B2B content business story

Linkedin Newsletter, read the original issue


Welcome to our 2nd issue! With summer weekends just around the corner, I am going to keep this issue light and informative.

If you’ve been following The Business Storyteller’s IG, I’ve been sharing free tools that can help you optimize your website. What I liked about these tools is that they don’t require tech knowledge, anyone can work them.

Here are my favorite two out of the five I shared:

1- With this link, you could test whether each page on your website is mobile-friendly or not. This is a free service by Google and my favorite part about it is that it explains what’s wrong in simple non-tech terms (i.e text is small; clickable elements too close together).

2- Microsoft Clarityis designed to show how visitors interact with your website. One of its key features is a heatmap where you can see activity clusters on a given page, which is a step further than Google Analytics where you can see the traffic the entire page attracts.

My second favorite feature is viewing recordings of different user visits where you can see how they scrolled back and forth, which part they invested the most time reading, and content they skipped or scrolled past.

There are a lot more tools, but these two allow you to mold your content to effectively communicate your business story.

Before my five tips on how to optimize your website, I busted common marketing and consumer behavior myths, Click on the image below to read a summarized take on the topic (If you haven’t noticed yet, I’m plugging in the value of following Business Storyteller’s IG account!)

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Going back to website optimization, an article by The Manifestexplains how to communicate your strength as a business through your website design and functionality.

Key takes from the article:

1- Interactive content is king, add puzzles, quizzes, or calculators to your website. hashtagJumiadid exactly that for its birthday, there’s currently a cake game and a wheel of fortune on its app.

2-Keep design elements and animation minimal.

3- Minimize forms, I shared a rant about that on Linkedin last week. To further illustrate, the article highlights hashtagExpedia as an example. The company experienced a $12 million hike in its profits after removing the company name field from its form.

4- Highlight social proof, aka reviews.

According to the article, Nearly 95% of consumers distrust websites with poor design. While the source of the stat isn’t clear, given consumer psychology trends it seems true.

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DM me directly, click on the image to request a call, or book a consultation

What about website content?

I always tell my clients there is no neutral content. Every piece of content you produce under your brand’s name either strengthens its image or subtracts from it.

To get you started, here are eight tips on creating conversion-focused content without investing a lot of time in the process.

Takes from the article:

1- You should have one goal for your post. Whether it’s to illustrate how effective your services are, the different problems your products solve, build traffic, or attract subscribers, each article should have one purpose.

You can always create other posts to cater to different goals.

2- If no one is searching for what you are writing, it doesn’t matter how good it is. That’s why before you begin writing any article you need to do some keyword search.

3- List your points, write without thinking too much, then structure your piece to move across a leaner storyline.

4- Tune your tone of voice by pretending to be talking (not writing) to one of your clients.

11 website copywriting tips to increase conversions in 2022

In addition to the above tips, check out this great feature by HubSpot that shows you how to generate conversion-focused content.

Takes from the post:

1- Complicated terms kill your chances. A study by SEMrush, a content marketing SaaS platform, analyzed 23,561 pieces of text and saw that the lower 41% of all text used complex terms and were too long.

2- Write how you speak, this—as mentioned above—allows you to tune your voice to your brand’s personality, and more importantly, makes your content more relatable.

3- Pay attention to microcopy, such as form labels, captions under images, footnotes..etc. They are easy to skip over but have a strong impact on the website’s user experience (UX).

Before we move on from website content, check out Holistic SEO’s, an SEO-focused agency, explanation of Google Author Rank.

The article discusses how Google identifies the original author of each content piece and how it ranks it based on authorship. This post is too rich to point out specific takes, I strongly recommend investing the time to read it carefully.

What to read?

  1. A CEO guide for avoiding the ten traps that derail digital transformations
  2. 10 Ways to Improve Your LinkedIn Page in 2022
  3. Is it time to rebrand your business?
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