Is your website fun to read? The Katana1 example

By | Tuesday teardown | One Comment

In summary

  • In this Tuesday teardown we’re looking at Katana1, an Australian data analytics company
  • Don’t be boring – Your website should have personality, be interesting (and even fun to read)
  • Your website is your number one salesperson. Build a relatable personality for your website, and you’ll see more engagement.

Websites referenced in this teardown

Transcript of the teardown

Hi, I’m Steve Pell. I’m here to do another one of our B2B marketing teardowns where we look at business websites from a practical perspective to help you learn about better B2B content and digital marketing.

Today, I’m looking at Katana1 which is a data analytics website. They’re an Australian company. They’re growing really fast and have won a bunch of awards on the Deloitte Fast 50 and the BRW Fast 100 lists. There’s a lot to learn, but the key thing to take away from this teardown is the power of having some personality on your website.

You look at Katana1 and they’re selling something that a lot of people would say is not that interesting. Data and analytics has the potential to be quite boring. But these guys have done a fantastic job of pulling personality out of this area and building a interesting, fun-to-read website.

If you look here, this is what they do, they’re analytics people. They also “provide documentation”. They’ll tell you six times, so they’re pulling out their key points of difference – it’s designed to be a little bit funny, a little bit quirky.

If you come through here as well, you’ll see one of their key staff members is Yoda. Even in their service offerings they’re talking about “Amazon AWS” and “Splunk that Shit”. It’s funny. It’s not taking itself too seriously despite the area. As you get stuck into this website, there’s a lot of evidence that these guys are technical experts in what they do. But at the same time they’ve got personality coming out very strongly.

One of the reasons why this matters is if you think about your website as your number one salesperson, a boring sales person doesn’t sell anything. They have got to have personality and put a face on your company that’s interesting. That’s what your website should do. If it’s a person, what kind of personality does it have?

There’s some data around the power of conversational language on your website.

DemandGen did some research and found that 75% of buyers were sick of the sales speak on normal websites. In that context, something like this really does cut through. We’ll post a lead to that website down below, and you can have a look at the research and come back to it.

The key takeaway here, if there’s just one, is that your website needs a personality. Corporate speak is not enough. You’re in B2B but that still means you’re selling person to person.

The people that you’re buying from want to know who you are. They want a personality. They want a face. They want something to remember you by. So build the personality into your website wherever you can and make that shine through.

Do this and you’ll have a much better conversion experience – People will spend much, much longer on your website.

The impact here is Katana1 would have great analytics around the amount of time visitors spend on the site, and nice low bounce rates (people staying on the site to find out more about this company). That’s what you’re going to get when you have a bit more personality coming through on your website.

If you’ve found that interesting and you’d like to learn more about how you can improve your return from your digital and content marketing, at TLP we do a process called the Content Audit. In 14 days, you can get a 30-page report where we’ll work through your website and your digital marketing in a whole lot of detail, looking for opportunities for you to improve your return on digital and content marketing.

If you’d like to find out more, there are details down below. 

 

 

 

Focus on what the buyer GETS, not what they have to DO

By | Tuesday teardown | 3 Comments

In summary

  • In this Tuesday teardown, we’re looking at Dixon Advisory.
  • Takeaway 1: If you’re selling the expertise of people in your business (consultancy, advisory etc.) then put real images of your people front and centre on your website
  • Takeaway 2: Calls to action should almost always be focused on what an interested buyer/prospect is going to GET, not what they have to DO.

Websites referenced in this teardown

Transcript of the teardown

Hi, I’m Steve Pell. I’m here to do one of our marketing tear downs, where we find some quick wins that you can apply to your website to improve your return on digital marketing.

Today I’m looking at Dixon Advisory. If you’ve flown recently in Australia, you won’t have been able to miss these guys. They’re advertising like crazy at the moment. They’re financial advisors so if you’re in financial advice, consulting or funds, it’s going to be an interesting example for you to work through with lots of little practical takeaways.

I have two things to talk about here. One thing that I think they’re doing really well and one area I think there’s quite a bit of room for improvement.

The first thing that Dixon are doing really well is images. You’ll know if you’ve watched in many of these blogs before that stock images just do not work well on any website. If you use stock images, you’re wasting valuable screen real estate.

These guys don’t make that mistake. They’re using images of their people. If you look up here you can see these images cycling across. It’s all of the executives in the firm. They’re credibility boosting images that help to build trust and start to engage you.

You can see how the eye lines work well here, they pull you down to these calls of action again, really quite well done in terms of not using stock images, using images that show off the people that you’re potentially going to be working with as a client.

The second thing I want to talk about is an area where there’s potentially some room for improvement. This is about calls to action.

You can see on the home page there are three clear calls to action. These three buttons are probably the three pages where people end up next after they’ve hit the homepage. The first one is about setting up an SMSF. The second one is about managing an SMSF.  The third one is about registering for a seminar.

The issue I have here is that if you read the calls to action on these buttons – it’s “learn more”, “learn more”, “book now”. Now, the best practise for driving action is instead of talking about what people need to do, you talk about what people get. If you look at these CTAs: learn, learn, book, it’s all about what people need to do, not what they get.

If you get deeper into the website, I’ll just pick out one more page to have a look at (News). This is the way that they would stay in touch with you, by subscribing to Dixon News. And here again, you see the CTA is a do; not a get.  

If you look at the way that all the marketing is done, it’s a really appealing prospect to get more information from Darrell Dixon and his weekly updates about best practice thinking for SMSFs. There are good ways to talk about this that make it really appealing rather than just “subscribe by RSS and email”.

