flower tree

5 Simple Ways to Spring Clean Your Online Business

Overheard in the office this morning: “The sun’s out so I can’t complain.”

After a few grey days and long months of winter, that pretty much sums up my feelings exactly.

Spring has officially sprung in the British capital!

Even if I’m still in boots and a jumper (hey, it’s London) the sunnier weather signals a fresh start — a chance to dust off those landing pages, make your social media shine and brighten up the ole blog.

The best part? They’re easy, and dare I say, fun updates to make.

So let’s roll up our sleeves and breathe some new life into your online business.

These five tips will tidy up your digital space in no time and give it that glow other websites wish they had.

1. Revamp Your Headlines

Headlines and page titles play a huge role in attracting visitors to your site.

They’re not only the first words people see when they land on your website, but they also tell readers exactly what they will gain by clicking on your content. Or at least, in theory, that’s what they should do.

To see if your headlines are providing as much value to your community as possible, open up your blog or a landing page on your site and ask:

  • Is the benefit clearly stated?
  • Do you want to click to read more?
  • Can you easily understand what the article, video, landing page, etc. is about?

Every title on your website should pass this three-part test with flying colors.

In fact, you can even apply this “rule” to your social media posts too.

Because headlines are THE chance to pull your reader in.

If you’re feeling stuck or not sure how to craft a compelling headline, look at magazine covers and newspapers. Try to incorporate their bold punchiness into your titles.

The Onion is a master of this, although I would say it takes a certain brand to pull off this type of headline:

Think of the benefit your reader will receive by clicking on your page and put it right into the headline.

Above all, keep your audience top of mind when writing headlines. Because if it’s meaningful and relevant to their lives, it will catch their attention.

2. Perform Better on Google

Wouldn’t it be awesome to know which search terms are taking people to your site?

Google Search Console is a free tool that tells you just that and more.

Once you connect your website to the Search Console, you can see:

  • The search terms that pulled up your company’s pages during an organic search on Google
  • How many times one of your pages showed up in a user’s Google search results (the tool calls these “impressions”)
  • How many times a user clicked on your URL via a search
  • The click-through rate for each URL (i.e. the percentage of impressions that received clicks)
  • The position of your URL on the search page

This is a wealth of information about how users are finding your content through search, so how can you use it to your benefit?

A nifty video on using Google Search Console.

As digital marketing guru, Neil Patel, suggests, you can use it to zone in on search terms that aren’t resulting in clicks.

Jot down the search terms that have a high number of impressions but a low number of clicks.

Then try searching for the term yourself and seeing how your webpage appears in Google.

For these underperforming search terms, that can mean your SEO title and meta description aren’t clear and compelling enough.

Like your headlines, the Googler should know exactly what the content is about just by skimming it: short and to the point.

Next, make sure the description below the SEO title is also crystal clear. By giving the reader a bit more context while piquing their interest, your meta description can be the difference between them visiting your site or not.

No matter how you choose to use these insights, this tool is a quick and easy way to see which keywords are bringing people to your site. That’s gold.

3. Read More Tags & Widgets

I recently noticed it was next to impossible to discover new content on my website.

At the end of my blog posts, there was a small clickable link to the next post, but even I had trouble seeing it.

blog screenshot
On my blog, the links had to be changed to black and increased in size (see above).

For websites built using WordPress, Squarespace or Wix, the title of the previous blog post will typically appear at the bottom of a post, under a “Recent Posts” section or via a link to “Newer” or “Older” articles.

If this is difficult to find on your blog, try making the link bigger and more visual.

If your website is built using WordPress, you may also be able to add a widget to your footer to give visitors another way of discovering fresh content.

footer screenshot
The Recent Posts widget is fully customizable. Here’s how it looks on my footer.

This update, made by adding a “Recent Posts with Thumbnails” widget or “Read More” tag to your website, is one of my favorite tricks because it’s a small change that makes a big impact.

Plus, it extends the shelf life of your content. What’s not to love, right?

4. Boost Your Instagram Profile

With 1 billion people using Instagram each month, it’s easy to see why businesses choose to grow their community on the app.

It’s not a one-way relationship either; people interact with brands on Instagram.

According to Hootsuite, 60% of users discover products on the platform and 75% take action, like visiting the business’s website.

A content-packed Instagram bio with Linktree and Highlights.

This is why upping your Instagram game is so important.

Here are two simple ways to do that all within your Instagram profile:

  • Add Linktree to your bio so you can share multiple links to your website at one time
  • Use Highlights, or curated Instagram stories that do not disappear, to draw in your followers

Both of these tools are free and easy to use, not to mention a quick way to share more of your brand with your community.

What type of links can you add to Linktree?

