desk setup

Apps That Save Small Business Owners Time, Money and Energy

How often do you find yourself trying to wear all the hats in your business? As a small business owner, you’re often your accountant, admin team and marketing department all rolled into one. Oh, and you also have to run the business, too! There are plenty of mobile apps available to help business owners like you free up some time and make life a little easier. eSEOspace recommends the following.


An App for Making Your Products Dazzle

When it comes to showing off your products, photographs make all the difference in the world. A poorly-lit and ineffectual image gives a bad impression, and could mean a lost sale.


Apps for Social Media and Marketing

As much as you might wish it would, your business won’t advertise itself. Maintaining a social media presence and putting together a solid marketing strategy can be a full-time job in itself.

Mailchimp is an email marketing tool that allows you to write and send targeted emails to customers. Use it to easily let people know about any offers you have on or notify customers when something is back in stock.

OptinMonster points out that all of the main social media platforms also have easy-to-use apps. Being able to access them from your phone can help you to manage your accounts while on the go.


Apps for Bookkeeping, Accounting and Payroll

Keeping your accounts compliant and up to date can be a long and laborious task, especially where it’s not your specialty. As your business grows, it will be important for you to have a system in place to help you stay organized in the easiest way possible.

Using a system like QuickBooks Enterprise will help you to keep track of sales, invoices, stock and more — and ERP: efficient enterprise resource planning can be the hot ticket. The software is robust enough to make sure you have everything you need while also being really user-friendly. You will have comprehensive oversight of your accounts at your fingertips, as well as the ability to make tailored reports and integrate with a wide range of other software so you truly provide for the needs of your growing business.

If you employ staff or use freelancers, you will also need a payroll system. QuickBooks has all the payroll services you will need and fully integrates with your other QuickBooks products. You can make unlimited payments to staff with next day, or even same day, deposits. Employees can also view their pay stubs and see what vacation day balances they have available.

Wave is another app that is designed with freelancers and small businesses in mind. The intention behind Wave was to encourage small business owners to feel empowered to manage their finances and to not be afraid of it.


Apps for Project Management

Keeping yourself organized when you have multiple projects on the go at once is tricky. This is where having a good system for project management is essential. With Basecamp, you can assign projects to both yourself and your employees while keeping track of them on the dashboard in the app. You can assign projects a due date and add any comments where you need to.


Trello is similar to Basecamp in that you can assign tasks to people and manage them with cards on a dashboard. Trello also automates a number of tasks to help save you time. For example, add recurring tasks that need to be completed on a weekly or monthly basis.


Apps for Video and Messaging

When running a business, you need to be able to contact your employees in real-time, especially when you need something urgently. According to Sherweb, Microsoft Teams offers a suite of services, including videoconferencing and instant messaging. As it is powered by Microsoft, it is also easy to share and access applications like Word and PowerPoint within the app.

Slack is another app that can be used for free in helping you to maintain communication with your employees. Use it to send instant direct messages and for larger group conversations. It can also be used to message people outside the company and is therefore good for building customer relationships.


To Conclude

While you may be responsible for holding different roles within your small business, make the process so much easier on yourself by using some of the above apps. They can help you with your day-to-day operations and also in scaling and growing the business, too.


[Image via Unsplash]



person using laptop for graphic design

5 Things You Must Do Before Hiring a Web Designer

Having a website in today’s economy is essential for the success of your business. You likely already know that one of the top boxes to check in your business plan is to advertise your website wherever and whenever you get the chance — it not only serves as your 24/7 calling card, but it contains vital information that consumers need to learn about your product or service in order to initiate a transaction.

But how do you go about hiring the right web designer for the job? You need not look further than the eSEOspace services in web development, optimization, and more. Here’s an additional primer on hiring a web designer.


Lockdown your payroll

Payroll is how you pay employees and report state and federal taxes. It can be a complex state of affairs if you tackle it on your own, but getting a clear picture of the steps involved can help you make the process easier.

Employing a reliable payroll service is essential for the smooth running of a business. The right payroll system will help you with time tracking to simplify team management and employee timesheets. It’ll also include software integration, real-time reporting, and the ability to interact with the interface on the road using a mobile app.

