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Inspired by the SEO strategies embraced by Adobe and Canva, I began studying feature pages and the possibility of leveraging non-branded keywords to increase conversions.

A couple of months ago, I began building an SEO “swipe file” for SaaS and software brands, ranking the first page with non-branded keywords on their feature pages.

Initially, this was meant to be an easy project. Drop a few examples, and use this in my work with clients and colleagues to show what is possible.

Then it became very clear that many websites are not utilizing this strategy, so digging through hundreds of pages resulted in 30 winners.

In this article, we will explore why considering non-branded keywords for your landing pages is a profitable strategy, and bust a few SEO myths about building an optimized page.

Leveraging Non-Branded Keywords On Landing Pages

Landing pages aren’t typically an area SEO pros are shouting about, because the content is seen as thin and unable to rank due to low word count. Landing pages also don’t lend themselves to backlinks compared to other pieces of content.

Let’s rewind and clarify what I mean by landing page.

This includes feature, product, and solution pages, as well as competitor pages, use cases, or lead magnets.

While we can argue about the linguistics of it all, the point is that solution, industry, and feature pages can be optimized for organic reach. In fact, they’re quite powerful converters.

I dug into over a hundred feature pages to study what it takes to rank on the first page, and the results are quite compelling.

Disclaimer: I work for Flow SEO, which helped support this research through access to Ahrefs, and some of the companies included in the list are our clients.

Identifying Opportunities For Non-Branded Feature Pages

Unfortunately, we can’t be Salesforce or Oracle – which people know by name, and search their products with branded queries.

Optimizing your feature page for non-branded keywords is an opportunity to drive organic traffic for those who are not brand loyal yet. This is a chance to really let your product features shine.

Should all features receive a page? Probably not.

So how do we identify the right feature pages?

We get our hands dirty in keyword research and search engine results pages (SERPs).

This is a “put yourself in their shoes” exercise. Make a list of all the words or phrases around that feature while also imagining what one would search for if they were in the market for that product.

How is it used? What industries does it apply to? What problem does it solve?

This is where you will compile a list of potential keywords and use those to investigate whether the search intent, as depicted in the SERPs, matches the website’s feature page.

Tips for identifying pages and keywords:

Features like reports, SMS notifications, or other standard features are too vague as queries and will most likely never rank – unless there is a niche hook (i.e., industry, business size, etc.)

Get creative with keyword options by using action words like “find influencers” or “plagiarism checker.” People use these queries when they are in a moment of need and potentially ready to convert.

Avoid trademarking or branding anything in the keyword, especially if you are relatively new to SEO. Here are the top non-branded keywords found in my research:

Now, simply seeing that other brands have feature pages on the first page doesn’t mean your site will, too.

It doesn’t have to be difficult.

One of my favorite ways to do this is simply to ask my clients about their product, noting specific phrases and the language they use, and also ask about how their clients are using the product or specific feedback around that feature.

Interviewing your client or target audience is the single best way to connect through a shared language and perspective.

SEO Tips For Optimized Feature Pages

These recommendations are based on studying an endless number of feature pages, which resulted in a final list of 30 SaaS and software feature pages with first-page rankings for non-branded keywords.

There Is No Recommended Word Count

Previously, I mentioned how some people might not consider a landing page as an SEO opportunity.

One of the main reasons for this is that there is a false belief that the page needs to have a lot of text to rank.

My research shows that this is a completely false assumption.

The estimated word count of the 30 feature pages examined is 170-2,600.

As you can see in the chart above, the highest word count is for ZenDesk’s feature page.

This page is in the bottom half of the 30 regarding total keywords and referring domains.

While Grammarly and Adobe dominate total keywords, their word count is relatively low.

Breaking this down further, the chart above shows those sites with non-branded keywords ranking number one.

Once again, word count does not significantly rank these pages, as word count ranges from 170 to 970.

Rather, this suggests those pages are content-specific and answer someone’s query adequately.

Backlinks Won’t Make Or Break Your Page

The good news doesn’t stop with a lower word count.

This research also shows that referring domains is not a priority or not necessary.

At the absolute lowest, one feature page had 3 referring domains, and the highest had 2,400.

The above chart may look familiar, but I included a line for referring domains to the URL this time.

Interestingly, it doesn’t show a strong relationship with the total number of keywords on the page or word count.

Create A Free Tool

One thing that stood out the most to me while doing this research is that leveraging a feature of your overall product and making it available as a free tool is a great strategy.

