If you're having trouble generating relevant site traffic that will convert into paying custumers, then you should very much consider using infographics as part of your content marketing efforts. With a huge number of tweets and videos being uploaded to social media every day, getting your content noticed can be a difficult task, so what you need is something that will stand out and grab the attention of your target audience - something like an infographic.

Infographics are a way to visually represent information and data and make these things easy to comprehend. Rather than displaying a page full of written information, infographics break down that information into an image-based format, making it easier for the user to digest.

It's been scientifically proven that the human brain loves infographics. Your brain can process information very quickly when it's illustrated using an image - certainly a lot faster than when you're reading through lines and lines of plain text. And infographics aren't just great at displaying data; they're also a great way of gaining natural links. A well-designed, well-targeted infographic will be shared all over social media and on relevant websites. This is the type of link building that can earn big rewards from Google in the form of improved SERP rankings.

If you're thinking about incorporating the use of infographics into your digital marketing strategy, here's how you can ensure that your infographics will stand out from the crowd and provide you with plenty of engagements and conversions:

Keep it Simple!

The reason why infographics are so beneficial is because they display info and data that is easy for the user to consume. Therefore, it's extremely important that you create an infographic that is both visually appealing and easily digestible. If there is too much going on with your graphic, then the person viewing it will lose focus and they will not be able to understand the message you're trying convey.  Stick to one style, limit the number of colours and fonts, and ensure that there are clear visual connections between the various sections of your graphic. Above all, aim to keep things simple and clear.

Make it Stand Out!

Your infographic needs to stand out from the crowd - there are plenty of infographics out there, and consumers are unlikely to engage with it if it's similar to the hundreds of others they've already seen. Your graphic needs a design that will grab the user's attention and stand out from the rest; in other words, it needs to pack a punch. As with a news article or blog post, if your infographic's headline doesn't provoke the consumer's attention then they're probably not going to interact with it. If your graphic isn't unique and attractive, consumers and other websites are less likely to share it. Remember that the main purpose of an infographic is to display information and data that is easily digestible in a way that will attract the target audience's attention.

Be Relevant!

The infographics that are most likely to drive conversions are ones that appeal to the target audience's needs and concerns. One mistake that many people make is creating an infographic that aims to be universally popular rather than targeting a specific audience with specific interests. Your infographic should be interesting for your target audience, rather than for the whole world. Figure out what content your audience shared the most and drove the most traffic recently, and then you'll be able to come up with a topic that will interest your audience and gain conversions.

Make Sure it's Easy to Share!

An infographic works best when it's being shared across social media platforms (like Twitter or Facebook) and other websites. Of course, this can't happen unless you make it easy for people to share it. Once you've created your graphic and posted it to your site, you should share it across your social media accounts and make sure you're using a social sharing widget to allow readers to easily share it on their own accounts (this will help your infographic to reach people outside your own follower base). We also recommend that you make the graphics HTML code easily accessible so that other websites can display the graphic whilst linking back to your original post. This is an excellent way to build high-quality, mutually beneficial links - the website sharing your graphic will benefit from hosting your engaging content, and you'll benefit from the inbound link.

If you take all if these points into consideration, you should be able to create an infographic that is engaging and will result in a healthy number of conversions for your business.

Need help with your content creation or social media strategies? Whether you need us to create an infographic or an entire website for your company, we at Designer Websites are more than up to the task - contact us now to request a quotation!

We are repeatedly reminded of how important it is to enhance our online presence with engaging content, but what use is a great infographic or a highly informative blog tutorial, if no one clicks through in the first place?

A great headline can make all the difference when it comes to engaging your audience, so it’s important to get this right in order to give your painstakingly thought-out content the best chance at success. Of course, no two pieces are the same, and no ‘one-size’ approach will always be suitable, which is why we’ve put together a list of various techniques to keep you inspired.

