Marketing Strategy

How to Speed Up a WordPress Site

How to Speed Up a WordPress Site

By | Marketing Strategy

We live in a “want it now” age, where fast food and overnight delivery is part of the new normal.

Time is money and the more time people wait around (or don’t wait) for your site to load, the more your beneficial services don’t get the face time they deserve.

Time and people wait for nothing nowadays There is no time to waste and slow connections happen on many websites including WordPress. In fact, a one-second delay in your page loading can decrease customer conversions by seven percent.

So because good services don’t stand a chance against a slow website, we divvied up some advice to get your website up and running again for the masses.

WordPress Does What Now?

Before we dive into WordPress, let’s explain what it is. 

Do you remember when the internet came out and it was free and you had access to a bunch of information and tools, so much that you didn’t know what to do with it? Well, that is what WordPress is for website creation and customization.

For starters it’s free. Well, one version of it is, and we’ll explain that shortly. But the free part sounds good already, right? 

It is a website building tool that gives users the flexibility to change the site to fit their desired needs. User needs are fulfilled thanks to the popularity of WordPress as a content management system or CMS, which gives you the freedom to create, edit, and publish your content. 

WordPress is designed for everyone from big-name brands to small-time bloggers. There are two different versions of WordPress as we mentioned earlier. One is and the other is

The version is for the experienced web development user who wants to fully customize their site. This one is free and involves a high learning curve because users will need to be able to access development files, and file managers to keep documents organized as well.

The latter version provides many pre-customized themes, WordPress hosting, and additional functions to cater to the look and feel the user wants it to have. Overall this version works best for users who don’t want to stress over the fundamentals of web development.

Oh, and did we mention it’s free?

Finding the Fastest Host Provider

Great content is important but you can’t reach your clients if your hosting site is spiraling out of control.

It’s like when you’re at the grocery store heading to the check-out lines. You peek down the lanes to see which cashier is the quickest and head that way. Why? Because you want a fast and efficient service so you can get back to the things you enjoy. That is the same mindset your clients have, so make sure your site is up and ready to engage at full speed.

One way to speed up your WordPress site is by optimizing images on your site. How so? Using jpg and png to format your images.

Overcome Slow Image Upload for WordPress

Image compression is the main reason why there are two options for ways to save your images. This is compressing an image without losing quality. 

To come up with good impressions you need to know which file format to use. This will help you make the smart decision that not only speeds up your site but makes your images clear and vibrant.


JPG or jay-peg stands for Joint Photographic Experts Group. The JPG can conform to a smaller file size the PNG can. This is good news for your services site, because the smaller the file gets the faster the site loads. 

Because you control how small the file gets, it’s vital to ensure the quality doesn’t get compromised during the shrinking process. 

JPG brings out the best quality in photographs, different colored pictures, gradients, and textured files. The only downside is because JPG comes in smaller file sizes, unnecessary data can be deleted. Be sure to do a double-take when you save your next photo to increase your website velocity. 

Interested in other ways to boost your website’s impact? Check out our blog on the top website designs for the latest trends.

Here is an example of a JPG file vs a PNG from thrivethemes. Notice the difference?

PNG or ping stands for Portable Graphics Format. PNG is considered a lossless compression meaning all the data is kept in the file. This can be beneficial if you need to do further editing. 

PNG allows you to display a see-through background surrounding unique shaped objects, especially when dealing with complex images. PNG usually works well with linge drawing, text, sharp lines, and flat colors.

Here is an example of how a transparent file looks with PNG Vs. JPG.

It’s important to know the various images that PNG and JPG utilize best, as it will help you determine which one to use. When you make the right choice for file formats it prevents slow connection. Your business wants to avoid a slow connection because it increases bounce rates and lowers conversions.

 Make your job easier and choose a file format wisely.

Plugins for WordPress

Not only is WordPress able to speed up your site, but it also helps you get rid of plugins you don’t need anymore. Sometimes users find themselves with extra plugins and need guidance on only getting the ones that are helpful.

Why are plugins good for your WordPress site? These pieces of software not only allows you to personalize your computer programs, but they add functionality and new features to your WordPress site. The plugins can be beneficial for your business website by providing your audience with a good user experience using video, sound, and imagery.

How fast your WordPress site loads depends hugely on where the plugins are loaded. 

For instance if you log in to complete administrative tasks, it will not affect the speed of your site, but plugins added on the front end can put a damper in your site performance. 

In addition plugins that conduct background processes, including 404 monitoring and broken link check-ups can slow down website speed.

There is a silver lining to these slow plugins, and that is having cache plugins.

Cache Plugins to Increase Speed 

Some plugins that slow your site down are necessary to conduct essential processes like the ones mentioned above, making slow speed unavoidable. Cache plugins present relief in the midst of plugin overload.

Cache is an fusion of data that is temporarily stored on your computer, and can be accessed at your disposal. When information is requested computers go through multiple processes to retrieve the data since it is stored on a hard disk. Caching gets your business over the wait hump by utilizing the temporary storage file.

This helps your WordPress site to skip steps, like page generation every single time. It will make a copy of the initial process and use the cached version for additional users.

Long story short, cache speeds up your WordPress site by reducing the load on your hosting servers resulting in increased engagement and more time spent on your site.

Cache not only speeds up your site but it’s good for SEO too. See why on our blog about the 5 things to get on the first page of Google.


No Time To Waste

Don’t keep your clients waiting. Set your business website up for success by testing, learning, and taking advantage of all the perks that WordPress has to offer. People come to you looking for answers, so do them a favor and don’t make them wait.

Wayward Kind keeps human connections top of mind. We know how important an efficient and dependable website is for your business. Let’s bolt towards creating lasting results. 

I want to create fast and effective content.

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

Types of Infographics and How to Use Them

Four Types of Infographics and How to Use Them

By | Marketing Strategy, SEO

Disconnect is a common hurdle between consumers and businesses. There is a saturation of information online, that causes people to feel overwhelmed. We look through piles and piles of information with no solution in sight.

Have you ever looked for a service, and come across a seemingly great company, yet when you go to their website you find yourself lost in a flood of incomprehensible text?

We thought so.

There is a way to simplify information and make it easier to find what you need.

Problems can be solved and services simplified through imagery. Yes, pictures solve problems.

Pages with pictures and images get 94 percent more views than competitors that have text only on their webpages. 

But what do visuals have to do with your B2B business?

Visuals make your services appealing and understandable to your audience. These images are called infographics, and their goal is to simplify your audience’s journey.

4 Types of Infographics

Visuals are everything. Or at least a massive component of everything related to effective business marketing. 

Infographics provide digestible and easy to understand talking points on various topics. They are data visualizations that use charts, images, and limited text to keep your reader engaged. 

If you want to provide quick and straightforward information to your audience, then you’ll want to incorporate some infographics on your website. 

Let’s dive in.

Interactive Infographics

Interactive infographics are an eye-catching and shareable way to display data. They give your audience the option to see if your services are for them or if it best fits someone else they know. Now that’s feeding two needs with one deed.