This free tool doesn’t have to have all the same capabilities as your paid tool, but just enough to be useful for people actually to use, maybe even more than once.

Grammarly is a great example of this strategy.

Its feature page for plagiarism features a free tool for scanning a document or text, and it’s the first thing you see when you land on it.

This page doesn’t stop there as it continues down to explain “why use a plagiarism checker?” and who its product is for, while ending with a call-to-action (CTA) to “check your text now.”

This is a common strategy used by other well-known companies like Adobe or Canva.

It works because visitors to your website are being presented with an immediate solution without even having to sign up.

It creates a positive user experience with your brand and begins the dance of reciprocity.

Schema Helps Produce Rich Results

Your feature page is a landing page, so you want it to convert.

You want to draw in eyes from the very first moment search results populate.

Utilizing schema, or structured data, can help your feature page stand out in SERPs by adding rich results. These rich results can provide a visual review rating, carousel, pricing, or other visual elements.

Pop-Ups Are Out – Chat Bots Are In

Of the 30 websites examined, only one of them had a pop-up on the page, while 16 had chatbots, and 14 had neither.

I know I can’t be alone in celebrating the death of pop-ups.

Not only are pop-ups an intrusive feature that most people do not enjoy, but they can also contribute to a sensory overload for many individuals, so they are not accessible.

Domain Rating Is Important Until It Isn’t

Of the 30 feature pages studied, the average domain rating is 82, ranging from 57 to 96.

The chart below shows the sum of total keywords along with domain rating.

While the URLs with the most keywords tend to have higher domain ratings, it doesn’t show a very clear relationship in this chart.

It tells me that it does help to have a strong domain rating over 50, but doesn’t mean that you need 96 to rank on the first page with a non-branded keyword.

Non-Branded Keywords For The Rest Of Us

Sadly, most companies do not have brand recognition.

We have identified potential feature pages for non-branded keyword optimization and dug into the research to see what it takes to hit number one.

This is a solid framework to go out there and put this strategy into action.

I’d love to hear everyone’s thoughts on the topic, especially if you successfully implemented this strategy.

More resources: 

Featured Image: amgun/Shutterstock

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Reaching For The Next Saas Wave

SAN JOSE, Calif.—It should come as no surprise that Cisco Systems and Adobe Systems, two companies that enjoyed spectacular growth establishing them as tech blue-chips during the nascent Internet, are also among the first companies to embrace the software-as-a-service model (SaaS) (define) as the vehicle of choice for the Internet’s next evolutionary phase.

On Thursday, both companies outlined their vision, their expectations and some of their new offerings for this emerging SaaS platform at the Software and Information Industry Association’s OnDemand conference in San Jose, Calif.

Several hundred attendees, ranging from established tech players to upstarts hoping to carve out a niche in this booming space, came in search of new ideas, potential business partners and maybe even a little validation of their emerging Web 2.0 strategies.

“What’s clear to me as I look out into this room is that I’m looking at the future of the software industry,” Donald Proctor, senior vice president of Cisco’s collaboration software group, said during his keynote address kicking off the conference. “We’re here at a pretty momentous time. We are starting to see some pretty fundamental changes in the world of software.”

Unified communications—the cobbling together of instant messaging, Web conferencing, e-mail, desk phones, mobile phones, blogs and all the other tools employees and businesses use to communicate into one central location or platform—and collaboration—the tools and processes needed for meaningful productivity—have replaced customer relationship management (CRM) (define) as the markets of choice for the SaaS crowd.

That’s partly because those applications lend themselves so well to a browser-based distribution model and partly because they’re precisely the type of applications employees and companies need to manage their data and business processes online.

Cisco CEO John Chambers, during a conference call Wednesday with analysts following the company’s first-quarter earnings report, couldn’t have been more clear when he repeatedly said unified communications and collaboration will not only be the key to Cisco’s growth in the next 10 years but will “drive the next wave of productivity around the world.”

“I cannot overemphasis the importance of leading this transition,” he said.

Cisco, through its $3.2 billion acquisition of WebEx in March, thinks it has a leg up on the competition. It doesn’t hurt that it’s also the dominant provider of network equipment, a platform from which it can extend its tentacles into enterprise and small- and mid-sized businesses (SMBS) alike.

