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The Four Pillars Of An Online Strategy | Creative Juices Podcast | #1

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Without a strategy for your online presence, you will be left in the dark. We give you our four pillars of effective online strategies; UX, Conversion Optimization, Online Visibility, and Performance & Security.

What’s In This Episode?

  • The problem with online strategy (1:07)
  • #1: Performance & Security (2:30)
  • #2: User Experience (8:12)
  • #3: Conversion Optimisation (16:56)
  • #4: Online Visibility (26:13)
  • Some Actionable Tips (37:02)

Mentioned Resources

GT Metrix
HTTPS Certificate (You can get this from your host)
Unsplash Stock Images
Six Steps To Optimise Your Images
Tidio Live Chat
BLOG: Your Live Chat Could Be Losing Your Leads
10 Ways Blogging Can Benefit Your Business
Google Ads
Test Your Site For Free!

The Transcript

The Transcript

Josh: Start a new social media campaign, design a new website. We all want our website and online efforts to work for us, but how do we know what method or effort is right for me at this time?

On this episode we dig a bit deeper beyond the specifics and we look at the four pillars that should guide your entire online strategy.

Welcome to Creative Juices the show where we help you feel personally confident about your online presence. I’m your host Josh and today I’m joined by the chieftain Julz and the third musketeer Em and I feel like we should change around the number of Musketeers. I’ll be third musketeer next week and so today, I mean we’re so excited.  This is Episode One of the Creative Juices podcast and we do have an Episode Zero and so, in Episode Zero we talk a little bit about who we are, our journey and so if you want to hear more about us just head back to Episode Zero. But today we are diving a little bit deeper and here’s the issue.

All that we hear from clients is that they heard from someone, who heard from someone, that I need a new website or I need to run ads on social media or I need to do this thing called SEO and all of these things are good things but without an underlying strategy that guides you online, then all we’re left with are hundreds of these opportunities without any reasoning of why we should even pursue those opportunities. So, all that we have is “oh I just heard about it online”. And so us at Creative Juices we’ve had to look a little bit deeper into strategy, and in the underlying reasons, and why we should pursue certain efforts online, and why we should pursue certain methods ends and we’ve actually uncovered and landed on these four pillars of online strategy and so we’re going to give to you for free the four pillars of online strategy that can guide your entire online efforts in those four pillars. We’ll get right into it!

Those four pillars are number one performance and security, number two user experience, three conversion optimization and four SEO or online visibility and there’s no particular order or rhyme or reason to all of these. They’re all interconnected, actually and so let’s chat a little bit about the first one, performance and security. Julz you’re the genius in all of this tell us a little bit about performance and security.

Julz:  It’s been years of testing and measuring everything and so I mean when I started out, I didn’t actually think about performance. It was probably one of the last things, like for a guy who’s a graphic designer and that became very evident when my host called me up and says “Julz these websites that you’re building are incredibly slow and they’re putting extreme pressure on my precious resources of my host can you please fix them? and so that kind of led me down this absolute rabbit hole to find out and source the absolute best way of building websites for that reason, because ultimately if the websites are not performing well, then it’s not delivering a great user experience and which ultimately affects conversion which actually ultimately affects Google and SEO rankings as well. So, it’s foundational.

Josh: There’s the example of them all being interlinked.

Julz: Absolutely everything is connected and so from my perspective now I start with that foundation. So, I go at a website looking at it, assessing where does it currently sit, what’s it sort of done, what’s it doing in terms of its page speed and its service fees and things like that and there’s so many different factors that affect that from you know from G zip compression and JavaScript and all the things that make up a website….

 

Josh: and all those things that no one actually knows.

 

Julz: Yeah, really technical geeky terms but yes, at the end of the day they all need to be up to scratch and if they’re not then like we said, it affects everything.

 

So even before the scripts and whatever is on your website it’s about who is hosting your website and where is that host and I do they have a good reputation? All of that.

