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2 episodes with website content
2 episodes with website content
2 episodes with website content
2 episodes with website content
Der 15 Minuten Marketer is back: Die Herausforderung Website Relaunch im B2B
On this episode of Best Dental Marketing, we learn that website content quality and depth are now the most critical factors for dental SEO in 2025, with Google prioritizing comprehensive, expert-driven content that demonstrates experience, expertise, authority, and trust. We discover specific strategies for creating high-ranking dental websites, including developing comprehensive service pages, answering real patient questions, regularly refreshing content, using authentic imagery instead of stock photos, and properly utilizing AI as a content creation tool rather than a replacement for human expertise.
In Episode 34 of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni bring you strategies to protect your website content, insights into YouTube's latest feature for small channels, and powerful tools to make managing your website easier than ever!If you've ever worried about competitors stealing your case studies, testimonials, or website content, this episode is a must-listen. We also explore how YouTube's new "Hype" feature helps small creators stand out, and reveal some innovative apps to enhance your web content strategy.What We Cover:1️⃣ You Ask, We Answer: How Can I Protect My Website's Case Studies and Testimonials?Are you hesitant to share client success stories because competitors might use them to poach your customers?
Hey Get Unstuck Nation! Our guest today is behind website content of many experts. She specializes in positioning her clients as a go-to expert, all while making their websites sound like themselves. If you are struggling to tell your brand stories, this episode is for you. Timestamp 4:21 Essential skills to improve writing 5.39 How AI helps you/what is your opinion on that 7.30 Why branding workshops is important to start the storytelling 14.05 Should we focus on the niche down to the specific one person audience or a group of audiences? 17.45 How should the website's copy get updated? 21.13 problem that you encountered 22.27 How many pages a website should have and between website and funnel, what do you suggest? 24.01 What do you think, which page on a website would be the most important to put your clients to be the expert? 26.30 How can we come up with good ideas about the About Me page? 31.13 In case anyone wants to work with you, where can they reach out to you then? Follow Maria: Free audit: https://mariajohn.com/free-resources Newsletter: https://mariajohn.com/newsletter Instagram: https://mariajohn.com/instagram More episode like this: https://www.getunstuckmethod.com/podcast
In our August Expert Session, Chris Walker and Matthew Sciannella spent an hour delivering detailed analysis, actionable feedback, and tips on repurposing website content for ad creative. Key takeaways include: The transition from paid search to paid social requires a deep understanding of platform user behavior and creative messaging strategies. Existing web content like feature pages, case studies, and product updates are the best starting points for repurposing into engaging ad formats such as carousel ads and short-form videos. Use metrics like dwell time on LinkedIn to measure the engagement of your content and adjust strategies accordingly. If you missed the event, you can access it here on our YouTube page. You can also find previous months' Expert Sessions including Marketing in Competitive Categories, featuring Kyle ColemanScaling a Demand Engine, featuring Alice De Courcy Leveraging Social and Community to Create Demand, featuring Dave Gerhardt
Send me a message! Are you ready for a visibility boost? In this episode, I chat with content copywriter and fellow podcast host Emily Aborn about little-known ways to increase your online presence. We go deep into dive deep into how your website can be the ultimate tool for attracting your ideal clients and showcasing your brand personality.YOU WILL LEARN:The Magic of the 3 C'sCollaboration: Learn how teaming up with others can exponentially expand your reachCohesion: Uncover the secrets to creating a consistent brand experience across all platformsConnection: Find out how to truly resonate with your target audienceAnd how your website plays a role in your visibility. Don't miss our fun convo and it might just transform how you approach your brand and visibility from this point forward.ABOUT EMILY ABORN:Emily Aborn is a Content Copywriter, Speaker, and Podcast Host. She's been an entrepreneur for over a decade, with experience running brick-and-mortar and online businesses. She's collaborated with 1,000's of individuals in over 100 industries as a copywriter. She brings their personality, creativity, and message to life as she guides them to build community and relationship-based businesses. For fun, she enjoys word games, reading, listening to podcasts, and hiking with her husband, Jason, and their dog, Clyde.www.emilyaborn.com | instagram.com/emilyaborn | linkedin.com/in/emilyaborn
During the episode where we tried to answer some common questions in a straightforward manner, one of those questions concerned the idea of what makes a good website homepage. We've been thinking about that since the episode and today, we want to help boil that answer down to a base level so that everyone can have the tools to identify good content.This goes for websites, emails, and all sorts of marketing and communications really but the primary question to ask is ‘Am I answering a question or solving a problem?'We often talk about how all shopping today starts with search. You want a thing or need a service so you search for that thing or service. SEO best practices suggest the content on your website will perform the best when/if it provides good results for those search queries - in other words, do you have those things on your website, do you offer those services? If the answer is yes, do those things exist in such a way as to be obvious and accessible to the searcher?If someone walked into your store and did a quick scan or lap, would they see the same things on your homepage? Your website is an extension of your brick-and-mortar business - it should look like it Make it easy for the searcher to find and consume the content and you make it easy for a search engine to recommend your website over and over again.You might be asking yourself, does that mean that every single image or piece of content have to answer questions in this way? What about my blog? What about my Tuesday night worlds recap? What about the 1,000-word how-to article about rebuilding 8-speed Campy shifters? Just think about the utility of your content to the people you'd most likely hope to have in your store. Irrelevant content does nothing to help and can even hurt as a search engine will see that nobody uses it or worse, finds it and bounces away quickly.Be sure to email your questions to podcast@workstand.com. We read all emails sent and we look forward to hearing from you.If you're a Workstand client with questions about your subscription, email support@workstand.com or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email info@workstand.com.Find Us on LinkedInRyan Atkinson, President + Co-OwnerSuzie Livingston, Marketing + CommunicationsMark Still, Business DevelopmentWe also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works...
Are you struggling to connect with your ideal client through your website content and convert those visitors into sales? That's what Colleen Sloan, a Registered Dietitian and Pediatric Physician Assistant wanted to know when she booked a free marketing review with me. Colleen has a business and podcast called Exam Room Nutrition where she offers resources that simplify nutrition for the busy medical professional, and with this, she also has a podcast. She was looking to attract more sponsors for her newsletter for her Exam Room Nutrition business. She knew her message needed a bit of fine-tuning to resonate better with people and that's why she booked the marketing review. By listening in, you'll learn how to do the same for your business or practice with the key marketing advice I shared with her. We covered 3 main areas:Refine and Clarify your Marketing MessageCraft a Compelling Story on your Website Strategic Positioning of Website Content and CTAsWhether your marketing messages have a goal of acquiring new sponsors or those messages are to gain clients… the underlying foundations are the same for each. All your website visitors need to clearly 'get' your message in order to take action on it. Be sure to check out this episode and learn how to increase your own sales (aka new clients) by improving your messaging, and how you can get a free marketing review too. All the details and how to connect with Collen Sloan are on our show notes page at - http://marketingyourprivatepractice.com/98 Click here to send Kathy a text message about this Episode
The idea of using canned marketing content sounds easy, but is it a good idea? Can you just use canned content so you can focus on other things? What does Google think of canned website and blog content? Will your audience actually value canned content (canned website content and canned social media content)? Find out in this episode. ⚡ NEW Webinar ⚡ Patient-Driven SEO for Clinics: A Simple 3-Step Plan to Attract More Patients Online(Without spending ONE CENT on ads!) ==> propelyourcompany.com/learn ⚡ Free Workshop + Bonus ⚡Patient-Driven SEO for Clinics:A Simple 3-Step Plan to Attract More Patients Online(Without spending ONE CENT on ads!) https://propelyourcompany.com/learn Let's Stay Connected: Website Free SEO Training
In this episode of Cutting Edge: Web Content Development, host Jonathan Ames is joined by Jamie Hudson, SEO Content Manager at Dash Hudson. Join them as they discuss strategies for SEO success.
Can AI really build you a good website? Squarespace thinks it can. In this episode of ThinkinsideTheSquare, we'll be taking a closer look at Squarespace Blueprint, the AI template builder Squarespace created to help you build a website lightning fast.You'll learn about the setup process, the content creation process, and how I plan to incorporate this into my own website creation process.- - -
Will AI take over writing website content?
Let's face it, AI is here to stay and already provides a boost for entrepreneurs who utilize these tools. But should you just cut and paste straight from an AI tool like ChatGPT onto your product pages or blog posts? In this episode we answer that very question that we get asked all the time. Links Mentioned DropshipBreakthru.com/join — Join the course and start your journey today! DropshipBreakthru.com/Call — Thinking about joining the course? Book a no obligation call with Jon and he'll walk you through it! DropshipBreakthru.com/Launch - Get our Launch program which will help you get a business up and running in the next 30 days. Join Our FREE Facebook Group Subscribe to the Dropship Breakthru YouTube Channel Follow us on Instagram Follow us on TikTok Sponsors DropshipBreakthru.com/Clearsale — Add this app to your business and never worry about fraud chargebacks again. DropshipBreakthru.com/Shopify — The only Ecommerce platform we recommend. DropshipBreakthru.com/Grasshopper — Get an 800 number for your business from Grasshopper DropshipBreakthru.com/Rewind — Automatically back up your Shopify store data DropshipBreakthru.com/PrimedMind — Get coached by the #1 Mindset Coach in the world, Elliot Roe --- Send in a voice message: https://podcasters.spotify.com/pod/show/dropship-podcast/message
SEO Made Simple: A Conversation with Global Specialist Rodney Brazil Episode # 132 In this episode of The Creative Soulpreneur, we delve into the intriguing world of search engine optimization (SEO) with none other than global SEO specialist and writer, Rodney Brazil. Nick and Rodney explore how SEO works and its impact on making digital content more discoverable. Rodney shares insights on the evolution of SEO, tips for beginners, and real-life examples of how optimizing a website can lead to tangible results. They also discuss the intersection of Rodney's work in SEO with his creative endeavors in the theater, highlighting how marketing skills can enhance the reach of artistic projects. As the episode unfolds, you will gain a deeper understanding of SEO, pick up actionable advice, and witness an inspiring conversation between two passionate individuals. Takeaways - The importance of optimizing digital content to connect with both search engines and people. - How to find the balance between appealing to search algorithms and speaking the language of your audience. - The impact of using the right keywords and optimizing website content for better visibility and engagement. Take the Creative Visionary Quiz and find out your type to learn how to understand and utilize your energy to create abundance in your life and business. www.creativevisionaryquiz.com Rodney Brazil, a global SEO specialist and writer in Oklahoma City, excels in digital marketing and SEO, enhancing web content and strategy across industries. With roles at Komalty Content Strategies and Namecheap Inc, he's honed skills in consumer traffic analysis and social media. His theater background, evident in plays like "Meaningless," integrates artistry with strategic marketing, showcasing his unique blend of creative and technical expertise.https://komalty.com/ https://www.easywp.com/blog/author/rodney/ www.linkedin.com/in/rodney-brazil Nick Demos is a Tony and Olivier Award winning Broadway producer, documentary filmmaker, conscious business coach and manifestation expert. With over 15 years of teaching pranayama (breath work), yoga and creativity as well as thirty years in the entertainment industry, he has travelled from the Tony Awards to ashrams and run a multi-million dollar business in between. Nick helps you clear blocks and tap into your creative intuition so you can tell your stories and manifest the business and life of your dreams creating wealth and impact.