Interactive infographics feature clickable images, illustrations, and widgets so your audience can learn valuable information about your services at their own pace. They’re also a great way to keep your audience engaged, and to tell a compelling story that’s filled with detail.

Let’s say you’re in the wellness industry and you are having a hard time showing your clients how your services can better their quality of life. Using interactive infographics can visually map your clients progress. They can pinpoint areas your clients want to improve in and click through your services to see how each one directly applies to their problems. This kind of infographic gives your clients the power to personalize your services to suit their needs. Results will follow.

Google Chrome does a great job at using interactive infographic that allows users to explore the growth of the world wide web. This infographic brought to life, what would have been dry and overwhelming content.

Using interactive infographics on your business page helps your audience have a more in-depth user experience. Your audience will feel empowered to learn in a way that serves them best. People connect better with visuals, so help your audience imagine a better life with your services.

Process Infographics

Do you have a complicated service? 

Let’s say you are a law firm and you win cases all the time. Your website has a long list of lawyer jargon that shows you win cases and you have the expertise to help potential clients. That is fine and dandy for others in your industry to understand what you do, but the majority of your audience doesn’t understand lawyer lingo. Your audience wants to win, but they also want to feel confident that they should trust you with their case.

How can you demonstrate that to them? Not to worry. Process infographics come into play and make both your audience’s and your life easier.

Your firm can break down the complexities of law processes for your audience using process infographics. These visuals will simplify case handling processes in human terms. Your audience will then understand how the law works and feel confident that you are more than qualified to take on their case.

Process infographics are specifically designed to simplify complex ideas and concepts through visuals. 

This kind of infographic is also referred to as a flow chart, which takes advantage of the short attention span of the modern human. There are many types of process infographics available, but here is an overview of the three most effective ones. 

Circle Process Infographics

If you are a learning institute a circle process infographic would be a great illustration to show undergraduates, transfer or master’s students. This will effectively outline the steps necessary to flourish doing school and graduate on time. Below are other ways circle process infographics can be useful.

  • Assist people with visualizing steps to take and the order to execute them in
  • Support repetitive learning processes that track improvements
  • Guide your audience toward visualizing their final goal

Venngage does a great job of breaking down the complexities of product designs below.

3D Infographics

3D infographics can be applied in many different industries. This would be a great visual to use in the mental health industry. You can create a 3D infographic of the brain and feature 3D elements that show how trauma and depression affect brain activity. Your readers can observe how powerful negative events are on the brain. 3D infographics will breathe new life into an otherwise uneasy subject matter. Here are some other perks of 3D infographics.

  • Designed for multiple outcomes
  • Goes into greater detail through realistic images
  • Creates clarity and memorable imagery

Pyramid Infographics

Pyramid Infographics work well for companies that handle digital marketing strategies or consulting services. You can show your clients a simplistic way to their goals. 

Although it may be a lengthy journey, having a visual like the pyramid infographic will make your prospective clients’ objectives seem easily obtainable. Here are some other ways to apply pyramid infographics:

  • Contain a straightforward process to reach objectives
  • Simple yet effective
  • Can use colors to showcase critical stages

Color schemes are essential when using process infographics as they can hurt or compliment your brand messaging. You want to create a visual that is appealing and relays a concise message.

If you want to learn more about colors and their impact on websites, check out our blog on design website trends.

Comparison Infographics

Comparison infographics allow your audience to look at services side by side and identify essential elements quickly. They work great for your business by highlighting what makes your services unique and more useful than your competitors.

Here’s an example of a comparison infographic that shows the distinction between Do-It-Yourself (DIY) marketing, and hiring a digital marketing agency.

Comparison Infographic

Comparison infographics showcase the results of your services by sharing before and after visuals from clients. These provide your audience with credible images to make them confident that your services will work for them.

Any business with visible results can use a comparison infographic to showcase previous work to potential clients. These comparison charts can effectively demonstrate the results you bring to the table. People love to see before and after pictures because they show progression and help them envision themselves with a new brand image.

When you are creating a comparison infographic, ensure your messaging is consistent throughout the chart. It wouldn’t be useful to compare your consulting services to a financial services company because they are separate industries and messages to different audiences with unique needs.

Include the most important information in your comparison charts and don’t stray away from your core messaging. The goal is to create clear and organized information; anything more than what is necessary creates a messy and confusing visual frenzy for your audience.

Timeline Infographics

Timeline infographics combine extensive time periods and events into little nuggets of enjoyment. This infographic should take your audience on a captivating journey through your business history, milestones, and even your bio.

People invest in companies they trust. A financial services business can display their stability and expertise by including a timeline infographic on their webpage. This allows your audience to independently scroll through milestones and historical moments in your company’s history. The timeline infographic will assist them in trusting your company of all their banking needs.

It is essential to focus on the overall objective when creating your timeline. Start by creating an outline of events in chronological order. It can include a brief context of what you’d like to cover, add compelling images, and short pieces of text. 

Venngage does a great job of using brief statements that include dates and illustrations below.

Timeline infographics help with your content marketing by laying out what your services can do for your audience in a certain amount of time. These visuals spike their interest and, if used consistently, can aid in expanding your audience reach. 

Here are three layout formats you can try for your next timeline infographic:


  • Suitable for short timelines such as milestones
  • A staple 


  • Useful when including a lot of key points, and limited text
  • Space efficient 


  • Most popular and symmetrical
  • Flexible if additional information needs to be added, layouts are important 

Unforgettable Images

The purpose of using infographics is to turn drab content into exciting tidbits for your audience. These visual elements should always reflect your brand and be clear and straightforward. Remember, you want to create an infographic that highlights why your services are better than the next businesses. Show your clients you care by creating educational and interactive solutions.

At Wayward Kind, we are all about creating messaging that mirrors your authenticity and resonates with your audience. Let’s create images they won’t forget now.

I want to create memorable imagery.

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

Copywriting for services that sell

Copywriting For Services. Here’s how it’s done.

By | Content Development, Marketing Strategy

Copywriting is more than just fluff on a page to make a product sound nice. It’s when you create content that persuades and informs your reader through an in-depth and straightforward description of services in less than 1200 words or less; Give or take.

Copywriting for services is not an easy task as it strives to gain your attention, which we know is fleeting and breakdown sometimes complex services into words they can understand.

How is Selling Services Different from Selling Products?

Services Take Work

Let’s start with services. Now the textbook definition will tell you services are intangible, and here are a few other aspects of service.

  • They are built on trust and relationships
  • Typically don’t come in bulk
  • Can’t take a service back

Services require watering the grass. People tend to buy from someone who is credible or, who reflects the same values and beliefs they do, mainly because we love what is familiar.

To sell a service, you must take on your audience’s fears and make them feel comforted in their decision to come to you. No one person is the same, so, the service you provide may fluctuate depending on your audience. What works for Molly may need to be tweaked to fit the needs of Amy.

That ties into effectively gauging your audience. You aren’t here to appeal to everyone, but you are writing to a specific group of people. Be sure to use a universal language, and not jargon that your viewers won’t relate to. When you’re in an industry that is more diverse it can be a little tricky.

