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What’s a Good CTR for Emails?

Is your email marketing campaign succeeding or failing? Everything’s relative and the same goes for your newsletters. Having some numbers to compare determines whether you’re reaching your potential.

Click-through rate (CTR) is one of the defining metrics of email marketing, and with 81% of businesses using CTR as a core marketing strategy, this is something you must focus on. Today, we’ll explore CTR, what a good number is, and how to improve it.

What is click-through rate (CTR) on email?

Your CTR measures how many people click on something within an email. It could be a hyperlink, contact form, image, or a CTA. Some emails may even have more than one thing to click.

The precise calculation is done by dividing the number of clicks within an email by the number of people you sent that email to in the first place. You can also find your Click-to-Open-Rate (CTOR) when you divide the number of opens by the number of clicks.

 

Click Through Rate = Emails clicked / Emails sent

 

What is the average click-through rate for email?

The average CTR depends on your industry, with significant variations between each. According to MailerLite, the average email click rate across every email campaign was 2%, but they also found that average rates ranged from 0.77% to 4.36%.

Don’t forget that most stated figures are often linked to specific platforms or industries, potentially giving a distorted view of the average.

 

What’s a good email click-through rate?

Defining what’s good requires choosing your industry and comparing your numbers to your competitors and the overall industry average. According to ActiveCampaign, they consider a good CTR to fall between 1% and 5%, with anything above 3% considered to be a good return.

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Is CTR an important metric to track in email marketing?

CTR is not just important, but one of the most important metrics to track. Strong CTRs indicate that you’re sending relevant and engaging emails to your audience. Businesses with high CTR percentages are more effective at using email to drive traffic to their websites, products, and other destinations.

On the other hand, a low CTR shows that there’s something wrong with your messaging, target audience, or design. Keeping track of this metric tells you whether there’s room for improvement.

Essentially, CTR is important because it tells you whether your emails are doing their job. If people are opening your emails and clicking away, you’re not holding their attention.

 

Factors that impact the click-through-rate on emails

Not achieving the CTRs you expect? It could indicate any number of problems with your emails. Remember, you’ve already got someone to open your email, so you’re trying to answer why people aren’t following through on what you want them to do.


Examples of factors impacting your CTR include:

 

  • Target Audience – Are you providing content that your target audience actually wants?

  • Subject Line – Does the content of your email follow through on the promise made in your subject line?

  • Call to Action – Many businesses don’t provide a direct call to action and may only have a couple of hyperlinks. Readers will only click away if you don’t have a call to action – or it’s a weak one.

  • Content – Is your email content engaging enough to encourage people to keep reading and take action after they finish?

  • Design – Emails don’t just have to be walls of text. To make your communications stand out, you can incorporate extra design elements, including pictures, videos, fonts and colours. Is your design leading people toward taking action?

 
If only CTR were as simple as these five elements. Many businesses don’t go any deeper, but there’s evidence that minor elements like:

  • Device optimisation
  • Sending time
  • More intricate audience segmentation
  • Link position
  • and link evidence;

…can also have an enormous impact.

Ways of improving email CTR

Email marketing isn’t effective if you can’t get your audience to engage. CTR is just one of several metrics indicating that your audience is interested in what you say. Let’s run through how to get more of your mailing list to click through on your emails.

Refine your audience

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It doesn’t matter how interesting your content is if it isn’t relevant to your audience. Assuming you’ve already got a curated list, it’s time to segment them. List segmentation lets you split your audience into different categories by issues like:

  • Age
  • Gender
  • Location
  • Previous purchases
  • Past interactions

One-size-fits-all email won’t have the same impact as sending newsletters to specific audience segments.

Create a scannable structure

Graphic of a person looking at data

Most people don’t read but scan. Think about how quickly you read an email or a webpage. It takes grabbing the audience to get them to stop and read.

Design your emails to be easily scannable, highlighting your CTA and anywhere else you want them to click. Here’s a crash course on the principles of highly scannable emails:

  • Put the most important information at the top.
  • Rely on subheadings.
  • Shorten your paragraphs and use lists.
  • Supplement with images.

Above all, don’t risk confusing your readers by adding multiple CTAs. Make each email relevant to one subject. Guide your readers toward one specific destination.

Use images

Graphic of a person updating a webpage

Imagery doesn’t have to feature in every email, but visual elements make a difference. It’s no secret that images and videos are more engaging than plain text.

Incorporate some high-quality imagery (not fillers) to break up the walls of text and keep your audience’s eyes where you want them.

 

Personalise your emails

Graphic of a person in an envelope

The 2020s is the decade of personalisation. Generic experiences are out, and bespoke ones are in. According to one study, personalised content improves email CTRs by a whopping 39%. After all, people want to be names, not numbers.

The key is dynamic content. The art of dynamic content is automatically swapping images and text based on the data you already hold on the recipient. In other words, it’s a form of automated segmentation.

Thankfully, most popular email marketing platforms already have features and functionality for hyper-personalised email marketing campaigns.

Test, change and repeat

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It all comes down to testing. Split testing still has an essential role in allowing you to incorporate new elements and eliminate what isn’t working. No business can achieve the perfect mix every time without constant testing. Test more, and your email performance will improve over time.

 The problem is that testing takes time, and the chances are you don’t know where to start. Let the experts take control rather than crawling around in the dark, hoping to find what works. 

At Tao Digital Marketing, we’re specialists in helping you find and connect with your target audience. To learn more about how we’re supporting UK businesses to succeed in a highly competitive market, contact us today.

Important Facebook Ad Metrics to Track

Facebook ads are amongst the most powerful marketing tools available to you. With Facebook boasting 2.11 billion daily active users globally, it’s one of the strongest platforms for marketing your products and services.

Like any type of digital ad, you can’t “set it and forget it” and expect to make a positive return. Instead, you’ve got to monitor and optimise to ensure they’re reaching your target audience and encouraging them to act.

Today, we’ll discuss the most important Facebook ad metrics to track so that you know where to concentrate your efforts.

What are Facebook ad metrics?

 Facebook ad metrics are different ways of measuring the performance of your ad campaigns. They’re quantitative measures that let you measure different aspects of your ads. In terms of Facebook marketing, they’re your most effective data sources for tracking whether your ads are achieving their goals.

