Author: Platinum Consulting

The world of search engine optimization (SEO) is always changing, and staying on top of the latest updates can be challenging. With each passing year, new trends and strategies emerge while old SEO myths continue to spread like wildfire. 

As a digital marketing agency, Platinum Consulting is committed to delivering accurate and effective SEO practices – and that means debunking SEO myths that hold us all back.

Search engine optimization requires a careful hand, and you need to know what Google and other search engines are actually looking for from your content marketing and SEO campaigns. 

So, without further ado, here are 10 SEO misconceptions to eliminate from your strategy this year.

Myth #1: Keyword Stuffing Still Works

Let’s be honest – this has always been shady. Repeating keywords excessively in an attempt to manipulate search engine rankings is as outdated and ineffective as it was in 2010. 

While doing so may have yielded some results years ago, major algorithm updates (such as Google’s Panda and RankBrain) have rendered this strategy obsolete. Keyword stuffing can even harm your website’s search engine optimization efforts.

Today’s search engines understand how to analyze content quality, relevance, and keyword density. Keyword stuffing creates unnatural and awkwardly written content that provides a poor user experience – and search engines can penalize you for such manipulative practices.

Be warned: web pages that are caught using more keywords than seems appropriate may even face ranking demotions or removal from search results altogether.

Instead of trying to take the shortcut to better placement in search results, prioritize effective keyword research and keyword targeting. Your end goal should be to create high-quality, user-centric content that feels natural and incorporates search terms organically. 

Myth #2: Content Length Is Irrelevant 

This is definitely one of the most common SEO myths in 2024. Short-form content has blown up on platforms like TikTok and Instagram, which has led to many short-sighted claims that long-form blogging is dead.

Those of us in the trenches of content marketing and keyword research know that’s not true. Content length continues to be a crucial ranking factor in SEO campaigns for one big reason: length correlates with providing comprehensive, valuable information to users. 

While there’s no one-size-fits-all answer to how long content should be, studies consistently show that longer-form content tends to rank higher in search engine results pages (SERPs). 

Longer content can simply cover topics in greater depth while also addressing more aspects of a subject. This enhances its relevance and usefulness to search engine users.

Moreover, long content typically attracts more backlinks and social shares, both of which hold a great deal of ranking power. High-quality, long-form content is also more likely to be cited and shared by other websites and social media users, signaling its authority and value. 

As you plan your content marketing and SEO campaign for this year, remember that shorter content tends to have a higher bounce rate and lower dwell time. This indicates lower user engagement, which remains a significant ranking factor for search engines. 

Myth #3: Backlink Quantity Matters More Than Quality 

Any SEO specialist will tell you that not all backlinks are of equal value to your search engine optimization strategies. The source of your backlinks is a huge ranking factor, but it also impacts your website’s perceived credibility. 

Some businesses view their link-building strategy as a numbers game, hunting down as many as possible. However, search engines like Google favor websites that prioritize the quality and relevance of links over sheer quantity.

High-quality backlinks come from trustworthy, authoritative websites within the same or related industry, and they serve as strong endorsements of a website’s content. Not only do these relevant links enhance your search engine rankings, but they can also drive targeted traffic to your site, as users are more likely to click on links from reputable sources. 

Conversely, low-quality external links from spammy or irrelevant websites can harm your site’s reputation and even lead to link-building penalties. 

In 2024, focus on genuine link-building outreach, content partnerships, and networking within relevant communities. This will strengthen your authority, improve your site’s search visibility, and establish your brand as a credible source of information within its respective niche.

Myth #4: SEO Can Be a One-Time Effort

We won’t lie – this SEO myth kind of makes us want to tear our hair out. 

An SEO campaign cannot be treated as a one-time effort. Search engine algorithms are dynamic, and when paired with evolving user behaviors, they contribute to an ever-changing field. 

Search engines like Google frequently update their algorithms to deliver the most relevant and high-quality search results to users. In other words, what works for an SEO campaign today may not be nearly as effective tomorrow. 

Even elements such as keyword research need to evolve as search trends and expectations shift. If you’re not continuously updating your SEO strategies, you’ll likely fall behind in SERPs.

Every aspect of optimization requires ongoing attention and refinement from SEO professionals. Although you might be hesitant to spend money from your marketing budget on indefinite SEO services, it’s the best way to stay ahead of your online competition. 

Myth #5: Keywords Hold Weight in Meta Tags 

Next up on the list of SEO myths, we need to talk about keywords in meta descriptions. If someone has told you they matter… they’re wrong. 

Meta keywords don’t hold significant weight in modern search engine optimization for two main reasons:

1. Search engines like Google have evolved to prioritize more meaningful ranking factors such as content quality, relevance, user experience, and backlink authority. 

2. Meta keywords were historically abused by website owners who would stuff them with irrelevant or misleading terms. Consequently, search engines began to devalue them.

Moreover, search engines have become increasingly sophisticated in understanding the context and intent behind user queries. They no longer rely solely on meta description keywords or tags to determine the topic or relevance of a webpage. Instead, they analyze the actual content of the page, including headings, body text, images, and other on-page elements.

You’re better off using your keyword research into other elements of your SEO campaigns, such as your content production and link building. 

Myth #6: Google Only Cares About New Content

We’re thrilled to debunk this particular SEO myth. You’ve poured energy, time, and money into your content marketing over the years, and believe us when we say that old work still holds value – even years later.

Google cares about old and new content as long as it provides users with relevant, up-to-date information. While fresh content may capture current trends and events, older content often retains value over time by serving as evergreen resources that continue to address users’ needs and queries. 

Google is smart enough to understand that some topics remain relevant regardless of when they were published. Therefore, Google’s algorithms consider various factors, including the quality, relevance, and authority of content, regardless of its age.

As you create content in 2024, consider how you can put your old work to better use. In some cases, you may be able to simply refresh your existing content to reflect industry changes and the latest best practices. In others, you can repurpose old content into different formats for a fresh perspective.  

We also highly recommend sharing old content through social media, email newsletters, or outreach campaigns (as long as it’s still relevant and accurate). This can reintroduce it to new audiences and drive additional traffic and engagement to your website.

Myth #7: Social Media Is Separate From SEO 

Social media is an enormous aspect of modern content marketing, and it certainly plays a role in search engine optimization strategies. From LinkedIn to Facebook, Instagram to Pinterest, all of the popular social platforms can help enhance brand visibility, drive, traffic, and generate valuable backlinks. 

Although these social signals don’t actually impact your rankings in search results, we know that a strong presence on social media can indirectly benefit your SEO efforts in a few ways.

Firstly, social media platforms serve as channels for distributing content, allowing businesses to reach a wider audience and drive more traffic back to their websites. In turn, this can signal to search engines that a website is providing valuable content that resonates with users.

Additionally, active participation on social media platforms can help businesses foster relationships with influencers, industry leaders, and potential collaborators. This contributes to opportunities for collaborative content creation and link sharing – both of which support SEO. 

Myth #8: XML Sitemaps Boost Rankings 

It’s true – XML sitemaps are a valuable tool for improving a website’s crawlability and ensuring Google can discover and index its pages. 

However, contrary to popular belief, XML sitemaps themselves do not directly boost organic rankings in Google SERPs. 

Submitting an XML sitemap to search engines like Google can help them understand the structure and hierarchy of your website, but it’s not a secret path to influencing how any of your individual pages rank. 

Think of XML sitemaps as a roadmap for search engine bots and crawlers. They can guide them to important pages and ensure they are indexed promptly, but they can’t do the heavy lifting of search engine optimization for you. 

Effective SEO requires a holistic approach that encompasses various elements, including content quality, relevance, backlinks, and user experience. If you’re putting all your eggs in the XML sitemap basket, that’s a mistake.

Myth #9: 301 Redirects Don’t Impact Rankings

301 redirects play a significant role in managing website migrations, URL changes, and consolidating content without losing rankings and traffic. 

When properly implemented, a 301 redirect should signal that a webpage has permanently moved to a new URL, transferring the majority of the original page’s ranking signals. This ensures visitors are seamlessly redirected to the most relevant page, preserving the website’s authority and visibility in organic search results.

While 301 redirects are essential for maintaining organic search rankings during website changes, they may also introduce minor ranking fluctuations as search engines adjust to the new URL structure. Additionally, excessive use of 301 redirects or redirect chains can potentially dilute ranking signals and impact crawl efficiency, leading to suboptimal performance in search results. 

The bottom line: 301 redirects are a valuable tool for managing website transitions and maintaining SEO equity, but they should be used judiciously and monitored closely to ensure minimal disruption to rankings and user experience.

Myth #10: HTTPS Is an Optional Ranking Factor

Last on our list of search engine optimization myths, we need to talk about Hypertext Transfer Protocol Secure (HTTPS). 

In this age of digital risk and cybersecurity breaches, HTTPS is not optional. Thanks to its significant impact on user trust, security, and rankings, Google has explicitly stated that HTTPS is a major ranking factor.

This means that websites with secure connections will undoubtedly receive some kind of boost in search rankings compared to non-secure websites. This underscores Google’s commitment to prioritizing user safety and ensuring a secure browsing experience for its users. 

HTTPS encryption protects sensitive user data, such as login credentials and payment information, from being intercepted by malicious actors. By migrating to HTTPS, websites demonstrate a commitment to user privacy and security, which can enhance user trust and confidence in the site’s legitimacy. 