Some tips to conquering a diverse audience are to always keep it simple, avoid offensive language and comments, and focus on benefits more than demographics. Being an open-minded copywriter helps your content come across as genuine and understanding.

Be versatile and let that shine through in your copy. This will allow both types of audiences to know the services they want is readily available.

There typically is no refund line for a service, and the resell value is non-existent. Services are presented to your audience as is, and it’s challenging to redo that same service the second time around. This means that you need to be prepared to satisfy their needs from the very beginning.

When copywriting for services, understanding your audience, and marketing copy with care will make your services priceless. People will wait in long lines, sign up for email newsletters, and follow your social platforms, just to stay informed on what you have to offer. 

Why? Because you have what they want and show that to them constantly. Give them takeaways.

Nobody likes people selling to them, who don’t know why they are doing it. More than likely your audience expects you to know what they want before they look for it, so guide them to your services using your expertise, and that starts with a strong copy.

Be Mindful of Placement

Let’s move on to positioning. Making sure that you angle your copy correctly will help you to navigate the curvy pain points of your audience. How can you do that?

Start by seeing how you can be of service to your audience. Let that consume you and then get to writing. Your copy needs to be diligent and consistent while giving the minds of your audience a happy experience.

Another way to be mindful of placement is using descriptive and scannable copy will allow them to quickly pinpoint the benefits and drive that item into their cart.

Different Ways to Use Copy

Blogs Create Community

Blogs are pieces of copy where you can share your opinions on different subjects with others. These forms of copy can be used to sell services, but there are a few things you need to establish first. 

Write about something you’re passionate about, that not only lets your audience connect to your writing but it allows your content to be exciting. Your audience will likely be reading your copy because they share the same ideas or want to learn something different. Produce valuable content that is informative and flows so well they have to share it.

Establish who your audience is, and begin writing about something you love, and you will become a trusted expert in your industry. This is the perfect time to sell services in your copy. 

When selling services write copy that is relevant to the subjects in your blog posts. You don’t want to sell kitchenware if you are writing about fashion and makeup on your blogs. It just doesn’t make sense! Let your personality shine through your writing and the audience will do the rest.

Video Builds Trust

Video marketing is becoming one of the most sought out forms of delivering content and selling services. In fact, over half the people in the world 55 percent watch videos online every day.

Why is that? Because humans are visual beings and watching someone talk is far more interesting than reading words on a page. Start your videos with purpose and lead to a clear objective. 

Including copy in your video that will allow you to amuse and inform them. Strive to be the most informed person in your field. You can do this by creating several different videos on the same topic and putting them in a playlist. This will be easily accessible, build trust, and make you credible among your audience. 

When you sell services, show them how you can help them instead of talking about it. One way to do that is by creating “how-to” videos that reveal benefits. People love visual guidance and of course some social proof. So get some testimonials together and showcase your helpful talents to your audience 

Service Pages Lead to Value

The hint is in the name. This is the page where you show your audience what you can do for them, how awesome you are at your job, and that you are the answer to their problems.

Use that elevator speech you’ve been practicing for months now, and personalize your message to make your possibly diverse audience feel valued. This means uncovering your unique audience’s different needs. Your copy to sell services has to unhinge them from their pain points in a way that resonates with them.

For instance, if you are a gym, you’ll cater to athletes, who need little or no guidance, the elderly, and the newcomer who has never stepped foot in a gym, and needs assurance this is the right choice for them. Being detail-driven in your copy and not overloading information will strengthen your audience’s belief that your services are right for them. This covers all your bases and makes sure everyone feels comfortable and cared for.

Don’t Get Spammed

Emails are meant to be short and sweet, so it’s essential to create content that engages and guides them to something right away. This starts with a catchy headline. You won’t get far if your email doesn’t get opened, so get creative with your headline

Get personal. Most of the time your audience is feeling the same frustrations as you. Letting them know you have problems too helps personalize the email and make it interesting. Remember emails give you a short amount of time to create a conversation that sells. 

What else can you utilize in emails to sell services? Give them takeaways. 

What will they remember when they leave your site? Will it be the service, the copy, or the prices?

Clarify it. If the copy is too wordy, your audience will lose interest and leave the page before they get to the good stuff. Go for short and punchy but don’t shout, use your inside voice.

Be conclusive. Don’t leave your audience confused. Utilize the last portion to reiterate the benefit and, of course, have a fantastic call to action. Let your copy sell your service for you.

Still unsure how to make your emails stand out? Read our blog on email marketing best practices for more insight.

Create Solutions They Crave

Whether it’s your website, email, blog, or other forms of copy your content needs to be simple. Audiences can explore your services more in-depth when it’s simplistic. Simplicity means less clutter and more facts.

Give them takeaways. 

What will they remember when they leave your site? Will it be the service, the copy, or the prices?

Clarify it. If the copy is too wordy, your audience will lose interest and leave the page before they get to the good stuff. Go for short and punchy but don’t shout, use your inside voice.

Be conclusive. Don’t leave your audience confused. Utilize the last portion to reiterate the benefit and, of course, have a fantastic call to action. Let your copy sell your service for you.

Looks matter, especially with website layouts. You don’t want to have amazing content and a lackluster website. Check out our blog on the top website designs for 2020 to see how you can revamp your website so your copy can shine bright.

Be The Expert

Your audience is looking for someone who has all the answers to their questions. You can show them you have the service designed for them through your copy. To establish expertise without giving everything away takes patience and lots of teases. 

Keeping your audience on their toes, but still engaged takes skill. To keep them engaged, start by learning your writing style. Study how you can incorporate that into your service pages. Copywriting is a way to connect with the audience using their jargon and writing style.

Educate yourself on your services. You can not go into greater detail and entice the reader, knowing the bare minimum. Becoming an expert helps you highlight the benefit to the audience in a unique way, which is essential when copywriting for services.

In a Nutshell

Write with a sense of urgency. Be passionate and focus on the benefits. When you can uncover a need through copy, the audience doesn’t need a sales pitch because your writing confirmed how your service could enrich their lives.

Wayward Kind is consistent in our mission to write compelling and meaningful copy for humans by humans. Let’s uncover your audience’s needs together.  Tap in with us here.

We can help you master your digital marketing strategy with content marketing & copywriting tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

Five things to do in 2020 to get on the first page of Google

5 Things to Do in 2020 to Get on the First Page of Google

By | Marketing Strategy

Now more than ever, people are finding themselves with more time to rest, read, and reevaluate the services that they actually need or want. 

Think about the last time you were looking to find a new gym. Where’s the first place you looked?

If you were thinking “Google,” you’re not alone.

In fact, 81 percent of people perform some method of online research before making a large purchase.

So what does this mean for your businesses?

It means that your audience can, and does, extensive research on services before selecting the business. When your audience is looking at your website, they’re comparing it to your competitors’.

Taking that statistic into consideration, businesses can use this opportunity to increase their visibility among their audience by following a few simple steps including using search engine optimization.