Technically, there are hundreds of metrics, but not all of them will be relevant to you. It’s critical to focus on which metrics matter most to your business if you’re going to maximise your ROI.

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Why is it important to track Facebook ad metrics?

 Tracking and analysing ad metrics provide your most accurate overview of how your ads are performing in key areas. They tell you if:

 

  • Your ads are being shown to your target audience.
  • How your target audience responds to your ads.
  • Whether they’re engaging with your ads.
  • Whether your ads are profitable.

 

Regularly tracking ad metrics provides a benchmark for determining whether your ad spending leads to a positive result. They also let you track their performance over time as you tweak and change your ads.

The most important Facebook ad metrics to track

 According to the latest numbers, all UK businesses have a potential Facebook ad reach of nearly two billion users. In other words, you’re certain to find your target audience, but it’s the metrics that tell you whether your marketing campaign is achieving its goals.

Regardless of the business you’re running, there are five core metrics that should feature as part of every campaign.

 

1. Frequency

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Frequency measures how often the average user will see your ad. If someone sees your ad once, this would be a frequency of one. However, just because a target audience sees an ad multiple times isn’t necessarily a bad thing.

Some people need to see your ad multiple times before they’ll interact with it. However, if your frequency is too high and your engagement is low, the ad isn’t resonating with that audience. It could be that the targeting is wrong, or the ad simply isn’t interesting enough to interact with.

2. Cost-Per-Click (CPC)

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The CPC metric focuses on how much you get charged when someone clicks on your ad. That’s because Facebook doesn’t charge you to show your ad, but you’re charged each time someone clicks it.

Ideally, you want the lowest CPC possible because if you’ve got a low CPC, you can show your ads to more people. It’s also key to your ROI because if you’re selling a low-ticket product with a high CPC, advertising is probably costing you more than it’s bringing in.

What a good CPC is often depends on your industry. For example, if you’re selling a product worth thousands of dollars, it’s perfectly fine to have an above-average CPC because the value of your product is so much higher.

For example, if you’ve got a CPC of $1 on an ad marketing a product worth $10,000, that’s pretty good if your conversion rate is high enough. On the other hand, a $1 CPC on a $50 product means you should probably terminate that ad immediately.

3. Click-Through Rate (CTR)

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Your facebook ads CTR is the ratio measuring how many people see your ad against how many people click.

For example, if you’ve got a CTR of 1%, it means only one person out of 100 clicks on your ad. A poor CTR indicates that your ad isn’t compelling enough to encourage action or you’re marketing to the wrong people.

4. Conversion Rate

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Your conversion rate measures how many people click on your ad and perform a desired action. What counts as a conversion depends entirely on the purpose of your campaign.

Examples of conversions could include:

 

  • Signing up for your email list.
  • Visiting your website.
  • Liking your page.
  • Buying a product.
  • Filling out a contact form.
  • Scheduling a free consultation.

 

Note that what’s considered a good conversion rate depends on your industry. 

5. Return On Ad Spend (ROAS)

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ROAS is essentially just a fancy way of saying ROI. What’s the financial return on your Facebook advertising strategy?

It compares how much you’re spending on Facebook ads with how much your marketing campaign is generating for your business. A lower ROAS indicates that you’re probably overspending on your advertising for the results you’re getting.

Like the other metrics above, a cause of a low ROAS could be a targeting issue, a creative problem, or even a structural issue with your business’s products and services. It might even have nothing to do with your Facebook advertising approach but your website and its landing pages.

What is the most important metric in Facebook ads?


No single metric stands out from all the others because every metric has its place in creating engaging marketing campaigns. If you absolutely have to choose, you would say ROAS is the most important metric because it denotes whether you’re gaining a profit through your ads.

 However, we can go through each metric to uncover problems during the optimisation process. Here’s where the value in each of the five metrics lies:

 

  • Frequency – Is my ad resonating with my target audience?

  • CPC – Am I targeting the right audience?

  • CTR – Is my ad engaging enough to cut through the noise and encourage action?

  • Conversion Rate – Does the place a visitor lands fulfil the promise of the ad?

  • ROAS – Have I created a viable Facebook advertising campaign?

 

As you can see, every one of these metrics has its place in the funnel. Remember, there are multiple steps between someone seeing your ad and then converting. It means seeing your ad, engaging with your ad, visiting your landing page, and then actually taking action, which then links all the way through to an eventual purchase.

Nailing Facebook ads is tricky, and there are no guarantees of success, but getting it right propels your business into its next growth phase. Hiring a professional Facebook ad marketing agency enhances your chances of success while enabling you to focus on your core business functions.

To learn more about getting started with Facebook ads, contact Tao Digital Marketing today.

A Guide to Email Marketing for Insurance Brokers

The UK’s insurance industry is amongst the most vibrant in the world. According to the latest stats, the UK was ranked third for life and non-life premiums written globally, behind the U.S. and China.

 Taking advantage of the UK’s vast insurance industry means it’s time to get smart with how you build your brand and market yourself. Email marketing is one of the most powerful marketing tactics because of its low barrier to entry and proven effectiveness.

Today, we’re going to discuss how insurance brokers can use email marketing to grow their businesses.

What is insurance email marketing?

 Email marketing means sending messages from your brand to a consenting subscriber. It’s a type of direct marketing that allows you to welcome new customers, educate your subscribers, share interesting news and deliver promotions.

 In all cases, the goal of email marketing is to change how you engage with your audience and drive more sales. With four billion people globally using email daily, it’s a marketing channel that makes sense to utilise.

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How can insurance brokers benefit from email marketing?

Insurance brokers are no exception to the rule. Any industry benefits from email marketing because it’s such an effective channel for getting your message directly to a consumer who’s already consented to getting messages from you.

In short, global results demonstrate that for every $1 spent, email marketing returns an average of $36. What other marketing channel provides a return like that? The answer is none.

 Plus, UK consumers are highly receptive to email as a marketing channel. A report published in Mobile Marketing Magazine found that 54% of UK consumers made a purchase directly because of an email they received in 2023.