Keep in mind that many modern web browsers now display warnings for non-secure websites, which can deter users from accessing or interacting with such sites. You don’t want people steered away from your site, which makes HTTPS encryption essential.

Get Help With Search Engine Optimization (SEO)

There you have it: those are the most common SEO myths we hear from misled clients and colleagues.

As you cultivate your SEO strategy going forward, keep these falsehoods (and truths) in mind. Things are always changing, and it pays to keep your finger on the pulse of what’s happening in the world of search engine optimization. 

Hire SEO Experts Today 

The best way to stay abreast of the latest trends is to work with dialed-in SEO specialists. 

At Platinum Consulting, we specialize in search engine optimization for businesses of various sizes and industries. We’re pros at helping clients cut through the noise with razor-sharp SEO strategies that generate lasting results. 

If you’re ready to jumpstart or streamline your local SEO strategy, talk to our SEO agency. We’re here to cover everything, from content marketing to creative website design and beyond.  

Contact us to set up your free, no-obligation consultation.

Asking for testimonials from loyal customers seems like it should be simple – but it requires a careful approach. Using the wrong tone or making an ill-timed request can quickly decrease your chances of getting valuable feedback. 

At Platinum Consulting Services, we intimately understand the importance of requesting testimonials to build trust, establish credibility, and attract other customers. 

Positive client testimonials serve as powerful social proof, helping potential customers feel more confident in choosing your products or services. More testimonials = better SEO results and more organic traffic on your website. 

Still, asking for testimonials can be… pretty awkward. It doesn’t matter if you’re requesting a written or video testimonial – you need to play your cards right. 

That’s why we’ve put together this guide on the right way to send testimonial requests. Take a look, then reach out to our team if you have any questions.

(1) Time Your Testimonial Request Emails 

Timing should be at the center of your plan to request customer testimonials. 

The best time for feedback gathering is when a positive experience with your business is fresh in your client’s mind. For example, if you’ve just completed a successful project, you can say something like, “I’m thrilled we achieved fantastic results with your project. Would you mind sharing your thoughts in a text or video testimonial?” 

By striking while the iron is hot, you increase the likelihood of receiving a positive response. Happy customers can provide the best online reviews, but they need prompting – quickly. 

Another opportune moment to send a testimonial request is when your client achieves significant milestones or successes as a result of your product or service. For instance, if you provide marketing services and your client sees a substantial increase in their website traffic or leads generated, they’ll likely be eager to sing the praises of your company.

By tying your testimonial request to achievements, you demonstrate the tangible value your business has provided and make it easier for them to provide positive feedback.

(2) Make Testimonial Requests Personal 

You’re asking for your client’s valuable time and energy, which means they deserve a personal request – not a standardized “please and thank you!” message. 

A personal message when requesting customer testimonials shows your clients that you respect THEIR individual experiences and quality testimonials. This isn’t just a run-of-the-mill testimonial email template – it’s a genuine conversation between the two of you. 

One way to personalize your direct message is by referencing specific details about the project or interaction you had with the client. For example, you could mention a particular challenge you helped them overcome or a specific feature of your product that they found especially beneficial. 

Additionally, you’ll want to use a friendly, conversational tone can make your otherwise formal request feel more personal and genuine. Avoid using generic templates or language that sounds robotic. Instead, tailor your testimonial request to each client and use language that reflects your relationship with them. 

Ultimately, the goal should be to establish a friendly, intimate tone that establishes a personal connection before you send your testimonial request.

Bonus tip: consider the preferred communication style of your client when sending your customer review request. 

Some clients may prefer email communication, while others may prefer phone calls or text messages. By choosing a communication method that aligns with your client’s preferences, you demonstrate that you respect their individual preferences and are willing to accommodate their needs. 

(3) Simplify the Process 

If you want happy customers to provide positive feedback, make the process more appealing. Provide clear testimonial instructions and tell your clients exactly what you’re looking for so there’s no grey area. 

For example, you could create a template or questionnaire that prompts clients to share specific details about their experience, such as the problem they were facing, the solution your product or service provided, and the results they achieved. By providing a structured testimonial request format, you make it easier for clients to organize their thoughts and provide at least a few words.

Another way to simplify how you collect testimonials is by offering multiple options for submitting client feedback, as we mentioned earlier. Some clients may prefer to respond in a testimonial form, while others may feel more comfortable recording a video testimonial or providing feedback via text messages. 

By offering flexibility in how loyal clients can submit their testimonials, you accommodate their preferences and make the process more convenient for them. Additionally, providing guidelines or tips on how to create an effective testimonial can help clients feel more confident in their ability to provide a written or video testimonial. 

(4) Express Sincere Gratitude

You appreciate this customer feedback, right? Then tell them!

Expressing sincere gratitude when requesting customer testimonials acknowledges the value of their input and the time they’re taking to share their experiences. 

You could say something like, “I truly appreciate your willingness to share your thoughts with us. Your feedback is invaluable in helping us improve our services and better serve other clients.” This sets a positive tone and shows your clients that you truly appreciate this favor.

Once you have the feedback in hand, don’t forget to follow up your testimonial request with a sincere thank-you message. Let your clients know how much their feedback means to you and how it will be used to improve your products or services. 

(5) Offer a Worthwhile Incentive 

When requesting customer testimonials, offering an incentive can be a meaningful way to show appreciation for their effort and encourage their participation. We’re not saying to bribe your clients, per se, but a little incentivization always helps get things moving. 

One effective incentive is to offer a discount or bonus on future purchases or services. For instance, you could offer a discount on their next purchase as a thank-you for providing a testimonial. This not only demonstrates your gratitude but also provides tangible value to the client, making it more appealing for them to respond to your testimonial request.

Another incentive option is to offer exclusive access to a resource or feature that is valuable to your clients. 

For example, you could offer early access to a new product or service, a free consultation or training session, or access to premium content or resources. This creates a sense of exclusivity and adds extra value to the client’s participation in providing a good testimonial. 

If you’re looking for a more unique customer testimonial strategy, consider offering a charitable donation or contribution on behalf of the client as an incentive. This not only incentivizes the client to participate but also aligns your business with a positive cause, showcasing your commitment to doing good outside of your company.

(6) Follow Up 

Following up respectfully after a testimonial request will help you a positive client relationship and encourage participation – but be careful about overdoing it. 

After sending the initial request, give your client some time to respond before following up. When you do reach out, be polite and respectful of their time. Just send a friendly reminder email or make a brief phone call to check in on their progress. 

For example, you could say, “Hi [Client’s Name], I hope you’re doing well! I wanted to follow up on my previous request for a testimonial. I understand you’re busy, but I just wanted to gently remind you of the opportunity to share your experience with us. Your feedback is incredibly valuable, and we’d greatly appreciate it whenever you have a moment to provide a few words.”

If you still haven’t received a response after the initial follow-up, it’s okay to send one more gentle reminder. However, be mindful not to come across as pushy or demanding when you request testimonials. Express your gratitude for their consideration and reiterate that their feedback is very important to you. 

Maintaining a respectful, courteous tone in your follow-up communications shows your most loyal customers that you respect them, even if they are unable or unwilling to provide a testimonial. 

(7) Respect Their Decision

Let’s say your client doesn’t respond to your testimonial request or downright refuses it. What then? Well, you’re pretty much out of luck – at least for now. 

Don’t try to change the client’s mind or pester them again. Respecting the client’s decision not to respond to a testimonial request will help you maintain a positive relationship and demonstrate professionalism.

Not all clients will be comfortable or willing to provide testimonials for various reasons, but you need to respect each client’s personal preference regardless. Accept their decision and move forward gracefully. 

If a client openly declines to fill out a testimonial form, you can respond with a message along the lines of, “Thank you for letting us know your decision regarding the testimonial request. We understand and respect your choice, and we appreciate your honesty and consideration. Please know that we value our relationship with you, and we’re here to support you in any way we can.”

Additionally, we recommend reassuring the client that their decision to respond to testimonial requests will not affect your relationship or the quality of service they receive. This helps reinforce your professionalism and commitment to the client’s satisfaction, regardless of their decision regarding the testimonial request.

Need Help Requesting Testimonials? Let’s Talk.

When it comes time to collect testimonials from old and new customers, take a long-haul approach. You need to prioritize the relationships with these customers first, rather than sacrificing your image or standing with loyal clients in the name of organic feedback. 

But we get it – requesting testimonials might sound easy but can feel complicated. 

At Platinum Consulting, we specialize in online reputation management. In other words, we’re pros at helping you share customer success stories through existing testimonials. We’re also adept at creating the right testimonial form for your needs and theme. 

In today’s competitive market, you need every possible edge to attract potential customers. If you’re trying to secure client testimonials but striking out more than not, we’re here to help. 

Reach Out to Platinum Consulting

Contact us today to set up your free consultation. We’ll help you gather written feedback, produce your next video testimonial, and generally improve your company’s online presence. 

As soon as you start to dip your toes in the realm of digital marketing, you’ll find yourself presented with two pathways: search engine optimization (SEO) and pay-per-click (PPC) advertising. 

On a surface level, both methods aim to drive traffic to your website, increase visibility, and ultimately boost conversions. However, they are not the same – and when it comes to deciding where to allocate your marketing budget, you’ll need to evaluate SEO vs PPC. 

Feeling torn? Don’t fret – we’re here to help you choose the right combination of strategies for your brand’s needs. 

But first, let’s dive deeper into SEO vs PPC  so that you can enter the decision-making process feeling informed and prepared. 