This week on the ARM Podcast Brian talks about why stock website content doesn't work. In this episode you'll learn what he means by stock content, why it doesn't work, whether or not it hurts you to have stock content on your website, and how to tell if you have it on your website.Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shopsShow Notes with TimestampsWhat is stock content?Stock content is duplicate contentStock content is generic contentDoes stock content help?How do you know if your website has stock content?How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com
This week on the ARM Podcast Brian talks about why stock website content doesn't work. In this episode you'll learn what he means by stock content, why it doesn't work, whether or not it hurts you to have stock content on your website, and how to tell if you have it on your website.Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shopsShow Notes with TimestampsWhat is stock content?Stock content is duplicate contentStock content is generic contentDoes stock content help?How do you know if your website has stock content?How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com
Jonny Holsten, a seasoned professional with a background in hosting talent shows and MCing sports tournaments, has leveraged his skills in effective communication and strategic word choice to establish a successful career in the marketing industry. Jonny's perspective on creating engaging, customer-centric website content for business growth is rooted in his belief that the right messaging is the first step in optimizing the conversion process on a website. Drawing from his expertise in the Story Brand framework, he emphasizes the importance of consistent messaging across various platforms and channels, and the power of well-crafted sales copy in capturing the attention and interest of visitors. Jonny firmly believes that investing time and effort into creating compelling website content is a crucial factor for business success. Join Kim Thompson - Pinder and Jonny Holsten as they delve deeper into this topic on the next episode of the Author to Authority podcast.
Got a Minute? Checkout today's episode of The Guy R Cook Report podcast - the Google Doc for this episode is @ Is your website content readable? ----more---- Support this podcast Subscribe where you listen to podcasts I help goal oriented business owners that run established companies to leverage the power of the internet Contact Guy R Cook @ https://guyrcook.com The Website Design Questionnaire https://guycook.wordpress.com/start-with-a-plan/ In the meantime, go ahead follow me on Twitter: @guyrcookreport Click to Tweet Be a patron of The Guy R Cook Report. Your help is appreciated. Contact Guy R Cook https://theguyrcookreport.com/#theguyrcookreport Follow The Guy R Cook Report on Podbean iPhone and Android App | Podbean https://bit.ly/3m6TJDV Thanks for listening, viewing or reading the show notes for this episode. This episode of The Guy R Cook Report is on YouTube too @ This episode of The Guy R Cook Report Have a great new year, and hopefully your efforts to Entertain, Educate, Convince or Inspire are in play vDomainHosting, Inc 3110 S Neel Place Kennewick, WA 509-200-1429
Got a Minute? Checkout today's episode of The Guy R Cook Report podcast - the Google Doc for this episode is @ Is your website content organized? ----more---- Support this podcast Subscribe where you listen to podcasts I help goal oriented business owners that run established companies to leverage the power of the internet Contact Guy R Cook @ https://guyrcook.com The Website Design Questionnaire https://guycook.wordpress.com/start-with-a-plan/ In the meantime, go ahead follow me on Twitter: @guyrcookreport Click to Tweet Be a patron of The Guy R Cook Report. Your help is appreciated. Contact Guy R Cook https://theguyrcookreport.com/#theguyrcookreport Follow The Guy R Cook Report on Podbean iPhone and Android App | Podbean https://bit.ly/3m6TJDV Thanks for listening, viewing or reading the show notes for this episode. This episode of The Guy R Cook Report is on YouTube too @ This episode of The Guy R Cook Report Have a great new year, and hopefully your efforts to Entertain, Educate, Convince or Inspire are in play vDomainHosting, Inc 3110 S Neel Place Kennewick, WA 509-200-1429
Got a Minute? Checkout today's episode of The Guy R Cook Report podcast - the Google Doc for this episode is @ Does the website content load quickly? ----more---- Support this podcast Subscribe where you listen to podcasts I help goal oriented business owners that run established companies to leverage the power of the internet Contact Guy R Cook @ https://guyrcook.com The Website Design Questionnaire https://guycook.wordpress.com/start-with-a-plan/ In the meantime, go ahead follow me on Twitter: @guyrcookreport Click to Tweet Be a patron of The Guy R Cook Report. Your help is appreciated. Contact Guy R Cook https://theguyrcookreport.com/#theguyrcookreport Follow The Guy R Cook Report on Podbean iPhone and Android App | Podbean https://bit.ly/3m6TJDV Thanks for listening, viewing or reading the show notes for this episode. This episode of The Guy R Cook Report is on YouTube too @ This episode of The Guy R Cook Report Have a great new year, and hopefully your efforts to Entertain, Educate, Convince or Inspire are in play vDomainHosting, Inc 3110 S Neel Place Kennewick, WA 509-200-1429
Got a Minute? Checkout today's episode of The Guy R Cook Report podcast - the Google Doc for this episode is @ Is your website content readable? ----more---- Support this podcast Subscribe where you listen to podcasts I help goal oriented business owners that run established companies to leverage the power of the internet Contact Guy R Cook @ https://guyrcook.com The Website Design Questionnaire https://guycook.wordpress.com/start-with-a-plan/ In the meantime, go ahead follow me on Twitter: @guyrcookreport Click to Tweet Be a patron of The Guy R Cook Report. Your help is appreciated. Contact Guy R Cook https://theguyrcookreport.com/#theguyrcookreport Follow The Guy R Cook Report on Podbean iPhone and Android App | Podbean https://bit.ly/3m6TJDV Thanks for listening, viewing or reading the show notes for this episode. This episode of The Guy R Cook Report is on YouTube too @ This episode of The Guy R Cook Report Have a great new year, and hopefully your efforts to Entertain, Educate, Convince or Inspire are in play vDomainHosting, Inc 3110 S Neel Place Kennewick, WA 509-200-1429
Even the most simple Squarespace website still has a lot of content on it. From images to text blocks, forms, and links, it can be a LOT to keep track of. Trust me, with over 300 blog posts, and more every week, I needed a solid system to keep my content organized. Wanna learn how I do it? Cool - because that's exactly what I'm covering in this episode of ThinkinsideTheSquare!Support the showThe term "Squarespace" is a trademark of Squarespace, Inc. This content is not affiliated with Squarespace, Inc. For a transcript of this episode, along with the links to any resources mentioned, visit insidethesquare.co/podcast
Are you wondering about the best tactics for improving your Google ranking? Local SEO Tips breaks everything down for you - helping you to stand out even in a crowded niche! Find out more at: https://localseotip.com/how-to-create-local-seo-friendly-content/ Local SEO Tips City: New York Address: 60 W 23rd St Website https://localseotip.com/ Phone +1 877 675 4340 Email scott.hall@betteronlineinfo.com
Welcome to season 8, year 5 (loading), family!
Understanding search intent on Google is a great way to learn about current and prospective clients of home inspectors. It gives inspectors invaluable insight into clients' needs, so inspectors can appeal to them with website content that addresses those needs. In the previous webinar, we learned about keyword intent and how people search. In this last Part 6 of the webinar series, let's learn how to use keyword intent in your inspector website content strategy.
Kelly Molson: Welcome to Skip the Queue, a podcast for people working in or working with visitor attractions. I'm your host, Kelly Molson. In this new monthly slot, Rubber Cheese CEO Paul Marden joins me to discuss different digital related topics. In this episode, we're discussing personalisation and what attractions can do to make their websites feel more tailored to their audience. You can subscribe on all the usual channels by searching Skip the Queue. Kelly Molson: Hello, hello. Welcome back to the podcast. Paul Marden: Hello again. Good, isn't it? Back here for a third time. Kelly Molson: It is good. You're lucky. Right, let's start the podcast as we do with this one. What attraction have you visited most recently and what did you love about it? Paul Marden: Yeah, I was pretty lucky the other day because I went to the National Maritime Museum, because I'm a Trustee of Kids in Museums and we had our Family Friendly Museum Awards and we held it in their lecture theatre at the Maritime Museum up in Greenwich. And I'd been to the Greenwich Museums before. I'd been to the top of the hill where the observatory is, but I've never been to the bottom of the hill, which is where Maritime Museum is. And so I'm just there with all the great and good of all of the museums around the country that have been shortlisted for the awards, which was brilliant. Paul Marden: But the bit that I really loved was that I was there in the daytime during the midweek, so peak school trip season, and it was just amazing to be in this place with all these school kids there doing their school trips, which is something I'm really passionate about, the value of those school trips. It was something that really got the kids lost out on when COVID hit and everybody was working online and then they went back to schools, but the schools had to be really careful about what they did and there were no school trips. That's such a magical part of being in primary school that they were just robbed of. So seeing all those kids in that amazing place was just wonderful. I got to rub shoulders with the great and the good. Paul Marden: I met some Skip the Queue alumni at the event as well, and I had a lovely cup of tea and a piece of cake in the cafe with our Project Manager, Becs. Did you imagine a better day? Kelly Molson: No, it's a perfect day. I was just thinking as you were talking about the school trips, it's like a rite of passage at school, isn't it, to be walking around a museum with a clipboard to draw a picture of it? Go and find X and draw a picture of it. I just got really vivid memories of doing that . Paul Marden: They were all just herring around, doing exactly that and loving life and buying their little rubbers in the shop and things like that. Kelly Molson: You should collect rubbers, kids. All the cool people do. Okay, I need to give a big shout out to National Trust. We are really lucky where we live. So we've got like a triangle of National Trust venues near us. So we've got Wimpole, Ickworth and Anglesey Abbey, all within like 25 minutes, half an hour, a little bit longer for Ickworth. Each one of them is incredible. They all have a different adventure. They've got great play areas, beautiful historic houses and beautiful walks. And we have spent a lot of time in the last two years at National Trust venues, walking, pushing the pram. But now Edie's toddling around, we're into the activity areas and all of them are phenomenal. Wimpole has just redone their outdoor play area, which we're yet to visit. Kelly Molson: We're just waiting for a dry day to get back over to that one. But it's just the membership. So I think the membership is such superb value for money. Paul Marden: It really is.Kelly Molson: I cannot speak more highly of it. It is such good value for money and we get 45678 times the amount of value from it every single year we have this membership, so much so that we gift it to people as well. Kelly Molson: We were really lucky. We got given some money for a wedding gift and we said, rather than think when people give you money, it's lovely, but you can put it in the bank and you forget about it. Or it just gets spent on stuff. And were like, “Right, if we get given money, we'll spend it on a thing and we can say we bought this thing with it.” And so that we bought the National Trust membership with it. Paul Marden: That's a cracking idea. Kelly Molson: Yeah, it was really good. Really good idea. But then it's such good value that we've then bought membership for my parents. Paul Marden: Really?Kelly Molson: Yeah. So I think it was like a joint. I think Father's Day and my mum's birthday are quite close together, so it might have been a joint one for that. They go and they go on their own and then they go and then they take Edie as well. And it's absolutely brilliant. So, yeah, well done, National Trust. Well done, Wimpole. Especially because pigs. Someone, the tiny person in my house, is very happy about pigs there. I don't mean myself, I mean Edie. And also, I just want to give a big shout out to one of the volunteers. I'm really sorry I didn't get the volunteer's name at Wimpole. He is one of the volunteers in the farm. Kelly Molson: I am a little bit frightened of horses. I think they're beautiful but really big. I saw an old next to the neighbour get kicked by a horse once. Paul Marden: You've literally been scarred for life. Kelly Molson: There's a block up there, but I'm a little bit frightened of horses. And there's a huge Shire horse at Wimpole who's a big old gentle giant. I think he's called Jack. But I am a bit frightened and I don't want that fear to rub off on Edie. And so I very bravely took Edie over to meet the Shire horse. But the volunteer was wonderful. This guy know told us loads of stuff about the horse and he was really great with Edie and she managed to stroke his nose and even I managed to stroke Jack's nose. So, yeah, thank you man whose name I didn't get. It was a really lovely experience and you helped put me at ease and my daughter at ease. So there you go. National Trust and the value of volunteers. Paul Marden: And National Trust volunteers, we've talked about this before. I've been to a couple that are local to me and they just tell the most amazing stories and they engage people in a way that to be so passionate about the thing that you care about and that you want to do that for free to help people to enjoy their experience is just amazing. And there are some, I mean, there are diamonds all over the place in all the museums and places that we visit, but there's plenty of them. When you work that Natural Trust membership, you get to meet a lot of volunteers, don't you? And they are amazing.Kelly Molson: Working it hard. Okay, let's get on to what we're going to discuss today. So we are talking about personalisation and what attractions can do to make their websites feel more personal. So this is an interesting one and I think that we've probably got to put our hands up and make a bit of an apology here. Very few people who took part in the 2023 Visitor Attraction Website Survey actually implement personalisation, but there's a lot of evidence that personalisation improves conversion rates. So there's some stats that I want to read out from the report. Only 6% of respondents personalised their website experience for customers, yet 85% of respondents thought personalisation was highly important. So, question for you, why do you think so