engaging content https://www.engaging-content.com optimised web-ready content Mon, 17 Feb 2020 15:33:46 +0000 en-GB hourly 1 https://wordpress.org/?v=5.3.2 6 Reasons to Start Writing Business Blogs in 2020 https://www.engaging-content.com/6-reasons-to-start-writing-business-blogs-in-2020/ Mon, 17 Feb 2020 15:31:13 +0000 https://www.engaging-content.com/?p=216504 If you're not writing business blogs already in 2020, you need to start now! Here's how you can get more, better-quality customers through blogging.

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6 Reasons to Start Writing Business Blogs in 2020

We’ve all promised ourselves we’ll start writing more about our businesses in 2020. We’ve all looked at successful business bloggers and thought, ‘This would be great for my business!’ However, this often slips by the wayside when it comes to the day-to-day responsibilities of running a company. But as a content manager and a content marketer, I’m here to persuade you to start writing blogs – right now! So, if you haven’t yet committed to blogging regularly, here are 6 reasons why you should make writing business blogs a priority in 2020.

1. Business Blogs can improve your site rankings 

You may not have thought about this before, but did you know that writing business blogs can improve your website rankings?

The greatest thing about writing a business blog (or any blog!) is that you create an entirely unique webpage for your site. And when properly optimised with SEO keywords in mind, this is another page that can rank in search engines. And another page that could be found by someone doing a Google search.

If you’re not entirely sure what that means, you should find out more about why SEO keywords are important

Google loves sites with new, unique and useful content. It also loves websites that show high levels of user engagement (signals like lots of time spent on page and lots of pages visited.) So, the more (optimised) content you write, the higher your user engagement will be and the more likely it is that your website page rankings will improve. 


2. You can build trust with your customers

Writing business blogs also helps to build trust with your existing and potential customers.

We live in a digital world.And the days of the traditional, face-to-face sales rep are dwindling. This means that when making purchases, customers are used to having all the information they need to make a decision at their fingertips. There’s a lot of evidence to show that customers these days like to do their researchon a company, its reviews, products and services before or even instead of a sales conversation. 

If you sell a product, blogs focused around reviews, testimonials, product use, or product features will help your customers to self-educate. The more they know about the product, the more likely they will be to trust you enough to purchase.

Failing to include more information for your website visitors to self-educate may be the difference between making a sale and losing to a competitor.


3. Business blogs show your expertise


Another great reason to write business blogs is to demonstrate your expertise to your customers.

If you offer a service (then aside from being a perfect customer for us!) you’ll also no doubt be up against a lot of competition for this service. You’ll need a way to stand out from all the other businesses and freelancers that offer what you do.

Business blogging can be a great way to stand out from the competition because this can demonstrate your expertise. We’ve already talked about how customers like to self-educate. And this means that your potential customers are likely to read any blog content you write. So, why not write a blog about you – your qualifications, experience, or even why you got into your line of work in the first place?

Of course, this is all part of building trust with your customers. – If they recognise you as an expert in your field, they will be much more likely to buy from you.


4. Your visitors can get a feel for your personality

Here at Engaging Content, we always say ‘people buy people.’

When selling a service, your customers are ultimately buying into you. Being able to learn about you, your values, and why you do what you do helps your customers and site visitors get a feel for your personality.

You should think of writing business blogs like starting a conversation between you and your potential customers. They help you and your personality to come across even before anyone has picked up the phone to speak to you. And coming across as friendly, open and welcoming through your blog will help you to create a great first impression with your potential customers before you’ve even had chance to speak to them.


5. You’ll close more sales by writing business blogs

People often see blogging as a tool to nurture existing customers – to keep people clicking back to the site. However, you may not have considered that you can actually attract new customers by writing a regular blog!

If you’re optimising your content for SEO and using blogs as a way to increase your rankings, new visitors are likely to come across your site. And sharing your expertise, knowledge and personality is likely to keep them reading. 

On average, people need about 6-7 interactions with a company before they trust them enough to buy from them. So, you’ll need something on your site which hooks them and makes them want to come back. – As interesting as your service is, I promise your site visitors won’t come back to your site 6-7 times to read your service pages. But they might come back to read more of your blogs!

6. You’ll also get better quality customers

It’s a no-brainer that if your website rankings increase, you’re building trust with your customers, as well as showing your expertise and personality, you’re likely to get more customers. But these new customers will also be better quality customers!

Hear me out.

If you’re authentic with your blog writing (which you always should be) you’ll be putting out useful, engaging content that shows your personality and expertise. This means that people who are receptive to this information and who are interested in the service you offer will get in contact with you. And anyone who isn’t interested in you or your service won’t!

This means you’ll waste less time on enquiries from people who don’t see the value of what you do, or whose personalities don’t gel with yours.


Do you need help to get started with writing a business blog?

Of course, we know that with all the best will in the world, blogging often gets overlooked. Especially when you’ve got a million things on the to-do list!

That’s why at Engaging Content, we offer two services to help business owners who want to make blogging a priority:


  • A 2.5 hour interactive blogging workshop – learn the basics of SEO, content marketing, content writing from a professional business blogger. 
  • An expert blog package – monthly blogs written by a professional blogger, fully optimised around optimum SEO keywords in line with your style and brand


You can’t afford to avoid business blogging in 2020. So, get in touch if you’d like any more help to start!


