Gotta love Jakob Nielsen, the king of website usability and owner of the world-famous Nielsen Norman Group. He recently posted a highly informative and useful article about web content, scrolling pages, visitor attention, and the importance of having critical content “above the fold” (the first screen people see when landing on a web page).

Before I link you to his fascinating article, let me summarize his findings and add my own recommendations.

After conducting an extensive study of website users, Jakob reports that people DO scroll long web pages if the content is worth viewing, but the most important content had better be above the fold.

In fact, his “eye-tracking” findings indicate that web visitors spend 80% of their time reading the content above the fold. He said,

“It’s as if users arrive at a page with a certain amount of fuel in their tanks. As they ‘drive’ down the page, they use up gas, and sooner or later they run dry.” Clear enough.

But for those of us who rely on sales letters, long landing pages, or long catalog pages to drive business, there’s hope.

Jakob also said, “People will look very far down a page if (a) the layout encourages scanning, and (b) the initially viewable information makes them believe that it will be worth their time to scroll. Finally, while placing the most important stuff on top, don’t forget to put a nice morsel at the very bottom.”

To me, his new findings serve as a wake-up call for any website owner who’s not following these guidelines. And they compel me to provide a few guidelines of my own regarding exactly WHAT content to include above the fold whenever possible… a little formula to make sure your most important content is there for search engines and visitors:

1. A masthead with logo, tagline, and even standard horizontal navigation.

It’s important for people to know where they are, who you are, and what you offer them. Make sure the masthead isn’t too big! So many companies take up too much valuable real estate with a masthead that has a huge photo in it.

2. A powerful promise headline that’s ethically optimized with keywords.

Consider that people scan business websites for solutions. What’s the most important and unique value statement you can make to them, right up front? Let’s say my big-money keyword phrase is “waterproof shoes for dogs.” The headline may be, “Finally – waterproof shoes for dogs that are easy to slip on and off on a rainy night” OK, this may be a silly example. But you get the idea. (I’d actually like a pair of those hypothetical dog shoes.)

3. A subhead that pays off the promise with a unique benefit or detail statement.

Continuing with our lovely waterproof shoes theme, here’s a subhead you might include: “You’ve just found your only resource offering waterproof shoes for dogs of all sizes.”

4. Bullets that outline a few more benefits of your product or service.

This may be a list of various products, services or categories you offer throughout your site. Use each bullet to link to other, more detailed pages, so you’re not trying to cram all the information into one above-the-fold window of opportunity.

5. A compelling offer that drives people to engage with you.

Do you have a free report, an enewsletter, or a free trial offer? Make sure you include that offer above the fold; preferably in the upper right-hand column of your page. And be sure to include a strong call-to-action for your visitor to sign up, learn more, or get the discount now.

Since the above-the-fold area is so darn critical for web-content success, I need to repeat a point I’ve made many times before:

Graphic elements, including videos, photos, charts, illustrations or anything else visual, must not dominate the messages. Make sure your graphics are appropriately sized to complement your messages, with videos in the “pause” mode until your visitors choose to play them.

This may sound a bit too rigid as a “must-do” formula, but it’s an easy starting point to make sure your message bases are covered on each and every page of your site. You can certainly find ways to embrace these rules your way and reap the rewards. If you’re stumped, I invite you to email me so we can look at your web pages together and make improvements that will drive more sales.

Oh, and as I promised, here’s that link to Jakob Nielsen’s “Scrolling and Attention” article.

Until next time,

Here’s to a clear and prosperous site!

Pam
PetCopywriter.com

Page titles matter to search engines and prospects when marketing pet products online

March 21, 2010

Here’s how to make the most of them.

Here’s my big AHA! of the day: Web page titles can be critical regarding how you look to prospects in search engine results. What’s that you say? Page titles?

You’re not alone if you’ve never noticed the page titles WAY up at the top of your browser window when you’re viewing a web page. I mean way up above the area where you type in a domain name. For example, if you look on my PetCopywriter.com website and scan your eyes to the very top tier of the entire browser window (it’s usually that blue bar that runs across the window’s top border), you’ll see a page title that says:

Pet Copywriter Pam Foster: Pet SEO, Web Content, Pet Marketing Strategies

Most people don’t notice those titles. But search engines do. In fact, sometimes search engines use those page titles to find and rank your web page in search results. Plus page titles are sometimes used as the wording for your page in search engine results. So it pays to optimize your page titles.