Search engine optimization, or SEO, is a huge component of how consumer behavior has and continues to evolve. SEO isn’t just about rankings—it’s about attracting the right target audience to your website.

Here Are the Five Things to Do in 2020 to Get on the First Page of Google 

1.  Use Long-Tail Keywords

What are long-tail keywords?

Long-tail keywords are specific keyword phrases that your audience uses when they surf the net on search engines like Google.

Yes, they are longer than the keywords people generally use, but that’s not where they get their name.

search demand curveSource:

When we think of keywords and search volume statistics on a graph, there are popular keywords and the not so popular ones. The long-tail keywords fall under the keywords that aren’t used consistently and tend to fall along the long-tail side of a graph.

Chasing the long-tail keyword phrases can successfully target your audience.

Not only are long-tail keywords easier to keep tabs on, but they are less competitive than short-tail keywords, which allows them to be more suitable for your audience to find the service or items they want.

For example:

If someone is looking for a bed and they search for a king-size bed, they will get a large number of results that sometimes can be overwhelming. On the flip side, a person who searches “modern, wood, king-size bed”  will get results that are narrowed down to a few specifics, ultimately getting them closer to purchasing that huge and in-style bed they want.

While long-tail keywords have less search volume, they provide massive value to you if your business wants to rank because they’re less competitive and provide more targeted results; Which is a long way to say that using long-tail keywords can lead to higher conversion rates.

Not only are long-tail keywords how your audience searches for information but once you master them, you can find it easier to rank among more popular search terms, helping you to dominate the competition.

Want a deeper look?

Take a look at our blog on long-tail keywords for a more in-depth exploration of their meaning and advantages.

2. Make Content That Attracts

Everyone loves fresh content—Google included!

One way to do that is by updating your older and most relevant blog posts instead of spending time on making new content that doesn’t compel your audience to engage.

Updating old content doesn’t mean you have to start from scratch, as even adding a fresh image or video with a few new paragraphs can revamp that old blog. When updating old content, try to avoid changing the subheadings and blog structure because you’ll want to keep the content that is already ranking, well, ranking. The additional value that you’re adding to this content will make the post evergreen.

Changing the date doesn’t hurt either, as that can trigger your audience into thinking it’s information newly uncovered on the world wide web.

Content that is high quality will help you stand out from the competition because it’ll highlight what makes you different and how your services are more valuable. One of the ways this can be done is by writing in a conversational tone so your audience can actually understand what you’re talking about and trust you while interacting with your website.

Give your audience something worth sharing by producing content that is informative, funny, and insightful. Great content propels your audience into user-friendly experiences that exceed their expectations.

3. User Experience is Vital

User Experience, or UX, is about people. The idea behind it is to improve the overall experience of the users when they interact with your website. Ask yourself questions like:

  • Is your website easy to navigate? 
  • Is it mobile friendly? 
  • Does it load fast? 
  • Does your webpage have a call to action?

Your audience expects your homepage to feature clear and easy navigation. One of the ways to excel at UX is by focusing on what’s important on your site and making sure your site reflects this so you can expedite the search experience. Having a concise site that solves your audience’s needs shows them that you know what they want.

Another part of user experience is webpage loading time—a.k.a. page speed. Have you ever been on a website that took forever to load? It’s frustrating for users. It’s also a big deal for Google. Page speed is considered a ranking factor among Google experts, which means easy accessibility and load time should be important to not just to your users, but to you as well.

The last thing you want your audience to do is to leave your site out of frustration. Your audience does not have time to wait, and a site taking forever to load can be the deciding factor in them selecting your services or going elsewhere. 

Remember, part of your job is to guide your audience to the benefits of your services. While on that journey, ensuring that their interactions are easy can lead to customer retention, recommendations, and satisfaction. 

4. Use Backlinks

Backlinks are essential to SEO because they help build your website’s domain authority and are one of Google’s most powerful ranking signals. If used correctly, backlinks can help you rank in results at a higher level.

One of the ways you can use a backlink is by connecting hyperlinks from other sites to yours, allowing you to build trust with your audience through the quality content you outsource them to. Connecting hyperlinks is significant because the backlinks then allow your audience to discover new pages and additional content.

Two easy link building strategies with concise strategies are niche directories and unlinked brand mentions. Look for mentions of your business on published sites that do not provide a link back to your website, and request a connection. 

A really helpful tool to make your unlinked mention search easier is Google Alerts. You can track your name or business name so when a web page mentions your name, you’ll receive an email. Did we mention it’s free too? The more links you have from external sites, the better you look in Google’s eyes.

These backlinks give you credibility by helping users find extra information easier, and they allow you to find out how to make the information on your site relevant to your audience.

5. Schema markup

Users want value just as much as content. The content is what they’re looking for, and having a stable schema will help Google to see its usefulness.

So what’s schema markup? Schema markup is a code that tells search engines what your data means. It makes it easier for Google to crawl, organize, and display your content. 

Not only do schemas provide you with the best search results possible, but adding them to your HTML will allow your content to be read more effectively by search engine crawlers. 

Schemas assist in producing rich snippets, which is additional information between the URL and descriptions, to provide more informative results for users through search engines. 

For instance, if you are a law firm you can display on SERP (Search Engine Results Pages) your reviews, price range, and availability in between your URL and meta description. If you are using WordPress, you can add schema plugins so you don’t have to mess around with any codes.  

Get The Results You Want

Keep in mind that there’s no one size fits all decision when it comes to SEO. There is no quick solution for getting on the first page of Google. It takes work, effort, and time. 

Focusing on these five elements is beneficial to audience guidance and traffic growth. Your website should incorporate all of these things to be effective and useful. UX won’t prove successful if your site doesn’t give your audience what they are even looking for. 

Results don’t happen overnight, so be consistent and creative. Do quality research to come out on top.

If you want more tips like this, make sure you connect with us, because we love creative, meaningful content.

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

How Facebook Affects Business

How Facebook Affects Business

By | Marketing Strategy

We all know someone who’s spent way too much money online. 

One minute you’re looking at a pair of shoes on your laptop, the next you switch to your phone to check your Facebook messages and are hit with an ad of those same shoes. Before you know it, you’ve entered in your credit card information and are deciding between express and standard delivery.

Sound familiar? 

Well, that is one sign of effective online marketing. 

What if we told you that Facebook can affect service-based businesses, too?

According to Bizjournals, smartphone users check their Facebook 13.8 times, on average, a day.

Beyond the birthday reminders and interesting posts from old friends, Facebook has a number of tools that affect the way that B2B businesses can do business. And now that we are not physically available to conduct business, social platforms like Facebook allow us to show how creative we can become when marketing and advertising our services online.

Facebook Marketing: A Tool for Growing Business

Sometimes posting on social media can feel a lot like throwing spaghetti to the wall to see if one will stick. But tools like Facebook’s Page Insights, can help you figure out what kind of content your audience enjoys beyond the “like” button.

