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Improve Your Online Conversion Rates With These Simple Steps

Internet web connecting elements of digital marketing.

Improve Your Online Conversion Rates With These Simple Steps

If you have a website for your business, you’re probably interested in two things: increasing targeted traffic and increasing online conversion rates.

We know that targeted traffic is the desired demographic of people visiting your website, but what is a Conversion Rate?

In the context of a website, your conversion rate measures the number of customers that visit your website that end up purchasing your service or product- in other words, SALES.

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For many business owners, a problem arises when you get traffic on your website but for some reason that traffic does not lead to a conversion.

Why is that?

Chances are, your website is not optimized for conversions the way it needs to be.

There are several factors that play into the success of your conversions that are obvious, and there are even more factors that are not so obvious.

The most common first steps would be the addition of the following items to your website.

  1. “Call to Action” button: Someone clicks on it and hopefully they move through the sales process.
  2. Contact (or Lead) Capture Forms: Collect their information and get back to them at a later date.
  3. Phone Number: Get your phone ringing through Digital Media Marketing
  4. Email/ Newsletters: Sign-ups can be very beneficial to keep people updated on your services and current events if they aren’t ready for an immediate purchase.

These are the most common “beginner” essentials for conversion, but there may be more that’s keeping your viewers from purchasing your goods.

A deeper look into the following website elements may be the key to your success.

Web Design

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A major mistake that many business owners make is focusing too much on targeted traffic without any attention to optimizing their web design. They think that as long as people are visiting the website, potential customers are bound to buy their product.
Web design is much more than just creating a page that looks cool. A page can be as aesthetically pleasing as you want, but if it doesn’t inform visitors about your brand, or is difficult to navigate, there will be major problems when it comes to conversion rates.
Ideally, you want your web design to

  • Give a Good First Impression
  • Represent Your Brand
  • Be Easy to Navigate
  • Be Optimized for SEO

First Impressions

First impressions matter. If you have a social media account for your business, make sure that your website has a similar design that is easily identifiable as your brand – this builds trust.

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If your website looks nothing like your social media outposts, people may get confused and leave your page thinking it’s not your website.

In terms of the look and feel of your website, be sure to make your web design aesthetically pleasing to the customer while also staying on brand. The website should be simple yet professional, and the transitions from page to page should be uniform and easy to maneuver throughout.

Which leads us to….

Your Landing Page

Your website’s landing page serves as an introduction to what your company is all about. It should be clear and informative right off the bat but also, include elements that draw visitors in. This is the first page they see- which is why the overall design and attractiveness is important.

When designing your landing page, some significant things to consider include:

  • Landing pages should always be the highest quality.
  • Headlines should be compelling and include your Keywords
  • The content of the landing page should be straight and to the point.
  • Make sure that your content makes sense to your intended audience.
  • Make sure the design is attractive, simple and clean. AVOID CLUTTER!!!

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Design Continuity Amongst Web Pages

It may be tempting to construct each page with a different color scheme, but this is extremely harmful to your website’s trustworthiness. Professional websites stick with a theme that is easily translatable with recognizable patterns.

If you can keep the redirection and changing templates on each page to a minimum, more people will likely stay longer on your website.

Your website should give visitors the feeling that you are a reputable, trustworthy company. Color schemes that are consistent throughout your site, along with any fonts and other styling details, help establish that professionalism.

Let’s say you are incredibly happy with your web design, yet you are still not generating conversions. This may be because your website is not optimized with the keywords targeting your desired purchasing clients.

You may be getting traffic, but maybe Google is sending you the wrong traffic.

Optimized Keywords

If you want to increase the traffic to your website, the most important thing to consider when creating content for your pages are the keywords that you use.

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Here are some important things to remember when choosing your keywords.

  • Make sure that the keywords are relevant, so that your intended audience will be able to think of these words when searching the internet.
  • Remember to group and organize your keywords. Specific keyword groupings of a relevant nature will increase the chances of your website showing up in a search.

If you are an ecommerce business, a great way to both build trust and utilize keyword optimization is through your product pages and lets be honest, this is where you want most visitors to land anyway. Product pages mean possible conversions.

Building Trust for eCommerce

People want to see what they are purchasing, and they want as many details as possible. Social media platforms usually provide an opportunity for you to post photos of your products, but these photos also need to be displayed on your website.

Use High- Quality Images

Your product image is an advertisement. The image needs to be eye-catching yet tell the truth about your product. Make sure that the picture is a high- quality image that appeals to the eye.