“Collaboration isn’t just something that happens behind the firewall,” Proctor said. “We’re now collaborating with our customers, virtualizing our supply chain and our business partners as if they are part of our company. The days of keeping everything inside and controlling and collaborating only inside the firewall are gone. As time goes on, the next wave of collaboration will be driven not by intranets but by Internets and cross-company collaboration.”

Cisco isn’t the only company that’s caught on this tectonic shift in communications. Microsoft, Google, IBM and just about every other prominent software vendor is rolling out applications and platforms based on the SaaS model that chúng tôi legitimized for delivery of CRM applications.

Adobe on Thursday confirmed that it would ship a beta version of its online image-editing software, Photoshop Express, later this year and plans to make a full-featured version available on-demand sometime next year. The company is in the process of rolling out many of its most popular software applications (as well some new ones) in a SaaS format, a tacit acknowledgement that Adobe understands where and how people will be buying its popular software in the future.

Testing Page Titles And Meta Descriptions To Boost Seo

Part 5 in James Gurd’s website optimisation series

In Part Five of this SEO series, I’ll show how to improve page titles and meta descriptions to increase traffic from natural search. This type of testing should be an integral part of any optimisation program and these two elements are often overlooked.

As many of you will know, there are two key elements that appear in every listing, regardless of whether or not you have optimised your webpages to display targeted content:

Page title

Meta description

Why is this important?

While the meta description doesn’t directly affect the ranking in Google it should ideally be unique to the page to avoid problems with duplicate content.

The meta description is dead. Long live the meta description!

Many people dismiss the meta description as an SEO irrelevance because search engines no longer give it much love. However, the core goal for SEO should be to attract customers to your website, not obsess over how much search engines love you. The latter will come inevitably if the former is achieved.

Deciding which pages to run tests on

1.    What is the market potential for the keywords the webpage is targeting?

Use tools like the Google External Keyword Tool and Google Insights to identify the total number of local market searches and which keyword searches are trending.

2.    What is your market share growth potential?

What is the gap between your current keyword traffic and the total available in the market? If you have high market penetration, the growth potential is limited.

3.    Do you have a competitive product offering?

There are many factors to this but focus on the most obvious: are you price competitive, do you have an authoritative product range, is your delivery offer competitive?

4.    Do you have the right content to deliver value to new visitors?

This relates to product and non-product content. Will a customer find the information they need to make a purchase decision? Does your website provide sufficient information for people researching who aren’t yet ready to make a purchase but want their questions answered.

5.    Are your webpages performing well?

You can create a propensity matrix by scoring each webpage against these criteria, helping you to define a priority list for testing.

Using data insights to drive page title and meta description testing Keyword research

You can use free tools like the Google External Keyword Tool to identify keyword combinations that have a high search volume. The trick is to be as precise as you can, so the keywords you select match exactly with what your webpage provides to the customer. Here we can see the volume of monthly searches for

For example, if you are testing the page title for a webpage that sells “Organic facial serum” then avoid generic keywords like “organic skincare” as people searching for this will be expecting different content.

Screenshot: Google UK search terms related to “Organic facial serum”

Adwords data

You can translate this learning into actions for your SEO activity, using paid search insight to shape your testing plan for page titles and meta descriptions.

Google Base

If you’re running an e-commerce website, you might already have a Google products data feed set-up. You can use this channel to test different product titles.

You can use Google Analytics to measure the impact of the traffic before and after testing, to learn what product title format drives the most traffic and conversion.

As most websites use the product title to drive the page title for product pages, you can apply this learning to your main website product titles.

A good example is for a retailer of skincare products I’ve worked with that sells a range of organic and natural skincare products. The page title is structured to include the product brand name + website domain, leaving a maximum of 40 characters for the product title to ensure the total page title remains within the recommended 64 character limit. The challenge was to include the primary keyword targets “organic” and “natural” within the product title. This wasn’t possible without cutting key product descriptors essential for customers, so different page titles were tested, one version using “organic” and one version using “natural”.

Recommended reading:

Benchmarking current performance

You’ve got to know what you are measuring to be able to decide whether or not your test has worked. This means knowing what your SEO KPIs are before, during and after the test.

The following are the recommended metrics:

2.    Keyword Visits

3.    Page Views and Bounce rate

 4.    Goal conversion

5.    Revenue and Per Visit Value

I’m not suggesting these are definitely the best metrics for your website but they are the basic KPIs that I look at when evaluating SEO tests.

Stick or twist?

Yes and no. The beauty and frustration of SEO is that search trends and customer behaviour are prone to change. There are so many influences on our search behaviour that what may work now, might not hold true in 6 months’ time.