 Other than the straight monetary returns, there are other advantages to incorporating email marketing into your brokerage, including:

 

  • Building brand awareness
  • Keeping your audience engaged
  • Up-selling/cross-selling opportunities
  • Driving web traffic
  • Creating personalised engagement

Creating an email marketing strategy for insurance brokers

 The beauty of email marketing as a strategy is that the principles of a great strategy work across industries. It’s all about getting the basic principles in place to build your strategy, regardless of what you want to achieve from individual campaigns.

 Here’s how all insurers can build the exoskeleton of a successful email marketing strategy:

 

  1. Build Your List – Begin by building your list. Every insurance broker starts small, but you can start with your existing customers before expanding into lead magnets. For example, if you sell auto insurance, you might offer a free guide on saving money on your auto insurance.

  2. Choose a Platform – The platform matters because of the features that come with it to aid your email marketing efforts. For example, many platforms come with marketing automation to help you save time.

  3. Set a Goal – What are your goals and lines for success? For example, an insurer might set the goal of using email marketing to increase lead engagement via their Facebook page.

  4. Learn and Test – Start creating emails to send and then test. Not every insurance brokerage is the same, and neither is their audience. Practice segmenting your list to provide more personalised communications.

  5. Optimise and Repeat – Take the time to analyse your email metrics, such as the number of emails opened, number of clicks and number of responses. Use these numbers to tweak and optimise every future campaign.

 

Regardless of what you want to achieve through email marketing, it depends on building a list and using data to give your audience what they want. The ingredients of great email marketing never change.

Email marketing best practices for insurance brokers

Insurance agents face several challenges to success in email marketing. The most common include getting your emails marked as spam, educating new customers, retaining policyholders and understanding what your customers actually need.

How do insurers address these challenges? It’s all about creating value from your messages and generating consistent engagement.

Follow these best practices for creating better insurance emails:

 

  • Double Opt-In – Alongside complying with anti-spam laws, you want anyone on your list to actually want to be there. All major email marketing platforms require double opt-in as standard. Yes, you’ll lose people who can’t be bothered confirming, but a small, engaged list is better than a large, uninterested one.

  • List Segmentation – Break your list into chunks based on consumer behaviours and buying preferences. If you sell both life insurance and auto insurance, what’s relevant to life insurance customers won’t be relevant to auto insurance policyholders.

  • Engaging Subject Lines – Brainstorm engaging subject lines and A/B test them. Over time, you’ll determine what stands out in your recipients’ inboxes.

  • Personalise Your Emails – Through segmentation and data analysis, you can produce messages that interest your target audience. Remember, consumers expect and demand personalisation.

  • Real–Time Triggers – Deliver real-time marketing by setting up email triggers. Whether that’s an abandoned purchase page or visiting a particular product page, you can set emails to trigger based on behavioural metrics.

  • All in the Data – Data is the hub of everything, including the messages you send, who you send them to, and what you do after sending that first message. Set aside time to analyse every campaign before moving on to the next one.

 

Again, you’ll see that the keys to success are essentially the same as divining your overall strategy. It’s about knowing who your audience is, finding out what they want, and then giving them it.

 

Best email marketing software for insurance brokers


The best email marketing software is the one that works for your insurance brokerage. Whether you’re looking at cost, no-code options, AI features, or integrations, it depends on what you prioritise the most.

Here are our top three picks for insurance email marketing software:

  1. ActiveCampaign
  2. Mailchimp
  3. Klaviyo

Types of emails to send as an insurance broker

 Emails an insurance broker might send differ from those another business might send because of the differences in the audience. Generally, we can split emails into nine separate categories:

 

  • Welcome Emails – Welcome emails should be sent the moment someone signs up for your list. They may even form part of an automated sequence introducing your brokerage and what it does.

  • Educational Emails – Educational emails focus on teaching your audience something. It could be how a specific life insurance clause works or what the government’s latest laws mean for your auto insurance policy.

  • Policy Updates – Policy updates are designed for customers who’ve already made a purchase. Examples of policy updates necessitating an email may include modifications to existing cover.

  • Reminders – Sending timely reminders about upcoming renewal dates helps your customers prevent their policies from lapsing. These are usually personalised and designed to trigger at a specific time, such as one month before policy expiration.

  • Claims Process Guide – These guides focus on the claims process. Guide your customers through filing an insurance claim. These emails are ideal for including interactive features.

  • Product Recommendations – Send out product recommendations for upselling and cross-selling. For example, you might mention that certain policies can be bundled for a lower cost.

  • Holiday Emails – Unlike an eCommerce business, holiday emails usually relate to seasonal greetings. It could also form a happy birthday message if you have that information about a subscriber.

  • Milestone Emails – Similar to holiday emails, milestone emails show that you value your customers. These could be sent in response to a successful claim or a policy anniversary.

  • Survey Emails – Garner feedback from your customers to show that you value what they’ve got to say. Sending out surveys also provides a valuable cache of feedback data you can incorporate into future emails.


Knowing which emails to send and when to send them is part of becoming a master email marketer. However, rather than going through a costly trial-and-error process, why not outsource it to the experts at Tao Digital Marketing? To learn more about how we set your insurance brokerage up for email marketing success, contact us today.

 

Is SEO Important for Insurance Brokers?


SEO is the cornerstone of your online marketing strategy. With so much traffic coming directly from Google, not having an SEO strategy is tantamount to not existing. However, a surprising number of UK insurers consistently fail to invest in their SEO strategies.

To put it into perspective, 69% of insurance customers searched online before scheduling a consultation. Taking the time to finetune and execute your SEO strategy amplifies your revenue and provides more opportunities to cultivate customer relationships. Let’s discuss the ins and outs of the importance of SEO for the insurance industry.

 

How does SEO for insurance agencies work?

SEO has become a byword for Google because 90% of web searches are conducted through the platform. Every time you conduct a search, you’ll see a list of websites known as Search Engine Results Pages (SERPs). Google relies on keywords, reputation, internal and external links, and high-quality content to determine where each brand fits into SERPs.

What insurers must understand is that Google’s goal is to present the most relevant search results for users. SEO is about proving to Google that your site is the most valuable result for that search term.

In other words, SEO isn’t a linear concept nor an exact science. Insurance firms investing in SEO must address multiple on-page and off-page SEO elements to support their rise through the rankings for high-volume keywords.