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Images that have different colors and angles can really boost your conversion rate. For some, they relate more and interpret more visually as opposed to reading text. Especially in a page dominated primarily by text, an image or two is a great way to break up content and keep visitors engaged.

You want to please both types of people by using quality images and clear text.

Detailed Product Descriptions

Product description is a crucial part in the customer’s decision making process, so don’t just fill the description pages of your site with useless information. Use these sections to highlight the features of your product in an easy-to-understand way.

Be Honest

Do not try to trick your customers. Display the prices and extra charges clearly for the customer to see. If a customer goes to pay for their item and realizes that shipping is way too much, then most likely they will leave that item in the shopping cart and go look somewhere else for the product.

If you take all of these techniques and apply them to your website, then there is no doubt that you will see a positive increase in your web conversions.

Consistency is Key

We’ve said it before, but we’ll say it again. Consistency is crucial to increasing conversions. Visually, consistency is comforting and reassuring- but sometimes visuals are not enough.
Sometimes, the visitors on your website are not ready to make a purchase. They say it takes between 10 and 12 tries before sales are made. And this is why adding a call to action newsletter is essential to your conversion.

Email

You may be asking, how does email marketing help with conversion? It may be a small component, but it has potential to be huge.

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People go to your website for information first, the purchasing part happens after they’ve learned about your product. They may not be in a position to make a purchasing decision immediately, so it’s important you find ways to stay in front of them.

By offering an opportunity to join a newsletter or email list, you stay relevant to the visitor, while also not pressuring them. Get people to opt in to email newsletters and send emails to stay in front of them.

Social Media

Another powerful way to stay in front of people is through social media.
Put social media widgets on your homepage, and get people to connect with you. Getting that connection is much more powerful than just getting another page view on your website.

You want to bring people from social media websites to your own site. However, with Facebook it is different, in that studies have found that people don’t want to leave Facebook. Therefore, utilize the Facebook apps for closing sales. Include an enticing graphic on the app, or run ads that lead directly to the app and use those custom tabs to create conversions within Facebook.

An added bonus to social media is that it will improve the quality of inbound traffic. Your social media traffic consists of people who already know your brand, trust it and have confidence built up with you.

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Leading people from social media outposts to your website requires using the right bait. In the book “How To Win Friends and Influence People”, author Dale Carnegie talks about how he loves strawberries and cream, but for some reason fish love worms. So when he goes fishing, instead of baiting his hook with strawberries and cream he would bait it with worms.

Basically, don’t be focused on what you want, think about what’s in it for your audience. What’s the incentive? What will get your ideal customer excited? Are they looking for discounts? Free webinars? Local providers? Figure out the right incentive that gets someone to move down the sales funnel.
Create compelling offers for your audience. A few ways of doing this are by incorporating the following tactics: scarcity, limited time availability, and consequences. Use an alarm-based marketing formula and your conversions will definitely go up.

Add a Call to Action

The other item you need to consider is the CTA (call to action). The CTA is part of both the landing page and the ads. CTA is important, because it asks the individual to take action. Here are some things to remember when considering the CTA.

  • Keywords are important to creating good ads. These ads need to ask for a CTA, because this brings the customer further into the website.
  • When creating the CTA for your landing page, remember that it needs to stand out.
  • CTAs should be a focal point.
  • CTAs need to be visually appealing.
  • Most importantly, make sure that your CTA on your ad ties into the CTA on your landing page.

Have Easy to Find Contact Information

Questions and concerns often arise during the decision making process of conversion. Your contact information should be easy to access and find. That way, if the customer has a specific question that gets answered by a customer service representative they are more likely to purchase from that website.
Try putting your contact form at the bottom of every page and see how it improves your conversion rates.

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By incorporating and evaluating all of these steps, you’ll see that your conversion rates are easy to increase. At Social Eyes, we can help you with your

  • Web Design
  • Identifying Keywords for SEO Optimization
  • Landing Pages
  • Social Media Presence

Give us a call or fill out a form on our website for a free consultation on how we can get your conversions up!

7 Reasons You NEED a Responsive Web Design in 2022

Multiple internet-connected devices with similar layouts on a pink and purple background.

Responsive web designs have become the gold standard in web design in 2022 for a major important reason – and it isn’t just about looks.

Looks do play a major function in the benefits of responsive web design, though.

Many business owners are still in debate about whether they should consider redesigning their exsisting website this late in the game. Afterall, their adaptive web designs have already been created and paid for.

