Is your business online and selling to this ever increasing market place ?
What does this mean for your Business ?So fresh content, a new blog post or photograph of your latest completed work is important to get up and seen on your social media profiles and website. It gives your business authority. It gives your customers somewhere to go and look at your work, your prices, and your business as a whole. Having your customer base be able to find you online is important for the longevity of your business, the promotion of your business brand and the income you derive from the business. The way to survive in today’s online 24/7 world is to have the information about your products and services up on your business website, the latest photos of your work on social media profiles and your news and blogs circulating on related websites, social media pages, and media outlets. With out a plan and strategy in place to handle your online profile, to handle how your web design is built to interact, how your social media posts and content are timed and displayed, your business is not profiting from the online market place. You and your business will be left behind by your competitors who will take advantage of all the tools and customer engagement process they have to build brand awareness for their potential customers.
What can your Business Do ?So what can you do ? Talk to someone about your business, sit down and map out a strategy for your business. Mesh that strategy into your current business model and lay the ground work for future online sales. Going from nothing to a healthy online profile is going to take hard work, a concentrated effort and a deliberate focus on your website and social media strategy. The sooner you start the better off you will be down the line.
- THE AUSTRALIAN ONLINE LANDSCAPE REVIEW FEBRUARY 2015
There has been a fall in export prices, repeated budget deficits, an end to the biggest resource development period on record, a slow in productivity growth, wages growth slowed and real national income has contracted per capita since 2012.This should make you pause for a moment and consider at least these three questions. What does this mean for my business ? How are you making it easier for your clients to find your website online ? How easy is it for your clients to find your competition’s website online ? It means that potential customers have less discretionary funds to spend in an ever increasing competitive space. It means that when a customer needs or wants to make a purchase they are going to be looking for more information, more pricing points and value. The internet is the new home of comparison shopping. Your business is competing against other businesses, both large and small. In your local area or over the internet. If your potential customers can’t find you or worse still they find your website, but it doesn’t function on their device (mobile phone, tablet or even laptop) how does that make your business look? Now that same customer who just looked at your non functioning website flicks across to your competitors site, which is mobile ready, which has video, audio and images, pricing, order and payment online functions and the ability to share, like and pin to social media. Web design, responsive flowing design that appears the same on different devices levels the playing field between you and your competition. Instead of being judged on how your website is not working you are being evaluated on your product and service. Having your website online with consistent uptime, a responsive design no matter the device, and a big clear call to action for your potential clients to act on gives you and your business a chance to be seen and heard in the Internet market place. What do you think happens to your sale then? If your site is either non existent or not working properly. Your online brand is non existent or damaged. The client couldn’t get the information they needed to be informed and more to the point came away with the impression your business is not professional or at least doesn’t consider their online customers to be important enough to provide adequate time and energy too. Now consider:- Fewer and fewer people are opting to receive the printed directories that used to be so common place. At best these deliveries are relegated to a forgotten corner of the office or placed back into recycling after a few weeks. Even the online versions are receiving less views than they were. Google delivers a large chunk of the traffic to the places like yellowpages.com.au and whitepages.com.au. In fact global stats stat counter (http://gs.statcounter.com/) shows Google having a 93.11% market share of search in Australia from June 2014 to June 2015. Even with the deal made between Google and Sensis to include Sensis customers in Google maps searches the Sensis stable of websites, yellowpages.com.au, truelocal.com.au and whitepages.com.au are no longer the place we ‘let our fingers do the walking’. The Wrap. Your website, Facebook, Twitter, or Pinterest account need to be accessible, clear, available and provide the information your potential customers are seeking. There is no point leaving your pricing off the website expecting them to call when they are doing their research at 9pm and your closed. Your competition will have a website, and it will have the information they are after. 60% of the population use a tablet (2014 Australian Mobile Phone Lifestyle Index) and are often sitting in front of the TV of an evening researching their next purchase. Now ask your self these questions:- How do my target market find my website online? Is my website and social media presence able to attract clients and customers? Are my products and services being found when potential clients search online? If you don’t have a website or a online presence or its not done right you’re business is leaving money on the table.
