Articles in the Techniques & Strategies Category

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February 17 2009

Your “Contact Us” page better be good!

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What does that really mean? In other words, how could a Contact Us page actually be bad?  For starters, if you do not have a separate page clearly found in your navigation titled “Contact Us”, you ought to. Basically, contacting you should be the easiest thing for your visitors to do. Look at it this way…if you have a top notch site, but your visitor has difficulty reaching out to you to either pose a question, get more information, etc. you will most likely lose credibility and/or a potential lead or sale. You should think of this page as one of the most important on your site. Here are a few staples every Contact Us page should have…

– Besides offering the option to click on your Contact Us Page from the home page, it should be visible in the entire site navigation. Your visitors should have the opportunity to visit the Contact Us Page from every page on your site.
– Offer a variety of ways for visitors to reach you. Just a few to mention…

  1. Email, which can be multiple addresses based on the purpose of the inquiry. Some examples include: Info@ABC.com, Requestaquote@ABC.com, Customerservice@ABC.com, Techsupport@ABC.com and Billing@ABC.com.
  2. Phone and Fax (both toll free when possible)
  3. Online Forms
  4. Live Chat
  5. Map, Directions and Hours of Operation

On MoreVisibility’s Contact Us page, we offer a variety of ways to reach us, as well as clear cut action items for our visitors to take once they are there: Newsletter Sign-Up Option, Free Search Engine Visibility Report, Latest Blog Posts, as well as a Google Custom Search Feature. In addition, we have implemented an Add This Feature, which is a Social Bookmark & Feed Feeder Button. Please click here to view our Contact Us page.

Once again, the basic goal of your Contact Us Page???  To ensure that “getting in contact with you” is the absolute simplest thing for visitors to do!

 

April 2 2008

Does it really matter what page you send your website visitors to?

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The answer is unequivocally YES for a number of reasons. When you are running an online marketing initiative of any sort, you ought to utilize the most relevant page within your website to send your searchers to. This strategy holds true whether your site offers ecommerce functionality or is solely for lead generation purposes.

Think about when you click an online paid advertisement for something you need or want. Let’s use sneakers as an example. If you are automatically sent to a specific page within the site that offers the sneakers in a variety of styles, sizes, colors, etc. you are more likely to make a purchase than if you were sent to a more generic page. Searchers want immediate results and essentially to be spoon fed as much as possible. If you are investing money in a PPC effort, why not make it as easy as possible for a transaction to occur, rather than making a visitor work to find what they want? You also run the risk of losing the visitor all together. If the purpose of your site is to generate leads, it would behoove you to send visitors to the page which gives them a very specific action item. As an example, a form or whitepaper download page would make perfect sense to send visitors to.

Some additional suggestions to keep in mind with regard to Landing Pages:

  • Always ensure that your call to action is above the fold on your page. The call to action is truly the purpose of a landing page, which makes it essential for your searchers to easily see it.
  • Make your form page as short and sweet as possible. Searchers do not like to fill out an abundance of information. While there is certainly information you must have, try to keep it as focused as possible.
  • Try to avoid using flash or video. While a large percentage of online searchers are savvy, there are many who are not! If a page takes longer to load or has too many bells and whistles, you run the risk of paying for a visitor that never actually sees your products or services.
March 17 2008

The Weak Dollar Presents the Need to Expand Targeting Parameters

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As a Client Strategist, I am often the person that my clients go to for advice about their CPC campaigns and reaching their target audience. Recently, I have had several of my US based clients interested in targeting the Canadian market. Their interest stems from the struggling US economy and a desire to broaden their targeting parameters.

Unless you have been hiding under a rock for the past several months, you are aware that the US dollar is extremely weak right now. I am sure that many of you are experiencing the hole in your wallet while filling up your SUV and/or taking a trip to the grocery store. It seems that the cost of everything is increasing dramatically, while the US dollar decreases in value. Several businesses are feeling the effects of the weakened dollar and are desperate to market their product/service outside of the struggling US economy.

According to a recent article I read, the United States Department of Commerce released 2007 tourism figures that demonstrated how the weak US dollar is bringing more people from overseas to the United States, especially people from Europe. At the end of February, the Euro was trading above 1.5 dollars- which was an all time record. It seems that people who are coming from overseas are taking advantage of the weak US Dollar by buying property within the United States, going on shopping excursions, and traveling to different areas of the United States that they may not have traveled to before. I cannot blame them! The value of the Euro surpasses the Dollar, therefore resulting in more “Bang For Their Buck”, or in this instance their Euro.

Therefore, if you consider setting your target parameters to areas outside of the United States, Canada might seem like the next logical place due to the common language, but don’t forget about Europe. With the value of the Euro at a record high, it might be beneficial to reach this target audience, especially if you are a real estate or travel company. Some of the concerns one might face, could be: how a company from overseas will react to a US based company/product, how a US based company will handle the language barrier, and the ignorance about an international market in general. Although those are valid concerns, I think it is worth the effort to investigate the situation and evaluate expanding the target parameters. There are several people interested in coming over to the US right now for plenty of different reasons, such as the ones mentioned above. Capitalize on their interest and increase your sales revenue by testing and targeting different markets. You never know how it could work, until you try it!

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