Keep an eye out for next month’s article, “Using web analytics data to identify poor performing organic keywords”.

Missed Steps One to Four? Catch up on the earlier reading when you’re ready:



Top Traffic Sources For Marketing Saas Companies

Most of these companies are dominating online, but where is all their traffic coming from?

Digital marketers, web specialists, and online-business owners alike have been seeking out digital solutions to serve their marketing needs for a long time now.

Today, I’ll be diving into how some of the top marketing SaaS companies drive online growth. Specifically, I’ll be examining their sources of traffic. What makes this study interesting is that it will challenge each company’s product offering.

Each of the 100 companies that I included falls into a certain category such as SEO, social media, content marketing, web analytics, etc.

Are these companies “eating their own dog food” or do they talk a big game about the benefits of their product without leveraging the “benefits” themselves?

Let’s break down how the study was done

First, I set out to collect 100 websites that fall into the marketing SaaS company category. Using both Alexa and Similar Web features, I was able to create a large list of various sites within this category. Then I cut the list down, allowing for several industries and a wide range of monthly traffic. At this point, I collected data for unique monthly traffic, traffic share (desktop or mobile), and traffic source. The traffic data included was based on the averages of the past three months.

Finally, I had a chance to examine the set of data in aggregate, along with breaking it up into segments and drawing comparisons.

Disclaimer: SimilarWeb (the source of traffic data), along with other traffic predictors, is not as accurate as we might hope it to be. Regardless, all the numbers you see in this study are from the same source, so we can at least assume that they’re on the same playing field.

What were the aggregate results?

As for an overall look at the results of the study, it’s quite obvious that direct, referral and organic search dominate as the top three sources of traffic.

It’s disappointing that so much of the traffic falls under direct. We can only assume that this is a combination of many different sources, such as the below:

Typing in a URL directly

Being referred from HTTPS to HTTP

Traffic from social media

This means our data is skewed, but that’s the reality of web traffic. We all know how much of a problem this is in Google Analytics.

Moving forward, we have a share of traffic data: Desktop vs. Mobile.

At first, I was surprised to see that desktop traffic was so much greater than mobile. However, it starts to make sense when you consider how these marketing tools are used. They tend to provide the best user experience on desktop.

Time to break down the data more

After an aggregate view of the data, I wanted to examine traffic sources based on the estimated monthly traffic provided by SimilarWeb.

I broke it up into three segments:




When the averages for each of the three segments were calculated, this was the result:

There are a few potential correlations here as we move from the lower-traffic sites to the higher-traffic sites:

Organic traffic declining

Referrals rising

Email traffic rising

Paid Search declining

Is this enough of an indication to make a decision on? Absolutely not.

With a data set this small, we are quite far from statistical significance. Regardless, we can still make inferences based on the present data, our knowledge of the SaaS market, and common sense.

For example, it may seem odd at first that organic search is declining. It’s not that it’s declining, but rather it’s becoming a smaller percentage of the large sites’ overall traffic.

Why would this happen?

These conglomerate sites have built up their reputation in the industry, earning backlinks and an authoritative presence. This means a lot more referrals.

However, this makes me wonder why they don’t have a large number of direct traffic, as I would assume that these are well known sites which people would directly enter.

Perhaps it has something to do with how convoluted this metric is.

Desktop or Mobile?

Here you can find the traffic share data based on the three segments of monthly traffic:

What’s interesting is that desktop percent usage decreases as mobile percent usage increases.

My only explanation for why this would happen is that the larger volume of data exposes the worldwide trend that is occurring with mobile.

The fact of the matter is that these large websites attract so much traffic, that their traffic is less targeted (relevant) simply because of the sheer amount of referrals and organic traffic that they drive.

Do marketing SaaS companies practice what they preach?

Now it’s time to break it down by SaaS offering.

Some of the major categories in this study include analytics, automation, email, social media, and SEO.

Below is the breakdown of these offerings.

I have put a gold star next to the respective traffic source that aligns with the type of Saas offering within the graph (ie. Social media tools has a star next to the social traffic source, SEO tools next to organic traffic, etc.).

As we could have guessed, social media tools lead in social traffic and email service providers lead in email traffic.

Unfortunate for the SEO category, it holds a close second to analytics tools!

How does this data serve us?

Many of the inferences we are making are pure conjecture.