Or Email and your Business websiteOne of the biggest mistakes I have seen businesses make in trying to gather people to their website, Facebook page or blog is to send out emails or other electronic communications to people who haven’t given their explicit permission to you. It is tempting to harvest email addresses directly from the web, or add that business acquaintance in on your newsletter list. It will however do you and your business brand a great deal of damage and could end up costing you a a large chunk of money when you are reported to the Australian Communications and Media Authority (ACMA) for breaching the Spam Act. Email has become the same as the telephone, ubiquitous and seen as a personal space. In the same way telemarketers became to be seen as a nuisance, something to be avoided and disdained, email spam has come to mean the same thing. There are only so many Viagra, pharmaceutical, SEO, pet store, adventure land or business logo mat services emails you can receive in one day with out throwing your hands in the air and walking away from your machine. This is the essence of the Australian Spam Act of 2003:- “The Spam Act 2003 prohibits the sending of unsolicited commercial electronic messages—known as spam—with an Australian link. A message has an Australian link if it originates or was commissioned in Australia, or originates overseas but was sent to an address accessed in Australia.” Pretty clear right ? The few exemptions to this rule are
- government bodies
- registered charities
- registered political parties
- educational institutions (for messages sent to current and former students).
- offers, advertises or promotes the supply of goods, services, land or business or investment opportunities
- advertises or promotes a supplier of goods, services, land or a provider of business or investment opportunities
- helps a person dishonestly obtain property, commercial advantage or other gain from another person.
- the content of the message
- the way the message is presented
- any links, phone numbers or contact information in the message that leads to content with a commercial purpose—as these may also lead the message to be defined as ‘commercial’ in nature.
- Patrick who ?
- An introduction explaining why I’m hearing from them
- How I ended up on their email list
- Company branding
- No ABN, ACN or link to a trading name
- contact phone number, Physical Address
- Unsubscribe link – How do I get off it
Remember Permission is key to marketing to your Customer and clients. Permission from your contacts on your marketing list gives you a higher conversion rate, a higher success rate and means your message is getting through to people who want to hear it.With out permission you might as well go and shout on a street corner in the middle of Brisbane at peak hour. You’d get the same level of visibility with the same consideration as Spam email.
- the electronic address is published ‘conspicuously’—that is, it is accessible to the public, or a section of the public (for example, it appears on a website or in a telephone directory or brochure)
- the address is not accompanied by a statement that commercial messages are not wanted
- the subject matter of your message is directly related to the principal role or function of the recipient (electronic account-holder).”
“Web content is the textual, visual or aural content that is encountered as part of the user experience on websites. It may include, among other things: text, images, sounds, videos and animations.”https://en.wikipedia.org/wiki/Web_content Often in the creation of a new website or updating a business webpage the focus is firmly on how a page looks rather than the message it conveys to potential clients. Whether your target audience is Business to Business or Business to Consumer you have a very limited time to grab the attention of a visitor to your website. Some research has pointed to as little as 3 seconds before the potential customer moves on to something else. If someone visiting your website does not see what they have come looking for or can’t easily find the way to the information they seek then they go and find it elsewhere. I recently visited a website constructed and built in the last month or so and it took me way too long to find an address or contact phone number. Somewhere around the 90 second mark I found a mobile phone number embedded in the text of the About page. It wasn’t the Contact page, which would have been the obvious place to put a phone number, address or even an email address, or even better in the header next to the menu and logo on every page. From the newspaper industry a term emerged years ago called ‘Above the Fold’ now if you have ever had to pay for or sit through an advertising pitch from a newspaper sales person, you know that Above the Fold is more expensive to advertise on then below the fold. This is because readers focus on the top half of the paper, the large bold headings, dates, even images are usually reserved for the top half. Even the paper is sold folded with the top section placed in view. In website design the same thing applies. Nobody is going to scroll down if they are in a hurry. If they can’t see your phone number, address or a quick way to get to the information they came for they aren’t going to stop and dig for it. In fact research from heat mapping (watching were a users eyes first look amongst other things) shows that top of page is the goto for information. So when you sit down to update or design your business website the information you want to convey, any Call to Actions, Phone Numbers, events, or anything you want the customer to do when they find your page must be clear, concise and visible. Content should be what draws visitors to your page and what drives them to share it on social media to friends and acquaintances. Once you have the visitors coming to your site you need a clear action for them to perform – sign up to a newsletter, a phone number to call you, contact form to fill in – some way in which you can take that visitor, that person interested in your product, service and the content you’ve written and convert them into a customer. Good Web design does that. Not only will good web design take into account SEO and the structure of your site but it will also be written so the people who come to your site know and can clearly find how to get in contact with you or what next step they need to perform to get more information. Images depending upon your industry are an excellent content source. In constructing a website for any business images can add a sense of connection, convey a clear point about the business quickly and clearly. Clear, high resolution images that are related to your industry and preferably taken for your website are the best way to convey to potential customers what your business website is all about. When you look at creating or revamping your business website sit down with your web designer and talk content. Content is what will make your website stand out online and help your customers and clients find you. If you need help with your websites content we would be happy to help – contact us any time