How to Plan Copy for Your New Website

Deciding on what to put in your website is a critical part of your overall website plan. You might start with copy (the text you want to include) but it a good content strategy also includes images, downloadable files and other content you may want to leave with your website visitors.

When planning your content, the temptation can be to load your website with all the content you have.  The result can be like an overstuffed closet – everything is in there – but nothing is simple to access.  A good website content plan is a bit like a wardrobe organizer, who sorts out exactly what should be in your closet and puts it in the optimal location for easy access.

The best website content plans have your target audience in mind.

Who is your Target audience?

Before deciding on what content to put on your website, work out who your target audience is. Knowing who you are speaking to, help you work out whether the information will be clearly understood or even necessary. You may want to consider primary, secondary and tertiary audiences to take account of everyone you expect to visit your site – so they can all find what they need.

If you have too many different audiences – with varying interests – then you may want to speak to your designer about how to effectively segment your website for these different audiences.

What copy do you already have?

Start by reviewing your existing marketing collateral. If you had an existing website what copy did you have on it?  Is it re-useable, or could it be used if it was enhanced? You don’t need to reinvent the wheel if you have an existing starting point.

When you’re evaluating it – three questions will really help you: Is it still current?  Is it useful for your target audience? Is there anything missing?

As you plan your content really think about how it is structured, for example do you put pricing all the way through your content, or do you direct them to a store page.  What happens when the prices change? Trolling through a website to find outdated pricing is not a lot of fun.

Check each paragraph of your copy for relevance. If it doesn’t meet the needs of your target audience, then take it out. When it comes to a website being viewed by time-poor people, less content is better than oodles of irrelevant content.

Architect your site structure using a site map

Before you start writing or adjusting copy consider where it is going to go on a website. A builder doesn’t start building a house by laying bricks, or erecting walls. It starts with a site map – a list of content headings that help you structure where the content is going to go in your new site.

A site map can help reduce content duplication. When you can see every page on your site, you can determine which information goes on each page, and simply link to the content throughout your site.

A site map also help you visualize your website flow. So you can see the pathways that visitors will take to get to your goals. Knowing the key pages on your site will also help you determine the headings you need for your website menus and navigation.

Run it by others

Whether your business is a cast of thousands, or just yourself, include people you know in the design review process. Their diversity of opinion will spark ideas that you may not have considered. They can also help you weed out any typos or grammatical errors you didn’t find.

Use stories instead of sales copy

One big mistake I see on websites all the time is that people want to use their site as a way to tell their story.  When they do this they miss out on a bigger opportunity – a chance to tell customer stories.

Customer stories are a vital and authentic way of sharing how they have benefitted from your product or service.

Think about your own experience.  Would you prefer to hear from the sales person how good a product is, or would you prefer to trust a recommendation?  Recommendations trump sales speak every time, so make sure you have the voice of your customer’s right throughout your website.

Avoid shouting about how good your business is and replace it with testimonials, reviews or results in jargon-free language that your target audience will understand.

Write like a normal person

Sometimes people fall into the trap of thinking they need to change the way they speak – and adopt a more formal or business-like tone.  Others, fall into the trap of trying to load their website full of keywords which are useful for search engines. Don’t do either of these things.

Keep your copy precise and accessible for your target audience, and this will give you the best chance of a good search engine ranking.

When it comes to using keywords in your copy – use a selection of words that have the same meaning for your core keywords to keep your copy fresh and authentic.

Make sure you tell your readers what to do

The internet can overwhelm people with too many choices and sometimes the easiest way to have someone take the next step is to ask them.  Your copy should include a clear call to action to encourage your readers to take the next step, whether it’s click a purchase button, subscribe to a newsletter or call a phone number.

Make your copy visually appealing

Lastly, support your copy with illustrations and images that support the message you are trying to convey. Remember that most people will be scanning your copy, so make your key messages stand out in the headings between the blocks of text.