Your Page Insights are like a magic 8 ball: If you’re wondering, “am I posting the right kind of content?,” they’ll tell you how many people saw your post, and if they interacted with it in any way. In addition to these details, your Page Insights will also show you your reach, the number of clicks your last five posts received, and the actions taken on your Business page. 

Your Facebook Business Page’s reach is the number of people who saw or received your content, and is presented as a graph. When compared to the engagement on each piece of content, you can start to analyze why a post received low engagement: was it just not seen, or does it need more TLC?

This is a great way to get a big picture look at how your Facebook page is working for you, and where you have opportunities for growth.

Understanding Your Audience Insights

Audience Insights is another powerful tool that breaks down your audience demographics and behaviors. Not only do Audience Insights show you these details for your own Facebook Page, but they also show you these details from your competitors’ pages. These details mean you can find out the gender, purchase activity, and overall interest of your potential customers within minutes, giving you a better understanding about who you’re reaching and how you can best add value to their lives.

The Audience Insights tool is crucial for small businesses, especially those who are temporarily away from their usual brick and mortar location, because social media will likely be the first interaction you have with many prospective clients.

In addition to making sure you’re reaching the people that you want to reach, your Audience Insights can also show you when they’re online. Knowing when your audience is online is vital to timing your posts.

For example, if you notice your target audience is rarely active Tuesday nights but overindulges on Sundays, then you know that Sundays are the best day to post new content to your Facebook page.

Using Facebook’s powerful analytics not only gears you toward success in content marketing but also shows your audience that you care about their needs.

Now that you get the gist of the insights that Facebook offers, we can dive deeper into how to make sure you’re taking the right steps on your Facebook page.

Go The Extra Mile

Once you’ve set your Facebook business page up for success and applied all the necessary touches to look official, it’s time to put in some work. 

Social media gives small business owners the opportunity to reach new people. This means that when some people visit your Facebook page, it may be the first time they’re hearing about you. Take this time to let them get to know you. 

One way you can do this is by keeping your content posting consistent. Consistency in the number and quality of your posts allows you to become a dependable resource for your audience. It can also increase your shares and help you grow your audience.

Speaking of sharing: strategic sharing of your posts (using the data from your Insights) can be used to promote your business. You can also invite existing clients to like and follow your page, since they already know and see the value in the work that you do.

Another option to encourage engagement on your page is to feed people’s freebie-and-money-saving sides. Offer a discount for liking for your page, or sharing a specific piece of content. 

Engagement Creates Connections

Aside from incentives, people also love engagement. As a business owner, you know how important word of mouth referrals are, so use this opportunity to create posts that are so compelling your audience wants to share them with everyone they know. 

Facebook’s algorithm is designed to strengthen the value of people’s time spent on their site, which means that Facebook favors posts and pages that people interact with. Plus, a big part of social media is being social! Engage and connect as much as you can.

Did you know you can also engage with other businesses on Facebook? Not only does it increase your network but it also makes your business appear friendly, which can make a difference in a decision-making process.

So, feel free to like and share posts from other businesses.

Cultivate Results You Can See

Facebook has proven to be a powerhouse for business growth, meaningful connections, and integrating businesses within online communities. Using this social media platform correctly is great for both generating and nurturing leads.

Wayward Kind’s approach to digital marketing is based on having conversations that actually matter. We show B2B business owners how to create meaningful content, and use it to build a community. Let’s tackle content marketing together.

I want to grow my business.

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

Why Content Strategy is important; especially in times of crisis

Why Content Strategy is Important (Especially in Times of Crisis!)

By | Marketing Strategy

When you hear about content strategy and content marketing, one of the first things mentioned is usually “want to generate more leads?” or  “get more eyeballs on your services?” 

Numbers are great and all, but they are not more important than people. People are the reason why and numbers are just a product of that.

Let’s Dig Deeper

A big part of content strategy that is often lost when compared to conversion rates and data is its ability to help businesses, especially small businesses, nurture their existing clients. They end up missing the big picture by getting caught up in short term results. 

Clients Need Love Too

Nourish the relationships you have with your current clients. You can do this by staying engaged with them on social platforms. Show your clients you are listening and this will build trust and loyalty.

Consistently provide information that is useful and usable. You are there to solve their problems and by doing so regularly you increase your advantage as a leader in your industry. Clients will keep coming back because they know you provide services that are geared towards their success.

Current clients are essential to the foundation of your business and making sure they know that should always be top of mind. 

Don’t ruin a good thing, because we all know it’s always easier to sell to someone who’s already bought from you.

All Eyes on You

It’s a given: Companies need to be communicating and building trust with their clients. These tools are even more true when in times of crisis. 

Clients are watching you more than you think, and take notice of the steps you take to ensure your business does well, and that their customer experience remains as flourishing as it has always been.

One way that you can continue to enrich their experience is by establishing an open line of communication or simply posting a social media update. Small efforts can create a sense of calmness and resolve to get them through the ups and downs.

You want to let your clients know that even though we are apart we are in this together. 

So What Is Content Strategy?

Well, it’s easier to start with its goal, which is to create meaningful, engaging, and sustainable content that is both of these points below.

Be true to your business voice

Your business voice remains present whether intentional or not. 

Because it is such a valuable asset, you want to study and reconstruct your brand mission statement over and over again. It is a core pillar to how you want to be perceived by your audience and ultimately to how they will see you.

Figure out a plan that will bring your vision to life and consistently act on that promise. Your messaging, headlines, and visuals play a crucial part in connecting to your target audience and allows your brand personality to authentically stand out. Fun fact: People crave businesses that are resilient in their brand purpose and identity. 

So give the people what they want. Realness.

Remember your audience

A huge part of the content strategy lies in your business core values and in understanding your audience. So put the work in, and get to know your clients personally. One way you can do this is by using your content and messaging to create impact. Providing a personal touch helps you create brand loyalty and directly link your services to their needs.

A great content strategy not only makes your audience feel supported but in times of crisis, it can minimize panic and maximize support. Show them you have their best interest at heart by navigating how you develop and deliver your content.

The Breakdown

Let’s be clear, content is any piece of text or visual that comes from your business. This can be anything from social media posts and email newsletters to physical content like mailers and pamphlets.

Since there are so many types of copy sent to existing and prospective clients every day, it’s essential to make sure you grab their attention and keep it.

What separates basic content from great content is having originality, captivating headlines, and actionable copy. Avoid the fluff and focus on delivering straight to the point information for your audience. 

Show Them Better Than You Can Tell Them

Being authentic to your business’s core values is indispensable to consumers and shows them you care more about how you can enhance their quality of life than lining your pockets.

Not to sound like a broken record, but your business has the opportunity to focus on deepening your relationships with your clients. And if you don’t take control of this narrative, someone else will.

At Wayward Kind we specialize in human relationships and changing the narrative around vigilant and in-depth service. How can we help you take control?

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

How to develop a blog content strategy

How to Develop a Blog Content Strategy That Works

By | Marketing Strategy

In a time when misinformation causes panic and fear, it’s important to make sure you’re offering your audience information that is credible and beneficial.

As a small business owner, your online presence and messaging need to reach your target audience at the right time. It is critical now, more than ever, to approach your messaging with a plan. 