For example, let’s say you type “indestructible dog toys” in Google. I did this yesterday and found the following site on page 1 of the search results:

Big Time Dog Toys Indestructible Dog Toys
Searching for Indestructible Dog Toys? Shop our Ultra Tough category to discover long lasting and fun toys, made for tough dogs big and small! …
www.bigtimedogtoys.net/

I clicked on their link, and the Google results title matched the web page title on www.petamenities.com/indestructible_pet_toys.htm. Clearly their page title is optimized.

Unfortunately, most sites have just their company name in the page title, or worse yet, just “Welcome.”

They’re missing a golden opportunity to present their unique value proposition or sales tagline to eager prospects searching for answers. They’re missing a chance to reflect the main essence of the web page and optimize it for the top keywords used by target audiences.

So here’s how you fix that for your site … and your client sites.

Provide optimized, inviting page titles to the person responsible for programming the code in each of your pages. It’s a great pet internet marketing strategy that your competition may not be using.

It’s very easy for programmers to add these titles into each page’s code. Each page should have a unique, optimized page title relevant to the page’s content. Just be sure you don’t exceed 60 characters including spaces; the standard limit. That’s the really fun part — presenting your optimized value message within 60 characters.

Until next time,

Here’s to a clear and prosperous site!

Pam

PetCopywriter.com

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Posted in Pet SEO Tips,Pet web content that works,Pet Website by PetCopywriter

For the best results with your pet-industry website, put your keywords where your content is

March 5, 2010

Remember the phrase, “Put your money where your mouth is?” This adage is 100% applicable to pet internet marketing and having web content that works to 1) drive traffic to your site and 2) connect with buying customers.

Here’s why. Keywords equal money in today’s cluttered online marketplace. And your web content represents the messages your target prospects view when they arrive at your site.

So as you strive for web success, you need to include clear, persuasive content that incorporates the most relevant keywords people are using in search engines to find your solutions to their needs.

Clear enough? Well, maybe. There’s always the matter of HOW to blend keywords and content in a manner that attracts search engines and pleases your site visitors. (Should I reveal this copywriter’s secret? Oh, alright. Since you asked…)

Today’s tip is about WHERE to put keywords for web content optimization (traffic) as well as web conversions (sales).

• First, the ground rules: Today’s search engine optimization (SEO) research leaders, including HubSpot.com, advocate that each web page focus only on the 2 or 3 most relevant keywords for that page. (Contact me if you need information on how to find the most relevant keywords.) Each web page should have its own unique set of 2-3 keywords/keyphrases (they’re really keyphrases such as “reflective dog gear,” “reflective dog leashes,” “reflective dog collars,”).

• Smoothly incorporate the #1 top keyword into your big-promise headline: “Now you can safely walk your dog at night with our reflective dog gear.”

• Use one or both of the other top keyphrases (or at least roots of them) in a subhead just beneath the headline: “Our reflective dog leashes and collars glow in the dark when car lights shine on them, so your dog can be seen at night from quite a distance.”

• Use all 3 keyphrases (or at least roots of them) in a few appropriate places within the body text: For example, if your page offers a list of products, you may use keywords at the beginning of each list: “Our full line of reflective dog gear includes: (first bullet:) reflective dog leashes, (second bullet:) reflective dog collars,” etc. Or you may include them in a testimonial or product review. Be sure not to use them too often! Search engines hate “keyword spamming.”

• Try to use all 3 keyphrases in “contextual links”: This means relevant links written within a sentence or paragraph. For example: “We offer several styles, colors and sizes of reflective dog collars.” (Don’t click on that. It’s just an example.)

• Include all 3 keyphrases in your page’s meta content: To learn about meta content, please read this previous tip of mine.

These are the core areas where keywords should be used for search engine optimization. But remember – web content success is a 2-part effort including 1) generating traffic via search and 2) converting visitors into buyers. Never let keywords get in the way of clear, persuasive sales content that will convert prospects into customers.

I’d love to get your feedback about this tip or your questions about other aspects of web content that works. Just email me and I’ll respond quickly.

Until next time,

Here’s to a clear and prosperous site!

