How to write both brand-friendly and high-ranking online content

Julian Byrne - Monday, May 24, 2021


It’s easy for many online business owners to forget, at times, that it’s possible to compose content for their site that fits in with their brand image, while also helping them achieve strong search engine rankings. There really isn’t any big contradiction between those two objectives. 


In fact, written content is among the most powerful ways of getting your brand ‘up there’ in Google’s search engine result listings, and presenting your organisation in a manner that appeals to your target audience. So, let’s look at some of the ways to do just that. 


Ensure your content is unique 


Sure, when you’re seeking out ideas and inspiration for your online store’s content, you’re likely to encounter certain useful sources. But your content shouldn’t come across as if someone’s just rearranged whatever is written on Wikipedia about the subject at hand. 


Even worse is when someone simply directly copies and pastes content from elsewhere – an offence that Google typically punishes with heavy search ranking penalties. So, don’t – unless it’s specifically intended and framed as a direct quote from someone else. 


Uniqueness in your site’s written content will help your brand to stand out for the right reasons. 


Write to a high standard 


You might not have your old school teacher looking over your shoulder at your writing anymore, lecturing you about your spelling and grammar, but that doesn’t mean these things cease to be important. Instead, with your written copy, it will be your brand’s would-be customers who will be making the judgement – and possibly deciding whether to buy from you accordingly.

 

If you want to present the best possible brand image while maximising the chances of the search engines looking fondly upon you, it’s crucial to avoid typos, awkward phrasing, or even just information that is plain old wrong. 


Be guided by your brand image, not ‘marketing speak’ 


If you’re unsure why your organisation requires a strong brand voice at all when promoting itself online, the short answer is that it’s what will help set you apart from competitors. Your brand image – including your tone of voice – is one of the key factors that will tell the reader your organisation is the one they are hearing from, rather than any rival. 


So, don’t lapse into the usual cringe-worthy marketing clichés, if you can at all avoid it. Instead, ask yourself what your brand’s ‘voice’ truly is (formal and prestigious, or informal and offbeat?), and infuse your written content with it. 


Speak like a customer, rather than an insider 


Before you reach for that industry jargon you’re so used to using with co-workers, ask yourself: is your target audience for this web copy or blog post likely to immediately understand it? 


If not, consider what terms the actual target customer uses – not just so that they can understand you more clearly, but also so that you can maximise the chances of them finding you via Google in the first place. 


Be concise and ‘to the point’ 


While pages with a lot of text on them can certainly achieve strong Google rankings, this is attributable to the usefulness and relevance of the information on them, rather than ‘length for length’s sake’. 


The truth is, human users seeking out details about something will want those details quickly. They won’t want to have to sift through irrelevant and repetitive content to get there – so search engines will serve them the results that help ensure they don’t have to do so. 


Call or email the Piranha Designs team today, and we will be pleased to talk to you about how our search engine optimisation and other digital marketing services could ensure your brand makes the right impact – among both customers and the search engines – in 2021.  


3 potential issues with your ecommerce site that could sink its chances

Julian Byrne - Monday, May 10, 2021


3 potential issues with your ecommerce site that could sink its chances 


Sometimes, it’s not overly complicated things that deter prospective shoppers from actually hitting the ‘buy now’ link on an e-tail site. Often, it can be remarkably simple things, the overriding problem possibly being that the online business owner in question hasn’t properly thought about how to cater to the customer’s needs first. 


Then, there are the mistakes or oversights that can arise as a result of poor collaboration between designers, developers and those producing the content for your online store. 


So, let’s spotlight just three broad issues that commonly arise with ecommerce sites - and how to fix or avoid them altogether. 


The design being beautiful, but unpleasant to use 


You might think that putting together an e-tail portal is largely about the aesthetic, and it is. But too many online stores are beautiful in ways that do little or nothing for the user experience, or might even be detrimental to that user experience. 


No matter how breathtaking your online store may be at first glance, if the would-be shopper struggles to find the product they want, or information that helps them select the item best-suited to their needs, this will have a disastrous effect on your site’s conversions. 


The simple solution here is to never treat your site’s outward appearance as more important than its function. This needs to be key to your approach at every stage of the design and development process. 


The checkout stage putting up too many barriers 


It might seem a straightforward enough process to set up a good checkout process on your site - you just need to make it as quick and easy for the shopper as possible, right? 