By ensuring your payroll is on point, you’ll be in a better position to hire new employees, including a new web designer.


Know what you want

The world of web design and development is a varied one. Not every developer is going to know every coding language, for instance. For this reason, it’s essential you know what skills your project requires before you start the hiring process.

Are you building an app? Perhaps you’re developing an e-commerce site? Each of these will require vastly different skill sets.

If in doubt, seek the advice of a professional. At the very least, you ought to know what platform and languages you’re building in and even the plugins used if any. You should also understand whether you’re looking for a flat designer or a design/dev multi-tasker. Once you have this locked down, you’ll be in a better position to hire a web guru.


Know your budget

There’s no set budget for web design work. It’ll all depend on the scope of the work, what languages you’re building in, how extensive the design is, etc. That said, you ought to have a ballpark figure of what you want to spend on the project. You should also ensure that that ballpark is enough to get you quality work.

In the world of web design and development, you get what you pay for. When budgeting for your project you must keep this in mind. If something seems too cheap to be true, it likely is.


Know where to look

There are a number of marketplaces online on which to search for web designer and developer talent. However, they’re not all made equal. Before you start your search for a web designer, ensure you’re searching in the right places.

Do some research into the different marketplaces. Figure out where reputable designers and developers frequent and concentrate your efforts there. Your eventual hiring of a reputable worker will be the best reward.


Hire the right web designer for the job

Hiring a web designer is no easy feat. You must know the work, your budget, your payroll, and more. This doesn’t mean it’s impossible. With these five tips, you’ll be well on your way to hiring the right web designer for your needs.

Contact eSEOspace now to request a proposal for your project!


Do your ideas need some refinement? The marketing and design consultants at eSEOspace can help bring your ideas to life! Contact (805) 500-3736 or email us at

[Image via Pexels]


An illustration of business success, progressing from “idea” to “planning”, “strategy”, and “success”.

How to Choose the Best Marketing Strategy for Your Business

A white wooden chess piece facing black ones.In today’s thriving digital marketing landscape, there’s an array of marketing strategies, plans, and tactics to consider. More so than ever before, different strategies employ different tactics to help businesses reach their desired outcomes. However, it’s this wealth of choices that may leave you undecided – marketing decision fatigue, in a sense. With that in mind, then, let us use this article to lay down some fundamental questions. Going through them will help you choose the best marketing strategy for your business and its unique goals and needs.



Marketing strategy vs. marketing plan vs. marketing tactics

But first, let us briefly untangle and distinguish those 3 terms. They frequently see somewhat interchangeable use, which, while convenient, rarely helps in a practical sense.

In brief, these terms do relate, but each refers to a specific aspect of the marketing process:

  • A marketing strategy defines a business’s goals, and juxtaposes objectives with resources. It pinpoints the tactics it will use, and sets the foundation for a marketing plan.
  • A marketing plan, then, puts the strategy’s theory into practice. It maps out the exact tactics it will use, in adherence with the established overall strategy.
  • Finally, marketing tactics are specific, individual tactics a business takes up to achieve its goals. Those can range from Search Engine Optimization (SEO) to Pay Per Click (PPC) ads and anything in-between. Moreover, they may expand to on-page practices such as Conversion Rate Optimization (CRO), Landing Page Optimization (LPO), and so forth.

Using those definitions should help clarify that your exact tactics should always adhere to your strategy and plan. Put simply, you cannot have a solid plan without a sound strategy, or pick tactics that don’t explicitly serve both.


How to choose the best marketing strategy for your business

An illustration of business success, progressing from “idea” to “planning”, “strategy”, and “success”.

Now we may delve into the fundamentals of building your marketing strategy. To do so, we will pose a series of questions for you to answer, leading you to optimal choices.

1. What are your goals?

As highlighted above, no two businesses need to follow the exact same strategy. Rather, your unique goals, resources, circumstances, and timetables will determine the optimal route for you. Thus, the very first step should be to establish S.M.A.R.T. goals – namely:

  • Set specific goals; pinpoint exact desired percentages, phrase them in unambiguous terms, and so forth.
  • Ensure you can measure your efforts’ success; identify specific Key Performance Indicators (KPIs) to track your progress.
  • Set goals that are achievable; consider your budget, market position, and so forth.
  • Keep your goals realistic; keep your current framework of operations in mind.
  • Time-bound. Set specific deadlines for your goals; this will help you gauge your strategies’ success regarding time.