 

How does being visible on search engines help insurance agencies?

Insurance agencies stand to gain considerably from spending time on SEO. In many cases, this is the most valuable return on your investment you can make.

Here’s a rundown of the advantages for insurers:

 

  • Increase Visibility – Reach the top spot on Google SERPs, and your insurance agency will be the first thing people see. With just 6.6% of people willing to click through to the second page of SERPs, SEO puts all eyes on you.

  • More Traffic – Additionally, more visibility results in more web traffic. One study found that websites in the number one position enjoy an average 27.6% click-through rate.

  • Boost Brand Value – There’s a reason why certain sites are trusted without question. If you Google a popular search term and see the same few websites, it’s Google’s endorsement that this is a site you can trust. Instantly, good SEO gives you a natural authority among potential customers.

  • More Conversions – Ultimately, more visibility, traffic and authority contribute to more conversions and more business for your agency – and that’s the purpose of SEO in the first place.

 

SEO is about driving more business in the online realm. However, actually doing this is a different issue entirely. Successful SEO isn’t a short-term solution like running Google or social media ads. Too many insurers start an SEO campaign and then give up because it doesn’t yield immediate results.

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How SEO gets insurance brokers seen online

Getting seen online is about understanding why Google positions one website above another. Google’s value proposition is answering queries and questions, meaning it wants searchers to click on the first result and get their answer. In this case, the searchers are looking for an insurance policy and/or information on a specific type of insurance.

Does it work? Here’s an example of how it works in practice:

UK insurer Compare the Market is the most dominant insurance provider based on Google searches. According to the stats in 2022, Compare the Market enjoyed a 28.4% share of brand searches, with Go Compare second and Admiral third. Of course, searches and clicks don’t convert to business. Plenty of websites have lots of visitors but comparatively low conversion rates. 

In another study, Compare the Market was also the leading price comparison website for life insurance and non-life insurance. The study found that it enjoyed a 43.7% market share of the former and a 49.3% share of the latter. With the brand being the dominant force in both search and market share, it demonstrates the connection between them.

Google wants your site to demonstrate value, which it sees through metrics like click-through, bounce rates and time spent on each page. Showing value also increases the chances of generating more business. As you can see, do one of these things, and the other will follow.

 

How does your insurance agency being seen online convert into clients?


SEO is not a sales button – but it might as well be.

Although SEO is about visibility and driving web traffic, it’s the top of the sales funnel for your clients. The first step is seeing your website, which results in clicking on your website and entering your digital store. Here’s what that might look like:

Step One
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Customer clicks on your website on Google.

Step Two
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Customer lands on a sales page, begins clicking around your website, and reads your content.

Step Three
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The customer is impressed and decides they want to learn more, so they get in touch with your team.

Step Four
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You conduct an initial consultation and explain the ins and outs of your insurance products, answering any questions they have along the way.

Step Five
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Customer purchases an insurance policy.

Naturally, this is an oversimplified version of the customer’s journey from seeing your website on Google to purchasing an insurance policy. It’s vital to mention customers all have different intentions and landing points.

For example, one customer may land directly on a life insurance landing page consisting of sales copy and a full explanation of how the policy works. Another customer may land on your blog to learn about a particular insurance topic. The route may differ, but the finishing line should be the same. 

Every page should ultimately direct the customer to your desired action, whether that’s a purchase, getting in touch, or performing a price comparison.

A well-optimised website ranked high on Google should mean this doesn’t matter because you offer a “complete” experience that provides value to the customer. This is why SEO isn’t about plugging in keywords and hoping for the best. You must prove that your website provides value if you want to rank.

SEO is a long-term strategy


Google provides two options for advertising on its platform:

 

  1. Using SEO and acquiring organic traffic.
  2. Paying for Google ads.

 

Both have pros and cons, but it’s vital to understand that SEO is a long-term strategy with long-tail benefits. It can take years to rank for the most competitive keywords and dislodge the most recognisable brands. Although this sounds like a downside, it’s also beneficial if you make it to that point because it cements your position for the future.

At Tao Digital Marketing, we understand the value of SEO and how to accelerate your results whilst remaining compliant with Google’s latest algorithm changes. If your insurance agency is ready to experience the measurable long-term impact of SEO, contact us today.

 

Content Marketing Strategies for Insurance Brokers

Content marketing is the driving force that elevates your brand and wins new customers; but what is classed as content?

Content could be anything designed to drive traffic, sales, signups or calls. It’s blogs, videos and social media posts all rolled into one. With 87% of B2B marketers using content to generate leads successfully, content must form the heart of any performance-driven insurance marketing strategy.

How you deploy content is what matters. Let’s dive into how insurance brokers can leverage content marketing.

Is content marketing important for insurance brokers?

Content is vital for everybody. Whilst a shop might focus on product demos and a charity might focus on human interest stories, insurance brokers focus on education. Insurance is confusing, and most people searching for policies are looking for answers.

Your content must provide these answers to:

 

  • Elevate your SEO
  • Drive leads
  • Increase customer engagement
  • Boost sales

 

But it’s not just about information. Content is a tunnel into your brand, and that’s the challenge. According to one study, 42% of UK marketing leaders said deploying brand as a strategy was their biggest challenge.

 

How content production differs for insurance brokers

Insurance is a booming industry in the UK, illustrating the need for quality insurers and brokers to serve this market. In fact, the insurance industry grew by 9.9% in 2023 alone, but standing out means producing content that also serves this market.

 

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We’ve identified five pillars that separate insurance brokers from other industries:

 

  1. Educational Focus – Insurance is often complex, meaning taking an educational focus is the key to engaging with this audience. Informative guides and simple videos can clear the confusion and help to win business.

  2. Trust Building – Concentrate on content that builds trust through providing testimonials, case studies and content that provides answers in an authoritative tone. Display your expertise.

  3. Personalisation – Most brokers serve different market segments. Whether that’s a young person searching for their first car insurance policy or a middle-aged couple looking to save money when they renew, brokers must tailor their content accordingly.

  4. Visual Content – Simplify information through infographics and short, snappy videos. Take complex concepts and make them so comprehensible that anyone can understand them.

  5. Emotional Appeal – Insurance isn’t the most exciting topic, so generating interest can be challenging. Overcome this issue by building real-life stories to create that connection and empathy with potential clients.

