Imagine that you are looking for a specific product or service that you market. Now take a look at your website. Does your navigation make it easy to find the relevant item? Is it easy to understand? Is everything in the right order?
Here is a simple navigation bar:
Services (or Products)
Notice that there are only 5 options.
in general terms, fewer is better.
An upper limit would be 9 items.
Use drop downs to reveal other options.
Ensure that the menu works well on smartphones and other mobile devices.
If the customer hasn’t visited your site before, they will be looking for something. If they can’t find it quickly, they will disappear.
Visitors will spend a few seconds looking for what they’re after. If it is buried or difficult to find, you’re making them work too hard and they will go elsewhere.
My first book was about writing words for websites. During the research for this book, I looked at hundreds of website navigation bars.
By the way, there is a trend away from navigation bars altogether. Here an example: www.marketingrobot.co.uk
Imagine that you are seeing your website homepage for the very first time.
The website has 1 second to convince you to ‘stick around town’.
Two types of people visit your site: strangers and friends. Strangers include people who are looking to buy and friends include customers and people that know you.
They are busy. They are on a mission. They want an answer to their question or a way to solve their problem and they want it now.
Online, first impressions count. The customer’s heart will either sing or sink as they look at your site.
How many customers are you losing, by not passing the ‘1 second homepage’ test?
There are many ways in which a website page can be designed. A key issue has become the number of website visitors that are using smartphones to browse websites. Across the board, this is now typically 60%. For consumer brands this can be much higher.
A key design element is the navigation bar. When I am asked about my website writing services, the nav bar forms an early part of the conversation. Here are some tips for you:
► Aim for between 7 and 9 items in your website nav bar
► It is fine to use drop down menu items
► Many successful / larger websites use secondary nav bar menus
► Check to see how the nav bar looks on different devices
(mobile phones, tablets and desktop computers)
► Within mobile phones, a standard menu can take up a lot of space at the top of the small screen; you can use a ‘hamburger icon’ or hamburger menu (AKA pancake or hotdog) which comprises three parallel horizontal lines ☰ which is usually positioned in the top left hand or top right hand corner of a mobile phone screen
► A breadcrumb trail helps users to understand where they are in your website
► Ideally, use only one word for each nav bar item.
For example, ‘About’ is better than ‘About us’
► Lower case is easier to read than upper case. On this basis, it is better to have
Home About Services Contact …than HOME ABOUT SERVICES CONTACT
Within WordPress, by the way, it is easy to change your website’s menu structure as they have a drag and drop system.
My services include webcopy writing training:
Copywriting training for digital marketing communication
Are you using videos to market your business? If not, you should consider doing so.
Do you have a YouTube channel? Hopefully, you have answered ‘yes’ to this question as
there are over 400 hours of content uploaded to YouTube every minute of the day.
A billion hours of videos are watched on YouTube every single day.
Tubebuddy www.tubebuddy.com channel management browser plugin helps content creators,
brands and networks grow their brands directly from within YouTube.
Tubebuddy is a Chrome browser extension that integrates with your YouTube channel.
* Perform bulk updates to your videos, i.e. adding annotations or cards to all your videos with a few clicks.
* Create embed codes with the full list of options for adding videos or playlists to your website.
* Use Tubebuddy to perform Find/Replace routines on your videos.
* Generate professional custom thumbnails using screenshots and branding/text layers.
* Export your list of subscribers and their social profiles.
* Promote your new upload across all other videos.
* A series of End Screen Templates are available.
Tubebuddy is a paid for service and the pricing starts at US$9 per month.
If you are serious about your YouTube channel then Tubebuddy is worth looking at.
During my internet marketing workshops and talks, I used to say that you had 4 seconds to convince a website visitor to stay on your website. Today, that number has reduced to 1 second.
Internet users typically visit dozens and sometimes hundreds of websites in a single day. If they haven’t visited your site before, they will be looking for something. If they can’t find it quickly, they will simply visit a different website.
Two types of people visit your site: strangers and friends. The latter includes customers, staff, suppliers, investors and other people who know your business. They tend to be more forgiving and will they will take their time to find what they want. On the other hand, strangers are first time visitors who have found you, for example, via search or a hyperlink. They are busy. They are on a mission. They want an answer to their question and they want it right now.
Imagine for a moment that you are one of these people and that you are looking for a product or service that you provide. Now take a look at your website. Can you find this product or service quickly? Is it contained within the main navigation bar? Is it mentioned within your homepage? Is there a search bar towards the top of the screen?
The first second on your site is all about first impressions. Does the page look professional? Is there anything that could put the visitor off? Does the page work properly on a smartphone? Assuming that you pass this test, the visitor will spend a few seconds looking for what they are after. If it is buried or difficult to find, you are making them work too hard and they are very likely to go elsewhere.