The fact of the matter is…. You can’t put off the inevitable.

The growing need for optimized web pages means that if you don’t jump onboard the responsive web design trend, you’ll most likely be missing out on organic traffic and conversions. Meaning, your business will suffer in the long run.

What is responsive web design?

In the world of website development, there are two types of modern web design.

  1. Adaptive Web Design
  2. Responsive Web Design

With an adaptive web design, the design layout of your website shifts between devices. Web designers choose and designate different layouts for each individual device in hopes to optimize the web page for specific screen sizes.

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The danger of creating these fixed and separate web sites is that not all mobile devices and desktops come in a standard size. In fact, people are now accessing the internet from their TV’s – which we all know come in a variety of sizes.

If you want to optimize your website and increase your traffic, conversions and ROI, there is extreme risk in adaptive web designs. In fact, 8 out of 10 users will leave a website if it doesn’t load properly to fit their screen.

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So, unless your web developer has an infinite amount of time and resources, it is impossible to format individual layouts for each device in a pleasing way, leading your users to leave your website for another one.

This is where responsive web design comes in.

Responsive web design focuses primarily on the HTML and CSS programming languages. This means that the internal coding for your web design will seamlessly adjust to whatever screen format or design it needs to optimize the content on the page.

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Rather than building separate sites for each device, a responsive web design uses a single website that intelligently adjusts its layout and features based on the device being used.

Now, that sounds like some smart web development if you ask me!

Below are 7 key reasons why a responsive web design is essential for your business.

1. Future Proof Your Website

In 2021, there were almost 15 billion mobile devices operating worldwide. By the year 2025, that number is expected to reach well over 18 billion.

That’s a lot of devices! Even more, that’s a lot of people accessing the internet (potentially, your website) in the palm of their hands.

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Considering that the average household has over 10 internet connecting devices, we believe it’s safe to say that as an ecommerce business owner, the success of your business deeply depends on your website’s ability to adapt to these devices.

When using a responsive web design, new technological advancements will not be an obstacle to your business. Whatever size the viewport of a device is, by using a web developer who understands HTML and CSS coding, your website will easily flow from device to device, resizing and reformatting intuitively.

How A Responsive Web Design Works

As new devices are introduced to the world, dimensions and formatting of said devices become more complicated and convoluted.

In order to help web designers keep up with the rapidly changing size and formatting of devices, HTML5 introduced the <meta>tag. This tag enables any CSS coding to automatically resize and scale an entire website to fit any screen.

For those of us who aren’t familiar with website developer coding, this simply means that within the formula that builds your website, there is an updating system that continuously optimizes your device without the trouble of redesigning and recreating new website layouts with every new technological invention.

This also means that Google will continue to recognize your website as contemporary and as an authority because of the relevance of your site… and you want Google on your side.

2. SEO

When a website is not optimized with a responsive web design, a mobile browser will default to desktop dimensions. When this happens, the user will have to zoom in and out and adjust themselves to the screen.

This is not user friendly and has many negative impacts on your website rankings.

In terms of building your SEO, Google recommends using a responsive web design for a multitude of reasons.

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  • It requires less engineering from your website developer
  • Save time and resources when it comes to Googlebots crawling your site (they only need to crawl one site vs multiple individualizes sites)
  • Reduces load time and therefore qualifies as a mobile friendly site
  • Encourages users to stay on the site longer and read your information

Most people don’t look past Google’s first page of search results. With the millions of web pages out there, it takes time for Googlebots to be able to crawl and index each and every page.

Responsive web designs are preferred by Google, and if you design and develop your site according to Google’s needs, the chances of your page being listed on the first page will exponentially increase.

It’s hard to argue with the company that provides most of the search traffic to your site.
The combination of responsive web design and effective SEO will help Google guide your desired targeted traffic to your website.

Speaking of traffic…

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3. Increased Traffic

In today’s technological environment, you could be losing more than half of your organic online traffic by having an unresponsive, fixed website that doesn’t adjust to your user’s device.

40% of people will switch to a different search result if the first one is not mobile friendly. Keep in mind that Google will register this as a bounce rate that could lower your rankings.

Google tends to favor websites that are mobile friendly and ranks them accordingly. The goal with a responsive web design is to optimize your user experience so that google ranks your website first in the search results.

A good Google ranking gets more traffic to your website, more traffic to your website means more conversions, and more conversions mean more money for you. So why not help Google rank your website by using responsive web design preferences?

