Below are Snippets Concerning Design & Site Values
It Takes Initiative
Most people who design for WordPress buy a theme that is pre-designed and then modify it. Doing this is modifying, not designing. Rather like buying a design that looks like a Van Gogh and then modifying it.
The primary reasons for doing this are: "designers" who do this do not know how to create their designs in WordPress on their own, and they do not know how to create the page structure so they use another pre-created "wire frame" design structure which is also in need of modification as well.
We do neither. We buy no pre-designed themes nor any wire frame page structures at all... never have. We create each page uniquely and originally. And we design right in WordPress itself. We do not design in Photoshop, Illustrator or InDesign first and then translate it into WordPress. We start in WordPress and end there. We certainly do use those three programs a lot, but, our page design does not originate there at all.
This is actually identical to how an oil painting (or water color) artists does their work: right on the canvas or paper to start and end with.
Bounce Rates and Time On Site
Fixing This is Not Easy
The "bounce rate" is the measure of whether or not a visitor went anywhere else on your website in addition to the start-off page currently being viewed... which is usually your home page.
And time on site is what it says: the total time spent on your website.
Needless to day, high bounce rates and low total on-site times on site are not good. But these two indicators are very much related to what your site is for or what it is intended to do. If it is a "brochure" website, then it is much like a printed brochure: you must have it, but, few people do much more than to scan it and look to see if you are real or not.
Our design work is focused on providing as much visual interest and colorful impact as possible. This website is a full-on example of just that. Those two things go a long way to inviting visitors to look around and stay a while. That is why, if it is our choice, we create all pages/posts uniquely and very colorfully. Merely echoing the home page colors and page structure is not interesting. So we make everything unique.
There is lot more to this, but we're writing a Blog Entry to cover the topic more thoroughly.
Copy writing Is a Challenge
Here is who'all you write copy for: Google (search engines), potential buyers, to fit with the design (many design elements require snippets), customers, sales and selling, AND... your eighth grade English composition teacher.
When writing for viewers then short easy flowing and highly readable dejargonized copy is vital - this is a direct response to bounce rates and time on site considerations. When writing for Google then long text with key words in headings 1...6 and surviving SEO editing and copy specific to the intended key words is vital. Ugh!
When adding some website design modules for screen actions and all sorts of effects, then, the copy is snippets and has to fit in the space available for the design module to accept... whatever that module requires.
When writing for customers and customer-prospects, then, you have to adopt very helpful and sales oriented copy. You want to sell your products.
Each of the above goals often conflicts with the others.
So, here is our suggested order of priorities:
- Write to enhance lowered bounce rates - if people are not staying on your site then all the other considerations really pale.
- Write to enhance visitor usefulness and enhance your products' differentiation and sales.
- Write unique cop[y for snippet-needs of design effects - this is in addition to the above. These snippets are specialized text that is only to fit with design elements which offer motion, attention grabbing, colorful arrivals and departures, and the like.
- Write to enhance SEO results. This is not a top priority for most websites (oddly enough!)
- Retain Visitors and Sell More - that is really your goal...!
Is there a formula for these conflicting goals? Well, at the end of the day, your sales and selling is your prime focus.
SEO's Value is Contextual
The Meaning and Value of SEO Is Highly Contextual
Sorry that this is not simple. But, the entire topic really depends on the situation or the context. For instance: are you a B2B (Business-to-Business) or B2C (Business-to-Consumer) company? That alone makes a huge difference.
If B2C then are you selling a common commodity product or is your product unique and new and unusual? The reason for this consideration is what sets the requirement to have to EXPLAIN yourself or not.
Keep this in mind: if your product is unique and new then SEO will not help much at all as what commonly used keyword search terms/phrases can lead someone to something they did not know existed beforehand? And even if it does, will they READ and LEARN about your explanation? (Answer is "No").
SEO delivers viewers who already know what they are looking for. If your product is unique and new AND you have to explain yourself then SEO will fail you utterly...
If you are B2B then SEO "may" be helpful or not. Best to ensure that the commonly used part number is in your text for that product... not your private SKU but the market place's part number or SKU.
If you have to explain yourself then you have a far more receptive audience who will read your brief explanations because those are precisely what sells you to them.
So, if you think page one is vital, then go with Adwords (Pay Per Click Ads on Google/Bing). You need a budget for this and an Adwords consultant who knows this SEM marketing really well.
If you are a B2C company, try this:
This is easy to do on your own. List all the keywords you think people would use to find you. Then do a Google search for each of those keywords and take note of who is on page one.
If page one is dominated by: Walmart, Amazon, Wayfair, CVS, Eckerd, Target, KMart, and the like. Then drop fussing with SEO for that product as you will NOT bump those guys off of page one. You can fuss with "long tail" keywords but you will find that those guys know about that too. They each have a room full of SEO experts who do nothing but keep them on page one and all that is outside your budget.
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We create print and web catalogs, brochure websites, eCommerce, Learning Management sites & videos. We can make your website productive for you by being useful to your clients and prospects.