Not only are we dealing with a  small data set, but the inaccuracy presented by traffic predictors isn’t very helpful, not to mention the amount of traffic that is categorized as “direct”.

Based on what we have analyzed here, some assumptions we can make:

The importance of tracking

The beauty of digital marketing is that we can track nearly everything.

This allows us to understand what’s performing well, what isn’t working, and where areas of opportunity exist. Instead of tolerating a large percentage of traffic that shows up simply as “direct” we can focus on adding tracking parameters to our URLs. Or we can leverage tools such as Simply Measured that allow us to understand other forms of dark traffic, like that from messaging apps.

Otherwise, how are we supposed to make informed decisions?

The power of search

You simply can’t deny the sheer power behind Google.

As expected, organic traffic (direct traffic aside) is the winner here. Both large and small websites are leveraging it to continuously bring in unique monthly visitors and fuel their pipeline.

Unfortunately, we often get caught up in what we see and hear, rather than what’s actually working behind the scenes.

For example, social media appears as a powerful force in our digital marketing repertoire, but how effective is it?

To an extent, it is powerful. But when we look at the amount of traffic it generates, it pales in comparison to organic search.

I’m by no means shaming social, it’s important. But we need to focus on the endgame of our online businesses and truly understand the value drivers that lead to revenue.

In the long term, inbound works

An integrated digital marketing strategy is important, we’re all aware of this.

However, when a business’ online presence is just getting off the ground, it doesn’t have the authority of a large, well-known site.

Inbound simply doesn’t work in the short term.

My point is that in the long run, an inbound strategy is effective because it focuses on compound growth, leveraging many channels to drive traffic chúng tôi may explain why marketing SaaS companies have a smaller percentage of traffic coming from paid search as they get larger.

Ask yourself the difficult questions

Which source is most of your web traffic attributed to? And is this “good”?

What’s the intent of the average visitor from this source? How can you measure this?

And lastly, how can you develop a plan that supports your integrated digital strategy and leverages the most profitable sources?

Those are some difficult questions, best of luck in your online efforts!

Feature Request: Logic Pro For Ipad (Pro)

Feature Request is a new regular 9to5Mac series where authors offer their opinion on how to improve popular hardware or software products.

With the introduction of iPad Pro, now is the time for Apple to finally bring Logic Pro to its tablet. Apple has long had Garageband available for iOS devices, offering what is essentially a feature for feature companion for the desktop Mac app, albeit with a user interface tweaked for the smaller touch display. But it’s not much help to pros that have their workflow in Apple’s professional audio editing suite for Mac, Logic Pro.

Especially with the iPad Pro aimed at a pro market and most app makers targeting pros, a Logic Pro suite for iPad would make the device much more attractive to audio pros like myself and a real valuable tool for in the studio and on the go.

Portable studio recording features:

At the minimum, what the app really needs to make it a useful standalone audio suite rather than just the remote for Logic on the Mac, is recording features.

Being able to record something quickly on an iPad, for example when out of the studio or on the road, and then have it synced to a session on the Mac via iCloud, is something that is currently a clunky experience at best using other audio recording apps on iOS. To make it a great experience, we need Apple to build Logic Pro for iPad (and or build APIs for iOS devs) with full cross-platform file support for syncing sessions and or tracks from within sessions between devices easily.

The ability to record some ideas when mobile and quickly transfer or sync to Mac is something we only currently have workarounds for. For now, we’re unfortunately stuck with bouncing tracks to audio out of third-party audio suites on iOS, and that’s far from ideal to say the least.

iPad Pro, Plugins and Split-screen apps:

And beyond just basic recording features, now that Apple has support for real audio plugins on iOS, split-screen apps, and the larger, faster iPad Pro, there’s even more potential for a full Logic Pro experience on the iPad.

With the iPad Pro’s larger display now in MacBook-size territory, audio plugins make a lot more sense— you can now have a plug-in open large enough to manipulate its controls while still having a full view of your session timeline or, for example, two or more plug-ins side-by-side. With all that extra real estate, fitting in a user interface with the complexity of Logic Pro and the plug-ins others make for it in general starts to become a reality.

It’s also likely going to make it easier to attract the popular plug-in makers from Logic on the Mac, many of which don’t have offerings on iOS, to build versions of their plugins that work on iOS too.

Controllers, customizable interfaces, touchscreen possibilities:

And likewise, the larger display iPad means lots of new possibilities for using the iPad as a virtual controller. The more screen real estate means the more potential for MIDI controllers with inventive and or customizable user interfaces. We could get a lot closer to a knob-per-function user interface for our favorite synth apps.