The beauty is you get to decide. It could be your latest blog post, newest product, About page or even a music playlist. All you have to do is upload the link and switch it out whenever you see fit.

Highlights, on the other hand, are much more visual.

Pro tip: Canva has free templates you can use like this one to design your Highlights.

These permanent Instagram stories can be made up of photos, videos or both and can be a window into many aspects of your business: events, blog, services, tips and inspiration, ambassadors. Even the office pet.

Most importantly, they give your brand another dimension, a more personal one. Because what’s the point of social media if not to connect on a personal level?

Now, give Linktree and Highlights a go and watch your Instagram profile come to life!

5. Revive Your Blog

We’re not talking a full overhaul here, just some fun keyword search to give you new topic ideas for your blog.

I say fun because you sort of feel like an undercover detective when you find out what people, in general, use the web to search for.

Let me show you what I mean, with the help of two free tools:

  • Google Trends tells you how often a keyword was typed into Google over a period of time.
  • Wordtracker is similar in that it estimates how many times a keyword was searched for over a set time, but it also shows you how competitive that keyword and related search terms are.

Google Trends is a helpful way to identify seasonal trends, dig up relevant topics that people are interested in right now and see which geographical regions are seeking out your content.

A snapshot of topics and queries related to Van Gogh over the past month in the UK.

Alternatively, Wordtracker’s value comes from the competitive analysis it performs on a keyword.

It effectively tells you how many businesses are paying to get that keyword seen by as many people as possible.

That means you should focus on keywords with a high search volume and low competition. Those are the topics people are interested in but aren’t being overly covered by other brands.

‘Easter’ has been searched for roughly 60,500 times in the past month.

Once you start plugging in your own keywords and getting a feel for these tools, you’ll see how handy they can be for producing fresh and relevant content for your audience.

And with that, you are well on your way to giving your digital storefront that special springtime glow — one that radiates sunshine and success.

Looking for help to achieve that glow? Drop me a line at celeste@cbacontent.com.

woman on laptop

Real Talk: What’s Content (and Why Should You Care About It)?

You’ve heard this term, “content”, being thrown around a lot lately.

“If you’re not producing content, then do you even exist?” they say.

The word even makes up half of my business’s name.

But really, what is it? And why does it matter to your business?

Since there is no one-size-fits-all answer to these questions, let’s use something we’re all familiar with to talk about different content types and functions — weddings.

Just like there’s no one way to throw a wedding, there’s no one way to create and use content.

All the colors of content

Blog posts are probably the most common type of content that people discuss, but there are many other shades of content out there.

Consider going to a New Orleans wedding versus a Greek wedding — the first traditionally has a second line during the reception while the second usually includes smashing plates for good luck.

Likewise, different types of content can be seen across a variety of businesses. If you primarily manage a YouTube channel, for instance, you will produce mainly videos. Or, if you teach writers how to put together a novel, then you might have a webinar series that takes them through each step of writing a book.

Depending on what you specialize in will determine which type of content will resonate most with your audience.

This list will help get your creative juices flowing when deciding which way to educate, entertain or persuade your community:

  • Articles, including blog posts and guest posts
  • Videos, including live streaming
  • Infographics
  • Newsletters
  • Podcasts
  • E-books
  • Photos
  • Checklists
  • Case studies
  • Social media posts
  • E-courses or webinars
  • Promotions or sales offers
  • Whitepapers

quality content matters

Now that you have an idea of how wide the content spectrum is, let’s turn to the important role it plays on your website.

And while we’re discussing the benefits of creating content, it’s safe to assume that we’re talking about quality content and nothing less.

Because just as every wedding detail is carefully thought out, so too is engaging content.

Now, what kind of effect can good content have on your business?

The short answer: a powerful one.

The impact of good content can be more abstract, like building your authority in an industry, or more tangible, like direct sales.

In addition to helping you become a greater authority in the field, content has the ability to create a bond with your community, act as a sounding board for customer pain points, solve prospects’ problems and tell your audience how life will be better with your product or service.

More concretely, content can attract new prospects or subscribers, spark new relationships with strategic partners, cultivate feedback from customers and increase your ranking on search engines.

what will your ‘happily ever after’ look like?

As we’ve discovered, your business’s “happily ever after” will take on a life of its own.

Think about your company’s personality and the characteristics that define your target audience. Is your community more social and driven by visuals or more traditional and drawn to long-form articles?

Whatever it is that groups you and your audience together, try recreating that in content form. Don’t let the endless avenues put you off. Rather, embrace the possibilities, test it out and produce more of what sticks.

P.s. If you’d like help creating content for your company, email me here and we can put a plan into action.

woman jumping

3 Compelling Content Ideas to Win Over Your Audience’s Heart

The last bite of seafood pasta had been twirled onto my fork and finished off.