Alas, there’s a real art to an online store getting its checkout process right, and too many online retail firms are still thinking in terms of the checkout pages of 10 or so years ago. They wrongly think that as long as the packaging and delivery costs displayed at the checkout stage aren’t too heavy, there won’t be much to deter the shopper from completing their purchase. 


But in reality, there’s more to think about these days. Is the list of accepted payment methods, for example, as in-depth as it ought to be in the 2020s, when people don’t always want to use a debit or credit card? Embracing the latest buy-now-pay-later and e-wallet solutions can go a long way to getting that sale over the line with as many customers as possible. 


Or perhaps you’re overwhelming the shopper at this crucial late stage, by asking for too much information, including details that aren’t needed in order to complete the purchase? Even just autofill and autocomplete being disabled can be very frustrating for those trying to buy on mobile. They might even simply give up. 


Pages loading too slowly 


It may be an ecommerce site problem that’s as old as the hills, but it’s one that still frequently gets overlooked at the time many online stores are launched. 


There has long been plenty of data indicating how damaging slow page loading times can be for a site’s chances. The BBC conducted research in 2016, for instance, that indicated each additional second it took a page to load cost it 10% of visitors. 


So, you can be sure that investing in making your ecommerce site lightning-quick will be rewarded when it comes to traffic, sales and your business’s bottom line. 


You don’t have to cut corners with your own firm’s website design, when you have the option of working with capable and seasoned professionals like those of Piranha Designs. Call or email us in Gibraltar, London, Edinburgh or Spain for a discussion of the solutions we can provide to support your business’s growth. 


Using more impactful headlines on your product pages can help you increase sales

Julian Byrne - Monday, May 10, 2021


Using more impactful headlines on your product pages can help you increase sales 


You might initially think it’s obvious what the “headline” is for a given product page on your e-tail site; surely, it’s just the actual name of the product? Well, actually, it isn’t – or at least, not necessarily. 


After all, there are quite a few reasons why you might not want to just stick with a product’s name for each of your product pages. For one thing, unless the product is exclusive to your store, you’ll almost certainly be competing in the search engine rankings with other stores offering the same item. And those rivals might be making the product available at a lower price. 


Even if the above aren’t factors, a compelling headline can be key to grabbing customers’ attention and instantly giving them a sense of why they might desire the product. 


At the time of this article being written, for example, Apple was showcasing various products on its homepage, with compelling titles such as – in the case of AirTags – “Lose your knack for losing things”, and for the Apple Watch, “The future of health is on your wrist.” 


There’s an art to writing a great product headline 


Of course, if you’re reading this, your brand presumably isn’t Apple. But even well-known brands often fall into classic traps when writing headline copy for their sites. 


They might use specialised jargon and acronyms, for instance, that non-specialists don’t immediately understand – thereby immediately narrowing their audience. Or they might focus too much on features of the product, and not enough on the real-world benefits such features would have for the person buying. 


The good news is that you don’t need an Apple-sized marketing budget to avoid oversights like the above with the headlines on your product pages and landing pages. It’s just a case of remembering, and applying, some simple principles. 


A good starting point when coming up with product headline copy is to imagine what you’d write if you were coming up with text for a blog post or even advertising billboard showcasing this product. What are the very first things you’d want to say? 


In devising potential headlines for the given product, ask yourself why the customer would need or want this product – what problems would the item solve for them? Consider, too, what features of the product will be most important for making the buyer’s life pleasanter or easier, bearing in mind what the actual target audience is likely to be. 


Contemplate, as well, what the true value of the product is to the purchaser. We recently touched on this very subject on the Piranha Designs blog, and it’s not just the price we’re referring to here, but also its functionality, durability and longevity. 


If your headline can help convince the would-be customer that this is a quality product that will bring value to their lives for a while to come, they’ll probably be prepared to buy it at a higher price than they otherwise would have been. 


We can assist with your brand’s all-round digital marketing 


There’s naturally a lot more to learn about how to craft product-page headlines that will actually convert. That includes making sure you use simple words, and getting straight to the point about the benefits that customers can expect from the given product. 


Here at Piranha Designs, though, we aren’t just about the optimisation of your on-site copy – we’re also firmly focused on providing the website design and other digital marketing services that most help brands like yours. 


Contact us now via phone or email to discuss the possibilities for how we could work together to allow your organisation to get more out of its online presence. 



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