Understanding SEO

Think of SEO as the long game of digital marketing. This isn’t something that works for your business overnight – but that doesn’t mean it’s not effective. 

SEO involves optimizing your website to rank higher in organic search results on search engines like Google, Bing, and Yahoo. The primary goal is to improve your website’s visibility and attract qualified traffic without directly paying for clicks.

According to research from Backlinko, only 9% of Google searchers make it to the bottom of the first search results page. Just as notably, 50% of Google users click on their results within just 9 seconds of searching – which means your website needs to be front and center to snag their attention.

That’s what SEO helps you do. More specifically, let’s take a look at the unique benefits SEO can offer you over other digital marketing strategies. 

Pros of SEO 

Cost-Effective Long-Term Strategy

While SEO requires an upfront investment in time and resources, the results can be long-lasting. Once your website starts ranking well for relevant keywords, you can enjoy a steady stream of organic traffic without continuously paying for clicks.

As of 2024, the average ROI of a well-executed SEO campaign is estimated to be a whopping 275%. In other words, you are nearly quadrupling the value of the money you spend on great SEO work. 

Credibility and Trust

Another important element of quality SEO campaigns is that they make your brand look better. Websites that appear at the top of organic search results are often perceived as more trustworthy and credible – and that’s a huge boon for your business. 

Targeted Organic Traffic

SEO also allows you to target specific keywords in search results related to your business, ensuring that the organic traffic driven to your website is actually relevant. This increases the likelihood of converting visitors into customers – rather than attracting audiences who will bounce away quickly.

Cons of SEO

Time-Intensive

As we just mentioned, SEO is not a quick-fix solution. It takes time to conduct keyword research, optimize content, and earn backlinks – and it will likely be several months before you see any significant changes in your organic search results. This is especially true in competitive industries such as legal services, real estate, and eCommerce.

Algorithm Changes

SEO strategies are always looking to hit a moving target. Search engine algorithms are constantly evolving, which means your strategy needs to adapt accordingly. These algorithm updates can cause serious fluctuations in rankings, requiring ongoing monitoring and adjustments.

Still, SEO campaigns are arguably critical in today’s environment. Almost every shopper begins their journey via a search engine (primarily Google), and if your business isn’t ranking well in the right search results… you’ll struggle to compete and grow. 

Understanding PPC Campaigns

You know when you’re on search engine results pages (SERPs) and you see those sponsored ads at the top of the list? Well, businesses are paying to get their names there through PPC advertising. 

In comparison to SEO, PPC ads offer a more immediate and targeted approach to driving traffic to your website. Businesses can bid on keywords and pay each time a user clicks on their ads, pushing eager shoppers directly to their doorsteps. 

This year, it’s estimated that advertisers will spend around $190.5 billion on search advertising around the globe. So if you’re thinking about upping your spending on PPC campaigns in 2024… you’re not alone.

Pros of PPC

Immediate Visibility

Unlike SEO, PPC ads appear at the top of search engine results pages immediately after launching a campaign. This instant visibility can drive traffic to your website ASAP and generate leads or sales.

Control and Flexibility

PPC platforms like Google Ads and Bing Ads offer extensive targeting options, allowing you to reach your ideal audience based on parameters such as demographics, location, and interests. You also have full control over your ad spend and can adjust your budget and targeting parameters in real time.

Measurable Results

PPC advertising campaigns provide detailed analytics and conversion tracking, allowing you to accurately and quickly measure the effectiveness of your ads. You can track metrics such as click-through rate (CTR), conversion rate, and return on investment (ROI) to optimize your campaigns for better performance (and avoid wasting money).

Cons of PPC

Cost

PPC advertising might offer instant results, but each visitor comes at a cost (literally). You pay for every click on your ad, regardless of whether or not it leads to a conversion. 

Depending on your industry and competition, certain keywords can be highly competitive and expensive to bid on. You might be moving a slower target than with SEO, but your PPC campaign darts can still miss the mark and drain your budget if you’re not careful. 

Dependency on Budget

At the end of the day, the success of your PPC campaigns relies heavily on how much you’re willing to spend. 

Paid ads require a continuous investment to maintain visibility and traffic. Once you stop funding your PPC campaigns, your ads will no longer appear in search results and stop producing results, unlike search engine optimization tactics that last for years. 

So, Which Should You Invest In?

Deciding to invest in SEO vs PPC is a heavily personal choice. The right answer depends on many things, including your specific goals, budget, and timeline restrictions. 

To help you work toward your decision, we have two important questions for you to answer: 

(1) Are You Looking for Long or Short-Term Results?

If you need immediate visibility and results, a PPC campaign may be the way to go. It allows you to generate targeted traffic quickly, making it ideal for promotions, product launches, or seasonal offers.

On the other hand, if you’re more interested in sustainable, long-term growth, investing in SEO is the smartest choice. It requires patience and persistence, but the rewards can be significant in terms of organic traffic and brand authority.

(2) Can You Embrace a Hybrid Approach?

If your budget and timeline allow you to blend SEO and PPC, that’s often the best solution for businesses. Many opt for a combination that allows them to leverage the unique benefits of each strategy without maxing out their budgets. 

By diversifying your marketing efforts, you can maximize your reach and ROI across different channels. After all, it’s never the best option to put all your eggs in just one basket. 

Ready to Jumpstart Your SEO or PPC Campaign? 

In conclusion, there is no one-size-fits-all answer to the SEO vs PPC debate. Both strategies have their merits and can complement each other effectively. To decide between the two, you’ll need to carefully evaluate your business’s current and future goals. 

Still not sure how to think about SEO vs PPC? Let’s talk! 

Discuss Your SEO vs PPC Needs With Our Team

At Platinum Consulting, we specialize in crafting tailored digital marketing strategies that align with your objectives and budget. Whether you’re seeking to improve your website’s position in organic search results or launch a targeted PPC campaign, our team of experts is here to help.

Contact us today to set up your free consultation. We’ll assess your current position in search results, then provide the top recommendations for boosting organic traffic and reeling in website conversions.

Nowadays, everyone cares about the experience your brand can offer – and that starts on your website. 

In the World Usability Congress UX Trend Report of 2023, 64% of respondents rated the impact of “experience design” as “very important” in terms of business performance. Furthermore, up to 98% of respondents believe that “experience design” will become more popular in the next decade. 

Long story short, people aren’t just looking to buy or sell or learn – they’re looking to engage in something greater than themselves, and as a business, you need to offer that to them. 

That’s why your website’s creative design is more important than ever. Now’s the time to adopt a user-centric approach to bringing all the right visual elements to the table – and none of the wrong ones. 

Your website’s user experience (UX) will make or break your success, especially in terms of lead generation. To make sure you’re on the right track, here are eight UX design elements that might be turning people away, rather than drawing them in. 

1. Slow Page Load Times

As far as user experiences go, waiting (in line or online) is never a great one. User research tells us that most consumers expect websites to load in under three seconds – and the faster, the better.

Throughout your site’s UX design process, make sure you’re prioritizing a truly enjoyable user interface – one that renders quickly and is easy to use. In today’s hyper-connected world, patience is a rare commodity. If your website takes ages to load, users are more likely to hit the dreaded back button and seek greener (read: faster) pastures elsewhere. 

How to Speed Up Your Website

If you know your UX design is being tarnished by slow-loading images or text, it’s time to optimize. Focus on compressing images, minifying CSS and JavaScript files, and leveraging browser caching. If none of that works, it’s time to get in contact with a web design expert for help.

2. Cluttered Design

Have you ever walked into a physical store, only to feel immediately overwhelmed by narrow aisles and jam-packed racks or shelves? 

You don’t want your site visitors to feel the same way about your UX design elements. It’s great to add features that boost user interface capabilities, but at the same time, you don’t want to inundate visitors with an obnoxiously cluttered or chaotic visual design. 

Don’t believe us? Well, GoodFirms estimates that about 87% of web designers have selected “crowded web design” as the most common website mistake made by small businesses. 

How to Clean Up a Crowded Site 

As you embark on the UX design process, focus heavily on user preferences. What does your target audience want to see, and how can you present it to them in an organized, appealing manner? 

Hot tip: don’t be afraid of white space. Focus on eliminating unnecessary UX elements, choosing instead to embrace a website aesthetic that’s clean, simple, and pleasing to visitors. 

3. Confusing Navigation

Imagine trying to navigate through a labyrinth with no map, signposts, and certainly no thread from Adriene. That’s how users feel when they encounter confusing a slapdash website with little to no navigation system. 

Throughout the UX design process, you must prioritize information architecture (IA). This is the concept of organizing, structuring, and labeling content effectively and sustainably – so your visitors can find their way through the maze and to their final destination. 

How to Simplify Your Website’s Architecture

Start by implementing intuitive navigation menus, clear calls-to-action, and a logical site structure. Then, monitor user behavior to determine which UX design elements are causing the most friction. Is it a poor search function, or is your product menu difficult to navigate quickly? 

4. Non-Responsive Design

In the era of smartphones and tablets, a non-responsive website is like putting on an old black-and white-film for a bunch of young CoComelon fans. Trust us: you won’t get a good response.

A non-responsive UX design can easily result in a disjointed and frustrating user experience. With the increasing prevalence of mobile devices for browsing the internet, users expect websites to seamlessly adjust to their screens, whether it’s a smartphone, tablet, or desktop. When a website fails to meet these expectations, they might quickly abandon the site in search of one that provides a smoother, more engaging browsing experience.

