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With Website Grader scores all in the 90s, most marketers would believe these three web sites have it all - looks, indexed pages, fabulous results. In fact, while they are doing a great many things very well, each of the marketing managers associated with these web sites felt they could do better and asked for an evaluation during the weekly HubSpot Website Optimization Webinar. Read further for specific feedback.
Company: PartyLite | Website Grader Score: 94
Website Optimization Suggestions:There are three Calls to Action on the Home Page: Become a Consultant, Host a Party, and Shop Now. We took a look at the Host a Party Landing Page to offer some concrete tips.
1. The Host a Party link on the Home Page of this web site puts the visitor onto a new page - a page without a form. In order to Host a Party, you could click on one of three links. The two more obvious links don't go anywhere. The third link was "Set A Date" which was difficult to find and, more importantly, did not tie in with the Host a Party CTA. That link led to an even more confusing landing page that allowed the visitor to search for a Partylite Consultant. We suggested modifying the verbiage here to assume that someone going there would be a new visitor and unlikely to have an existing consultant.
Marketing Takeaway: When working to capture leads, remember to put a form on every page (Home Page, Landing Page).
2. Start a Blog. Partylite has some terrific home decorating products (think Pottery Barn) and by utilizing a blog with regular posts, they would be able to create visibility into the homes of their consultants, their party hosts, and create an ambiance that would feed into more parties.
Marketing Takeaway: Content does not need to be created by Corporate in order to be successful. Use all of your resources.
3. Modify the meta data on individual pages to highlight specific products or offerings rather than repeating the same information for all. The three pages analyzed by Website Grader showed the same meta-description: PartyLite is the premier direct seller of candles and accessories, offering a quality candle purc....
Marketing Takeaway: For maximum SEO "juice", make sure you are taking advantage of all keywords and using them effectively throughout your website.
Company: Myelin Repair Foundation | Website Grader Score: 97
Website Optimization Suggestions: 1.With every non-profit, donations are critical to their existence. And, that need often drives aggressive stances on their websites. In this case, the suggestion was to move the Call to Action from "Donate today" to "sign up to learn more".
Marketing Takeaway: Visitors to your website need to be nurtured in order to move them from a mild interest to a significant interest and enough of an interest to make a donation.
2. They have a blog (with lots of great content and interesting research related to their focus). And, a monthly email newsletter. The suggestion here was to move the newsletter subscribers to become blog subscribers.
Marketing Takeaway: Centralize your efforts and optimize your results with the content you are creating. More blog posts mean more search engine indexed pages, which is a better investment.
3. Make certain to renew the domain which is set to expire in just a few months. Google takes an interest in domains that aren't kept up and assumes that the domain might not be around for the long-term.
Marketing Takeaway: Take a look at all of your domains and be certain that they are registered in the organization's name and have been renewed for five or 10 years.
Company: SpencerFane | Website Grader Score: 91
Website Optimization Suggestions:
1. The image on the Home Page might be off-putting to someone that is looking for senior experience and talent. This guy looks about 22 years old and more of an intern than an attorney.
Marketing Takeaway: Try to avoid stock photos of people. In this case, the image is also being used by another local law firm. Consider using pictures of your employees on your website.
2.When is a blog not a blog? In this case, Website Grader evaluated a page on this site as a blog, when it is a listing of recent articles. We suggested that they consider creating a real blog and letting search engines index the pages.
Marketing Takeaway: Find ways to incorporate a blog into your website. We cannot say this enough.
3. The 130 attorneys at this firm all want visibility. And, the best way to increase visibility is to modify the title tags on their individual pages to have their name first, their title, and then the name of the company.
Marketing Takeaway: The name of your company is a nice thing to have in your title tag but search engines aren't going to "read" it as being valuable if all pages begin with the same words. Use the variety on your team to attract those spiders to your site.
Interested in having your website optimized for maximum Inbound Marketing effectiveness? Join us for a free webinar to learn more about how your website can attract more leads for your business.
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