How to Make Money From a Website in 3 Simple Steps
Is your business website a “profit-generating machine”? Is your business website the best lead generator for your business? If you feel that you should be getting more from your website this article explains the 3 simple steps to get your website generating revenue and profit for your business.
3 Simple Steps To Make Money From a Website
- Be Found – Your website must be found for the search terms or keywords that potential customers would use
- Be Chosen – The website should have attractive text and calls to action in the description in the search engines
- Convert – Convert the website visitor to a paying customer
Be Found – How To Get Your Website in Front of the Right People
Many businesses, website builders and (some) SEO experts don’t fully understand how to get the website to be found for the correct search terms/keywords.
Some businesses may not be going after the correct keywords at all.
Most create and set-up the website to rank for BIG keywords (often referred to as “Vanity Keywords”), rather than keywords specifically related to the services or products that are categorised as BUYERS keywords.
The Best Keywords for Your Website
Often a business owner or member of staff is too involved in the business or industry to fully appreciate that people looking for their product or services may use different terminology. Some may let pride get in the way of getting potential customers to their website!
Best Keywords for Your Website – Example 1
Someone has passed away and you have to make the final arrangements. What would you enter into search engines, like Google, to find the local company? A straw poll of people gave the following as the most popular answers “Funeral Director”and Funeral Directors”. Actually, the keyword that gets the most traffic in that industry is ”Undertakers” – getting 6 times more traffic than funeral directors. Although this may not be the term you use – 6 times more people do use that term and it should be incorporated into your website. Should you forget about “funeral directors” as a keyword? Absolutely not! Use both and get the traffic from both terms.
Best Keywords for Your Website – Example 2
You are moving house and want a company to move your furniture. What would you search for? “removal company” or “removal companies”. Real-life example – I did this exercise with a removal company. At the time the number of searches in the UK per month were:
- Removal Company 6,600 searches a month
- Removal Companies 14,800 searches a month
Over twice as many people search for “removal companies” than the singular ” removal company”. Their website didn’t rank anywhere for the more popular term and they were losing potential customers.
The most used search term related to the industry was “Man With a Van” (18,100 searches a month) – “Ah” said the business owner “we are not a man in a van, we are a professional removing company”. I asked, “do you not do smaller removals?”. He said they did. “How do you do them?”, I asked – “we send a couple of blokes in a van”. Pride and semantics getting in the way of traffic and leads to the website.
Difference Between Vanity Keywords and Buyers Keywords
If you are a Solicitor based in Bristol who specialises in managing claims after an accident you may be tempted to rank for big keywords such as “Solicitors Bristol” or “Personal Injury Bristol”. Although these keywords would bring traffic to the website, it will not be targetted traffic. It may be people researching, people doing a price comparison, it could be people looking for a divorce solicitor or a physiotherapist who specialises in post-accident rehabilitation. These are the keywords though that you, your staff and competitors will be saying “Wow, look at that they are number 1 for solicitors Bristol”. These are also the keywords that most of your competition will be targeting = vanity keywords.
A simple search using free tools can highlight more specific keywords that someone who is looking for a solution, service or product will use = buyers keywords.
In the example of this Solicitor, it could be (and I found 100’s of examples) “medical negligence claims”, “industrial deafness claim”, “mesothelioma lawyers” and “vibration white finger compensation” – the total estimated traffic to the website for the hundreds of related keywords was 8 times more than to the vanity keywords.
Would you rather be number 1 on Google for 100’s of laser targetted keywords or 1 vanity keyword?
Free Keyword Research Tools
There are a number of free tools on the market to research the actual terms people are using to find products and services for your industry. The best free tool for researching potential keywords is the Google Keyword Tool. If trying to rank in Google then it makes sense to use their data.
The keyword tool as part of its ‘Google Adwords” platform. Search “Google Keyword Tool” and you will find the actual tool in the menu labelled “Keyword Planner”
The next step is to add the keywords that you think maybe used by people to find your products or services. Make sure you use the singular i.e Keyword and the plural i.e. Keywords. Also, try adding a few words before the term i.e. best, cheap, fast, 24 hour etc.
Next, add the location. We want to get a broad understanding of the search terms used, so use “United Kingdom” rather than your hometown giving us as much data as possible.
Lastly, add in negative keywords that you do not want data on. A good example is the word “jobs”. Unless you are in recruitment, you want to find the keywords potential customers are using, not job seekers.
Hit “Get Ideas”
The results will show the number of searches in the United Kingdom, per month, for each keyword. Regardless if they are the terms you would use – they are terms being entered into Google and you should incorporate them into your website.
Free Alternative To Google Keyword Planner or Keyword Tool
In September 2016 Google changed the way the results were displayed in the keyword tool. The changes were made to the keyword planner to stop “bots” using the tool for automated searches. If you have an account on Google Adwords that is paying for AdWords you still get the detailed information. If not you get very broad data, which is irrelevant.
There are a number of free alternatives to the Google keyword planner that still give accurate data, by keyword. Of all the software we have tried, this one is by far the best free alternative to the Google Keyword Tool. CLICK HERE FOR FREE KEYWORD PLANNER
Simply add the main keyword you would like to use and it finds all the relevant keywords for you. It also shows the difficulty rating of ranking for that keyword.
Be Chosen – How To Get Your Website in Chosen in the Search Results
Where to Add Keywords to Your Website For SEO
By now you have a number of keywords that you want to incorporate into your website. Getting your website chosen is a simple task of adding those keywords to the important places that Google will look for them.