 

Josh: And so you mentioned like the importance of the speed of a site.

 

Julz: Yeah.

 

Josh: And so you mentioned that it’s affected by its service fee, your server and your host and all of that but I’m interested just for a little fun fact, what’s the benchmark that we should be aiming for when it comes to site speeds?

 

Julz: Benchmark? Well I mean it’s getting lower as you know. Technology is progressing and people are getting far more impatient. The general sort of benchmark for a sort of informational website that doesn’t have a huge amount, you’re wanting to be somewhere between one and three seconds load time.

 

So you know, that’s pretty quick I mean most of the websites that actually come our way you’re looking at one even on my screen right now load time is 16 and a half seconds and there’s not much on that website. So….

 

Josh: And that’s the average website we’ve come across.

 

Julz: Yeah it is, exactly.

 

Josh: Okay, here’s another question, what’s the longest load time you’ve ever seen?

 

Julz: It was actually a recipe website and these recipes, I find that they just want to absolutely jam-pack their web sites with ads and all sorts of things that are pulling from all sorts of different servers and I think the load time from memory was about 28 seconds, and I just sat there because you know I was curious to sort of see how long is this actually going to take and I’m not sure that the spinning wheel of death actually stopped but that’s what our metrics are tested at 28 seconds blow time.

 

Josh: Okay, yeah, awesome and so at the end of this episode we’ll actually share a little bit about a little tool of how you can find out about that, your website load time, and all of that information. But the other part of the performance and security is security, so talk to us about security.

 

Julz: Yeah, so the interesting thing with security is that probably not many people thought about it back in the day, but and especially Google was more lax on it and so now it’s actually become part of Google’s ranking factors. So, if your site isn’t secure, doesn’t have a SSL certificate or the little lock on the top of your file and that’s kind of indicating that your site may not be secure and it could play, could have impact on your rankings and beyond that. I mean I’ve had so many websites come my way where it’s quite simple just be hacked and you know these sites have gone down, lots of spam. If you’re getting lots of spam, it’s generally an indicator that yeah there’s an issue or a compromising part of your website and you’ll need to take a look at that. So yeah, in terms of ranking yes but also in terms of peace of mind and not getting blacklisted I suppose. And keeping Google happy because you know that’s one of the big goals.

 

Josh: Because your website’s on Google.

 

Yeah so that’s the first pillar. Performance in security and the second one which although they’re all interlinked, this one is very important just like them all and that is user experience or in our world UX, you are like what does that even mean and say we’re at the point where we’re walking through like real life and saying in calling customer experience UX, user experience and so the very first thing about your user experience is professional web design. And so many times we see web sites created just to look good, which is a good thing and you need good design for good user experience. But generally when we search for that originality we’ve found that the foundations of a good website actually gets lost in the beauty, in the art of the site, but before we go I have just a few a few little stats about a good web design and the first thing’s about first impressions.

 

The statistics say that a consumer judges your entire business by what they see in the first three seconds!

 

Julz: Wow!

 

Josh: Amazing, three seconds! And I’ll tell you something even crazier. Google AI released a journal suggesting that when it comes to your website the first impression is made within 50 milliseconds! That is point zero five seconds guys, my brain doesn’t even work that fast! But crazy!

 

Julz: First impressions they always last you know.

 

Josh: Yeah first impressions… and so user experience.  What’s your approach when it comes to user experience, and websites in particular?