What can content marketing do for your online presence?


Content marketing doesn’t improve your online presence. It is your online presence. Without content, you only have a generic website and a brand name. Nobody will respond to a barrage of sales content.

Instead, content is there to:

  • Improve your ranking in Google SERPs
  • Segregate your brand from other brokerages
  • Enhance your authority as a broker.
  • Encourage your target audience that you are the best value broker for them
  • Promote your brand and then encourage others to tell their friends and family

 

Content will spell the difference between success and failure. It’s impossible to underpin how vital it is.

 

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Key considerations when creating content for your insurance agency

Building content doesn’t mean putting out the same generic content everyone has already done. Instead, it must be “purpose-driven.” In essence, every piece of content must have the following in mind:

 

  • What?
  • Who?
  • Why?

 

What?

What content are you creating? As part of your content strategy, split it into different categories, such as blogs, newsletters, videos, infographics and social media posts. You can also split them into platform-specific sub-categories. This enables you to cover all the bases.

 

Who?

Who are you targeting with that content? Insurance brokers should have their ideal customer personas built before doing anything. However, the chances are you have multiple personas that you’re targeting with different products or messages.

Define who that piece of content is targeting.

 

Why?

Why are you creating this content? You can look at this from two perspectives:

 

  1. What do you want the customer to get out of it?
  2. What action do you want to happen?

 

So, if you’re writing a blog on “How to get the lowest life insurance quote?” what you want the customer to get out of it is obvious. However, the action you want to push may be to call you, use your quoting engine, or sign up for your newsletter for further tips.

What matters is that each piece of content has a dual purpose for you to measure its success against.

 

How to provide valuable insurance-focused content

Producing content that resonates is a process. Countless types of insurance-focused content exist, including:

 

  • Insurance explainers
  • Quote calculators
  • Infographics
  • eBooks
  • Client testimonials
  • Videos

 

But if content isn’t produced with a purpose, its effect will be minimal. Let’s go into the process of creating insurance content.

 

Understand your audience

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Focusing on your specific audience means knowing who your audience is and transitioning into what they need. Avoid spending too much time on what features your insurance products have and more on the questions and concerns your audience might have.

Avoid the insurance jargon trap

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Insurance is unique in that industry language is a barrier. Industry jargon creates confusion and causes people to switch off. Remember, you’re selling to ordinary people, not others in your industry.

Explain terms clearly and avoid using terms that can’t be simplified, whether written or visual.

What’s the story?

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Insurance is a notoriously dry business. Generic content will switch off any readers/watchers immediately.

The secret to overcoming this is telling a story. Relate your content to real-life scenarios to turn the abstract into the multi-dimensional. Sharing stories provides security, peace of mind and sells all simultaneously.

Remember your SEO

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SEO is one of the primary reasons why you’re creating content, and that’s what brings in the traffic. Keyword research is essential, but where most insurers miss the boat is search intent.

Align your content with why people are searching for those particular search terms. For example, if someone is searching for “cheap home insurance quotes in Manchester”, it doesn’t just tell you to target that keyword. It tells you why it’s a keyword worth targeting. Focus your content to answer the queries within.

Humanise your brand

Graphic of a person with plants

Content marketing is a unique opportunity to turn a faceless insurance brand into a people-powered behemoth. Practice humanising your brand to make it stand out from the competition. Of course, tailor it to the platform.


For example, LinkedIn is great for building authority by reporting on industry insights. On the other hand, image-focused human interest content is the name of the game on Instagram and Facebook.

Above all, show your empathy by showing the humans behind the brand. Let them see your faces and hear your voice.

Leverage the insights

Graphic of a person with a wheelbarrow of data


Valuable content is often defined as content that works. If nobody reads a well-written blog, it may not be valuable content. Harness the power of data to tell you everything.

Countless analytics tools exist, including those built into many platforms. Focus on the data to learn about refining your strategy and what works best for your chosen audience.

At Tao Digital Marketing, we rely on data-driven insights to generate results for the UK’s insurance brokers. To learn more about how we can help you produce better content, speak to the team today.

Digital Marketing as Insurance Brokers: Best Practices

The cornerstone of any business is its ability to market itself to the right people. In the saturated UK insurance market, competing with the likes of Axa and Hastings Direct may be daunting, but add on smaller brokers and it feels impossible.


Whilst it’s a long, winding road, intelligent spending on digital marketing can propel your brand to the top. Let’s examine what digital marketing today looks like for the insurance industry.

What does digital marketing for insurance brokers look like?

Before going any further, having a brokerage that lends itself to a great customer experience is key. Driving traffic from Google and social media is meaningless if people click away instantly.

According to the UK Insurance Sentiment Index, conducted by PricewaterhouseCoopers (PwC), UK-based insurers struggled with a lack of online service and inaccessible digital platforms. In other words, before throwing money at a market strategy, conduct market testing to ensure your platform meets the needs of your market.

With that in mind, let’s examine the various sectors of your digital marketing strategy.

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SEO

Graphic of a person on a laptop

SEO means targeting search engine rankings. Think about how many customers begin their search for insurance via Google alone. Worldwide, Google processes 8.5 billion searches daily, making this a prime traffic source.

For example, if you offer car insurance, ranking for search queries like “UK car insurance”, “car insurance UK”, and “UK car insurance quotes” would potentially bring thousands of people to your site daily.

Of course, that’s easier said than done. So, what makes up insurance broker SEO?

  • Keyword research
  • Incorporating phrases customers use, known as long-tail keywords
  • Short-tail keywords
  • On-page optimisation
  • Off-page optimisation

The difficulty is there are no quick fixes, so expect this to be a long-term marketing strategy.

 

Content Marketing

Graphic of a person with a wheelbarrow of data

Content is king.

Create interesting, informative content that engages and supports your target customers. For example, write a guide on the most common insurance scams or provide tips on getting the best deal.

Produce regular, high-quality content and this will benefit your marketing efforts across every platform.

Social Media

Graphic of a person with a thumbs up

Most people are on at least one social media platform. Produce introductions to your brand, show what’s happening in the office, or showcase some of your staff. Every platform has its own approach, so don’t just copy and paste posts from one to the other.