Simply examining your goals under this lens should help steer your strategy in the right direction. Moreover, it will be of immense help in the steps to follow.

2. Who are your audiences, and what do they need?

With your goals in hand, you may now identify your audiences. Understandably, to choose the best marketing strategy for your business, this step is crucial. For the sake of simplicity, you will need to answer 3 key questions here:

  • Who are your audiences?
  • What do they need?
  • How can you best reach them and address their needs?

These questions do relate, of course, but require different approaches. First, to pinpoint your audiences, you may begin by using such tools as:

  • Google Analytics
  • Social media audience insights
  • Website analytics tools such as heat maps

Then, you may use analytics to inform customer segmentation and deduce their exact needs. Customer segmentation will typically split customers into actionable groups based on such factors as:

  • Demographics
  • Psychographics
  • Behavioral
  • Needs-based
  • Value-based

Finally, the two fronts will converge to determine your audiences’ needs and the optimal way to reach them. Consider, for example, social media platform demographics; different races, genders, and age groups dominate different platforms. Thus, your choice of platform, your copy, and your overall marketing approach will need to adhere to your findings.

3. Who are your competitors?

Next, you should identify who your competitors are. This step is equally crucial, as it ties into your S.M.A.R.T. goals as regards “Achievable” and “Realistic” goals. Moreover, competitor insights also fuel S.W.O.T. analyses; Strengths, Weaknesses, Opportunities, and Threats.

In this regard, consider such questions as the following:

  • Do you have local competitors? Local businesses will typically need to focus on Local SEO, and thus, Google My Business (GMB) and Google Maps marketing.
  • Who are your digital competitors? Not all digital competitors may belong to your specific field. For example, as regards SEO, professionals of other fields may be targeting similar keywords as you.
  • What can you learn from your competitors? Your competitors’ successes and failures may offer invaluable, actionable insights for your strategy to benefit from.

Fortunately, there are multiple ways to acquire such insights to help you choose the best marketing strategy. From simple Google searches to marketing agencies’ services, options abound. Examples of tools to get you started as regards SEO would include:

  • Google AdWords Keyword Planner
  • SEMrush
  • WooRank
  • Ahrefs
  • SpyFu

What’s more, many such tools will also typically offer other SEO benefits for your website as well.

4. How will you measure the success of your marketing strategy?

Finally, returning to the “Measurable” component of S.M.A.R.T. goals, you will need to pinpoint your digital strategies’ appropriate KPIs. The metrics you should pay attention to will vary depending on your exact tactics but will typically include:

  • Website metrics
  • External KPIs, such as social media metrics
  • Campaign-specific cost and conversion metrics

To address these in order, then, website metrics should typically include:

  • Website traffic; how much overall traffic are you getting?
  • Traffic by source and type; where is your traffic coming from? How much of your traffic is organic, paid, referral, and so forth?
  • Sessions; how many unique sessions do you get per day? What’s the average session duration?
  • Pages; how many views do individual pages get? Which are your most and least visited pages?
  • Exits and bounce rates; where do visitors typically exit your website from? How many visitors bounce, and where can you attribute this to?

Then, as regards external KPIs, you may consider the following:

  • Impressions; how many people see your ads for any given campaign?
  • Social reach and engagement; as regards social media campaigns specifically, how many people see your content? More importantly, how many engage with it, leading them down your sales funnel?
  • Email open rates; as regards email campaigns, how many people open your emails? Can your aforementioned insights augment your open rates?

Finally, you may consider such invaluable cost and conversion metrics, regardless of your tactics, like:

  • Click-Through Rate (CTR); how many of your impressions lead to actual clicks?
  • Cost Per Click (CTC); how much does each click cost you?
  • Cost Per Conversion (CPC); given your conversion rates, how much does each successful conversion cost you?
  • Cost Per Acquisition (CPA); how much does the overall acquisition of a new customer cost you?
  • Return On Investment (ROI); given all of the above, how much is your strategy’s overall ROI?