How to Make Your Site More Responsive

Nowadays, designers must prioritize responsive web design throughout the entire design process. This starts with incorporating functional specifications that outline the need for responsiveness across various devices. 

Web designers should also create wireframes and prototypes that demonstrate how the layout and elements will adapt to different screen sizes. This allows them to identify potential issues early on and make necessary adjustments to ensure a consistent and user-friendly experience across all devices. 

5. Lack of Accessibility

Accessibility isn’t just a buzzword – it’s a fundamental aspect of modern web design. Failure to cater to users of all ability levels can alienate a significant portion of your audience, but it can also render you non-compliant with the latest internet regulations. 

Furthermore, a lack of website accessibility in a UX design can send visitors away in droves. It creates barriers for users with disabilities, hindering their ability to navigate and engage with the website effectively. 

Without proper accessibility features, such as alt text for images, keyboard navigation options, and clear content hierarchy, users with disabilities may struggle to access information or complete tasks on the website. 

How to Boost Website Accessibility

To ensure website accessibility, take proactive steps throughout the UX design process. This begins with conducting user research to understand the diverse needs and preferences of all potential users. 

By gaining insights into the specific challenges faced by users with disabilities, you can tailor the UX design to effectively address these needs. 

Additionally, incorporating accessibility considerations into user testing allows you to evaluate the usability of the website from the perspective of users with disabilities and identify areas for improvement. The goal is to create an inclusive and accessible website that offers an exceptional user experience for all kinds of visitors. 

6. Intrusive Pop-Ups

We’ve all encountered those pesky pop-ups that hijack our screens and demand our attention, and let’s be honest: we hate them. 

Intrusive pop-ups can be incredibly annoying, regardless of what they’re promoting or how easy they are to dispel. If you use these features too often (or too recklessly), you can easily send visitors running for the hills. 

When It’s Okay to Use Pop-Ups

Pop-ups are accessible in some circumstances – but only if they are implemented thoughtfully and strategically as part of the UX design process to enhance user experience, rather than detract from it. 

For instance, pop-ups can be used to deliver relevant and timely information, such as notifying users about limited-time offers, inviting them to subscribe to a newsletter for exclusive updates, or providing helpful tips or assistance during their journey on the website. 

When designing pop-ups, carefully consider factors like timing, frequency, and ease of dismissal. You can easily find yourself on shaky ground, so always err on the side of caution if you’re concerned about how the pop-up will be received. 

7. Poor Mobile Optimization

Mobile optimization isn’t just a nice-to-have feature – it’s a must-have in today’s mobile-first landscape. Currently, mobile and desktop each account for 50% of online traffic, which means your mobile website is JUST as important as your desktop site.

A lack of mobile optimization results in a subpar user experience characterized by slow loading times, distorted layouts, and cumbersome navigation. This frustrates users and discourages them from engaging with the website further, likely leading to higher bounce rates and lost opportunities for conversions. 

Furthermore, today’s users have countless alternatives at their fingertips – and a poorly optimized mobile experience can tarnish a brand’s reputation and send them running into the arms of your competitors. 

Tips for Jumping on the Mobile Bandwagon

For starters, you’ll need to prioritize mobile optimization throughout the UX design process, starting with incorporating mobile-specific functional specifications into the project requirements. 

By understanding the unique constraints and capabilities of mobile devices and considering the context in which users interact on smaller screens, you can create responsive web designs that adapt seamlessly to various screen sizes and resolutions. 

Additionally, conducting user research (specifically focused on mobile users) can help you understand their preferences, behaviors, and pain points. By integrating mobile optimization into the UX design from the outset and continually testing and iterating based on user feedback, you have the opportunity to create truly mobile-friendly experiences.

Tailor Your UX Design for Success 

Ultimately, research shows that every $1 invested in UX brings an average of $100 in return. That’s an ROI of 9,900% – which means you should never skimp on your UX design process, regardless of your industry or business size.

For your website to thrive, you need to partner with website gurus who understand your visual design requirements, as well as your functional specifications and requests. It’s also helpful to work with web designers who help with user research to understand what your target audience wants and needs.

Fortunately, that’s precisely what our website designers are here to help with.

Contact Platinum Consulting Today 

Your website is the digital storefront of your business – and you shouldn’t have to compromise on aesthetics for a superior user experience. Our team specializes in extraordinary website designs that turn clicks into revenue and visitors into loyal customers.

To learn more, get in touch with our UX designers. We’ll start with a free consultation to learn what your website needs and how we can help. 

If you’re looking to boost your eCommerce conversion rates, you must understand one critical (but complex) concept: human psychology. 

All successful eCommerce businesses are selling something, but more importantly, they’re tapping into consumer behaviors and thought processes. This is a quintessential aspect of conversion rate optimization (CRO), and yet it’s one many brands overlook. 

Did you know the average landing page conversion rate is only 5.89%? 

In other words, most landing pages are failing to generate sales – and that’s likely because they’re not optimizing with the right psychological strategies.

It doesn’t matter if you’re selling business to business or business to consumer: you need to understand your audience, their emotions, and their online shopping experiences. 

In this blog post, we will delve into psychology-driven eCommerce CRO tips to drive sales and conversions to your online store. 

(1) Make a Resounding First Impression 

First impressions matter, especially when talking about your landing page. 

According to the U.S. Chamber of Commerce Institute for Organization Management, 55% of first impressions are made based on what we see, and at least 7% are made by the words we hear or read. 

This means your landing page needs to (1) look great and (2) say all of the right things. If you don’t check these two boxes, your eCommerce business can (and will) lose new visitors in seconds. 

To increase your online sales, focus heavily on creating a landing page that encourages people to stick around. Use strong visual elements that align with your brand identity, as well as concise, hard-hitting content that snags users’ attention. 

Think of your landing page as a firm handshake in a business meeting. Does it give visitors an attractive, positive first impression – or does it have the appeal of a limp fish? 

(2) Prioritize Persuasive Headlines

Never underestimate the power of the words on your landing page, especially your headlines. These are the first pieces of text your potential customers will encounter, and like we just talked about, they need to make a positive impression immediately. 

More specifically, landing page headlines need to persuade. That’s a fancy way of saying they need to make humans believe something and take action on that belief – likely by purchasing a product or signing up for a service. 

An example of a non-persuasive landing page headline: Check out our products! 

An example of a more persuasive headline: Transform your lifestyle with our limited-time solutions. 

That’s a general example, but you get the drift. When people are online shopping, you can’t just present them with information –  you need to push them to take that final step and convert, and that starts with convincing, compelling text. 

(3) Use Color Strategically 

Color and psychology are intimately connected. By learning to leverage this concept on your landing page, you can evoke certain emotions in your audience (and increase the chance of scoring a customer). 

According to an interview with the American Psychological Association, color associations are pretty much universal. That means no matter who you’re selling to or what country they’re in, they likely have similar feelings about different colors. Red is associated with anger and love, yellow with joy, black with sadness, and so on. 

In online marketplaces, you’ll likely notice that many online stores stick with white or light gray coloring for a sleek, modern look. Others opt for blues, greens, and soft colors that feel inviting and soothing. 

We’re not going to tell you which color scheme is right for your landing page – that depends on your eCommerce business. What we are telling you is that color matters, so put some serious thought into the emotional associations of your page’s design. 

(4) Offer Social Proof and Trust Signals

FOMO isn’t just something people talk about on TikTok. The fear of missing out dictates many human behaviors, and it often propels people to buy popular, trendy products. 

That’s why social proof is vital to every eCommerce company. When creating your landing page, clearly display product reviews and user-generated content. This is one of the best ways to get people on board and reassure skeptical shoppers. 

Interestingly, people often don’t even seem to care about the kind of reviews on your website. In many cases, it’s the quantity that counts — how many people have purchased and/or used what your eCommerce business is selling. 

Don’t get us wrong: you still want quality social proof. It’s not just a numbers game, but the more people who seem interested in your products and services, the more likely others will be to join the crowd. Most of us are pack animals, and if we feel like we’re missing out, we’ll act. 

(5) Create a Sense of Scarcity and Urgency

“Limited-time offer!” 

“Act now before we sell out!” 

“Get your one-day discount!” 

As cheesy as these scarcity tactics might sound, the truth is they work. Whether you’re creating a full eCommerce store or a specific landing page, it’s a good idea to encourage a sense of urgency. 

We’re not saying to rile people up or lie about the availability of your product. What we are saying is to give people reasons to act quickly, rather than encouraging them to put something in their cart and think on it for days. 

The scarcity mindset is a core tenant of psychology. When we believe an item is in short supply or temporarily available, we attribute a higher value to it. The product seems more unique and desirable – and that encourages more effective conversion rates. 

When building a landing page for your eCommerce business, find opportunities to implement tactics that elicit immediate action. Share limited-time offers, highlight seasonal sales, or even include a countdown timer for a big discount. 

(6) Streamline the Page’s Navigation 

Just like any winning eCommerce website, a well-optimized landing page should be straightforward and easy for any shopper to navigate. We humans are easily aggravated, and a confusing, chaotic website will quickly drive us away. 

An effective landing page should be fairly simple and get straight to the point. More importantly, it should deliver a clear message to visitors and offer an easy way to collect customer data for further communication and marketing purposes. 

A cluttered landing page layout will almost certainly lead to high bounce rates. Ensure that key information is easily accessible and the user journey flows seamlessly. Use clear call-to-action buttons that guide users toward the desired conversion point, and whenever possible, reduce friction to enhance the overall experience.

