All I want for Christmas for my business is – well, a whole list of things really. A useful gift for any small or medium business could be to increase its business presence. There are many hidden gems that can go unnoticed, whether it is a superb hospitality venue, a tourist attraction, incredibly unique or luxurious accommodation, or a unique product or service.
As a serial entrepreneur I, like many other companies I know, put a lot of effort into making my product or service perfect, and then hopefully, just hoping that I was noticed by them. good people. I’ve learned that it can take a while to build that reputation and market presence you deserve. The moment I can sit down and let the phone start ringing or the e-mail box start sending requests. In the Highlands there are so many great businesses that it can be difficult for every business to stand out from the crowd.
A common misconception and one that I’ve fallen for on my own is that when building a web presence (either through a website or Facebook page), it’s pretty much cheap and cheerful. Use a free toolkit or the services of a tech friend and provide photos taken on my phone with a little supporting text to go with it – the job is done.
But how do you do drive online traffic to your website or other social media platforms?
The truth is, when it comes to internet presence, the amount of investment that big companies (especially reservation agencies if you offer vacation accommodation) are making in ranking on Google makes them very difficult to outperform. However, the good news is that you don’t have to beat them. You just need to be seen! … Ideally on the first page of a Google search.
Without getting too technical, it comes down to the strength of your SEO (Search Engine Optimization) and more specifically how Google views the quality and usefulness of your website.
A common mistake business owners make, and I include myself in this category, is filling a new, beautifully designed website with old content or writing the content themselves. I’m so glad I met Justin Hendricks from Mind Trick Copywriting before investing in my internet presence for my own businesses. Check out my websites: www.technacom.com and www.theoldschoolhouse.uk. In fact, a professional copywriter like Mind Trick Copywriting is who you need to talk to when writing essential content for your website. A copywriter / content writer trained in SEO copywriting will work with a web designer (I used MacKenzie Business Solutions) to write rich, engaging content for SEO and use UX (user experience) tactics to ensure that Google considers him a quality and user-friendly and recommends him to searchers. Ultimately, pushing it up the rankings and increasing its visibility.
What does this mean for your business? Once you are more visible to Google, you rank higher and become more visible to your customers. The more you are seen in searches, the more organic traffic is directed to your website, the more direct revenue is generated, and for accommodation providers, that means less commissions are paid to booking sites. So if you are currently taking reservations through booking.com, Expedia, TripAdvisor, Airbnb, cottages.com or any other OTA (online travel agency) using the iCal system, why pay more commission to these organizations than necessary when you can you minimize your commission payments by accepting direct bookings on your own specially configured website using search engine optimized (SEO) copywriting and user experience (UX) enhanced content?
For more information on Mind Trick Copywriting, visit www.mindtrickcopywriting.com or contact Justin Hendricks directly at: [email protected]
Before you decide to grow your web presence, it helps to understand what you want to achieve and the key messages you want to get across about your business. This is where I can help as a business advisor. I can help you understand the key strengths and weaknesses of your business along with unique selling points and enduring brand position, while supporting you with key goals and objectives.
If you would like help and advice on how to improve your business performance or develop a clear business strategy, contact Julie MacLeod at: [email protected]