Crafting Your Website Framework!
SEO Rocket Webinar Series
Is your website costing you sales? Thinking of planning a new site or refreshing the one you have? Do you know WHAT you want to include on your site or even WHY? Knowing the questions you need to ask yourself to determine the most powerful elements is key to the success of any website.
We’ve all heard that a well-built website is essential for marketing. Yet, a well-tuned site plan still alludes many businesses. Your website can determine your authority amongst competitors and instill customer confidence to increase your conversion rate. But… it HAS to give your audience what they need to achieve both your goals and theirs.
Give yourself a solid plan by starting with the foundational pieces that are of absolute importance to your business’s online success. Now’s the time to start your 2021 marketing off on a strong footing with robust insight from Cathy Hofknecht, an experienced expert in the field of Web Design and Development!
- Cathy Hofknecht, Founder and Managing Partner of Neu Concepts – Teaches you how to strategically identify the necessary pages and elements your website requires for business growth
- Angela McAfee, SEO Rocket – Host and Coordinator
Read the Video Transcription here
Crafting Your Website Framework!
CRAFTING YOUR WEBSITE FRAMEWORK!
Angela McAfee, SEO Rocket:
Hi everyone. I’m Angela with SEO Rocket and we are starting here in just a minute. We’ve got about a minute before 11 o’clock hit so I know some of you are logging on and getting settled in to join us today. We’re certainly happy and excited to have you with us. I would just want to go over those housekeeping bits. First of all, welcome to crafting your website framework it here with Cathy Hofknechtof Neu Concepts and I will be with you today.
Everyone has joined in what they call a listen-only mode which some of you may be very familiar with that. If you joined us before that of course means that you are muted you can hear us, but we can’t hear you. However, we really want to get your questions and your Communication in so we would certainly love to hear that. I totally invite every single one of you to ask any questions you may have there’s a little question box in your control panel. So, please feel free anytime today during our hour together to type in your question and we’ll be happy to answer it at the end of the program in the presentation Cathy and I will be here to answer those questions. So certainly get those in for us. This is your opportunity to to ask the expert. So please do that and then of course stick around until the end to hear the answer to your question, right?
So we will be here to answer those. Looks like we’re almost at 11:00 and people are starting to log in so I’ll get started with everyone. Let me just
Let me get started here. So as you can see from her beautiful smiling face Cathy is with us here today for Crafting Your Website Framework. Cathy is with Neu Concepts and she’s joining the SEO Rocket team today to talk to you. We certainly appreciate her being here. So you’re marketing your website really does serve multiple purposes both for marketing and for sales, right?
It can educate, entertain, inform. It can you know generate leads which is what we want it to do. It can generate sales for your products and services which we tend to always want it to do it can even save you time through FAQ’s, calendaring, contact forms and all kinds of things of that nature. It serves multiple purposes, right? Your marketing goals grow from that because there’s always an end result that you’re working towards. We know this for both marketing sales.
Now, our good friend Abraham Lincoln. Remember him? We’ve been together with this guy for years, right? He always says give me six hours to chop down a tree and I will spend the first four sharpening the axe. Your website is your axe. Okay? It is a strength multiplier, meaning you can be the most talented, strongest Lumberjack or lumberjill in the world. But, if you have a dull axe you’re in trouble. You website is your axe. You can be a the most talented service provider. You have the most expertise to have the most incredible products in the world. But if your site isn’t speaking to the world in that way and letting them know that, they may never know. It will just be Word of Mouth which doesn’t help you grow your business at all.
We want a strong website that gives the best information possible out there and not only meets your goals but meets the goals of your the visitors that are coming to the site. So today we are going to sharpen the axe, right Cathy? Absolutely! Absolutely so Cathy is here to help you sharpen your axe and teach you and walk us all together through the process of what questions we need to ask ourselves. And you know, what we need to determine that we want from our site as we’re putting together a site plan. Whether it’s for a refresh or makeover, even a whole new site. Maybe you have an entirely new business or a sister business that is launching that needs its own website. You need to know the foundational pieces that you need to put in place when you’re making these plans. So Cathy with Neu Concepts who is here today, will help you. I have to say a couple of things about Cathy Hofknecht of Neu Concepts. They’re incredible. You can learn more information about them at NeuConcepts.net.