British businesses spend £3.6 billion annually on social media, so don’t discount its value. Just ensure you’re targeting the platforms where your demographic lives. For example, if you sell short-term life insurance, Facebook will likely be more fruitful than the youth-leaning TikTok.

Email Marketing

Graphic of a person in an envelope

Email, or newsletter marketing, means building your list. Gain subscribers, and you’ve got the beginnings of a personal relationship. Providing free content, such as an eBook or guide, is one of the easiest ways to get someone onto your list.

But what can insurance brokers send to their subscribers?

  • Exclusive discounts
  • Guides to aid in the insurance search
  • How to make the most of their policies
  • Saving money on insurance
  • Non-insurance-related content

Paid Ads

Graphic of a person looking at data

Brokers with bigger budgets can get a head start on their marketing efforts by investing in paid ads. Your two primary options are Google’s Pay-Per-Click (PPC) ads and social media ads.

Note that paid ads are a steep learning curve and will involve some trial and error. It’s time to return to traditional marketing principles, focusing on engaging graphics, eye-catching videos and persuasive copy.

Like any other business, brokers must take the time to test out different combinations until they find something that works.

Video Marketing

Graphic of a person on Youtube

Technically, video marketing is a type of content marketing, but its potential means it deserves its very own section.

Why are videos so effective? One study found that videos are 1200% more successful than other types of content, making it the standout for engagement and action. In terms of a brokerage, this could resemble:

  • Reflecting your agency’s services
  • Showcasing staff as the “fun” side of your brand
  • Client testimonials
  • How your customers have claimed on their policies
  • Connecting your agency to what’s happening in the world

Video marketing isn’t a silver bullet, but through deploying innovative storytelling and interesting content, you can connect on a deeper level with current and future customers.

Best practices for digital marketing in the insurance sector

Digital marketing in the insurance sector can be trickier because when most people think “excitement”, they don’t think “insurance.” But that doesn’t mean you’re doomed. It’s all about thinking outside the box to build those authentic connections and become a standout brand.

 

If you’re just getting started, here’s a list of insurance digital marketing best practices:

 

  1. Be active on social media. Don’t just publish salesy posts, but become active in the circles where your customers are, demonstrating that you’re helpful and engaged. 
  2. Give your customers what they want. Examine your competitors, and if you happen upon something that’s generated a buzz, adopt it yourself. 
  3. Invest in building up your online reviews. Reviews are currency in digital marketing circles. 
  4. Start a referral program. Reward your customers for supporting you and bringing others to you. There’s a reason why businesses in all sectors launch these programs. 
  5. Concentrate on local SEO. Not only does local SEO drive immense amounts of traffic, but it also offers less competition. Start with your own city and then branch out to other major cities in your keywords, such as London, Manchester, Liverpool and Leeds. 
  6. Let your content drive your brand forward. Content differentiates you from every other broker on your site, social media, and other platforms. 
  7. Improve your digital experience. Is your website providing the best experience? What are the pain points customers are having? 
  8. Test, test, and test again. Digital marketing is an ongoing process in an industry that never stands still. Even when you succeed, you can’t afford to let up.

 

Which digital marketing strategies work well for insurance brokers?

 

No one digital marketing strategy works for every insurance broker. It’s all about finding what works for you. However, regardless of the angle you’re planning to take in your digital marketing strategy, three areas are the primary focus:

 

  • SEO
  • Content marketing
  • Social media

 

Why these three areas? Because it doesn’t matter who you are as an insurance broker. These three digital marketing focuses are always relevant. Generally, the best way to avoid an expensive, time-consuming trial-and-error process is to work with a marketing expert.


At Tao Digital Marketing, our marketing professionals have worked with countless insurance brokers looking to rise head and shoulders above the rest. To learn how our team can support yours in pinpointing tactics that work for your agency, contact us today.

 

What’s a Good CTR for Google Search Console?

How many people see your website and then click on it? Knowing this number is essential for determining whether people are interested in your business’s presentation.

Although more relevant to paid advertising, it’s still a ranking factor in organic traffic. This is why paying close attention to it on Google Search Console is vital. Let’s discuss what CTR is and what a good CTR looks like.

 

What is Click Through Rate (CTR)?

CTR is a marketing term that denotes the number of people who see a link divided by the number of people who click on it. Within an organic search context, it’s how many people see your website vs. how many people click on it.

Google monitors CTR closely because if you’re lower than average, it’s a sign that you’re not worth a higher ranking. Ultimately, CTRs tell Google whether their results serve a user’s search query.

Unfortunately, it’s one of the most demanding metrics to improve. However, succeeding in improving it can also be one of the most impactful. Within an SEO context, you’ll be surprised at what counts as “good.” According to one study, a 3% CTR is considered a decent performance.

Of course, your CTR will depend on various factors, including search volume, industry and where you appear in SERPs.

 

What is Google Search Console?

Google Search Console lets you track your website’s performance from an organic traffic point of view. Extract reports directly from the Console to gain a complete view of the consumer’s journey from performing a search to clicking on your website.

However, note that this isn’t the same data if you also run Google Ads. The Console only tracks your organic traffic, not paid.

 

Screenshot from Google Search Console showing a 3.9% Click Through Rate

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What is considered a good Click Through Rate? 

Everyone wants a good CTR to have a baseline against which to rank their website. Unfortunately, there’s no firm answer because it largely depends on where you rank.


According to a report from Smart Insights Digital Marketing, here’s what an average CTR looks like based on rank in 2024:

 

  • Position One – 39.8%
  • Position Two – 18.7%
  • Position Three – 10.2%

 

In other words, you must reach the top three search positions to acquire a double-digit CTR.

Positions nine and ten gain CTRs of under 2%, so if you have a CTR of anywhere from 2% to 30%, you technically have a good CTR. In short, due to the nature of search in 2024, reaching the first page of Google SERPs is no longer good enough.

 

 

Can you increase Click Through Rate?

CTR is among the most difficult metrics to improve. However, we know that the higher you rank, the higher your CTR. This is why brands shouldn’t get too hung up on CTR alone and instead concentrate on their overall SEO strategy.

But how do consumers decide to click a link in the first place?