 

Julz: Well I guess my approach has kind of transformed over a while. Obviously, I talked about the design side of things but it’s really getting back to maybe even more the psychology behind it, how people operate and what sort of makes them tick and what are they going to respond to and you know is this website, easy to navigate? Is it, you know, well obviously easy on the eye? Does it look great because if it looks great, I mean we’ve all landed on those websites where it’s like “Oh what happened here? This looks like it was built back in 1986!”, or something…

 

Josh: Like Comic Sans…

 

Julz: Yeah. We got H ones in the footer and you know, titles and everything everywhere. So yeah, obviously design is a major factor in UX, but it just sort of taken a bit of a backseat to what do I really want my user to do and how can I gear my website towards that?  As in I mean there’s also started verge on conversion optimization but it’s really going, putting yourself in the users shoes and going what is this experience for them really gonna be like?  So, if you find yourself on your website and you’re clicking through and you’re getting frustrated imagine what it’s like for the average person who doesn’t, who’s that the first time landing on your website and they don’t even know anything about it?

 

Josh: So, if I land on a physio page after searching for a local physio. I don’t want to download a free ebook!

 

Julz: No!

 

Josh: I want to book in an appointment with a physio.

 

Julz: Exactly.

 

Josh: And so, I was thinking about that kind of experience which then also verges on SEO, because Google loves how users interact with your website. One of the biggest measuring factors that Google uses is dwell time. If a user’s stance stays on your page then Google’s going to go well this is relevant to this person, which comes down to your copy and titles and all of that to make it clear that the user who’s on this page this is for you.

 

Julz: Yeah, for sure and I think on that as well, it’s thinking about the journey that you want your users to go on. So, for instance like that physio example that you landed on when that person gets to your page, the first thing that you wanted to do there, be curious. They want information first that you are kind of building trust a little bit at this point. So you want to position yourself as an authority in the space and that you actually know what you’re talking about because if you jump too strong in there straightaway and come off too strong then they’re gonna be turned off a little bit.  So, whether that say they land and there’s a headline which is obviously physiotherapy and you know a blurb about it and maybe even a video, some testimonies things like that, it’s all contributing to that that user journey. So even on like a top-level menu, when I think about say a physio site, for instance, I’m going from left to right, what are they actually looking for?  They’ve landed on your website because they have a problem, but first they might want to know a little bit about you, so you’ve got your about and we’ve got the problems things that you know, that affect them, sore muscles or whatever.  And then it’s the services that you offer which is the solution. And then you might have some resources. A blog, things that they can download, maybe even before that could be locations so where can I find this person, so I’ve got my problem they’ve got the solution where can I find them and then some form of contact.

Josh: Thinking about that journey.

 

Em: I really think as well, user experience is about how intuitive your website is to use. So, someone hits your site and they’ve never been there before. Can they get around it? You don’t want to have to learn how to use a website. You should already know because you’ve been on the internet before. There’s conventions in websites that it’s just best to stick to and it makes it easier for users to get around. Things like, you know that the logo is going to take you back to the homepage, or you know that the three little bars in the top corner is the menu, things like that.

 

Josh: And then there’s a few other things when it comes to user experience just to list them off, make sure that there’s a custom 404 page which is later if you go to a URL lens they don’t have a page for it then it’s instead of just showing up a blank page and then the user goes true dead end yeah like what I do now yeah custom 404 page the stock imagery is massive, if people land on a let’s say restaurants page they want to see pictures of your actual burgers, otherwise they’ll turn up like I did the other week…. and the burger looks nothing,  nothing…..

 

Julz: Expectation versus reality!

 

Josh: Exactly! So they want to see real people experiencing your service or your product.

 

Julz: Yeah we do you think encouraging our clients like I don’t think, well even with if you’re on a low budget you know we’ve got one client that’s going to take some shots of some thongs or jangles depending on where you’re from and I say look you know chuck it on to portrait mode and go out there with your iPhone because the quality cameras and you can use them easily for creating decent images for your own website probably on that again performance if you’re taking photos and you upload a 3 megabyte 4 megabyte photo to your website your page is gonna load very slowly I can promise you now…

 

Josh: Which will result in a bad user experience…

 

Julz: So interlinked again! Make sure that your page with your images are optimized and uploaded properly.