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What Are Backlinks and Why Does My Website Need Them? https://www.engaging-content.com/what-are-backlinks-and-why-does-my-website-need-them/ https://www.engaging-content.com/what-are-backlinks-and-why-does-my-website-need-them/#respond Thu, 12 Dec 2019 11:18:45 +0000 https://www.engaging-content.com/?p=216399 Backlinks are so important for websites that want to rank well in search engines. However, many of our clients aren't always familiar with what they are or why they're so important. So, here's our quick, plain-English guide to backlinks!

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What Are Backlinks and Why Does My Website Need Them?

We cannot stress enough that backlinks are so important for websites that want to rank well in search engines. However, many of our clients aren’t always familiar with what they are or why they’re so important. So, here’s our quick, plain-English guide to backlinks!

what are backlinks?

Very simply, backlinks are created when one website links to another. – See the link in the last sentence? That’s a backlink. That’s us linking to another website, in this case marketing giants Moz.com.



why are backlinks important?

We used the link in the last paragraph to back up a claim we made. Therefore, we’re telling you that the site we’ve linked to is an authority on this subject. And we’re also telling this to Google. Google also sees a backlink as a kind of ‘vote of confidence.’

Google likes sites with lots of backlinks because this shows that lots of people have given this site a vote of confidence. And therefore lots of people think this site is high-quality, relevant and trustworthy.

And in fact, backlinks are one of the most important factors that Google takes into account when ranking websites in search results. Sites with lots of these links rank highly in Google because, again, Google sees them as high-quality, relevant and trustworthy.



but be careful…

Not all backlinks are created equally!

For a backlink to show Google that your site has a vote of confidence, it needs to come from another reputable, high-quality site. (And naturally, this means that sites with lots of good-quality backlinks are the ones you want to receive links from!) It also helps if the link comes from a website within your industry.



why is this the case?

Well, let’s say you’ve been recommended a movie. Wouldn’t you trust the recommendation more if it came from someone who A) was widely respected for giving great movie recommendations and C) had a similar taste in movies to you?

If you receive a backlink from a completely unrelated site, or a site that Google thinks is low-quality, this may harm your site reputation.



how can i check if my site has backlinks?

Good news! You can check if your site has any backlinks for FREE!

Head over to Ahrefs Free Backlink Checker to get a free summary of your site backlinks.

You want to look at the ‘backlinks’ counter in the middle of the top row. – There’s no exact number for a ‘good’ amount of links, however ideally you’d want these to be in the hundreds or thousands rather than the tens.

Ahrefs backlink checker



what if i don’t have many backlinks?

If you don’t have many backlinks, your site will be unlikely to rank well in search engines – no matter how great your content is! That’s because at the moment, Google doesn’t recognise your site as high-quality or trustworthy.

But that’s okay! There are plenty of things you can do to get hold of some good-quality links such as:

  • Submitting your profile to online directories
  • Becoming profiled by online media outlets
  • Get your content featured on related websites
  • Feature another writer’s post on your website
  • The broken link method (ask us more about this!)
  • Ask your clients to link to you

ask us more about this

If you’d like some more information about anything you’ve read here, or want to know how you can generate some more links for your website, we run a Marketing Clinic every Tuesday!

Come and visit us in our office in the centre of Cheltenham, have a great cup of (locally roasted) coffee, and we’ll spend an hour assessing your website and entire marketing approach. You’ll leave with some tangible action points, and some real clarity on where to focus your marketing efforts moving forward.

Fill out the form below to get in touch with us!

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Engaging Content Brand Identity Workshops; Everything You Need to Know https://www.engaging-content.com/brand-identity-workshops-everything-you-need-to-know/ https://www.engaging-content.com/brand-identity-workshops-everything-you-need-to-know/#respond Mon, 09 Dec 2019 15:26:20 +0000 https://www.engaging-content.com/?p=216314 The post Engaging Content Brand Identity Workshops; Everything You Need to Know appeared first on engaging content.


Engaging Content Brand Identity Workshops; Everything You Need to Know

Here at Engaging Content, we run brand identity workshops with our clients. We’ve developed our own process for helping clients to hone their brand identity, and we’re really excited to tell you all about it!

So, read on to find out everything you need to know about brand identity, as well as our brand identity workshops.

here are just some of the things our clients have to say about our brand identity workshops:

“I absolutely loved the brand identity workshop. I loved the fact that you took the time to go through my vision with me, and get to know me, as well as what I wanted from my business. It was really good to just sit down and get my thoughts straight – and in doing this, you captured the essence of what I wanted my brand identity to become far better than if I had just written it down myself. This whole process took the ideas I originally had about my business and elevated them into something really clear, strong and cohesive.”

- Karen Sutton

Breakup and Bereavement Coach

what is brand identity?

Quite simply, brand identity is the personal identity of your business. It’s the unique combination of characteristics that make up your business. And brand identity can cover everything from:

  • Tone of voice
  • Story
  • Colour palette
  • Font
  • Design styling
  • Purpose
  • Unique selling point


why is brand identity so important?

