His online venture, We Are Country, has been launched in November 2015 with the aim to supply robust gear for all the country folks out there. His original website layout didn’t reflect the intended message. The background was cool blue color with bare navigation at the top and a large prominent logo. This logo was his forte, but the rest gave little idea of his niche – epidermis, hunting gear? In order to improve his website layout and branding, Travis got in touch with our Ecommerce Experts at Rock Paper Copy.
The background was changed from blue to rustic charcoal and the font, online forms and buttons have been adjusted to fit the new scheme. 6 products have been featured on a homepage to attract further clicks, and a header banner has been designed to reflect the Texas heritage and country branding.
Call To Action (CTA)
Strong CTA (Call to Action) has been included on each page, encouraging people to click further and take a desired action. All product pages have been re-written using clean bullet points and highlighting clothing specifics: material, sizes, design etc. CTA has also been included with each product description.
Shopify allows searching their store by tags, therefore we have included the tags within each product page to help people classify the items and find them effortlessly within the catalogue.
I’ve been running ecommerce businesses since 2007 and have always heard this rule as a mantra: ‘display your contact details in most visible place, ideally in a header or footer’. But right now, many businesses tend to use Facebook as their messaging service. I cannot agree with this method.
You should make contacting you as straightforward as you can. If you hide your contact details, customers might think: maybe they are hiding so I can’t contact them once something goes wrong. That’s the impression your customers might get.
What is your opinion, do you prefer dealing with businesses that show their contact details, or is it not that important anymore? Comment below!
Ranking well in competitive market
Michael’s website unfortunately suffered from a common problem faced by businesses trying to make it in a busy marketplace. He targeted very generic keywords ‘London wedding photographer’, which meant he was swamped by a competition in the race to the top place in the search engines. His website didn't have the prime Google position – essential to attract organic traffic.
We started by centralizing the logo and placing it at the top of the page. That allowed room for more links in the top navigation, adding to the user experience.
Improving visitors’ journey
The generic Info page was split into three separate pages, re-naming each one to: Wedding Info, FAQ and About. Michael previously had bit of everything on one page, which didn’t give his visitors the information they needed to make an informed decision. Our Ecommerce Experts added more content to each of the pages, kept most important ones (Wedding Info and About) in the top navigation, while placing FAQ in the footer menu.
Therefore branding, color palette and the right words make all the difference between someone staying on the website and hitting a back button. Page titles, font color and social media styling on Michael’s website needed bit of TLC to create a whimsical sophisticated atmosphere.
LSI keywords were used throughout the copy in order to avoid the ‘keyword stuffing’ penalty.
The additional feature of an Instagram feed was added and a brand new page Press was created to showcase Michael’s work as it appeared in the bridal publications.
Our Ecommerce Expert also helped Michael with creating Portfolio, centralizing the text in the homepage gallery and setting a primary domain in order to improve his SEO.
The changes took big part of two days to implement. Having really enjoyed working on Michaels’ website, I look forward to more projects like this in the future!
Freelance Content Strategist. Helping brands find a right voice, one story at a time. Passionate about animal onesies, meaningful conversations and well-spoken people
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