Writing Webpages That Convert

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Delicious DigitalWriting Webpages That Convert31st May 2016 Sydney7th June 2016 Melbourne

Nice to meet you

Shanelle Newton Clapham

Consultant with more than 12 years experience in digital marketing & fundraising

Author: Attracting Donors Online.

Imagine…

What could you achieve if more people completed the desired goal?

What we’ll cover

• How to write for humans and robots• SEO basics• What good web structure looks like• Landing page conversion

(what you’re really here for, right?)

•

Humans and Robots

For every page of web content you create you have to decideWho are you writing for?

You need to choose

Converting people

Getting people to

your website

You need:• To attract people that are ready to convert • Keyword research + SEO landing pages• Advertising and marketing.

Getting people to your website

Tick more boxes than your competitor

• Google is a robot• Best result = top spot

• 200 variables under consideration• One more box can make a difference.

One simple SEO rule

Landing pages that:- capture data- accept payment.

It’s people you have to convert

•

SEO

Keyword Research

• Identify what your audience is searching for • Prioritise your target keywords based on volume, relevancy

and competition (likelihood to convert)• Identify gaps in your content that you need to fill.

SEO Tools for keyword research:

http://www.seotoolset.com/tools/free_tools.html

https://adwords.google.com/ko/KeywordPlanner

Use your keyword on the webpage in:• Links• Buttons• Headings• Paragraphs• Captions• Alt tags

What is the keyword for this page?

http://wwf.panda.org/about_our_earth/deforestation/deforestation_causes/illegal_logging/

Case study: Heart Research Institute

http://wwf.panda.org/about_our_earth/deforestation/deforestation_causes/illegal_logging/

Conversion rate 2.8%

Case study

http://wwf.panda.org/about_our_earth/deforestation/deforestation_causes/illegal_logging/New URL:

http://www.hri.org.au/about-heart-disease/campaigns/how-is-heart-disease-caused/

Conversion rate 20%

Linking Google’s “spiders” crawl the internet, moving from one link to another. You must use keywords for your hyperlinks.

Linking Internal, External, Inbound

Internal Linking External Linking Inbound Links

Used to move people around your own site

Used to direct visitors to other websites

Links pointing to your website from 3rd parties

Create contextual links through keywords

Done to add value for the user

Google views inbound links as

recommendations

You can use internal links to strategically grow your page rank

SEO credit goes to site you point to

Most important (& hardest) element in

SEO

Webpage Structure

A normal content webpage

1. Body copy2. Headings3. Images4. Calls to action5. Mobile view.

1. (key)Words on the page

2. Headings

3. Images

4. Calls to action

CTA

CTA

CTA

CTA

Call to action – buttons

Use buttons:Nielsen: • 3D buttons work best• Buttons need to stand out from the text – don’t use coloured

blocks around headings that are not clickable• People are used to rectangular buttons with rounded corners

Call to action – language

Landing pages

Standard landing page

• Classic SEO landing page.

Case study: Plan International Australia

Landing page – Step 1

Data Capture – Step 156% conversion rate

Landing page - Step 1

Landing page Step 1 - homepage

Landing Page Step 1 - homepage

It can work for charities too.

How mobile varies

Features & benefits landing page

Features & benefits

Landing pages checklist

1. Make a great first Impression2. Choose an image with impact3. Simple layout4. Strong & clear next step to take

(call to action)5. Maximum 5 data capture fields.

1. What makes a great 1st impression?

Clear and easy to followBoldEmotion

Convey your message in a glance

2. Images with impact

3. What landing page layout suits your purpose?

Features & BenefitsStep 1Standard

4. Clear call to action

5. Data capture

Donation pages

Donation landing page

How mobile varies

1.45%

3.95%

Case study: Plunket

2.46%

7.22%

Case study: The Wilderness Society

To write webpages that convert you need:

✔ Landing pages with call to action✔ User friendly web structure✔ Keywords for SEO

Questions?

Thank you very much