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Which Copy Is Best For Your Home Page?

To convert, a home page needs to give its audience information. The more information they accept, the more likely they are to consider signing up, subscribing, or downloading. But if it’s not engaging and perfectly targeted, they’ll give up and fail to read anything.

Is shorter copy better? Concise copy is a must, but that doesn’t mean it should be short. In fact, the opposite is often true.

Here’s the case for long copy on a home page, and how to figure out the length that works best for you.

Google Likes Long Copy

In 2012, the top ten Google page results for any keyword had over 2,000 words of content each. Algorithm tweaks since have only confirmed that in-depth content is ranked higher.

Google’s famed algorithm is designed to offer the search results that users want. In its efforts to improve, priority has shifted from mere strings of keywords to actual human desires and needs. And humans need more information. Semantic relevance is the new king.

Plenty of sites have responded with content-heavy home pages, appealing to the audience and the Google algorithm alike. When the site Crazy Egg increased its home page copy by twenty times, their conversion rates jumped 30%. They were able to address audience concerns and establish their site as an authority through interesting and lengthy content, which won Google over.

Your Audience Likes Long Copy

A 2005 study swapped out the headlines of PowerPoint slides in a college course, offering short phrases to a control group, while giving “succinct sentence headlines” to others. Their thesis: that complete sentences would be more effective, sticking in students’ brains longer. At the end of the semester, they were proven correct. Students who had seen PowerPoints with complete sentences as headlines scored 10% higher on average than those who hadn’t.

But like PowerPoints, a home page needs to teach its reader something. Data proves that longer content drives backlinks. Just as longer headlines hook an audience better than short ones, longer home pages are often best.

In fact, in a report by John Doherty on the type of content that earns links, these two graphs illustrate the relation of long copy to linking root domains.

Here are the number of links visualized in the same order; showing the correlation between content and unique linking root domains.

Short Copy Still has a Place

That doesn’t mean you should entirely reject the option for shorter content. Less copy works well when audiences don’t need to be convinced to sign up. Take the Tinder or Groupon websites, for instance. In both cases, the product is free, and most people already know what it will accomplish for them.

Think about what you offer. Is it well-known or free? If so, short copy might be a quick, seamless way to present your home page offer. But many businesses are built to solve a specific, complex problem, and they hope to earn something for their efforts. Chances are strong that this approach won’t work for you.

Now that you know your perfect home page copy length, here are the five steps to create it.

Pick a Home Page Goal

Find Out the Customers’ Motivation

Customer motivation informs home page copy’s persuasion. You need to be convincing enough to push a reader from interest to commitment. That all starts with the customer. You know your goal, and you need to know your customers’ goals as well.

While your goal should remain behind the scenes, customer motivation should be a visible guide for the copy on a home page. The readers don’t care about what you want, but they certainly care about what they want.

Address Problem Points

The potential customer for any product will have concerns, criticisms, and even fears about the inner workings of what they’re about to buy. You need to study these problem points, learn how to alleviate them, and deliver the answers in clean copy on your website.

In order to address problem areas, your home page copy should run long, but always be to the point. Your readers want your product to help them. You just need to explain how it will.

Know Your Customer Awareness

To reach your goal, the home page has to be an authority on your product. But more importantly, it needs to be an authority on how much the reader already knows about the product. No one wants to read something they don’t understand, but they’ll also hate something they already know.

There are a series of established guidelines through which you can measure demographics’ awareness. As Copyblogger’s Brian Clarke summarizes it, the terms are: Completely Unaware, referring to those who don’t even know they have a problem; Problem-Aware, referring to those who have a problem, but don’t realize what the answer could be; Solution-Aware, referring to those who want a specific answer, but don’t know you have it; Product-Aware, referring to those who know what is being sold, but don’t know if they need it; Most Aware, referring to those who know what your product accomplishes and only need to hear the details of their commitment.

If you can narrow your prospective customer’s awareness to one of these, you’ll know the exact information necessary to take them from their current state to knowing they need to have your product.

Incorporate Customer Feedback

Properly built, a home page will boost brand awareness, customer acquisition, and overall growth of a website. Does yours?

Keeping each of the above components in mind will result in streamlined copy targeted at your readers’ needs and concerns. Write long, but stay interesting, actionable, and concise, and both your customers and Google’s algorithm will love you.

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