 

Josh: Yeah and just the same as the imagery should reflect your service and what you can offer, so should your branding. So that comes down to some major changes possibly when it comes to the name of your business, also the logo. Is it clear through the logo and the name of your business? Is it clear what you can actually offer? It’s those acronyms that stand for something, but no one actually knows what they stand for, probably the greatest example of something that I have no idea what that branding means. So that’s on user experience again, they’re all interlinked but that leads to the next pillar which is conversion optimization. You have conversion optimization and again it’s like that next step in how can we optimize a website or a campaign or any online effort? How can we optimize that in a way that will result in users knowing what the next step is because they’ve come to your website wanting something how do they get that?

Em: I think a big part of conversion optimization is building trust with your potential customers and that can be done through a range of things on your website. Things like showing your awards or showing accreditations if you’re a health professional, showing that you’ve been through training or you’re accredited with this place or that place, things like that build trust with users and also reviews are a really big one in building trust. A lot of the time if there’s no reviews I’m not going to buy a product or I might not use a business because I don’t really know, I can’t really trust what that service will be like.

 

Josh: It’s like walking down the street seeing a restaurant that’s empty next to a restaurant that’s full. I’m going to go to the restaurant that’s full!

 

Julz: Yeah, every time!

 

Josh: I’m going to buy from a shop that has lots of reviews!

 

Julz: Yeah, like I know that it can be a bit of a controversial topic. Some industries can’t actually put reviews on their sites and things like that. So, in that case, and in terms of building trust and things like that, it could be your awards you know showing that you are that industry leader and things like that.

 

Josh: Yeah and just a little stat on all of those trust factors, nearly 95 percent of shoppers read online reviews before making a purchase. That comes from the Spiegel Research Centre. Absolutely crazy! How important are these trust factors and so whatever you can put on your site or what in your copy of your ads or campaigns that can actually build trust is so important.

 

Julz: And then again coming back to the security thing. If your site doesn’t have that lock on it as so many people jump off it because they don’t want to compromise their computer. So, it’s building trust within a game from even a technical perspective.

 

Josh: Most browsers even don’t trust sometimes. Sometimes they won’t go onto that website.

 

Em: Even the small thing of having your contact details in the header or the footer of your website, that’s a huge thing. Like sometimes I might be wanting to shop online but I want to know if there’s an actual person at the end of this website that I can contact if I have any issues. So if I go to the contact page and there’s no physical address or phone number or email if it’s just fill out a form, then that alerts me a lot.

 

Josh: Yeah crazy! And it’s the same as like live-chat as well.

 

Julz: For sure!

 

Josh: When you go onto a website, see a live chat it’s so much trust to theirs particularly if it’s a person’s face. There’s some crazy stats about live chat when it comes to conversions right? Do you remember them off the top of your head?

Julz: It’s nuts.  I mean from memory I think we’re looking at about when a person engages with somebody on online chat the conversion rate is sitting at around about 68 percent.

 

Josh: Wow!

 

Julz: So, you know if you can get that live chat on there, again coming back to performance, live chat will actually slow down your site but in terms of what we want the site to do, which is make money for you, most of the time it’s almost like you can’t afford not to have a live chat. Well I mean after months and months of testing different live chats, I found the one that I prefer, and we’ll probably chat about that a little bit later but yeah it’s huge, a huge opportunity and again building that trust and leading into that ultimate conversion.

 

Josh: Yeah, because as you mentioned it’s all about the conversion.

 

Julz: Yeah whatever that looks like.

 

Em: Another simple one you just mentioned before Josh, is having a photo, putting a face to a name on a website. Yeah, you’re not just a ‘bot’ you’re a person with your name that’s just something really simple that I think helps build trust.

 

Josh: Yeah most definitely and so it’s under the heading or pillar of conversion optimization and there’s a few other things that you can use to optimize those next steps, making it very clear about what that conversion is, or what you want your user to do. What are some of those other things?