One way to put this into action is by writing blogs and developing efficient blog content strategies, which can pull data, cultivate ideas, and provide value to your audience.

Behind every great business lies pieces of information that connect to your audience. Below, we’ve outlined the top 3 steps to creating a blog content strategy that works to your advantage.

Step #1: Your Audience

It doesn’t matter how great your content is if it’s not reaching the right people.

It’s crucial to reach the right audience so you know what tone to use, and how you can get and keep them engaged. Delivering content that is aware and gives your audience the answers they need will create impactful content that attracts a loyal audience. 

One way to do this is by finding out what your target audience is trying to accomplish. For example, a person trying to find out how to retire should be looking for ways to save money, not reading about the best retirement destinations.

Center your blog around your audience, and the content you provide should give your audience what they are looking for. Show your reader you care by giving them what they need before they realize it. 

One way you can improve your perceptiveness is by doing thorough research on your target audience. They want to feel like they can trust that you will have the answers they need when they’re experiencing issues. Showing your audience that you understand them, and are an expert in your field, will establish your website as the first place they can look for a valid solution.

Part of understanding your audience is understanding what they’re seeing when they’re searching for services like yours—perception plays a huge part in finding out what your audience wants.

Put yourself in their shoes, and do a quick Google search to see what your competitors are talking about. Researching helps you form an idea of how competitors are missing the mark in your industry. 

Seize this opportunity to fill in the conversational gaps by providing solutions to problems no one thought to talk about. People love it when you solve problems they didn’t even know they had. From there, you can start gathering information and ideas on how to separate yourself from the competition. 

Now let’s move on to getting your content organized.

Step #2: Editorial Calendar

What’s an editorial calendar?

An editorial calendar is a publishing schedule that allows you to plan your content ahead of time. Use these calendars for blog posts, emails, and other publications or marketing events that you need to keep track of.

Using editorial calendars for daily, weekly, and monthly duties allows you and your team to stay focused and meet deadlines. They’re visual reminders of the course you need to take to keep your messaging consistent with your goals.

Planning and writing blog content can be nerve-wracking, but having a calendar gives you more than just control—it allows you to be flexible when planning out your content. For example, if a new project comes out of the blue, your editorial calendar can be adjusted to invite space for new ideas and fresh content into the mix, without losing track of your other content ideas.

A consistent posting schedule is just one component that goes into increased search visibility, yet is powerful when done right.

When using an editorial calendar, you can strategize your content by researching which blogs or keywords drive to your site with specific tools.

Create content that consistently gets your audience from point A to point B, without having to push out blogs every day. If you have valuable content, push away, so your audience is one step closer to their wants.

Having an editorial calendar saves you time by keeping you organized and not getting overwhelmed by multiple projects and posts. Being organized can empower you to produce high-quality content, which allows for more leads from your audience and, ultimately, conversions.

Step #3: Blog Layout

Blog layout organizes your messaging, which leads to a journey of clarity for your reader.

Layouts help you learn more about your audience and how they like to receive information, leading to you becoming a trusted resource in your field. For example, if your audience prefers quick, straightforward information, add more videos on your blog post to keep them engaged. If your audience prefers more lengthy, information-packed blogs, then you know you can add a couple more paragraphs with factual details that cater to their preferences.

Here are three elements to consider when setting up your blog layout:

  • Font & Images
  • Descriptive subheadings
  • Accessibility on all devices

Using bold font or larger images in your blog makes essential things stand out. Bullet points, headers, and the call to action are words that should be intensified so your reader can stay engaged and take action.

Descriptive subheadings give your readers a summary of the content they are going to read. Subheadings help add engagement to your readers’ experience through scannable tidbits that encourage them to read the whole section. A good subheading will have concise and persuasive information that draws the reader to learn more or take action. 

Accessibility is important to your blog layout because it gives the reader a chance to view your content from anywhere. Share accessibility allows your readers to share your content with ease, helping you gain traffic to your site.

Blog layout is not the solution to the problem but one less hurdle you give your audience making it a vital part of a successful blog content strategy.

Step 4: Blog Research

Part of having a good content marketing strategy is doing keyword research.

Keyword research helps you understand your audience and the type of content they are looking for, and what they’re trying to avoid. Research helps you pinpoint pieces of content that will be effective in increasing traffic on your website.

Most people do not read online content; instead, they scan over it. Learning how your audience soaks up information online helps you provide swift solutions, allowing your reader to find what they need in an instant.

BOOM. Challenge solved.

Well, at least one part of the challenge. Research leads to problem-solving and showing your audience you have a personalized solution to their needs. 

People love to feel listened to and enjoy personalized content. Doing research shows that you care, and delivering results based on their interest and influences, shows your readers you resonate with them because you are putting in the work first.

Wrap Up

People seek information on how to improve regularly. Your blog should get them to grow and learn. Making sure you have a blog content strategy that is focused on your audience’s needs is essential and builds value. Value builds trust. Trust leads to loyalty, and before you know it, you’re building deeper connections with your clients.

Share your blogs on social networks to see what works and what doesn’t. Be the brand your audience remembers helped and guided them in a time of need.

Stay consistent to drive connections that matter. 

Wayward Kind is tremendously good at helping people grow authentic and influential foundations with their clients. Let’s grow your foundation.

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

Social Media Brands of 2020

Best Brands on Social Media in 2020

By | Marketing Strategy

Brands of all sizes and industries rely on social media to connect with their audience. The truth? A lot of them are doing it wrong.

Wondering where to start?

The main goal of social media is to build authentic relationships with your audience. In order to do that, your brand voice needs to be just as authentic. 

You need a solid understanding of your audience, what they are feeling, what they like, dislike, and so forth. Above all that, you need to know how your brand can provide them value.

Sometimes, it’s as simple as a swap of your service for their dollars. Other times, it’s a bit more complicated.

The brands that win on social media have a stellar understanding of audience needs while consistently personalizing interactions with the viewer through relatable tweets,hashtags and participation in social movements.

5 Companies that are Nailing Brand Marketing

Wendy’s does more than make burgers

Your audience craves engagement and one way to give them what they want is by making them laugh. Laughter is not only the best medicine but it is a great way to connect with your audience and bring them back for more of what makes them feel good.

A great example of humor done right is Wendy’s. This fast food joint is continually edgy and humorous in making a name for their brand. They love a good roast or rap battle, and people love to watch them banter with the other fast food guys. You want content that makes your audience laugh and, of course, hit that share button.

Humor draws people from all walks of life to your brand. It allows people to feel connected. Make sure you have humor that comes naturally and isn’t forced, and please keep it simple. There is no need to be lengthy or dark with it.

Not only is humor useful and engaging, but it makes people feel good. Experts say it reduces stress and improves memory. So let yourself be remembered and give your audience a good laugh.

IHOP is full of surprises

IHOP rediscovered their brand and put themselves back on the map by maximizing their presence on social media through Twitter.

Twitter is the place to go to bring awareness to your brand. One of the best things about Twitter is the viewers never miss a beat. There are updates every hour on the hour, which means you can utilize it in real-time.

