Writing Webpages That Convert
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Presentation for our Delicious Digital Breakfast seminar about Writing Webpages That Convert. Learn more about SEO, webpage structure and landingpages.
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Writing Webpages That Convert
- 1. We’re on a mission to give every donor a great online experience
- 2. We love the Not-for-Profit sector ✔ We consult ✔ We educate ✔ We research
- 3. Delicious Digital Writing Webpages That Convert 31st May 2016 Sydney 7th June 2016 Melbourne
- 4. Nice to meet you Shanelle Newton Clapham Consultant with more than 12 years experience in digital marketing & fundraising Author: Attracting Donors Online.
- 5. Imagine… What could you achieve if more people completed the desired goal?
- 6. What we’ll cover • How to write for humans and robots • SEO basics • What good web structure looks like • Landing page conversion (what you’re really here for, right?)
- 8. For every page of web content you create you have to decide Who are you writing for? You need to choose Converting people Getting people to your website
- 9. You need: • To attract people that are ready to convert • Keyword research + SEO landing pages • Advertising and marketing. Getting people to your website
- 10. Tick more boxes than your competitor • Google is a robot • Best result = top spot • 200 variables under consideration • One more box can make a difference. One simple SEO rule
- 11. Landing pages that: - capture data - accept payment. It’s people you have to convert
- 12. • SEO
- 13. Keyword Research • Identify what your audience is searching for • Prioritise your target keywords based on volume, relevancy and competition (likelihood to convert) • Identify gaps in your content that you need to fill. SEO Tools for keyword research: http://www.seotoolset.com/to ols/free_tools.html https://adwords.google.com/ ko/KeywordPlanner
- 14. Use your keyword on the webpage in: • Links • Buttons • Headings • Paragraphs • Captions • Alt tags What is the keyword for this page? http://wwf.panda.org/about_our_earth/deforestation/deforest ation_causes/illegal_logging/
- 15. Case study: Heart Research Institute http://wwf.panda.org/about_our_earth/deforestation/deforest ation_causes/illegal_logging/ Conversion rate 2.8%
- 17. Linking Google’s “spiders” crawl the internet, moving from one link to another. You must use keywords for your hyperlinks.
- 18. Linking Internal, External, Inbound Internal Linking External Linking Inbound Links Used to move people around your own site Used to direct visitors to other websites Links pointing to your website from 3rd parties Create contextual links through keywords Done to add value for the user Google views inbound links as recommendations You can use internal links to strategically grow your page rank SEO credit goes to site you point to Most important (& hardest) element in SEO
- 20. A normal content webpage 1. Body copy 2. Headings 3. Images 4. Calls to action 5. Mobile view.
- 21. 1. (key)Words on the page
- 22. 2. Headings
- 23. 3. Images
- 25. Call to action – buttons Use buttons: Nielsen: • 3D buttons work best • Buttons need to stand out from the text – don’t use coloured blocks around headings that are not clickable • People are used to rectangular buttons with rounded corners
- 26. Call to action – language
- 27. Landing pages
- 29. • Classic SEO landing page.
- 34. Case study: Plan International Australia Landing page – Step 1 Data Capture – Step 1 56% conversion rate
- 35. Landing page - Step 1
- 36. Landing page Step 1 - homepage
- 37. Landing Page Step 1 - homepage It can work for charities too.
- 39. Features & benefits landing page
- 43. Landing pages checklist 1. Make a great first Impression 2. Choose an image with impact 3. Simple layout 4. Strong & clear next step to take (call to action) 5. Maximum 5 data capture fields.
- 44. 1. What makes a great 1st impression?
- 45. Clear and easy to follow Bold Emotion
- 46. Convey your message in a glance
- 47. 2. Images with impact
- 48. 3. What landing page layout suits your purpose? Features & BenefitsStep 1Standard
- 49. 4. Clear call to action
- 50. 5. Data capture
- 51. Donation pages
- 55. 2.46% 7.22% Case study: The Wilderness Society
- 56. To write webpages that convert you need: ✔ Landing pages with call to action ✔ User friendly web structure ✔ Keywords for SEO
- 57. Questions?