 

Julz: You’d be looking at, well that the ultimate sort of next step is if a person has been pushed to your homepage you want to have that strong USP. You know that ultimate kind of value proposition some people call it. It’s sort of explaining who you are and what you offer. It’s the value, you know, what are you bringing to that customer and what do you want them to do next.  Call-to-action buttons and things like that. You’ve got some pretty crazy stats on that, the call-to-action buttons I need Josh.

 

Josh: Yeah. The website home pages with a single call to action increases clicks by three hundred and seventy one percent, in sales by one thousand six hundred and seventeen percent.

 

Julz: I could do with that!

Josh: …compared to home pages without call to actions. And so without clear call to actions and so having those call to actions and this crazy stats about making your call to actions literal buttons, like they look like buttons, it increases conversion rates by like six hundred percent. And so there’s little things like that but you need to make sure like what is that call to action? And is it written in a way is it presented in a way that actually compels me, the user, to want to convert, I guess or to want to purchase that service or product?

 

Julz: Yeah and don’t be shy from, you know, being strong in that sense. Some people, some people struggle with the ‘salesy’ side of things and so it’s okay to go buy now or book online or do this quite directly. Taking a sort of a passive approach about learn more, I mean it doesn’t really entice me it’s not like….

 

Josh: I don’t want to learn more. I want to book!

 

Julz:  Yeah and nine times out of ten, people have been searching for something specific. They kind of know what they want, particularly if you’ve been doing social advertising and things like that. They’ve checked you out. They probably know quite a bit more about you than you realize and nine times out of ten they’re ready to take that next step.

 

Josh: Yeah and a salesy kind of call to action that says book now when that is paired with those relevant trust factors and with reviews, with copy that’s warm and engaging, and hey we actually care for you it’s not just about the bottom line. When it’s paired with stuff like that users are fine with clicking that.

 

Julz: Yeah and so even from like a the content perspective as well your conversion might not necessarily be a book now or something like that because Em, you’re a blogger right so your conversion looks technically different to, you know somebody in retail.

 

Em: Yes, for sure. It can be it can be anything really. It can be joining a mail list, it can be following you on socials, whatever you want your conversion to be, you can include that on your website. So, it just really depends what your business is or what your website is and what you want your main call to action to be.

 

Josh: Yeah most definitely and you mentioned about socials just before and another aspect of conversion optimisation, before we head on to the next pillar, it’s just making it clear that you can share content from your website or from your whatever platform it is to social media, to be able to make it easy to convert, make it easy for people to share to social media, because that may be the conversion. If you’re a blogger, to increase your reach you know the other thing is making it easy to share, as shares on socials will result in more traffic to your website, which will result in more conversions.

 

Julz: Yeah like Em on her website Dossier Blog, she’s got a floating social media share button on her page and I know the particular button plugin that we use, it gives you all of these stats and things so you can actually find out who has shared what posts to what platform the most, based on their clicks that they are there they’re doing. So, it gets pretty deep. If you want to, I mean, that easily goes in and then out of that you can go, right well maybe I was focusing my budget too much on Facebook, but I’m noticing that most people are actually sharing to Pinterest, so I’m going to redistribute my budget to Pinterest, because that’s where most of my audience is sitting.

 

Josh: Yeah, most definitely. Which then borders on to our next pillar which is about online visibility and SEO.  And so one of the biggest things about SEO and online visibility is, first of all, SEO – search engine optimization, and so you want your website or you want your content to be optimized for search engines like Google to be able to rank. In one of the biggest things of SEO and online visibility is just the ongoing content. Just a few stats, because that’s what we do, websites that blog have a four hundred and thirty-four percent chance of being ranked higher on Google. On average companies with blogs produce 67% more leads per month than those without blogs. Over 60% of US, yes it’s US but it’s a very common element, over 60% of US online consumers have made purchases based on blog content recommendations. In particular, that’s talking about blogs but this is all kinds of content across whether it’s short form on Facebook whether it’s on Twitter or long form on Pinterest or Instagram it’s just content. And so you Em, you’re in that blogging world and you pump out content regularly, so tell us a little bit of your approach to content and why that’s so important.

