1 00:00:16,640 --> 00:00:20,160 Hello and welcome. It's episode 27 of the 2 00:00:20,160 --> 00:00:22,880 Website Mastery Podcast series. We are 3 00:00:22,880 --> 00:00:26,480 live on YouTube, we're live on LinkedIn 4 00:00:26,480 --> 00:00:28,220 and for the first time we're live on 5 00:00:28,220 --> 00:00:30,300 Instagram as well. So if you're there, 6 00:00:30,340 --> 00:00:32,160 Let us know. And if you're listening to 7 00:00:32,160 --> 00:00:34,400 the repeat on the podcast, thanks for 8 00:00:34,400 --> 00:00:37,340 being here. As always, we love our 9 00:00:37,340 --> 00:00:39,080 listeners and viewers. This is the 10 00:00:39,080 --> 00:00:40,940 companion to the 90-day website mastery 11 00:00:40,940 --> 00:00:42,620 program. We wanted to find a way to 12 00:00:42,620 --> 00:00:44,280 continue to share more advice and 13 00:00:44,280 --> 00:00:45,960 insights about making your website work 14 00:00:45,960 --> 00:00:49,320 harder and for you to feel proud about 15 00:00:49,320 --> 00:00:52,620 your website again. Pascal Fintoni is 16 00:00:52,620 --> 00:00:55,360 with me, my co-host, and each episode we 17 00:00:55,360 --> 00:00:57,360 go through 4 segments. We have the You 18 00:00:57,360 --> 00:00:59,560 Ask, We Answer where we take a question 19 00:00:59,560 --> 00:01:01,200 that's been submitted by the community or 20 00:01:01,200 --> 00:01:03,540 that we've seen online. We've got the 21 00:01:03,540 --> 00:01:05,380 website stories, which is segment number 22 00:01:05,380 --> 00:01:09,060 2. We have the website engine room where 23 00:01:09,060 --> 00:01:11,820 we share an app or a piece of kit that's 24 00:01:11,820 --> 00:01:14,040 gonna make your life easier as a website 25 00:01:14,040 --> 00:01:16,580 manager and content creator to start 26 00:01:16,580 --> 00:01:18,580 feeling proud of your website again. And 27 00:01:18,580 --> 00:01:20,380 of course, we always finish with the 28 00:01:20,380 --> 00:01:22,460 website call to action. What piece of 29 00:01:22,460 --> 00:01:25,120 content can't finish with a call to 30 00:01:25,120 --> 00:01:27,120 action? That's 1 change or adjustment 31 00:01:27,120 --> 00:01:28,940 that you should be making to your website 32 00:01:29,220 --> 00:01:32,800 right now. Pascal, episode 27, what have 33 00:01:32,800 --> 00:01:33,820 we got in store? 34 00:01:34,020 --> 00:01:36,080 Well, you know, what's interesting about 35 00:01:36,140 --> 00:01:39,000 listening to the presentation, you do say 36 00:01:39,000 --> 00:01:40,600 we're doing this with prepare, we 37 00:01:40,600 --> 00:01:42,240 research, we capture this in the show 38 00:01:42,240 --> 00:01:44,060 notes for our audience, but we're doing 39 00:01:44,060 --> 00:01:46,120 it for ourselves. I mean, you know, what 40 00:01:46,120 --> 00:01:48,840 luck to have a profession that is also 41 00:01:49,020 --> 00:01:51,060 your passion. I mean, your week, my week 42 00:01:51,060 --> 00:01:52,860 is spent talking at events, doing 43 00:01:52,860 --> 00:01:54,880 one-to-one coaching. My week has been 44 00:01:54,880 --> 00:01:56,660 about branding a lot, lead generation, 45 00:01:56,800 --> 00:01:59,440 AI, using AI to make good decisions, to 46 00:01:59,440 --> 00:02:01,260 get support with your website decisions. 47 00:02:01,580 --> 00:02:03,980 And right now I'm working on 3 website 48 00:02:03,980 --> 00:02:05,820 projects for clients from brand new 49 00:02:05,820 --> 00:02:07,680 startups to well established companies 50 00:02:08,140 --> 00:02:09,520 who just seem to have everything about 51 00:02:09,520 --> 00:02:10,580 their user experience. 52 00:02:11,800 --> 00:02:13,840 But you make a good point because we are 53 00:02:13,840 --> 00:02:16,160 in the creative industry. I'm currently 54 00:02:16,160 --> 00:02:19,240 reading a book by Rory Sutherland, who's 55 00:02:19,240 --> 00:02:21,400 really got me to stand back and think 56 00:02:21,400 --> 00:02:26,180 about, don't just use logic. And that's a 57 00:02:26,180 --> 00:02:27,840 very good point. We're in this creative 58 00:02:27,840 --> 00:02:29,920 industry where we've got to have the 59 00:02:29,920 --> 00:02:32,140 space to be able to think and brainstorm 60 00:02:32,260 --> 00:02:33,660 and come up with ideas and more 61 00:02:33,660 --> 00:02:35,700 importantly make mistakes. You know we 62 00:02:35,700 --> 00:02:37,560 need to test and try and make those 63 00:02:37,560 --> 00:02:39,140 mistakes because actually the faster you 64 00:02:39,140 --> 00:02:42,540 make mistakes the quicker you can find 65 00:02:42,540 --> 00:02:44,840 out what works and be ahead of the game. 66 00:02:44,840 --> 00:02:47,820 So this space as you say is just as much 67 00:02:47,820 --> 00:02:50,460 for us to be able to be that creative and 68 00:02:50,460 --> 00:02:53,080 move away from the logic and, well, I 69 00:02:53,080 --> 00:02:55,080 don't mean fully, but in terms of just 70 00:02:55,080 --> 00:02:59,160 having that thinking space and yeah. We 71 00:02:59,160 --> 00:02:59,620 should move 72 00:02:59,620 --> 00:03:01,740 on to our first segment, but before we do 73 00:03:01,740 --> 00:03:03,580 so, very, very quickly for our audience, 74 00:03:03,600 --> 00:03:05,340 the way in which we structure those 75 00:03:05,340 --> 00:03:07,960 episodes, it's almost the agenda of a 76 00:03:07,960 --> 00:03:09,320 meeting you should be having with your 77 00:03:09,320 --> 00:03:10,940 colleagues. So what you should do is by 78 00:03:10,940 --> 00:03:13,020 all means is listen to Johnny and I take 79 00:03:13,020 --> 00:03:16,300 away the information, but use what we are 80 00:03:16,300 --> 00:03:18,680 sharing for your next get together with a 81 00:03:18,680 --> 00:03:20,380 team or with your suppliers and so on, 82 00:03:20,380 --> 00:03:22,460 saying I've got a question or I've got 83 00:03:22,460 --> 00:03:24,220 those apps I want to experiment with in 84 00:03:24,220 --> 00:03:26,940 the same kind of R&D department. So yeah, 85 00:03:26,940 --> 00:03:29,120 there are a lot of value to be gained and 86 00:03:29,120 --> 00:03:31,340 we do this in a very compact way. Half an 87 00:03:31,340 --> 00:03:33,340 hour, It's more so unlike us because we 88 00:03:33,340 --> 00:03:35,580 are long form content creators. But the 89 00:03:35,580 --> 00:03:37,460 value you get from just the learning but 90 00:03:37,460 --> 00:03:39,740 also the structure for your next team 91 00:03:39,740 --> 00:03:41,160 meeting I think is very important. 