2020 - if ever there was a year worth forgetting. It’s probably best that we just don’t speak about it at all. However, there was one great thing that came out of 2020 - Garden Rooms

The Garden Room sector has experienced extreme growth in the last few years and you can understand why- who doesn’t want a quiet space out the back to escape from the kids for a few hours! Jokes aside, Garden Rooms have helped to create a flexible work-life balance for those that work remotely while for others it’s about the extra space or adding value to their home. 

With remote working set to stick around (either optionally or enforced), and the topic of wellbeing more prominent than ever, it seems the Garden Rooms sector is going to continue to be huge. So how can you, as a Garden Rooms Business Owner, ensure that your website stands out amongst the crowd, and most importantly, generates leads? 

By now we’ve established your company needs an about us section-that’s your way to introduce your company, establish credibility and build trust. But what else?

Solutions

Garden rooms can be used for just about anything- a gym, home office, entertainment space, a craft room, dining room for when guests come over, a guest house, or all of the above! For this reason, it’s important to have a solutions section on your website so that site visitors can see the endless possibilities that a garden room creates and let their imaginations run wild. Allow them to get a glimpse of what their life could be like with your solution.

Pricing and Designs

Following on from the above point, you’ll want to have a pricing and designs page specific to your business. Garden rooms are a big investment and people will want to know what they are getting for the price, so break it down for them. This doesn’t have to be an exact price (let’s face it, the price of everything keeps changing almost daily and you don’t want to be updating your site every day).

However, a ballpark figure gives people an idea whether it is something they have budgeted for - no one wants to deal with tyre kickers, and no one wants to be embarrassed that they vastly underestimated the cost of your product. A good idea is to give a price range (£10,000-£14,000) or a starting from price (From £23,000). 

FAQs

Garden Rooms are a relatively new thing to most people and the variety of finishes, extras and standards are endless so people will have questions. Putting an FAQs section on your website means they don’t have to leave your site to get answers. The majority of people that leave your site won’t come back so it’s important to provide as much information on there as you can! Too much information is better than not enough. A good idea is to collate the questions people email or phone with and keep updating these on your website.

Gallery

It’s all well and good telling people what you offer and why your company is the best but in the case of garden rooms, a picture really is worth a thousand words (and videos are worth even more!) Pictures and videos allow you to showcase the quality of your craftsmanship while allowing the site visitor to truly envision what their garden room will look like. In most cases, it’s exactly this kind of media that will convert them from a site visitor to a potential customer. 

CTAs

You didn’t think we were going to end this blog without mentioning CTA’s did you? If you want your website to generate leads then you need to have CTAs throughout. If you’ve not been here before, CTA stands for Call To Action (a desired action you would like a visitor to take on your site). Without this, the visitor won’t know what steps to take. Most people aren’t going to purchase a garden room without speaking to someone first and getting a proper understanding of the process - even if your FAQ section is exhaustive. In the same way, you may need to see the space and take measurements to first establish what is possible. Have a ‘contact us’ or ‘enquire now’ button placed on every page of your website or in the main navigation menu to encourage your potential customers to take action!

Garden rooms provide a solution that so many people want and need, the real question is, ‘will they find your website?’ and 'are you optimising your site to convert those visitors into customers?’ If you’d like a review of your current website or a discussion around the potential, don’t hesitate to get in touch.

One of the biggest challenges businesses face when it comes to keeping visitors on their website is creating content that keeps the reader’s attention. People have increasingly short attention spans and their tolerance for time-wasting content is only decreasing (anyone else know the ‘multi-screeners’ who sit on their phone while watching a movie?). 

If you cannot get your customers to engage with your content, then they will spend less time on your website and be less likely to take any positive action on your site. 

Simply put, the more engaging the content, the more leads you are likely to generate. 

Let's look at 5 reasons people don’t read your content.

1. You are being too salesy

If someone has gone to your website, there is a fair chance that they are interested in your product or service. Refrain from being like one of those collectors on the street getting people to sign up for equality for hamsters or whatever their cause is. The last thing your visitors want is to have content that is in their face. 

Instead, create content that explains how your product or service meets the visitor’s needs or how it can solve a problem. Talk about the pain points they might be experiencing, or even share a testimonial of someone’s story where you have helped or added value.

Don’t be afraid to have a clear call to action for their next step - it is key to ensuring they know what you want them to do next.