Pam

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Posted in Pet SEO Tips,Pet web content that works,Pet Website by PetCopywriter

Make sure your pet-industry site’s graphics support your content and help visitors … not overwhelm them.

February 24, 2010

“What a beautiful website! I couldn’t find what I needed, but it sure is a pretty site.”

That kind of a compliment is death to an online business. Here’s why. If your site is gorgeous — a work of art — but the graphics dominate the content, visitors will be less likely to find the information or solutions they need from you. The result: You may lose them.

And what’s the main purpose of having a website? In most cases, it’s to DRIVE BUSINESS. Yes?

So today’s tip offers 5 ways to make sure your web graphics support sales and help visitors find exactly what you have to offer … as quickly as possible.

• Follow usability standards, first and foremost: Remember your audience: What are they looking for? How can you help them find it in the easiest way? The answer is: use navigation that people expect, not something clever, creative or unique. To follow proven web usability standards, put the main navigation horizontally underneath your banner or down the left column. If you get really creative, people will be confused and/or frustrated as they try to figure out your site structure. When you consider that a person may visit your site plus several others to compare solutions, wouldn’t you like to be the easiest site to navigate? You’ll find usability standards information on my site (look under Step #3).

• Make sure the most important information can be read “Above the Fold:” We’re living in an age of short-attention-span browsing. If your big promise, key benefits and primary solutions aren’t seen by visitors within seconds of landing on your site, it’s very likely that your ideal customers will move on. So be very careful about filling that first screen area with a giant beautiful photo of your product. Although it may be lovely, this does not provide the information your visitors need.

• Use photos, charts, logos and images to support messages, not fill space: Here’s my mantra of the day (say it out loud 3 times with gusto): Relevant, clear and persuasive content is still king! In fact, content is more critical than ever as people look for immediate answers in a sea on Internet confusion. Did you know that Google reached a new milestone about a year ago … indexing a trillion web pages? Relevant content is becoming THE MUST-HAVE foundation for online marketers to reach intended audiences. Therefore, make sure graphic elements play a supporting role for your lead actor, the content.

• Use color wisely: The worst thing you can do to great content is kill it with the wrong color choices. Frankly, it’s painful to read dark purple text against an all-black website background. Or soft pale gray text against an all-white background. The eye needs contrast to easily read messages. Ideally, colorful text and color combos should be reserved for promotion buttons, banners, navigation, charts and special-attention boxes. Visitors will be grateful if your larger sections of text are simply black against a clean white backdrop, with standard blue text indicating links.

• Follow what’s working regarding online graphics: Hint of the day: web testing proves that orange is a powerful color for call-to-action buttons such as “Order now” or “Subscribe Now.” Who knew? Well, you’ll know these things if you follow the latest tests and trends on sites like MarketingExperiments, MarketingSherpa, MarketingProfs, and others. For web success, it’s important to become an ongoing student of what works online! (If you don’t have time, I’m happy to do it for you.)

I’d love to get your feedback about this tip or your questions about other aspects of web content that works for pet marketers. Just leave a comment and I’ll respond quickly.

Until next time,

Here’s to a clear and prosperous site!

Pam
PetCopywriter.com

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Posted in Pet SEO Tips,Pet web content that works,Pet Website by PetCopywriter

Update your content frequently to stay current, competitive and profitable.

January 7, 2010

Recently I read an interview with web analytics expert Ryan Eisenberg, and he said something that struck me like a thunderbolt:

A common mistake people make is they “stop optimizing their websites.”

He said, “Site optimization is not a finite thing. You can always find ways to tweak your sites if you listen to what the data are telling you.”

So what does this mean exactly when it comes to web content that works? Here’s my interpretation.

• Web marketing rules are ever-changing, so it’s best to go with the flow to stay current and relevant. For example, a year ago, very few people had heard of BING.com, the new “decision engine.” But after pumping millions of dollars into its advertising, BING is now considered another option for finding websites. Does your web content need to be adjusted slightly to favor BING? Definitely.

• The way your customers use the web is ever-changing, so it’s best to monitor their patterns and adjust accordingly. You, or someone in your company, should be monitoring web traffic every month through your web host’s traffic logs, Google Analytics, or other reporting (read about traffic logs here). You’ll discover which keyphrases and search engines people are using to find your site. This information may prompt you to revise your web content and update messages to include the phrases your visitors are using.