A well-honed brand identity is important because it connects you to your target audience – your perfect customers.

Nowadays, customers want more than just a description of what your business does, or what service you offer. After all, we always say that people buy people. Modern consumers steer away from faceless corporations – they want to work with and buy from real, human companies.

Ultimately, your customers want to know that your values align with theirs. They want to know who you are – not just what you do.

However, you won’t always get to speak face-to-face with a new customer as the first point of contact. Therefore, you need to tell your potential customers about who you are through your content, your website, and your marketing.

All of the aspects listed above (and many more) that make up your brand identity help your customers to gather conscious and subconscious information about you and your business. And you want to be sure that you get each aspect just right to give your customers the right impression.


what’s involved in an engaging content brand identity workshop?

An Engaging Content brand identity workshop is an intensive and interactive workshop session. (We hold these workshops in our office in central Cheltenham, but can also run them over Skype.)

We sit our clients down (with a great cup of locally roasted coffee!) and ask them all sorts of questions about themselves, their business and their customers.

These questions are specifically designed to draw out all of the most important information about what you do in a way that remains customer-focused. Our brand identity workshop is designed to help you work out how to present yourself and your business in a way that resonates with all of your customer groups, whilst still remaining authentic and true to yourself.

Some are questions that you no doubt will have thought about before. However, our clients often tell us that they’ve never considered many of the questions we ask them before. And our clients always leave feeling excited and motivated about the clarity this workshop brings them.



tying in customer personas

You should always remember to tie in what you know about your customer personas when forming your brand identity. That’s why part of our brand identity workshop focuses on helping you to create your own customer personas.

Customer personas allow you to profile your ideal customers; their needs, goals, frustrations, buying behaviours, online habits, and much more. You can then use this information to create a brand identity that appeals to your target market.

The example above is the perfect reason why you need to make in-depth customer personas a part of your brand identity. By combining what you know about your customers with how you want your business to come across, you’ll be able to create a strong, effective brand identity that both accurately reflects you, and appeals to your target audience.


interested in an engaging content brand identity workshop?

You’ve likely been running your business for a while, but have you ever really sat down and thought in detail about all of the different moving parts that make up your branding?

Alternatively, you could be launching a new business and want to jump start it by developing a strong brand identity.

Either way, you’ll likely need to take a look at your brand identity. It’s also really important to get some support from people who build brands, as this will make sure that you don’t miss out anything important.

If you’d like to take part in an Engaging Content brand identity workshop, or if you’d like some more information get in touch with us today by filling out the contact form below!

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I would love to hear from you, please get in touch and we can have a chat

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Your Business Can Learn From the Shampoo Industry – Here’s How! https://www.engaging-content.com/why-your-business-can-learn-from-the-shampoo-industry/ https://www.engaging-content.com/why-your-business-can-learn-from-the-shampoo-industry/#respond Mon, 25 Nov 2019 13:01:43 +0000 https://www.engaging-content.com/?p=215897 Yes, you read that right: Shampoo! You may not have ever thought about your business and shampoo in the same context. But there is so much you can learn from shampoo brands. Here's why!

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Your Business Can Learn From the Shampoo Industry – Here’s How!

Yes, you read that right: Shampoo! You may not have ever thought about your business and shampoo in the same context. But there is so much you can learn from shampoo brands. Want to know what shampoo has to do with your business and what you can learn from the shampoo industry? Read on to find out more! This article covers:
  • Competition
  • Placement
  • Copywriting (this one’s particularly interesting!)
  • Design
shampoo industry - engaging content

high competition

Picture this. You’re walking down the shampoo aisle in a supermarket, trolley in tow. For this piece, we did our research and visited 3 popular, full-size supermarkets (as opposed to smaller, metro supermarkets). In each of these supermarkets, there were well over 50 shampoo brands in the haircare aisle. So, how do you decide which shampoo brand to choose?

On average, brands in a supermarket have around 1 second to grab the attention of shoppers. And when your top 50 competitors are also competing within this second, you have even less chance of catching the eye of your target market. Similarly, a quick Google search for a keyword related to your business will pull up thousands upon thousands of your competitors – many in your local area.

So, with all of this competition, how do you make sure to catch the attention of your consumers?


You should think of a supermarket aisle as similar to your typical search engine results page. It will display all of your industry competitors, much like the supermarket shampoo aisle holds many competing shampoo brands.

And in both the shampoo aisle and search engine results pages, placement matters! Vox have written an in-depth piece about ‘the hidden war over grocery shelf space,’ in which ‘backroom deals between stores and food manufacturers…shape today’s supermarket.’ Vox provide an in-depth explanation of supermarket ‘slotting fees,’ through which brands pay supermarkets not only for how much shelf space they receive, but also the shelf position of their products. Supermarkets understand well that when it comes to shelf space, ‘eye level is buy level‘ – that products stocked within the eye-line of consumers see much higher purchase rates.

shampoo industry - engaging content

And this ‘eye level’ shelf space is the same as the first page of search results for your chosen keywords. Relevant consumers are much more likely to find your business if you appear on the first page of Google. Even ranking as the first search engine result for a related keyword gives you a 10% higher click-through-rate than the second result. However, much like coveted supermarket shelf space, you’ll likely need to pay for the privilege of ranking well – whether this is in time, effort, or money. You’ll need to invest in some paid advertising, or SEO to nab those coveted high-ranking spots.