 

Em: Yeah, blogging is huge and what I love about it is that you don’t have to be a blogger to blog you can have a business or whatever your website is it’s so easy to implement a blog and see results.  So, I like to think of each page on a website as a doorway that someone could enter your website through, so if you’re regularly adding new blog posts that’s a new doorway that someone could find your website through. So, let’s say you might have, maybe half a dozen main pages on your website that could be your homepage, about page, services, your contact. If you’re regularly blogging then you just exponentially increase the opportunity for people to find your website and like you mentioned before Josh the stats on blogging and finding websites in Google is huge.

 

Julz: Yeah and the other aspect of that is that if you’re regularly posting then Google’s going this person is active on your site and we can see that they’ve got upkeep you know they’re interested in investing into it and so we’re going help them as well. We’re recognizing them, they’re on our radar.

 

Em: Yeah it shows Google that your site isn’t stale, that you’re maintaining it, you’re keeping it fresh and up-to-date with new content. They look at that and go, oh this person’s maintaining their site. Their information is probably more relevant than a site that hasn’t been touched in the past six months or a year.

 

Josh: Yeah and one of Google’s guiding principles is to be able to provide relevant content to users. It’s their whole goal. So, if there’s relevant content for users then they’re going to show it and so there are a few technical things when it comes to SEO that shows Google that hey this is relevant tell us a little bit about that.

 

Em: Yes, so like we’ve been saying all along everything’s really interlinked with your website and that’s huge with SEO as well. So there’s technical SEO which there’s actually altogether, Google takes into consideration over 200 factors for ranking, so a huge section of that is technical SEO. We’ve already talked about things like page speed and security.  There are the things that you might not think about, but they really do impact how well you can rank in Google. So Google is really looking to not just serve up the best information but also the best user experience which includes page speeds so a page that has a loading time of 10 seconds probably isn’t going to be number one on Google.

 

Josh: Yeah, most definitely…

 

Julz: …unless they’ve paid heaps of money for it….

 

 

 

Josh: Which is part of the online possibility and SEO filler…

 

Julz: Which you know a lot about…

 

Josh:  Yeah which is the which is Google Ads, Facebook Ads just the paid SEO version of. Just a few stats on Google ads, 87% of people say that there are more ads today than two years ago. Would you agree?

 

Julz: Yes, most definitely.

 

Josh: But 91% of people say that ads are more intrusive today than two years ago.

 

Em: Absolutely!

 

Josh: Absolutely! And so this comes back to the whole SEO focus of its it’s about Google going hey this is relevant to the user. The user doesn’t want to see content that’s just going hey buy this, buy this, buy this, buy this. Now I’m not even interested in that whatsoever and so Google ads and Facebook ads and paid advertising can be really, really, powerful in terms of what you can leverage and in terms of who you can reach.

 

 

The targeting through that is insane and so the whole look of a Google or Facebook ad campaign is, there’s the campaigns there’s AB sets and then those keywords. nd so the keywords is super, super important to SEO wired, in that Google uses keywords to determine what content is relevant and so that applies to your content like your blogs

 

Julz: Yeah or your organic content

 

Josh: Yeah, your organic content but also comes down to your paid content as well. In just a few awesome incredible perks of paying for like ads and paid SEO is that it is the targeting aspect of it. While organic SEO relies on organic searches and people stumbling across and you can definitely rank higher for certain searches, paid SEO is like the short-term option of organic SEO. And so the short term SEO is paid and so what you can do is you can go hey this is who I want to target, these people I know would be interested in my content and then you can just pay and the awesome thing about paid ads is that you can throw money at it but it’s not a waste if it works well.

 

Julz: Yeah absolutely!

