Start, STOP Continue… is a series of guest blogs written by Yorkshire based experts sharing 3 key tips on what to Start, Stop & Continue to develop in this area.
Sharing their expertise in this issue is Helen Reynolds from York, a freelance website copywriter and founder of Ink Gardener Copywriting.
A self-confessed history geek, she helps profits bloom by writing fresh Google-friendly content for UK heritage, hospitality and small businesses. Helen has worked on the web since 1997 for organisations such as First Choice Holidays, the Lake District National Park, Durham Cathedral and Hadrian’s Wall Country.
Helen, when it comes to our web content what is the one thing we should start doing right now?
"Update it. Often it's the last thing on our To Do list. But Googling you is one of the first things a prospective customer does. Websites are as much a part of your ‘digital footprint’ as social media."
Updating words won't break the design
"Many of us aren't techies. So we might be nervous that we could 'break' the swishy design of our websites. But your website should be set up so that you can’t break the design or layout when you're updating the words within it.
Think of it like putting a new photo in a frame. You don’t pry it open with a screwdriver and re-glue it. You just update what’s inside. The same happens when you use a content management system such as WordPress."
Copy and paste is your friend
"If you're worried about typos, cut and paste the text into a Word document and run spellcheck first. But websites are so much easier to correct than a printed brochure. Plus if you update your website more often, Google notices that you're 'playing the game' and will reward you with higher rankings. So it’s a win-win!"
On the flip side, what should we STOP doing?
"Treating the website like it's for us. But we're already the experts. There are two audiences you need to be pitching to: future customers and search engine robots.
Too many business websites read more like a CV than an enticing online 'shop window'. About pages are often the second most popular page on a website. So it's important to make sure every page earns its keep with a subtle sales message."
It's not an online library
"Does your website feature every blog you've ever written? Case studies for services you no longer offer? Out of stock products? Search engine robots only have a limited time to spend indexing your website. So make sure they can get to the good stuff without being bogged down.
If you delete pages, just remember to set up redirects from the now defunct page name to somewhere more relevant. That way, someone following a link will land somewhere more helpful than Page Not Found. Just Google '301 redirects' to find out more."
Finally, what’s a valuable activity that we should continue doing or do more of?
"Sharing our testimonials and reviews online. If we don't blow our own trumpet, who will?"
The TripAdvisor Effect
"If I write 'I'm great at Search Engine Optimisation' you'll probably think "well you would say that, wouldn't you?" However if you read the review "Helen is great at SEO" – Jasmine Bloggs, you'll trust Jasmine's opinion. Even though you've never met her either. It's why we check out TripAdvisor before booking that hotel.
At the end of the day, people want to know you'll do what you say you will and you won't run off with their money. A review does this for you without sounding like you're bragging."
Reduce, re-use, recycle
"Reviews can come from anywhere. Maybe your LinkedIn profile has some wonderful testimonials? Or there's a review on Google My Business? Did someone say something complimentary on Twitter? For a funeral director client, I took extracts from thank you cards they'd received, using initials to preserve anonymity.
However Google hates rambling sentences. It won't distinguish between what you've written and a quote from a customer. So prune if you need to!"
Thank you, Helen, some great advice.
If you would like to find out more about Helen and her work, please take a look at
https://www.inkgardener.co.uk or follow her on Twitter @inkgardener. As well as SEO web content and navigation packages, she offers social media post batches and Website MOTs from £147.