Evidently, then, the importance of “Measurable” goals cannot be overstated. Only if your goals are clearly defined and readily measurable can you effectively pinpoint, analyze, and use such metrics. Fortunately, between marketing tools, platforms, and agencies, there is a vast array of options in this regard as well.



To summarize, it’s far from easy to choose the best marketing strategy for your business. The process takes due diligence, planning, and research. First, you will need to establish your exact, unique, specific goals. Then, you will need to identify and analyze both your audiences and competitors, settling on seemingly optimal tactics for both. Finally, you will need to consistently gauge the success of your chosen strategies, and adjust them accordingly over time. Hopefully, this article should help you through the process as you make this crucial choice.



About the author

James Jacobson is a freelance digital marketer, copywriter, and web developer in the making. As an SEO practitioner, he has collaborated with dozens of local businesses over the years, helping them acquire meaningful traffic.




Creative Ideas & Branding Tips for your Business

In a tough and competitive market, your startup simply cannot exist for a long time unless customers trust your company. Branding is all about building the trust for your products or services among your target audience. Creating a unique brand that stands out requires you to have creative branding ideas and tips that are special so here’s a list that will set your business apart from the established brands. 

  • Discover your archetype

Psychologist Carl Jung has defined the concept of archetype as defining your brand on recognizable characters from popular fables, folklore, and novels. The world’s most popular brands have used and applied Jungian psychology as a brand strategy to make it easy for their target audience to remember their brand. Creating a notable archetype for your brand can help you create a compelling and immersive story around your brand identity.

  • Make your logo personal and enticing

Your business logo is the face of your company in your target market. Logo is a part of your building exercise and if it is merely a casual drawing, all your branding efforts will go in vain. Not only should your business logo be top-notch but also omnipresent! Don’t be afraid to use your logo absolutely everywhere. The only way to sell a product or service in greater volumes is if your brand has a logo that can be recognized by everyone.

  • Establish your social media positioning and strategy

Social media presence is important for startups and small businesses. Social media sites such as Facebool, Twitter, Instagram, and Pinterest offer startups a wide range of opportunities to tap into a large pool of potential customers. By creating a social media page, you can have a marketing channel free of charge! Small budgets and fully customized campaigns on social media platforms can help build brand awareness steadily.

  • Curate a personalized concept and content

Customers embrace brands that make them feel important and valued for their unique personalities. When dealing with hundreds of thousands of customers, you need to be creative with your concept and content personalization. Creating a personalized experience for your audience is the key to unlocking more engagement, lead, sales, and trust. Content personalization isn’t just a smart marketing strategy but an emerging norm. Personalization goes hand in hand with social media as with any platform where you’re offering your content. It starts with making sure of optimized images for Facebook before sharing it on Twitter, ensuring the right sizing, and even altering the content when needed.

  • Connect with brand influencers

Among brand influencers, there are those that create content relating to one specific industry. For example, Youtubers and Tiktokers who review cosmetics and make-up products. Selecting the right influencers to approach promoting your brand is also very crucial. It allows you to reverse engineer and offer a piece of content that will be an appealing bargaining chip to them. Try to get creative with locating and connecting with individual influencers and team up so you can get more exposure to a huge number of people and potential new customers. 

  • Start blogging about your business

One of the best branding ideas is to blog about your business as your blogs will project you as an authority in your business and industry. Make sure that your content solves the problems related to the products or services your industry sells. Give an updated and supported information to your readers so that they will find your blogs useful. An example of a best practice is to make sure that your blog design can accommodate a good mix of text and visuals such as images, videos, and infographics whenever required. An interesting and engaging content will attract more potential customers and this will immediately build and gain business trust.

  • Embrace online and email marketing and banner ads

Most businesses usually neglect the significance of a good email campaign or a banner ad. Professional email designs with the proper paragraph payout and images can be used to deliver all the relevant information straight to people’s inboxes. This goes the same with flooding the web with your banner ads that must stand out for its unique use of colors, images, text, call to action buttons, and other features. Another great reason why taking your outreach to online marketing platforms is because of keyword search. You can easily find keywords dedicated to your niche market which can help you build content with more effectiveness, efficiency, and success. Another thing to note is that the variety of your graphic designs such as logos, brochures, business cards, and websites are all important to branding.