4. Decreased Bounce Rate

There are many elements of a web design that affect your website bounce rate.

Slow load times are probably the number one way that websites push visitors away. In the digital age, visitors want the information they are looking for right away and waiting for a website to load is not an option.

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When someone visits your website from their device, they want ease of access and consistency throughout their devices. With a responsive web design, you can ensure that your website loads quickly and is user friendly.

Because a responsive web design is already coded to fit the user’s screen, users are more apt to stick around on your site to see the information. If Google sees that people are staying on your website and clicking through instead of quickly leaving (bouncing),it will boost your rankings.

If you are noticing a high bounce rate on your site, consider hiring a professional web design and digital marketing company. They can easily help redesign and reconfigure your website into a responsive web design.

5. User Friendly

Let’s say that a user is accustomed to visiting your website via desktop.

A desktop layout with an adaptive web design will look completely different than the layout built for a mobile device or tablet. If your user is looking for a particular menu item, navigation throughout the website via mobile will feel unfamiliar and could potentially cause that user to leave your site.

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Rather than building separate sites for each device, a responsive web design uses a single website that intelligently adjusts its layout and features based on the device being used.

The content on a page seamlessly reformats to the user’s device and stays consistent and fluid throughout the user experience.

6. Social Media Marketing

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When it comes to social media, businesses are now realizing that times have changed. The old popular opinion about social media marketing was that it was a waste of funds with zero ROI. This is only particularly true.

Social media platforms may not be generating the actual sales, but they are a key component to your marketing strategy.

In 2022, there are now over 4.55 billion active social media users whose daily average time is about 2.5 hours. Most of these users are visiting social media platforms on their mobile device.

People expect a business to have a social media account. Without one, your business could lose credibility with future customers.

When people see your business on social media, the goal is for them to follow your links to your website. Thanks to responsive web design coding, it doesn’t matter what device the user is using- your website will load and automatically format to the user’s device preferences.

This ease of getting traffic to your website through social media can increase your ROI and conversions as long as your web design is developed properly with that responsive coding.

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7. Easily Make Changes

With the old school adaptive format, web designers had to create at least two different websites (one for desktop and one for mobile). This means that when any updates need to be made, there are at least two websites that need to be updated separately.

This is inefficient and leaves many opportunities for mistakes and inconsistencies across devices. With a responsive web design, there is only one website to manage when any changes need to be made- saving you time and increasing your productivity.

Need a small change? The work only needs to be done once and then your web designer can move onto bigger and better things. As we stated in the beginning, if you future proof your website by starting with a responsive web design, the time it takes to make changes will be far less time consuming.

If you need help in restructuring your website, Boise’s top web design and digital marketing company Social Eyes can help you. Our professional web developers can take your current website and optimize it with responsive web design coding- getting you more traffic, more conversions, and an increased ROI.

6 Key Factors of Good Web Design

A computer and monitor on top of a desk. The monitor display says ‘Work hard anywhere’ over a background of mountains.

It’s 2021. In a world full of digital media, it’s no shock that the design, content, and layout of your website is instrumental in defining people’s perception and belief in the credibility of your brand. It only takes 50 milliseconds for users to form a first impression of your website, which can either make or break your marketing efforts. Your website should be designed to make a good impression as well as capture visitor’s attention. Beyond that, here are 6 factors to keep in mind when designing your website.

First Impressions

It takes no time at all for a customer to form a first impression of your company based on your website, but why should you care? First impressions are important because they last well beyond the moment due to the primacy effect, the phenomenon of remembering the first thing in a sequence more than its subsequent items. Your customers are more likely to remember that a homepage wasn’t up to par rather than the other pages that were.
Making sure your website gives a good first impression is done by making sure it is appealing, user-friendly, and highly responsive with a fast-loading speed. You should be sure that making your website appealing is near the top of your “To-Do” list, because 38% of people will stop engaging with a website if the content or layout is unattractive. Make sure you’re not warding off any potential customers with an unattractive or old-fashioned website.

Useability

A good design is key to a good website, but form follows function. That is to say that you need to consider what your customers are looking to see as you go about designing your website. A web usability report stated that 86% of website visitors look for product or service information, 65% search for contact information, and 52% want to see an “About Us” page. If these pages aren’t as easy to find, your users may potentially become frustrated and leave your website in favor of a competitor’s. Standard conventions, like featuring primary services in your main navigation bar and putting your phone number in the upper-right-hand corner of your site can help make the website more easily usable by your customers.
Web design is complex by nature, so consider partnering with a professional design agency when making your website. They’ll be able to utilize insight into what the customer wants and offer up a website that suits their needs.