So there is a big opportunity to improve returns when you switch the language around from what people need to DO to what they GET once they take the action. When you do this you will start to see substantial and significant increases in the number of people who will follow that traffic flow.

So in conclusion,  two big things to take away from Dixon.

The first one is if you’re selling time or advice, then use photos of the people that your customers will be dealing with. It adds to your credibility straight off the bat and it doesn’t waste any valuable screen space.

The second take away is to move your calls to action away from what people need to DO, to what they will GET, and you’ll almost always see a dramatic improvement in the number of people taking action.

Just a quick reminder to wrap up here, if this has been valuable to you and you’d like to run a similar process on your website, we run a process called the Content Audit. It’ll give you a 90-page detailed report with heaps of ways that you can get more out of your digital marketing and business blogging.

You can find out more by clicking below.

 

Mobile friendly websites: PageUp vs 1-Page

By | Tuesday teardown | One Comment

In summary:

  • We look at 1-Page and PageUp (both recruiting software providers) to highlight why it’s so important for all B2B businesses to have mobile friendly websites
  • Mobile friendly design is critical for getting found in search, but it’s also valuable much deeper in your sales funnel. When time poor executives are searching for more information about your company and product, it’s often on mobile
  • Google Developers’ mobile testing tool is a quick and easy way to test your website (or your competitors) for mobile friendliness

Websites referenced in this teardown:

Transcript of the teardown:

Hi, I’m Steve Pell from TLP. I’m here for another one of our marketing teardowns where we look at a practical example to increase your returns on digital and content marketing.

Today I’m going to talk about a responsive website design (AKA why mobile matters). When we talk about responsive, it means how usable your website when someone is on their mobile or a tablet rather than being on a full screen or desktop.

Why this matters more and more is that you’re dealing with an audience wit smart phones, who are increasingly time compressed, and are looking at your product over a longer and longer sales cycle.  

In this environment, more and more of your interactions with your audience will actually happen on a mobile.

When we look at our client base at TLP, we see anywhere between 20-50% of visits to client websites are coming from mobile today.

Over the course of a buying journey, that means that somewhere up to 80-90% of customers will interact with your website on mobile at least once.

On that basis, obviously it’s really important to be mobile optimised.

The other thing to note, and this is a little bit more anecdotal, but when you’re dealing with very senior executives who are very time compressed they’re more inclined to use their mobile for actions you’d typically expect on desktop.

Often the only time they’re going to have to research and to look at your product in more depth is when they’re in transit. That might be in a taxi or when they’re at the airport lounge – they’ll be clicking through to your website from your emails, and they’re going to be looking for a good user experience on mobile.

So for all of those reasons, it’s really important to get mobile right in B2B.

There are two examples I’m going to use today to show you what mobile looks like when it’s done well, and done badly.

The two companies are 1-Page and Page-Up, both Australian recruiting software providers. Both are Australian and both have quite a lot of hype around them. If you look at 1-Page they’ve been share market darlings this year, they’re valued at $400-500 million dollars. It’s quite incredible. Page Up People also have also been a big success story as an Australian company going up into Asia and winning some great customers.

Both companies are clearly doing some things right – if you want to pause now and have a look at both of these websites and decide which one you think I’m going to say is fantastic and which one I think has been done quite badly, pause now and come back.

But if you’re still with us, 1-Page which I’ve got up here is a disaster from a responsiveness point of view. These guys are clearly losing sales because of how bad their site on mobile.

Let’s just have a look on mobile and I’ll show you what I mean. This is the website on mobile. There’s no reduction in the design. It’s exactly the same design when it’s showing on mobile (as on a desktop). You’ve got to scroll around. The text is too small. There’s no ability to find information that you’re looking for.

I’ll just show you quickly what that looks like up here on the screen. You can do this on your browser and you’ll see the same thing. You still have to scroll around to find the information that you’re looking for. It’s exactly the same site. 

Page-Up on the other hand, have done this really well. You can see that it’s a similar kind of site to 1-Page. They’re selling the same kind of product.

I’ll scroll through here, you’ll see just quickly if I reduce the size here you can see that this has been specifically designed for someone who is using a small screen so that they can find the information that they’re looking for more quickly.

If I’m an executive, I’ve got a proposal from Page Up and I’m running to a meeting, I can find the information I’m looking for on my mobile on the go. I don’t have to go back to my desktop and look for it there. This is really well done and a good example if you’d like to go and look at it.

For some third party support here, if you would like to test your own website or even your competitor’s website – grab the URL and go to the Google Developers’ mobile friendly test page (link below). You can put this in here, put your URL in and it will analyse it and give you a quick report.

I’ve got a couple that I’ve prepared earlier, you can see here, 1- Page: “content wider than screen”, “mobile viewpoint not set”, “text too small to read”, “links too close together”.

Google here is telling you that they expect better.

This is going to damage their search engine results. 1-page will not rank as highly as it would if you they were getting all green ratings.

You can see here for Page-Up when I’ve run this through – this page is mobile friendly and all green. This is just a quick example of what responsive means and why it is so important for your site. There are plenty more links down below if you would like to look at the research and run your site through this tool to have a look at it.

If you would like to find out more about how you can get more out of your website, your digital marketing, your content marketing, we do a service in-house at TLP called the Content Audit. You get a 90-page comprehensive report on areas where you can increase your returns on digital and B2B marketing. It’s a really comprehensive 360-degree process delivered within 14 days.

If you’d like to find out more, there’s information down below, and we’d love to hear from you.