No matter who you’re targeting, or what the piece aims to achieve, the correct use of the following techniques can massively increase the engagement rate on your content, making the hours you’ve spent creating it worthwhile:

Write With Authority 

If you’re able to generate a sense of knowledge and authority surrounding your piece, then potential readers will be more likely to regard this as a useful source of information, and consider it a worthwhile read.
Examples:
‘The Essential Guide to ______’
‘The Best Way to _________’
‘Everything You Need to Know About _______’

Take Advantage of Title Generator Tools

If you’re a stuck for ideas, or you simply want to shake things up a little, then title generator tools can be a great way to create unusual, striking and thought-provoking headlines. Used in reverse, these tools can also make a great writing prompt if you have a subject of interest or keyword that you would like to target, but aren’t feeling particularly inspired.

Target Your Intended Reader 

If your piece is targeted towards a specific audience or readership, then why not make this obvious in the title? Engaging with related communities and influencers is, as we all know, a vital element of content marketing, which means that getting the right eyes on your piece is crucial. If a tile actively calls out or mentions people in a certain profession, or with a particular interest/hobby, they are far more likely to feel a connection to your piece right away, increasing the chances of them clicking through.

Convey a Sense of Urgency 

We’re used to urgency being used as a sales technique, but it can also be remarkably effective when it comes to sharing your content too! Whether you’re delivering a warning, or suggesting a change in behaviour, encouraging your reader to act is always a great way to capture their attention and draw them in.

Use the Power of Lists 

They may be everywhere these days, but there’s a reason why the ‘listacle’ is such a popular format for blogs and online articles. If a piece of content is organised and assigned value by placing it into a numbered list, it not only provokes curiosity, but also suggests that the information will be presented in an easy-to-digest format. Both of these attributes combine to not only to make the piece highly appealing on initial appearance, but also make it compulsively readable once the reader has clicked through.

Use Sensationalism

This is one to be careful with! Readers are becoming more and more attuned to the ‘clickbait’ strategy of luring people in with a controversial headline, only to leave them disappointed with bland content, or a poorly thought-out sales pitch. Despite this, when used correctly, a controversial statement/provocative question can still be used as a great starting point, prompting readers to challenge or decipher the reasoning behind your opening statement. 

Experiment 

If you work in digital marketing, it’s highly likely that you’ll already be familiar with the concept of A/B testing, so why not extend this to your creative content? While you may not wish to edit the title of the piece itself, you can still make alterations to the copy used to promote your piece, as well as the title image used to accompany it. By comparing the results gained by these advertorial headlines, you can gain a better understanding of what is encouraging readers to engage with your piece, and use this information to get the most from your content.

Provide Solutions to Problem Questions

If your piece has a tutorial element, or aims to demonstrate an alternative approach to an existing practice, then you should definitely pitch your blog/article as a problem solving piece in your headline! Of course, you may find the traditional ‘how to’ to be a bit bland, which can be remedied by adding additional value to the information you will be providing. Inform your reader that you will not only be explaining how to do something, but will be highlighting the best, easiest or correct way to do it! 

Let the Facts Speak

If your piece is based on experimental research or even a single revelation, you should exploit the value of this in your headline. When presented with a figure, fact or statement, it stands to reason that the curiosity and problem-solving instincts of your reader will provoke them to discover more; an aim which can only be achieved by reading your article!


Find out how the team of copywriters and content marketing specialists at Designer Websites can help you to produce high-quality, attention-grabbing content here.

Mobile Ad Optimisation

Did you know that 70% of mobile searches lead to that person taking action within an hour?

That action could be a customer calling through to your customer service team, making an online enquiry, visiting your bricks-and-mortar shop, relocating to a desktop PC to finish their transaction, or - if the procedure is simple enough - making a purchase, signing up to your newsletter, or downloading your ebook right there and then.

We Are Social conduct a study into the digital landscape every year. This year's study shows that the percentage of total page views that take place on mobile phones is increasing year on year:

Mobile Study

This is why devising a mobile strategy for your paid search adverts is more important now than it has ever been before.

The landline is a thing of the past. Mobile devices now dominate the communication world, and we're not just talking about making phone calls and texting - we're talking about social media, emails, free messaging services, and much more besides. But young people today aren't just communicating with friends and family members via their mobiles; they're also communicating with businesses like yours. Perhaps they're conducting a search to find out where your shop is, maybe they're passing time on their daily commute with a spot of online shopping. Whatever they are looking for, it's important that you and your business are visible in the right places at the right times.