None of us wanted to leave this restaurant, its beachy, open-air construction built right into the cliff.

To remember it, we took a photo with the very friendly staff before saying ciao and grazie. It was a 30-minute walk back to the ferry, but just as we were leaving, our waiter said, “No, no, why don’t you take our boat back to the main beach? It’s a three-minute ride and free for people who eat at the restaurant!”

My friends and I quickly exchanged glances, all thinking the same thing: No way! They are SO nice here, this is the best restaurant in Capri!

And just like that, they won our hearts over. Their free shuttle saved us time and energy, which after walking everywhere on our trip, was very much appreciated.

restaurant photo

My friends and I with the wonderful restaurant staff!

For them, it was a small gesture to show how much our business meant to them, and for us, it made us feel like queens of Capri.

The restaurant’s complimentary boat ride is also a great example of how your website should interact with your own prospects and customers.

You want to leave a positive, lasting impression on your visitors and one way to do that is to give them something for free that will help them, or their wallets, out.

Here are three ideas for giving your website that little something extra. Because little things can go a long way and have a powerful impact on your audience.

1. A downloadable freebie

Don’t you love when you go to a website and they give you something that you can actually download, print off and use? It feels like you’ve been let in on a secret and since it’s free, you think you’ve hit a mini jackpot.

And it’s not just your audience who is gaining something. A lot of the time, these freebies are given in exchange for an email address, so if someone does download your cheat sheet, recipe or city guide, you will have a way to communicate with them in the future. To offer them similar solutions.

Think about what makes sense to offer from your brand’s perspective and create something they will enjoy and get good use out of. For instance, you could give them:

  • A  template or checklist for doing X (editing your own photos, writing a novel, etc.)
  • A calendar of events that pertain to your company’s industry
  • An e-book or professionally-designed document that compiles helpful information on one topic into a downloadable PDF

2. one-time purchase offer

You’ve probably seen this on e-commerce sites before, but another way to entice your customer to buy your product is to offer them a discount.

Depending on how and when you would like to offer this on your site, it could come in the form of a “new member discount”, a percentage off their purchase for a limited time or free shipping.

This can also be a win-win for you because if visitors have to sign up for your newsletter in order to receive the discount, then you will have their email address and access to their inbox. If this is the case, consider mentioning the discount next to the newsletter signup button on your site. More on how to successfully do that here.

3. expert knowledge or advice (with no price tag)

Using different mediums and channels, you can get really creative with this one.

There are many ways you can share valuable information with your audience, but some of the most popular and engaging solutions include:

  • Podcasts
  • Video
  • Blogs
  • Live-streaming (i.e. Facebook Live, live stories on Instagram, etc.)

The cool thing about podcasts is that they attract people who genuinely want to hear more from you and your brand. They actively choose to listen to your show because they are interested in your specialized topic.

Separately, I watched a video recently where vlogger Thomas Kuegler said one of his followers got to know him way better after watching one or two of his videos than she did after reading his articles for a year.

That’s a pretty big impression and a reminder of the kind of impact video or live-streaming can have on your community.

Finally, if you still aren’t convinced that blogs are good for business, think again. There are many benefits of blogging, from increasing traffic to building your authority and trust with readers.

Sure, blogging or discounting your product may not be as glamorous as a free boat ride across the Isle of Capri, but it will have you feeling like a million bucks when customers start raving about your company.

People working outside

Put a Spring in Your Website’s Step With These 3 Revitalizing Tips

Cafe doors are flung open. City dwellers flock to the park and I’m sipping on the first iced coffee of the season.

It’s only mid-April but with temperatures in the 80s (close to 30°C), London has fallen under a summertime spell.

Of course it won’t stay this warm for long, but while it does, let’s follow the capital’s lead and swap out the old for the new: it’s time to hit refresh on your website.

These three steps will not only revitalize your site, but they will also prove to be helpful guidelines when publishing content in the future.

1. Eliminate clutter

White space is your friend. It lets your content stand out on the page and gives your reader a more pleasant browsing experience.

Remember, you may only have 7 seconds to grab your visitor’s attention, so don’t let a cluttered layout turn them away before they settle in.

  • Remove out-of-date and irrelevant information like which high school you attended on your About Page. Or photos of your pets (unless maybe you run a pet business).
  • Take down graphics or visuals that don’t serve a purpose. They should either compliment the content on the page or serve as a signal to take an action.
  • Delete sidebars on landing pages — site pages dedicated to making a purchase, describing a service or getting visitors to sign up for a newsletter. The less distracted they are the better.

2. Lose the bulky blocks of Content

Long, dense paragraphs are the last way busy visitors want to learn about your company. Rather, focus on providing multiple entry points so readers can easily soak in your service.

