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Title Tag & Meta Tags
Aim for high-quality, educational and/or
◦ If people like your message and its delivery,
they will naturally want to link to it.
Submit the website and blog to online
◦ A cost-efficient, easy way to start getting
inbound links to the website
Title: Seen at the top of a web browser, also the
main headline displayed in search engine results.
<title> FSA, HSA, HRA Software for Employee Benefits Plans –
(Company Name) </title>
Description: A concise subhead descriptor of the
<meta name="Description" content=“Employee benefits software,
administration services, and automated workflow assistance for Plan Service
Is everything to the user…
1. Is the site credible?
2. Is it trustworthy?
3. Is this a professional company?
4. Is this company stable?
5. Does the site make me feel welcome?
6. Am I in the right place?
Ask yourself ALL of these questions when
redesigning a website
◦ Try to make nothing jump out
◦ 2-4 colors max
Use animation, gadgets or media only if you need them to support
content or information
◦ Clear navigation structure, organize page elements in grid fashion (not
◦ White space – avoid clutter
Photos of Real People
outperform stock photos
Impact of Imagery
3. Relative Weight
I am a Happy Customer!
1. Keep structure simple, near the top of page
2. Include navigation in the footer
3. Use breadcrumbs > on > every > page
4. Keep the search box where it is
5. Links within page copy – keeper as well
◦ Consider HTML 5 instead
◦ The #1 reason we need to use viewport meta tags
◦ Helps with mobile device browsing as well
1. Will the user know what we do in seconds?
2. Do they know where they are & what it’s about?
3. Do they know what to do next?
4. Why should they do anything next? Why not someone else?
5. Do they know plans & pricing options?
Offer more than just product content
◦ Demos, free consultation, whitepapers, ebooks, videos, etc.
Write product-specific content to one person
◦ Sound human – speak the language
Help them solve their problems
◦ Avoid “we are the best” speak
Get to the point
Don’t make the user think
◦ Or guess…
Make transitions and conversions VERY easy
Add social share buttons to key areas
◦ Bottom of home page with footer navigation
◦ Near call-to-action prompts on product & landing pages
Your Site already does this well – just mix it up
◦ Imagery (including infographics)
◦ Audio (podcasts)
◦ Online utility tools
(Change of Status, demos, etc.)
Customer testimonials are key to credibility
Place real, short, and power ones of your site
◦ Real names, titles, pictures, logos, etc. when you can
◦ Rather than random placement on your page, consider placing them on
pages relevant to use
The more the better
◦ Make it part of your strategy to collect case studies & testimonials
Leverage other Channels
◦ Sites like Yelp are helpful in this venue
Make them bigger and bolder than page elements
Offer CTAs that provide value
◦ eBooks, Whitepapers, etc.
◦ Free Consultation
Make it Look clickable (hover element
Less is More
◦ Keep it as simple as possible
1. Place CTAs above AND below the fold
2. Studies suggest that, often, CTAs to the Right of
the page work better
3. Use “Thank You” pages for additional CTAs
1. Headline and (optional) Subhead
2. Brief description of the offer/CTA
3. At least one supporting image
4. (Optional) supporting elements such as testimonials and/or
5. Most importantly, form to capture leads / information
Limit to elements of previous slide + only what’s needed
NEVER use the Home Page
Remove main site navigation from landing page
◦ So visitors focus on message
◦ Only collect the information you need
Offer a newsletter subscription on your
Not all CTAs need to be big offers.
or mailing lists are the perfect way to
email addresses so you can nurture
over time to become leads.
Just make sure it’s
easy for people to find your subscription