powerful copywriting

Of course, everything in this article so far could apply to many other items in your average supermarket. However, copywriting is the reason we decided to talk about shampoo, and not, for example, snack foods. You may not have ever paid much attention to the text on your shampoo bottle. However, the shampoo industry has copywriting down to an art form. Let’s take a look at some examples: According to You Magazine, the best selling shampoo of 2019 was from the well-known brand, Head and Shoulders.
shampoo industry - engaging content

As you can see, there isn’t much copy on the front of the product. The main text is ‘classic, clean.’ Now, this is what makes shampoo copy so interesting. Of course you’d naturally expect a shampoo to be ‘clean.’ So, when you really think about it, this word isn’t necessary. However, it evokes a feeling or a sensation in the reader. We all understand that the feeling of being ‘clean’ is a positive one. We then therefore associate this feeling with the shampoo itself. And the word ‘classic’ is a compelling, yet subconscious trust factor. You’re opting for a ‘classic’ well-known brand that you know trust to get the job done.

Let’s look at another example from a leading UK shampoo brand, Alberto Balsam:

shampoo industry - engaging content

Here, the main descriptive text reads: ‘juicy green apple.’ Once again, this text isn’t really related to the shampoo. You’re not eating the shampoo, so why would it need to be ‘juicy?’ However, Alberto Balsam cleverly use this phrase to evoke a specific feeling in the consumer. When you read the phrase, ‘juicy green apple,’ this taps into your sense of taste and smell. Your mouth subconsciously begins to water. And before you’ve realised that this phrase has little to do with the shampoo itself, you’ve likely put the product in your trolley and moved on.

This is why professional copywriting is so important to your business. The power of a few, carefully selected words on your website and marketing materials can tap into subconscious consumer need. Professional copywriters are clever and creative with the words they use, and they’ll likely know what your consumers need to read to become engaged.


Aside from prime shelf space, the shampoo industry uses clever design tools to make products stand out to shoppers. And when brands have very little time to catch the attention of their target market, they have to get creative. And much like powerful copywriting, shampoo brands use design tools to create a specific impression, or evoke a specific response from consumers.

Let’s take a look at a particular shampoo industry niche: ‘professional’ shampoos. These are shampoos which are used by professionals in the haircare industry. And taking examples from some well-known professional haircare brands demonstrates an interesting pattern:

shampoo industry - engaging content

As you can see, there is a very specific design for professionally recommended shampoos. They all look sleek, have very little colour variation, and in some cases look almost medicinal. Teal is also a commonly used colour. In colour psychology, teal evokes the feeling of calm, balance, but also professionalism and trust. Therefore these shampoo designs convey to the reader that their hair is in good hands.

Let’s also take a look at the other end of the shampoo spectrum – shampoos that use food items in their branding and make-up.

shampoo industry - engaging content

Most brands that use food within their shampoo branding tend to opt for fruits. They then base their packaging design around brightly coloured, eye-catching designs which clearly picture the chosen fruit. And once again, this evokes a particular feeling in the consumer. According to Talk Business, ‘colours are capable of invoking a person’s imagination about the flavours of a food product.’ Therefore, shampoo brands are cleverly tapping into subconscious connotations of taste and smell when it comes to grabbing the attention of their target audiences.

This is just one of the reasons why you should hire a professional designer for your website and marketing materials. Web designers know what tools and tactics to use to appeal to your target market. You may choose a colour or layout for your website because you think it looks good. However, professional designers will understand the effect that their colour and design choices have upon your intended audience.

are you ready to learn from the shampoo industry?

Shampoo brands spend thousands on teams of professionals to create their products, as well as their designs, text and marketing strategies. And whilst you might not be ready to spend quite that much on your business, you should still consider working with professional designers, writers and marketers.

And lucky for you, at Engaging Content, we take care of all of this in one place. Our experienced copywriters, designers and marketers take the time to understand your business and your customers, tailoring a marketing approach that works for you.

Are you ready to engage? Get in touch with us today, come and meet us for a coffee and a chat, and find out more about how we can help you to grow your business.

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Keyword Research: Why It’s Essential For Your Business Website https://www.engaging-content.com/keyword-research-why-its-essential-for-your-business-website/ https://www.engaging-content.com/keyword-research-why-its-essential-for-your-business-website/#respond Fri, 13 Sep 2019 16:35:41 +0000 http://www.engaging-content.com/?p=214297 The post Keyword Research: Why It’s Essential For Your Business Website appeared first on engaging content.


Keyword Research: Why It’s Essential For Your Business Website

🎶 “Let’s start at the very beginning, a very good place to start…When you read you begin with A B C. When you sing you begin with doh ray me.”

And when you create a website you start with keyword research! If you have a business website, it needs to be based around solid keyword research. Here’s why!


When anybody types something in Google, this is a keyword – and this can be anything from ‘digital marketing’ to ‘therapists near me.’ So, quite simply, keyword research is the process that finds the best words and phrases to use on your website in order to help your customers find you in search engines.