many people think it's important, but so few are actually implementing it? Paul Marden: This is where we hold our hands up, isn't it? And we say, I think the answer to that is because we didn't ask the question properly. I've touched base with it. There was a very small set of people, as you say, 6% of people said that they were personalising their websites. But the language that we used in the question was a little bit confusing. And when I reached out to a handful of that 6%, they were like, "Oh, no, that's not what we thought you meant. What we thought you meant was that". So one person said to me, "You could personalise your experience at the venue by buying different things, not personalise the website experience." Yeah. And when you read the language of the question again with that answer in your head, it's obvious why they answered it in the way that they did. Paul Marden: So there's a lesson to be learned there about trialing the questionnaire, making sure that people understand what it is that we're saying and that we agree with the language of what we've used. The fact is, I think a lot of people didn't understand us. So the answers that we got back, the disparity, is clearly confusion based. But even if weren't confused, even if we had the data, my instinct is that there would be a big difference between the two. And that boils down to the fact that I think that personalisation is hard to do and that actually the reason why a lot of people aren't doing it is because it's hard and costly in some cases. But we need to get into the guts of that and understand why. Kelly Molson: Okay, so lesson learned for next year. We need to give more clarity over the questions that we ask. So thanks for the feedback, everybody. We will do that. What do we actually mean by personalisation then? Paul Marden: Yeah, that's a good question. I think that what we mean by personalisation is developing the website in a way that means that you show different contents to different audience members depending on different things. There's lots of different ways in which you can do that. There's a very simple perspective which is around not automatically showing different content to different people, but writing content for your different audiences and making that easily discoverable. It doesn't have to be technically complex. Paul Marden: Yeah. It's really about writing the right content for the right people and making it so that they can get from where they are to where they want to get to and get that right answer. Most of us do that intuitively. Most of us, when we're writing content as marketers, we do personalise the content to the end audience, even if we're not doing that in an automated way. Kelly Molson: I think with this, though, my interpretation of it is the next level onto that, which is, that's true personalisation, because I think those things, yes, that's a very simple way of looking at it, but that for me is not enough when it comes to how we answer this question. So it's the tracking behaviour and showing personal content that to me truly personalises an experience. I can think of things that we've done in the past in terms of tracking where someone tracking the IP of the person that's looking at the website and offering them up content that is in English, UK English or in American English for example. Paul Marden: Absolutely. So it could be about time of day, it's trite. I'm not going to convert somebody but saying good morning, good afternoon, good evening, based on where they are. We did another site a few years ago which showed videos of an experience in the daytime or an experience at nighttime, depending on when you were looking at the website, and then you could switch in between them, which was pretty cool. Kelly Molson: I like that. Paul Marden: Yeah. So you could do time of day, you could do location, like you say, interesting is understanding, building an understanding of somebody fitting an audience profile based on what they've looked at across the site, which gets a little bit creepy, doesn't it? If you're tracking and you use that tracking information without lots of care, you could look really creepy. But if you use it really carefully, then you can adapt the content of the site based on the more that somebody looks at the Schools section of your website and they look at news articles that are related to schools, maybe they're a teacher or maybe they're interested in running a school trip to your venue and you can adapt the recommendations that you make to them based on that understanding, that they show more interest in the educational aspects of what you're doing. Kelly Molson: So this leads us to really to what some of the benefits are. And ultimately, I think the more personalised the site is, the easier it gets for users to meet their needs. You're kind of getting them from the start to their goal quicker and hopefully makes their lives easier as well. Paul Marden: Yeah, absolutely. So I found some data. No, as you know, this came out of the report. Actually 80% of consumers. This was a stat that we pulled out in the report. Kelly Molson: It's from Hubspot. Paul Marden: Yeah. 80% of consumers are more likely to make a purchase from brands that offer a personalised experience. So from that perspective, personalised sites are more likely to convert. There was other stats that we didn't put into the report itself, Boston Consulting Group, found that brands that create personalised experiences, combining digital with customer data, so that the true personalisation you were talking about, increased revenue by 6% to 10%. That's pretty impressive. Kelly Molson: It is pretty impressive. But then that brings us to risk, doesn't it? And that kind of creepy aspect of this and whether it's. Is it okay, hon? Paul Marden: Yeah, I mean, the obvious one is privacy isn't know. We live in an age where people value their privacy and there's laws around that as well. So in the UK we've got GDPR, there are laws all over the world in relation to personal information and tracking somebody's behaviour around your site, what they do and what they look at and being able to associate that back to an individual themselves is definitely data that would be in the scope of the Data Protection Act in the UK and GDPR across Europe. So you have to be really careful about what data you're collecting, how you attribute it back to a natural human, and then what do you do to protect that data? Kelly Molson: And then you've got complexity of managing multiple sites, managing large volumes and multiple sources of data on top of that as well. Paul Marden: I alluded to that earlier on as my kind of. The reason why I think a lot of people don't do this is when you get into the true personalisation, when you're managing a website, there's a lot of content on there, you've got to think about what everybody needs. You got lots of people in the organisation wanting their content put onto the website. You're the editor and you're responsible for that thing. And then somebody says to you, "I think it's a bright idea. We've got twelve audiences and we want to have personalised content for all of those audiences.". And now you don't have one website to manage, you've got twelve websites to manage. Paul Marden: And when it goes wrong for one particular person, when the CEO is looking at the website and it shows them something really weird and they report it to the editor and the editor is like, “Yeah, how do I know what it was that went wrong? Because I don't have one website. I've got twelve websites that I've got to manage.” The level of complexity and the effort that you go into this, if you're not careful, if you're not doing this in a sensible way, it can become quite hard to manage and get your head around. Kelly Molson: I'm just thinking of the horror of trying to support that from an agency perspective as well. When you've got support tickets coming in and the support ticket from the client is. So this person is not happy because they've seen content that isn't okay for them or oh God. Paul Marden: Yeah, if not managed properly, you got this potential explosion of content. You've also got the potential for all of that personal data about the people that are going around the website to be trapped. So now you've got to manage a load of data in volumes that you'd never really thought of before. Where does the customer data come from? If you've got, do we want to show personalised information for people that are members? Where do we hold our membership information? Do we hold that in a CRM system? Okay, so now we need to plumb the CRM system into the website so the website knows if the visitor is a member or not. Do we show different information to somebody that is not a member but they have visited before or how do we know that? Paul Marden: Oh, we need to plumb in data from the ticketing system now. And this can be amazing. And that's how you arrive at that high conversion rate, is that you've enriched the experience with loads of knowledge about the person. It's not like somebody's walking into the gates of the place and you know nothing about them. All of a sudden they're walking into your website, they're interacting with your website and they're not just the same as everyone else, they're special and everybody wants to be special, but to get them to that special place you have to know a lot about them. It can be amazing when it's done well, but it's not trivial. Kelly Molson: So we always at this point, talk about who is doing it well. And this is a really difficult one. Tricky one, because ultimately we haven't asked the question properly in the survey. And because of the nature of personalisation, we don't know who's doing it. We don't know really. So what would be great is if you are an attraction, listening to this episode and you're out there and you are doing it well, we'd really love to talk to you. So we have these little slots that we have between Paul and I. We've got a load of things that we can talk about, but if there's an attraction out there that is doing personalisation really well, we can open up one of these slots for you to come on and have a chat with us and just talk about some of the things that you're doing. Kelly Molson: We'd love to hear some really good success stories for this and some case studies. So yeah, feel free to drop me an email and kelly@rubbercheese.com and let me know. So skipping over the fact that we've got no one to talk about who does it well. Hopefully we will soon. What are the steps that people can take? So what's the starting point? If you are thinking about personalisation, what does that journey look like? Paul Marden: Yeah, first of all, you need to understand the audience, don't you? Or the audience is. And just talking from our own perspective and our process that we follow, that's an early part of the kind of research that we do when we're building a new site is to dig into who the audience is and trying to understand them in as many ways as you possibly can. There's loads of stuff written about this online. There's some brilliant examples that I've looked at before far TfL, who share their audience personas and how much detail they've gone into understanding who the different people are that interact with the TfL website and what their goals are and what makes them special from the perspective of an attraction. You could think of families with young kids that are coming. Paul Marden: You could be thinking of maybe if you were a museum, the people that are running school trips, the teachers and so forth, that could be running it. Maybe the volunteers for your organisation or another audience member that you need to think about and understand who they are, what they look like in terms of their demographic information, the way they think and what they do and how they interact with the world, markers that you could use to be able to help target that. So figuring out that audience persona for each of the people that you want to target, I think, is a crucial job.Kelly Molson: Definitely the starting point. And sometimes that's done internally and sometimes we support with that externally. I think then you have to kind of think about the tools that you've got, what is available to you and how you can use them. And we focus on three main ones at Rubber Cheese, don't we? Paul Marden: Yeah, absolutely. So we focus on WordPress, Umbraco and HubSpot. And it's interesting because each of them have different functionalities in terms of personalisation. And it's been weird, isn't it, to try and think about the tool before you think about what you want to do, but really it's about not trying to put the cart before the horse. If you know what the tool can do, then you can figure out how you can use it. Kelly Molson: Yeah, and I think from a cost perspective as well, it's thinking about what you already have in place that you can manipulate rather than starting from scratch. Paul Marden: HubSpot is a good one to talk about because straight out of the box it's the most capable in terms of personalisation. And it's a bit obscure because a lot of people think of HubSpot as being a CRM package. They don't think of it as being a content management system website tool, but it has that functionality and that's kind of evolved over the last five years into a fully formed content management system.Paul Marden: But because you've got this bolted together CRM and content management system, they've obviously spotted that an opportunity for them and they've put those two things together. And so straight out of the box you can build out personalisation, you can create these what they call smart rules. To say in this section, I want to show this content dependent on this particular factor. So that's pretty awesome to get that straight out of the box I think. Kelly Molson: I struggle to get my head around that just because I do view HubSpot as our CRM. I'm in it constantly. It's my source of truth for all of my clients and networking contacts and suppliers. It's where my sales pipeline is. I can't get my head around it. It's a content management system as well. Paul Marden: Completely. But you can think of, when you're building out a website and it doesn't have to be built out in HubSpot itself. Sorry. In HubSpot's own content management system you can still do a lot of this using their CRM system bolted onto other content management systems. But you can create contacts as somebody becomes a real person. Then you could create that contact inside HubSpot and use the knowledge about that person on the website. You can use the deal functionality inside HubSpot to track when somebody has bought tickets for a place and when they've actually completed the deal. You end up with lots and lots of data going through HubSpot when you do all of that order information going through there. Paul Marden: But that's how you enrich it with the ability to target your existing customers with different content to prospective customers that have never bought from you before. Kelly Molson: What about Umbraco and WordPress? Because this is not something that they do like out of the box. Is it off the shelf? Paul Marden: No, absolutely. So Umbraco doesn't have it straight out of the box. There is a really capable personalisation system called uMarketingSuite which you can buy. It's like annual subscription product that bolts into Umbraco itself. It's been built so that when you're in there and managing all of