92 00:03:42,540 --> 00:03:45,120 Let's start with you ask, we answer. 93 00:03:52,260 --> 00:03:55,840 Now this is a question from a coaching 94 00:03:55,840 --> 00:03:57,980 session that I had about a week ago and 95 00:03:57,980 --> 00:04:00,560 we were really wrestling with the client. 96 00:04:00,860 --> 00:04:03,740 So here it is. It is obvious to me that 97 00:04:03,740 --> 00:04:06,400 my customers are using my name when 98 00:04:06,400 --> 00:04:08,020 searching for my business online. 99 00:04:08,940 --> 00:04:10,440 Therefore, should I change the website 100 00:04:10,440 --> 00:04:12,200 address and domain name to my first name 101 00:04:12,200 --> 00:04:15,700 plus family name and add .co.uk.com or 102 00:04:15,700 --> 00:04:17,900 shall I leave it as it is? This is 103 00:04:17,900 --> 00:04:19,240 interesting, isn't it, Jonny? 104 00:04:20,380 --> 00:04:23,780 Yeah, I mean, well, I personally have a 105 00:04:23,780 --> 00:04:27,340 marketing agency, Fleek Marketing and the 106 00:04:27,340 --> 00:04:28,780 website, the domain for that is 107 00:04:28,780 --> 00:04:30,460 fleek.marketing. I also have my personal 108 00:04:30,460 --> 00:04:32,960 brand, which is JonnyRoss.com. I think 109 00:04:33,060 --> 00:04:37,120 some of it comes down to what people know 110 00:04:37,120 --> 00:04:39,440 you as, what people know the business as, 111 00:04:41,840 --> 00:04:45,400 and also where you see the future. So Do 112 00:04:45,400 --> 00:04:48,600 you see the saleability of the business? 113 00:04:48,600 --> 00:04:52,960 Do you see the wanting to perceive as a 114 00:04:52,960 --> 00:04:55,800 big business? Or is this about personal 115 00:04:55,800 --> 00:04:59,220 branding? I think there's huge benefits 116 00:04:59,440 --> 00:05:02,300 to changing a domain name or using a 117 00:05:02,300 --> 00:05:04,400 domain name that's got your name in it, 118 00:05:04,740 --> 00:05:06,760 but there are downsides as well. So 119 00:05:06,760 --> 00:05:08,640 you've got to sort of take everything 120 00:05:08,640 --> 00:05:10,840 into account. And I guess what I was 121 00:05:10,840 --> 00:05:12,940 insinuating is that I've cheated by 122 00:05:12,940 --> 00:05:14,000 creating both. 123 00:05:16,060 --> 00:05:18,200 But maybe that's what you need to do to 124 00:05:18,200 --> 00:05:20,460 give you time actually to really reflect 125 00:05:20,460 --> 00:05:22,780 and make the final decision. What I will 126 00:05:22,780 --> 00:05:25,100 say, and certainly that's what I did all 127 00:05:25,100 --> 00:05:27,820 those years ago, that will prevent you 128 00:05:27,820 --> 00:05:29,440 from setting the business if that's part 129 00:05:29,440 --> 00:05:31,260 of your strategy. If you have an exit 130 00:05:31,260 --> 00:05:32,860 strategy that says, I'm going to build 131 00:05:32,860 --> 00:05:34,800 the business, whether it's B2B, B2C or 132 00:05:34,800 --> 00:05:37,280 something in between, no one's going to 133 00:05:37,280 --> 00:05:39,900 be able to buy or there'd be a lesser 134 00:05:39,900 --> 00:05:43,060 value and appeal if it is committed to a 135 00:05:43,260 --> 00:05:46,560 personal brand. But if that's not part of 136 00:05:46,560 --> 00:05:49,720 your plan whatsoever, and you've looked 137 00:05:49,720 --> 00:05:52,000 at the data, you know that that's what's 138 00:05:52,000 --> 00:05:53,800 happening, you do a lot of work, I'm 139 00:05:53,800 --> 00:05:55,240 thinking, Johnny, about putting your 140 00:05:55,240 --> 00:05:57,720 personal brand out there as a speaker, as 141 00:05:57,720 --> 00:05:59,420 a guest blogger, maybe you're on 142 00:05:59,420 --> 00:06:01,160 podcasts, maybe you're writing columns, 143 00:06:01,600 --> 00:06:03,900 intra-publications, who won, then the 144 00:06:03,900 --> 00:06:05,580 argument will be that people will 145 00:06:05,580 --> 00:06:07,740 remember you and they'll make an 146 00:06:07,740 --> 00:06:09,360 association with your services, but they 147 00:06:09,360 --> 00:06:11,600 may not remember the product brand or the 148 00:06:11,600 --> 00:06:12,240 service brand. 149 00:06:13,100 --> 00:06:16,020 Yeah, and what a way to build authority 150 00:06:16,120 --> 00:06:18,860 and to build that personal connection as 151 00:06:18,860 --> 00:06:21,100 well. So if they do know your name and 152 00:06:21,100 --> 00:06:22,860 they associate your business with your 153 00:06:22,860 --> 00:06:24,860 name, you can still build that 154 00:06:24,860 --> 00:06:27,200 professionalism and even in fact, even 155 00:06:27,200 --> 00:06:30,060 more trust by having that personal 156 00:06:30,060 --> 00:06:33,420 connection and the memorability of it. So 157 00:06:33,420 --> 00:06:37,080 there's huge advantages, but yes, as 158 00:06:37,080 --> 00:06:39,300 you've said rightly, a big disadvantage 159 00:06:39,480 --> 00:06:43,480 is the exit strategy, but also perhaps 160 00:06:43,780 --> 00:06:48,340 your name is, what's the word I'm looking 161 00:06:48,340 --> 00:06:50,440 for? Common is, I guess is the word I was 162 00:06:50,440 --> 00:06:52,480 looking for, that John Smith, for 163 00:06:52,480 --> 00:06:56,220 example, perhaps you're not gonna stand 164 00:06:56,220 --> 00:06:57,980 out by using your name and you also need 165 00:06:57,980 --> 00:07:00,560 to do a bit of research to see what 166 00:07:00,560 --> 00:07:03,600 appears in Google already for your brand 167 00:07:03,900 --> 00:07:05,460 name, because you might have some stiff 168 00:07:05,460 --> 00:07:07,340 competition in terms of actually getting 169 00:07:07,340 --> 00:07:11,820 high in the ranks. So there's pros and 170 00:07:11,820 --> 00:07:12,320 cons. 171 00:07:13,100 --> 00:07:15,240 Sure, you reminded me, I'm gonna go back 172 00:07:15,240 --> 00:07:17,560 10, 15 years ago, but that was a similar 173 00:07:17,560 --> 00:07:19,440 exercise with a client. So we did just 174 00:07:19,440 --> 00:07:22,060 punch in first name, surname in Google. 175 00:07:22,380 --> 00:07:24,160 And what came back was a murderer in 176 00:07:24,160 --> 00:07:25,900 Australia. Now in other way you get 177 00:07:25,900 --> 00:07:28,340 based, but that story of the murder with 178 00:07:28,340 --> 00:07:31,940 that name was over dominating the search 179 00:07:31,940 --> 00:07:34,500 results. We could try it again today, 180 00:07:34,500 --> 00:07:36,740 maybe things have changed. So I think, 181 00:07:36,760 --> 00:07:40,200 yeah, do the research, do the prep. I'm 182 00:07:40,200 --> 00:07:41,940 kind of tempted to go back to my clients. 