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Why Your Business Needs a Website In 2022

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Understanding the Reasons Your Business Needs a Website in 2022

Many small businesses understand the importance of having and maintaining a web presence through a dedicated website. Unfortunately, not all companies acknowledge the necessity of a website or content optimization services in Canada.

When developing a business plan in the modern era, it needs to contain a digital strategy, including a website. The digital era and the contemporary consumer demand some level of conformity to the times. If you want your business to have the reach and influence of your competitors, web development is vital. There are at least five reasons you should focus on web design and development if you haven’t already.

1. Customer Expectations

Customers expect businesses to have a functional and attractive website. They need web pages to be adaptive and conform to their chosen devices. Therefore, it is common sense for most businesses to ensure their websites and pages are mobile-friendly.

Many consumers will search for local businesses while out and about, meaning their smartphone is the closest device. If your pages do not meet the expectations of mobile design, the consumer will likely move on to one of your competitors.

2. Service Credibility

An active and adaptive website improves a business’s or brand’s credibility. If a customer goes to a static website with little design effort and minimal menus, information, and displays, they might think it is not trustworthy.

A robust website that includes interactive menus, videos, and vibrant menus and allows consumers to access the information they need easily and quickly is better for your business. When a website is professionally executed, it carries weight and exudes confidence. Consumers can feel the difference. They are more willing to interact with and spend money on a design that proves more capable and thought out.

3. Offer and Service Platform

While you need to worry about how the consumer will interact with your web pages, you also must remember that your website is a tool to sell your service or products. The home page should provide a space or showcase for you to highlight product or service features and benefits.

You want to take time to inform your customers, but you also want to inform them using as few words as possible. The modern consumer is all about instant gratification, so give them information but quickly.

4. Improved Accessibility

A website will provide greater access to a broader pool of consumers. Much of the accessibility stems from the 24/7 availability of your website and critical points of your business, including sales. A website increases your hours of operation without increasing your overhead with employees and overtime. A functional website should allow consumers to essentially serve themselves by making purchases or filling out contact forms, etc.

5. Communication and Rapid Solutions

A well-designed website will also allow a business to improve communication with customers. A company can use FAQs to help reduce the call volume to customer service centers, and they can include contact forms to organize customers’ questions and needs. Essentially, a website will result in more efficient communication between consumers and businesses, and it has the potential to reduce waiting times for consumers.

From web to product content optimization, modern business requires a digital presence. However, the change is not something to fret about. Creating a website and functional web pages has the potential to improve workflows and the overall efficiency of the company. Additionally, digitization can improve consumer-corporate relations, allowing for rapid response times and access to information. Is your company ready to embrace the digital age with effective web design and strategy? If so, contact Unwired Web Solutions to discuss what its team of qualified marketing and digital strategy professionals can do for your business.

Writing Effective Meta Descriptions for Products

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When you hire content optimization services in Canada, you can request assistance with meta descriptions, a critical part of any listing on a search engine results page. Of course, you may wonder why you should go through the trouble, as most of them are auto-generated if left alone. Is it worth the effort of creating your own? You may be surprised by how much it affects your marketing campaign.

What Is a Meta Description?

You’ve seen meta descriptions before, but you may not have known it at the time. Meta descriptions are the handy paragraphs underneath links on SERPs. They describe what the page is about and help searchers find the right website to answer their questions.

As we mentioned, search engines automatically generate meta descriptions, but you also have the option to write them. Depending on the quality, Google may rewrite them to better serve the user experience. However, meta descriptions optimized with keywords are less likely to get rewritten, so it’s in your best interest to at least try creating your own.

It’s important to note that the meta description isn’t part of your web pages’ visible content but part of the metadata that works behind the scenes. As a result, you must access the HTML markup to change it. This process is relatively easy in most content management systems.

Why Are Well-Written Meta Descriptions Important?

Meta descriptions are a great place to flex your SEO muscles. Optimized descriptions appeal to internet searchers, who are the more likely to click on the associated link. The more clicks a link gets, the higher it ranks on SERPs. The higher it ranks on SERPs, the more clicks it’s likely to get, and so on. Basically, a well-written meta description is a way to jump into a high-ranking feedback loop.

How Can Content Optimization Services in Canada Help You Create Effective Meta Descriptions?

While there are meta description generators out there, professionals find that organic text is more effective. In fact, creating a unique description with strong branding can significantly impact how many people click your link. Of course, if you write a description the old-fashioned way, you have to keep a few things in mind.

First, make sure you stay within the character limit. Google only shows the first 160 characters of a meta description, including spaces. That means you have a tiny window to state your case.