If you’re unsure about whether to invest in keyword research, here are 3 reasons why keyword research is essential for every business website! 

1. your website won’t rank for many searches without it

Many business owners think that they can just write some website content for their website and then appear in search results. But this just isn’t the case!

You need to optimise your website content around relevant keywords (the words and phrases that people will type into Google to find you.)


Google keyword research seo

optimise your website content around relevant keywords



Without optimising your website content around well-researched keywords, you’ll only be found in Google for branded searches – i.e. when somebody types in your company name. However, this means that searchers will already need to be aware of your business to find you. You won’t be attracting new customers to your site.

Keyword research helps you find the keywords that tell your customers and Google what it is that you offer.

2. keyword research helps improve your site rankings

Ranking on the first page of Google for a search query is incredibly competitive. And any business owner knows that if they’re not ranking on page 1 for any searches, they’re invisible. – When was the last time you looked beyond page 1 of Google search results?

Keyword research finds keywords that lots of people in your industry are searching for. But it also finds low-competition keywords – ones that aren’t being used by too many of your competitors. Ranking for low-competition keywords with high monthly search volume means that your site has a better chance of ranking on the first page of Google for more Google searches.

Let’s look at an example of this. We recently worked with a fantastic retailer of ladies plus-size clothing based in Cheltenham, Tia-Tia. Originally Tia-Tia had based their homepage around the term ‘plus size clothing.’ However, this is an incredibly competitive search term, for which Tia-Tia ranked on page 5 of Google search results.

We instead decided to re-optimise the homepage around the phrase ‘plus size boutique’, a search term that sees plenty of monthly search, but that is used by far fewer plus sized clothing retailers. This made sure that Tia-Tia ranked as the 2nd result for the search, ‘plus size boutique’ in Google.



engaging content tia tia plus size boutique

use the right keywords to be found on google

3. keyword research helps attract more of your ideal customers

Keyword research also helps you to attract more of your ideal customer and win bigger business.

Are you getting too many ‘check-price’ enquiries, or low-value customers? Keyword research can help you to find the search phrases that your ideal customers are using in search engines. This increases the chance that your website will be found in Google by people that match your ideal customer profile.

Let’s say you own an artisan coffee shop. If you optimise your site around the phrase ‘coffee shop’ you might be attracting clientele who are looking for bigger chains like Costa or Starbucks. And some of these clientele might be turned off by the high price tag that comes with high-quality, bespoke coffee.


keyword research

attract the right customer



By optimising your site content around keywords such as ‘artisan coffee shop’, ‘hand-roasted coffee’ or ‘high-quality coffee’ rather than ‘coffee shop’ you’re more likely to be found by the customers who understand and appreciate the value of what you do. – Customers who are likely to want to spend more money on a premium service.

base your website on firm keyword research foundations

Don’t fall into the trap of not using any keyword research to form your site content. Without it, your website won’t rank in Google for anything other than your brand name. You won’t rank on the first page for any relevant searches, and you may also attract the wrong type of site visitors for your business.

Whether you carry this out internally or work with an external SEO provider, you should always use keyword research to build strong foundations of your site.

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Why You Should Hire a Professional Website Copywriter https://www.engaging-content.com/why-hire-a-professional-website-copywriter/ https://www.engaging-content.com/why-hire-a-professional-website-copywriter/#respond Fri, 13 Sep 2019 14:57:49 +0000 http://www.engaging-content.com/?p=214071 The post Why You Should Hire a Professional Website Copywriter appeared first on engaging content.


Why You Should Hire a Professional Website Copywriter

When creating or re-vamping a business website, it can be tempting to choose to write your own website copy. But we always think it’s best to leave it to the pros! Here are some of the key reasons why you should always hire a professional website copywriter for your digital content.

1. a website copywriter writes for SEO

The first and most important reason you should hire a website copywriter, is that a professional copywriter will optimise your web copy.

One thing we say time and time again to our clients: You cannot simply put any text on your website and expect it to rank well in search engines. This applies to website pages, but also blogs and articles.

website copywriter seo copywriter

A good copywriter writes with SEO in mind


A website copywriter, or an SEO copywriter, will undertake thorough keyword research to find the best keywords to use on your site. The keywords with high search volume and low competition.

They will then optimise your site with these keywords. This gives your website a far better chance of ranking on the first page of Google. And if you’re not on the first page of Google, you’re practically invisible!

2. You might be too close to your business

One thing we often find when clients ask to write their own website copy is that they’re simply too close to their business and their services.

Being at the centre of your business often means that you fixate on information that resonates with you. But for your website to be an effective sales tool, your information needs to be tailored towards your customers. And business owners who write their own copy often lose site of this.

At Engaging Content, our website copywriters hold research workshops with you to fully understand your brand, your services, your ethos and your unique selling points. They’ll also pull together keyword customer and industry research with customer research to make sure that any website information both reflects you accurately, and appeals to your customers.

3. A good website copywriter uses customer personas

Great copywriters use customer personas to make sure that your website appeals to your customers.