  • Pay attention to your packaging

Packaging design for product-based businesses must be the center of attention and a memorable piece of your graphic design work as this is the first thing that will draw the attention of potential customers. If there is a mismatch in the packaging design and concept of the products you make, customers will automatically lose interest. A wrongfully done packaging discourages people from buying the product solely because of a poor presentation. Do not treat your packaging and label lightly as this will massively affect your established branding presence. 


As a generally good rule of thumb for life as it is, not just business and brands – authenticity and consistency will get you where you deserve to be. When your brand has consistent imagery, design, messaging and values, it facilitates effective communication. Consistency is what helps your audience choose you over all others. Align your creative branding ideas with your values, your own person, and with who you really want to be. Do what you do best. Adapting to your customers is good but consistency and authenticity gets recognized. Contact us today to learn more.


About the Author

JanineJanine is a Social Media Manager based in the Philippines who aspires to consistently develop her skills with content creations by focusing on the important elements of graphic designing and keeping up with current social media design trends. As a writer, words come naturally to her in forms of metaphors and idioms which strikes as a great wordplay with each blurb, blog, or caption.

Web Development

All About Web Development

Web development is the leg work that happens behind the scenes to make the magic, that is your website, come into fruition. It involves the development and maintenance of websites to keep them up and running in tip top shape. Scroll down to learn about the key things that you need to know in web development.


How Web Development Works

Web development is the building and maintenance of websites; the work that happens behind the scenes to make a website look great, work fast, and perform well with a seamless user experience. It involves collaborating with a team that helps to coordinate the client’s needs into the end product. The client could be a tech company, an organization, or a government. The work could involve front-end, back-end, or full-stack web development. In this modern world of tech, when everything is online, every business must have a website to showcase their work and promote their business.


What are 3 types of web developments?

Web development is an all-encompassing term that describes how websites are made and being run to maintain its functionality. However, web development can be further classified into three types. These are: 


Front end developer

Front-end developers are responsible for a website’s look and feel. They should have a creative mind, and should be well-aware of the latest design trends.

Back end Developers

A back-end developer creates and maintains the web server, application and the database which allows the front end of the website to operate.

Full stack developers

Full stack developers should be knowledgeable enough to work on both the front end tech and the back end tech. They have an understanding of how the web works at each and every level.


What are the important things in a website?

There are a couple of different things that you should take note of when developing a website. First, to be able to gain interest from your customers, the colors, typography and the overall design should be unique. Your website should tell what you do at a glance. If this does not do it, then your design is ineffective and may need some adjustments to be not just appealing, but informative as well. Besides the look of the website, you must also ensure that the content is well written and easy to understand for those who wish to browse through it and know what your website and the products and services that you offer is all about. Your website should contain your contact information on every page as well, to easily remind your customers and clientele on how to reach you at a moment’s notice. Another important thing that you should consider is your domain name. The domain of your website should be short and easy to memorize for better customer recall. You should also be sure that there aren’t any broken links present on your website. If you accept payments then your website should be secure and users’ payment info should be safe. Lastly, your website should also be responsive, as many people use their smartphones to access the web.


What makes a successful website?

It all begins from photoshop web design until its conversion into a fully functional html website. A pixel perfect website is quite indeed extraordinary. However, we believe that a website that is functioning and displaying well across different platforms and devices is much more important, as your website visitor will have the opportunity to explore and find interesting services or products in your website, which can turn into leads and become your potential customer.


Why is it important to have a user friendly website?

These days, a strong Internet presence and a user-friendly website will give you and your customers an effortless and pleasant experience. With the help of SEO and a user-friendly website, your website will get good rankings with Google and for sure, you will  be able to attract a lot of possible clients.


How To Find A Good Company for Web Development?

In choosing the right company for you for web development,  you first need to determine what kind of website you want to make. After this, you can then start looking for web development companies that can service your field of business or cater towards your area of expertise. Second, consider factors for all the costs! Third, consider the development time frame. Lastly, find a web development company that offers support for any changes that you want to make on your website. Trust us, this is important. 