183 00:07:41,940 --> 00:07:43,420 You know, I'd rather think about it. I've 184 00:07:43,420 --> 00:07:45,320 spoken to a guy called Johnny Ross, and 185 00:07:45,320 --> 00:07:47,480 let's cheat and do both. Because what I 186 00:07:47,480 --> 00:07:49,860 like about doing both, that means that 187 00:07:49,860 --> 00:07:51,800 your personal brand website can then 188 00:07:51,800 --> 00:07:54,680 become a signposting website to different 189 00:07:54,680 --> 00:07:56,260 programs and campaigns and different 190 00:07:56,260 --> 00:07:58,680 facets of what you do. And then you can 191 00:07:58,680 --> 00:08:02,060 retain the product-based or the 192 00:08:02,060 --> 00:08:04,620 service-based website at the same time 193 00:08:04,620 --> 00:08:06,860 and give you just more months and years 194 00:08:06,860 --> 00:08:08,640 to reflect before making that final 195 00:08:08,640 --> 00:08:09,140 decision. 196 00:08:09,520 --> 00:08:13,020 And I think 1 of the big points you've 197 00:08:13,020 --> 00:08:15,800 just made there, which is do the research 198 00:08:16,360 --> 00:08:18,060 because forget about personal brand, 199 00:08:18,060 --> 00:08:20,540 forget about name. I've got 2 clients 200 00:08:20,540 --> 00:08:22,640 that I can think of within the last 3 201 00:08:22,640 --> 00:08:24,940 months where they've gone through a 202 00:08:24,940 --> 00:08:27,780 branding exercise prior to engaging me 203 00:08:28,500 --> 00:08:32,100 and at no point has anyone thought let's 204 00:08:32,100 --> 00:08:36,300 Google this new brand name and it just 205 00:08:36,300 --> 00:08:38,720 it's like it beggars belief it's like 206 00:08:38,720 --> 00:08:41,900 you're you are senior leaders you've got 207 00:08:41,900 --> 00:08:44,060 you I can see that you've got lots of 208 00:08:44,060 --> 00:08:45,920 strategy and all sorts of stuff, But no 1 209 00:08:45,920 --> 00:08:48,280 has thought of Googling it. And these 2 210 00:08:48,380 --> 00:08:51,140 significant companies. And I was just, 211 00:08:51,140 --> 00:08:53,180 and in both cases, we've found big 212 00:08:53,180 --> 00:08:56,760 problems. But anyway, there we go. 213 00:08:56,800 --> 00:08:59,880 Let's move on then because we can make 214 00:08:59,880 --> 00:09:03,460 this but into that almost a mini rant 215 00:09:03,580 --> 00:09:07,100 about the lack of research. But I get it, 216 00:09:07,160 --> 00:09:09,480 it's so much more fun to get into action 217 00:09:09,480 --> 00:09:11,180 mode than it is into reflection and 218 00:09:11,180 --> 00:09:12,920 research mode, but you've got to do it. 219 00:09:12,920 --> 00:09:15,900 That's part of your duties as leaders and 220 00:09:15,900 --> 00:09:17,580 marketers, whether that's your full-time 221 00:09:17,780 --> 00:09:19,840 or part-time occupation. Let's move on, 222 00:09:19,840 --> 00:09:21,740 if you don't mind, with our next segment, 223 00:09:21,840 --> 00:09:32,060 website stories. So for episode 27, we've 224 00:09:32,060 --> 00:09:35,860 chosen a video that came from a great 225 00:09:35,860 --> 00:09:37,500 company that I'm very fond of called 226 00:09:37,500 --> 00:09:39,300 Orbit Media. Orbit Media, if you don't 227 00:09:39,300 --> 00:09:40,980 know them, they do some incredible 228 00:09:41,060 --> 00:09:43,400 research and data crunching on website 229 00:09:43,420 --> 00:09:45,200 user experience. They also sometimes 230 00:09:45,200 --> 00:09:48,060 partner up with other specialists. And I 231 00:09:48,060 --> 00:09:50,220 have to tell you, Johnny, I've been a 232 00:09:50,220 --> 00:09:53,020 student of their research papers because 233 00:09:53,100 --> 00:09:54,960 it kind of helps you reflect and keeps 234 00:09:54,960 --> 00:09:57,180 you right on the way in which a website 235 00:09:57,280 --> 00:10:00,000 experience should be crafted. And they 236 00:10:00,000 --> 00:10:04,860 have years, if not decades of... This 237 00:10:04,860 --> 00:10:06,800 video was recorded or hosted, should I 238 00:10:06,800 --> 00:10:09,680 say, by Andy Creston-Dinna, who is the 239 00:10:09,680 --> 00:10:11,880 co-founder and chief marketing officer of 240 00:10:11,880 --> 00:10:13,680 Orbit Media. And the title is that 241 00:10:13,680 --> 00:10:17,800 follows, 13 things to remove from your 242 00:10:17,800 --> 00:10:21,460 website immediately. So sounds very, very 243 00:10:21,460 --> 00:10:24,640 dramatic. I'm very aware of that. And 244 00:10:24,640 --> 00:10:26,760 what I was able to do then is watch the 245 00:10:26,760 --> 00:10:28,480 video, I know you've done it as well. 246 00:10:28,780 --> 00:10:30,520 I've got a list of 13 to go through and I 247 00:10:30,520 --> 00:10:33,140 picked 3, because time is against us, and 248 00:10:33,140 --> 00:10:35,580 1 where I'm not totally in agreement with 249 00:10:35,580 --> 00:10:38,560 Andy, and 2 where I'm like, exactly, and 250 00:10:38,560 --> 00:10:40,680 you're not actually share this advice. So 251 00:10:40,680 --> 00:10:42,280 very, very quickly for viewers and 252 00:10:42,280 --> 00:10:44,120 listeners, I'm gonna go through all 13. 253 00:10:44,120 --> 00:10:46,520 So remove immediately vague homepage 254 00:10:47,080 --> 00:10:49,060 headlines. And actually similarly, 255 00:10:49,200 --> 00:10:52,260 generic navigation labels. Meaningless 256 00:10:52,360 --> 00:10:55,580 subheadings is number 3. Number 4, long 257 00:10:55,600 --> 00:10:57,880 homepage sliders. I mean, everybody's 258 00:10:57,960 --> 00:11:00,300 trying to shove in their information. I 259 00:11:00,300 --> 00:11:02,020 get it, the poor marketing team is being 260 00:11:02,020 --> 00:11:04,460 bullied into having 8 to 10 sliders for 261 00:11:04,460 --> 00:11:05,780 all the different departments, but a 262 00:11:05,780 --> 00:11:07,660 visitor would not go beyond the first 2 263 00:11:07,660 --> 00:11:11,360 or 3. Annul D, but still happens, avoid 264 00:11:11,400 --> 00:11:13,440 stock photos of people, or should I say 265 00:11:13,440 --> 00:11:17,860 nowadays AI photos of people. Number 456 266 00:11:17,860 --> 00:11:19,840 now, social media icons, remove them from 267 00:11:19,840 --> 00:11:22,240 the homepage. Remove the dates on blog 268 00:11:22,240 --> 00:11:24,720 posts, interesting 1. Remove long 269 00:11:24,720 --> 00:11:27,100 paragraphs, think about mobile phone 270 00:11:27,260 --> 00:11:29,920 viewers. Press releases, stop copying and 271 00:11:29,920 --> 00:11:32,380 pasting press