Creating customer personas involves profiling your ideal customers. These could be the customers that bring you the most income, or the ones you enjoy working with the most.

website copywriter customer personas

A good website copywriter always writes with your customer personas in mind


Website copywriters are used to writing with your customers and your customer personas in mind. They’ll tailor every single piece of website copy, including web pages, blogs and articles, so that it appeals to your target audience. This increases the chance that your ideal customers will find your site, and want to buy from you.

4. Website copywriters write professionally

Being a good business owner is often not the same as being an effective copywriter.

Copywriters hold themselves to strict professional standards. They’ll make sure there are no grammar or spelling errors, and also ensure that the text is easily understood by someone outside of your business.

And of course, most business owners write with great basic grammar and spelling! But good website copy is about more than this. Copywriters make sure that your text hits high readability standards. They’ll minimise the use of passive voice, keep sentences short, use proper paragraph length, and create catchy headings.

5. You might not have a content strategy

One thing that business owners get wrong when writing web content, particularly blogs and articles, is that they don’t write with a strategy in mind. When you hire a website copywriter, you should also ensure they are trained in content strategy and content marketing.

Simply writing blogs and articles at random is often a waste of time. Sure, you’ll have a database of content. But content is much more effective when organised into a clear strategy that encompasses planning, writing, and promotion.

content plan

Web copywriters use long-term content planning


Website copywriters should be able to advise you about a long-term content plan. This should set goals and metrics for your content which could be based around an increase in site traffic, more demo sign-ups, sales, or quicker sales-closing. And, they’ll include content analysis within their content plans to capitalise on what content performs the best.

Yes, content can be an effective tool to achieve all of this when organised into an effective plan!

Hiring a Website Copywriter

These are just 5 of the main reasons why you should hire a website copywriter. But quite simply, you should hire a copywriter because copywriting is their job. It’s what they do best.

You’d most likely hire a website developer, and a web designer, and a digital marketer to promote the site. And copywriting shouldn’t be any different. It takes a pro in each area to shape your site into an effective sales tool.

So, if you want compelling, SEO-ready, customer-tailored website content that hits high readability and grammar standards and is well-planned, then you should hire a professional website copywriter.

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Why a Business Website Is Like a Movie https://www.engaging-content.com/a-website-is-like-a-movie/ https://www.engaging-content.com/a-website-is-like-a-movie/#respond Fri, 13 Sep 2019 14:56:43 +0000 http://www.engaging-content.com/?p=214077 The post Why a Business Website Is Like a Movie appeared first on engaging content.


Why a Business Website Is Like a Movie

Okay, hear us out. We always explain to our clients that a business website is like a movie. Intrigued? Read more to find out why websites and movies should be treated in the same way!

a compelling story

Movie studios don’t create movies and hope they find the story as they go. Before filming even begins, there has to be a script with a compelling story.

Movies are effective ways to tell modern stories. They’re compelling and interesting. They have heroes that overcome challenges. And there’s always a motive behind every action!

story telling business websites

You should base your website around a well-planned, compelling story

You should treat your website in the same way. Plan your story before you start creating. Make your content compelling and interesting. Make your customers the heroes of your story and help them to overcome their problems. And make sure you give your customers the ‘why’ or the motive behind what you do, rather than just selling what it is that you do.

audience profiling

Movie studios profile their target audience so that they understand them. And then they create their content with this demographic in mind. – They don’t create the movie and then hope it appeals to their audience. They create the movie in an educated way to increase its reach and engagement levels.

A website should be no different. Before jumping into website creation, you should profile your ideal customers with customer personas to increase the success and conversions of your site. You can then use this research to tailor your website content so that it is much more likely to convert.

casting call!

Okay, so we’ve written a story, we’ve made sure we understood our audience, but filming can’t start yet! We need to hold our casting calls.

Movie studios find the most experienced and most relevant actors and actresses, as well as the best directors and producers. It’s all about finding the most appropriate people for the job.

movie casting business website

‘Cast’ the best people for the job when creating your business website

And this is also an important step when creating a website. You’ll need to accept that you simply can’t do everything yourself. You’ll need to hire a web designer, a developer, and a content writer to create the site, just to name a few necessary services!

Make sure you hire people that are right for the job, and that are a good fit for you and your company, just as if you were casting a movie!


Okay, so now you’ve finally filmed your movie. You’ve put together your movie clips and you’ve ended up with 5 hours of footage.

Movies have to be edited, often multiple times, to make sure the story comes across, the content grabs attention, the pacing feels appropriate, and that the audio and visual aspects of the film are spot on. – And don’t forget the digital remaster a few years down the line!

In the same way, you should never consider your website finished after the first edit. You’ll need to frequently revisit your website to ensure that your rankings remain high, your content continues to appeal to your audience, and your text and design is as effective as possible.

audience testing

The best movies create various versions of the movie to test on segments of their target market. After a rough cut of the movie has been made, crew members run test screenings of the movie.

Test audiences are invited to private screenings to watch the first cut of the movie. They are then asked detailed questions about the movie in surveys and focus groups.

audience testing market research

You should use audience testing for your business website

This is also a practice you should use in website creation and optimisation. Consider market research with segments of your customer base to get detailed feedback on how to improve your website and its content.

movie promotion

And of course, work doesn’t stop when the movie is finished and edited. Entire teams of promoters and marketers work to promote ticket sales, DVD sales and streams of the movie. Their jobs are to make sure that as many people see the movie and buy the movie as possible!