your audience personas and the content that you want to adapt, it's all in that one package. So once you've got it in there, it does feel like it's all Umbraco because it's been designed in a really neat way. The challenge is you've got to buy it. It's a paid for add on, but the benefit that you get is well worth the investment. But it's not a cheap investment to make in that tooling. And also there's elements of the site needs to be built with that in mind. Kelly Molson: You can't just plug it on at the end and hope for the best. You've got to think about that long. Paul Marden: No, it's not a plug it on. You can retrospectively add it into a site. Yeah, but it will probably cost you more to add it afterwards than if you'd have thought about it at the beginning and done it. So it definitely can be added on later on. But if you think about it in advance and you do it all at the same time, the total cost of the project will probably be lower. Kelly Molson: Okay, so that's a good one to think about. If you are planning new website projects for the new year, you are really happy with the Umbraco platform. There's something to have a conversation around that. And then WordPress plugins. Paul Marden: Exactly. So as with everything WordPress related, hundreds of people have solved this problem. So there are lots and lots of plugins out there. There's a couple that I would mention that came up when I was doing some research around this. There's one called if so dynamic content. There's one called Logic Hop, both of which enable you to adapt your content based on certain rules that you define. So, pretty much like the smart rule functionality that's in HubSpot, you can achieve that natively inside WordPress once you add these plugins. And the cost of those plugins was negligible. Yeah, you're talking under 100 quid for a year worth of setting that up. Kelly Molson: Well, that's good to know. So what are we talking about in terms of budgets for stuff then? So there's effort involved in understanding your audiences first. So that's going to be something that you talk to your agency or you bring in an external or you do internally. You carry out your persona work, you really understand who your audience is. That cost is really variable. It could be workshop based. You might have all of this information internally anyway that you just kind of need the time to pull it all together. Paul Marden: Yeah, absolutely. And you can imagine that could be a day's effort to just pull together a few things that already exist. It could be several weeks worth of effort spread over a longer period of time. I was having a chat with Matt, our Creative Director, about this the other day and literally just scribbled on a piece of paper. But he was like, “Paul, you need to understand this.” At the one end of the spectrum you could spend a little time researching this stuff. At the other end of the spectrum you could spend a lot of time. And what do you get when you go in between the two? You make less assumptions the further down the road you go. So if you can deal with kind of a minimal research and making some broad assumptions, then that's a sensible thing to do.Paul Marden: But if you want the confidence of knowing that you're not making too many assumptions and there's lots of data underlying the things that you're saying, then obviously you need to invest more effort into that research to be able to find that out. Yeah, kind of obvious, but it helped when you drew me that kind of framer. Kelly Molson: So let's look at the tools then. So let's do HubSpot. We talked about HubSpot first. What's the cost involved in that? Because my assumption, I mean, I've used the free version of HubSpot for years. There's a paid version of HubSpot. My assumption was the paid version of HubSpot was really expensive. Paul Marden: So costing HubSpot is a complex thing because there's lots of different variables involved. There's lots of features. The more features you add, the more it costs. But in order to do this personalisation you need a pro version of their content management system and you're looking at about 350 quid a month to be able to do that. So what's that, about four and a half, 5000 pounds a year to buy that in? That is not just for that feature, that is for the whole of that HubSpot content management system and all of its hosting included as well. And it is top grade, highly secure or highly available infrastructure that you get bolted in that. So the cost of personalisation is not just the 350 quid a month, that is, the all in to get that pro package is 350 quid a month. Kelly Molson: And then there'll be dev costs on top of that to implement it. Paul Marden: Yeah, to a certain extent, actually a lot of the personalisation, because it's core to HubSpot, you can achieve a lot in a normally designed and built HubSpot site and then just manage the content in that. So let's say, you've got a panel where you want to show a particular piece of content that says, "Hey, you're back again." Because you're a returning user, you wouldn't necessarily need a developer to be able to make that available to you. Those smart rules would be built in by the content management system. So there's obviously going to be things that you want to do that. You will need to have a developer to be able to do that. Kelly Molson: You need someone that understands logic. This is not a job for me. Paul Marden: Well, in the right hands, you don't need a developer to be able to do a lot of the personalisation in HubSpot. Kelly Molson: All right, what about Umbraco? Paul Marden: Yeah, there are some free tools. There's something called personalisation groups. But if you want to go for uMarketingSuite, which I think is where you're getting into, really see it would be a proper personalisation territory with lots of great functionality, you're looking at about 400 quid a month for the package to be added into your Umbraco instance. So that's not comparing apples with apples when we look at the HubSpot cost, because that was an all in cost for the whole of the platform for HubSpot. Whereas for Umbraco uMarketingSuite is 400 quid a month to add it to your instance. And that depends on the amount of traffic on your site that does vary. Kelly Molson: And then WordPress is cheapest chips in comparison. So plugins, you're looking at costs of around about 150 pounds per year depending on what one you go to. Obviously you've either got somebody internally that can integrate that for you or you've got your dev costs on top of that. But if you've already got an existing website in WordPress, then actually could be something relatively inexpensive that you could start to try out. Paul Marden: Yeah, absolutely. And then on top of that you've got other personalisation systems that you could plug into any of these systems with your kind of Lamborghini style sets of functionality. These are starting costs for the packages we're talking about. Yeah, we're talking 150 quid a year for WordPress, but that would be basic personalisation. Kelly Molson: Yeah. Okay, good chat. So just to reiterate what we said earlier, sorry, we were idiots about the question and of course some confusion. Apologies, we'll do much better next time. But now you've listened to this episode, if you do have a story to share and you are doing some really interesting things, we would love to give you the platform to share that. So do drop me a line, kelly@rubbercheese.com and we will make that happen. All right, great. Same time next month. Paul Marden: Awesome. Kelly Molson: Thanks for listening to Skip The Queue. If you've enjoyed this podcast, please leave us a five star review. It really helps others find us. And remember to follow us on Twitter for your chance to win the books that have been mentioned. Skip the queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. You can find show notes and transcriptions from this episode and more over on our website, rubbercheese.com/podcast.
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Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is Kelly Molson, Founder of Rubber Cheese.Download the Rubber Cheese 2022 Visitor Attraction Website Report - the first digital benchmark statistics for the attractions sector.If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website rubbercheese.com/podcast.If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. Show references: https://carbonsix.digital/https://www.linkedin.com/in/pmarden/Paul Marden is the Founder and Managing Director of Carbon Six Digital and the CEO of Rubber Cheese. He is an Umbraco Certified Master who likes to think outside the box, often coming up with creative technical solutions that clients didn't know were possible. Paul oversees business development and technical delivery, specialising in Microsoft technologies including Umbraco CMS, ASP.NET, C#, WebApi, and SQL Server. He's worked in the industry since 1999 and has vast experience of managing and delivering the technical architecture for both agencies and client side projects of all shapes and sizes. Paul is an advocate for solid project delivery and has a BCS Foundation Certificate in Agile. https://www.rubbercheese.com/https://www.linkedin.com/in/kellymolson/Kelly Molson is the Founder of Rubber Cheese, a user focused web design and development agency for the attraction sector. Digital partners to Eureka! The National Children's Museum, Pensthorpe, National Parks UK, Holkham, Visit Cambridge and The National Marine Aquarium.Kelly regularly delivers workshops and presentations on sector focused topics at national conferences and attraction sector organisations including ASVA, ALVA, The Ticketing Professionals Conference and the Museum + Heritage Show.As host of the popular Skip the Queue Podcast for people working in or working with visitor attractions, she speaks with inspiring industry experts who share their knowledge of what really makes an attraction successful.Recent trustee of The Museum of the Broads. Transcription: Kelly Molson: Welcome to Skip The Queue, a podcast for people working in or working with visitor attractions. I'm your host, Kelly Molson.In this new monthly slot, Rubber Cheese CEO Paul Marden joins me to discuss different digital related topics.In this episode, we're talking about the impact of design, navigation and content on selling tickets and how to go about testing if your design is working or not.If you like what you hear, you can subscribe on all the usual channels by searching Skip The Queue.Kelly Molson: We're doing something a little bit different on the podcast this season. So alongside the usual guest interviews, which we'll have each month, me and the Rubber Cheese CEO, Paul Marden are also going to be recording an episode on a different digital related topic. So we're going to do this once a month. Kelly Molson: Each of the episodes, we're going to share insight around design, user experience, content, accessibility, SEO and loads, loads more. We're going to talk a little bit about what's possible, give you some ideas about how easy or how hard that topic is to implement.Kelly Molson: Maybe what kind of budget that you might need to look at and what some of the next steps are to take if you want to implement some of these things. We're even going to call out some of the best in breed websites, people that are doing things really well within the sector.Kelly Molson: So I've been hosting the Skip the Queue podcast since July 2019. Goodness, that's been a long time. Five seasons in now. This is season five. You all know me already. So I am the founder of Rubber Cheese and my background is in design. Kelly Molson: I co founded Rubber Cheese back in 2003 after learning about ecommerce when I worked at a very early kind of Shopify type startup agency. The person that you don't know quite as well as me is my fellow host on this podcast. That's funny to say, that my fellow host is Paul Marden. So. Paul. Hello. Welcome. Paul Marden: Hello. Kelly Molson: This is strange. I'm going to have to share the spotlight for a while, that's very uncomfortable for me. No, it will be fine."It will be fine", she says. Paul, I would love it if you could give us a little intro to yourself. Kelly Molson: I know your background and I know you very well. We've known each other for about, I think it's about 14 years now. It's been a long time, hasn't it?Paul Marden: Yeah. Not long after I started doing this as a proper job. Kelly Molson: Well, there you go. Tell us about what your proper job is. Paul Marden: Yeah, so I'm the CEO of Rubber Cheese now, alongside another agency that I run called Carbon Six, which we merged Carbon Six and Rubber Cheese just over a year ago. My background is as a geek. I'm a developer by training. I started out ten years at British Airways, all over the airline, doing all different sorts of IT related jobs. So I saw lots of operational side of things, commercial sides of the airline, say, selling tickets, that kind of thing. I don't know if I've told you, but my first visitor attraction job was a long time ago, because when I was at Uni, I did a placement at the National Botanic Garden of Wales when it first opened. So I was there when it was a hole in the ground and I helped them write their IT strategy. Paul Marden: So my visitor attraction experience predates my involvement in Rubber Cheese. Kelly Molson: I did not know that. So you've done geek stuff for attractions. Paul Marden: For a long time. Yeah, it was amazing. I can still remember I was in an office in a farmhouse as they were building the giant glass house. It was just the most amazing place and I've not been back for a long time. It would be amazing to go and see the place, how it's transformed in the, what is it, 24 years since I was there? God, I really sound old now, don't I? Kelly Molson: You do sound old. I'm just wondering if they still use the IT plan that you put in place for them. Paul Marden: Probably not. I was only a student at the time. It can't have been amazing. Kelly Molson: So what we normally do on the podcast, listeners, as you well know, is I ask my guests a series of uncomfortable questions, icebreaker questions, which they very graciously answer beautifully for me. We're not going to do that on this episode. Ha. So we thought, yeah, Paul has wiped his brow in a state of relief there. But what we thought we would do is Paul and I both visit a lot of visitor attractions, both professionally and in our personal life as well. We've both got daughters at very different ages, so Millie is coming up for I think, 9.Paul Marden: 10 in two weeks' time. Kelly Molson: Okay. And my little one is 2. So we're going to very different visitor attractions right now. But we thought we would talk about the attraction that we visited most recently and what we loved about it, and we thought we'd ask each other that question. So I am going to ask you that question first, Paul. What attraction have you visited most recently and what did you love about it? Paul Marden: So we just finished the summer holidays, so went away for just over a week to the Netherlands. We did visit a few different attractions whilst were there, but went to an amazing place. We went back to it, actually, it was one that we've been to before called Burger's Zoo. So I loved the whole experience of going there the first time around and we wanted to go back there. It's an amazing place. But the reason why I was going to call it out today was a