Ease of Navigation

There is a principle known as Hick’s Law that states that the duration taken to make a decision is directly proportional to the number of choices given. That is, the more choices you are presented with, the longer it will take you to come to a decision. Hick’s Law should be at the front of your brain when going to design your website. Website design should be simplified, and the number of items your visitors can click on should be reduced so they can easily decide where to go and what actions to take. A good rule of thumb is to only have seven options or less on your page.
Having only seven options on your page may be a bit tricky. When narrowing your choices, take a good look into what your categories are. There might be some that are technically duplicates, or others that can be combined into one larger grouping. Simplify your navigation as much as possible so your visitors have an easy time finding exactly what they need.

Conversion

Conversions are any action taken by a website visitor in response to your call to action. This could include making a purchase, signing up for a newsletter, or even clicking through a slideshow. Your website’s visual design should be optimized for conversion, and there are quite a few ways to do this. One way is to utilize the open space on your page to draw visitor’s attention to your call of action, much like how Apple operates. Another way takes a note from Amazon’s book and utilizes contrasting colors and styles to make important information stand out on even the busiest of pages.
Your goal is to have the power over your audience’s eyes to point them in the direction you want them to be in. If you use this skill correctly, you’ll be able to drive traffic anywhere you want on your webpage, enhance the user experience for your visitors, and experience higher conversion rates.

Brand Credibility

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Take a look at these two hallways and think about which one you would rather walk down. If I had to guess, I’d say you picked the one on the right. It is bright and clean, whereas the left choice is dark and scary. Web design is kind of like these hallways, just without the fear of tetanus. Modern, professional designs promote trust and brand legitimacy, while outdated, poorly designed websites make users doubt your credibility.
A Stanford Web Credibility Research study found that 75% of judgements about a company’s credibility are based on the company’s website design. It also found that 46% of consumers base their decisions about the credibility of a website from its visual aesthetics. Knowing this, make sure that your logo, colors, fonts, and general style are all visually appealing to keep your website professional and consistent.

Mobile Friendliness

Google is pushing a mobile-first approach. A report from Hitwise revealed that nearly 60% of all online searches happen on mobile devices. 85% of adults think a mobile website should be just as good if not better than its desktop version. The facts are piling up, it’s extremely important to have a well-designed mobile website.
Don’t get caught up in only designing your website for desktop functionality. In our mobile-friendly world it is more important than ever to have a reliable website that functions no matter what size of screen it lands on.

It’s a good idea to work with a website developer as you go about designing your page. Web Developers like Social Eyes Marketing work with you to turn consumers into customers and create a memorable experience for anyone visiting your website. Put your content directly in front of your target audience and turn your website into a lead generating machine! Go ahead and give us a call to get a quote for our professional design service.

Get Your Business On The First Page Of Google

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When your business shows up on the first page of Google, not only does it increase your exposure but also your clickthrough rates, website traffic, and generate more leads. How often do you really click to the second page of Google to find what you’re looking for, let alone the third or fourth pages? As great as this is for your business, there is a lot of tedious work and numerous steps that go into trying to reach the front page and some methods are more successful than others. Here are a few secrets to help get your business to appear on the first page of Google!

Identify Keywords

Using keyword-heavy content is one way to get searchers to your website. You essentially want your website to use the same language as your potential customers would be searching for. Identifying what queries and keywords people are using to pull your website up on Google can help you reach more customers. Keyword research is an ongoing process. There are several websites that can help you pull what keywords are getting people to your website and help you create keyword-rich content.

Emphasize Location

Putting your location (whether that be your town, state, or region) is really important for getting your website on the first page of Google. When customers search for your industry and add your city into their search query, your business is more likely to come up if your location is posted in multiple places. Adding your location in content, social media, your website, and your Google listing will boost you to the top of location-based inquiries.

Optimize Your Listing

This can be considered one of the most crucial steps for getting your business to the first page of Google. Ensuring that all of your information is filled into your Google Listing helps your business with visibility and ranking. Complete listings get nearly seven times more clicks than ones that are incomplete. Updating your information is also important for keeping your business at the top of the listings for your category. Google’s algorithm loves when you upload media that encaptures your business services and the atmosphere or culture, so put your professional photography hat on and snap some photos!