(7) Make Your Audience Feel Special  

One of your leading branding strategies should be zeroing in on YOUR target audience. This allows you to better personalize to individual groups and make them feel understood, catered to, and valued. 

Countless philosophers have said it many different ways, but John Dewey put it most succinctly: “The deepest urge in human nature is ‘the desire to be important.’”

This is especially true when customers are shopping online. If they stumble across a dedicated landing page tailored to people just like them, they’ll be more likely to stick around, learn about the product, and maybe even convert. 

As you build landing pages for your eCommerce business, pay attention to your customer data. Who are you targeting? What are their unique needs and goals, and how can you offer them a one-of-a-kind solution or experience? 

That’s what your landing pages need to tap into. 

(8) Optimize for Painless Mobile Commerce 

How do you want your mobile users to feel when they use your landing page: frustrated or engaged? If you’re shooting for the latter, mobile responsiveness is a non-negotiable. 

At the end of the day, humans are pretty simple. If we form positive associations with something, we’re more likely to engage with and revisit it. If we have a negative experience with something, we’ll likely turn tail and steer clear. 

The same goes for your eCommerce landing page. You need it to be incredibly easy to use, especially on mobile devices. 

Today’s phone and tablet users expect seamless browsing experiences. If your landing page isn’t optimized for mobile screens, takes a long time to load, or looks distorted on small screens… you can kiss that positive user experience goodbye. 

If you want to encourage conversion, focus on building a landing page that makes shopping from a mobile device easy and enjoyable. The more painless you make the mobile purchase process, the more you’ll entice visitors to take action.  

Is Your Landing Page Failing to Convert? Let’s Talk. 

Understanding the psychology of your audience is a game-changer, no matter your industry or business size. Whether you’re picking the right landing page colors or sharing user testimonies, your goal should always be to spur positive experiences (and more conversions). 

If your eCommerce landing page isn’t converting, we’re here to help. 

At Platinum Consulting Services, we specialize in creating bridges between eCommerce businesses and their customers. We’ll figure out where the disconnect lies and how we can tap into your audience’s minds to encourage higher conversion rates. 

Book Your Landing Page Consultation Now 

To learn about our eCommerce website development and creative design services, schedule a call today. Our CRO specialists will help identify your landing page’s biggest opportunities for improvement. 

Your business site is the digital face of your brand. Its launch should catapult you into the public eye in the best way possible – and that means crafting conversion-oriented content. 

With the advent of generative AI tools, some startups are taking care of website copywriting in-house instead of hiring third-party services. 

That might seem like a great way to save money and get your site up quickly, but be warned: Content writing is an area where it’s incredibly easy to cut critical corners. 

The role of experienced copywriters extends far beyond putting words on a page. Their job is to create effective copy that informs, engages, and sells in tandem with your website’s creative design and development features. 

That’s not something an AI bot can deliver. 

If you’re not convinced that hiring a professional copywriting company is worthwhile, let’s talk about six of the responsibilities associated with launching a new business site. You’ll see that paid writing services are invaluable to any content strategy for websites. 

1. Creating a Strong First Impression 

In many cases, your business website content serves as the first point of contact between you and your prospective customers. You know what they say about making first impressions – you only get one chance.

The content on your site sets the tone for future user experiences and should establish a strong, lasting connection with your target audience. 

Sure, you could use AI to create run-of-the-mill content for your new site: but the truth is, that’s going to deliver run-of-the-mill results. 

As Marcus Sheridan said to the Content Marketing Institute, “We’ll see a continued rise in AI-created content, meaning more and more people will develop an ‘AI-BS meter.’” In other words, visitors will increasingly be able to tell if you used tools like ChatGPT to write your website – and that won’t make a great first impression. 

Instead of resorting to AI writing, create original copy that will attract and impress potential customers. A talented copywriter won’t just write text to fill up white space on your website – they’ll make it count with impactful, engaging content. 

2. Search Engine Optimization (SEO)

An amateur writer or AI tool might be able to string together comprehensible sentences, but they won’t be able to strategically optimize for search engines like a professional copywriter. 

SEO services tend to go hand-in-hand with expert copywriting services. In this day and age, SEO isn’t a luxury – it’s a necessity, especially for new brands who are establishing their footholds with their respective industries and audiences. 

Although you could conduct standard keyword research, a professional writing team will expand upon your rudimentary SEO tactics. It’s their responsibility to… 

• Write website copy that matches the searchers’ intent 
• Create and optimize SEO title tags and meta descriptions 
• Write optimized category pages and product descriptions
• Deliver long-form content and articles to draw in traffic 
• Ensure all of your marketing and ad copy is search-engine-optimized 

Remember: you want people to find your business site organically in the right search results. If you aren’t prioritizing professional-level SEO copywriting tactics, your new site won’t be very visible to search engines or human clients. 

3. Building Credibility and Trust

In an increasingly polarized world, Edelman’s 2023 research indicates that consumers are looking for ethical, competent businesses they can trust. If you’re launching a new company site, that’s what you need to focus on: establishing credibility. 

Your goal is to position your team as subject matter experts within your industry, and high-quality website copywriting services will help you do that. 

The new website content should confidently reflect your brand’s… 

• Values
• Mission
• Expertise 

This is another area where AI-generated content for new sites will fall short. These language processing models essentially spit back content that’s already out there on the web – they don’t deliver new, innovative, or highly authoritative written content. 

When creating your new site, you need help from a talented copywriter to position you as a trustworthy industry leader. Everything from your website pages to your articles and blog posts should be a trust touchpoint for potential clients – and that requires skilled writing services. 

4. Establishing Brand Consistency 

Another element of trust and professionalism lies in cohesiveness. You want your brand identity to be consistent across your web pages, marketing campaigns, blog posts, and product descriptions. 

That might sound easy, but believe us: achieving true message clarity in your content strategy is challenging. 

Paid copywriting services offer a big-picture approach to content writing – one that prioritizes consistency and nails down brand elements for future use. Your writing team is responsible for understanding your business’s tone, verbiage, and marketing themes, then applying them cohesively across the board. 

If you take a stab at branding solo, you might find that consistency turns to repetitiveness. It’s helpful to have a skilled copywriter in your back pocket to write original content that aligns carefully with your brand messaging strategy. 

5. Reaching Your Target Audience 

Marketing copy and product descriptions are arguably useless if they can’t sell directly to the right people. That’s why your landing pages and overall website content need to be tailored to a specific kind of customer. 

Professional website copywriting services incorporate a fair amount of target audience research. The goal isn’t just to drive traffic to your business site, but to drive the best kind of traffic – people who will actually care about your products or services. 

Any experienced copywriter views content writing as a conversation between the company and their ideal clients. They’re not just focusing on marketing, but on educating and engaging people who are likely to use your products or services. 

As a business owner or marketing director, you might think you know your audience better than anyone else. However, that doesn’t mean you know how to write to them. Fortunately, audience targeting falls under a professional copywriter’s job description. 

6. Turning Visitors into Customers

Last but certainly not least, a paid copywriter is responsible for helping to generate sales and convert leads into paying clients. 

Your new business site might be sleek and interactive, but if it can’t inspire action in prospective customers, it won’t do much for your sales or revenue. 

User-focused website copy should be written with purpose. A professional writer isn’t just thinking about what sounds good or what customers want to hear – they’re considering what will make them act. 

If you recently launched your site but aren’t seeing an uptick in sales, it’s probably time to research paid copywriting services. It never hurts to get some extra help reaching target audiences and inspiring them to commit. 

Need Copy for a New Site? Use Our Copywriting Services.

Ultimately, your copywriting strategy isn’t just a fancy way of putting words on a page – it’s a method of reaching and enticing audiences that will grow your sales. 

At Platinum Consulting, we offer a variety of digital services to businesses of all sizes and ages. We work closely with project managers to develop marketing and branding strategies that are unique and effective, and writing copy is the cornerstone of all our projects. 

Our writing team has seen firsthand the impact of professional SEO and copywriting services, especially for startups and their new sites. Many of our clients are in the first stages of developing their sites, and our team always starts with content creation. 

If you’re planning to create a new business site, contact our website copywriting agency. Our writing team will work directly with your marketing or leadership team to establish a plan for website copy, marketing content, search engine optimization, and sales generation. 

Set Up a Free Copywriting Consultation

Contact our company today to learn about our website copywriting process. Our team is happy to share our solid portfolio of written projects, as well as examples of our web design and development services.

It doesn’t matter if we’re talking about a car, house, gadget, or website – continual maintenance is an essential part of life, and overlooking it can trigger serious consequences. 

If you just recently launched a sparkling new website for your brand, you might not feel like maintenance is a top priority right now. Unfortunately, no website can run itself, and failing to plan for ongoing updates and repairs can expose your site to hiccups and threats. 

At Platinum Consulting, we like to remind small business owners that proper website management is a vital part of keeping their digital presence safe and profitable. 

We’ve seen one too many business owners shirk adequate website care, and the results are never pretty. That’s why we created this blog post: to explore some crucial types of website maintenance for all kinds of companies. 

1. Security Patches

First and foremost, keeping a website up-to-date means performing regular security updates. Cybercriminal threats are always evolving and testing out new strategies, and your website needs to continually improve its defenses as needed. 

To effectively manage website security, your team will need to conduct frequent inspections, updates, and patches. It only takes one vulnerability to weaken your safeguards, so you can’t afford to skimp when it comes to this element of website maintenance. 