  • Break paragraphs into small, bite-size chunks that are easy to skim. They shouldn’t be more than 4-5 lines long and variation in their lengths is a plus.
  • Use subheads (titles of subsections) and bullet points to break up blocks of text. They jump out at the reader and convey messages much quicker.
  • Mix in other forms of media like photos, videos, infographics and playlists to keep the reader engaged. Making them shareable is even better!

3. Give your social life A Boost

Don’t worry, I’m not telling you to go to the pub and make small talk. This step is all about sparking meaningful conversations online and making your content super easy to share.

Let social media be your megaphone.

  • Display social buttons on every page so visitors can follow you on Facebook, Twitter, etc. Also, adding shareable links at the bottom of blog posts and other content pages will make it easy for your audience to share your business tips, e-books, videos and so on.
  • Post any new, freely accessible piece of content onto social media. The tone and style will need to be adapted for each platform, but it will immediately widen your content’s reach.
  • Make signing up for your newsletter easy and obvious. Add the form to the bottom of each blog post and consider having it pop up on certain pages. Giving visitors a clear way to receive company updates is essential to creating meaningful customer relationships.

Apply just one or two of the above tips and you’ll begin to notice small changes in the way that people respond to and engage with your website.

Think of your online business as a work in progress. But less as “work” and more as a fun touchup, giving your site a pep in its step.

It’ll have you feeling like…

excited gif

via GIPHY

Woman with phone

3 Meaningful Ways to Connect with Your Online Community

We had 30 minutes to kill before the next bus to Chatsworth, so we started making our way to a coffee shop around the corner.

Before going in, I noticed a man in a big green coat and checkered Sherlock Holmes hat talking to my boyfriend.

He had just arrived from Baslow, a town over, and stopped to chat with my boyfriend, Alex, about his camera and photography.

After checking his watch and waving for us to follow him across the street, he said he’d love to treat us to coffee before meeting his friend.

He led us through a nearby hotel lobby, telling everyone hello along the way (he even knew their names), and offered us to take a seat while he added coal to the fire.

My boyfriend and I were smiling as we sat down, both thinking, “He is so nice! This never happens in London!”

Our new friend, John, had made the perfect first (and lasting) impression, and here’s how your blogs, newsletters and social media posts can too.

John Trevarick

Photo of John Trevarick by Alex Chirita

1. Be friendly and warm

If you plan to catch your reader’s attention as they flip through lots of other attention-seeking content, as is the case on social media, your message should be inviting and personable.

Like John, who introduced himself with a smile and a handshake, be friendly in your approach.

  • Use a conversational tone
  • Lay out your text in bite-size pieces
  • Introduce your message with a strong headline or relevant greeting
  • Upload a photo, video or GIF that matches the nature of your message
  • Make sure readers can easily access your content if it is on another platform

2. Be engaging

You want to find something in common with your audience so they feel like they are a part of the conversation. If your readers aren’t interested in the topic or can’t relate to it, then they will skip right over it.

John immediately asked us what we do in London, come to find that all three of us—he a singer, Alex a photographer and I a content creator—can relate to the difficulties of trying to make a career out of a passion or art form.

Yes, John had a long, successful career and had been through a lot more ups and downs, but he genuinely cared about our professional goals and how we planned to reach them.

He created an enjoyable, two-way conversation that was relevant to our lives—the second key to making a meaningful connection with your online community.

  • Narrow in on what your audience cares about
  • Think about your content’s purpose—does it solve a problem, entertain or act as an announcement?—and stick to it
  • Write a punchy headline that draws in your readers (and doesn’t mislead them)
  • Be passionate and genuine in the delivery of your message
  • Ask a relevant question and invite readers to leave comments or feedback

3. Be giving

It’s important to always give your audience more than whatever you are asking for.

In exchange for your reader’s time and attention, your content should provide something of value: a solution, piece of advice, helpful information, service or special offer.

John not only told us entertaining stories that are now fond memories (he met Tony Bennett once and sang him his favorite Tony Bennett song!), but he also insisted on paying for our coffee and looking him up the next time we visit Derbyshire.

He turned a spare 30 minutes into a new friendship.

How can your content do the same?

  • Offer a free e-book with authoritative advice or tips
  • Host a video chat where you answer your viewers’ questions
  • Give special offers on your products or services
  • Put on a contest and reward the winner with a prize (big or small)
  • Produce an entertaining podcast or post a cool behind-the-scenes video. Get creative!

There are countless ways to connect with your online community, but creating content that is friendly, engaging and giving will make those connections meaningful and relevant.

Thanks, John, for showing us how it’s done.

P.s. Here’s a short video of our weekend in Derbyshire.