conversation that we've been having and something that we've done with Kitten Museums in terms of the food offering. Because when you go to Burger's Zoo, the restaurant is amazing. We've talked recently about the sorts of food that you get at visitor attractions and your frustration around this. Lots of fried food. Paul Marden: There's never any healthy food. So went to Burger Zoo, we had lunch and of course, there'd be obligatory portion of chips there if you want to have it. Lots of kids food there, but I was able to have a massive great salad. It was in enormous and it was lovely and healthy and really enjoyable and it didn't cost the earth when you were there. And it's so unusual to talk about going to an attraction and getting that kind of quality of food without spending the earth in doing it. So, yeah, that was pretty cool. Kelly Molson: That is cool. This is probably a whole another podcast episode to talk about that. I think actually, in your intro, you forgot to mention that you are a Trustee for the Kids in Museums, which is quite a new role for you, isn't it? But it's one that kind of immersed you into the world of attraction. I think that's been a good one for you. They have set up a brilliant scheme, which is kind of an accreditation scheme for attractions to go through, just to check into how healthy and how great their food offering actually is, which I think is brilliant. It's really weird. Kelly Molson: The day that they launched it, I was having a like, literally the day before, I was having a conversation on LinkedIn about how atrocious the food offering had been at an attraction that I went to, which is one of the top ten most visited attractions in the UK. It's a great place. It really is a brilliant place, especially if you've got toddler. However, the food was pretty horrendous and I've got an unusual toddler in that. Well, she will eat chips now, she will eat chippies, but she won't eat fried stuff or battered things or anything like that. She's just not interested.Paul Marden: Nothing beige.Kelly Molson: Not really, even pasta has to be, she should have been an Italian, she should have seen the amount of pasta that she wolf down when were over there. But it's got to be good. Kelly Molson: It's got to be good. Yeah, she is particularly fussy toddler. But just for myself, I mean, just the range of food that was available that day was just dreadful. I mean, the healthiest thing that was on the menu that Lee and I both had was jacket potatoes and I think I took a picture of it somewhere and it was too awful to put on social media. So, yes, that is well needed and I'm glad that attraction stood out on the food front for you. Paul Marden: What about you? Where have you been recently? Kelly Molson: I've been to lots of different places recently, but this one I can't stop thinking about and so I want to talk about it today and it's not one that I visited with Edie. It's one that I visited with a fellow attractions professional a little while ago, but it's the Beamish Living Museum. I honestly can't stop thinking about it. It's the first living museum that I've been to, so it's the first experience of that for me. And I had such an emotional reaction to it. I'm a bit embarrassed, actually. So I went to meet a couple of people. I met one person that I'd met briefly at a conference before, and then I met one of their colleagues who I'd never met before in my life. And I actually had a bit of a cry to this colleague because it was so emotive. Kelly Molson: If anyone who hasn't been to Beamish Living Museum, there's lots of different areas that you can visit, and one of them is a 1950s area and they essentially recreate what it was like in the 1950s, where the museum is located. And it brought back so many memories of my grandparents, both sets of grandparents, for different reasons. The house was very similar to my grandparents on my father's side and just down to some of the things that they had in that space. And I just got overwhelmed by it. It was so wonderful to go back and see that. And in my head all the time I was thinking, well, both my sets of grandparents are no longer with us. They passed away when I was in my early twenties. And so Edie will never get to meet her great grandparents on that side. And I thought, God, how amazing would it be for me to bring here and say, show her some of the things that great granny used to have in her house and yeah, just lost it. Paul Marden: It's interesting, isn't it, that you can become so immersed that even now the emotional attachment that you've built when you were there takes you straight back there. Because there's a risk, isn't there, with those sorts of places of it feeling a little bit plastic and fake, isn't it? But this clearly had an emotional impact on you. Kelly Molson: Yeah, I think for me, I was worried that it would be people in costumes. It would feel like that. And it did not feel like that at all. It just felt so authentic. Anyway, you've got to go. I don't want to cry for the rest of this podcast, but yeah, it's definitely a must visit for me, it was something really special. Paul Marden: Excellent. Kelly Molson: Should we move on to what we're going to talk about? And I'll compose myself, shall we?Paul Marden: Okay, moving swiftly on.Kelly Molson: Let's. So in this episode, we're going to talk about the impact of design, navigation and content on selling tickets and how we go about testing if it's working or not. So this episode actually launches on the 4th of October, which is one day after we release the 2023 Visitor Attraction website report. There's data that has come out of this year's report that is so insightful and I cannot wait for everybody to get this year's report. It dives deeper into a lot of the topics that we talked about in the first report last year, but there's just so much more to it and I'm very excited about it.Kelly Molson: Anyway, looking at the data from the report, a 100% of the attractions that took part think that having consistent design and clear navigation is important, which is brilliant. Big tick there. However, many of them don't think that their site meets the need and some of them think it does, but they don't test that it does. There's some really interesting stats about testing that we're going to talk about in a minute that have actually blew my mind a little bit. But one good stat around the design is that 76% of respondents believe that their websites were consistently designed despite using multiple platforms in their customer journey. Kelly Molson: And this is something that we talked about quite frequently in that sometimes there's a big disconnect if you are using if you've got your website that's built and designed in WordPress for example, and then you've got your ticketing platform and the two don't look like each other, they're not consistent, they're incongruent. That can be a bit of a challenge for people in terms of trust and how they feel about your brand. Paul Marden: It can be a jarring experience, can't it? Kelly Molson: Yeah, absolutely. Responses this year once again saw that websites that look good and are easy to use are doing far better than those that don't prioritise consistency. So I'm just going to read out this snippet from the report. We saw that websites that were high scoring for their design and navigation made more sales over the past twelve months. So those successful websites had around 200,000 to 500,000 completed transactions. Whereas on the other hand, websites with lower design and navigation scores didn't do as well, stating that they had below 50,000 completed transactions in the last month. That's quite fascinating, isn't it? Paul Marden: It is. This is not just a handful of people that are answering, is it? Because there's a large number of people that are answering that this is important to them and that they think they're doing quite well. And then you see how their perception of doing well correlates really strongly with the actual outcomes of the site itself. Kelly Molson: Yeah, I think that the way that we asked the questions this year is interesting as well. So when I talked then about we said that websites that were high scoring for design and navigation, we gave respondents the options to score their website. So we gave them how well designed do you think your site is? Between 1 and 10, 10 being the highest. So we allowed them to kind of self score. But it's interesting because some of those self scores don't correlate to the data that we then took. So those scores, they're based mostly on assumption, which is always a difficult, challenging place to be. But I think, Paul, you had some insight here around the conversion rate and design and how they tally up. Paul Marden: So the stats you just talked about were about the volume of transactions. You could say that having good design leads you to have more transactions flowing through your website, but you could also say that the organisations that have more transactions flowing through their website can afford to spend more money on design. But what I found interesting was that when you ignore the absolute number of sales that they make on the website, if you actually look at what their conversion rate is on the website, the attractions who think they have good design tend to have a higher conversion rate by about 1% or 2%. Now, that could be on a low base. Paul Marden: There could be a fairly small attraction that has fewer people coming to it, but they still perform relatively better than those attractions that didn't think they had good design but could be massive organisations with large numbers of transactions flowing through. And what I found interesting is we started to work out what is the value of 1 or 2% extra conversion rate, because it doesn't sound like much. Really. There's somebody in the business that doesn't necessarily understand the technology side of it that doesn't sound like a lot. So we started playing with converting that into money. What could that actually be worth? So we played around with we tried to model what is our average attraction and what is the absolute top performing attraction. Paul Marden: And even for our average, an increase of 1% in conversion rate could mean tens of thousands of pounds of extra sales that they make. But for the top performing attraction, it could make the difference of hundreds of thousands of pounds of extra sales just by squeezing 1 or 2% of extra conversion rate out. I think that's absolute gold dust in terms of insight that we've drawn out of this data. The organisations that think they have good design tend to have a conversion rate of 1 or 2% more, which could equate to tens of hundreds of thousands of pounds of extra sales that they make. It makes you begin to think that investment in the design of the site could actually be really worthwhile. Kelly Molson: Absolutely. And information like that helps the marketing managers build the case for good design and investing in good design. Paul Marden: Yeah. And before you say, "Oh, the large organisations with the big budgets, they can afford to do this, what about the small ones?" The smaller organisations with small budgets who had good navigation tended to be the ones that would have the better conversion rate amongst their peers. So you don't need to be a nationally recognised attraction brand to be able to invest an appropriate amount of money in design and get a return on that investment that you make. Kelly Molson: I always think that the best use of budget is on the pre planning side, which is unusual coming from a designer, I think. Yeah. But Paul, you're really data driven, aren't you? You're super data driven. Paul Marden: Such a geek. Kelly Molson: Yeah, you are a massive geek. Massive nerd. We're very complimentary, but I never used to be very data driven. I was always far more visual driven. But actually well, I'm not going to share it on this podcast, actually, because I'm going to share it at a talk that I'm given. But I've got a really good story around why user testing is very important. We'll come a bit more onto that later. And why you should be driven by the data and the stats and not just by what something looks like. Okay, let's talk about navigation quickly as part of this design section. So it's really interesting. So we've actually got some findings from the Journal of Market Research. Kelly Molson: So they state that, when websites are easy to understand and navigate, individuals have a lower cognitive load, so fewer things to work out, and therefore are more likely to have a positive experience to go on to purchase. So having a consistent and well designed website can really help people make complete purchases with your visitor attraction. What I've always said, it's about trying to stop making people think, give them something that is really easy. So I think when we worked with Eureka!, and this is back in 2016, when we first worked with them, we did some research around what people wanted to find out about attractions, what were the first things they needed to know about. And it was literally, when you open, how much do you cost? How can I get there? Kelly Molson: So, if they're the three things that people desperately need to know, they're the three things that really need to be highlighted front and centre when you arrive at the site, wherever you arrive at it, whether that's the homepage or what. And it's the same with navigation. People need to understand where they're being taken and why they're being taken to certain places. So we're working with an attraction at the moment, we've just about to start work with them. They have got some really key, really strong elements to their Nav, but then they've got an area that says more, and there's a load of stuff that's been added onto the more section, and things like this happen over time. Kelly Molson: When you've got a website, people will say, “I need this to be featured on the site, I need this page to put up there”, and it gets added to, and ultimately you end up with all these things that haven't been thought about from the start, about where they're supposed to go. So they get kind of bundled somewhere, and a more section kind of feels an obvious place to put them. But what is it? Users don't understand what's in there. And they're not going to go searching for hours to find something that they want. They need to find it quickly. And so that for me, is a huge no about bundling stuff into these kind of sections. That just so ambiguous, you don't know what they are. Paul Marden: I think that figuring out what people are trying to do, what are they trying to get out of the website? I think that bundling exercise, putting lots of things onto the site that happened over time or putting it in a bucket of more is often there's so many people in an organisation that want their content heard and seen, don't they? Everybody wants their content on the site. It all goes on there. And sometimes you have to step back and think, what's the point? Who is it that's coming to the site and what are we trying to get them to do? We want the customer at the end of it to think, now that you've read this, what are you going to do next? But we don't always think about that journey. Paul Marden: We think about the snippets of information that we put onto the site, but we don't think about what the journey is they're going through. Attractions are really lucky. I think a lot of the people that go to