Archive for May, 2009

Some websites seem to provide an About Us page just for the sake of doing so with very little information that reinforces trust in the company.

Studies have found that visitors who visit a websites About Us page convert at a higher rate than those that don’t. A well written About Us page can provide your visitors with greater assurance of your company’s legitimacy and that you can meet their needs. The information you provide on your About Us page can make the difference between a visitor converting into a customer or leaving your site for a competitor.

Suggestions for a better About Us page

  • Clearly describe your company and its purpose – Describe your company in a manner that makes it obvious to anyone about who you are, what you do, what you have to offer, and how you can solve your visitor’s needs.
  • Keep it up to date – If your company has added new product categories or service offerings, make sure you update your About Us page accordingly to reflect what you have to offer your visitors.
  • Provide links to support pages – Pages such as your Contact and Company News pages are logical pages to link to from your About Us page. Also linking to support pages from your About Us page encourages additional engagement with your website and brand.
  • List awards and associations – Let your visitors know about your noteworthy achievements and associations with other groups or companies.
  • Social media profiles and blogs – If you participate in social networking communities such as Facebook, tweet on Twitter, or have a great blog, your About Us page is the perfect place to link to these additional resources.

When writing your About Us page keep the above suggestions in mind and remember no one is going to know your story unless you tell it.

What are you telling visitors to your website when they visit your About Us page?

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It is estimated that online shoppers abandon their ecommerce shopping carts during checkout at a range between 25 percent (Andersen Consulting) on the low end and 78 percent (Bizrate.com) on the high end. The following are among the most cited reasons for cart abandonment.

  • Lack of product and contact information
  • Prices on site too high
  • Shipping/handling costs too high
  • Site requires setting up an account to purchase
  • Site unclear about delivery times or how items are shipped
  • Shopper changed their mind
  • Shopper comparison shopping
  • Shopper saving items for later purchase

Some of the issues above are simply part of the shopping process. However, areas that you have direct control over should be reviewed. Sometimes the smallest bit of additional information can reduce your shopping cart abandonment rate. The more information you provide to make your online shoppers feel secure and trusting in purchasing from you, the more likely they’ll complete the checkout process.

What is your shopping cart abandonment rate?

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If you sell online (or anywhere else for that matter) you should always be looking for ways to sell more. The following tips can help you gain more sales from both existing and new customers with little to no out of pocket expense.

  1. Clearly list all products and services your business offers on your website, even if you don’t offer them for sale online.This one often stumps many businesses that sell online who also have brick and mortar locations. For example, let’s say you sell dresses on your website but also offer alteration services at your store locations. Not mentioning that you offer alteration services for your local area customers on your website is a huge mistake. Just think about how many more phone calls, store visits, and ultimately sales such a simple piece of information could generate for your business.

  3. Send an email newsletter to people on your email subscriber list and make sure to include a reminder of the products and services your business offers.It isn’t uncommon to receive email newsletters from businesses that are about one specific offer that is of no interest to you. Now imagine if that same newsletter sparked your interest by mentioning another product or service offerings you were currently shopping for. Bet you would visit the site to check it out. Especially if it’s from a company you have done business with before and you trust.

  5. Use an email signature on all outgoing emails such as customer service emails and shipping notices that describe your product and service offerings and provide a link back to you website.Think about how many emails your business sends every day. Now imagine if each one told the recipient of all that your business offers and allowed them to click a link to immediately go to your website. As basic as this may sound, it’s amazing how many businesses are still not maximizing this simple marketing tool.

  7. With every order you ship, sell in store, or service you provide, give your customer a flyer that also provides an overview of all of products and services you sell along with your current promotional offers.This is one of the easiest ways to increase sales. For example, a customer may have bought a dress on your website, at your store, or had you do alteration work and not known you sell other items that they would like to buy. Keep in mind that flyers are also viral – they can easily be passed around and shared with others.

Remember, if you’re not clearly telling people of all that you offer and how you can help them, they’ll take their business elsewhere. How many of these ideas are you applying and maximizing?

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When one thinks of building links to their website to increase Google PageRank and visibility in the search engines a lot of ideas come to mind, such as blogging, submitting links to directory sites, social bookmarking, etc. However, one of the oldest and easiest ways to build links to your website is through online press releases. Yes, press releases may not sound as cool as many of the social media marketing opportunities available on the internet today, but they work.

After you have decided upon the topic for your press release, you will need to define what the primary keyword phase is that you want your press release to target. Take the time to research to find a popular two-word keyword phase to optimize for with a keyword tool such as Google’s Keyword Tool. Also, make sure the keyword phrase you choose is both the primary focus of your press release and relevant to your site.

Once you have settled on a topic for your press release, and you have done your keyword research, it’s time to write. When writing your press release, make sure to use your primary two-word keyword phrase in the title of your press release and a few times within the body content.

Keep in mind that no matter how well your press release is optimized from a keyword perspective, it is of no use in your SEO efforts without links pointing to your site. When using press release services that allow you to place links within the copy, make sure you are using optimized keyword text links related to your product or service offerings, opposed to generic words such as “click here”. If a press release service doesn’t allow you to link within the content of the release, make sure that you link back to your site in the “contact box” or “about section” of the release.

After you have written your press release submit it to a variety of press release services. Although, there are some very good paid press release services such as PRWeb.com, there are also a lot of free services that you should consider. Ultimately, the more services you submit your press release to, the more links you will build to your website to increase your Google PageRank and link popularity.

If you’re serious about improving your search engine rankings, online press releases are one of the fastest and easiest ways go gain quality inbound links to increase the visibility to your site.

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