releases as is, You've got 272 00:11:32,380 --> 00:11:34,080 to rework them and add more media 273 00:11:34,080 --> 00:11:36,580 content. Question mark on PDF files. Do 274 00:11:36,580 --> 00:11:38,380 they help really the traffic, the 275 00:11:38,380 --> 00:11:40,780 experience that you want? We move on to 276 00:11:40,780 --> 00:11:43,820 testimonial pages. Long list of people 277 00:11:43,820 --> 00:11:45,200 saying wonderful things about you but 278 00:11:45,200 --> 00:11:48,460 unsupported by evidence. Email links, 279 00:11:48,500 --> 00:11:50,880 contact forms are better, or are they? 280 00:11:51,380 --> 00:11:53,860 And finally, the dead end thank you page 281 00:11:53,860 --> 00:11:55,840 or the dead end call to action page where 282 00:11:55,840 --> 00:11:57,920 you do something and then suddenly it 283 00:11:57,920 --> 00:12:00,300 goes blank or there's like a tiny message 284 00:12:00,340 --> 00:12:03,340 on the top left corner saying done or 285 00:12:03,340 --> 00:12:05,380 submitted and you have no idea what's 286 00:12:05,380 --> 00:12:07,460 happened. So please everyone watch the 287 00:12:07,460 --> 00:12:10,020 video, it's great. Here Andy's 288 00:12:10,240 --> 00:12:12,960 essentially a case that he makes for all 289 00:12:12,960 --> 00:12:15,045 those 13 things to remove immediately. 290 00:12:15,045 --> 00:12:18,140 But I wanna go back for the 3. I've got 291 00:12:18,140 --> 00:12:20,900 social media icons, press releases, and 292 00:12:20,900 --> 00:12:23,460 testing on all pages. I can't be sure 293 00:12:23,460 --> 00:12:26,760 that I agree with what is being claimed 294 00:12:26,760 --> 00:12:28,900 that social media icons on the homepage 295 00:12:28,900 --> 00:12:31,220 are a distraction and you can lose 296 00:12:31,220 --> 00:12:33,620 visitors. My position, they are there to 297 00:12:33,620 --> 00:12:36,480 be glanced at, a form of reassurance, but 298 00:12:36,480 --> 00:12:39,000 nobody that I can think of is gonna click 299 00:12:39,000 --> 00:12:41,280 on the social media icons if the intent 300 00:12:41,540 --> 00:12:43,440 is to visit the website and know about 301 00:12:43,440 --> 00:12:45,760 the business. Press releases, I agree, 302 00:12:45,760 --> 00:12:48,780 they are ugly as hell on website. People 303 00:12:48,780 --> 00:12:50,520 are lazy. They copy and paste the press 304 00:12:50,520 --> 00:12:52,860 release as it is written. It's written 305 00:12:52,860 --> 00:12:55,600 for the press. The title is enigmatic. 306 00:12:55,840 --> 00:12:59,120 The first paragraph is usually weird. And 307 00:12:59,420 --> 00:13:01,500 it's just flat on the webpage. This is 308 00:13:01,500 --> 00:13:03,900 not how we write on the web. So stop 309 00:13:03,900 --> 00:13:06,600 doing it. And yes, I mean, my biggest 310 00:13:07,380 --> 00:13:09,560 kind of pay-peave when testing with all 311 00:13:09,560 --> 00:13:12,640 pages, it's like a long, long list of 312 00:13:12,840 --> 00:13:15,500 quotes from people, but without any 313 00:13:15,660 --> 00:13:17,384 reasons, or they're not grouped around 314 00:13:17,384 --> 00:13:17,648 the product, or they're not grouped 315 00:13:17,648 --> 00:13:18,480 around the product or they're not grouped 316 00:13:18,480 --> 00:13:20,720 around the service and so on and and 317 00:13:20,720 --> 00:13:22,960 often it just leaves you thinking where 318 00:13:22,960 --> 00:13:24,800 are they real are they not real and so on 319 00:13:24,800 --> 00:13:27,820 but yeah great great video great 13 320 00:13:27,820 --> 00:13:29,740 things that you can use your next team 321 00:13:29,740 --> 00:13:31,860 meeting or website meeting and these were 322 00:13:31,860 --> 00:13:33,880 my top 3. But did you have any that maybe 323 00:13:33,880 --> 00:13:36,140 you were not sure about or that you are 324 00:13:36,140 --> 00:13:37,940 clearly in agreement with as well? 325 00:13:40,320 --> 00:13:43,080 A great video with lots of really good 326 00:13:43,080 --> 00:13:48,720 advice and some obvious things that over 327 00:13:48,720 --> 00:13:52,660 the years these things do need removing 328 00:13:52,660 --> 00:13:54,660 from your website. I like your point 329 00:13:54,660 --> 00:13:57,700 about the testimonial pages. We love 330 00:13:57,700 --> 00:13:59,560 testimonials. They're keyword rich, 331 00:13:59,560 --> 00:14:02,960 user-generated content, build trust, give 332 00:14:02,960 --> 00:14:04,420 you that professionalism, but let's 333 00:14:04,420 --> 00:14:05,820 integrate them into the content instead 334 00:14:05,820 --> 00:14:08,760 of having just a testimonials page. Yeah, 335 00:14:08,760 --> 00:14:10,900 press releases, you read them and they're 336 00:14:10,900 --> 00:14:13,340 like, yeah, what's this? Write the story 337 00:14:13,340 --> 00:14:15,800 yourself. So whatever story you're hoping 338 00:14:15,800 --> 00:14:17,280 that was going to be produced from the 339 00:14:17,280 --> 00:14:18,840 press release, write it yourself, put it 340 00:14:18,840 --> 00:14:20,280 on the website instead of just copying 341 00:14:20,280 --> 00:14:22,940 and pasting the, the, the, press release 342 00:14:23,080 --> 00:14:25,080 social media icons. I do agree with you, 343 00:14:25,080 --> 00:14:27,880 Pascal. I guess the halfway house is 344 00:14:27,880 --> 00:14:29,340 removing them from the header of the 345 00:14:29,340 --> 00:14:30,760 website and just having them in the 346 00:14:30,760 --> 00:14:32,900 footer of the website is a halfway house 347 00:14:32,900 --> 00:14:34,760 because the danger is that you've got 348 00:14:34,760 --> 00:14:37,020 them there, they click through, and of 349 00:14:37,020 --> 00:14:39,440 course, Facebook, Instagram, Twitter, 350 00:14:39,480 --> 00:14:41,600 LinkedIn, they're all designed to keep 351 00:14:41,600 --> 00:14:44,160 you there. They're all designed to get 352 00:14:44,160 --> 00:14:45,900 you looking at those adverts. So the 353 00:14:45,900 --> 00:14:47,620 danger, I guess, is that you do click 354 00:14:47,620 --> 00:14:48,940 through and you start looking at the 355 00:14:48,940 --> 00:14:51,180 stories of cats and dogs and you totally 356 00:14:51,180 --> 00:14:52,460 forget the business that you were looking 357 00:14:52,460 --> 00:14:54,600 at a minute ago. So I guess having them 358 00:14:54,600 --> 00:14:56,220 in the footer of the website is a halfway 359 00:14:56,220 --> 00:14:58,520 house to build that trust. It certainly 360 00:14:58,520 --> 00:15:01,140 