their sites are really motivated to buy, a lot more motivated to buy than the average ecommerce site. So how do you get out of the way of those people so they can just buy stuff? And then for the people that are less motivated, they don't necessarily want to know how, when and how much they still want to be sold on the idea of going to the attraction, then maybe you need to give them more information. Paul Marden: But identifying who those people are and giving them a journey to go through and coming up with a navigation that makes it really easy for those people to navigate along that journey, there's a lot of psychology that's hard. That's your prep work, isn't it, before you do the design? Kelly Molson: Yeah, and it's the hardest part of it. And I think that's where the most amount of time needs to be spent there and the wireframes really, the design. If you've got good brand guidelines in place, the design ultimately becomes a simplified process at that point. But the pre design work is really where the time and effort needs to be spent. And I think it is a challenge for attractions. So there are attractions that are, if you compare a Chessington World of Adventures, for example, a theme park orientated to a historic museum that you're coming to visit, that not only is an attraction, but obviously has a lot of historical information to share and learning and education plays a big part in them as well. You have different audiences for those. Kelly Molson: So I think one part of that process is you need to think about all the different audiences you have and what are their motivations for visiting the site and what do you want them to do, what actions do you want them to take? But I think when you are working, this has gone off a bit of a tangent, but when you're working with an agency, I think what's really core for the attraction is to make sure that you've got key stakeholders from each of those areas of your attraction that play a part in those early conversations. So you don't want the site redesign to be driven solely by the marketing team for the attraction side. You need someone from the education side to be part of those conversations as well. Kelly Molson: You need visitor experience to be part of those conversations because if you're planning content, each of those individuals will have a different need for what content they need to showcase on the site. So they all need to be talking to each other about how that's going to look. I'm talking from experience because this has not happened in the past. Paul's nodding his head at me because he knows that we've had this challenge previously.Paul Marden: Yeah. Kelly Molson: So yeah, and I think that kind of leads us nicely onto content, really, and about the need to frequently update your site and keep it refreshed. So once you've done all of that hard work of working out what content is going to be on it doesn't stay static. So in the report we have a stat that says 31% of respondents said that they updated their online content multiple times a week. That's good. Another 31% said that they did so at least once a month. Good. However, 22% of respondents said they had infrequent content updates or didn't update their content at all. Not updating your content at all. Paul Marden: That surprised me, that one. Yeah, I was surprised that there were 31% of respondents updated it multiple times a week. I was really impressed by that. Yeah. That takes some work, doesn't it? To be able to produce that level of content change, but to do it infrequently or not at all, that surprised me. Kelly Molson: I guess it depends on the attraction and what their offering is as well. Thinking about one of our clients, Holkham actually, so we know that Holkham update their website frequently. They have a lot of different events, they write a lot of really incredible content about what happens across Holkham Estate. So they're engaging with the audience from the perspective of someone coming to visit and what they can do on the day and what they can come and see. But they're also talking about their wider sustainability efforts across the state and what they do and how they focus on that, which again, might be for that same audience. Might be for a slightly different audience as well. Kelly Molson: So the volume of content that they produce is a lot higher than potentially Thorpe Park as a visitor, they will talk about what's on that day and maybe an events that they're running, but they might not talk about the same things that are going on across the Estate that Holkham would, for example. So I think, yeah, it's what your attraction offers. Paul Marden: Holkham's a really good example because they can take inspiration from the place. They're very diverse, they've got lots of different things that they do at that location. It's quite a large location, but there's lots of different things going on and those things are inside and outside. They can take inspiration from the season. So there's a lot of inspiration that you can take there and produce. Just off the top of my head, I could think of lots of different stories that you could tell and changes to the site that can be inspired by the season. But then I think about a theme park where there's lots that goes on. I think I've done lots of trips to Legoland. There's Legoland at Halloween. There's Legoland in Spring time. It changes through the seasons and there's a lot of story around that. Paul Marden: I wonder if you're an indoor attraction, if you're Heritage Museum based, there's going to be lots of stories that you can tell about the items that you've got in your collection. But it might be harder to tell those stories influenced by the seasons, which can be a real driver for telling varying stories throughout a year, can't they? Yeah, but I don't write a lot of stories for those sorts of organisations, so maybe I don't have the right view of the world, but I would imagine it would be a lot harder to write lots of content varying through the year for that sort of organisation. Kelly Molson: Yes, probably so I'm just thinking about it would just be a change in topic, wouldn't it? So I know Blackpool Pleasure Beach, who Andy Hygate, the Operations Director, came on the podcast a couple of seasons ago, actually, and he talked about the experiences they've developed around walking up the big one and the rise that they have there. And actually, I think for people that are interested in theme parks, there's probably a lot of content around how things are built and how they're developed and that kind of side of stuff that people would be really interested in. So it's not talking about seasonal stuff, it's about the things and how they're constructed and how they're designed and kind of stuff like that. Kelly Molson: So, yeah, again, it comes back to just knowing your audience and what are they interested in and how you can engage them and what are your potential new audiences as well, and how can you develop content that attracts them. There is a correlation between content and purchases, though, which is quite interesting. So our report shows that those who were deliberate in ensuring their content was kept fresh and engaging saw an average of 25 to 50,000 completed website purchases a year, whereas those who didn't, on average, had around 10,000 completed purchases. In the same time frame. That's interesting. In addition, of the respondents who recognised the need for regular content updates but weren't action in them, 23% stated that their average sales conversion rate sat between one and 4%, which is below the benchmark for the sector. Kelly Molson: So the sector benchmark is 5% now, so that 1% is significantly low. Paul Marden: Absolutely. Shall we move on and talk about some testing? Because I know you think this one really is. Kelly Molson: Oh, yeah, I really do. So there is a statistic in the report that I had to reread a few times, actually, to believe. So last year's survey and report, we had about 70 attractions take part. This year has been significantly more than that. We got 188 attractions from up and down the UK and Europe take part, which was incredible.Paul Marden: And one in North America as well. I was really excited when I saw that one. Kelly Molson: Yes, we went international. That was exciting. Okay, so think about this: 188 attractions took part in this. 70% of the respondents have never conducted user testing of any kind on their website. 70%! That's actually not the worst stat though. I'm going to save the worst stat for another episode, but that's not the one that shocked me the most. But this one is really surprising. We've talked a bit about making assumptions about how well your website is perceived by people.Kelly Molson: Hard data from actual users is the key to designing a website that has an improved user experience because it can clarify problem areas and identify where most effort is needed to create a really great online experience. So if you're not asking your users how they're interacting with the site and do they like it? Can they buy things well? Can they find what they want? How do you know if it's good or not? It's blown my mind. Paul Marden: It's really hard, isn't it? Really hard. Kelly Molson: And I think it's really you wrote this down, actually. It's really important to be aware of a familiarity bias. So just because you think your website is easy to navigate doesn't mean other people think is it's because you're familiar with it so you understand where things are. Which is really interesting. Actually, I've just been reminded of a conversation that I had with somebody when I was at an attraction. Now I can't name this attraction, we're working with them and we're under NDA, but they asked me about a website that we'd redesigned. They said, "Oh, you did this website, didn't you?" I said, "Yes", "I can't find this thing anymore that I couldn't find. It took me ages to find it before" and I was like, "All right, what is the thing?" And he talked about what it was. Kelly Molson: I said, "Oh, well, it would be in this area". And he said, "Yeah, which makes sense. But before it was over here and I knew where it was and it just feels a bit weird now." I said, "Do you think it was in the right place before?". "Oh, no, shouldn't have been." Okay. So it's just because you know where it is doesn't mean it's actually in the right place. It's just what you get used to over the years. Paul Marden: It is incredibly hard to put yourself into the position of the person that knows nothing about your organisation. Trying to imagine what the customer is going through takes a lot of effort and I think that you can get data to be able to do that. But a lot of there's kind of levels of kind of understanding of that, putting yourself into that customer's position, the empathy that is required. Lots of people that we meet and work with will talk about how they want their site to be structured and what makes sense to them. Some people then will go the next stage and think about what they think their customer wants. And then there's a stage beyond that which is not even trying to put themselves into the customer position, but actually test what the customer thinks. Paul Marden: It's really hard to have the empathy to understand. If you know nothing, what would you do? And there's loads of stuff that you can do. I'm sure we'll come on to that later on to try to understand and test. But just sitting somebody down and watching them go from zero to hero and buying your tickets is a valuable thing that you could do, couldn't it? Kelly Molson: Yeah, absolutely. Now the report on the survey is anonymous. All the data that we get from it, we don't talk about the people that have submitted it and we don't talk about them. There was a number of websites within the data set that were doing really well in terms of both design and navigation and the impact that they were having on their conversion rate. So we reached out to these organisations to ask if we could talk about them today. And all of them were very happy for us to talk about it. So we have had their permission. I think I'll hand over to you, Paul, because you've been doing the analysis over on these sites. It's really lovely to see that Roman Baths are on this list.Paul Marden: They're on the list.Kelly Molson: Because they have been on the podcast and they're our podcast alumni. So that was good.Paul Marden: Yeah, more than once, I think, as well. Kelly Molson: Yes, they have been. Paul Marden: What I went looking for were who were the organisations that thought that they had good design and navigation in their site? But I didn't think that was really enough because of course you could think that it was good and it isn't very good. So what could I dig into the data to try to pull apart the people that thought they had good design and following through from that good design actually had good outcomes. And Roman Baths was up there in that top set of organisations that had they thought they had a good, consistent high quality design, but they also had a conversion rate up there in the top ratings that we had inside the data set. Obviously, Roman Baths really well known organisation, lots of international visitors will be going there. Paul Marden: There was another that I pulled out in the data set, which was also a really high profile brand. London Zoo came out in that top set. Kelly Molson: Also past podcast guests. Thank you. Yes, lovely people. Paul Marden: So they also thought they had good, consistent design, but coincidentally also had good quality conversion rates up there in the top performance in the data set. But to avoid you saying to me, "Oh, but all these are all big, internationally recognised brands. What's design got to do with it?" Up there we've got Roman Baths, London Zoo. Big, well known brands. But there's also some organisations that I wasn't familiar with in that data set. So there were organisations that are probably more regional, less internationally well recognised brands. And one of those that considered that they had good quality design and they also had high levels of conversion rates. Alongside that were Smithwick's experience in Kilkenny in Ireland. It's an attraction that is a brewery tour. I thought that one was really interesting when I went and looked at it. Paul Marden: It was really easy to navigate around the site, ridiculously easy to go and buy tickets. You go onto the site, it's right there to be able to buy those tickets, to go to that experience. So I think that told me that you didn't need to be a big, well recognised brand to be able to devote the time and attention and budget that's needed to get a good design, which then has the impact on your conversion rates. Yeah, this is not just for the big brands. This is also for other brands, smaller, regional brands that can maybe not devote the same levels of investment to it that a large organisation can, but they can still have good outcomes and good design. Kelly Molson: Yeah. And I think it's fair to say we do ask questions in the report about budget, but we don't ask them specifically. So we haven't asked. We don't, for example, know the investment that Roman Barths, London Zoo or Smithwicks have made in their website to get it to where it is now. We literally have no idea. So their budgets could be phenomenally big, they could be phenomenally small. We have no idea whatsoever. But we know that they have invested in good design and they've