She has over 30 years’s experience and she leads an incredibly talented very strong web development team over there at Neu Concepts. When this idea came up for us as a webinar topic because it’s an FAQ. It’s a frequently Asked question that we get a lot. How do I know what to add to my website and what I put there and you know, how do I design it? How do I plan it? What, where do I even start thinking? You know, I instantly thought of Cathy and her team because we’ve worked with them for years and we refer business to each other and they’re very strong team.
She’ll be great at answering these questions and has awesome Insight. So please get those questions in once again because we love having those questions. I’m going to go ahead and Cathy if you’re ready and send you the screen. So now make you the presenter so that when you’re ready you can get started over there. While Cathy is coming up just to let you know. Yeah, we’re beginning to see your screen.
While she’s coming up. I have to tell y’all She has dug into her inner Warrior Woman today and is presenting to us with a with a bad back. So we are very much appreciate her. We were debating whether you know, this this could work or not. She has powered through and she is with us here today to Stand and Deliver – literally!
Cathy Hofknecht, Neu Concepts:
No problem standing is good.
So now are you guys seeing the slides? I want to make sure not seeing the slide sorter view here. Yeah, I can I can see your screen. And also I’m going to take my camera down so that’s not distracting for people. But yeah, I can see it. So you’re seeing the this slide presentation itself and I need do you need to remind me Angela how to I can minimize myself because I don’t need to see me.
You’ve been marked up for just cut your camera off and your control panel. So good morning everybody. And thank you Angela for inviting me to make this presentation today. It’s obviously a topic that’s near and dear to both of our hearts as we work with clients all the time who asked for assistance in creating new websites, and they want to expand their presence as you said and today, I’m not going to talk about how to build a website or any of those elements. This is really going to be your homework assignment. So no matter who you go talk to to build your site, if you have done your homework and you know what you want before you get there. It’s no different than if you decide you’re going to go have a new house built. You’re not going to go to a builder and say build me a house. Hopefully, you’re going to have an idea of what you want whether it’s “I want a two-story home and I want to master bath on a master bedroom on the first floor”. You’re going to have an idea in your head of exactly what you’re looking for. And it’s no different with your website. You need to really plan ahead so that you can build a site that your visitors are going to love.
So before we even get into some of the questions that you ask yourself, you know, we need to begin with the end in mind and this is all about your elevator pitch. I’m sure you’ve heard that term before. How would you describe your business to somebody if you had 5 minutes on the elevator and you were going up 10 floors? It doesn’t give you a lot of time.
So, you know, it’s very important to be able to answer some of the questions that I have in front of you here, so what is it that your company does? You know, that is a first fundamental question you need to answer. Who do you do it for? Who’s the audience? And why do they care? If you can answer those three questions, you’ve got a great start to being able to articulate what your business is about. Now the bonus question “What Makes You Different?”. It’s even better if you can articulate what is different about your business? That’s only going to help you further draw in your audience and make them see. Hey, why do I want to work with you instead of somebody else? That’s not always possible. Sometimes that’s a little harder to do. So again, that’s why I consider it a bonus question. So why do you want a new site? It’s important to really define your objective. Angela talked about this earlier and there’s lots of different answers in there may be more than one reason you want to add and you know create a new site. Maybe you want to add e-commerce capability. You know when covid hit a lot of people had to pivot with their business. Ecommerce was a big ask for a lot of people. Maybe you’re going through a rebrand and updated your logo. You’ve updated your messaging and your site just feels dated. It doesn’t reflect what you’re doing today. Perhaps your site isn’t as mobile-friendly as you would like it to be. Clearly more and more people are viewing sites from their mobile phone. So making sure that someone has a great experience when they’re visiting your site on a phone can be really important.