 

Josh: Because let’s say you throw $500 bucks at a Google ad and then you make another thousand dollars-worth back from that in terms of sales or clients it’s just free money pretty much so that’s massive!

 

Em: And you can scale that then, can’t you?

Josh: Yeah most definitely! It’s unlimited there’s no lid. I mean so on the aspect of SEO in online visibility, you’ve got your ongoing content, you’ve got your paid ads and that’s not just limited to Google and Facebook. I know I mentioned Google or Facebook but that can be Instagram that could be all social platforms and even into other search consoles, yeah, which is crazy. And then the next part of it is local SEO and so one of the things that’s really important is the map pack. What’s the map pack?

 

Em: Yes, so Google is getting really smart and it’s pretty much able to discern these days when a user searches if they’re looking for something in their local area or not, which is really where local SEO comes in. So it’s really businesses or websites that they don’t want to target the whole world or they don’t want to target people in another country but they’re limited by their geographical location as to who their customers can be, and something that’s really taken off in local SEO is the map pack. So you might have noticed that when you do a search for something around you maybe looking for pizza or an electrician or a specific store, what actually shows up before any of the organic listings in Google is this thing called the map pack and it will list on a map the different businesses near you and it’ll have a few other different factors in it too, like their ratings, things like that.

 

Josh: Yeah I do that as well. I mean, when I go into a new town I always search “coffee near me” and then whatever comes up first with good Google reviews, generally that’s where I go.

 

Julz: Yeah, I don’t know about you but because they’ve got all sorts of other environments, in those tags. They’ve got their website and other bits and pieces. I’m always clicking on them and go check them out because I’m like, okay looking for that restaurant that pizza place near me you know they’re met pack shows up and I might click on two or three and I’ll judge them! As harsh as it is I’ll judge them and their quality by you know what the website looks like.

 

Josh: Yeah definitely! Everything’s interlinked. Right? And so, what’s very important for local SEO is making sure that your business is in the map pack because 97% of consumers search for local organizations online and 46% of all Google searches, that’s forty thousand a second, are local.

 

Julz: So nearly half of all searches.

 

Josh: Amazing! And so, if you’re not showing up for your local, in your local area then that’s something that needs to be improved.

 

Julz: Yeah, because it’s a great opportunity!

 

Em: Yeah. It’s important to note too that those map pack listings are actually based off your Google Map Business account so not just your website. So you really mean to beon top of your business account on Google too.

 

Josh: Definitely. And so deeper than just random content of things or random online efforts, there needs to be a strategy. There needs to be a reason why you do what you do and for us that is the four pillars which is user experience, SEO online visibility, conversion optimization and performance and security. And we think that that’s not just for us. We think that’s for everyone! We’ve worked with so many people and we’ve seen so many mistakes, so many wins, and at the centre of it all, it all comes back to these four pillars. Every time and so we don’t want to leave you guys with nothing and so just a few practical actionable tips. What can we do when it comes to performance and security?

 

Julz: Well probably the quickest, most easiest way to check your website, if you’ve got one, is head over to GTMetrix.com and enter into your, if you sign up you can actually set your location so if you’re based in Sydney then you can see your location there. The default is in Vancouver, so if you’re up in America, all good but for our site I have logged in, I do have a free account and I submit most of our sites through there. And you’ll get a page score speed, a yslow speed which is more based around your server and then you’ll get another thing of the full load time and in terms of seconds. Also your page size and how many requests your website is actually making so it sounds overwhelming and you’ll get a whole bunch of like crazy jargon results coming back but yeah, from that snapshot you’ll get a pretty quick idea of if your website is working for you or not.

 

Josh: Yeah, definitely, and so you want to aim your page speed to be below three seconds or around the three-seconds?

 

Julz:  Yeah, three seconds if it doesn’t have chat. I try, I think, I just had a website come in at six point seven seconds with chat, which is probably one of the fastest I’ve had. So the one to three if without and less than ten with chat.