To assist readers on mobile devices, keep your paragraphs short and to the point – and where you can use bullets and numbered lists to make the key points stand out.

Having a solid plan is about following these key rules – it doesn’t have to be hard – but it does require time and planning.

If you need help planning your website, contact our design experts at Asporea for an obligation free quote.

Using Conversion Funnels to Improve Your Site

When customers buy your products and services online, it isn’t a transparent process. You can’t physically see your customer. You can’t talk to them, and you don’t get any queues about what they like and don’t like about your site. To an outsider, just looking at sales figures, it seems like a very binary process – you either get the sale, or you don’t.

Analytics is a good way to see important facts like where your customers come from, how long they stay and what site information they feel is relevant.  But what about the path they take to buying your product?

How do you know which pages on your website are most convincing for customers? Sure you can ask those customers who purchase a product, but what about those clients who hit low performing pages and leave your site without a purchase?

Analytics has a feature commonly called a Conversion Funnel which describes the journey the customer takes from an advertisement or search result, through the various pages of your site, and finally converting to a sale.  The metaphor of a funnel is important because at every stage customers will drop out of the process – the funnel shrinks from a large entry at the top to a small exit at the bottom signifying the low number of potential customers who convert to a sale.

The advantage of funnels is they help us see the sale process easily and allows us to:
•    See where a customer might be confused or get into trouble
•    Work out what copy might be changing a customer’s decision to buy
•    Surfacing bugs in the code, browser issues or other technical problems which could prevent a client from buying

Funnels work in conjunction with Goals.  Simply put, Goals are end points you want your client to reach, like a checkout page, or a thank you page after a customer subscribes to your newsletter.  Goals describe those activities you want your customer to complete when visiting your website.
Once you have a goal setup, you are ready to setup a Funnel.

Let’s use a simple case study to bring funnels to life. Your site offers a subscription site for authors to access an exclusive member site – the primary call to action for your website is to sign up for a newsletter so you can entice them to become a member.

First, you need to setup your goal – which will be a thank you page once a user has subscribed. We use the thank you page because it is AFTER the subscription process is complete.

  1. Log into Google Analytics, drill down into one of your profiles, and click Admin in the top navigation.
  2. Click the Goals tab.
  3. Enter a Goal Name, such as Subscribe to Newsletter.
  4. Enter a Goal URL, such as /thankyou-page.php.
  5. Leave the Match Type as Exact Match
  6. Enter a Goal Value (even if it doesn’t have a cash value) because it allows Google to calculate Page value and Per Visit Goal Value.

You can create your funnel after you’ve created your goal.

  1. Select the Use Funnel checkbox.
  2. Enter URLs and names for the funnel steps (these are pages that lead to your goal):
    /about-us – About us
    /newsletter – Newsletter description
    /signup.php – Sign-up page
  3. Select the Required Step checkbox for the first funnel step.

Once Google Analytics has collected some data, the Funnel Visualisation Report will show a raft of data including the Funnel Conversion Rate, which shows the percentage of visits, including a step page view which leads to the goal.  This shows you how successfully your page is converting.
Congratulations on making your first step into conversion funnel analytics. If we can help you with further steps, please don’t hesitate to get in contact.

Is it time to update your website?

When you’re so wrapped up in your business, it’s easy to lose sight of your website.  Over time your pages can get stale, your visitor numbers can drop and suddenly your website isn’t performing as well as it could. That’s where a website redesign can help – but how do you know if it’s time?

Here are 12 questions you can ask yourself to see whether you should be thinking about a website redesign now.

  1. Does your home page showcase the most recent and relevant information?
  2. Are there features on your website that no longer work or you no longer need?
  3. Are all your services, product descriptions and images still current?
  4. When you consider competitor sites, does yours look old?
  5. Has your website analytics experienced a drop in visitor numbers?
  6. Is the navigation intuitive to find the most important things on your site?
  7. Does your website appear correctly on mobile devices? Is it responsive?
  8. Do you know your website is missing content that would be helpful to your customers?
  9. Is there any old or outdated information that must be removed?
  10. Are your website terms of service out of date?
  11. Does your web store need to accept new methods of payment?
  12. Has it been more than a year since your last update?