Oops, I’m going with my slides. This does it to me every time I have to be home. Give me a second because there is an option here. I think so that my slides don’t auto advance or I may just have to keep hiting the key. Anoother big reason you may want a new site is to get more leads. I mean, we’re all looking to grow our businesses. Maybe you want to launch a new product, you know, the answers the possible answers are endless and only you know what it is that you’re looking for. So this is probably the first fundamental question before you even go into you defining anything else.
It’s really important when creating a new site that you’re putting your audience first. We all very quickly fall into talking about our business in terms that makes sense to us and how we think about the business. But, we have to remember we’re speaking to visitors. They might speak a different language than we do. They might use the same words. So and we might have multiple different audiences who are visiting our site. It’s great to make a list. You’re not going to be all things for every audience, you know, we all have budgets and we all have, you know finite resources. So, you know again your answers might include “I’m trying to attract people who want to purchase IT Services” or “I’m looking to use my website, you know as a recruitment tool so candidates who might be looking for jobs.” “I’m trying to gain investors.” That might be another reason another audience for my site.
So once you’ve identified each of these audiences, it’s important to really make them into real people. It’s really in the abstract. It’s easy to forget that, you know, these are specific people with specific needs. We always recommend once you’ve looked at your list of different types of visitors that you prioritize them.
Who is the most important audience you know and in what order? Because you can’t have your site focus on everything simultaneous. There’s a primary audience who is going to get the Lion’s Share of attention particularly on your homepage. So when you’re thinking about your visitors, it’s really good to describe them in detail. If you can describe your demographic, maybe you’re dealing with elderly people who are not as computer savvy. Maybe you’re dealing with millennials.
And I am really struggling with the fact that my slides keep jumping ahead of me. I apologize for that.
What is the primary reason they’re visiting your site? What type of information are they looking for? So you want to do this for each of your audiences. Once you’ve done the first one you may discover that some of your other audiences are actually looking for the exact same information. So it really helps you narrow in on what sort of information you need to be providing.
It’s always a good idea to size up your competition know what you’re comparing against, know what people are seeing when they visit other sites. Because your goal here is to make your site one that you makes you stand out and when you’re looking at other people’s sites identify the good and the bad. You may discover that you know, a lot of your competitors have kind of lackluster sites, but that doesn’t mean you shouldn’t set your sights high. Your goal may be to crush the competition and just wow your audience.
In addition to looking at competitors, which can also help you identify how other people are talking about the products and services you offer. It’s also great to find inspiration in other places. This again goes back to you know, you’re going to design house. Your web designer can’t read your mind. So if there are certain sites that you are drawn to that, you know, you find attractive – make notes.
It’s about what you like. So for example here, you know on this First Oak site. Maybe it’s a matter of you’re really connecting that there’s this very personal image or it’s a really simple navigation. A site may have a really great use of video or the way they have organized their online store. Again, the answers are endless. When you’re identifying sites that you find interesting or that really inspire you it’s important to make notes so that your web designer will know what it is you like about that particular site. You don’t have to find sites where you love everything about them. As long as you can articulate “Hey, I really love the way this header looks but you know, I’m not so crazy about the fact that you know, it’s got a busy navigation.” That’s really going to help you a lot in the process of once you’re ready to meet with your chosen web designer to build out a new site.
So often people come to Angela and ourselves and like “I want a home” say “I want a site” or “I want product pages“ and I want this and I want that. They haven’t even begun to answer those first questions we talked about and now that we are looking at the actual site. This is where we really begin to dive in and we need to think about content.
Content is what’s going to drive everything. Once again, this content now should align with the types of visitors who are coming to your site. What are they looking for? What do they need? You know, if you’re trying to present your company as a great place to work, you know, you may need a section of the site that really shows off your culture and has great pictures of your office space. Or maybe it has that you don’t have an office space at all.And maybe it’s all about how your people telecommute.