It is no secret that people - including your customers - are conducting more and more searches using portable devices such as smartphones and tablets. We have been told this on a daily basis by Google, other search engines, and SEM influencers since the age of the smartphone began.

Google reportedly processes more than 3.5 billion searches every day. Last year, the search giant announced that over half of those searches happen on a mobile device. This is just one example of why mobile marketing is a must for any modern business.

How can Designer Websites help with your mobile ad campaigns?

Here at Designer Websites, we have a team of experience PPC specialists who can help your business to get the best possible return from Google AdWords and other pay per click platforms. Before we optimise your paid search campaigns for mobile devices, we will develop a detailed, mobile-specific strategy that's tailored to your business and the market you operate within. This strategy will take the following factors into consideration:
  • How your customers are searching on mobile devices
  • What their situation and intentions are in that moment
  • What type of marketing message they are most likely to respond to

Getting results for your business

Below is a graph showing one clients' conversion performance after we implemented a mobile-specific advertising strategy for them:

Mobile conversion increase

We can clearly see that, while this company's mobile conversions were always higher than tablet and desktop conversions, their mobile conversions grew significantly after we implemented a comprehensive mobile strategy. Furthermore, this business's mobile conversions are continuing to grow even now, with each month surpassing the previous month's total.

So how can you reap the benefits of mobile marketing using paid search? Here are four tips from the mobile search experts here at Designer Websites:

1. Create mobile-specific adverts

The adverts that you see when browsing the internet on your phone are formatted differently to the adverts you see on your desktop PC. In order to ensure that your adverts look great on the small screen, it is vital to create adverts that are formatted correctly.

Creating mobile-specific adverts not only helps with the formatting of the advert, it also helps with the performance of the adverts as a whole. Generally, mobile-specific adverts have a higher click-through rate (CTR) and a higher conversion rate than non-mobile-specific adverts shown in a mobile search.

2. Create relatable ad copy

Creating ad copy that is relevant to your customer's current situation is key.  Consider this example:

A potential customer is enjoying a cup of tea and a slice of cake whilst out shopping. She suddenly remembers that she wanted to find some luxury curtains for the living room, and so she reaches into her bag, pulls out her mobile, and types (or speaks) 'luxury curtains Cardiff' into her Google app.

As luck would have it, you run a fabric store just around the corner from that tea shop. However, since your ad copy doesn't state your location or feature a call to action such as "Come visit our Cardiff store", it is likely that this particular lady will just scroll past your advert.

The same goes for online stores: you cannot guide customers to your shop because you don’t have one, but you can point out to them just how easy it is to buy from your site using their mobile phone. Possible calls to action could include "Buy direct from your mobile" or "Easy purchase from your mobile device". 

People will be able to relate to these adverts because they are addressing their situation at that time. This leads to a higher click through rate and a higher conversion rate.

Mobile CTR increase

In the graph above, we can see that - after implementing more relevant ad copy - this client saw an increase of nearly 3% in their mobile CTR.

3. Create mobile ad extensions

Mobile ad extensions are exactly the same as desktop ad extensions, but they conform to mobile formatting, making them better-looking and easier on the eye. They also provide customers with vital information when they search for your product or service using a mobile device.

It is said that roughly 1 in 3 searches are conducted because the user wants local information. It is vital that you provide this information to them, and this is why location extensions are a must. Not only do location extensions provide users with the ability to search for your business on Google Maps and use a sat nav to find your location, they also provide additional info such as opening times.

Call extensions are another must-have for any mobile advert. The call extension gives searchers the ability to call your store or your customer service desk directly from the search results page.

4. Ensure that your website is mobile-friendly

We're always amazed by the number of mobile adverts we encounter that don't direct users through to a mobile-optimised website. We're always saying that it's crucial in this day and age to have a responsive website, and that truth is getting harder and harder to ignore as mobile users increase.

If your mobile ads are to be successful, your business will need to provide a website experience that is fully optimised for mobile users. The key to mobile advertising success is to make the whole experience as seamless as possible, and this means that your website has to render quickly and correctly on every mobile device.

Not sure if your website and its paid search campaign are optimised for mobile users? Contact us for advice, or follow us on Twitter for more SEM and web design news!