• Your competition is likely evolving and changing, so you need to do the same to catch up, keep up and get ahead. Keep an eye on your competition and see what they’re doing to address social media, search-engine optimization and other shifts in online marketing. This information is very easy to find, and it may give you ideas about strengthening your web content messages and promotions. Contact me if you need help with competitive analysis.

Therefore, this week’s quick tip is a reminder that nothing stands still when it comes to web marketing:

Be sure to update your web content frequently to stay current, competitive and profitable.

Until next time,

Here’s to a clear and prosperous site!
Pam
PetCopywriter.com

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Posted in Pet SEO Tips,Pet Website by PetCopywriter

Grant your prospect’s wishes on your pet website and reap the rewards!

December 27, 2009

Sometimes when you’re looking for something online, you have a wish in the back of your mind, right?

For example, about a month ago when I was planning a trip across the country with my dog, I searched online with this wish in my head: “I hope I can find an airline-approved dog carrier that’s easy to use and comfortable for my dog.” I typed in the keyphrase: “airline-approved dog carrier.”

Luckily, a few smart companies anticipated my wish, and I found just what I needed on a website called radiofence.com.

So how did this company happen to know about my wish? Well, the company may have done online research to see which keywords or keyphrases are popular regarding dog travel … and then used those keyphrases in their content.

And, they might have conducted some formal or informal customer research to see what people need related to pet travel. And again, they used those defined needs in their content.

Whatever they did, it worked. They followed a core pet-SEO strategy. I found what I needed, and they got my business.

So what do we learn from this? If you know what your prospects are wishing for, and you use relevant keyphrases in your content, you’ll have a better chance of pleasing those prospects and earning their business.

Here are 2 easy ways to find out what your prospects are wishing for.

1. Ask them! Do an informal survey via email or create a more formal survey online at myemma.com, surveymonkey.com or another online survey provider.
2. Research the most relevant keyphrases. It’s easy when you use the free Google Analytics Keyword Tool or any of the fee-based keyword programs.

These simple yet powerful steps may help you come out on top every time people are looking for the solutions you provide. I did this type of research for a dog joint pain supplement web site and wrote the following specific keyphrase-rich content as a result:

Think dog joint pain is unavoidable? Not any more. Relief is possible with Osspet’s 100% natural calcium-protein formula.

So my quick tip of the day is this:

Find out what your prospects are looking for  — and then use the most relevant keyphrases possible (in solution-oriented content) to show prospects you can grant their wishes.

Until next time,

Here’s to a clear and prosperous site!
Pam
PetCopywriter.com

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Posted in Pet SEO Tips,Pet web content that works,Pet Website by PetCopywriter

Wow your pet website visitors with verbs

November 2, 2009

This pet Web-SEO tip is about the wonderful world of VERBS. You know, those action-oriented words that help a website visitor picture himself solving a need, achieving a goal, eliminating a problem, saving money or finding relief?

Clear, persuasive content is all about helping your site visitors do these things: solve, achieve, eliminate, save, find and ENJOY.

This is why I’m a big fan of using benefit-oriented verbs in headlines, subheads and just about any web content, but especially if you’re marketing to pet owners.

Consider the following headlines from super-successful promotions that raked in big bucks for years and years, starting with the all-time classic.

How to win friends and influence people

• Throw away your spectacles!
• Picture yourself in a SNAZZY JAGUAR for the monthly cost of a Ford sedan
• Now you can maximize network availability — and optimize performance — all year long… (a software company)

What do these headlines have in common? They’re all loaded with verbs that help readers picture themselves enjoying the outcome of a product or service.

“Win, picture, maximize,” etc. are powerful words.

Joe Vitale, famous entrepreneur, writer, motivational expert who was featured in The Secret video, attributes action to making your visions come true.

So how does your web content measure up? Any verbs in there? Can you find opportunities to turn boring content into action-oriented, beneficial sentences featuring verbs?

My tip of the day is this: use beneficial verbs to turn more site visitors into buyers.

Until next time,

Here’s to a clear and prosperous site!
Pam
PetCopywriter.com

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Posted in Marketing to pet owners,Pet SEO Tips,Pet web content that works by PetCopywriter

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