This is an important exercise we use when we’re designing sites for folks. We always start once we’ve answered those other questions. This exercise of what are the the key elements of the home page and the other content pages. This helps us then create an initial site design for you. You’ll see how some of the elements that we talked about earlier really feed into this. Well, if I’ve already identified who might come, what I do, who I do it for and why it matters. It’s really going to help me have a working headline for the top of my page. And if I know what my visitors want to do, I can define key pathways. Maybe I want them to view a demo of the product. Maybe I want to be able to help them immediately choose the right product or set of services that they were interested in? Maybe I want to be presenting proof points so that my client can see who my other clients are or awards that I have received as a company. That’s always important and helpful because it gives credibility to your site. So we always encourage our clients to think about those sorts of elements as well and equally important throughout your entire site. Not just the home page.It is making sure you have adequate calls to action and relevant calls to action, you know, if you’re selling enterprise software, you know, the next step is probably not buy now. It might be schedule a demo, you know, it might be, you know in a different instance. It might be compare products.
So you really need to think about these and what you want people to do next the whole goal of the website is to bring your visitors along the journey through self-discovery so that they can begin to identify and see themselves, see how you meet their needs and then make that next step. So when you speak to them on the phone, they already at least have an understanding of “Yes, I know this company.” You know is has a product that makes sense for me. I mean how many times have all of us now with software as a service and it’s kind of a pet peeve of mine, you know, they have a one-page site and they want you to immediately sign up for you know a free online trial. Well, maybe I don’t want to take the time to download the software and sign up for a free trial and try to figure it out. Maybe I would much rather have a video presentation that walks me through some of the key points of how the software works and I don’t want it or have the time to download it. So again, these are all very important considerations and be on the homepage. We always like to break content into different types of content just because you know, it helps with the organizational structure. So perhaps you are dealing with you have products. So you’re going to have a bunch of pages that are about them.
You want to show your staff? So, you know you make the decision. I want to show my entire team or maybe I only want to show the management team, you know that you’re going to be posting news articles regularly or resource articles. You want to blog. You want to display case studies. So again, we like to segment these out because each of them also might have a different layout. We can help that’s going to help drive from a design perspective so we can make similar layouts for similar sorts of content throughout the site.
One of the things that is incredibly important with building a new site is that it is not a one-time exercise that I build my site and I’m done. Then, I walk away and now I don’t need to do anything for the next four years until I’m ready to do a new site. It’s extremely important. If you want to bring people back to your site then you’re constantly adding new content.
So and it’s also important in this comes back to your business and what your business is all about. That you plan and you think about future growth and you communicate that with your web design firm. So we have a client who dwells in the in the mental health care space and they know that over the course of the next couple of years they are going to be adding more offices. So by communicating that to me we could plan accordingly and make it really easy for them to add that content as new content became available.
So that’s the other piece of it. We always try to build sites where the content that’s going to need to be updated regularly is something that the client can do on their own if they like. If they want us to do it that’s fabulous, but we don’t want them to feel like “Gee I can’t do anything on my site by myself.“
So again some of the answers that you know, you might have is you know that you’re constantly gently expanding new products because you’re an online store. So you’re always going to have new products coming, you know, you you plan to expand and continue to do more case studies or resource articles or you know, that staff’s going to change over time and you’re going to want to be able to update people’s bios. So these are again some of the different types of content that you might be planning on updating on a regular basis and use the example here on the right is one that we did for Morrison and Forrestor. They are a law firm and it was a microsite we did for them talking about their initiative to help start up businesses, you know, in terms of formation funding expansion, going through IP. So we built this whole site around the idea that it was going to be a living breathing thing and organize the content so that people could easily find it’s different topics or find different topics without simply looking chronologically at whatever the most recent articles were. So that’s another important element as content grows. You want to make sure that it’s still easy for people to access and they can get to relevant content with search functionality or there’s you know, logical ways of categorizing information.
With all of this in hand now we get to the piece that again people often jump to first. You know, organizing that content or I shouldn’t say they don’t jump to first. They tell us all the content they want but now we want to organize that content and this really falls into the category of really defining our navigation. Making sure we’re focusing on the important items. You don’t want to have you know, 10 items in your primary navigation because people will not you know traverse that much.