Remember when IHOP announced they were changing their name to IHOB on Twitter? Their fans and non-fans went crazy. People were retweeting, sharing, and wildly engaging with “IHOB’s” content. It was everything IHOP wanted and more.

People respond to content that is conversational, and this gives room for brands like IHOP to communicate the fact that yes, they serve pancakes but hey, if you want a burger and fries, we have that too.

Adidas isn’t just a shoe company

Adidas has excelled in recognizing the why behind their brand and how it fits into the feelings and activities that are relevant right now. One of the ways they do that is by incorporating pop culture into their brand marketing.

Pop culture is where it’s at. Everyone desires to be in the know, and appealing to what your audience is interested in only helps keep your hype going.

Pop culture is trendy and connects to the mass media through hashtags and retweets.

For instance, Adidas came out with the signature campaign of the “change is a team sport” motto, which inspires people to come together and wear iconic sportswear while on the road to achieving change.

Now when someone uploads a selfie of themselves in Adidas apparel, you think, wow, they believe in unity and togetherness because it’s reflective of the brand statement. That reconveys the spirit of authenticity that brands seek to aspire in their audience.

Dettol rethinks handwashing

If you don’t live under a rock, you know TikTok is the newest social media platform taking people by storm. Dettol, a household cleaning product company, was smart to hop on the lip-syncing world of TikTok, especially during a time when people are emphasizing the importance of washing your hands.

TikTok allows people to be authentically themselves and opens doors for brands to utilize the app to reach a wider audience.

The handwash challenge which started on TikTok broke records, and of course, Dettol became the leading soap in bringing awareness to the importance of keeping our hands clean and being trendy while you do it.

Amid social distancing, Dettol used TikTok to give consumers a fun way to help flatten the curve of COVID-19. 

The #handwashing challenge got nearly 9-billion views in four days. 

That statistic screams success and is a great example of a brand that knows their audience and exactly what they need.

Talkspace Leads with Convenience 

Talkspace gets the importance of perception and what being connected means to people right now. Many people may be struggling with cabin fever, anxiety, and financial hardships, and now they can talk to someone about it without even leaving their homes.

Talkspace has built its brand around being virtual, which alleviates fear of judgement and encourages people to create a safe place anywhere, through a text or video chat.

They maximize their impact on social media platforms by using their IG stories for mental health advice and Q&As. You can’t afford to waste time or money with content that is not aiming to better your audience’s overall quality of life.

Always remember the WHY behind your business

As a business that strives to make their audience feel something, it’s important to think about the major takeaways you want your target audience to feel when they think about you. Put this into action by bringing your messaging and benefits full circle, focusing more on your “why” than “what.” Why is your business here for them?

People can spot a fraud a mile away, and there is nothing they like more than authenticity. Truly living your brand values will guide your messaging in coming from a place of understanding, consistently. There’s power in your ability to provide value, and remain steady in upholding your core values.

Wayward kind is a digital marketing agency focused on having digital conversations that matter. Want to highlight your strengths and create meaningful content? Let’s Chat.

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

Dissecting website design trends and their importance in an innovative, digital world

Top Website Design Trends for 2020

By | Marketing Strategy

Having a captivating website design is good for business and is a huge component to how your audience perceives your brand.

As the digital world continues to evolve, businesses have to consistently revamp their website designs.

Why is that?

Well, website design plays an intricate role in your audience’s decision to stay put or go to a competitor’s page. This decision includes whether your website appears outdated or suitable to their needs. Your audience wants to feel like you know what they’re looking for—in the shortest amount of time possible.

75% of users make judgments about a company’s credibility based on their visual design alone.

How can you make sure your website design makes a good first impression?

Let’s take a look at three website design trends and why they are so impactful in 2020. Listen close, so you don’t get left in the past.

Website Design Trend #1: Fluid Backgrounds

Being innovative in your website design puts you in the driver’s seat to guide your audience toward a specific service or action. Being creative in your design can trigger an action or emotion from your audience. Fluid designs are a combination of innovation and creativity.

These forward-thinking layouts work by calling on organic shapes, and feel very natural. The shapes found in fluid design often work well for businesses that are looking to visually represent authenticity, innovation, and originality.

Using fluid design on a website can create connections for your audience; these visuals often resemble objects or places that your audience is already familiar with, and relates those feelings to your business. For example, a shape inspired by a lake will be rounded with curves. Placing this shape on your homepage will inspire similar feelings of subdued calmness and openness.

Check out the homepage below to see these organic shapes in action:

Not only do the organic shapes fill in the blank space on the site, but they also do so in a way that isn’t overwhelming to the eye—colors are partly to thank for this. We’ll get into colors and how they play a big role in web design in just a bit.

Fluid designs are also great for mobile responsiveness, which means that these designs can easily adjust to different screens and browsers, and look good no matter what type of device your audience is using to browse the web. Its flexibility makes fluidity one of the leaders in this year’s top website design trends.

Website Design Trend #2: Asymmetrical Designs

Asymmetrical layouts silently guide the eyes across the page toward the content and imagery you want them to see. 

These broken grid designs, as seen above, really grab the user’s attention pushing the boundaries of balance, as opposed to the simple mirroring effect that many web pages follow. 

Broken grid designs defy the norm by creating a contrast between the right and left side of the homepage. The left side contains more content, while the right side adds a contrasting visual element. This layout purposely disrupts the harmony of the page yet still is appealing to the user’s experience.

Asymmetrical designs create a futuristic and visually appealing website that differs from the simplistic symmetrical layouts they are used to seeing. They present information in an unconventional way, allowing your audience to look at your content and services from a different perspective.

Check out Wayward Kinds 

Website Design Trend # 3: Retro Design Aesthetic

Remember how fluidity works well because it draws from familiar shapes? Well, people are loving the retro aesthetic for the same reason.

While retro design may remind you of your childhood, there’s something to be said about the power of nostalgia. And this design trend pays homage to a much simpler time.

So yes, retro design is back. But that doesn’t mean it’s old and outdated.

One modern approach to retro design is typography: big, bold lettering and thick cursive words.

Colors also play a big part in the retro design aesthetic. Greens and yellows, like the ones above, may remind you of your mom’s favorite sofa slipcover as they were also popular colors in the 1970s and 1980s. 

Want to hop on this design trend without having your brand look like it’s outdated? Focus on typography and color.

One important thing to note is that these top 2020 trends are just that: they’re what’s popular right now. Incorporating these trends into your website design can give you that updated look, but website design trends may look different next year. When selecting your website design, it’s crucial to focus on your brand messaging—if you choose a retro design, make sure that it’s authentic and relevant to your audience, no matter what era we’re in.

Why Color Matters

Your website’s color palette sets the tone for the emotion that your audience will be feeling when viewing your website.

Color psychology is a big part of selecting brand colors: ever wonder why a lot of fast food restaurants use reds and yellows in their visual identity and restaurants? These are lively colors that are also often associated with rushing. Reds and yellows can subconsciously encourage patrons to eat quicker!