You should also take the same approach with your business website. Without promoting your website, how can you expect your ideal customers to find you?

You should work with a website promoter or a digital marketer to make sure that your website rankings stay high, and that your ideal customers know about your website, your content, and your services.

creating a business website – that’s showbiz, baby!

So, there you have it. All of the reasons why we believe business websites are like movies – and should be treated in the same way.

Just like a movie, you’ll need to:

  • Write and tell a compelling story
  • Research and understand your target audience
  • Find the best people for the job – you can’t do everything yourself!
  • Edit and re-edit – you’ll need to update your website many times
  • Test your website on your audience with market research
  • Promote your website by using digital content marketing strategies

And that’s how you end up with a business website that is more than just a list of your products and services. You’ll be able to create a website that resonates with your target market, that gains consistent traffic, and ultimately converts!

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10 of the Best Ways to Increase Website Traffic in 2019 https://www.engaging-content.com/10-of-the-best-ways-to-increase-website-traffic-in-2019/ Tue, 03 Sep 2019 18:00:44 +0000 http://www.engaging-content.com/?p=214032 The post 10 of the Best Ways to Increase Website Traffic in 2019 appeared first on engaging content.


10 of the Best Ways to Increase Website Traffic in 2019

We hear time and time again from our clients, ‘I have a brand new website. It looks great. It’s informative…Why hasn’t business improved?’ Well, it’s not a mystery. In this article, we talk about why you need more than just a website, as well as some of the best ways to increase website traffic in 2019.

why do i need more than just a website?

Well, that’s because, on its own, your website can’t generate the traffic, visits and ongoing engagement needed to make more sales and grow your business.

At Engaging Content, we like to think of websites like great movies. There’s so much that goes into a movie to make it perfect. Audience research, audience testing, design, story-writing, creating, editing and much more. But when the movie is completed, the work doesn’t stop. The movie then needs to be promoted to make sure that people know it exists, want to watch it, and eventually want to buy it.


Find out more about why we think websites are like great movies!

enagaging content websites are like movies

At Engaging Content, we always say websites are like movies!


And websites are the same. There’s so much that needs to happen, both on and off your website, before, during and after its creation, to make your site work in your favour.

So, let’s take a look at some of the best ways to increase website traffic in 2019.

1. seo keywords

The first thing you should work on to drive traffic to your site is to find appropriate SEO keywords.

You’ll need to find high-volume, low-competition keywords (words and phrases people type into search engines). And then put these keywords into the content of your website.

Perhaps the most important thing you should know about your website is that you can’t just put any text onto your website and expect it to rank in search engines. (Let alone on the first page of search results.)

If you want to be found in search engines for relevant search queries, you’ll need to optimise all of your website content, including copy, blogs and articles, around high-volume, low-competition keywords.

You’ll also need to regularly check in on your SEO results, and create new, optimised content on a regular basis in order to keep ranking well in search engines.

2. customer persona research

Another activity you should carry out is to research and create some customer personas. This will help not only increase your website traffic, but also increase the quality of your website traffic.

Customer personas are semi-fictionalised representations of your ideal clients. In order to create a customer persona, you’ll need to essentially profile your ideal customers. Research and write down all of their needs, goals, problems, lifestyles, and buying behaviours.

customer personas engaging content

profile your ideal customers with customer personas


Then, once you’ve collected this information, you should tailor all of your website content, as well as your marketing and advertising efforts, towards these ideal customers. This makes it much more likely that your ideal customers will be drawn in by your content, make a purchase, and become a loyal customer.

This should ideally be done before you start work on your website. But it can be done to refresh existing websites. And you should remember to revisit them on an ongoing basis to ensure they stay relevant.

3. optimise your site

Once you’ve carried out proper research, you can then optimise your site. Whilst site optimisation does not bring a direct increase in website traffic, users are more likely to recommend you to others if they find your site easy to use, helpful and interesting.

This involves making the site as functional as possible for your visitors. You’ll need to make sure that your site loads quickly, and functions properly – that there are no broken links, broken pages or missing content.

You can also optimise your site design to make sure that it resonates with your target audience and that your site design works with your content to interest your visitors, not put them off.

Also, pay attention to the user experience of your site. There should be a clear and direct pathway that leads website visitors to the crucial information and purchase pages. Once a visitor lands on your website, they should easily be able to navigate your site pages. And there should be plenty of features to keep them interested and persuade them to visit more pages.

4. user test your site

Don’t be afraid to carry out some user testing on your site!

Sit with people that match your ideal customer profiles and get their feedback on the site. You’d be surprised how much information you can get simply by asking for it.

market research user testing engaging content

don’t be afraid to ask your customers how they feel about your site


It can be best to use an impartial market research agency to ensure participants are do not feel compelled to only answer positively.

5. paid advertising

Of course, you could also consider paid advertising as a way to drive traffic to your website and increase brand awareness.

These could come in the form of

  • Google ads
  • Social media ads
  • Print ads

Basing your ads on customer persona and keyword research will give your ads the best return on investment, and make them work harder. This will help you to understand which advertising channels your customers engage with, as well as the messaging and imagery to use within the ad.