You also want to make sure when you’re naming and your choosing names for your navigation that it’s a name that’s going to make sense to your visitor. Not to you just because you call something a treatment option your visitor may think of it as a service. So, you know, these are really important considerations and this is where we go back to as we’re doing this exercise. We can go back to the information we had defined earlier.
Who is our visitor? What are they looking for? What are the types of words they use? This is also important. I know a topic that I didn’t not going to speak to here is near and dear to Angela’s heart is, you know, organizing your content and understanding the words that people look for is really key to building an SEO strategy and a Content strategy for your site with navigation.
You know your primary navigation isn’t the only piece you have to work with. Oftentimes people will use secondary navigation that space right above your navigation. Maybe it’s a different color bar. That’s a great place, you know, if you know you want people to call you as a next step having that ability to find your phone number instantly is really important. You know, if you have it’s also a great place for if you have secondary audiences.
So again back to I mentioned this healthcare provider we have that we work with their primary audiences are people looking for mental health care providers. But, a secondary audience is Physicians who are referring people to their site. Well rather than putting that is part of the main navigation. We put it up above and had a little button for referring Physicians. So there’s a number of different ways that we can organize our secondary information.
And lastly don’t forget about the footer, you know, it’s great to go minimalist if you don’t have a lot to put in there, but it’s also a great place to kind of put a mini site map. You know, if you have things that you’re concerned, you know may not be obvious within your navigation without kind of clicking or clicking each element, you know, you may have products, or may list out the product categories underneath it. So again, lots of things you can do to help your user be able to navigate your site and find content and that’s really what this is. Also great ways to repeat your phone number and address if you have a physical location and it’s also a great place to add in your links to social media so that people have a way to connect with you beyond just your website.
One thing that’s you know as designers that we value and we think is really important is making an lasting impression. You want visitors to remember your site. There are just a million websites out there today and there are all these templates out there and all these, you know, simple little builder tools. The downside of that is that sights all start to look the same. So it’s really, you know, we’re trying to draw our visitors in to make the next step, either purchase a product or do business with our company. So there are many, many different ways. And this is something that a good web design firm can help you with to use different elements. We try to do things like adding unique background. You’ll notice on the screen on the right on this particular site. This is our site, you know, we have kind of these wavy lines that we use throughout. So we’re not just using you know, the same old solving color backgrounds. Also this sign is actually a good example as well. You know, we see these full-bleed images everywhere now that’s kind of a pretty standard element. So we went ahead and did something a little bit different. We decided to have you know, images bleeding off, you know, in some cases the left side of the page and other cases the right side of the page, so that it could create some visual interest. Motion is always a great element to add into the site provided that it is used to engage your audience and not just an effect for the sake of having an effect.
You know, if it helps bring someone down the page that’s you know, a perfect use of motion. Another thing that is really important again with all the clipart and stock photography and stock illustrations that are out there. If you have the budget, consider having some custom illustration work done or custom photography done specifically for your site, especially if you have a physical location, the last thing you want to do on your site is have a generic looking office, you know, take the time to have somebody come in and photograph your office. This can again really make your site stand out and different than all the rest and give people a true sense of what your company is all about.
Lastly and again incredibly important is prominent calls to action. You’re not building a new website just to have a pretty website clearly you want to attract new business or become a thought leader. So you want to have those calls to action so that your visitors are engaging with the site the site should not be this static. That thing that someone reads it is meant for people to engage with so that they can explore and they can take the next steps.
So and of course, you know that leads me to once you have built a site, another important thing your web developer should be doing is making sure you’re setting up all the metrics so that you can actually measure what you’ve done. I mean, that’s the beauty of the web and digital engagement. It’s we have things like Google analytics. We can look at all sorts of different metrics. How many visitors are coming to the site? How many visitors have purchased a product once they’ve come to the site? How much time are they spending on the page? Which pages are they spending very little time in completely leaving our site? You know what we call abandonment. If you have a shopping cart and you’re having people put stuff in the shopping cart, but then they never check out, you know, you can measure that. What are the most visited pages?
