Welcome to our blog
Due to our ongoing expansion into multiple markets and sectors, we are opening a new role in our digital marketing team in Lincoln.
£20-25,000 Salary (DoE) + Bonus + Benefits
We are looking for someone with a passion for all things digital and an ambition to succeed in competitive environment. The Search Marketing Executive will be responsible for increasing traffic and conversion to a number of client’s websites through improving Paid Search and SEO tactics.
We use a wide variety of technology and media to help our clients tell their stories. Here’s one of our latest B2B product marketing videos produced for a client over the last few months. Everything you see is meticulously storyboarded, scripted, modelled and animated to deliver this high end result. A series of these videos are being delivered and used online, in presentations, on iOS toolkits and much more.
The positive stream of online media choices and the ever increasing willingness for people to adopt them means that, for businesses to be a success online they need to create a different kind of relationship with their customers and then manage carefully nature it.
As consumers and decision makers we receive our information online, process it and are continually influenced by the Internet, social-networking sites, mobile phones and much more. Despite the technological advances in most of our lives, each designed to make our lives simpler – most people use the same logic to make their online decisions as they do offline ones. We all understand how the average online decision maker has more information at their finger tips than ever before with more products, businesses and brands to choose from. But it’s ‘choice’ that many businesses still struggle to get to grips with – your customers choose who they are interested in, they choose the products they buy, the brands they become loyal to and businesses they deal with.
Following our previous blog post on Search Engine Optimisation – here’s an outline from The Energy Cell into some of the basic principles of conversion optimisation – another important element of online marketing strategy. As well as investing efforts to help improve the quantity and quality of traffic coming to your site, another hurdle is to convert these visitors into paying customers. A good conversion rate may be relative from business to business, but to make sure you are getting the most from your website, you need to carefully evaluate exactly what your site is saying and the ways in which it is saying it.
Once you have clearly established what it is you need your website to do and the action you wish your visitors to take, (whether this is online sales or lead generation) your site should be optimised to achieve these goals through both design & functionality and the content. Here at The Energy Cell, our websites are always designed to the highest standards, using a combination of experience and science to create sites based upon a fundamental principle for success – ease of use. A good website should never waste your visitors’ time by making them think too hard – your calls to action should be clear and consistent, swiftly directing users to where they want to be and making the checkout process or action as quick and easy as possible, to convert the sale and reduce the chance of them looking elsewhere. The power of high quality design should also not be undermined: sites that not only look professional and well crafted but are clearly laid out, powerfully branded and importantly, consistent will help make your brand more recognisable and give the user more confidence in the quality of your services. From a technical perspective, your site should also perform to expected standards, should be designed with accessiblity and usability in mind, and optimised and browser tested for different web browsers and mobile devices.
As well as being optimised for search engines, the content of your website needs to do more than just provide descriptions of your company, products or services. In order to improve your conversion rate, you need to build trust between you and your users; this can be done by the use of accreditation marks but also through providing accurate and thorough information: everything your user may possibly want to know should be readily available, including a good help or FAQ section, information about returns policies and full contact information. You should always be able to provide any guarantees or promises you make on your site: the aim is not just to reel in impulse buyers, but to convert visitors into loyal customers.
From a commercial aspect there are some simple points to remember that can make a big difference. Your site should emphasize your USPs: what is it your site can offer that others don’t? If you are not selling unique products or services, are you offering competitive prices, voucher or offer codes, free delivery, different payment options or guarantees? Reviews can also boost conversion rates: allowing user feedback will increase buyer confidence but again, it is crucial that you are able to provide the services you offer to a high standard, as numerous negative reviews will reduce rather than improve your rates of conversion. Finally, regularly use analytics to track your user activity and see which elements of your website are the most successful. Making adjustments to your site to boost conversion rates can often be a case of trial and error: try out new ideas and be prepared to admit mistakes if the outcomes aren’t as you hoped.
These are merely some of the fundamental principles of conversion optimisation: as with all areas of web design and marketing, there is no substitute for professional knowledge and expertise, so for more information about our services just get in contact and our team can help!
Copywriting for the web isn’t as simple as putting words on a page. In fact, it’s not really about writing at all…
Poetry has its place – but it’s not on your homepage. Writing web content is all about effective communication. Compelling your audience to believe in your products and services. Motivating them to take action.
It’s a skilled art. Engaging prospects on the web is much harder than traditional print media: people tend to only skim read words on the screen – and with so much competition for their attention, precise language is the only way to capture interest.
So, if you’ve been assigned the task of writing for the web, here are some simple tips that could help you optimise your writing and boost conversion rates…
Keep it to the point. That doesn’t necessarily mean keep it short. Your audience requires sufficient detail to make an informed decision, whether that’s 50 words or 500. It means keep concise; every sentence should have a purpose. There’s no room for endless waffle or jargon-filled passages requiring a dictionary to decipher them – which leads to our next point…
Don’t make your audience think. Clever word play and flowery description may leave us with a glow of pride in our own intellectual efforts… but your audience might not be quite so impressed if they have to work out what it is your actually selling. Keep it simple!
Focus on the benefits. So the Widget3000 is now 50% lighter with Bluetooth capability… so what? What’s the positive effect this brand-new or exclusive feature will have on your audience? If your product or service could save them time, save them money… make sure you tell them!
THIS IS WHY YOU SHOULD BUY OUR PRODUCTS AND SERVICES. Your headline: it needs to be a succinct and powerful motivator explaining what you do and why they should buy from you. So whilst we aren’t all gifted writers, if you want your audience to read the body of your text – you need to make sure it’s right. Finally…
Remember who you’re talking to. Imagine yourself in the shoes of your prospect. How do you want to be spoken to? What kind of personality do you expect the company to have? Although you need to make sure you take SEO into account, text should be written with the end reader in mind. Always check the balance of text is focused on ‘you’… not ‘we’.
With professional copy, every word of every sentence is specially selected, scrutinised and tested – so you can guarantee even the shortest, simplest and most unassuming piece has been carefully crafted to fulfill set objectives. Here at The Energy Cell, our professional copywriters know exactly what it takes to create strong, memorable and unambiguous content… so for a chat about how we could help you, just get in touch! In the meantime, keep an eye out for more blogs on all things design and marketing… and don’t worry, we’ll keep our attempts at poetry strictly offline!