Enhance User Experience

If you have a website that is difficult to use and get information from, customers will likely not be happy and neither will Google. If a customer doesn’t find what they are looking for when they click on your website, they will quickly leave your site and go to the next option. Google can tell if customers return to your website and can move you up in the rankings and onto the first page. Happy searchers are one of the biggest keys to getting your business to the first page!

Getting your business to the front page of Google is not for the faint of heart. Frequent adjustments are necessary and lots of background research into the most successful tactics will be ongoing. If you are looking to improve your exposure, website traffic, or any other aspect of your business’s marketing, contact Social Eyes Marketing today to speak with a member of our professional marketing team!

Case Study Spotlight: McDowells

a desktop computer displaying the mcdowells specialty repair website.

At Social Eyes Marketing, we love working with local businesses in our community! The team at McDowells Specialty Repair is a great asset to the Treasure Valley. They are highly skilled in so many different areas, and showcasing their diversity on their website is just one of the many things that they have trusted us to do for them!

Services Provided

The Problem

When we built a new website for our friends at McDowells last spring, their existing content was good…but we knew we could make it great. McDowells is known valley-wide for their skills at furniture repair and antique restoration, and we felt that their rankings should reflect that!

Our Solution

Using SEO industry best practices, we conducted extensive keyword research and implemented high-quality content updates. Along with a strong PPC campaign, we wanted to achieve strong organic rankings; we built the web page content, created an ongoing content marketing plan, and then let the algorithm have at it!

The Results

Unlike PPC, SEO doesn’t take effect overnight. As the months passed, our hard work started to pay off and rankings increased. Within a year’s time, McDowells began to dominate the first four positions on the SERPs for the targeted keywords…including holding the number one unpaid spot for furniture repair in Boise!

 

Graph depicting keyword ranking research performed by Social Eyes Marketing.

 

In Conclusion

At Social Eyes Marketing, we take our work seriously. We will never make false or unrealistic claims to our clients and use proven strategies to achieve real results. If, like McDowells, you’re ready to go above and beyond paid advertising and get to the real work behind search engine optimization, give us a call today. Our local SEO gurus are ready to help you put your business on page one!

Why Not To Google Your Own Business

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It can be tempting to Google your business to ensure you are appearing in the search results, check your ranking, and view your ads from a consumer’s perspective. However, making this a habit can hinder your efforts and subsequently create more work for yourself, or your marketing team. Outlined below are a few reasons why you should not Google your own business.

#1: It can wreak havoc on your PPC campaign.

With any small business, budgetary constraints are a real factor when considering your marketing strategy. Google Pay Per Click (PPC) advertising can account for most of your budget and as such, your campaign needs to operate like a well-oiled machine.
One factor that Google takes into consideration when determining your ad quality is something called “click through rate,” or CTR. Each time your business is searched but your ad is not clicked your CTR is reduced, giving Google the impression that your ads are not relevant to the search intent. This will eventually lead to an increase in ad cost and a decrease in position within the search results.

#2: It can skew your perception of performance.

It is more than likely that there are hundreds of keywords, both long and short tail, that are relevant to your business. Assuming you conducted adequate keyword research prior to selecting your chosen words for your paid campaign, it is probable you rank considerably well for those specific keywords.
However, because there are so many, it is nearly impossible to rank for each one. Additionally, your paid ad will only appear for the keyword or keywords you bid on. If you Google your own business using a keyword you think is relevant to your service(s) and do not see your ad, it could lead you to believe your ads are not performing well.
Rather than using Google search to determine your ads performance, check the analytics. There is even an option to view your current ad as it appears in the search results on both desktop and mobile devices.

#3. Search Engine Optimization (SEO) takes time.

SEO is a strategy that primarily focuses on ensuring your business, or services offered, appear near the top of the page within the search results. Google is consistently updating their algorithm and as such, SEO efforts can take quite some time to yield fruitful results. This is precisely why many companies opt to focus efforts on using paid advertising, coupled with SEO techniques.
Producing content and then searching for that content shortly after is likely to lead to disappointment if it does not rank quickly. Revisiting our previous point of skewed perception, you can often feel defeated if you do not see your blog, video, post, etc. ranked highly in the search results. Keep in mind this is a slower process, but completely worthwhile once your content begins ranking. It is a great way to establish your company as an authoritative presence within your field.

At Social Eyes Marketing, we are here to help our customers get the most out of their marketing efforts and strategy. We not only offer expert advice, but we are also here to ensure campaign performance is exceptional. Give us a call today to discuss how we can help!