In Google analytics which you can get just a ton of information. It’s important to make sure you configure Google Analytics and again a good one building when you get to the point of actually building a site. Not only do you want someone who can create and build a site for you. It’s really valuable to partner with an SEO firm who can also help with all the analytics at the same time. The other sort of tool that is really valuable our heat map tools and you’ll notice on the image on the right hand side of my screen again that you see these little heat maps. So it gives you a sense for where people are clicking or where their eyes are resting. Crazy egg is one tool. That is a really nice tool that lets you see how people are navigating your site. It’s really wonderful too because if you have a really long page it can indicate for you that 50% of the people, made it what we call below the fold or beneath where you know, that’s this first initial content you have. You can kind of see the drop-off rate. So, you know, gee maybe I need to get more content up to the top because people just aren’t taking the time to go all the way down to the bottom or I need something that kind of shows what the next section is coming so they actually realize there’s more content on that particular page.
You should always be aiming to continually improve your site and build upon what you’ve created. I mean again, the beauty of digital tools is we don’t need to create something in, you know, then have to completely tear it apart to refine it. So these are all very important considerations. So, you know again, what I’ve tried to present here to you is largely the things you need to consider before you go to a web design for or an SEO firm or any sort of partner or your internal team.
Even if you’re going to build a website yourself, it’s about knowing who you are and knowing your audience. If you know those things and you can articulate that. Well, you are going to be so far ahead of the pack when you finish your site in terms of it achieving your goals. So that’s really the essence of what I wanted to cover today.
We will make this presentation available to you. Angela will speak to that because I highly recommend that you use this as homework before your next site redesign. It’s a process we use each and every time we build a site that we work through with our clients. And again, really the goal is to help focus your efforts so that you can build a site that your visitors are going to love.
Absolutely. Awesome. Thank you Cathy. That is fantastic. I’m going… Um, can you send the screen over to me real quick? Yeah, let me hit.
Okay, you’re right. This thing takes a moment to do its thing sometimes yeah little bit of latency to it. We’ve discovered you get we’re all you know, we’re all short patience these days.
But anyway, so that is a fantastic idea Cathy. Thank you so much. You’ve done a great job of rolling through this because these are all questions that we get asked.
Maybe you can see me now.
I can see you. Okay. Can you see my current slide questions? Yeah, everyone awesome. Okay. Fantastic. That’s where we want to be. Great. The technology is working. So any questions you have please feel free to put them in the chat box or the question box. I’d love to see them. Don’t be shy and while some that we’ve actually had a private one come in while we’re doing that. Yes. So Scott has asked will this presentation be available? Yes absolutely hundred percent if any of you want to revisit this incredible information or you want to share it with your marketing team or you know, your business partners or whomever. Feel free to do that. We’d love that it will be available. Today is Wednesday. So by Friday, we hope to have it up on our site SEORocket.com. We actually have a webinars page on our site so it will be there and you can revisit it at your leisure whenever you’re ready and also share it from there as well.
We have a YouTube channel too. So it’s on there. In fact, if you go to our YouTube channel and click the little bell icon, you can subscribe and all of the webinars and videos that we post will be sent to you automatically don’t have to go there to it, but it will be on our site and we will post it in our social media when it’s on there. So look for that if you want to share it or revisit this information.
Cathy because this is fantastic information. I think you obviously hit on everything that people need to think about because you know, it really is you know building a site isn’t simply vanity. It doesn’t or shouldn’t be simply vanity or just a brochure, you know, we all really want it to work for us and you know, bring us those sales and those lead. There’s always, kind of you know, as we say you have to slow down in order to speed up.
We always ask ourselves all these questions and I would caution all of you if you’re ever, you know, working with a developer or a marketing person who you know doesn’t ask you these questions and doesn’t want to learn. It’s really important to learn where you’re going and what’s most important to your business as you set those directions and the mapping of you know “Okay great. This is where we want to go. Now. How do we get there?”