Online advertising also currently offers businesses more tailored options than ever before. If you understand the profile of your ideal customers, you can use Facebook and Google to show your ads to people who meet this criteria.

6. social media

SMEs often underestimate the importance of social media for their websites and their businesses – especially when it comes to increasing website traffic.

And while a large and loyal following on social media might not directly increase your website ranks, it does drive warm traffic to your site. You should be regularly sharing interesting, helpful and relevant content on your social media.

social media marketing

drive traffic and engagement with social media marketing and content sharing

But you should avoid making every post a sales pitch to avoid putting people off. Just focus on providing value to your followers, and you’ll build a loyal customer base that visits your site regularly.

We managed to increase the visibility of one of our recent client’s sites by 2-3% every month through only sharing a variety of content on her business Facebook page.

7. backlink generation

Another important activity that increases website traffic and site rankings is backlink generation.

A backlink is when another website links to your site. And this is one of the number one factors that Google uses when deciding which websites to rank highly.

BUT – you should remember that these backlinks need to come from an authoritative and reputable site, not a spam site, to give your site more authority with Google.

To generate backlinks for your site, you could try guest blogging, content promotion, news and media features, or even the broken link method. This involves finding broken links on websites your industry and reaching to the website owner. You can then suggest that they replace the broken link with a piece of relevant content you’ve written. The Check My Links Google Chrome extension is a great, FREE way to find broken links.

8. content production and content marketing

You’ll also need to factor in ongoing content production and content marketing. Content marketing, often associated with inbound marketing, is one of the best and most cost effective ways to drive traffic to your site.

This involves writing regular, relevant and high-quality content, based on topics your personas are interested in, and optimised around high-volume, low competition keywords. And it often involves creating a free, downloadable content offer, such as an ebook, which requires users to give their contact information in exchange for the download.

increase website traffic with content

increase website traffic with content


This content shouldn’t always be geared around a sales pitch. You should focus on adding value to your readers. Each new blog is a new page that ranks in search engines, spreading your digital web and creating more ways that people can find your website. And providing value to readers in the long-term builds trust and brand loyalty.

Then you can focus on promoting this content on social media, on your website, and with paid advertising.

9. promote other people

But wait! isn’t it counter-productive to promote other people! Isn’t this article about promoting yourself? Won’t this give business to your competitors? But there are plenty

Not necessarily! There are plenty of ways that promoting others in your industry can drive traffic to your site.

Consider asking another authoritative source in your industry to write a guest blog on your site. They’ll no doubt want to promote this on their own channels, which will lead their followers to your site.

Or, you could interview a thought leader in your area. You’d be surprised how many people will happily provide you with an interview. This then allows you to effectively ‘piggy-back’ off of the searches and traffic related to their name and their brand.

Alternatively, you could write a review for a product or service you use to run your business, which includes a link back to your website. The company you’ve reviewed may even link to your site, or share/retweet your comments if you’ve reviewed on social media. This makes their followers aware of your company and your website.

10. use data to improve

Lastly, when trying to increase website traffic, it’s important to continually use data and insights to improve.

Using reporting and analytics tools such as Alexa, SEOmonitor, and Spyfu (some of our personal favourites here at Engaging Content) will analyse your SEO and paid advertising efforts, as well as your site visibility and rankings.

increase website traffic with data

Use data and insights to continually increase website traffic

You can also use tools such as Hotjar to analyse the user experience of your visitors and optimise the design, layout and content of your site.

And of course, you could also consider carrying out some market research or user testing to find out how users actually engage with your site.

Whichever method you choose, it’s important to regularly check in on your site performance and data, as this will tell you what’s working and what isn’t. Allowing you to optimise and improve on a regular basis.

need help to increase website traffic?

Increasing site traffic can be a difficult process. You need to take into account both on-page and off-page activities, as well as using data to continually improve.

If you’re too busy focusing on your business, and you don’t have the in-house capability to carry out this work, why not get in touch with Engaging Content today?

We’re a small but dedicated team of web designers, developers, content creators and digital marketers based in the centre of Cheltenham. We’re passionate about helping business owners to grow their digital presence and get the website traffic they deserve!

The post 10 of the Best Ways to Increase Website Traffic in 2019 appeared first on engaging content.

engaging content launch night https://www.engaging-content.com/engaging-content-launch-night/ Mon, 01 Jul 2019 21:48:18 +0000 http://www.engaging-content.com/?p=214306 The post engaging content launch night appeared first on engaging content.


engaging content launch night

We officially launched Engaging Content and moving into our new office in central Cheltenham. With bubbles, canapes and lots of lovely people a great night was had by all.

new offices

Engaging Content [ formerly Twice Creative are located in central Cheltenham. Our new office also houses Alex Mac Creation with an in-house photography space.

Creating ‘engaging content’ means we need a creative space to be creative! Our aim was to setup something stylish and engaging whilst reusing and recycling where we could.

We are delighted with the result and the feedback from both the launch party and our clients is that it is a great space that resonates well with us.

visit us!

Pop in for a natter and a cuppa and see how we can help you. We are located at 93 St Georges Place, Cheltenham, GL50 3QB.

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