2. Your content is not keeping their attention!

The top 5 categories of what people spend their time doing while online are:

  1. Social Media
  2. Entertainment
  3. Services
  4. Games 
  5. Retail

For your content to get the engagement and the visibility you desire, it is important to remember what people want to do online with their time. 

Don’t worry, you don’t need to be a comic genius to capture their attention, just be authentic in your writing, show your sense of humour and personality and add real value to your reader. 

Huge amounts of text will cause the reader to switch off so instead keep it punchy, include stats, quotes, links, images, bullet points, graphs… anything but huge pieces of text!

3. Your content is poor

Although this may seem obvious, if your content isn’t good enough then no one will read it or engage with it. Make sure you know what subjects people want to know about and then provide them that information in an easily digestible format that keeps them interested. 

Remember who your audience are and write for them, not to show off that you know more than them, nor to speak down to them. Write to educate, add value and inform them.

Making sure your content is accurate is also vital - things change so make sure any stats you cite are always relevant and up to date - nothing will reduce your credibility than writing something that isn’t correct!

4. Make your content accessible 

If you have created great content that your audience will enjoy reading and will value, you need to ensure that it performs well with Search Engine Optimisation (SEO) and that you are sharing it across all the relevant platforms. 

People will not read your content if they can’t easily locate it, even if they are trying to search for it. This is a missed opportunity for both the searcher (potential customer) and you.

5. Your title and headlines are boring

The internet is full of things competing for our attention, which makes it difficult to stand out. Your headline should scream ‘read me!’ to anyone who comes across it. 

Make it intriguing and interesting and be clear what the reader will find out from reading your content. However, be careful not to become ‘click-bait’. You do not want to damage the authenticity of your reputation.

So when it comes to getting people to actually read your content think about writing something that you’d like to read yourself. Make it intriguing enough for them to read on to the next paragraph. Your blog is a great window into your business for prospective clients and employees - let them see the best of you.

Not sure whether or not your content needs some TLC? Book a call with us and we can review it together.

Whether it’s what you wear on a first date, your first interaction with your future in-laws or the home page on your website - the importance of a great first impression cannot be overstated. 

Your website visitors will form their impression of your site, and ultimately your business, in the blink of an eye. You only have a few seconds to create a positive first impression and this determines whether your visitors will stay, or go.

With this in mind, your first task is to create a website that invites your visitors to stay through a combination of visuals, copy and an intuitive design layout. Users expect businesses to care about their digital presence and how they present themselves online with 75% of consumers judging the credibility of a business based on their web design alone.

What makes good web design?

Mastering web design takes years of training, experience and an understanding of human behaviour. To generate leads from your website there are some essential elements to consider:

Consistency

There’s a reason why the cliche “consistency is key” is drummed into every designer and marketer - because it’s true. Users expect a consistent experience across your website in terms of how it looks and how they interact with it which is then reflected in how you do business.

Brand guidelines are a great way for you to maintain consistency. This includes a logo, colour palette, where logos should be positioned, tone of voice, etc.

Positive User Experience (UX)

Designing a positive user experience not only involves creating a site that looks the part, but also takes into account how your website visitors interact with, and navigate around your site.

5 UX Tips to Increase Website Enquiries

  1. Create strong introductory content - when a visitor lands on your website, be crystal clear about who you are and what you offer - what value can you bring to your visitor.
  1. Create clear calls to action (CTAs) - if your website visitors like what that they see, they will naturally want to take the next step and look for a call to action to guide them. Make sure your CTAs stand out and are easy to find.
  1. Keep things simple - get your message across in a clear and concise way, long and tedious text is a massive turn off. What exactly does the visitor need to know and what action would you like them to take? Does it pass the ‘grunt test’ (can they tell what you do within a few seconds of being on your home page)?
  1. Make your design responsive - it’s important to have a responsive web design that adapts to whatever device someone is using. If someone has to pinch and squeeze to see what is on your website, they won’t hang around long and definitely won’t convert.
  1. Make navigation easy - by building organised navigation, visitors will be able to find everything they’re looking for with ease, from your product pages to information about your business, right through to making an inquiry. Many people like to think outside the box and try different navigation styles, but this makes it harder for the user to interact with your website intuitively.