done it to a really great standard, which means it's easy for people to make purchases. Therefore their sales are sitting at a really great level. Kelly Molson: The Roman Baths I just a little shout out to Simon Addison, actually, because Simon did come on to the podcast a couple of times now, and actually he came onto a recent episode where we talked about the value of this report and the survey that we carry out. And this is its second year now and we can see the value in terms of the data that we've been able to glean from it is so much more insightful this year. The key insights themselves are much more in depth than they were last year. But one thing that Simon mentioned is that we don't work with Roman Baths. I've made that clear on the last podcast. We didn't design their website. We've not worked with them. Kelly Molson: They did use the report to inform some of the decisions that they made about designing their website and making changes to it, which I think is so great. Right. The report is actually actively doing what we set out for it to do. Regardless of whether anyone comes to work with us or not. Someone can take this report and use the insights from it to inform their current agency to make changes to their site that are going to make a significant difference to their bottom line. Well done, us. Paul Marden: Well done, us. But well done, everyone that's responded as well. Kelly Molson: Whatever. Well done, us. Well done, everyone. Thank you. Paul Marden: So I just think it's really impressive, isn't it, that we've got what was it you said? 180 something respondents from across the sector.Kelly Molson: 188.Paul Marden: It's so hard in a tough industry. There's lots of industries where people would not work together. And this is a collaborative exercise in sharing your data that takes a certain confidence within the sector to be able to be willing to share that information so that then somebody like us can then do the graph that aggregating that and seeing the interesting stories that people can then use to make things better. There's so many places where you would not see that happen.Kelly Molson: It's a wonderful part of the sector, that collaboration and that willingness to share and be open about things. Right, let's talk about next steps then, because we've talked about some of the items within design, navigation, testing. We've talked about who's doing it well. Let's wrap this up with next steps that you can take. Kelly Molson: If you think some of these things are relevant to you and you want to do something about them. Do some testing. Do some testing and you can do that in a variety of ways. Paul Marden: Do you want me to test some stuff? Kelly Molson: Let's do some testing. Let's test. Look, there's loads of ways that you can do user testing if you're going through the process of a redesign at the moment. Go back to your wireframes, make them interactive. Do some internal testing, do some external testing. You can do this in multiple ways so you can do focus groups, get bums on seats in front of computers and give them some things that you want them to do on your site. Don't tell them how to do it, but just give them some things that you want them to achieve. I want you to buy a ticket. I want you to tell me how easy it is to go and find the interactive map. I want you to find a blog post and can you get from the blog post to buying a ticket, some of those things. Kelly Molson: This doesn't need to cost you a huge amount of money, right? You all have an asset in that. "Hey, would you like a free ticket to our venue if you come and do some testing for us?" Put on a little bit of lunch, put on people are really happy to help and give you feedback in that way. So that doesn't need to be a huge cost at all. You can use online tools, so we use tools like UserTesting.com. You can select a certain demographic that you want to test out and you upload what you want them to test. And then they go off and they do it, and they record videos, and you can see how they interact and they talk through what they're doing and how easy it was for them to do those things as well. Kelly Molson: They are not a huge, costly I actually don't know off the top of my head. There will be a fee to use the system, which will be a monthly fee and then there'll be a fee probably for that will cover X amount of tests within that monthly fee. So it will probably be from what, 150, maybe a month, something like that, maybe a bit more. Paul Marden: The cost depends as well on factors, how many factors you place on the do you only want people to do user testing that are of a particular demographic and age? If your attraction has mainly parents with young kids coming, do you want your user testing to be done only by parents with young kids? When you add more constraints to it, the cost of doing it becomes higher. But arguably the quality of the data that you get back from the testing is more relevant to you. Kelly Molson: You can do this with I've talked about going back to the wireframe stage. You can do this at any point. So great, do a load of testing before you go ahead and release something to the world. But if you've got something that's up and running now, do some testing. So you can do user testing on what you already have. You can do exit surveys so you can ask people once they've bought a ticket, you can ask them how easy that was. What did you find difficult? What were your challenges at the end of your purchasing journey? So there's small little things you can do there. Paul Marden: The world has changed a lot, hasn't it? In the last few years we've moved to almost exclusively online sales beforehand. So we've got this massive pool of data, of contact information of the people that have bought your tickets. That's such a great resource that you could use, which in previous years pre pandemic it would have been a struggle because a large chunk of your people would have been walk ins who you didn't necessarily it wasn't easy to capture those sorts of contact details and follow up with them. Kelly Molson: Yeah, exactly. And then I think there are things that you can do in terms of looking at your user experience and the design side of things. We do things like UX reviews for people. We actually offered one as a prize for all of the people that entered the survey this year and the lovely people at Cheddar Gorge won that. We're going to be looking at that in a couple of months for them. Paul Marden: Back near my home proper, that's Cheddar Gorge is where I went as a kid, like, so that's exciting to be. Kelly Molson: In that we'll be carrying that out later on in the year for them. So, yeah, there's things that you can do in terms of working with an agency to look at what your user journeys look like. Are they correct for the audience that you have? Does your design flow? Where are the barriers that you're seeing? And again, if you're looking at some of the data of where you're seeing people drop off, is that a design issue, is that a function issue? How do we work those things out? Paul Marden: There's loads of tools, isn't there, as well, like Hotjar that you can stick on, which doesn't cost a lot of money. And it's not just Hotjar, there are lots of other tools just like it which would give you insight into the behaviour of the users on the site. It's just a snapshot that you get for free, but that snapshot could really help inform decision making about maybe I need to make it easier for them to find the button because they're finding it hard to book tickets or whatever. Kelly Molson: Because they can't see where they need to book their tickets. Paul Marden: Yeah. Kelly Molson: So, yeah, I think in summary, do some testing is what I'm going to end this podcast episode with. Do some testing, come back and tell us what you find.Paul Marden: Exciting. I'd love to have those conversations. Kelly Molson: As ever, if you want to get in touch with either of us, all of our contact details are in the Show Notes. If anything has sparked your interest that we've talked about today, we're really happy to answer any questions and things like that. So if you do want to ask any questions about any of the kind of stats that we've talked about, again, just our email addresses will be in the Show Notes. And also, if you haven't downloaded the report yet, why not? Because it's out. It launched yesterday. We did a webinar. Did you come to it? Why not? If not, but if you do want to go and download the report, we'll put the link to that in the Show Notes as well. But just head over to the rubbercheese.com website and you'll be able to find it. We'll see you next time. Paul Marden: Awesome. Thank you. Kelly Molson: Thanks for listening to Skip the Queue. If you've enjoyed this podcast, please leave us a five star review. It really helps others find us. And remember to follow us on Twitter for your chance to win the books that have been mentioned. Skip The Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. You can find show notes and transcriptions from this episode and more over on our website, rubbercheese.com/podcast.
If you're like Jake and I, focused on Paid acquisition channels and SEO always came last. It's hard to build up expertise on the subject in that context. This is why this week we're joined by Andrew Holland, Director of SEO at JBH. Andrew is an expert in the field, so just like us, you're going to learn A LOT about SEO! 3 takeaways from this episode: 1️⃣ The Power of a Great Website: Andrew emphasized the importance of creating a website that people genuinely enjoy and spend time on. He believes that the ability to have an incredible website is far more powerful than simply ranking high on search engines.
Refining Your Existing Website for Maximum SEO Performance In this episode Jesse is joined by special guest TJ as he talks about pruning down the content on your website. Learn the intricacies of effectively trimming your website content to enhance its SEO performance. Discover valuable insights on leveraging tools like Google's page indexing report and addressing undexed content the right way. Whether you're a website owner, marketer, or SEO enthusiast, this episode will equip you with actionable knowledge to declutter your site and boost its search visibility. What You'll Learn How to utilize Google's Page Indexing Report to pinpoint redundant, low-performing, or outdated content on your website Where to look on your website for areas for improvement and techniques on content pruning Why you should trim your content regularly for improved user experience and search rankings Thanks for listening! Show your support of the show by sharing and reviewing us wherever you get your podcasts. Ask SEO questions and get a free SEO audit on our website! Submit your website: https://www.localseotactics.com/submit-your-website/ Episode Transcript and Resources: https://www.localseotactics.com/website-content-pruning-for-improved-seo/ FREE SEO AUDIT: https://www.localseotactics.com/free-seo-audit/ Ask us a question: https://www.localseotactics.com/questions/
Old, old pages on your website seem irrelevant? CNET thought so and was "called out" for deleting many to help influence Google rankings. Good idea, or no? Google's Danny Sullivan throws his input along with PA's founder, Dwight Zahringer, giving his assessment on what he'd recommend. In addition discussed is the evolution of AI and what he sees as SEO being largely driven to "optimize" websites' based on live-fed metrics by the "machine".
In today's episode of Daily Show Up, Darin delves into the world of content marketing 101 - blogging. Discover how to craft website content that converts, as he unveils the Cascade Method, a strategy that's been generating impressive leads for us.1. Link Worthy Content: Appealing to Industry Experts• Craft articles aimed at industry experts and content creators.• Focus on topics that resonate with these experts, encouraging them to link to your content.• Secure valuable backlinks that bolster your online authority and SEO ranking.2. Answer Articles: Catering to Your Audience's Questions• Identify frequently asked questions in your niche using Google's "People Also Ask" feature.• Write content that provides concise, detailed answers to these questions.• Aim for articles of around 700 to 1000 words, delivering valuable insights to your target audience.3. Guide Articles: Deep-Dive Resources for Comprehensive Knowledge• Select topics that can be explored in-depth, offering comprehensive insights.• Create guide articles that serve as definitive resources on specific subjects.• Aim for articles ranging from 1500 to 3000 words, ensuring a thorough exploration of the topic.4. SEO Insights: Distinguishing Effective Strategies• Beware of misinformation in the world of SEO and content marketing.• The Cascade Method emphasizes industry expert engagement and strategic link-building.• Focus on strategies that work for your specific audience, rather than adopting a one-size-fits-all approach.5. Long-Term Strategy: Patience and Persistence in Content Marketing• Understand that the Cascade Method is a long-term strategy with impactful results.• Leverage immediate opportunities for injecting funds into your business, while also building a content marketing foundation.
Today Brittany (aka B) walks us through rewriting her website and updating her SEO strategy. B shared her two-year process of refining her website.This involved understanding her ideal client, their budget, and prevalent problems. To find more information, she performed voice of customer (VOC) interviews.B noted her increased visibility indicating her SEO expertise.B updated her website messaging. She overhauled her offer suite, Performed keyword research, and Created new SEO strategies for specific pages.B has a step by step process for creating SEO strategies.B outlines each page before writing the first draft. Consider the overall flow and story for each page. B weaves SEO, storytelling, and social proof into her work.B and Crystal shared ways of using social proof on your website:Testimonials and statistics, organized for easy reference during writing tasks.B & Crystal both stressed the strategic use of customer reviews, testimonials, and statistics Crystal suggested using customer reviews and testimonials in product descriptions to increase relatability and trust (social proof).Crystal also emphasized using customer quotes to enhance customer experience.Brittany shared that 92% of consumers read reviews and testimonials before buying a product.SEO services provided by B and CrystalB updated Crystal about her new services: which all fall under the big umbrella of SEO.Crystal believes that an SEO technical audit should be the first step before implementing any further SEO strategies to ensure a strong foundation.Crystal introduced the concept of 'sprints,' which are condensed work times aimed at accomplishing significant tasks that have a major impact on the business.Brittany has an SEO basics checklist for download, which guides businesses through on-page SEO strategies.If you're looking for a unique, handcrafted way to spruce up your home or office, then Collage and Wood is the perfect place for you! We offer a range of beautiful wooden signs that are perfect for any occasion. Our talented team of artists will work with you to create a sign that perfectly suits your needs. So why wait? Visit Collage and Wood today!Support the showApply to be our podcast guest!
