Over the past few months, we have all been focused on getting through the pandemic in a healthy and safe way. If you’re a small business owner, you’ve been trying to survive and prosper as well, whether that’s creating or updating an e-commerce website, selling a new product on demand, or offering delivery or pickup options to customers.
The pandemic has forever changed some of the ways we approach and market to customers. Are you keeping pace with this new economy or will you be left behind?
This week, I’m sharing some ways to improve website content to help you move from COVID-19 crisis mode to recovery mode and beyond.
Here are 5 things you should focus on to help improve your website content:
1. Stay empathetic.
Empathic marketing is essential if you want to authentically reach your customers.
According to this ongoing study, 76% of people have acquired new habits, behaviors, and routines during COVID-19. And of those respondents, 89% said they plan to maintain at least some of their new habits.
Put yourself in the shoes of your customers. Be polite and understand the emotional level your client is on right now.
Whether you’re writing clever blogs to help people use your products or offering additional customer service support to answer questions quickly, provide valuable content and support that is more relevant to your target audience.
READ: “The Importance of Empathy-Based Marketing” on our website:
When I say the word “empathy,” what do you associate it with? Kindness to a family member who is having a difficult time? Supporting your partner when he’s had a bad day? However, does an example related to the company come to mind?
I guess a lot of people don’t associate “empathy” with buying or selling. Unfortunately, many brands don’t either.
But as we move from COVID-19, empathy-based marketing isn’t just the right thing to do, your customers now expect it.
2. Review your SEO strategy.
It’s important to think of SEO as an ongoing opportunity, and as we emerge from our haven at home, it’s time to take another look. From the keywords you are targeting to your metadata, are you reaching your potential customers in the most effective way?
It’s no wonder organic searches for health-related keywords are on the rise. Also on the rise are online fitness classes like Daily Burn, a provider of video training classes. Data shows their traffic is up 310% as quarantined people look for ways to exercise at home.
To choose new keywords, think about the questions people are going to ask. For example:
Do you offer contactless delivery?
What time do you open?
Is the truck available on the curb?
We change a client’s SEO strategy to virtual offers. Blend Image & Style’s Kim Mittelstadt decided to close its in-store location due to the COVID-19 crisis and instead provide online makeover services. As a result, we add more keywords related to your virtual services, expanding the reach of your brand to a more global audience.
By using the right keywords in your site content, you can make your website unique and increase relevant traffic.
3. Update your photos.
As part of your empathetic marketing strategy, you should also sweep your photos. If you’ve switched most of your services to virtual, for example, having a crowd of people in a conference won’t send the right message.
One of our clients, The Young Actors’ Theater Camp, who has offered in-person theater camps for youth for the past 19 years, had to quickly put up a landing page outlining their virtual camp offerings this summer.
Similarly, if you originally changed your site copy to reflect virtual services and are now seeing customers in person again, you may want to replace those photos with images that show you interacting with customers in your store, for example. .
4. Dive into your data.
One of the best ways to get ideas for improving your website is to find out what visitors like and don’t like by carefully examining your data. By looking at Google Analytics, you can see how visitor behavior influences your statistics.
You’ll be able to see things like how much time people are spending on your overall site the most on particular pages, where your traffic is coming from (for example, a Facebook referral or someone typing in a keyword you’re ranking for), and what content is the most. (and the least) popular.
Hiring a boutique marketing agency is an ideal way to provide personalized attention, in addition to obtaining the most in-depth information about your data, allowing you to better serve your clients.
5. Educate your audience.
One of the best ways to improve your business website is to provide people with timely answers to their questions. And I don’t mean just your marketing materials like your blog or sales pages.
Having a dedicated FAQ page that provides people with the answers they are looking for is a good idea.
For example, WorkSafeBC has created an in-depth resource that supports workers and employers who have questions and concerns about returning to the workplace after self-isolation.
Remember, you won’t just get back to normal, especially if we venture into local restaurants, pubs, lounges, and retail stores. People will worry about your health and safety, and the more you reassure them, the more successful you will be.
Like everything, proper planning as we emerge from the pandemic is critical to the success of your business.
Communicate frequently and honestly with your customers, look for ways to continually improve your website content, and be sure to use empathy-based marketing.
I hope you implement these strategies as soon as possible to better position your business as we emerge from this crisis. This is your opportunity to advance as a successful small business owner, and these website improvement ideas can definitely help.