Professional Visual Assets

You want to make sure your visual assets are of the highest quality across your site. Your website is only as strong as its weakest link, so make sure your images and graphics uphold your site's credibility. Our advice is to avoid using amateur photographs taken with a mobile phone - keep it professional. A quality photographer may be a cost you don’t want to pay, but professional photos can provide a great return on their investment.

Does Colour Really Matter?

Colour is a powerful tool and has the ability to affect human behaviour and evoke different responses. While everyone may not respond in the same way, the science of colour psychology shouldn’t be dismissed.

With the end goal of increasing enquiries and conversions, how can colour help?

The Emotional Triggers of Colours, source: conversioner.com

Take a look at this wheel which outlines the emotional triggers of colours, this will give you a guide on which emotions you might evoke from the colours you choose on your website, this might include:

By choosing the right colour scheme for your site, you can ensure you make a good first impression on your visitors, and if you’re clever with your colour choice, you can also boost conversions and enquiries.

Colour can also mean different things to different cultures, so it is worth making sure the palette you choose is sensitive to your audience. 

Finally

First impressions matter and consumers form their impression of your website and business in the blink of an eye, so it’s imperative that your website showcases your brand in a positive light through an intuitive design and the right colour choices.

A well-designed website is a powerful tool in your lead generation arsenal. Collaborating with a design team, providing them with a clear brief and the freedom to do what they do best will offer outstanding results and a beautiful website that generates leads for your business.

Did you know the average site visitor decides within 3 seconds whether or not they are going to stay on your page? This means it’s important that your site looks amazing. Otherwise, they’re off somewhere else and probably to a competitor. 

However, there’s no point in having a beautiful website if it produces little or no results for your business. Equally, there is no point in having a beautiful website that converts all visitors into leads if there is no traffic. 

For success, you require the trinity: 

The Right Traffic | A Beautiful Website | Built to Convert Leads

The Lead-Gen Web Design Trinity!

The Right Traffic

Not all traffic is created equally! The traffic you want to come to your website is from those that are interested in your product or service and that are potential customers. They may only be at the beginning of the customer journey or a little further down the road but you want relevant traffic. For some, this may also have a geographical element to it.

There are 5 main sources of traffic:

1. Organic search (Google etc)

2. Paid Search (Google PPC)

3. Direct Links (email, referring links etc)

4. Organic Social Media (Facebook, Instagram, Twitter, LinkedIn etc)

5. Paid Social (Paid Social Advertising)

Conducting an audit of the source of your traffic and their destinations will help you to understand where the opportunities are and what they may be looking for. Each of these sources has its own strengths and we would recommend not putting all your eggs into one basket.

A Beautiful Website

Having a great looking website is key to ensuring visitors are engaged, interested and keen to explore further. But beauty is only skin deep and if all the website offers is something nice to look at, then we are a few sandwiches short of a picnic.

Built to Convert Leads

Each website will have a different goal, but knowing that goal and how to measure success is essential. When you look at your website, determine what the ideal action you want a visitor to take would be. This might vary for different pages or different traffic sources.  

Consider the customer journey - what questions might they have you could answer, what information is needed for them to take action, what objections might they have that you can address. Once you have dealt with each of these, create a corresponding Call To Action (CTA). This might be a button for making a purchase, subscribing to a newsletter, doing a quiz or completing a simple form. 

Make this a simple and smooth process - if completing a form, ask for a name, phone number and email address (and any other fields that you believe to be absolutely necessary). There’s no reason for you to know their pet's name, favourite colour, or what they had for dinner last night. Make sure your forms are mobile-friendly so they are easily completed on any platform.

TRACK AND TRACE( and test!)

Did that send shivers up your spine? Yes, me too. Don’t worry, we’re not talking about COVID. We’re talking about tracking everything that your potential customers do on your site and using the information to optimise the elements of your pages to improve lead generation. 

We can also use software to produce heat maps of what people do on specific pages of your website. The more data we have available the more informed we are and the quicker we can adapt.  

Turn Leads into Customers

If you do all of the above steps correctly, you will start to see an increase in leads converting on your website. Don’t forget, each lead is at a different stage of the customer journey and often requires individualised attention to turn them from a lead into a customer. 

With Google’s search algorithms constantly evolving, navigating the complexities of Search Engine Optimisation (SEO) can be difficult. Nonetheless, SEO has never been more crucial when it comes to online success.

Looking for a wedding dress shop in Banbridge? SMK site, La Boda Bridal is top of the list - literally!