 

Josh: Definitely! And GT Metrics also gives you a general page speed score and yslows score which you can kind of base it off. So make sure you head over to GTMetrics.com, make sure you choose that the internet server that is testing is in Australia not Vancouver, and then the next thing is, so that’s for performance and then security. A great, great thing, next step the actionable tip is to make sure that your site is secure. And so generally that looks like a HTTPS instead of HTTP at the start of your website or it has that little lock.

 

Julz: Yeah. There’s normally the immediate indicator.

 

Josh: and where do you get those?

 

Julz: Well, we get else from our host our hosting provider, and they should be at a point in the right direction. If you get stuck then just reach out.

 

Josh: so on to the next pillar we’ve got user experience, what are some actionable tips for UX?

 

Julz: a couple of quick things is to replace any stock imagery that you’re using on your website. Remember, users wanna know about you and your business they want to know that what they’re seeing is the real deal. So, head out with your iPhone, take some photos, make sure that those photos aren’t massive in terms of size (that’ll affect your performance) and, you know, just be sensitive as well. Because if you if you’ve got other people going up on your website and then you should probably have permission for them to be on there too. Also, the whole clicks. Thinking about how many clicks does it take to get to that relevant info that you want them to see? Try to aim for less than three, around three clicks.

 

Josh: So, on to the next pillar, conversion optimization. When it comes to those clicks you also need to make sure that the next step is clear. So, you need copy and titles or a USP that directs the audience/user to “what is that next step?” “How can you help me?” “How can how can you solve my problem?”

 

Julz: That’s a very important one.

 

Josh: The next one is you pair that with a call to action.

 

Julz: Yeah, and so main call to action, that’s the primary thing that you want your user to do, and there could be a secondary one. So primary could be book now, secondary could be phone call now.

 

Josh: And don’t be afraid to be salesy if the rest of your content is nice and if there are relevant trust factors which leads to the next on conversion optimization tip which is live chat. What do you use?

 

Julz: Tidio, I think it’s the best and we’ll put a link up into this post as well. Hands down, it’s just been amazing. They’ve got awesome features and there is a free version, but the paid version is a real upgrade.

 

Josh: Awesome, and then that leads to us pillar which is SEO and online visibility what are some quick actionable tips.

 

Em: Yeah so, something we can do is keep blogging on your site or start a blog if you don’t have one yet and I think it’s manageable to aim for once a week adding a new post. That’s a really great thing for Google as well to see that you’re adding something new once a week ongoing content, and then another tip is to sign up for Google Ads.

 

Josh: Yeah, you may not know how to do Google ads but Google Ads has this awesome deal that if you sign up they usually give you a free ad spend amount. So, for example, I saw one the other day that was that was you sign up and Google Ads gives you $100 free if you spend $100. Love free stuff, free money. So it would be great just to check it out, see if it works for you, look up some YouTube videos.

 

And so those are our four pillars and some actionable tips. Thank you so much for listening to this episode and if you want to test all of these things we have made it very very easy and we actually do a web audit for you and we audit you based on those four pillars; User Experience, SEO and online visibility, Conversion Optimization, and Performance and Security. So, where do they go to get that?

 

Julz: they can just jump on our homepage because we’ve got a strong call to action that says test your site for free on the home page and also in our header and yeah it’ll give you pretty much the the wrap-up so that’s newcastlecreativeco.com.au & we will also include the links as well as all of those actionable tips in the post and in the episode information.

 

Josh: And it’ll save you a ton of time like, everything that we’ve covered today you’ll get a on a PDF report that was it everything.

Okay well thank you for listening thank you guys yeah thanks and now onto the next we dive deep into local SEO 97% of all consumers search for local organizations online but how do they actually find you in the first place that’s where local SEO comes in in episode 2 sounds good

Next Post
Increasing Local Search Engine Visibility For Your Business | Creative Juices Podcast | #2
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