If you’ve answered ‘yes’ to more than one of these questions then chances are your website needs a redesign.  Why not start a conversation with our design team about how we can modernize and refresh your website today.

What is Bounce Rate?

In this series of Analytics posts, I’m examining Bounce rate. It’s an important measure for site managers because it explains the number of visitors who leave your site after landing on it. In plain English it’s about who doesn’t find anything interesting enough to make them stay.

Bounce rates can be caused by a number of factors including:

  1. Hitting the back button on a web browser
  2. The user finished and closed a web browser window, ending the session
  3. The visitor clicks an ad on your website
  4. The visitor used the search box in their web browser
  5. The visitor typed a URL into their browser
  6. The visitor clicked a link to an external site, forcing them to leave your site

Bounce rates are calculated when a user takes any one of these actions before clicking on a second page of your site. So if a user clicked a second page before clicking on an advertisement then it would not be counted as a Bounce in your statistics.

Your site’s bounce rate can be calculated with the following formula:

Bounce = Visits that left after one page / Total number of visits

Website managers should aim to lower the bounce rate – as you do this it means you are engaging more of your visitors with your content and it’s an indicator that your content and design are correct, enticing people to click on more pages of your site each visit.

You can measure the bounce rate on your website using analytics tools like Google Analytics, which will automatically track these figures for you.

How to build a better WordPress site

James Williams from Asporea explains how you can build your own valuable website using WordPress that will continue to attract visitors 365 days a year.

You can have a great WordPress site

Some websites are brilliant at attracting visitors and keeping them coming back each day for new content.  For some people having a high-performing website is just a pipe-dream; they treat their WordPress site like a hobby, but it really doesn’t have to be that way.  A well-designed website, hosted on reliable servers with good SEO and strong pillar content are the four keys to your success.

Find a professional designer

Whether you’re building a WordPress site for business, for pleasure or for a hobby – you are building it for someone.  This person or people are called your audience.  Consider your audience when designing your site, because their opinion counts.  It matters what they think about your website, because the site is for them.  If it doesn’t provide tantalizing and engaging content, on a brilliant functional site  then they will not return.

Hosting Servers Room Alley 3D Render Illustration. Internet Technologies Concept.

Don’t compromise on quality web hosting

Imagine a first date, you’ve got your best threads on, you’re groomed to perfection and then you turn up in your dodgy old pick-up truck.  That’s what it’s like when you’re create site and content are hosting on the wrong platform.  Your hosting provider must be able to support WordPress and serve it to visitors quickly.  If it doesn’t then you should be talking to us.

A fast reliable WordPress hosting platform is essential for your long-term success.  Without it, your visitors won’t think much of you and Google won’t bother to index your site.  More and more emphasis is being placed on site speed as a measure of index success in Google.  So you can be doing everything else right on your website, but if it doesn’t perform quickly then Google won’t rank it.

Spend some money on an SEO expert

It is true that you don’t need an expert to do SEO for you these days… but it helps.  An SEO expert has the skills and updated knowledge to expertly fine-tune your website for maximum hits.  Without good SEO, your site is more like a badly laid out supermarket.  Good SEO puts up signage in the aisles and starts to organise your content in a way that makes sense to readers and search engines… the result is a site that performs well in search engine rankings and delivers you more customers.  Recently we had a customer with an online store.  Over time their store which used to do well in Google, had been outranked by its competitors. A good dose of expert SEO and the sales started to return, double and triple what they had been in the past. All because customers could find them in search.