Second, don’t stuff your description with keywords. While utilizing keywords is crucial for product content optimization, treating the meta description as a list of buzzwords won’t do you any favours. Searchers want to know what your webpage is about, and a description packed with keywords won’t tell them that.

Instead, only use one or two keywords as naturally as possible. This approach strikes a balance between appealing to search engine algorithms and providing value to consumers.

Third, prompt searchers to act with clear directions. Termed “calls to action,” these statements use active verbs such as the following:

  • Learn
  • Discover
  • Explore
  • Find
  • Buy

Which you use depends on the content of the webpage. For example, if the link leads to a blog, you’ll want to focus on words related to learning. In contrast, web pages listing products for sale should use terms related to shopping.

Finally, keep the consumer’s intent in mind. What is the user hoping to find by searching these terms? Try to present your webpage as the answer to searchers’ hypothetical questions.

Optimizing meta descriptions on your own is feasible when you’re a startup, but as your business grows, so will your website. Maintaining dozens of web pages takes time away from other essential operations. Fortunately, Unwired Web Solutions can help you strike a balance with our content optimization services. For more information, give us a call or reach out online.

The KPIs That You Should Always Be Tracking

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KPI tracking refers to the methods and tools that can be used to monitor the performance metrics of a website. KPI stands for “key performance indicator.” Measuring KPI’s involves collecting specific data and converting it into useful metrics. These metrics can then be reported and measured in easily readable charts and dashboards.

Determining KPI’s is a vital step for both new companies and those that have been in the marketplace for a long time. To help ensure successful growth after KPI’s are established certain steps may be needed, including product content optimization, social media management, or content optimization services in Canada.

KPI’s show the situation of a company at that point in time. It can help outline any problems or roughness and helps to lay out the steps that can be taken to eliminate them. Areas and subjects in which the company is successful are highlighted, and the methods that work can then be repeated.

Set Goals

In order for KPI’s to work, businesses first need to set goals for themselves. These goals should be as realistic and selective as possible, and it should be clear in which area growth is most important in the digital market. For example, it could be the number of visitors to the site, the amount of interaction they give, or even the number of incoming emails. Setting these targets will depend entirely on the owners’ goals and the product or services they are selling.

KPI’s are specifically for the digital marketing field to determine the ratios of different digital metrics to each other. Some determined KPI’s however, should be specific to channels used. 

For example, social media tools and the conditions under which visitors interact with these channels may be different compared to how visitors interact on a website. Google Analytics is a great web analysis tool that can help you to understand the behaviour of your users entering your website. It can allow you to create custom dashboards to separate all of your different goals.

Each social media channel has built-in analytics that can help you with your KPI’s. There are also a number of reliable social media metric trackers that can help monitor your numbers over a specific period of time. 

Which Ones To Monitor?

One of the main problems with KPI’s is choosing from the thousands that are possible. If you choose the wrong one, you may be measuring something that doesn’t align with your goals. So how should you go about selecting the correct KPIs for your organization?

Your business may have many moving parts that are integral to its operations and performance, but it’s impossible to track everything going on. Many of these measures are simply not important enough to follow, and monitoring too many could create unnecessary work that ultimately will not be useful.

Instead, you will want to choose one or two metrics for each of your objectives that can be most helpful in achieving them. In many cases, multiple metrics could apply, but only a couple of them will be impactful enough to improve the performance of your business. 

Indicators of Performance

Once you have chosen your metrics, you will want to ensure that they meet the criteria for a good KPI. Your KPI’s should be accurate indicators of performance and have some additional characteristics that could signal their effectiveness. Ask yourself these questions about each KPI you may be considering:

  • Does this KPI connect to our objective?
  • Is it simple to understand and define?
  • Can it be easily quantified?
  • Can it be measured in a timely manner?
  • Will it still be relevant in the future

While KPI’s are an essential tool in measuring progress, they will only be helpful if done accurately and in a timely manner. Having an analyst responsible for collecting the data could be essential depending on the size of your business. An analyst should be able to analyze the results, put the data in context, and explain the performance. Our team at Unwired Web Solutions have the tools and experience needed to deliver the metrics that can help your business succeed. 

Top 5 KPIs To Track On Social Media 2

Social Media KPI’s

What good is social media if you are not reaching your customers? But how do you know if your customers are responding to your posts, or if your posts are prompting a purchase? KPIs for social media can help you determine if your social media presence is doing its job. 

There are specific KPI’s that should be measured across social media channels.

Impressions – this is the number of times that your post showed up in someone’s timeline or feed. However, this may not necessarily mean that the person who saw the post noticed it or even read it.