Unless your web team is well-versed in the latest security patches and threats, you might want to outsource your defenses to professionals. There are millions of different threats out there, and an experienced website maintenance company will have the necessary time, knowledge, and tools to stay hyper-vigilant and defensive.

Worried about spending the money on ongoing security efforts? Consider that the average cost of a data breach was over $4 million in 2022. Security services might seem costly, but data breaches and ransomware recoveries are far more expensive. 

2. Plugin and Theme Updates

Speaking of security improvements, did you know that almost all website security breaches exploit plugins? Whether you use WordPress or another website platform, it’s crucial that your business makes regular plugin updates as a part of your ongoing website maintenance. 

It doesn’t matter if your plugins are linking to social media platforms or fun features – make sure they’re all kept up to date as new versions are released. Most plugin updates address the latest security threats, but if you let your plugins or site themes get rusty, you could expose your website to seriously compromising threats. 

On WordPress alone, 20 to 50 plugins and themes develop vulnerabilities every week. It’s not enough to conduct updates every few months or so – you need to stay on top of updates every day.

3. Frequent Content Creation

Your website’s maintenance and its content might seem like two separate topics, but these lanes intersect more than you might think. Your content defines your website’s health and efficacy in many ways, and if it grows stagnant, so does your website. 

Your content strategy needs to evolve and change with your field, as well as your customers’ preferences and needs. Regular website content updates will help keep your audience engaged, but they will also help your site appeal to search engines. 

Fresh content tells Google and other search engines that your website is active, relevant, and worth ranking in search results. If your website’s content hasn’t been maintained, your site will seem outdated and less credible to human and digital searchers. 

The bottom line: don’t forget to create new content, spruce up old stuff, and generally maintain your website’s copy. If your staff is hard-pressed to find the time for content creation, consider working with a third-party digital asset team. 

4. Compressing & Optimizing Images

Regardless of your business’s age, regular website maintenance should always include updating your website graphics and images as needed. Every visual element, from customer review photos to new video demonstrations, should be properly sized to prevent loading errors or frustrating website speed.

Despite how it may seem, optimizing your website’s images isn’t a one-time deal. As your website grows and people add new content, you’ll need to continuously stay on top of optimization and compression. 

Failing to properly size images and maintain other graphics can lead to painfully slow web pages (and lots of frustrated website visitors). Additionally, search engines account for ranking factors like page load speed, so if bulky graphics are bringing things to a snail’s pace, your site likely won’t rank highly in organic search results. 

5. Fixing Bad Internal & External Links

Have you ever clicked on a link, only for it to take you to an error code or outdated website? It’s frustrating, and chances are, you’ll blame the host site. 

That’s why any routine website maintenance plan should account for bad links. You need to stay on top of broken links to external sources, as well as to other pages on your own website. 

These “rotted” links aren’t just annoying to visitors – they also pass red flag signals to Google and other search engines, discouraging them from ranking your site highly in search results. If you want to bring in more organic web traffic, you need to ensure all of your links are maintained and fixed as needed. 

6. Improving Mobile Responsiveness

Every modern business understands that mobile websites are crucial in 2023 – but many don’t continue to regularly update their mobile sites, and that’s a big mistake.  

The vast majority of the world’s internet users (95%) use a mobile phone to go online at least some of the time, and mobile phones now account for roughly 57% of our online time and nearly  53% of the world’s web traffic.

In other words, your mobile website shouldn’t be a second thought after your desktop site. You need to prioritize, update, and maintain your mobile website’s design just as much as you would your desktop site (if not more). 

Consider how you can continually make user experience improvements and ensure everything is functioning properly. The easier and more enjoyable your mobile site is to use, the more organic traffic and potential customers you’ll attract. 

7. Conducting Regular Site Backups

Last, but certainly not least, we need to talk about performing website backups. 

Any digital agency will tell you that backups are an indispensable part of effective website management. You make copies of irreplaceable business documents and personal records – why wouldn’t you do the same for your business website? 

It’s not enough to conduct a full website backup every now and then. If you experience a server crash or malware attack, you’ll want a recent, reliable backup at your fingertips – and that means preparing for worst-case scenarios on a regular basis. 

If your backups are frequent and comprehensive, you should be able to restore your business website quickly and painlessly in the event of an emergency. If they’re not… well, you’ll have a lot of backtracking and headaches in the future.

We’re Here to Help You Maintain Your Website

As a small business owner, you’re busy – and overseeing the tedious details of website maintenance isn’t something you necessarily have time to prioritize. 

Don’t worry: our web developers have you covered. 

At Platinum Consulting, we offer customizable website maintenance service plans for all kinds of companies, including startups and SMBs. Our comprehensive website maintenance services take care of everything from security updates to streamlining your content management systems.

You wouldn’t presume your body is healthy without regular checkups under a medical professional – so why would you assume your website is “healthy” without inspections and care from a web dev team? 

If think it’s time to hire a web developer or maintenance team, let’s chat. We’re here to help you invest in the long-term success of your business, and that includes overseeing and improving its website. 

There’s a clear leader of the pack when it comes to convenient website-building platforms. For years now, WordPress has been the go-to resource for brands that want to create sleek business sites without experience in programming languages. 

According to data from W3Techs, WordPress is used by 45.8% of all websites on the internet in 2023. That means that more than two out of every five websites use WordPress.

As a web development agency, you might expect our team to tell you to steer clear of box platforms like WordPress – but that’s not true. Our web developers embrace the free elements that WordPress offers, and we recognize the immense value it brings to small businesses. 

However, you should know that WordPress doesn’t take care of the entire web development process. There are certain instances in which you still need a back-end developer for website creation, even if WordPress gives your site a solid foundation. 

If you’re in the process of choosing a website builder, WordPress is certainly an excellent choice, and we’ll explain why in this blog post. Let’s take a candid look at the platform’s strengths, as well as some of its weaknesses you’ll need to address. 

The Benefits of Building a WordPress Website 

✓ User-Friendly Interface

As far as web applications for building sites go, WordPress offers some of the best website designs around. With just a few clicks, you can easily create an interface that features intuitive layouts and aesthetically pleasing features. 

Even better, the platform’s dashboard is fairly easy to use, which makes amateur web development feel feasible for all kinds of users, including startup owners. 

✓ Flexible Content Management System (CMS)

Your site won’t achieve much if it doesn’t have great content. Fortunately, WordPress got its start as a blog platform, which means it now has a powerful CMS as a part of its web development features.

It doesn’t matter if you’re building an online store or a corporate site – WordPress’s CMS can adapt to help you easily plan, create, and post a wide range of valuable content. 

✓ Vast Theme Selection

No web development process is complete without a theme, and WordPress has that department covered. Users can browse a huge variety of free and paid WordPress themes, all of which feature professional designs and creative layouts. 

These themes are customizable to some extent, which means you can tailor your site to align closely with your brand’s identity. 

✓ Plugin Ecosystem

There are almost 60,000 free WordPress plugins in the official directory. You don’t need to understand advanced coding to use these web applications and tools, and there’s an available plugin for pretty much any feature you can imagine. 

✓ SEO-Friendly

Search engine optimization (SEO) is a crucial part of effective web development. Fortunately, WordPress excels at creating web pages that are crawlable and appealing to search engines. Additionally, you can install plenty of plugins on your site that optimize your content for better search result performance. 

The Role of a Professional WordPress Developer

You’re probably thinking, “Well, all of that sounds ideal! What’s the catch?” 

In reality, there’s not really a catch – but that doesn’t mean WordPress is the end-all-be-all of web development. The platform might offer a significant number of tools and resources, but there’s still a place for full-stack developers on your team. 

To put it bluntly, professional web developers can simply do things that WordPress can’t. Their understanding of programming languages, writing code, and many other elements allows them to take your WordPress site to the next level. 

When you hire a web development agency, you’re getting more than just a team of website builders.

Let’s take a look at some of the web design elements they can assist with (that WordPress can’t handle alone). 

✓ Customization Beyond Standard Templates

You don’t want to create a website that looks like everyone else’s. More importantly, you want your site to be highly scalable and fit your unique business plan.

Although a free run-of-the-mill WordPress template might look professional, it’s always a good idea to take things further with truly custom website development. The higher the level of personalization to a custom WordPress theme, the more likely your site is to stand out. 

A full-stack developer will work carefully to understand the intricacies of your business model, customers, and vision. This allows them to take website customization to a higher level than most standard WordPress themes can allow. 

✓ Optimized, Tailored Performance

Website design is all about what users see and engage with, but web development focuses more on how your site performs. Although WordPress can help you build a beautiful website quickly, if you want any non-traditional features or functionalities, you’ll need to work with real developers.

By carefully tailoring your site’s user experience (UX), you can ensure you’re offering exactly what they need. As an added bonus, a better UX can also translate to better rankings with top search engines like Google. 

✓ Security Expertise

Try as it may, WordPress simply cannot defend its websites from all of the latest digital threats. Approximately 90% of WordPress vulnerabilities are plugin vulnerabilities, while 6% are related to theme and 4% to core software vulnerabilities. 

A web developer isn’t just responsible for helping your site run smoothly – they’re also responsible for protecting it. 

Every professional should have a solid understanding of the latest cyber risks and dangers, which allows them to manage your site and implement strong defenses. They’ll focus on critical tasks like performing regular updates, installing secure plugins, and abiding by safe coding practices.

It doesn’t matter if you have a corporate business website or an eCommerce store: safety is a top priority nowadays, and you shouldn’t rely on the WordPress platform to provide above-average protection. 