- 58. Thank you very much
Editor's Notes
- http://wwf.panda.org/about_our_earth/deforestation/deforestation_causes/illegal_logging/
- Case Study from Jon Dawson, Digital Ninja’s http://www.hri.org.au/about-heart-disease/campaigns/heart-disease-information-pack a good example of how you can optimise campaigns to drive INSTANT uplifts in conversion Here's the overview: We launched a lead generation focused campaign for HRI with the objective of encouraging people to download a brochure that gave them information on the causes of heart disease along with an overview of some of the amazing research the scientists are involved in to help prevent, detect and treat heart disease We used a combination of channels to drive traffic to this page. The page was converting at around 2.8%. We noticed that a lot of the traffic hitting that page was the result of people searching for "heart disease cause" related information, the landing page didn't address this directly, whereas the downloadable book does talk to the "causes". We quickly set up this page. Spot the difference! That's right the only difference is the headline, it now DIRECTLY addresses the search term being used by the user. This new page now converts at a whopping 20%, now that's high! I know of a few businesses like Uber and Deliveroo who have used very similar techniques to sky rocket their conversion rates.
- http://www.hri.org.au/about-heart-disease/campaigns/how-is-heart-disease-caused/ Case Study from Jon Dawson, Digital Ninja’s a good example of how you can optimise campaigns to drive INSTANT uplifts in conversion Here's the overview: We launched a lead generation focused campaign for HRI with the objective of encouraging people to download a brochure that gave them information on the causes of heart disease along with an overview of some of the amazing research the scientists are involved in to help prevent, detect and treat heart disease We used a combination of channels to drive traffic to: http://www.hri.org.au/about-heart-disease/campaigns/heart-disease-information-pack The page was converting at around 2.8%. We noticed that a lot of the traffic hitting that page was the result of people searching for "heart disease cause" related information, the landing page didn't address this directly, whereas the downloadable book does talk to the "causes". We quickly set up: http://www.hri.org.au/about-heart-disease/campaigns/how-is-heart-disease-caused/ Spot the difference! That's right the only difference is the headline, it now DIRECTLY addresses the search term being used by the user. This new page now converts at a whopping 20%, now that's high! I know of a few businesses like Uber and Deliveroo who have used very similar techniques to sky rocket their conversion rates.
- http://www.wateraid.org/au/what-we-do/the-crisis/water
- http://www.knowyourbestfriend.com/ to rule out puppy factory. Blocks with images and copy give page nice structure. Campaign from Animals australia.
- www.birdlife.org.au
- Variety Lock the Gate The Wilderness Society Camp Quality Plan Starlight Children’s Foundation ChildFund
- http://www.appliancerepairssydney.com.au/maroubra
- http://www.amnesty.org.au/action/action/41712/
- https://earthhour.org.au/Climate-Plan-Now/ 26 May 16
- https://www.acf.org.au/
- 990 Page sessions – LP http://www.becauseiamagirl.com.au/day2 557 petitions signed – Dogooder http://planinternational.good.do/girlsrights/emailjuliebishop/ 56% conversion rate
- https://www.biggestmorningtea.com.au/
- http://realmenwearpink.org.au/?utm_source=google&utm_medium=cpc&utm_campaign=rmwpgn&gclid=CLCa95y_8cwCFVh6vQodddcFPQ
- http://www.parachutedigitalmarketing.com.au/our-services-are-digital-adventures/acquiring-new-donors-online/
- www.compassion.com.au
- https://www.missionaustralia.com.au/homelessness-an-eye-opener-5
- www.compassion.com.au
- www.takethepledge.com.au www.amnesty.org.au
- http://www.1millionwomen.com.au/carbon-challenge/
- https://www.missionaustralia.com.au/helpthiswinter
- 1 Jan to 25 May 2016