 

Google – Google is the most trusted search engine on the planet, controlling 91% of the search market. Users intrinsically click the first link because they trust Google to provide them with the most relevant result.

 

Brand Recognition – Users are likelier to click on a link if they’ve heard of the brand before.

 

Reading – Titles and meta descriptions matter. Searchers may be implicitly encouraged to click on a site because the description is most relevant to their query.

 

 

These three factors all go back to implementing SEO best practices and rising up the rankings. If you can gradually build a sustainable SEO strategy that yields results, you’ll also see your CTR rise.

What is expected to change in CTR due to Google’s algorithm?

 

The March 2024 core update is Google’s most recent update, following its Helpful Content Update last year. It’s considered the most impactful change to the search landscape in years.

However, it’s also transformed what SEO means for brands. Adjusting accordingly is vital if you want more visitors to your website.

Let’s begin with the biggest threat to CTRs: Google’s pivot towards incorporating AI into its search experience.

 

AI has changed the world like never before, and Google has already entered its fray with the Search Generative Experience (SGE). The basic premise is that Google is integrating generative AI into its search engines to provide overviews of search queries.

What this means for businesses is that searchers can get straight answers to their questions without clicking on links at all. In other words, it removes an opportunity for brands to sell and could eventually see the death of traditional search.

But it’s not the only thing that could impact CTRs. We also must examine how Google ranks websites, as where you rank in SERPs is the most important factor in your CTR.

 

Google Ranking ‘Leak’

In May 2024, Google experienced one of the most profound leaks in its history, providing more insight into how Google Search (potentially) works than ever before. This leak has offered a lifeline for businesses looking to negotiate the new SEO landscape and increase their CTR rates.

In particular, the role of click data has put to bed something that Google had always denied – that user data from Chrome had no bearing on its rankings.

The leak revealed the potential that Google relies heavily on click data and user behaviour through the Chrome browser to rank sites. Unfortunately, this heavier-than-expected reliance could open the way for artificial CTR strategies, such as clickbait and browser manipulation.

What could this mean for the SEO community in the future? It could mean nothing, or it could mean Google scrambles to unveil new updates to prevent its algorithm from being exploited in light of the leak.

 

  • It’s important to note that the latest Google ‘leak’ was incredibly insightful, but is in no way an exact indicator of Google’s behaviours. Our advice? Take everything you see from Google with a pinch of salt, and work for your audience first, always.

 

How should businesses prepare for a changed SEO landscape?

 

We know very little about what could happen regarding the overall SEO landscape. However, what is clear is that SGE is causing huge fluctuations within rankings. This level of volatility hasn’t been seen in over a decade, making it challenging for businesses to adjust.

It’s why countless stories of businesses seeing their traffic wiped out overnight have appeared online. Although many have already declared the death of traditional SEO, this is far from the case.

SGE is designed to provide a mere overview, not to eliminate the need to click on websites completely. Much like the race to acquire Featured Snippets, brands seeking to improve their CTRs may alter their content accordingly to be that AI-generated overview.

In the meantime, the best defence against Google’s volatility is to team up with an agency to manage it. At Tao Digital Marketing, we steer our clients through the turbulence to enable them to rank higher and increase their CTRs. To learn more about how we can do the same for you, contact the team now.

 

How to Do an SaaS SEO Audit

Is your content struggling to perform? Is your Software-as-a-Service (SaaS) brand finding it challenging to attract new customers through organic traffic?

Google’s March 2024 core update changed the game again, forcing UK businesses to redefine their SEO strategies. If you’re unsure what to do, it starts with a comprehensive site audit.

So, how do you conduct an audit that yields results?

What is a SaaS SEO audit?

SEO audits uncover the issues that prevent your business from featuring higher for your target keywords. Google has always kept its cards on the table regarding exactly how its algorithm works, meaning SEO has always been primarily a game of trial and error.


What we know is that Google uses over 200 factors in its algorithm to rank websites. The problem is you can’t assume that one aspect or another is holding your band down. This is why SEO audits are so crucial. They give you a clear understanding of where to focus your efforts to:

 

  • Rank higher than before.
  • Prevent unexplained ranking drops.
  • Being outranked by your competitors.

 

Remember, 68% of online experiences begin with a search engine, so audits should be a regular facet of your marketing strategy.

 

Do SEO audits need to be conducted differently for different types of websites?

 

Most of the top SEO factors people discuss apply to every website. Whether it’s keywords, mobile responsiveness or optimised content, they apply to everyone, but different types of websites must think about specific factors applying to them.

For example, an eCommerce website must optimise its product pages, including images, descriptions and schema markup. Blog-based websites are more focused on building authority, such as through backlinks, and keeping their most important posts evergreen with constant updates.

As a SaaS business, you’re a service-based business with a service-based website. In this case, your SEO audit would focus more on keyword optimisation, long-tail keywords, case studies and portfolios.

Overall, although there are differences, SEO audits follow a similar mantra for all businesses.

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Why is an SEO audit important for a SaaS site?

SEO audits matter for any business for the same reason you take your car to the garage for an MOT every year. Audits analyse performance and ensure the long-term viability of your business’s SEO strategy.

Remember, you’re constantly swimming against the tide. Google alters its algorithms constantly, meaning what worked five years ago may not work now. Plus, your site is constantly being compared against your competitors. If Google deems their site more helpful for a searcher, they’ll rank it above yours.

Regular audits check that your SEO strategy is current and still has the same impact as before. Likewise, if your SEO tactics aren’t working, an audit tells you what you need to work on to improve.

How to perform an SEO audit for SaaS

 

SEO audits can be as basic or as in-depth as you want them to be. Technically, there are four types of SEO audits you can perform:

 

Graphic showing four types of SEO audits

 

  1. Technical Audit – Focusing on the technical aspects of your site, such as page loading times, mobile friendliness and duplicate pages. 
  2. On-Page SEO Audit – Ensuring every page is optimised for ranking higher. Examples of on-page elements include titles, meta descriptions, images and schema markup. 
  3. Off-Page SEO Audit – Checking the factors influencing your ranking away from your website, such as backlinks and social media activity. 
  4. Content Audit – Reviewing the content on your website, including blogs, sales pages, images and more. 

 

We’ll introduce you to some main elements within each audit type to provide the baseline information needed to analyse your SaaS site.

