Having a website for your business isn’t enough. If you want to grow your company, you need to maximize this digital asset by increasing user engagement. The question is, where do you begin?
What does healthy website engagement look like?
Launching a website is one of the quintessential first steps in building a business. It’s a new company’s way of saying, “We’ve arrived! See, we’re legit!” But the problem is that very few entrepreneurs and business owners know anything about building websites. So they use a drag-and-drop web builder to throw a few elements together and develop a site in a few hours.
Simply having a website isn’t enough. If it’s only a placeholder for your brand, you’re missing out on an opportunity to reach people and move them from awareness to purchase. You don’t need a website – you need an engaging website.
What is user engagement?
“Put most simply, user engagement is when visitors to your site appreciate your content enough to stick around, absorb, and convert,” web design and UX optimizer Rob Wells writes. “Most importantly, when user engagement is high, you’ll find that your audience becomes more loyal. You’ll notice more return visits and higher conversions, because your website simply works.”
Signs of high user engagement include reading and absorbing content, organic comments on blog posts, social media shares, watching videos, above average time on site, high click-through rates, and low bounce rates. We’ll tell you more about how to achieve these “wins’ in the following section.
5 Tips for Boosting Engagement
Every website developer, marketing guru, and entrepreneur has their own formula for boosting engagement, but there are a few tactics that everyone can agree on. If you want to see immediate results, start by doing the following:
- Make it About Your Target Audience: Too many businesses make the mistake of shaping their marketing messages around themselves. They mistakenly assume that customers care about them, when the truth of the matter is that customers only care about themselves.If you want to boost engagement on your website, start by transforming your messaging. Make it about your audience. Make the customer the hero of their own story. You’re just there to guide them along and point to solutions (products and services) that may help them get from where they are now to where they want to be.
- Tell Stories: Cut out the sterile corporate lingo and breathe a little life into your copy. Mission statements are lame. Tell stories!The Ward & Barnes, P.A. website is a perfect example of how storytelling can cause engagement to soar. They actually include client stories, testimonials, and quotes on their homepage. This helps visitors connect with the brand and immediately establish a feeling of trust and goodwill.
- Eliminate Distractions: “According to research by Google, people judge websites as beautiful or not within 1/50th to 1/20th of a second,” Website Magazine notes. “Perhaps even more interesting is the fact that visually complex websites are consistently rated as less beautiful than simpler sites.”Stop with the complex websites and sophisticated designs. You’re not a web design company – there’s no need for all of these bells and whistles! Eliminate distractions and simplify every page to one specific focal point. Anything more means you’re actually competing against yourself.
- Empower Your CTAs: Every page on your website should have a call-to-action (CTA). And when creating these CTAs, always ask yourself one simple question: “Why would anyone click this?”If you’re asking for an email address or sale without providing clear and direct value in return, you’re missing the point. You have to compel people to follow through.One of the best ways to empower your CTAs is to offer something in return – like a free eBook, a discount code, or a product sample. When there’s an enticing reward, people will be much more likely to follow through.
- Go Visual: The brain processes visuals much faster than text. Use this to your advantage by integrating visual content into your website. This means video, graphics, and original images. Skip the stock photos! However, don’t overdo it. Remember to keep it simple and avoid unnecessary distractions. Quality over quantity works every time.
Turn your website into a lead generating asset
Transform your website from a branded placeholder into a powerful, lead generating asset that procures leads, and converts them from curious visitors into profitable lifelong customers. This process can take time, but you have to begin somewhere. Start by leveraging the tips in this article and analyzing the data. Based on the numbers, you can optimize, iterate, and improve over time.
4 ways to stand out against the competition in today’s job market
(EDITORIAL) Are you trying to figure out how you can stand out to recruiters and hiring managers in this job market? Look no further than these 4 steps.
Are you trying to figure out how you can stand out to recruiters and hiring managers in this job market?