Contact us today to learn more.

People around a wooden desk, examining papers with graphs and pie charts.

Beginner’s Guide to Conversion Rate Optimization

Digital marketing is by no means a field that’s easy to master. For many, the sheer amount of different terms that relate to it can be demotivating and discouraging. Still, it’s an imperative in this highly digitized, highly competitive marketing landscape. Of course, having a website is vital, but it does not suffice for an optimized online presence. As such, let us devote this article to exploring a justifiably famous practice; conversion rate optimization.

Defining conversions and conversion rates

Initially, let us define our terms. Conversion rate optimization is quite a complex topic to explore, even at a cursory glance, without some solid definitions.

Conversions, in brief, refer to desired actions that visitors take on your website or marketing material. They don’t strictly refer to completed purchases specifically, although they are lucrative, coveted conversions. Instead, conversions may include any action that benefits your business or pushes visitors further into your sales funnel, such as:

  • Filling out a contact form
  • Subscribing to a newsletter
  • Signing up for a trial
  • Downloading free resources
  • Clicking on a link or engaging with media content
  • Adding an item to a cart

In turn, conversion rates refer to the percentage of visitors who convert – using the above definition. This is why conversion rates are so significant and why conversion rate optimization holds so much merit. It provides an alternative to increasing traffic to drive sales; it focuses on interaction quality instead of quantity.

Calculating conversion rates

To further demonstrate this benefit, let us briefly delve into how one calculates conversion rates. The formula is fairly simple:

(Leads ÷ visitors) x 100 = conversion rate %

So, as an example, suppose your website has an average of 10,000 visitors. Of them, 250 convert. In that case, your conversion rate would be (250 ÷ 10,000) x 100, or 2.5%.

To increase conversions, then, you would have two options:

  1. Increase your visitors, or
  2. Increase your leads.

While increasing visitors is, of course, a worthy goal, it often costs too much to be the primary focus. That is what conversion rate optimization offers; a focus on increasing leads instead of visitors, with a lesser cost.

Website conversion rate optimization practices

Having highlighted the concept of conversion rate optimization, let us delve into exact practices that aid it. However, since this article is only meant to familiarize with the subject, we will only touch on the basics for simplicity and text economy.

#1 Website speed optimization

The very first contact a visitor has with your website is, in a sense, not even on your website itself. Rather, it’s on the loading screen before it.

It’s no secret that loading speeds can massively impact bounce rates, in turn affecting conversion rates. Google’s own research stresses this very clearly:


A graph that explains how page load speeds correlate with bounce rates.

Source: (

As such, the very first conversion rate optimization practice many marketers will discuss is website loading optimization. Practices that can help achieve faster loading speeds include the following:

Image compression

While high-resolution images offer excellent visual quality, they also come in a considerable size. Typically, keeping image sizes under 100kB is a safe initial compromise – given that one’s tools don’t sacrifice too much quality.

HTTP request reduction

Similarly, a high volume of HTTP requests can visibly slow down a website. The most frequent practice to address this is HTTP compression; consolidating many smaller files into a single larger file. Other solutions may include using CSS sprites where possible and simply reducing page images on content-heavier pages.


Finally, caching pages allows visitors to receive static pages more quickly than waiting for dynamically generated ones. Fortunately, many caching tools exist today and can facilitate this practice.


#2 Design improvements

Once visitors have made it to your website, their next impression hinges on your design. Indeed, design affects readability, visual satisfaction, and perceptions of value. To say that good design is important for conversions is an understatement; it’s what frames your identity and proposition.

Among many design improvements, those that most strongly inform conversion rate optimization are arguably the following:

  • Readability; is content properly formatted and scannable?
  • Clutter; are secondary visual elements drawing attention away from valuable portions and CTAs?
  • Mobile-friendliness; is your design concise enough to facilitate easy mobile navigation?
  • Above-the-fold; are cornerstone content and valuable CTAs placed above the fold for quick access?
  • Aesthetics; do your aesthetics properly communicate your brand’s image and inspire confidence?

These and other web design fundamentals can significantly impact conversion rates.