1. Your Website or Page URL
Long gone are the days where if you wanted to be found as a “plumber in Bristol” your URL or website address needed to be www.plumberbristol.co.uk – however, your URL should reflect the content of the page and the search term you want to rank for. Google accepts that companies want to build a brand and put their website on a domain that reflects the business, not the keywords. Even though your website will be a brand or company name the web page address should reflect the search term you want to be found for i.e. www.BrandedPlumbers.co.uk/plumber-bristol
2. Your Website or Page Title
When you are on the internet have you ever noticed the grey tab at the top of the page? This is usually where you find a little image that reflects the company branding. It is also where the “page title” for that page is listed. This is also the “Headline” in the search results.
The best practice is to again use the search terms that you want your page to be found for, and also to add your company name and if it fits in the 55 character limit, your telephone number. Make it obvious you are a local company and make it easy to contact you.
3. Your Website Headline
The headline of the page, often referred to as the “H1” (the code used to assign it in web building) is the most important message on the page to tell Google what your website or web page is about. I would be a rich man if I had just £1 for every website I have seen where the page headline is “Welcome to the website”. Really?! You are a plumber or solicitor and the most important keyword you want your website registered with is “welcome”?
Good practice is to make the headline either a question or an informative guide type question.
Question – consider the person searching on the internet for an “emergency plumber” and you land on a page that has a headline “Are you looking for an emergency plumber in Bristol?” – the headline states exactly what you have been doing. It also lets Google know the subject and location that are important in regard to this page.
4. Your Websites First Paragraph
The first paragraph should also contain the most important search term or a variation of it. For example, it could be “emergency plumber in Bristol” becomes “emergency plumbing services in the Bristol area”. If your headline was a question, then again, the good practice is to answer the question. “If you are looking for an emergency plumbing service in the Bristol area then….”
5. Your Website Images
An image or photograph in a web page can break up the text, demonstrate examples or products. When adding the image to your website you will be prompted to add an “alt tag” or “image description”. This can be used to again add the main search term or a variation of the keyword to the code of the web page.
6. Your Website Copy or Content
Google used to recommend a minimum of 300 words on a page. Some SEO tools still measure the SEO score based on this number. Google now recommends over 500 words as an indication that the web page has relevant content. To be ahead of the game, and your competition, we recommend at least 800 words on a page.
There is always a balance to be considered. Enough content to rank well versus a too wordy web page that may put off potential customers. Again, this is a matter of preference. Some people may want to read every last detail of the service or product. Others may just want to know the basic facts to make a decision.
A good practice can be to put the most relevant and basic facts at the top of the page, followed by a “call to action” or contact details. Add an image to break up the page and then add further content for the detailed orientated person – and Google.
7. Your Website Video
If a picture paints a thousand words then a video is millions and millions worth. Google knows this and sees a web page with a video as better content than one without and ranks it accordingly.
8. Your Website Search Results Description
Your website title (number 2 in this list) is the headline in the search results. The “page description” or “meta description” is two line of text, 156 characters, that summarises what the potential website visitor can expect from the web page. It should contain the search term and a reason to choose your web page from all of those listed. E.g. ” Looking for an emergency plumber in Bristol? Branded Plumbers offer fast and affordable call outs 24 hours a day”
Conversion Through Re-Targeting Website Visitors
Your website is ranking for the “buyer keywords”, your content is relevant and full of the tools required to convert a customer and the customer is going to buy from you – except, not just now. They don’t need your product or service until a few days time. They just want to check a few details before calling you. There are any number of reasons why they don’t call you at the time. Even the best websites only convert a small percentage of visitors at the time of their visit.
They don’t need your product or service until a few days time. They just want to check a few details before calling you. There is any number of reasons why they don’t call you at the time. Even the best websites only convert a small percentage of visitors at the time of their visit.
Re-targeting website visitors is one of the most cost-effective ways of getting conversions. Tailored adverts based on the services or products they viewed on your website are displayed to the website visitor over the next few days on major websites such as Facebook, news sites, Google partner websites and many more. Reminding them of your products or services and drawing them back to your website to purchase. This works especially well at conversion if the adverts have a small discount offered in them.
Conversion Through Reviews
Common practice is to read reviews before making a purchasing decision. Reviews are the new global ‘word of mouth’. Think about the last time you bought something online – you read the reviews, didn’t you? Getting reviews is easy to achieve for a business if they sell products on Amazon or Ebay or if they are a business that could be included on TripAdvisor. For most businesses the process of gaining reviews is hard work. However, if you can get a number of good reviews for your business the payback in sales is worth the effort. There are companies (like ours) that offer simple solutions to easily get customers to leave reviews for your business and, more importantly, add them to your website and other prominent locations when people are researching your products or services.
Martyn Lenthall is the Managing Director at Digital NRG.
In 2012, from his back bedroom, he launched his first SEO company (SEO Company Bristol). A rapidly expanding client base of small businesses, national companies and international organisations, as well as adding more diverse digital marketing products to the portfolio meant a new, more internationally recognised and all-encompassing brand was required, and so Digital NRG was born.
Martyn is considered one of the UK’s leading experts on search engine optimisation.
He has 17 books published on website optimisation and lead generation for business websites.
Website and SEO consultant to multi-national brands.
Public speaker on subjects of SEO, digital marketing and lead generation.