9 tips to get mobile optimised content

9 tips to get mobile optimised - Wendy Woodhead copywriter

What the hell is mobile optimised content? Well, in 2016, Google announced that mobile had finally overtaken desktop with over 51% of searches performed on tablets and smartphones.

What does that mean for your website? Simply: that it needs an overhaul to ensure you aren’t unwittingly deterring potential customers.

Picture the scene

You’ve spent hours fine-tuning your web copy. You’ve enlisted the help of copywriters and web designers. You’ve plumbed money into a full SEO and PPC campaign.

But all of a sudden, your visitor numbers are dropping off and you’re failing to register on the first page of a Google search for your top keyword.

What’s happened? Many business owners are asking themselves the same thing.

Mobile-first indexing

Google recently launched their mobile-first indexing, prioritising those websites which in turn prioritise their mobile customers. To ensure you don’t lose out to your competition, it’s vital you learn how to optimise your copy for mobile.

Here’s how to get mobile-optimised content:

1. Ensure your web design is responsive

That means it has both a desktop and a mobile version. This might be a matter for your web designer, but if you use WordPress, there are plenty of themes that embrace this.

2. Use short sentences and paragraphs

Imagine browsing a website on your smartphone and seeing a full screen of text. Are you going to read it? Unlikely.

White space is key so break up longer paragraphs into smaller chunks: 2-3 sentences, 26 words per sentence. It wouldn’t hurt to familiarise yourself with your Flesch readability score either.

3. Encourage scrolling

Mobile users have a tendency to scroll more, so long-form copy works to your advantage – but only if it’s of value.

Use this opportunity to give customers insight, advice, facts and sell the benefits of your service, breaking it up with good-quality images. You also have more chance to use a variety of keywords.

4. Have a purpose…and sell it

Just because you can get away with more copy, don’t lose sight of your mission: to sell. The benefits – as always – should be right up at the top.

However, you can spread calls to action throughout your content, so that readers can move on when they feel sufficiently persuaded.

5. Speed up your loading time

Any longer than 3 seconds to load and a customer loses interest, clicking away. Your bounce rate might increase but not your conversions.

You can improve your loading time by decluttering and keeping image and graphics sizes low yet still good quality.

6. Feature videos

43% of consumers want to see more video content online. Since Google owns YouTube, featuring videos is crucial to score highly.

You don’t necessarily need to produce these yourself, even sharing video content from YouTube will help.

7. Format, format, format

Bullet points, indents, lists, colours that emphasise key sections, bold, subheadings – all help to sustain interest.

8. Clean up your links

Google will penalise you for spam or broken links so ensure they’re all in good working order and include a mix of internal and external reputable pages.

9. Ensure your copy is polished

Writing concise content that speaks directly to your demographic telling them what they want to know is crucial. Otherwise, despite your best efforts, you’ll lose them before they click ‘buy’.

Long-form copy is a bonus of easy scrolling, but since mobile users bounce in a third of the time a desktop user does, your content must be spot on.

It’s also vital your mobile copy is proofed and error-free as mistakes will stand out a mile on a small screen.

Get mobile-optimised copy

Producing mobile optimised copy can be time-consuming. Where is the fold, do you have strong calls to action, is your content scannable?

Ready to get snag those mobile customers? Contact me today to discuss your mobile optimised copy needs.

Is your business ready for Christmas?

It might only be September, but this is the most important time of the year for most businesses.

Autumn is the time when everyone officially starts planning for Christmas and New Year. But before then there’s Halloween, Bonfire Night and Black Friday to get out of the way.

Thinking about your website and marketing strategy now is important. It will save you time and help spread your budget. Plus, the sooner your hire a copywriter, the more time you have to get it right, which means less stress.

Here are just a few things you might need to consider hiring a copywriter for over the next 4 months…

  1. Press releases

Is your business going all out for Halloween or are you looking to entice shoppers with an earlybird Christmas offer? Perhaps you’re running a completely different kind of Black Friday promotion this November? Whatever your activity, a press release can make sure it reaches a wider audience.

Local press loves covering topical stories, and a well-written press release could get you featured on local radio and in the regional magazines and newspapers. If you sell online, a good press release could get your business or product reviewed by bloggers and vloggers or picked up by specialist publications in your area.

  1. Promotional copy

Perhaps you’re running a special pre-holiday spa retreat for stressed out shoppers. Or you want to promote that stunning new range you’re getting in especially for Christmas. You could even have a special offer you want to give your most loyal customers.

Whether it’s leaflet or email copy you’re after, a copywriter can make your words all the more enticing.

  1. Brochure content

A new year, a new start. Many businesses want to showcase their new services, collections and events around Christmas when their traffic is at its peak. From product descriptions to welcome pages and featured items, having a copywriter craft the words for your new brochure or programme will give you a professional edge.

  1. Social media content

In the run up to the biggest shopping days of the year, having a presence on social media is a must. Many shoppers flock to a company’s Twitter and Facebook streams ahead of their physical outlets to see if they can get their hands on the latest products, competitions or time-limited discounts.

Your Twitter and Facebook accounts need to be on red alert right from October. A copywriter who is social media savvy can help compile content for your marketing strategy, making your online presence easier to manage.

  1. Web copy

If you have a website and offer any kind of service, chances are your traffic will be booming in the final months of the year. Or at least it should be.

Enticing your customers with seasonal messages and news, promotions, and well-written content is crucial to securing that all-important transaction. At the end of the day, if your content isn’t up-to-date, accurate and reassuring, your customer will have doubts about parting with their money. Think about overhauling your homepage or landing page copy and increasing your traffic with useful blog posts or strategically placed SEO articles.

September through December are the most important months of the year for almost all businesses. Start planning how you’re going to make the most of the holiday rush and hire a copywriter who can afford to spend the time crafting quality content that does the hard work for you. Contact me today for your free and informal consultation.