It’s very important, to ask these questions even though it does slow. It does slow the process down, but you’re going to end up with a much better product as a result. Absolutely a hundred percent.
So we did have I’m looking over here. We did have a private question that was sent to me. ”I just want to be number one on Google.”
We get this a lot too! I’ll take this one. So I just want to be number one on Google. So we all do but I would suggest that you know, if that’s your if that’s your motive and that’s what you want that you should, like I just said actually just you know dig deeper. What’s the next question of why do I want this search ranking, you know? Why do I want to be number one> Presumably it’s to be found, but let’s dig deeper and think about this, you know, your site has like two main functions – visibility for your business and then conversion, for the growth of your business.
So, Google is a complicated search engine. And so these these questions these answers get complicated, but I would say on the visibility side, you have technical things like, you have your your SEO there and is your site secure and is it fast, you know, is it loading quickly? Is it mobile-friendly, does it respond? Well, if someone’s you know on a phone or a tablet or what have you other than just a desktop laptop those were things that are all important and go into your technical SEO bits and strategy planning.
Then on the conversion side, there is also your content as Cathy mentioned earlier about how this is really an ongoing process, it needs to be a living breathing site where you are constantly thinking about what your audience wants and needs. Their questions may have changed, you know, the questions people have now are very different from the questions people had 12-15 months ago, right? I mean they things have changed. I know we keep saying that but it’s true. That would have been true anyway, even if it weren’t for coronavirus. That would have happened anyway, just because we evolving and Technology changes. So, you know keep that in mind the depth and the breadth of your sight. Those are things that are going to help you with that number one ranking in Google.
Then also to the conversion factor? I do have to say because I will get fussed at if I don’t say this by my cohorts. But, there is really no number one in Google, you know, everyone’s search every user their search patterns are different. So a number one ranking in Google for me is going to be different from you. What you see as your number one will be different from my number one. And, you know number one is great, but two three four five six They’re awesome too. I mean getting on that first page should be mission one and then of course converting those. Asking yourself, I could go on forever on this, but asking yourself like what you know, what is important to your business to be found, you know, and why? Is it because something has a really long sales cycle or really short sale cycle or as I has a higher profit margin for you versus not or a has more competition for you versus not. Those are things you all need to consider when putting that SEO strategy in mind and building or adding on the breadth and depth of your site. To chase those visibility and those rankings. That’s a very long answer to that question. But it is what it is. It tends to have a long answer.
Anything else. Is there anything that you’d like to touch on Cathy that you haven’t had a chance to yet?
I don’t think so again, you know, the idea was to give you food for thought so that as you’re planning your thinking through these things because the website really is more than just throwing up some pages. I think what’s really important to a lot of what we talked about in terms of identifying your visitors and identifying your customers and what they need. That’s not only going to help you with your website. It’s going to help you with any of your marketing efforts for your business. So it really applies across the board. So even if you don’t have a website redesign in the works for this year, maybe some of this information will help you with email marketing efforts or some other promotional items or things you might be doing for your clients.
Yeah. Absolutely. I mean, they’re fantastic, you know, insightful questions to ask yourself and you know in many ways ask yourself regularly. Would suggest that to everyone to I mean, you know back to the whole it’s a living breathing ongoing thing. It really is. I mean, we ourselves, you know, just this week.
We launched a revision to our site a makeover to our site and then you know, we also do we also have the webinars on all the time and you have blogs and you have new products or services that maybe you’re rolling out or new FAQ’s. There’s always something new going on in your business and I would suggest everyone just think about how their customers are reacting to them and what kind of questions they have that are coming up. Always consider that fodder for consideration, you know for the site, you know for an ongoing evolution of the site is hard to do because I know some people just it’s very easy to let it lie, you know just one and done, build it and put it out there. It’s very easy to do that. But if you don’t you’re going to have an edge over your competition for sure.
