Over the past few months, we have all been focused on passing the pandemic healthy and safe. If you’re a small business owner, you’re also trying to survive and thrive – whether you’re creating or updating an e-commerce website, selling a new product that’s in demand, or offering delivery or delivery to customers.
The pandemic has forever changed some of the ways we approach and sell to customers. Are you keeping up with this new economy or are you leaving?
This week, I’m sharing a few ways to improve website content to help you move from COVID-19 crisis mode to recovery mode and beyond.
Here are 5 things to focus on to help improve your website content:
1. Keep being compassionate.
Empathic marketing is essential if you want to reach real customers.
According to this current study, 76% of people took on new habits, behaviors and procedures during COVID-19. And among those respondents, 89% said they plan to keep at least some new habits.
Put yourself in the place of your customers. Be friendly and understand your client’s emotional level.
Whether you write resourceful blogs to help people use your products, or offer additional customer support to quickly answer questions, provide valuable content and support that best suits your target audience.
READ: “The Importance of Compassion-Based Marketing” on our website:
When I say the word “empathy,” what do you associate it with? Kindness with a family member going through a hard time? Supporting a partner when they had a bad day? Do you come up with an example related to business?
I’m going to guess that a lot of people don’t associate “empathy” with buying or selling. Unfortunately, many brands don’t either!
But as we move forward from COVID-19, empathy-based marketing isn’t just the right thing to do, it’s now what your customers are waiting for.
2. Review your SEO strategy.
It’s important to think of SEO as a constant opportunity, and when we leave the shelter at home, it’s time to look at it again. From the most important keywords to your metadata do you most effectively reach your potential customers?
Not surprisingly, the organic search for health-related keywords is increasing. Also on the rise are online fitness classes such as Daily Burn, a video workout provider. Data show that its traffic has increased by 310% as people who are in quarantine are looking for ways to work from home.
To choose new keywords, think about what questions people will ask. For example:
Do you offer contactless delivery?
What hours do you work?
Is a tipper truck available?
We have directed the client’s SEO strategy to virtual offerings. Kim Mittelstadt of Blend Image & Style has decided to close its store due to the COVID-19 crisis and instead provide online makeup services. As a result, we’ve added more keywords related to its virtual services, expanding the reach of its brand to a more global audience.
By using the right keywords in the content of your site, you can make your site unique and increase relevant traffic.
3. Update photos.
As part of your responsive marketing strategy you also need to fake photos. For example, if you have switched most of your services to virtual, the crowd of people at the conference will not send the right message.
One of our clients, Theater of Young Actors, which has offered personal theater camps for young people for the past 19 years, had to quickly post a landing page showing their virtual camp offerings this summer.
Similarly, if you originally modified a copy of the site to include virtual services and now see customers in person again, you may want to replace those photos with images that show, for example, customer interactions in your store.
4. Immerse yourself in your data.
One of the best ways to get ideas for improving websites is to find out what visitors like and dislike by carefully studying your data. By looking at Google Analytics, you will see how visitor behavior affects your statistics.
You’ll be able to see things like how long people spend on your site as a whole, as well as on certain pages where your traffic comes from (like a referral from Facebook or someone who enters the keyword by which you rank) and which content is the most (and least) popular.
Hiring a boutique marketing agency is the perfect way to get attention and gain the deepest insight into your data, allowing you to better serve your customers.
5. Educate your audience.
One of the best ways to improve a business website is to offer people timely answers to their questions. And I’m not just talking about your marketing materials such as your blog or sales pages.
Having a special page of frequently asked questions that gives people the answers they are looking for is a good idea.
For example, WorkSafeBC has created an in-depth resource that supports employees and employers who have questions and concerns about returning to work after self-isolation.
Remember, it’s not just a return to regular business, especially when we go out to local restaurants, pubs, salons and retail stores. People will take care of their health and safety, and the more you can make them free, the more successful you will be.
Like everything, proper planning as you exit a pandemic is critical to your business success.
Communicate frequently and honestly with your customers, look for ways to continually improve the content of your site and make sure you use empathy-based marketing.
I hope you implement these strategies as soon as possible to better position your business as we emerge from this crisis. This is your opportunity to move forward as a successful small business owner, and these ideas for improving websites can certainly help.