do not remove them completely. But in 361 00:15:01,280 --> 00:15:04,240 short, great video, worth watching, and 362 00:15:04,240 --> 00:15:07,060 more importantly, a brilliant step in 363 00:15:07,060 --> 00:15:09,000 starting to feel proud of your website by 364 00:15:09,000 --> 00:15:11,200 removing stuff that just does not work. 365 00:15:11,980 --> 00:15:15,040 That does not work. It doesn't actually 366 00:15:15,440 --> 00:15:17,420 help people understand what you do 367 00:15:17,420 --> 00:15:19,500 sufficiently and particularly when we 368 00:15:19,500 --> 00:15:21,600 talk about the vague homepage headlines 369 00:15:21,600 --> 00:15:23,940 or the meaningless subheadings. Quick 370 00:15:23,940 --> 00:15:25,460 question before we move on to our next 371 00:15:25,460 --> 00:15:27,320 segment, this business or the homepage 372 00:15:27,380 --> 00:15:31,340 sliders. So in a way I kind of align them 373 00:15:32,100 --> 00:15:34,540 as a feature on the website, but Andy's 374 00:15:34,540 --> 00:15:36,900 point about, well, don't put too many, 375 00:15:36,900 --> 00:15:38,140 because someone's gonna spend the time 376 00:15:38,140 --> 00:15:39,660 watching it, and don't put the most 377 00:15:39,660 --> 00:15:41,260 important message at the end of your 378 00:15:41,260 --> 00:15:43,780 slider. Start with that. But I've seen 379 00:15:44,160 --> 00:15:46,340 good execution on the sliders. I've liked 380 00:15:46,340 --> 00:15:47,900 the 1 where actually it's just a text 381 00:15:47,900 --> 00:15:50,180 that is changing as opposed to the image, 382 00:15:50,180 --> 00:15:52,240 but where do you stand with the home page 383 00:15:52,240 --> 00:15:52,740 sliders? 384 00:15:53,900 --> 00:15:56,300 I think the data and the analytics show 385 00:15:56,480 --> 00:15:59,660 that the drop off is very quick. And so 386 00:15:59,680 --> 00:16:02,340 the chance of people getting to slide 3 387 00:16:02,340 --> 00:16:06,820 or 4 is, you know, you've lost I think 388 00:16:06,820 --> 00:16:12,220 80% by slide 3. So whilst as a website 389 00:16:12,300 --> 00:16:16,240 owner and staff within the business want 390 00:16:16,240 --> 00:16:17,660 to spend time and have a look at the 391 00:16:17,660 --> 00:16:20,860 website and they spend time looking, a 392 00:16:20,860 --> 00:16:23,860 user spends less than a second and then 393 00:16:23,860 --> 00:16:27,120 scrolls down. So I think slides is full 394 00:16:27,120 --> 00:16:33,380 stop. There's got to be a real reason and 395 00:16:33,380 --> 00:16:37,080 an obvious indication to the user that 396 00:16:37,080 --> 00:16:39,000 you can slide through to look at certain 397 00:16:39,000 --> 00:16:41,080 things. But if it's just there because 398 00:16:41,080 --> 00:16:43,020 you want to get across your 10 messages 399 00:16:43,400 --> 00:16:45,840 on the homepage, then it's the wrong 400 00:16:45,840 --> 00:16:46,700 reason, I think. 401 00:16:47,200 --> 00:16:51,640 And therefore, you are almost telling us 402 00:16:51,640 --> 00:16:54,600 that they may have a role maybe on a 403 00:16:54,600 --> 00:16:58,480 product specific page, maybe on the 404 00:16:58,480 --> 00:17:02,300 contact. Think it through. And I think 405 00:17:02,300 --> 00:17:03,880 sometime in web design, and that's what 406 00:17:03,880 --> 00:17:06,440 happens, isn't it? People just settle on 407 00:17:07,860 --> 00:17:11,280 the first execution. So, many, many years 408 00:17:11,280 --> 00:17:13,680 ago, came up with a home page slider, and 409 00:17:13,680 --> 00:17:15,760 they really copied as opposed to actually 410 00:17:15,760 --> 00:17:18,060 put the slider where people will take 411 00:17:18,060 --> 00:17:20,220 time. And maybe it's the FAQ section of 412 00:17:20,220 --> 00:17:22,460 your website. Maybe it's the resource 413 00:17:22,460 --> 00:17:23,980 section of the website, but somewhere 414 00:17:23,980 --> 00:17:26,320 where they tend to give you a bit more 415 00:17:26,320 --> 00:17:29,040 time than the home page, which is 0. 416 00:17:29,100 --> 00:17:31,095 Something seconds, you know? 417 00:17:31,150 --> 00:17:34,820 Yeah, Yeah. Let's move on to our third 418 00:17:34,820 --> 00:17:37,420 segment, which is the website engine 419 00:17:37,420 --> 00:17:37,920 room. 420 00:17:44,920 --> 00:17:46,960 Now in each episode, Jonny and I select 421 00:17:46,960 --> 00:17:49,160 an app, a software piece of kit that can 422 00:17:49,160 --> 00:17:51,480 make life easier as a website manager. 423 00:17:51,500 --> 00:17:54,820 And I just remind you that we have also 424 00:17:54,820 --> 00:17:57,540 recently released the ebook, the 50 425 00:17:57,900 --> 00:18:00,320 essential kits that you will need for 426 00:18:00,320 --> 00:18:02,560 your website. And Johnny, remind us 427 00:18:02,560 --> 00:18:04,820 before we wrap up this episode where 428 00:18:04,820 --> 00:18:07,680 people can get their copy of this amazing 429 00:18:07,860 --> 00:18:10,560 ebook. Now what is your selection for 430 00:18:10,560 --> 00:18:11,820 this episode in particular? 431 00:18:12,680 --> 00:18:15,440 Yeah in terms of the ebook I have just 432 00:18:15,440 --> 00:18:17,360 put that onto the screen if people are 433 00:18:17,360 --> 00:18:19,020 watching. For people that are listening, 434 00:18:19,020 --> 00:18:21,940 it's 90daymarketingmastery.com forward 435 00:18:21,940 --> 00:18:24,640 slash e hyphen book. Certainly it will be 436 00:18:24,640 --> 00:18:26,080 in the show notes as well, but that's our 437 00:18:26,080 --> 00:18:28,900 ultimate toolkit, 50 tools that we've 438 00:18:28,900 --> 00:18:30,620 mentioned in the first 25 episodes. But 439 00:18:30,620 --> 00:18:33,740 today's tool from me in episode 27, I'm 440 00:18:33,740 --> 00:18:36,900 going to highlight CloudFlare. So 441 00:18:36,900 --> 00:18:38,400 CloudFlare is designed to make everything 442 00:18:38,400 --> 00:18:40,140 you connect to the internet secure, 443 00:18:40,420 --> 00:18:43,640 private, fast and reliable. It's a great 444 00:18:43,640 --> 00:18:46,500 way to be able to manage the performance 445 00:18:46,640 --> 00:18:50,600 and security of your website to improve 446 00:18:50,720 --> 00:18:52,620 the performance, to improve the security, 447 00:18:52,940 --> 00:18:56,820 but also to what I'm seeing in the SEO 448 00:18:56,820 --> 00:18:59,340 industry is some clever techniques on how 449 00:18:59,640 --> 00:19:05,780 you can inject certain elements onto web 450 00:19:05,780 --> 00:19:08,200 pages