Follower count – this is the number of followers that your social channel has.

Audience growth rate – the growth rate demonstrates how your follower count is changing over time. You always want to make sure you are gaining followers, not losing them.

Reach – this measures how many people have seen your posts since it went live. This is a great metric to give you an idea of what your audience finds valuable and interesting. To calculate, divide your post views by total followers and times it by 100. This will give you your post reach percentage.

Likes– this is the number of times followers interacted with a social post by clicking the like button.

Comments – this tracks the number of times your followers commented on your posts.

Engagement rate – this metric helps to divide all the engagement a post receives, including likes, saves, comments, and favourites, by the total number of followers on your social channel. It helps to show how engaging your piece of content was. Add your likes, comments, and shares together and divide by your followers to find this metric. Then times by 100 to get your average engagement rate percentage.

Click-through rate – this is the percentage of people who viewed your post and clicked on your call to action. This metric can help provide insight into whether your content captures your audience’s attention and gets them to act. Get this calculation by dividing your total clicks by total impressions and times in by 100. This will give you your click-through rate percentage.

Conversion rate – conversion metrics show how effective your social media strategy is and whether it’s leading to sales, getting people to subscribe to a mailing list, visit a website or landing page, or other actionable outcomes. A high conversion rate shows that your social media marketing has delivered something valuable to your audience. To calculate it, divide your conversions by total clicks and times by 100. This will give you your conversion rate percentage.

Email Campaigns 

If you run email campaigns as part of your marketing strategy, you will also want to track these. Many of the KPI’s for social media are the same for email campaigns. You will want to look at open rates, which are the metrics that will tell you how many people open your email. When looking at these metrics, it is important to note your email subject line to tell you if it is or is not an effective strategy. A catchy email subject line can make or break an email campaign. 

You will also want to note your conversion rate and click-through rate the same as in social media. Bounce rate is also important to note for email campaigns as it will tell you how many people clicked on a link but then quickly left that page without taking any action. You want these numbers to be low as it signals that your content isn’t all that engaging or you have not provided an adequate user experience.

Don’t Put If Off

Many people put off measuring their KPI’s because they don’t know where to start or they think they may do it wrong. It’s not unusual for businesses to go off course as a result of using the wrong measures, but the sooner you uncover your mistakes, the better. At Unwired Web Solutions, our team of marketing experts can help to find the KPIs for your business and help with tracking. If your metrics show low numbers, you may need to rethink your marketing strategy, such as social media engagement changes or content rewrites. Contact us today for content optimization services in Canada or help with your social media marketing!

Why Product Content Optimization is Needed

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When it comes to selling your products online, the eCommerce industry has developed high standards. Whether you’re selling through a Google shopping product listing ad, an Instagram ad, or another site, you always need to provide accurate and up-to-date content. Making the most out of your revenue potential means your product data needs to be complete and informative as possible.

Product content optimization is anything that improves the product attributes in a feed to ensure you are producing high-end content for your sales channels. It not only helps drive SEO, but it also helps to build trust in your brand. Your content is unlikely to be found by your audience without content marketing optimization. Search engines, people, and potential customers can only find you when you rank well on search engine results pages.

Why Is It So Important?

In eCommerce, your business will be competing against product listings from thousands of different online merchants, and each sales channel only accepts products that meet the basic feed requirements. So, choosing not to optimize your product content means possibly missing out on thousands of sales.

Content optimization is part of every successful content marketing strategy. When you get your optimization right, your whole marketing function will be successful. Content optimization involves ensuring that the content is technically built, so it reaches the largest audience possible. Optimization means including relevant keywords, meta and title tags, links, headers and subheaders, calls to action, image sizes, and many other factors.

Consistency in product content is vital to a business brand. For example, suppose you display one set of information in a Facebook ad and an entirely different set on your phone website. In that case, you are guaranteed to gain a bad reputation and lose potential sales. Your content across all channels should be consistent, correct, and accurate, improving the overall shopping experience.

Feed Management Tool

Sometimes algorithms and requirements for optimization change, so it is important to be able to change all of your product listings easily. In some cases, it may be possible to carry out manual optimization of product content without help. However, for those who have many listings, a feed management tool may be helpful. This software can let you apply changes and alterations to hundreds or thousands of products all at once. 

For content optimization services in Canada, contact Unwired Web Solutions. Our experts can help to ensure your content marketing strategy is up to date, including your product listings. We understand the importance of optimization for products and ensure you are not leaving any sales behind. For more information on product content optimization, contact our team today!