How many customers are you losing, by not passing the ‘1 second homepage’ test?
How many words should you write for your homepage?
38 ways to promote your website
Where do my website visitors come from?
Website review service
Here is a Marketing Software Map:
The central red circle is your CRM (Customer Relationship Management system). There are thousands of CRM systems available to you. Key issues to consider include: 1). Is the CRM easy to use? 2) Will your customer facing team actually use it? 3) Does it integrate with your newsletter system, i.e. MailChimp?
To what extent does information flow between your website, your CRM and your email marketing campaigns? Within the above diagram, the dark arrows represent software connections where information flows automatically, without the need for re-keying.
The objective is to have a single, integrated system that helps you to increase brand awareness, attract new customers and learn about them and their preferences. The software within the Marketing Software Map is either free or inexpensive. The tricky bit is making it all sing in tune and appealing to customers.
The skills required to build your Map include a knowledge of marketing strategy, software, copywriting and creative thinking.
I help enterprises of all sizes to build their own Marketing Software Map.
If you would like to find out more, email me or ask via The Marketing Compass.
I train and give talks on The Marketing Software Map. Email Joanna if you are interested in this.
How many software platforms / systems do you use? For example: database / CRM (Customer Relationship Management system); accounts system; website(s); landing pages; social media communities; email marketing.
How many of these ‘talk to’ each other?
This is how it could work:
* A potential customer searches for a product / service that you provide
* They find one of your website pages
* They join your MailChimp newsletter
* MailChimp ‘talks to’ your CRM and auto-populates a new record
* MailChimp starts sending a sequence of pre-written emails to the potential customer
There are numerous benefits of this approach. All of the information is in the right place. The customer receives a rapid response from you. Changes in one place (i.e. your CRM) auto update information in other places (your emailing marketing list).
My advices is to build bridges between your software platforms.
Photograph © copyright Nigel Temple
I have found that running a social media website is a continual learning curve. During the Christmas break, I added e-commerce functionality to The Marketing Compass website www.marketingcompass.co.uk …which meant that I had to sort out an SSL Certificate (in order to have https:// hyperlinks).
The primary reason for doing this is to enable us to share digital content with our members. Compass members (forever free) can login, click on ‘Resource centre’ and download 101 CATs (Customer Attraction Techniques).
Navigator and NavigatorPlus members can also download a series of marketing guides including a marketing strategy checklist. This list will grow over the coming weeks and months.
What else should I add into the Resources section? I have been writing about marketing for 30 years – so I have quite a few guides, booklets and e-books on my computer.
The Marketing Compass website was originally launched as a place where I could answer marketing questions. I receive quite a few of these, as I am a marketing speaker and trainer. Rather than replying to questions at length via emails, I ask seminar delegates whether they would mind if we ‘shared the love’ (as I understand they call it in California) via our interactive website – so that thousands of members can benefit.
We are currently looking for copywriters, graphic designers, printers, sales trainers and other experts to share their knowledge via our community. If you are interested, you are welcome to join us.
Standard websites use http:// at the start of URLs (web page addresses), whilst e-commerce and other websites which need to be seen to be secure use: https://
In order to be able to use https:// you will need to purchase an SSL Certificate. This service includes data encryption which means that credit card information and other personal data is more secure.
It is said that Google favours https:// websites. In addition, https:// websites are more secure from the unwelcome attention of hackers.
Your hosting service provider probably offers https:// and you will find that prices vary, depending on the amount of warranty that is offered.
A signed SSL Certificate means that there will be a secure connection between your website and your website visitors. It also verifies your identity. This means that website visitors will be reassured that their personal data is safe. A ‘padlock’ symbol or a green ‘https’ should appear within the browser (to the left of the website address).
I learnt about this subject when we wished to accept credit cards (as well as PayPal) within www.marketingcompass.co.uk …if you visit the membership page there you will see that the payment pages have the https:// within their respective URLs.
At 9:00am this morning I had a scheduled telephone conversation to review a website. I noticed that there was hardly any text on the first page. “How many words should you have on your homepage?” I asked.
The business person that I was talking to said that she wasn’t sure. “Is there a specific number?” she said.
“About 300 words for your website homepage would be helpful,” I said. “This is a good target for blog entries and the same number works for homepages. You can of course write much longer blogs (or homepages), i.e. in excess of 1,000 words.”
“By having a few hundred words on your homepage, you are serving up more material for the search engine spiders to read. Include a few anchor text links*, just like I have done within my homepage: www.nigeltemple.com
There are some exceptions, i.e. if the design precludes using much text. In this case, I imagine that other strategies are being used to find customers (i.e. advertising).
* Anchor text links are text links which jump to a destination page or blog entry within your own website. If you use Wikipedia – you will see a lot of anchor text links.
PS I offer copywriting training as well as website writing services.