Recruiters often have aggressive hiring goals and are sorting through many resumes to discover the hidden gems that will help organizations achieve their business transformation and growth goals. If you have had a non-traditional education or career path, or have a resume gap due to a layoff, being a caregiver, or any of a multitude of other reasons, it’s important that you know how to share your story in a way that will empower recruiters to advocate on your behalf in this job market.
When I’ve mentored diverse job seekers through the years, these are the four key steps I recommend they follow:
- Develop your personal brand
Do you have a LinkedIn profile? If so, when is the last time you audited it? Is it telling the story of who you are now and where you want to go?
It’s important to make the most of the eight (8) seconds that recruiters are spending on your profile. Because, on average, and as lazy as ‘we’ recruiters sound, unless in that time we can tell what you do, who you are, etc., we might not keep reading on.
- Tell your story
You have probably heard the phrase “elevator pitch,” but did you know this doesn’t just apply to businesses? As a job seeker, you need to know your story and how it aligns with the roles you are looking to get hired for. If you were to record yourself and tell YOU how great YOU are, would you hire you? If not, remember what value and experience you bring (no matter how seemingly small), your story is you and some of the best stories can be told badly, and some of the most challenging stories can become the most inspirational. Only you have the power to decide what you want your story to be.
- Build your network
Your network is your net worth. The more contacts you have, the more chances you create, and the single hardest part of the journey is just to start. Have you built a network in the job market that has the type of job you want? If not, how do you? First, go and find hiring managers. Start by searching on Linkedin, use “job title” and “hiring” in the search bar. Then connect with the people who have posted that they are hiring, sending them a message about your interest, and/or asking them for help (industry tips, thought leaders to follow, who else is hiring). People are generally very open and friendly, and in this landscape, they will be willing to either hire or connect you with someone else. If they don’t, is that someone you would want to be connected with anyway?
- Focus on your goals, your “why”
The most important thing! Focus on your WHY. No matter what, job searching can be one of the most challenging things in the world! So don’t just focus on the results, because you will get a job; focus on why you are doing this. Remember you are going through a journey and that you will have a good day, and you will have a bad day, and the best advice I can give (which I repeat to myself ALL the time!) is this… “You either WIN or you LEARN.” Make sure you remind yourself of this and remember WHY you are doing this because the why will keep you going and the experience is something you should embrace, no matter what.
Job seeking can often be all about the numbers and let the saying “Your network is your net worth” be inspirational to build your personal brand and grow your network daily. You will be amazed to see the kinds of opportunities that the network will open for you!
Finances in my 20s: What I wish I knew then that I know now
(EDITORIAL) They say money makes the world go round. So, let’s discuss how to be smart with finances before it’s too late.
Being in my early twenties, something I’m still getting used to is the fact that I’m making my own money. This is not to be confused with the babysitting money I was making 10 years ago. Twice a month is the same routine: I get my paycheck and think, “Wooo! We goin’ out tonight!” but then I snap back to reality and think about what that money needs to be put towards. The smallest part of it going towards fun. It’s been tricky to really start learning the ins and outs of finances. So, I do what I usually do in any type of learning process? I ask for advice. I used to be fixated on asking those more advanced in age than I what they wish they knew when they were my age. Now that I’m determined to learn about finances, that question has been altered.
I reached out to a few professionals I know and trust and they gave me solid feedback to keep in mind about building my finances, about what they wish they had known in their 20s. However, I don’t think this only applies to those just starting out, and may be helpful for all of us.
“It’s important to simply know the value of money,” says human resource expert, Nicole Clark. “I think once you start earning your own money and are responsible for your housing, food, etc. you realize how valuable money is and how important it is to budget appropriately and make sure you’re watching your spending.”
Law firm executive director, Michael John, agrees with Clark’s sentiments. “I wish I had kept the value of saving in mind when I was younger,” explains John. “But, still remembering to balance savings while rewarding yourself and enjoying what your efforts produce.”