#3 Copy refinements

On a slightly different front, copy itself plays a key role in conversions. Search Engine Optimization (SEO) rightly holds that “quality is king”, and the reason for this is self-evident. Your copy needs to offer value to your audiences and resonate with them, or they will resist converting.

Copy refinements typically overlap with SEO since SEO itself seeks to increase search engine visibility and enhance engagement. As such, many of its best practices also see use in the context of conversion rate optimization. These include, but are not limited to, the following:

Keyword research

Keyword research is the foundation of content creation, so it typically offers plenty of room for error. Copywriters may chase highly competitive keywords, overlooking long-tail keywords that may offer a better return on investment (ROI). Conversely, they may build content around keywords that do offer value but don’t necessarily resonate with their intended audience.

Keyword placement and keyword density

Similarly, awkward keyword placement and forced keyword density can both drive visitors away simply because such content appears inauthentic. Thus, a very simple improvement is to naturally spread keywords apart and keep density proportional to content length. Roughly one keyword for every 250 words of text is a safe rule of thumb.

Style and tone

Finally, on the subject of resonating with audiences, a highly subjective improvement lies in tone and style. Some marketers will argue that a strict, professional tone is always preferable. Others will insist that approachable, modern tones are demonstrably superior. The truth seems to lie somewhere in the middle; different tones work for different audiences. For better or worse, however, only precise audience analytics will help reveal the optimal choice in this regard.

#4 Calls to Action (CTAs)

Finally, the penultimate factor of conversions lies, of course, in CTAs themselves. CTA buttons are your direct, literal call to action, and thus they need to be impeccable.

CTA refinements are likely too many to list thoroughly. As an initial exploration, however, you may pay attention to the following:

Ensure visibility and readability

As highlighted above, CTAs need to be clearly visible and highly readable to serve their purpose. Among the most common mistakes with CTAs is, in fact, not making them appear clickable enough. As such, you should ensure your CTA placement attracts the eye, with no visual clutter to obscure it. Similarly, your CTAs’ colors, fonts, and other elements should absolutely ensure readability to help entice clicks. Visual clarity is half the proverbial battle in this regard.

Highlight value

Similarly, CTAs will best attract audiences if they can offer demonstrable value. In this regard, consider simply highlighting that a free resource is, in fact, free. “Download your copy” does not clarify a lack of price, while “download your free copy” does. Similarly, transactional CTAs can simply promote their product in terms of value; highlight what you offer to incite conversions.

Incite urgency

Finally, CTAs can incite urgency where appropriate to increase perceived value. This simple psychological tactic yields tremendous results, as Sleeknote’s findings on popups demonstrate. They specifically found that popups with countdown timers were 113% more effective than ones without. The exact same psychological principle applies to CTAs; consider simple nudges like “buy now” or disclaimers like “while supplies last”. The reason why they’ve remained marketing staples for ages is, indeed, because they incite urgency – and doing so yields results.

The process of conversion rate optimization

Finally, having explored the basics of conversion rate optimization, let us highlight the overall process. Here, each step will consider your business’s unique position and needs and each campaign’s exact goals.

  • Audience research; use analytics tools and other means of acquiring audience insights – to enhance conversion rates, you must deeply understand your audience.
  • Optimization; with said insights in hand, proceed to optimize your website, landing pages, and marketing copy accordingly.
  • A/B testing; before committing to changes, conduct extensive A/B testing to ensure your strategies and optimizations yield tangible results.
  • Measurement; having finalized your optimizations, measure your efforts’ success in solid, specific key performance indicators (KPIs).
  • Monitoring and readjusting; finally, continue to monitor your efforts and readjust over time as needed.

This is, of course, a rudimentary overview of the conversion rate optimization process. However, the steps will remain largely the same in all cases and simply expand in depth according to your needs.




To summarize, conversion rate optimization seeks to increase conversions by improving touchpoints with potential customers. Instead of focusing on increasing traffic, it focuses on increasing the likelihood that existing audiences take desirable actions and convert. While there are many ways to do so, it typically begins with website optimizations, design improvements, and copy and CTA refinements.


About the author

Nadia Spencer

Nadia Spencer is a web designer and copywriter. She has over 12 years of experience in the digital marketing industry, having collaborated with multiple local businesses and SMBs throughout her career.