very quickly and easily, so 451 00:19:08,200 --> 00:19:10,920 deploying SEO strategies and techniques 452 00:19:11,100 --> 00:19:13,140 without having to edit the code, without 453 00:19:13,140 --> 00:19:15,260 having to edit the website, and without 454 00:19:15,260 --> 00:19:16,980 even having to speak to web developers 455 00:19:17,960 --> 00:19:20,460 because as an SEO agency, we can control 456 00:19:20,660 --> 00:19:23,300 some of those elements within a tool like 457 00:19:23,300 --> 00:19:26,340 CloudFlare. So whilst it's producing 458 00:19:27,200 --> 00:19:29,620 websites that are faster, more reliable, 459 00:19:30,100 --> 00:19:32,900 more secure, it's also opened a door in 460 00:19:32,900 --> 00:19:34,980 terms of actually there's quite a few 461 00:19:34,980 --> 00:19:37,020 benefits in terms of being able to 462 00:19:37,020 --> 00:19:40,940 optimize and change things very easily 463 00:19:43,200 --> 00:19:45,440 without having to go through development 464 00:19:45,440 --> 00:19:47,660 teams, et cetera. So Cloudflare is my 465 00:19:49,380 --> 00:19:51,060 suggested app for this episode. 466 00:19:51,820 --> 00:19:53,860 Listen, everyone, you may be thinking, 467 00:19:53,860 --> 00:19:55,240 well, I'm not technical, that's not 468 00:19:55,240 --> 00:19:58,080 really my area of expertise, therefore 469 00:19:58,080 --> 00:19:59,980 I'll pass. But I think back to my 470 00:19:59,980 --> 00:20:01,720 statement earlier, This is what you need 471 00:20:01,720 --> 00:20:03,580 to take to the next meeting with your 472 00:20:03,580 --> 00:20:06,340 developers or with your colleagues who 473 00:20:06,340 --> 00:20:07,760 understand this element. You should at 474 00:20:07,760 --> 00:20:09,980 least do the research that's part of 475 00:20:09,980 --> 00:20:12,540 being that decision maker and being 476 00:20:12,540 --> 00:20:14,700 control the website want to be proud of. 477 00:20:14,700 --> 00:20:16,800 So My selection actually came out with 478 00:20:16,800 --> 00:20:20,760 something that I needed. Now emojis are 479 00:20:20,760 --> 00:20:23,580 not part of the written form of content. 480 00:20:24,080 --> 00:20:26,600 They will appear on occasion on video as 481 00:20:26,600 --> 00:20:29,420 well. And I will confess, Jonny, I've 482 00:20:29,420 --> 00:20:31,280 always been a little reluctant. I'm a 483 00:20:31,280 --> 00:20:35,200 late user of emojis because actually I 484 00:20:35,200 --> 00:20:36,860 was thinking, could there be 485 00:20:36,860 --> 00:20:40,160 misunderstood? Could you try and express 486 00:20:40,160 --> 00:20:44,620 something by adding a visual icon but 487 00:20:44,620 --> 00:20:46,560 actually it doesn't match the intent, 488 00:20:46,560 --> 00:20:49,020 doesn't match the tone, or you're worried 489 00:20:49,020 --> 00:20:51,140 that maybe it could be misunderstood by 490 00:20:51,400 --> 00:20:52,940 different individuals, different cultures 491 00:20:52,940 --> 00:20:56,060 and so on. So very recently, I needed to 492 00:20:56,060 --> 00:20:57,540 write an article, I needed some very 493 00:20:57,540 --> 00:21:01,300 specific emojis. And I have mentioned in 494 00:21:01,300 --> 00:21:03,600 the past this platform called Yatex, 495 00:21:04,240 --> 00:21:07,020 Y-A-Y-Tex, Yatex. That allows you to do a 496 00:21:07,020 --> 00:21:08,660 number of things including emojis, but 497 00:21:08,660 --> 00:21:10,660 the library is limited. And that's the 498 00:21:10,660 --> 00:21:12,340 point I want to make as well, Johnny. 499 00:21:12,340 --> 00:21:14,180 People are using AI, that's all fine. 500 00:21:14,220 --> 00:21:16,420 Please make sure you edit. But within 501 00:21:16,420 --> 00:21:18,420 that AI, there's also a very limited 502 00:21:18,660 --> 00:21:21,020 library of emojis because it's always the 503 00:21:21,020 --> 00:21:22,840 rocket ship and it's always the explosion 504 00:21:22,940 --> 00:21:25,720 or it's always the flames so please be 505 00:21:25,720 --> 00:21:27,580 careful. But this platform is called 506 00:21:27,720 --> 00:21:31,360 Emojis Wiki, emojis.wiki And not only can 507 00:21:31,360 --> 00:21:34,180 you find a much richer selection of 508 00:21:34,180 --> 00:21:36,720 emojis, the 1 was looking for was based 509 00:21:36,720 --> 00:21:38,800 actually on a film, but also they give 510 00:21:38,800 --> 00:21:41,820 you the meanings behind those emojis. So 511 00:21:41,820 --> 00:21:43,900 it gives you a moment of reflection to 512 00:21:43,900 --> 00:21:45,640 go, I don't want to use that, but 513 00:21:45,640 --> 00:21:47,800 actually could it be misunderstood or 514 00:21:47,800 --> 00:21:49,620 could you simply distract and people say 515 00:21:49,620 --> 00:21:51,180 well there's this disconnect between the 516 00:21:51,180 --> 00:21:53,920 words and the emojis. So emojis.wiki 517 00:21:54,640 --> 00:21:56,760 gives you a richer library to stand out 518 00:21:56,760 --> 00:21:59,220 from the crowd and avoid repeating the 519 00:21:59,220 --> 00:22:02,140 same kind of icons and emojis as 520 00:22:02,140 --> 00:22:04,220 everybody else, but also you get a moment 521 00:22:04,240 --> 00:22:06,460 of reflection because it will tell you 522 00:22:06,460 --> 00:22:08,320 about the likely meanings and 523 00:22:08,940 --> 00:22:10,700 understanding from your audience. 524 00:22:12,540 --> 00:22:16,260 I, emojis, whilst you were talking then, 525 00:22:16,940 --> 00:22:19,940 it reminded me that I do use emojis a 526 00:22:19,940 --> 00:22:22,320 lot. I like using emojis. They stand out. 527 00:22:22,920 --> 00:22:25,160 But that certainly can be an overuse. And 528 00:22:25,160 --> 00:22:28,180 1 of the things that I realized was I was 529 00:22:28,180 --> 00:22:32,540 doing a LinkedIn ad the other day and it 530 00:22:32,540 --> 00:22:35,680 got, I can't think the right word, 531 00:22:35,680 --> 00:22:37,200 refused is the wrong word but you 532 00:22:37,200 --> 00:22:41,800 understand what I'm saying, but the text 533 00:22:41,800 --> 00:22:44,320 that came back from LinkedIn wasn't clear 534 00:22:44,320 --> 00:22:46,340 at all and it was just saying that there 535 00:22:46,340 --> 00:22:49,760 was an issue with the content, it wasn't 536 00:22:49,760 --> 00:22:51,960 very clear. And I ended up on a LinkedIn 537 00:22:51,960 --> 00:22:53,980 chat with 1 of their support. And it 538 00:22:53,980 --> 00:22:56,180 turns out that their algorithm only lets 539 00:22:56,400 --> 00:22:58,840 a maximum of 4 emojis in