Creating An SEO Plan For Your Business

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If you are looking to increase traffic to your website, SEO is your solution. Optimizing your business will have many benefits, but it is important to know the right plan to take in order to be resourceful with your time and money.

Step 1: Understand SEO and Its Benefits

The first step in optimizing your website is to understand what exactly SEO is and the benefits it can provide for your business. SEO is an acronym for Search Engine Optimization and is used to drive traffic to your website. So how does optimizing your website drive traffic to it? Did you know that 75% of internet users never scroll past the first page of search results? Optimizing your website will ensure that it comes up at the top of search results on search engines. No matter the size of the company, your website will benefit from using SEO.

Step 2: Set Goals for Your Business

In order to understand how to optimize your website, it is essential that you know exactly what you want to achieve. Are you trying to gain more clients? Are you trying to develop clientele in a wider location range? Or are you trying to reach a wider age range? Identifying your goals will ensure that you can develop an SEO plan specific to your business.

Step 3: Consult with a Marketing Specialist to Determine How Your Goals Can Be Achieved

The last step in creating an SEO plan for your business is to consult with a digital marketing specialist to determine how your goals can be achieved. Marketing pros have extensive experience in identifying what type of optimization will benefit your business the most and achieve your goals.
Consulting with a marketing specialist will help you determine if you need to need to increase links to your website, utilize PPC, incorporate more keywords into your website, or apply a different technique to optimize your website. Your SEO-savvy marketing professional can also help you decide the best route to take since they have experience with all types of companies.
By following each of these steps to create an optimized website, your company can increase traffic to your website and accomplish all of your marketing goals. Social Eyes Marketing is here to help you with this process or any other marketing needs that you may have. Contact us today for more information or with any questions!

Case Study Spotlight: Knight Plumbing

person using the knight plumbing website for their plumbing emergency

Knight Plumbing has trusted Social Eyes Marketing with their digital marketing for quite some time now. When the time came for the company to upgrade to the next level through its website and ads, our team was excited to help!

Services Provided

  • Website Development
  • SEO
  • Google Ads
  • Video Production
  • Reputation Management
  • Professional Photography

The Problems

The old Knight Plumbing site, while still performing well, was a little out-dated by new standards and wasn’t converting to the ability we knew to be possible. SEO can be super tricky for “plumbing” since it is such a competitive field in Boise and the surrounding Treasure Valley area, but we wanted to see if we could also ultimately boost rankings in that department.
Meanwhile, the Pay-Per-Click (PPC) ads for Knight Plumbing were converting pretty well, but we knew that there was potential for even more conversions…as well as an extended reach. So we decided to do something about it!
Knight Plumbing's website screencap. In order from the top to the bottom: the header, hero, services, customers, and the footer.

Our Solutions

When building the new website for Knight Plumbing, we wanted to boost visual appeal and functionality. Our web development team really nailed it: the design is bold and authoritative, drawing attention to professional business photography and local testimonials, emphasizing the company’s community connection. While keeping our goal of a higher conversion rate in the forefront of the design plan, we focused on utilizing clear calls to action (CTA’s) throughout. We also fiercely analyzed existing SEO and used industry best practices to keep content fresh, high quality, and relevant.
When approaching Google Ads, our experts integrated the already existing, successful campaigns into the new website. They also implemented some new types of ads to aid in potential conversions, as well as utilized new tracking technology to better understand user engagement. To expand the brand familiarity of Knight Plumbing, we also implemented new display campaigns to reach a larger audience than had previously been targeted.
A screencap of Knight Plumbing's new site design. From top to bottom: the header, services, customers, contact us, and footer.

The Results

We think it’s pretty obvious that the results speak for themselves. Analytics show that both the number of users and their individual pageviews are consistently higher this year than they were in 2019, and appear to be following an upward trend.

Line graph showing results of number of users and over February, March, and April of 2019 of one line and 2020 of the other

Line graph showing results of number of  pageviews over February, March, and April of 2019 of one line and 2020 of the other

Conversions are also up, with nearly 58% of converted traffic sourced through those new ads! Comparatively, the total conversions generated from direct search has dropped from 33% in 2019 to just under 9% in 2020; showing that we must have done something right to increase that outreach.

6 graphs with 3 showing 2020's March and April's top channels, users, and conversions. The other 3 show the same stats for 2019.
And as for those ads themselves? Their performance shows just how well our experts know the industry! The growth and increased frequency of clicks have helped cement Knight Plumbing on the maps for Treasure Valley locals.