There are so many aspects of finance to keep in mind – saving, investing, budgeting, retirement plans, and so on and so forth.
In addition to suggesting to spend less than you make and to pay off your credit card in full each month, Kentucky-based attorney, Christopher Groeschen, explained the importance of a 401k.
“Every employee in America should be contributing everything they can into a 401k every year, up to the current $18,000 maximum per person,” suggests Groeschen.
“401ks present an opportunity for young investors to 1) learn about investing and 2) enter the market through a relatively low-risk vehicle (depending on your allocations),” he observes.
“An additional benefit is that 401ks also allow employees to earn FREE MONEY through employer matches,” he continues. “At the very least, every employee should contribute the amount necessary to earn the employer match (usually up to 4%) otherwise, you are giving up the opportunity to earn FREE MONEY. Earning FREE MONEY from your employer that is TAX FREE is much more important than having an extra Starbucks latte every day.”
Whether we like it or not, money is a core aspect of our daily lives. It should never be the most important thing, but we cannot deny that it is, in fact, an important thing. It’s tricky to learn, but investing in my future has become a priority.
This editorial was first published in May 2018.
Dopamine detox to rewire your brain from internet addiction (it’s common!)
(EDITORIAL) So, you’re addicted to the internet. Whether your drug of choice is scrolling, posting, or interacting – it’s time for a dopamine detox.
Ah, smartphones. The best friend we can carry around in our pockets. This small device that’s nearly glued to our hands gives us instant access to many worlds.
It’s exciting to see what’s up on Instagram, take up to six stabs at Wordle, and scroll recipes you’ll never make on Pinterest. It’s also a place where we can share the highlights of our life and, in return, get validation through likes.
With that validation comes a small rush of dopamine, something we’ve all become accustomed – and some of us addicted – to.
While I’m not addicted to posting, I would say I have an addiction to scrolling. I can’t make it through a 50-minute episode of “Dexter” without picking up my phone to check an app or two.
And there is that dopamine rush with it, where you feel like you’re the most up-to-date you’ve ever been. But what about when this becomes too much and we’re overloaded with information and feel bogged down by the constant updates?
First, we need to understand what dopamine is.
It’s a neurotransmitter that works in two spots in the brain: first, its production helps us begin movement and speech. Second, we feel it when we receive or expect a reward. It even creates a kind of “high” similar to what’s found in nicotine and cocaine.
So, if we expect these dopamine hits from social media and we don’t get those results, the dopamine crashes to the ground creating burnout.
Well, this can cause burnout. And, while tempting, the solution isn’t as easy as just deleting all of your social media and walking away clean. Additionally, “take a break” features are too easy to swipe away.
So what can you do?
Mana Ionescu at Lightspan Digital recommends a Dopamine Detox.
While breaking an addiction takes longer than a day, Ionescu recommends starting there and tailoring it to your needs.
Here is what she describes is necessary for a detox:
- Turn off all notifications on your phone. ALL of them. You will be looking at your phone every 10 minutes as it is. You won’t miss anything. We lose endless hours of productivity because of those pings.
- Tell people to call you if it’s urgent. And teach them the difference between urgent and important. So do keep call notifications on.
- Stop over-messaging. The more you message, the more you’ll get responses.
- Shed the pressure to respond right away to messages that don’t need a response right away.
- Take detox days. Nothing but calls, confirming meetings, and using the GPS is allowed on those days.
- Put your phone on sleep mode at night. You can, at least on iPhone, set permissions so that certain phone numbers can get through, in case you’re worried about mom.
- If you’re dating, remember that texting is for laughing, flirting, and confirming plans. Please pick up the phone and talk to that person to get to know them. I will not take you seriously if you just keep texting.
- And yes, we all know the game, whoever looks at their phone first over dinner picks up the bill.
This won’t be easy, but your brain will likely thank you in the long run. And, when you’re back online, hit up the comments and let us know how the detox went!
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