Whether you’re looking to promote a new product or share your latest blog, email marketing is a great way to encourage customers to visit your website. Unlike social media, email has a far more ‘permanent’ nature, due to the fact that users must actively dismiss posts as opposed to simply overlooking or bypassing them. In order to ignore or ‘opt out’ of a particular message, users must delete the item from their inbox, making this a great way to catch and hold the attention of customers.

It’s all very well having gained a list of emails, but it’s what you do with this information afterwards that will really create a lasting impact for your brand. By acquiring this information, you have established a bond of trust between yourself and your customers/audience, and it is important to ensure that this sense of trust is implemented correctly. Emails should provide useful, engaging content for your customers, and should reflect the services advertised when you encouraged them to sign up in the first place. This refers not only to content of your emails, but more importantly your subject line, which could mean the difference between someone opening your email or sending it straight to their junk folder!

In order to help you get the best from your email marketing campaigns, we’ve put together a list of dos and don’ts in order to help you provoke interest from your readers, and avoid being categorized as spam. 

Devices to Avoid

Spammy Text
Over-use of ‘sales’ language as well as the excessive use of capital letters and/or punctuation can trigger spam filters, which means that the intended recipient will miss out on the content of your email altogether. Even if a message with a poor quality subject line manages to make it to its intended destination, words like ‘free’, as well as unnecessary exclamation marks and other potential triggers could cause the message to seem useless or untrustworthy to the reader, leading them to disregard and delete the email without even viewing its content.

Poor Personalization 
When used correctly, personalisation can be a great addition to the subject line of your email, but it's important to avoid unnecessary/template style personalisation in order to improve the impact of your campaign. Subject lines which name the recipient can often be off-putting as opposed to engaging, creating no real value and chipping away at your precious character count.

Overly-long Titles 
Due to the large volume of emails being received by audience members, it is of great importance to provide straightforward and easy-to-comprehend information for them to digest. Long-winded and overly descriptive titles take too long to read and react to, making them unappealing for the average recipient. Due to the multitude of emails which will undoubtedly surround yours, it’s important to make your email stand out. The title should of course, provide some clue as to the content, but this should be seen as more of a gateway as opposed to an exact outline. 

Techniques to Implement

Appropriate and Intelligent Use of Punctuation 
While excessive use of punctuation marks and symbols can harm the impact of your line, using these sparingly and effectively can attract the eye of the viewer and encourage them to click on your email. The best example of this would be the use of question marks; a proven way to provoke interest in your reader. Not only do questions cause them to wonder how the information provided affects them, it also arouses a general sense of curiosity regarding the subjects mentioned. 

Target Your Audience
As mentioned previously, poor personalisation can do more harm than good to your campaign, but if used correctly, it can attract the desired response without seeming gimmicky or desperate. Effective subject line personalisation encompasses a range of approaches, from location targeting to demographic-led language. For example, offers or suggestions which relate to the recipients specific locale are sure to gain a better response than those which give more general information. This step could also relate to the language you use and the subjects you choose to emphasise, based on your audience demographic. 

Use Witty, Engaging and Inviting Language
Having considered the previous point regarding audience awareness, you can then decide what type of language is best suited to target your chosen demographic. Conversational elements are usually a good choice, as they avoid seeming cold and robotic. It can also be impactful to pair this with humour, although as always, you should consider whether or not this is an appropriate angle for your recipients.

Controversy is also a great way to get people clicking on your emails, as it provokes an emotional response from the reader, causing them to question the statement while reflecting on their personal reaction to this information. It is important, however, to use this tactic with caution, as it can sometimes be frustrating for readers who find there is no valuable pay off for their action.  

While we have noted that ‘sales’ language can be detrimental to your efforts, appropriate calls to action can, in fact, be beneficial when used correctly. This involves techniques such as invoking scarcity, which could range from advertising a ‘limited time’ offer to stating that a product is low in stock or is selling out quickly. Customers feel compelled to act due to a fear of missing out, prompted by the suggestion that they must act quickly to gain the advertised benefits.

Experiment with Length and Numbers 
As mentioned in the ‘devices to avoid’ section of this post, overly-long titles can cause the reader to switch of immediately. Using uncharacteristically short titles could be an interesting tactic to consider, as they will stand out visually in a cluster of emails, and will also provoke a need to reveal additional information. For those looking to apply a more conventional approach, 50 characters or under is a good figure to stick to.