a LinkedIn 540 00:22:58,840 --> 00:23:02,720 advert. So irrelevant of anything else, 541 00:23:02,720 --> 00:23:04,540 if there's more than 4, it will 542 00:23:04,540 --> 00:23:07,340 automatically get disallowed or whatever 543 00:23:07,340 --> 00:23:10,600 the word might be. So yeah, you can end 544 00:23:10,600 --> 00:23:12,440 up overusing them, but I do love an 545 00:23:12,440 --> 00:23:14,220 emoji. And I think the biggest point 546 00:23:14,220 --> 00:23:16,740 there is make sure you know what an emoji 547 00:23:16,760 --> 00:23:19,940 means when you're using 1 to make sure 548 00:23:19,940 --> 00:23:22,740 that it does fit the context. So that's 549 00:23:22,740 --> 00:23:25,580 this week's or this episode's website 550 00:23:25,600 --> 00:23:27,380 engine room. Pascal was talking about 551 00:23:27,380 --> 00:23:28,780 emojis.wiki and I was mentioning 552 00:23:28,780 --> 00:23:31,460 cloudflare.com. Let's move on to our next 553 00:23:31,460 --> 00:23:34,480 segment, which is the website call to 554 00:23:34,480 --> 00:23:34,980 action. 555 00:23:42,200 --> 00:23:43,540 Now, as our regular viewers and listeners 556 00:23:43,540 --> 00:23:45,400 will know, this is the 1 change, the 1 557 00:23:45,400 --> 00:23:46,840 adjustment that can really make a 558 00:23:46,840 --> 00:23:48,580 difference to your website for you, your 559 00:23:48,580 --> 00:23:50,500 audience, and make you feel proud of that 560 00:23:50,500 --> 00:23:52,800 online experience. Johnny, what is your 561 00:23:52,800 --> 00:23:53,740 call to action? 562 00:23:54,960 --> 00:23:57,220 I'm talking about structured data, schema 563 00:23:57,400 --> 00:24:00,160 markup implementation. So this is about 564 00:24:00,160 --> 00:24:02,120 understanding that Google, Bing, all the 565 00:24:02,120 --> 00:24:04,880 search engines out there are robots, 566 00:24:05,140 --> 00:24:07,900 they're computers and they, you are 567 00:24:07,900 --> 00:24:10,740 relying on a computer or a robot to 568 00:24:10,740 --> 00:24:13,440 understand the data about your business, 569 00:24:13,440 --> 00:24:15,240 about your organization, about the 570 00:24:15,240 --> 00:24:17,880 content on your website. If you imagine 571 00:24:18,660 --> 00:24:20,500 that Google is just actually just a 572 00:24:20,500 --> 00:24:22,540 massive Excel sheet with rows and 573 00:24:22,540 --> 00:24:24,960 columns, you've got the ability to be 574 00:24:24,960 --> 00:24:27,500 able to put your data into the correct 575 00:24:27,500 --> 00:24:30,300 row and the correct column to ensure that 576 00:24:30,300 --> 00:24:33,420 Google uses it at the most opportune time 577 00:24:33,700 --> 00:24:37,160 and the most optimized position. So if 578 00:24:37,160 --> 00:24:40,520 you want Google to feature you more on 579 00:24:40,520 --> 00:24:42,600 search results pages, it's about making 580 00:24:42,600 --> 00:24:44,160 sure your data goes into the correct 581 00:24:44,160 --> 00:24:46,520 column, the correct row within the 582 00:24:46,760 --> 00:24:48,900 massive Excel sheets. That's the best way 583 00:24:48,900 --> 00:24:50,660 to view it. And you can do this by 584 00:24:50,660 --> 00:24:52,560 implementing something called schema, 585 00:24:53,100 --> 00:24:54,960 which allows you to mark the data up to 586 00:24:54,960 --> 00:24:57,260 say, by the way, Google, this is the 587 00:24:57,260 --> 00:24:59,620 official service name, the official 588 00:24:59,620 --> 00:25:01,580 product name, the official company 589 00:25:01,580 --> 00:25:06,400 address, the official name of 1 of our 590 00:25:06,400 --> 00:25:09,060 members of staff, this particular piece 591 00:25:09,060 --> 00:25:10,700 of content is about this particular 592 00:25:10,780 --> 00:25:12,940 subject, this is the sale price, so many 593 00:25:12,940 --> 00:25:16,560 different things. There's thousands of 594 00:25:16,560 --> 00:25:19,900 different schemas. Just as an example, if 595 00:25:19,900 --> 00:25:21,400 you're a dentist, if you're an estate 596 00:25:21,400 --> 00:25:23,940 agent, there's particular schemas just 597 00:25:23,940 --> 00:25:27,540 for you to be able to expand on your 598 00:25:27,540 --> 00:25:29,180 services and to say to Google, by the 599 00:25:29,180 --> 00:25:31,440 way, this is a particular service in our 600 00:25:31,440 --> 00:25:34,160 dentistry. This is the opening times. 601 00:25:35,300 --> 00:25:38,500 There's a schema for every business and 602 00:25:38,500 --> 00:25:41,600 it's about using that schema to put your 603 00:25:41,600 --> 00:25:44,240 data into the correct row or column so 604 00:25:44,240 --> 00:25:47,000 that Google and Bing start highlighting 605 00:25:47,060 --> 00:25:49,460 you way more than you're possibly being 606 00:25:49,460 --> 00:25:50,820 highlighted right now. So this week's 607 00:25:50,820 --> 00:25:52,900 call to action for me is schema markup 608 00:25:52,900 --> 00:25:54,680 implementation. What's yours, Pascal? 609 00:25:55,160 --> 00:25:58,440 So mine is actually linked to yours in 610 00:25:58,440 --> 00:26:01,180 some ways, and AI is the bridge and the 611 00:26:01,180 --> 00:26:04,440 glue because your recommendation is very 612 00:26:04,440 --> 00:26:07,180 important. We've spoken about it over the 613 00:26:07,180 --> 00:26:09,540 years, but people can't delay because the 614 00:26:09,540 --> 00:26:11,340 way in which search results are changing 615 00:26:11,380 --> 00:26:14,440 and where you have different windows and 616 00:26:14,480 --> 00:26:15,860 different ways of things and all that, 617 00:26:15,860 --> 00:26:18,340 but also using AI, you have someone like 618 00:26:18,340 --> 00:26:20,100 Google and Bing would suggest the next 619 00:26:20,100 --> 00:26:22,380 question or the next set of results that 620 00:26:22,380 --> 00:26:24,300 you should be investigating. They will 621 00:26:24,300 --> 00:26:26,940 need the schema marker. But 1 thing that 622 00:26:26,940 --> 00:26:29,580 is obvious to me is that the search 623 00:26:29,580 --> 00:26:33,620 engine want to display your FAQs a lot 624 00:26:33,620 --> 00:26:35,660 more than they have done in the past. So 625 00:26:35,660 --> 00:26:37,760 my call to action is actually to review 626 00:26:37,800 --> 00:26:40,940 and refresh your FAQ section. I would go 627 00:26:40,940 --> 00:26:43,900 as far as saying plan to have different 628 00:26:43,900 --> 00:26:45,040 sections, a different part of the 629 00:26:45,040 --> 00:26:47,000 website. So instead