August 18, 2014

Take a leaf out of Herman Charles Bosman’s book if your website is taking a snot klap

Herman Charles Bosman

Let’s just put it out there.

If y0u have a scrawny underfed, 20 – 30 page website, it will get a snot klap in the search engines. And, you’ll take a hit in sales.

To prevent your website from getting klapped there’s only one solution: Content.

I’m sure by now you’ve hear that ‘content is king’ and would like to murder the next content marketing expert that tells you so. Well don’t. Maybe it is time that me and you listened to these marketing experts.

I remember a Herman Charles Bosman story where a pastor gave exactly the same sermon every Sunday for weeks on end. One of the elders of the congregation finally approached him asked him if he knew he was giving the same sermon every Sunday. His answer went something like this (pulling this from memory). I will keep on giving it until they get it.

So, I suppose you will hear the same song from marketers until you get it. Get content and you’ll get clients. Or at the very least, you will improve your rankings on the search engines and build some kind of credibility for yourself and your company. Good CTAs (calls to action) and converting visitors to customers is another ball game altogether.

The 7 Warning Signs That Your Website Is Getting Klapped

There are a number of warning signs that will give you an indication that your website isn’t working because your content marketing is not up to scratch.

How do you know it is not working?

Easy – you’re not generating enough sales from your website!

  1. Bounce Rate – more than 50% of your visitors are only viewing one page for less than a minute and then leaving your website
  2. Length of Visit – your average visitor spends less than two minutes on your website
  3. Repeat Visitors – less than 20% of your visitors visit your website again
  4. Contact Us 1 – you get too few enquires for your products and services
  5. Contact Us 2 – you get too many of the wrong enquiries from tyre kickers that are never going to buy
  6. Newsletter – hardly anyone signs up to your newsletter (that is of course, if you even have a sign up button)
  7. Rankings – your primary keywords/phrases don’t rank in the Top 20 of Google

So, let’s unpack this:

  1. Bounce Rate – if you have a high bounce rate it means your keywords are too generic and you are attracting the wrong people to your website
  2. Length of Visit – if your visitors are not staying long it means that your content is not emotionally engaging or compelling enough to keep them interested
  3. Repeat Visitors – if you are not getting folks coming back to your website it means that you don’t regularly update your website with new compelling and relevant content
  4. Contact Us 1 – if you’re not getting enough enquires it is because you’re not getting enough qualified visitors to your website and/or your offer is not compelling enough
  5. Contact Us 2 – if you’re getting too many of the wrong enquiries it means that your keywords are too generic and attract the wrong target audience. I had a client who had the long-tail keyword “financial planning software” on his website. You would not believe how many enquires there were for help with “debt relief”. Also, if you have a product/service that is technical and you get lots of queries, it means that your FAQ are not answering the questions your audience needs answered. Thus they will email or phone their queries through – taking up valuable time from your staff
  6. Newsletter – if content or subject is unappealing or irrelevant to your target audience they won’t want to hear from you again
  7. Rankings – there are many reasons your keywords may not rank well.
  • For instance, too many other websites have the same keyword so it is highly competitive and you’re being penalised because you don’t have enough relevant content to warrant a high ranking.
  • Also, you don’t update your website regularly enough to bring the spider bots back.
  • And, your word count is too low on each page – you should be writing 300+ words a page that you want ranked
  • And, worst of all, it only has a scrawny 20 or 30 pages on it. Google likes a bit of meat on the bone … like 100+ pages

So, let’s all get writing and get our content marketing back on track. One article a week is good … one a day is better.

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