Numbers could also be a great addition to your subject copy, as they offer something visually unusual for your brain to analyse and become attracted to. In the context of lists, they also work just as well as they do in blog post titles, by appealing to the human brain’s desire for short and easy-to-comprehend information. 

Test
As is the case with most marketing techniques, the best way to gage which subject lines are working for you is by measuring the responses they receive. This can be assessed in a variety of ways, from viewing how many of the emails sent out were opened, to the quantity of voucher codes redeemed as part of an offer circulated via email. When using services such as MailChimp for example, you will be able to use subject line research tools to get ideas, and try AB testing your subjects to see which performs best and meets your desired aims.



When used correctly, subject lines can massively impact the efficiency of your email marketing campaigns, first by getting them noticed in an inbox, and then by getting the recipient to click on them. Like any other online marketing strategy, you may have to try a few different approaches before you find what works best for you, but in time you should find yourself writing eye-catching and engaging subject lines with ease. Just remember to keep your copy clear, concise, and free of errors, whilst also following the guidelines mentioned above.  

For more Online Marketing tips and SEO news, follow Designer Websites on Twitter!


The main purpose of pay per click advertising is to drive high quality traffic from your target market to your website for the lowest cost possible. To do this depends on the relevance of your adverts, your keywords, and your landing pages, both to each other and to your target market. 

Once your keywords, ad groups and landing pages are completely synergised, you will be rewarded with a higher position in Google's SERPs (Search Engine Result Pages), and you will pay less every time someone clicks your ad.  You may also see a metric called “Quality Score” increasing.

Quality score is one of the most important metrics in a Google advertising campaign. Quality score is scored out of 10 (1 being the most expensive and 10 being the cheapest). If and where your ad will be shown on the SERPs is all down to your quality score.  After a recent update, the default quality score for newly added keywords is 6; however this is subject to change very quickly. Quality score is  calculated by an algorithm based on the following factors; 

The relevance of your ad copy - When you are organising your account, it is important to ensure that your keywords are in a tight-knit ad group; this enables you to create ad copy that is relevant to all of the keywords in your ad group. This means that when a potential customer enters a relevant search query into the Google search box, your ad will be relevant to their search. Which leads us nicely onto the next point... 

Click-through rate (CTR) - Even though no one knows just how much weighting CTR has on Google's quality score, it is pretty obvious that Google count this as one of the most important factors, if not the most important. 

If your advert is relevant to the searcher's query, they will click on your ad and enter your site in the hope that they can find a solution to their problem through your company. The more people who click on your advert, the more likely Google are to realise that your website is relevant for this particular search and increase your overall quality score accordingly. To increase your click-through rate, make sure that your ad copy is relevant. 

Landing page - You have now created the tight-knit ad group and created a relevant advert that reflects your keywords. Now you need to think about where on your site you are going to send your traffic. Obviously, you need to send people to a page that is relevant to your keywords, and to your ad copy.

For example, let's say you are creating a campaign for a web design agency that specialises in ecommerce websites, but also provides customers with various digital marketing solutions. The company owner has asked you to create a campaign that focuses on their responsive ecommerce website design service. You will need to point your adverts to your ecommerce landing pages, not your digital marketing pages, as this will decrease the relevance of your adverts, meaning that they will not be shown as much, if at all. Furthermore, if your ads are pointed at irrelevant landing pages, every click you receive will be really expensive, and most importantly, potential customers will click onto the website, see that they are on the wrong page, and leave, increasing your bounce rate.

Unfortunately, people do not often have time to look through your website to find the exact page or product that they require. The less clicks it takes for them to find what they need, the more engaged they will be, increasing the likelihood of the customer completing your goal (e.g. signing up to your newsletter, downloading your e-book, purchasing a product, booking an appointment, or making enquiry about your company). When your tracked goal has been completed, this will be recorded in AdWords as a conversion. An increased click-through rate at a lower cost means that your cost per conversion is decreased, and your return on investment is increased! 

Would you like our professional digital marketing team to manage your paid search campaigns for you? Click here to request a quote, or give us a call on 01146 339050.