One other point I want to make related to the Google number one question that which again is a very popular one we all hear when you’re initially building a site. You shouldn’t expect that overnight all of a sudden your Google rankings are going to pop up. Really the foundational goal is to build a site that has a solid SEO foundation. So you have the fundamental building blocks and structure that Google wants to see and how it’s going to traverse your site. So if you do that well and most good web developer should know how to do that. Well, then that’s where some of the measurement and seeing what visitors are engaging with will help drive “What’s the next piece of content I need? What else do I need to do?” So your SEO results aren’t going to come instantly. It’s more, think of it as building that solid foundation that you can build on. You wouldn’t want to build a house on quicksand. So you want to have the basic structure there so that it’s very easy to refine and continue to enhance your content to support your SEO efforts over time, right?
Absolutely. I couldn’t have said it any better myself Cathy. You nailed it. I mean really did and that’s why it’s always fantastic to have a collaboration with your web developer with your SEO agency with your marketing team. Whether it be or the owner of the business. Whoever that may be that’s leading those leading those initiatives, you know that collaboration and communication is so key to doing that. Having that ongoing process. Absolutely a hundred percent.
So speaking of ongoing processes, by the way, if you do need some content guidance, last month our webinar was on content so you can revisit that on SEO Rocket.com. Yes. I realize that’s a shameless plug but we get a lot of content questions too. So I want to bring that up. Also next month we will be talking about reviews. This is a very common question that we get especially for businesses that have a local focus or a product Focus. Reviews in Google are very important. It literally is your golden ticket. Okay, in many many ways and it’s one thing that we can – I’m not going to say influence because you don’t want to influence – but you do want to encourage feedback from your customers and for your own business processes. But, also especially if you’re doing a great job you want the world to know that.
Our webinar next month March 31st will be with Zane. He’s our Local SEO specialist and he’s going to talk about what you need to know about customer reviews. So this is why they’re so important and influential in both your rankings and once again your visibility and your conversions – your sales! Why it’s so important in both of those arenas and then also too. How to get those reviews. You know, we always say it’s a numbers game not everyone is going to give you a review. But, how to how to get those how to put that system and process into place to do that.
And then also too how do we respond to them? I mean people are really befuddled over that. You know, how do we how do we respond to these because there are good bad and even fake reviews out there, right? What do we do when we get one of each? How do we respond to that? So this this hour in March will help you walk you through all of that and explain all those situations and how you can respond to each.
I think it’s going to be well worth your one hour of time to find out what to do and what not to do to get yourself to keep yourself in good graces with both Google and your customer. Please join us for that. You can register for that now on our website. We’ll be posting that in our social media as well to remind you of it on March 31st it’s coming.
One more thing because since we are doing so fantastic on time that I did want to mention to everyone very briefly is we have – speaking of adding to your site or ongoing basis – we have and this will speak mostly to a local if you’re a business with a local Focus. We have a Google My Business checklist that walks you through all the things that you can have in your Google My Business profile. Things are things that you should take advantage of if at all possible because it’s free and it’s Google. Google very much loves itself. And we all want those rankings in Google as we’ve heard today. So we have a Google My Business checklist that we’re adding to the resources on our site as we ourselves add onto our site. In fact it is so new it is available to just the friends and family right now in our webinar circle. That it is not even on our site now, but it should be up this week.
If you’re interested in that Google My Business checklist. I want to encourage you to just shoot me an email at Angela at SEO Rocket.com and I will get that to you. That download will be up very soon, but we just don’t have it out yet, but I wanted to give you all a sneak peek that it’s coming and give you the opportunity to see it. Totally free and great information to have for those of you who are DIY’ng your Google My Business optimization. It’s an awesome resource there for you.
All right. I think I think that’s it for today. So thank you so much for joining Cathy. Thank you for being the warrior woman and powering through and joining us even though you had a bad back today. Many, many gold stars going out to you and my appreciation for sure. Thank you all for your time today. You know, we love it when you join us. We love your questions and we appreciate that too. So I have obviously an attitude of gratitude on that. Thank you so much. We will see you next month and on March 31st for the reviews webinar. For now we are signing out so Cathy and I are going to take our cameras down and sign out. Thanks, everyone. Bye!