Web Design Online Technology Working Office Concept

Keep writing thought-provoking content

Writing good topical blog posts is good for your search engine rankings. The keywords and content will keep getting you listed. But there is a different type of content that you need to also plan and write.  Called Pillar content, this content is not time sensitive and it attracts the bulk of your visitors of specific key topics.

The reason why pillar content is so effective is that  good content is hard to come by.  People write articles all the time, but very few spend the time to really create that useful content that reads more like a ‘how to’ lesson than an opinion piece.

Keeping your website fast and fresh is key

The long term nature of pillar content means that it stays fresh forever, and offers real value to anyone who reads it.  Behind the scenes it will create back links to your blog which is useful for increasing the google ranking of your website.  Over time this will increase your ranking and drive more people to your website over time. Consider doing at least one pillar article every couple of months and over time you’ll find that you’ve generated some great topics that search engines will index and your readers will love you for.

Is Search Engine Optimisation for me?

SEO or Search Engine Optimisation is the process of creating, redesigning or restructing web pages and whole sites so they can be discovered and read by search engines in the most efficient way.

SEO is important for every website owner because it helps website visitors find your site.

People may visit your website from an address printed on your business’ vehicle, business card or letterhead.  You may even have taken out Pay Per Click internet advertising, or a radio or TV commercial but the reach of these mediums is restricted to who sees your advertisement.  It’s quite inefficient.

The truth about your website is that many more people could be visiting through search engine results.   Search engines provide a free way for people to find your website when they have a need – just-in-time – but many websites are just not prepared in the right way.

This means that without quality SEO Services many people won’t know you exist… simply because your website content is not appearing in their search results.

When people type your product or service into the search engine your website needs to be at the top of the search results.

That’s in-part what SEO is about… it’s about matching the descriptions of your products and services with the way people think, so that when they use a search engine your results come up more often and higher in the search results.

Why you should engage an SEO expert

Every search engine works slightly differently and has specific rules about what they consider acceptable SEO techniques. These rules are used to block deliberate ‘gaming’ techniques and keep search results as pure as possible.

Engaging an expert will not only save you time, but ensure that your results will not land you in virtual ‘hot water’ with search engines which could result in your site becoming demoted in search results or banned altogether.

When can results be expected?

Search Engine Optimisation does take time to see results because Search engines reindex websites at their own pace.  But generally you will start to see results within the first 2-4 weeks including:

  1. Improved position in search engine results
  2. Removal or demotion of less important website pages
  3. Matching your products and services with regularly used search terms

Our team work hard with our clients to ensure that we are across and know best practice SEO techniques.  We are happy to share this knowledge with you and start improving your website results.

Our SEO team are always available for an obligation free discussion about how we can help you with your next project.

Improve your website performance by 65%

By harnessing the power of the Cloud you can improve your website performance by 65% or more.

Your decision to put your website content into the Cloud could be the best decision you make all year!

Many website owners are waking up to the colossal benefits of cloud-distributed content because of the way it cleanly optimizes and distributes your content from the network web server closest to your website visitor.


The result is the your website visitors experience faster page-load times and optimal website performance equal to the biggest websites on the internet.

Our cloud-based servers also block web-threats and limiting the action of bots and crawlers from chewing up your bandwidth and server results.  Once websites are powered they see significant improvements in both performance and a decrease in spam attacks.

Our services can can be used by anyone with a website and their own domain, regardless of your choice in platform and we are experts at helping our customers establish cloud-assisted content delivery for their websites.

It’s quick, inexpensive and you don’t need to install and maintain any new software.  You don’t even need to change your website’s code.  We set it up for you and your visitors get the improved experience from a global network of web servers almost immediately.

If you were ever unhappy with the performance of the service you just switch it off. It’s that simple.

Your website enabled with cloud-assisted content delivery will – on average:

  1. load twice as fast
  2. use 60% less bandwidth
  3. have 65% fewer requests and;
  4. be way more secure

Contact us for an obligation free discussion about how we can help you.

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