Ranking No.1 on Google will not only hugely increase the traffic to your website (which our awesome websites will then help you convert) but helps you take traffic and business from your competitors, as people who may be searching for them, may come across your website instead!

How does ranking on Google work?

A lot like speed reading, Google (other search engines do exist, just don’t ask us to name them) sends out its spiders to crawl through your website and index it, cataloguing key information from your website which can then help Google know how to rate and rank your site. When someone searches for what you want to be found for, your site has a chance of showing up for that search result. 

Lisburn Bowl, one of our sites, is the top result for '10 pin bowling lisburn'

There are currently approximately a gazillion factors that influence your SEO ranking (actually closer to 200+ factors) including things like site speed, security, domain authority, referring links, keywords in URL and so on. Each ranking factor carries a different weight so not all ranking factors are made equal. So, how can you achieve a top spot in the search engine results?

Here are some do’s and don’ts to boosting your local Google search rankings:

Do use related keywords

Having a principal target keyword is vital to any SEO strategy. Use it within your titles and in the meta description as well as throughout your content. It is also important to adopt the use of related keywords so that you can attract extra traffic and consequently improve ranking. All content should be written for humans but with SEO principles in mind.

Regularly Update Content

New content will not necessarily give you a higher ranking, however, the more frequently you update your website with new content and web pages, the more regularly a search engine will scan your website.  When search engines look at your site more frequently, you have the opportunity to rank higher based on what they find on your website. 

Have a social media presence

Although social media is not publicly outlined as an element which determines Google’s ranking algorithm, many businesses have noted that there appears to be a correlation between ranking and an increased presence on social media. More and more people are online and so it would be beneficial to focus on your social media channels as part of your campaign.

Do optimise images with Alt text

Images play a big part in promoting your website, encouraging people to read and supporting the message you are trying to get across. It is crucial that your images are labelled using Alt text. Alt text enhances the message of your pages and accessibility, as a result, to ultimately increase visibility on Google, so go beyond just using the primary keyword by being descriptive and specific. Consider the example below of an image of an Apple iPhone advertisement.

New York, New York, USA - October 23, 2020: An iPhone 12 Pro Billboard on the Apple store in the meatpacking district.

Bad Alt Text Example: untitled 5

Average Alt Text Example: iPhone apple billboard 

Good Alt Text Example: Billboard that advertises a blue iPhone 12 Pro with 5G

Don’t Overuse keywords

Overusing keywords can put customers off your content and diminish conversions. Google will penalise websites that are written solely with SEO spiders in mind and not for humans. Keyword stuffing involving overloading content with keywords and repetitive content can lead to a poor user experience and your ranking score being penalised.

Most SEO experts recommend that an ideal keyword density is around 1-2%. In other words, the target keywords appear about 1 or 2 times for every 100 words.

Don’t overuse back-links

Using both a combination of internal and external links (linking your webpage to other pages on your site or other websites) is helpful for increasing your Google ranking however using too many external links negatively affects the website quality. This leads to a higher bounce rate as your content becomes harder to read, subsequently diluting the Google ranking.

Don’t ignore user search intent 

It is important to consider what your target audience/market are hoping to find when they carry out searches on the google search engine. Intent can be split into three areas:

So, for instance, in regards to commercial intent, it is important to direct your potential customers to a products/services page. Therefore, ensure your content is relevant to user intent for your target keyword.

Don’t have slow page speeds

A good website will take 1-3 seconds to load and in fact, 83% of users expect a website to load within this time otherwise they will likely return to the search engine to find another webpage. As a result, bounce rates increase and Google will lower your page ranking as it considers your content to be irrelevant. In order to rank higher, there are different ways in which you can speed up your webpage loading time. These include:

The world of SEO is not simple and making significant changes to your Google ranking can often take months if not years. Every website we launch is optimised for SEO and will help you rank well locally.  But if you are serious about stealing your competition’s traffic - get in touch and we can discuss your options. 

Get in touch today and we can discuss your options to get your site ranking above your competitors!

Book a call with Stephen

Now’s the time to invest in a professional lead-generating website and grow your business online. You might be surprised at how affordable a new website is, and you definitely won’t be disappointed with the finished result.

BOOK A CALL WITH STEPHEN
Get in touch
stephen@smkcreations.com

SMK Creations
Suite 714 Lisburn Enterprise Centre,
Lisburn, BT28 2BP

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