In this episode of the podcast, Daniel Fava, the founder of Private Practice Elevation, shares his expertise in creating website content that improves SEO, grows your traffic, and generates more clients. Daniel's passion for helping therapists and group practice owners with their online marketing and SEO began when he built a website for his wife's private practice. Since then, he has expanded his services and now runs an agency that offers website design, WordPress care plans, and SEO services. The Biggest Mistake: Lack of Quality and Relevant Content One of the most common mistakes Daniel observes is that many therapists and group practice owners don't have the right type or amount of content on their websites. Often, the focus is on getting the website up quickly without considering the importance of quality and relevance. Daniel emphasizes the need for specific content pages dedicated to each service or specialty, rather than a generic page that lists all the services. By diving deep into each topic and providing in-depth information, therapists can create valuable content that search engines like Google will recognize and rank higher. "People don't have the right type of content or they don't have the right amount of content for search engines to really take notice of. That's where you lose out to competitors who do have the right type of content and the right amount of content." The Four Essential Elements of Effective Website Content To optimize website content for SEO and engage potential clients, Daniel highlights four key elements: quality, keywords, recency, and relevancy. Quality: Creating high-quality content involves breaking down service pages into individual pages for each specialty. By offering detailed information and answering potential clients' questions, therapists can provide valuable resources that attract both search engines and visitors. Keywords: Including relevant keywords in the content helps search engines understand the topic and context of the page. Keyword research can identify the words and phrases potential clients use when searching for specific services or information. Recency: Keeping the website content fresh and up-to-date is crucial for SEO. Regularly updating service pages with new information, insights, or client-focused language can improve search engine rankings. Relevancy: Understanding the ideal client and tailoring the content to their needs is vital. Clear and descriptive blog post titles can help potential clients quickly find the information they are looking for and engage with the content. "More is always better. You want to have a lot of content on a page and break it up nicely so that it's not too overwhelming. This includes using headers and sub-headers with relevant keywords, creating a clear hierarchy that makes it easy for both Google and visitors to navigate the content." Practical Tips for Designing Content to Attract More Clients Daniel provides practical advice for therapists and group practice owners to create effective website content: Create individual pages for each service or specialty, diving deep into the details and providing valuable information. Utilize headers and sub-headers with relevant keywords to improve content readability and search engine understanding. Regularly update service pages with new information, insights, and language that resonates with the ideal client. Craft blog post titles that clearly convey the topic and answer potential clients' questions. Keep the content fresh and engaging by consistently adding new blog posts related to the services offered. "The key is to provide valuable content that speaks directly to your ideal client's needs and interests. By doing so, you'll not only improve your SEO and website traffic but also increase the likelihood of generating more clients." Final Thoughts In conclusion, creating website content that improves SEO, grows traffic, and generates more clients requires a strategic approach. By focusing on quality, relevant, and up-to-date content, therapists and group practice owners can enhance their online presence and attract potential clients. Building individual pages for each service or specialty, utilizing keywords effectively, keeping content fresh through regular updates, and understanding the needs of the ideal client are key factors in optimizing website content. By implementing these strategies, practitioners can enhance their search engine rankings, increase website traffic, and ultimately generate more clients for their practices. Remember, providing valuable and informative content tailored to the target audience's needs is the key to success in improving SEO and achieving business growth. Resources and Links Consulting and Community Group Free SEO Guide to Get More Traffic & Clients From Google Daniel on Instagram: @daniel.fava Private Practice Elevation Web Page Show notes and audio production by James Marland
Leveraging Transcriptions for Effortless Website Content Creation In this episode of Local SEO Tactics, Jesse explores the use of audio and video recordings for creating SEO-friendly web content. Discover how transcriptions of these recordings can unlock valuable SEO potential, providing effortless website content creation and boosting your online visibility. Join us as we delve into practical tips and tactics for leveraging transcriptions to enhance your website's performance and drive organic traffic. What You'll Learn How to use audio and video recordings in your SEO strategy for creating website content. Why using transcriptions is an effective method adding content to your website blog, newsletter, article. Different ways to optimize your recorded transcription to improve search engine visibility and attract organic traffic. Thank you for watching! Be sure to subscribe to get real, actionable SEO advice from the pros. Video transcript and links: https://www.localseotactics.com/easily-create-website-content-with-transcriptions-from-your-audio-and-video-recordings/ Ask a question: https://www.localseotactics.com/questions/ Submit your website: https://www.localseotactics.com/kyle/ FREE SEO Audit: https://www.localseotactics.com/free-seo-audit/
Start a once a month Website Wednesday or Maintenance Monday for yourself and schedule the 2nd Monday or Wednesday of the month as your maintenance day. I try not to do the first week of the month or the last week of the month because I feel that there is always a lot of other things that go on depending on your industry. I usually do a Pomodoro. Work for 25 minutes and have a 5 minute break. One 30 minute meeting. It's perfect.Pick one day to set up your tracker…I would add a tracker in Excel or Google Sheets and just have 3 columns:1. Date2. Page and links to check3. Completed? Y/NThere are a few ways you can add your pages, but I would add your main pages from your navigation in a list. You can always do more than one page if you want, but this way you have them all on the schedule. Think about the length of time your content is good for if you have external links because that will factor into your updating process.Things happen all the time to your website and we just forget all the places there are links and other pages. Schedule a pomodoro, just 30 minutes a month and go through your site to make sure you are giving everyone a quality experience on your site. Looking to save time or get more information from AI?If you're just starting out with AI or looking to enhance your outputs, my book 'Mastering AI in Communications' is your essential guide. Whether you're a beginner or ready to take your skills to the next level, grab your free electronic copy or purchase it on Amazon right here!Amazon: https://a.co/d/bhblVcGFree e-version: https://courses.kendracorman.com/aibookDon't miss this opportunity to transform your approach and make AI your most powerful tool yet in saving time and improving efficiency!
Josh shares his top 10 proven strategies for collecting content for web design projects.In This Episode00:00 - Introduction02:35 - Big three E'sEducation 03:59 - 1) Where and when08:37 - 2) Tools for images & media09:45 - 3) How to sendExpectations10:56 - 4) Client ownership12:20 - 5) Repercussion14:41 - 6) DeadlineEmpowerment16:55 - 7) Organize a project18:41 - 8) Phase the project19:33 - 9) Use a tool24:34 - 10) BONUS TIP26:37 - RecapGet all links, resources and show notes at:https://joshhall.co/261
Come and listen as I interview Kyle Roof a leading expert in the field of SEO. Explore Content versus Conversion and much more.
Curious how to update website content — the right way? Well, you're in luck, as in this episode I'll be sharing a step-by-step process for updating old blog posts for SEO — so that you can grow your traffic! By the end of this episode, you'll understand: why updating website content regularly is important how to find old website content to refresh how to evaluate website content so that you choose the best posts to update a step-by-step website content update process that can lead to more traffic and more! FREE BONUS: Snag FREE access to my Travel Blog Resource Library (45+ resources!): https://jessieonajourney.com/free-blogging-printables/ The printables, video tutorials, and mini-courses inside will help you grow your traffic, community, and income! TOOLS MENTIONED: https://bit.ly/tools-for-blogging Visit the link above for a list of my favorite blogging tools, resources & discounts (including those mentioned in the episode). LET'S CONNECT ON SOCIAL: https://www.facebook.com/jessieonajourney/ https://www.instagram.com/jessieonajourney/ https://twitter.com/JessonaJourney https://www.pinterest.com/jessonajourney/ https://www.youtube.com/channel/UChZCFed7WHl_7yEZYo_uyLA/videos https://www.tiktok.com/@jessieonajourney
Dr. Zoe Ross-Nash stops by to discuss the link between trauma and eating disorders/disordered eating. She defines different eating disorders and discusses which type of trauma is associated with each eating disorder. Dr. Ross-Nash explores the importance of not having preconceived notions of what eating disorders "look like". She also discusses resources available to those struggling with disordered eating. Dr. Zoe Ross-Nash (she/her) earned her PsyD in Clinical Psychology at Nova Southeastern University and completed an APA accredited internship at the University of California, Davis in the Eating Disorder Emphasis. Ross-Nash won the Division 29 Student Excellence in Clinical Practice Award in 2022 and is the Associate Editor for Website Content for the division. Zoe's clinical interests include trauma, eating disorders, wellness, mentorship, and advocacy. She is originally from Allendale, New Jersey and earned her bachelor's degree in Psychology with a minor in Human Service Studies and Dance from Elon University. In her spare time, Zoe likes to practice yoga and ballet, read and write poetry, and try new restaurants with her loved ones. To get in touch with Dr. Ross-Nash: Click Here Need to talk? Contact the National Eating Disorders Association to phone/chat/text about what you are experiencing: https://www.nationaleatingdisorders.org/help-support/contact-helpline More resources are available through the Eating Recovery Center: https://www.eatingrecoverycenter.com Need a podcast to help? Dr. Ross-Nash recommends Food Psych: https://christyharrison.com/foodpsych Want to learn about intuitive eating? Check out http://www.intuitiveeating.org/10-principles-of-intuitive-eating/ Want to diversify your social media feed? Here is a great place to start: https://scplab.files.wordpress.com/2020/10/body-diversity-resource-guide-i.pdf
Today we interview Brandon Leibowitz, founder of SEO Optimizers (https://www.seooptimizers.com). We discuss search engine optimization, backlinks, rankings, conversion rate optimization, and so much more. Also, learn what you should be doing right now to make sure your homepage is effective at driving clients to you. This is the Brands On Brands Podcast with Brandon Birkmeyer GET THE WEEKLY NEWSLETTER This is the best way to have branding and marketing secrets delivered to your inbox, and get first looks at new resources. https://www.brandsonbrands.com/bteam SUBSCRIBE TO MY CHANNEL Watch each week as we interview the top minds in marketing and share tips to build brands that matter. https://www.brandsonbrands.com/youtube CONNECT WITH ME Connect with me on social media: https://www.brandsonbrands.com/hotlinks JOIN THE PODCAST BRANDING ACADEMY Get your free podcasting 101 starter kit and more! https://www.podcastbrandingacademy.com CONVERT 1 HOUR INTO 1 MONTH OF CONTENT Get my Ultimate Guide to Repurposing Content, which includes 3 Content Creation Tips, 11 Content Creator Tools, 30 Repurposed Post Examples, 28 Content Calendar Prompts, & 30 Bonus Post Ideas https://www.brandsonbrands.com/toolkit
I discuss how I'm going forward with my niche sites in an AI content world.
Jeff & Clarke McKinnon are the co-founders of The.com, a site builder where creators build, collaborate, and remix their work. Recently, Jeff & Clarke have published their Automate system which is a scalable website product that increases SEO by up to 9x.I was deeply impressed with their vision and creativity, no doubt The.com will be a game changer when it comes to helping people easily and flawlessly add more content to their site. Connect with Jeff & Clarke:Website: the.com +++++Subscribe to the Podcast!PODCAST | https://bit.ly/3bU6D3l ▶︎ Please Follow & Connect with me! Link's BelowWEBSITE | https://tyzerevans.comYOUTUBE | https://youtube.com/c/tyzerevansINSTAGRAM | https://instagram.com/tyzerevansFACEBOOK | https://facebook.com/grindsellelevateLINKEDIN | https://linkedin.com/in/tyzerevansTWITTER | https://twitter.com/tyzerevansTIKTOK | https://tiktok.com/tyzerevansPATREON | https://patreon.com/tyzerevansCheck out our sponsor Odin's Rune Clothing Co. : https://odinsrune.com, clothing for those who want to burn the boats to live a purpose-driven lifeAre you a YouTuber? Then you need to have TubeBuddy to help with optimizing your search results, it is free; all you need to do it hit the link below, add it to your chrome extension and you will start improving your search results on YouTube: https://www.tubebuddy.com/grindsellelevateCheck out Tyzer's other podcast "The Book Legion" at https://thebooklegion.com
How to Update Your Website Content with SEO in Mind If your website is ranking in online search, you may be wondering if adding or updating your website content could potentially affect your SEO. Depending on how you do it, modifying the content on your website can either hurt or benefit your SEO. In this episode, Jesse, Bob, and Sue discuss SEO strategies to update your website content the right way and what content should be off-limits. What you'll learn When adding website content can negatively affect your SEO Why having an SEO strategy for new website content is valuable What types of new content you should be updating on your website If you've got questions about SEO or digital marketing, reach out to us today and let us know! Whether you're sending us an email or giving us a call, we'd love to hear your questions and hopefully provide insights for you and other listeners.
Have you ever struggled to write the content for your website? Business coach Clay Clark breaks down step-by-step the proven process for writing the most effective content for your website.
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