✓ Creating Responsive Websites 

With the proliferation of cell phones and tablets today, prioritizing mobile responsiveness is non-negotiable. Although WordPress is renowned for its versatility and user-friendliness, its features often aren’t sufficient when it comes to ensuring an excellent mobile experience. 

A professional web developer will ensure your web pages are optimized for various screen sizes. Furthermore, they’ll ensure your web design and features perform smoothly across all types of devices, not just desktop computers. 

Keep in mind that web development tasks don’t just end once you launch your site. Maintaining high mobile responsiveness is an ongoing maintenance task, which means you need to have a web developer in your corner for the foreseeable future.

✓ Technical Troubleshooting

Last, but certainly not least, we need to address a big question: who is going to manage and fix your site when things go wrong?

Whether we’re talking about a server crash or a cyberattack, there are plenty of technical issues that can cause serious downtime for your web pages. In these cases, you don’t want to rely on WordPress’s support team, as capable as they may be. 

Instead, you want to have a web developer on standby that knows your website and its unique needs and setup. Web development isn’t a one-size-fits-all process, and as great as the WordPress team might be, they aren’t YOUR team. 

In the best-case scenario, your web developer isn’t just jumping in when things go wrong – they’re monitoring things 24/7 to ensure things run smoothly all day, every day. 

Get Help From Our WordPress Experts 

So, is WordPress the best website builder? Quite possibly. 

WordPress undeniably stands out as a powerful and versatile website development tool, offering countless features and themes – but that doesn’t mean web development teams are an optional luxury. 

If you want your site to thrive and provide a safe, above-average user experience, you still need to work with full-stack developers. 

At Platinum Consulting, our team of web developers understands that website visitors from all over the world want one thing: a smooth, glitch-free UX. We ensure all of our clients can offer just that by writing code and using programming languages to kick WordPress websites into high gear. 

Whether you’re looking for back or front-end web development services, we’re your team. Set up a free call with one of our WordPress website builders to learn what we can do for your site. 

It doesn’t matter what industry your business is in – if you want to beat the competition and increase your sales, you need to have a strong online reputation and top-tier Google rankings. 

That’s what SEO reputation management is all about. Every business will benefit from SEO (Search Engine Optimization) experts who employ strategies to improve their brand’s reputation, boost their rankings, and counteract negative reviews. 

You want to know that the best information about your business is showing up in search results. When people look for your products or services, they should always wind up on the right page – and that requires a skilled hand. 

Online reputation management isn’t a job for amateurs. You won’t see profitable search engine results without the help of experts – and shortcuts like light-hearted keyword research won’t cut it in this digital age. 

This brings us to today’s topic: are you better off hiring an SEO marketing company for the job, or should you look into onboarding in-house SEO experts? 

There are pros and cons of hiring an SEO agency to promote your brand online, but hiring internal specialists isn’t always the right choice, either. Let’s talk about both sides of the equation so you can make the best choice for your company. 

Hiring an SEO Agency vs. In-House Employees

Before we get too deep into this topic, we should note the key distinction between an SEO brand reputation management agency and in-house SEO experts.  

An SEO agency is a team of professionals that serves a mix of clients. These agencies work with companies from all corners of the business world – although some channel their expertise into one or two specific industries. 

When you hire an SEO agency, you get a group of specialists handling ongoing tasks such as: 

• General reputation management 
• SEO audits 
• Content writing 
• Link building 
• Keyword research and optimization 

• Monitoring social media sites
• Technical SEO 

Should you decide to hire an agency, you’ll typically pay them by a monthly retainer or an hourly rate.  

On the other hand, if you hire in-house SEO specialists, you’ll have full-time employees who are dedicated to tasks that are similar to those listed above. The main difference? In-house SEO professionals concentrate solely on your brand reputation and search engine results – not those of other companies. 

Still, that doesn’t mean that an internal SEO team is always the best choice. Moving forward, let’s discuss the pros and cons of both options for online reputation management – starting with hiring an agency.  

Pros of Hiring a Quality SEO Agency 

✓ Comprehensive SEO Services 

One of the top SEO agency benefits is simply the range of expertise they provide. Most search engine professionals know the ins and outs of navigating SEO campaigns, but they likely specialize in a singular few aspects. 

In other words, hiring just one or two internal SEO specialists can grant you access to specific areas of expertise – but hiring an entire digital marketing agency grants you access to a vast array of knowledge, all under one roof. 

A single agency will hire countless kinds of SEO experts, including… 

• Strategists 
• Content writers/editors 
• Data analysts  
• On-page SEO specialists 
• Off-page SEO specialists  
• Technical SEO experts 

These search engine professionals work as a team and share their varied wells of knowledge. Therefore, when you hire a local SEO marketing company, you can legitimately trust they are doing everything possible to generate more search traffic for your site. 

✓ More Affordable Than In-House SEO Specialists  

The cost of hiring an SEO agency might feel like a blow to your limited marketing budget, but in the long run, this can actually be a cheaper alternative to hiring internally. 

Onboarding SEO employees means paying their salaries, as well as offering benefits, employee training, tools, career advancement plans, and so on. Those are some pretty big expenses to take on indefinitely. 

Although you will have to pay your SEO agency, they’ve got everything necessary to manage your SEO strategy from A to Z – and most offer flexible pricing options, hourly rates, project-based fees, or retainer agreements. This is typically a better fit for small to medium-sized local businesses that don’t have the cash to support full-time digital marketing employees. 

✓ Scale Services as Needed 

Speaking of keeping costs down, hiring an SEO consultant also allows you to meet your evolving online reputation management needs as they appear – and scale down when necessary. 

You pay an internal employee the same salary every month, regardless of how much work you need them to do. That’s not how most SEO agencies operate. 

Clients have the opportunity to scale search engine services up or down based on their changing requirements. For example, they can ramp up SEO efforts during a product launch or scale down during a slow period to keep costs under control. 

✓ No Payments for SEO Tools

It’s no secret that SEO software is expensive. When you hire an agency to help with your online reputation, they come to the table equipped with the industry’s leading SEO tools for online reputation management. 

You don’t have to worry about paying for SEO tools regularly or finding the best one – you can leave all that to the other company. They’ll use the latest technology for tasks like finding your best keywords, tracking your Google rankings, analyzing competitors, and monitoring your search traffic.  

✓ Fast Results

If you want to see big changes to your brand’s reputation and online presence, hiring an SEO expert team is likely the way to go. A team of professionals will move faster than one or two internal employees. 

Still, remember that positive search results don’t appear overnight. Even with professionals in your back pocket, it’ll likely take time to see the impact – at least four to six months, in most cases. 

That’s why a seasoned SEO agency will enact a game plan to set you up for success starting on day one. This usually involves: 

• Planning to create content for your website 
• Keyword research and implementation 
• Optimizing your Google Business Profile 
• Handling off-page SEO – backlink profile, citations, negative reviews, etc. 
• Link building, including cultivating stronger internal links 
• Finding ways to draw in more search traffic 

These agencies understand the best SEO techniques to get things rolling, right out of the gate. Their goal is to bring you stellar results as quickly as possible. 

Drawbacks to Hiring an SEO Company  

✖ Potential Lack of Familiarity With Your Needs

We won’t lie – there is certainly something to be said for working with someone who knows your brand like the back of their hand. SEO agencies work with a bunch of different clients, and as a result, they likely won’t know the nitty-gritty details of your business as an in-house team would. 

Furthermore, most SEO agencies have set processes they use for online reputation management, and there’s a good chance they’re “one size fits all.” There’s nothing wrong with a dependable process, but this could lead to a less tailored approach to your SEO and overall marketing strategy. 

✖ Possible Quality Issues 

Unfortunately, not all SEO reputation management agencies are created equally. Some agencies might use shady or outdated tactics in an attempt to game the search engine algorithms – which can potentially hurt your website’s search engine rankings. 

That’s why it’s super important to do your homework on the agency and its SEO tools. Look out for negative reviews and ask for plenty of references from past clients. 

✖ Risk of Poor Communication 

Communication is key when it comes to online reputation management through a third party. They’re not in your office and incorporated in all of your regular meetings, so you need to make sure they’re keeping you in the loop in regard to your SEO strategy.

The best agencies are easy to reach and take the time to explain what they are doing. However, many aren’t as great at providing regular updates, so inquire about their communication strategies before diving in. 

Benefits of Hiring an In-House SEO Team 

✓ You Have Complete Control  

Without a doubt, the biggest perk of having an in-house SEO squad is that your team is 100% in charge of your own game plan. That means you can tailor your SEO tools and methods to uniquely fit your business’s values and goals. 

Plus, your in-house crew should know all the ins and outs of SEO in your particular industry, so they can build an effective strategy that is rooted in relevant trends and tactics. 

✓ Easy Communication

Nothing compares to having an in-house team in terms of easy communication. You can meet with your employees whenever you need to discuss progress and make quick changes to your SEO techniques. More importantly, it’s easy to keep everyone on the same page when it comes to a cohesive SEO process.

✓ Intimate Familiarity With Your Business  

When you hire employees to handle search engine optimization, they are focused on your business – and yours alone. They will get to know all the easy-to-miss details that an agency might overlook, contributing to a hyper-personalized approach to meeting your business goals. 

Additionally, internal SEO experts can easily work hand-in-hand with your sales team, customer service, web designers, and other departments to reach your target audience through search engines. Everything is under one roof, and there’s something to be said for that. 