While B2B businesses have a wider color palette to choose from, specific industries often use similar colors.

For example, spas and wellness-focused businesses see success from calmer colors, like light blues, greens, and purples, because these shades encourage feelings of relaxation and calmness.

Your business’s color scheme depends largely on your goals and established messaging. If you want to be seen as a refined business, you may go with a darker scheme that’s often interpreted as elegant and sophisticated. 

Let’s Trendset Together

The ultimate goals of website design are to keep leads on your website, and to make it easy for them to get all the information they need to make the move to work with your business.

While structure is a big part of guiding your audience’s attention down the page, there are a lot of subtle ways to encourage your target audience to click that call to action button, and have a little fun, too.

Become a game-changer in a world where your audience is always looking for the next best service.

Wayward Kind is a digital marketing agency focused on designing innovative websites that are true to B2B business’s core values. Want some guidance in taking the road less traveled? Connect with us to start pushing the boundaries in your industry today.

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

How to create high converting landing pages

How To Create Landing Pages That Convert

By | Marketing Strategy

The struggle of transiting to digital for everything is so real these days, especially when it’s become more of a necessity than an option. For businesses, this is an opportunity to make yourself known to prospective clients and stand out among competitors.

There are guidelines you can practice to ensure that clients choose your service over a competitor. One of those guidelines is having a strong and captivating landing page.

Pave the path for prospective clients

Landing pages are great for guiding your target audience where you want them to go, whether that’s toward a special offer or a free consultation. Their purpose is to guide prospective clients towards an action.

As the first step in getting your prospective clients closer to what they’re looking for, landing pages provide a variety of solutions, from providing clients with the information they need on why or how they should make the move with your service, or a landing page can even serve as an extension of your brand and mission.

In a nutshell, landing pages are the simplest way to collect leads for your business, as their role is mainly to convert—which means that the goal is to get a prospective client that’s visiting the page to click exactly where you want them to click.

These clicks can be obtained by using copy and design that captures attention as well as builds trust, and action-oriented call-to-actions that point your audience in the right direction. As a lead generation tool, the landing page works to draw in your target audience and convert them.

Now let’s get into what exactly to put on your landing page to inspire action.

The 5 elements of a high converting landing page 

Above the fold hero text that demands attention

Hero Images and text—also known as above the fold content—combine to give your site’s visitors their very first impression of your business. As the leading message that people first see when they come to your page, successful landing pages often feature an impactful belief statement or an attention grabber that piques interest. 

Viewers tend to relate more to sayings and phrasing that evokes emotion and that gratify their needs. Try to dig a little deeper to find out how to draw them in through text to be a driving force in high conversion.

This hero section is the first step towards your audience connecting the dots between what they are looking for, and knowing they’ve found it. Using this section above the fold to create awareness about what you’re offering, its purpose, and even showing how it can be used are a great use of this prime real estate. 

Videos that help convert

Experts at the Harvard Business Review say that you have less than eight seconds to capture someone’s attention by showing them how you cater to their needs. You can give them a lot of information in a small amount of time, and also give them the freedom to obtain simplified information that they can easily share with a click of a button.

Humans are visual creatures by nature so applying something captivating will leave a good first impression. And what better way to do than with 2020’s biggest content trend?

Video is a major turning point for increasing conversion and for building trust, as prospective clients can see that there’s actually a person behind this offer.

And…in the United States alone online video content is viewed by 85% of internet users per month. So the opportunity to convert is there. You just have to seize it.

Videos create a great opportunity to show your audience how your services work, without a huge block of text. This can be done through a quick 30-second walk-through or even with a client testimonial where viewers can actually see how you’ve impacted your clients’ lives for the better. 

Whether you want your page visitors to sign up for your email newsletter or to leave their contact information for a consultation, the primary goal of your landing page is to guide your viewer toward your goal. Video that is short yet engaging steers them closer to that goal.

Want to learn more about how you can use short-form video? Check out 3 different ways here.

Images that make sense

Since attention spans are quickly fleeting, it is important to use images as intentionally as possible.

Pictures, like videos, need to make a lasting impression in a short amount of time. Images are a quick way to make your audience feel something and can transform your landing page from words on a screen to an experience. Now that golden nugget is an essential tool on how to create a landing page that converts.

Not only can pictures say a lot, but they can make you feel a lot too. Emotion-evoking images cause action and that is an ingredient for success.

Take You & Yours Distillery in downtown San Diego as an example. They describe themselves as a relaxing yet elevating place that exudes the perfect ambiance people for almost any occasion. Of course, they highlight how “Instagram worthy” they are, which is a selling point for their specific target audience to grow their social media exposure. But without a visual, these statements are just statements.

You & Yours, like many other businesses, use creative imagery and ambiance to increase conversion. Using imagery to create an environment allows their target audience to feel “all the feels” without actually being present (which is a great tool for event spaces!). Other ways that businesses can use pictures to convert are by showing your services in action, collecting client photos, or by even just incorporating visuals like arrows onto the page.

Service descriptions that are client-friendly

Regardless of your industry, your prospective clients love to feel valued and seen. What better way to show them that you understand than to talk about your services in a way that they can understand? Case studies such as testimonials or reviews if used right can be stress relievers that heighten your target audience’s experience and trust, leading them one step closer to engagement with you.

People know what they want, so reading through endless and irrelevant information makes them frustrated and eventually they leave your site for your competitors.

One way to do that is through bullet points and lists, which highlight important information in an easily digestible manner.

Call to Actions (CTAs) that actually incite action

The objective lies in combining all the above and the call to action to obtain a high conversion landing page. Your CTA button is a link to the next part of your marketing strategy. It will lead to them enrolling in a service, signing up for a live chat, or leaving their email addresses so you can get back with them.

Clicking the call to action button allows the audience to take advantage of the situation using the keywords, talking points, and images that have been presented to them. It is literally the map that shows the audience what happens next.

Below is an example of a great CTA from a tool that the Wayward Kind team highly recommends:

This call to action is easy on the eyes, as everyone loves free stuff. Not only does Hotjar emphasize the free aspect of their offer but they underline exactly what they are appealing to, so you can use it to understand your audience. It’s efficient, simple, and to the point.

Solving problems before they happen

A big part of creating a landing page that converts and solves problems is to start by addressing those problems. These problems, often called “pain points” are just as diverse as your audience. Addressing the pain point and creating viable solutions will allow you to be always ahead of the competition. 

Purposeful content drives results

Using these five elements is essential when it comes to creating a landing page that converts. It’s not an easy task but one that when done right, can move mountains for both you and your business.

Your prospective clients are looking for a service that solves all their pain points, which means that they’re willing to put in the time to research and compare services from your business with your competitors’. Help make their decision easy by giving them the information they need to feel empowered to make a decision that they trust.

Landing pages are the first steps to the end of the rainbow and Wayward Kind is here to support you in making that journey smooth. Let’s create meaningful content that leads to conversion. 

Still have questions about landing pages, or creating content that improves lead generation? Let’s chat.

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!