Line graph showing clicks, CTR, Conversion rate, and search improvement share percentage. Each status is a separate line.

In Conclusion

The Team at Social Eyes Marketing are digital marketing masters. From web design and development to ad campaigns, SEO to business photography, there is no finer firm in the Treasure Valley. If you think your website could use a little sprucing up or you are in need of a little PR or reputation management, contact us today and watch the results blossom!

Case Study Spotlight: Upright Chiropractic

laptop depicting the upright chiropractic website

At Social Eyes Marketing, we make a difference for our clients. When Upright Chiropractic came to us in Spring 2019, they were looking for a little bit of help developing their web presence. What they hadn’t expected were the outstanding results they would see after our work!

Services Provided

The Problem

Having just opened in 2018, Upright Chiropractic was facing many of the usual challenges for a new business. Knowing that they needed some kind of web presence, they had already created a website to hold their domain, but they knew it needed a little work…so they called in the experts!
Upright Chiropractic old website screencap. In order from the top to the bottom: the menu, hero, services, and the footer.

Our Solution

We took the stepping stones they had provided with gratitude, and our web design team gave their site a full-body makeover. While maintaining focus on page speed (the site loads in 2.4 seconds and receives an A grade on GT Metrix) and an appealing aesthetic, some of our points of attention included:

  • Followed existing branding guidelines
  • Used clear calls to action (CTA’s)
  • Focused on incorporating local imagery
  • Utilized family-based imagery to promote whole family healthcare

Upright Chiropractic new website screencap. In order from the top to the bottom: the menu, hero, services, and the footer.The Results

When the new site launched May 16, 2019, the impact was astounding. Not only is the site highly responsive, but the mobile capabilities match the desktop, with easy “tap-to-call” buttons to make it convenient for patients to get in touch!
Blue and white line graph showing pageviews from June 2019 to February 2020, with most high points being  around or almost 40
Over time, site traffic has been consistent and strong! By utilizing the best SEO practices in the construction of their site, it is easier and more convenient for their target clients to find them than ever before.
In fact, the team at Upright Chiropractic happily boasts 40+ new contacts each month from Google searches, which is an outstanding number for their industry!
Graph 1 is a pie chart. Organic search is 53.2% and direct is 42.1%. Graph 2 shows users from July of 2019 to November 2019.

The Testimonial

We believe that the best evidence for our work comes from the satisfaction of our clients. Dr. Erickson had some words he wanted to share to show you how we’ve helped their practice soar!

In Conclusion

The team at Social Eyes Marketing has both the knowledge and the skillset to accommodate any of your digital marketing needs. Whether you need a little work on your website as was the case here, need a boost in your social media management, or need professional video and photography services, contact us today to join Upright Chiropractic in marketing success!

E-A-T: The SEO Trend You Need to Know

google seo

Google E-A-T: no, it’s not what’s for dinner!
With all the acronyms today, it can be a little hard keeping them straight! But when it comes to the future of SEO (Search Engine Optimization), E-A-T is one you’ll want to know.

What is E-A-T?

E-A-T is an acronym used by Google in it’s Quality Rater Guidelines (QRG) that is a way to “grade” your site and web presence. Considered a high priority, as it is mentioned 135 times in the 167 pages of the current draft of Google’s QRG, this is a way to test the quality of your content. By using E-A-T, the team of reviewers is ranking your site based off of the overall Expertise, Authority, and Trustworthiness you exhibit through your content.

Expertise

To display your expertise, you will want the author of the content (or owner of the page, if you are not creating the content yourself) to have the appropriate education, qualifications, and/or life experience to support your claim to be an expert on your subject/industry.

Authority

To establish your authority, you and/or the author will need to be recognized as an expert in your field not only by your audience but also by your professional peers. Reviews, testimonials, and quality backlinking can prove vital to establishing your authority.

Trustworthiness

To show your trustworthiness, you need to build credibility with your audience by the accuracy of your content, your transparency, and your reputation. Listing awards your business has won, recognizable brands that you have worked with, and staff introductions including headshots and qualifications all help to boost the trust of your audience.

The Future of SEO

While the Google algorithm itself may not be able to judge the quality of your content using E-A-T, there is a clear indication that E-A-T is the direction that we are looking at in the future. By knowing this, you can get ahead of the game and start optimizing the quality of your content now, so that when Google does figure out how to include it in the algorithm, you will maintain your rankings. As an added benefit, your client base will not only be grateful for your attention to detail, it could also grow!

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