Drawbacks to Hiring an In-House SEO Specialist 

✖ Potentially High Overhead Costs 

The costs of hiring an in-house team can be less than ideal, especially if you have a limited marketing budget. This is especially true if you’re looking for experienced, highly trained team members – not just cheap entry-level SEO analysts. 

Additionally, as we mentioned before, you’ll need to invest in online reputation management tools and resources for your team – and these don’t come with a low price tag, either.  

✖ Limited Range of Expertise 

Think of “search engine optimization” as an umbrella term. There are hundreds of individual tasks that will fall under your overarching strategy, and when you only have a few in-house specialists to tackle them all… you wind up with a limited online reputation strategy. 

Professional agencies bring together experts with years of experience to appeal to search engines. They are continuously brainstorming and researching, and their clients reap the benefits of those efforts. 

✖ Less Trendy Methods

Search engines update their algorithms almost every day. Even if your in-house crew is on top of things, they may not have the capacity to keep up with these ongoing shifts. In contrast, an SEO agency will have specialists wholly dedicated to monitoring these changes. 

Thinking About Hiring an SEO Expert? Let’s Talk. 

If you need an online reputation management plan, including search engine optimization, now’s the time to either partner with an agency or hire an internal expert. 

Outsourcing your digital marketing services, including your SEO, is arguably the best way to go, especially if you’re not sure exactly what your online marketing needs are. From improving your brand image to boosting Google rankings, there’s a lot to think about. 

At Platinum Consulting, our SEO digital marketing agency is committed to polishing your company’s reputation through the best online methods, including building a great content strategy. 
Who you choose for SEO reputation management matters. If you’re on the fence about hiring the pros, let’s schedule a call. We’ll show you how to make big changes for your brand online.

Can AI Content Writing Tools Replace Human Writers? Here’s the Truth. 

Whether you’re deep in the trenches of content production or an outsider looking in, one thing is abundantly clear: artificial intelligence (AI) has stealthily but thoroughly entrenched itself within the industry. 

From AI grammar checkers to blog post writers, the impact of the latest tech on content is undeniable. Even human writers are leveraging AI tools to produce content faster and easier than ever before. 

Just last year, 94% of surveyed business leaders agreed that AI will be critical to success over the next five years. A recent study by SiegeMedia also revealed that by the end of 2023, 64.7% of business leaders will have used AI content-generation tools. 

This brings us to an enormous question: can AI replace human writers altogether?

It’s something we’ve been thinking about heavily at Platinum Consulting, and there’s a particular quote from Jeff Jarvis that really struck a chord with our team: 

The future of writing is not about writing machines. It’s about using machines to make us better writers.

That, in a nutshell, encapsulates the role we foresee AI playing in the future of content writing. 

So, let’s talk a little bit about the relationship between human content creators and artificial intelligence in the writing world – and how both can thrive simultaneously.  

Artificial Intelligence’s Boom in the Writing Industry

Before we dive deeply into this topic, let’s create a surface-level definition of AI content writing in this context.

In the simplest of terms, we’re talking about the use of software tools and AI technology, machine learning, and Natural Language Processing (NLP) to assist in the production of personalized content. 

The business world is increasingly turning to AI content writing tools to create content for various elements of digital asset creation, including the production of… 

• Blog posts 
• Landing pages
• Website copy 
• Social media posts
• Marketing copy 
• Google Ads
• Case studies 
• And so much more 

You’ve likely heard of many of the most popular generative AI writing tools, such as ChatGPT, Jasper, Copy.ai, and other tools. These platforms (and dozens of others) allow businesses and individuals to generate “new” content in mere seconds – and that’s transforming the entire writing process. 

The 2022 CMO Survey predicted that AI use in the market industry will grow by at least 166% in the following three years. Whether you’re a content writer or a social media manager, you’ve likely messed around with an AI writing assistant already – and chances are, one of them is working its way into your daily procedures in some capacity. 

So, what makes these AI tools so versatile and beneficial? Let’s talk about some of the pros of incorporating AI in content writing. 

Advantages of AI Writing Tools

✓ Improved Efficiency and Productivity

First and foremost, we need to touch on AI tools’ efficiency. If you ask a tool like ChatGPT to spit out an outline for a blog post or a caption for your next Instagram post, it’ll have the final result generated in under 30 seconds. 

That kind of efficiency is, quite frankly, revolutionary. 

AI tools are streamlining all kinds of writing tasks, from topic generation to headline ideation and brainstorming lists. They can also handle many simple but repetitive content chores, such as generating meta and product descriptions. 

Of course, auto-content generation isn’t without its faults and setbacks, which we’ll discuss later in this post. However, an AI content writing tool can significantly cut down on workloads and alleviate some of the more time-consuming, monotonous writing tasks. 

✓ Enhanced Accuracy and Grammar Checking

Most AI content writers also provide grammar checks to ensure the content they produce is polished and easy to read. Through the use of advanced algorithms and machine learning, these AI tools can identify basic grammatical mistakes, punctuation errors, and spelling inconsistencies. 

✓ Streamlined Content Creation and Research

Last, but certainly not least, artificial intelligence in writing can significantly assist with the content research process. Most writers spend hours upon hours planning and preparing to write content. Tools like ChatGPT and Google AI can help them sift through mountains of information from various sources in minutes, if not seconds, thus streamlining the overall content creation timeline. 

However, we cannot address the benefits of AI writing tools without also touching upon their drawbacks. Let’s talk about some of the ways in which even the best AI writing can fall short of human-produced content.  

Significant Limitations of AI in Writing

✖ Underdeveloped Emotional Intelligence

At the risk of stating the obvious, the biggest difference between AI and human writing is the presence of emotion. As advanced as artificial intelligence might be in 2023, most tools simply cannot understand or convey emotions in the same manner as human writers. 

Sentiment, depth, subtly – these are incredibly important elements in any kind of content. Creative writing is all about establishing connections between the author and the reader, and these connections are forged in shared human emotion and experience (not mere algorithms). 

✖ Lack of Creativity and Originality

Although AI writing tools may be wizards when it comes to generating content based on existing data and patterns, they struggle to produce truly original work. Experienced human writers pride themselves on the ability to think outside the box and offer unique perspectives – and that’s not exactly AI’s strong suit. 

If you want your content to contain a sparkling new opinion or fresh ideas, an AI writing platform likely won’t give you what you’re seeking. AI writing tools rely on pre-existing data to generate text, which restricts their ability to generate wholly original content through critical thinking. 

✖ Limited Styles and Tones 

Human writing is all about finding your one-of-a-kind voice – and most AI-generated content sounds pretty much the same in terms of writing style and tone. Furthermore, AI writing assistants don’t really have the capability to understand linguistic intricacies and subtleties.

You’d be hard-pressed to find AI writing software that can fully mimic the voice and comprehension level of a human poet or persuasive writer. If you’re looking for artistry and finesse (and a unique brand voice), those elements are best left to a blood-and-bone content writer. 

AI’s Impact on Writing Quality and Standards

Now that we’ve covered some of the biggest pros and cons of using AI content creation tools, we need to broach the bigger subject at hand: how AI has the potential to impact writing quality and standards (both positively and negatively). 

The good news is that with the help of AI writing tools, common grammar mistakes could be all but eliminated. Wouldn’t it be nice to produce and digest content that is clean and polished, no matter where it comes from?

However, this does raise some ethical concerns about over-relying on generative AI technology. How will students and professional human writers grow if they never learn spelling, punctuation, and other important writing skills for themselves? 

Another concern is that AI writing software could potentially contribute to a world of generic, formulaic writing. As more and more businesses opt for AI writers over human creatives, what will happen to our society’s level of originality and artistry? 

Is this something we need to think about now?

Although the full impact of AI on writing is not understood today, we do know one thing: in the coming years, it will be crucial for brands and individuals to uphold standards and ensure that writers actively engage in maintaining authentic, high-quality content. Automated content cannot (and should not) be the end-all-be-all for any organization. 

This brings us to the next hot question: how do we find harmony between human writers and AI writing tools? 

Striking the Balance: AI and Human Collaboration 

It’s no secret that AI writing tools can enhance human capabilities. After all, we just talked about how they can speed up content writing tasks like grammar-checking and research. 

However, we shouldn’t just be talking about how AI can help human writers, but how human intervention can polish and perfect AI-generated content. 

As writers leverage AI tools when creating content, they will have more time to focus on the highly creative aspects of their jobs. Instead of wasting hours slaving away on topic ideation and blog outlines, professionals can dig deeper for more unique, engaging perspectives and narratives to write compelling copy. 

The truth is that there is really no substitute for the human touch. Therefore, it’s our belief that the future of content writers lies in using AI as a tool that further promotes and enables human creativity, rather than stifling or replacing it. 

Final Thoughts

Will AI replace human writers? There are definitely some people out there who would argue the answer is unabashedly yes, but they might have read one too many dystopian novels. 

AI will continue to change the content creation process and alter how human writers operate, providing valuable assistance with the most tedious, time-consuming elements of production. 

Still, it will be a long, long time before we see an AI content generator that can truly mimic the personality, creativity, and emotion possessed by human writers. 

If you’ve been wondering how AI writing software can benefit your brand (or whether a real content writer is worth the money), let’s schedule a chat. 
Our team will be happy to identify the strengths and weaknesses of your current content setup, then provide suggestions for improving your reader and search engine engagement – with or without the help of an AI writing tool.