writing webpages that convert
TRANSCRIPT
We’re on a mission to give every donor a great online experience
We love the Not-for-Profit sector✔ We consult✔ We educate✔ We research
Delicious DigitalWriting Webpages That Convert31st May 2016 Sydney7th June 2016 Melbourne
Nice to meet you
Shanelle Newton Clapham
Consultant with more than 12 years experience in digital marketing & fundraising
Author: Attracting Donors Online.
Imagine…
What could you achieve if more people completed the desired goal?
What we’ll cover
• How to write for humans and robots• SEO basics• What good web structure looks like• Landing page conversion
(what you’re really here for, right?)
•
Humans and Robots
For every page of web content you create you have to decideWho are you writing for?
You need to choose
Converting people
Getting people to
your website
You need:• To attract people that are ready to convert • Keyword research + SEO landing pages• Advertising and marketing.
Getting people to your website
Tick more boxes than your competitor
• Google is a robot• Best result = top spot
• 200 variables under consideration• One more box can make a difference.
One simple SEO rule
Landing pages that:- capture data- accept payment.
It’s people you have to convert
•
SEO
Keyword Research
• Identify what your audience is searching for • Prioritise your target keywords based on volume, relevancy
and competition (likelihood to convert)• Identify gaps in your content that you need to fill.
SEO Tools for keyword research:
http://www.seotoolset.com/tools/free_tools.html
https://adwords.google.com/ko/KeywordPlanner
Use your keyword on the webpage in:• Links• Buttons• Headings• Paragraphs• Captions• Alt tags
What is the keyword for this page?
http://wwf.panda.org/about_our_earth/deforestation/deforestation_causes/illegal_logging/
Case study: Heart Research Institute
http://wwf.panda.org/about_our_earth/deforestation/deforestation_causes/illegal_logging/
Conversion rate 2.8%
Case study
http://wwf.panda.org/about_our_earth/deforestation/deforestation_causes/illegal_logging/New URL:
http://www.hri.org.au/about-heart-disease/campaigns/how-is-heart-disease-caused/
Conversion rate 20%
Linking Google’s “spiders” crawl the internet, moving from one link to another. You must use keywords for your hyperlinks.
Linking Internal, External, Inbound
Internal Linking External Linking Inbound Links
Used to move people around your own site
Used to direct visitors to other websites
Links pointing to your website from 3rd parties
Create contextual links through keywords
Done to add value for the user
Google views inbound links as
recommendations
You can use internal links to strategically grow your page rank
SEO credit goes to site you point to
Most important (& hardest) element in
SEO
Webpage Structure
A normal content webpage
1. Body copy2. Headings3. Images4. Calls to action5. Mobile view.
1. (key)Words on the page
2. Headings
3. Images
4. Calls to action
CTA
CTA
CTA
CTA
Call to action – buttons
Use buttons:Nielsen: • 3D buttons work best• Buttons need to stand out from the text – don’t use coloured
blocks around headings that are not clickable• People are used to rectangular buttons with rounded corners
Call to action – language
Landing pages
Standard landing page
• Classic SEO landing page.
Case study: Plan International Australia
Landing page – Step 1
Data Capture – Step 156% conversion rate
Landing page - Step 1
Landing page Step 1 - homepage
Landing Page Step 1 - homepage
It can work for charities too.
How mobile varies
Features & benefits landing page
Features & benefits
Landing pages checklist
1. Make a great first Impression2. Choose an image with impact3. Simple layout4. Strong & clear next step to take
(call to action)5. Maximum 5 data capture fields.
1. What makes a great 1st impression?
Clear and easy to followBoldEmotion
Convey your message in a glance
2. Images with impact
3. What landing page layout suits your purpose?
Features & BenefitsStep 1Standard
4. Clear call to action
5. Data capture
Donation pages
Donation landing page
How mobile varies
1.45%
3.95%
Case study: Plunket
2.46%
7.22%
Case study: The Wilderness Society
To write webpages that convert you need:
✔ Landing pages with call to action✔ User friendly web structure✔ Keywords for SEO
Questions?
Thank you very much