of having 1 almighty 630 00:26:47,300 --> 00:26:49,460 FAQ section, almost like in all the 631 00:26:49,460 --> 00:26:51,720 testimonials, kind of grumble that we had 632 00:26:51,720 --> 00:26:53,940 a moment to go, think about dividing all 633 00:26:53,940 --> 00:26:56,140 those FAQs into different parts of the 634 00:26:56,140 --> 00:26:58,540 website. And then the question is, have 635 00:26:58,540 --> 00:27:00,240 you and your colleagues answered new 636 00:27:00,240 --> 00:27:02,100 questions recently? Because this is 637 00:27:02,100 --> 00:27:04,420 really important and it has to kind of be 638 00:27:04,420 --> 00:27:06,700 carried over to your FAQ session. And 639 00:27:06,700 --> 00:27:08,600 then is it time maybe to introduce more 640 00:27:08,600 --> 00:27:10,400 visual storytelling? You know, typically 641 00:27:10,440 --> 00:27:12,900 when you start with an FAQ to begin with 642 00:27:12,900 --> 00:27:15,600 is very short, so you need to expand on 643 00:27:15,600 --> 00:27:18,060 that or put a link to a longer 644 00:27:18,400 --> 00:27:21,180 explanation of what that might be. But 645 00:27:21,180 --> 00:27:24,880 also, the stats are very clear that 646 00:27:24,880 --> 00:27:27,120 people who can stop for a moment and 647 00:27:27,120 --> 00:27:29,760 watch a very simple kind of almost 648 00:27:29,760 --> 00:27:31,220 cartoon type things with different 649 00:27:31,220 --> 00:27:33,180 scenes, different stages and different 650 00:27:33,180 --> 00:27:35,760 steps, as well as the words. It's going 651 00:27:35,760 --> 00:27:38,200 to be very, very important. So for me, 652 00:27:38,200 --> 00:27:39,920 that's my culture actually. Review and 653 00:27:39,920 --> 00:27:42,540 refresh your FAQs. Make sure that the 654 00:27:42,540 --> 00:27:45,180 newer questions have been added. Expand 655 00:27:45,380 --> 00:27:48,380 on your kind of answers if need to link 656 00:27:48,380 --> 00:27:50,820 into others, but think about visual 657 00:27:50,860 --> 00:27:52,780 storytelling and all this will help with 658 00:27:52,780 --> 00:27:54,280 your search results as well. 659 00:27:55,140 --> 00:27:57,860 And of course, mark your FAQs up using 660 00:27:57,860 --> 00:28:01,560 schema. Make it very clear to Google that 661 00:28:01,560 --> 00:28:03,500 this is a particular question, this is 662 00:28:03,500 --> 00:28:05,320 the answer and it's related to this 663 00:28:05,320 --> 00:28:06,900 particular piece of content. 664 00:28:08,200 --> 00:28:08,700 Smashing. 665 00:28:09,480 --> 00:28:11,280 So what have we talked about in episode 666 00:28:11,280 --> 00:28:12,960 27? Well, it's been about maximizing your 667 00:28:12,960 --> 00:28:14,920 personal brand and website performance. I 668 00:28:14,920 --> 00:28:16,760 think We've absolutely touched on user 669 00:28:16,760 --> 00:28:18,880 experience as well. Thinking about, 670 00:28:19,240 --> 00:28:22,460 should you have your name in your domain 671 00:28:22,460 --> 00:28:24,760 name in your URL of your website? Could 672 00:28:24,760 --> 00:28:27,040 it be the way to really maximize the 673 00:28:27,040 --> 00:28:29,760 personal brand to create that trust, to 674 00:28:29,760 --> 00:28:32,320 create the personal connection? But also 675 00:28:32,620 --> 00:28:35,260 let's get rid of stuff that we've learned 676 00:28:35,280 --> 00:28:37,880 doesn't work on websites that distract, 677 00:28:38,340 --> 00:28:39,980 that doesn't give the right messaging, 678 00:28:39,980 --> 00:28:42,260 that doesn't help users instantly 679 00:28:42,380 --> 00:28:44,340 understand and be able to engage. So 680 00:28:44,340 --> 00:28:46,560 we've definitely covered usability. And 681 00:28:46,560 --> 00:28:48,580 then of course we've covered lots about 682 00:28:48,580 --> 00:28:50,800 performance, whether that be optimizing 683 00:28:51,300 --> 00:28:53,960 content, whether it be optimizing speed, 684 00:28:54,460 --> 00:28:56,820 security, using tools like Cloudflare, or 685 00:28:56,820 --> 00:29:00,280 even just how to use emojis and making 686 00:29:00,280 --> 00:29:03,500 sure you refresh and review your FAQs and 687 00:29:03,500 --> 00:29:05,660 marking them up with schema. So it's been 688 00:29:05,660 --> 00:29:07,400 an episode all about personal branding, 689 00:29:07,460 --> 00:29:08,660 website performance, and for me, 690 00:29:08,660 --> 00:29:09,980 usability as well. 691 00:29:10,440 --> 00:29:14,280 I like it. And everyone just do what we 692 00:29:14,280 --> 00:29:16,360 mentioned when we started, use to this 693 00:29:16,360 --> 00:29:18,000 episode as the agenda for your next 694 00:29:18,000 --> 00:29:20,220 meeting. And literally, there's 13 things 695 00:29:20,220 --> 00:29:22,120 to remove, you know, according to Andy 696 00:29:22,120 --> 00:29:25,240 from Obit Media. That's the checklist for 697 00:29:25,240 --> 00:29:26,980 your next meeting. And then ask the 698 00:29:26,980 --> 00:29:29,380 question, do we need to talk to our, you 699 00:29:29,380 --> 00:29:32,160 know, contacts about the Cloudflare? Do 700 00:29:32,160 --> 00:29:34,060 we need to talk about schema market? The 701 00:29:34,060 --> 00:29:35,800 answer is yes, and get that meeting in 702 00:29:35,800 --> 00:29:36,540 the diary. 703 00:29:37,460 --> 00:29:41,140 This has been episode 27 of our new 704 00:29:41,140 --> 00:29:43,260 podcast series, and I'm afraid that is 705 00:29:43,260 --> 00:29:45,160 all we've got for today. It's the audio 706 00:29:45,160 --> 00:29:47,620 companion to the new 90-day website 707 00:29:47,620 --> 00:29:49,500 mastery program. For more information, 708 00:29:49,500 --> 00:29:50,540 please visit 90daymarketingmastery.com. 709 00:29:51,900 --> 00:29:53,700 You'll be able to book your discovery 710 00:29:53,780 --> 00:29:56,680 call with either myself or Pascal. We'll 711 00:29:56,680 --> 00:29:58,520 be back with another episode, but for now 712 00:29:58,520 --> 00:30:02,060 I'll leave you with a fun video and audio 713 00:30:02,060 --> 00:30:03,840 montage whilst you go through your notes 714 00:30:03,840 --> 00:30:06,940 and actions. And as Pascal says, this is 715 00:30:06,940 --> 00:30:09,080 the agenda for your next meeting. Let's 716 00:30:09,080 --> 00:30:11,750 start feeling proud of your website. We 717 00:30:11,750 --> 00:30:12,860 look forward to seeing you soon. Thanks 718 00:30:12,860 --> 00:30:14,920 so much for watching or listening. Take 719 00:30:14,920 --> 00:31:35,580 care. Thanks for watching!