Technical SEO audit

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  • Scan your site using tools like Ahrefs and Moz to ensure Google can crawl and index it.
  • Audit your site’s architecture to ensure all your pages link together logically and hierarchically.
  • Eliminate duplicate pages to prevent indexing issues. One option is to delete said pages outright or use 301 redirects.
  • Fix internal linking issues to distribute link equity across your website. Again, tools are available to identify issues like orphaned pages or broken links.

On-page SEO audit

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  • Optimise your title tags to avoid duplicates, and ensure they’re optimised using your target keywords.
  • Go through your meta descriptions to check for duplicates, poorly written ones, missing ones or those that are too long. Remember, these are important for Google and anyone who decides whether to click on your site.
  • Include relevant images alongside alt tags to provide context to Google’s crawlers.
  • Add schema markup to help Google understand your page. Proper schema markup code within your page could win you a featured snippet. They win approximately 35.1% of all traffic, so they’re worth pursuing.

Off-page SEO audit

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  • Use tools like Ahrefs to get an inventory of the quality and authority of your backlinks. They can even highlight backlink profiles from your closest competitors.
  • Use social media management tools to track your engagement. While not a direct factor, Google does notice the extra engagement.

Register for Google My Business/Google Business Profile to claim your local search profile. Although this might not be as relevant to SaaS businesses, it’s still a way to generate extra traffic from local searches.

Content SEO audit

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  • Rework poor-performing content.
  • Update outdated content.
  • Improve existing pages and relaunch them.

Which tools are best for SaaS SEO audits?

 

SEO audits can be done manually, but with so many tools to power in-depth audits, you can make your audits faster and more impactful. Here are our top picks:

 

Ahrefs – Ahrefs is one of the most popular SEO audit tools, and it’s what we use internally at Tao. It offers site audits, backlink analysis, keyword research and competitor activity insights. In short, it does just about everything.

 

SEMrush – SEMrush offers the same all-in-one package for SEO auditing as Ahrefs, including competitor analysis and an array of content optimisation tools. It also tracks keyword performance, which is always beneficial for high-growth SaaS firms.

 

Moz Pro – Moz Pro includes rank tracking, link analysis and on-page SEO optimisation within a single intuitive interface.

 

Screaming Frog – Screaming Frog offers free and premium site auditing options. This tool crawls your website and pinpoints issues like duplicate content and broken links. Even better, it integrates with Google Analytics.

 

Google Search Console – Gain insights directly from Google itself. The Google Search Console supports your auditing efforts with index coverage, mobile usability reports and URL inspections.

 

There’s no single best tool for auditing your website. It depends on your goals and what you want to achieve through your audits. However, what matters the most is the insights you gain and how you use them within your SEO strategy.

 

And that’s where an SEO agency comes in.

 

At Tao Digital Marketing, we support SaaS businesses that are serious about their SEO to achieve the high-impact results they expect from their online marketing efforts. If you’re ready to get started, contact the team today.

Website Design Inspiration for Law Firms

Your website is your digital shop window, the heart of your online presence. Yet, surprisingly, just 78% of small business owners in the UK have a website. If your law firm doesn’t have one or you’re not impressed with its performance, it’s time to consider design.

Everybody knows the importance of first impressions. Putting as much time into your website as you do your practice is always a recipe for success. But where should you start?

Let’s dive into some website design inspiration to help inform the newest incarnation of your website.

Why should law firms have a website?


Investments are never guaranteed, but a well-designed website is as close as you will get. For example, according to HubSpot, did you know that web design improves time-on-site by 84% and year-on-year revenues by 132%?

If that’s not a good enough reason, here are some other reasons why your law firm must have a website:

 

  • Increase brand exposure.
  • Draw in your target audience.
  • Provide helpful legal resources.
  • Make it easy for prospective clients to find you.
  • Tell your law firm’s story.

 

All this adds up to an increase in the bottom line. Without a website, you don’t exist in the digital realm.

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Law firm website design best practices

Approximately 59% of people prefer to browse beautiful and well-designed websites, but before you can get into specific design choices, it’s vital to adhere to best practices.

Best practices have changed somewhat over time, so what do people expect as a minimum today?

 

  • Keep things simple. Avoid adding unnecessary design elements and overwhelming your visitors.

  • Build a visual hierarchy. In other words, structure your site so that information flows.

  • Ensure you have an intuitive navigation system. So visitors can find what they need.

  • Maintain consistency. Across every page too.

  • Invest in a responsive design. This is so your site adapts to any device it’s accessed from.

  • Follow Web Content Accessibility Guidelines (WCAG). This is to make your site accessible.

  • Conduct user testing. This helps to gauge what people think.

 

These are the basic concepts every website should have. However, they concentrate on the abstract, so what should your law firm website design include?

What should a law firm website design include?


Every industry follows its conventions regarding design, and the legal industry is no different. Every element should convey a particular message or flavour. Let’s examine what every good legal website should include.

 

Real images of the team

Design of team member blocks for a law firm, set out in three.

It’s no secret that the legal industry is stereotyped as cold and impersonal, and that’s not what the average client wants.

Break the mould by showing who you are. Avoid using stock images of lawyers and opt for professional photos of the people behind the brand. It’s one of the things that distinguishes your firm from someone else’s.

 

Accessible service pages

Design of 3 blue service page blocks.

The law is confusing to the average person. One aspect legal websites suffer from is information overload without any clear direction. Your website’s job is to quickly get your visitors to where they need to be.

Make your service pages loud and clear. Whether this is linked on the main navigation bar or within boxes on your homepage, your various service pages should be visible and neatly divided.

 

Clear testimonials/reviews

Screenshot of a review block for a law firm.

A solicitor’s reputation is everything. Lead with the reputation you’ve spent years of your life building. Include testimonials on your website in prominent places rather than hiding them away.

Even better, if you already have reviews on Yelp, Google, or any other channel, put them first. This helps build trust and proves they’re from legitimate people.

 

Simple contact forms

Design of a contact us form box.

Legal clients naturally have many questions. During stressful periods, people search for lawyers, so make them feel relaxed at every opportunity.

Too many law firm websites use complicated contact forms asking a million different questions that should be kept for the initial consultation. Whether you’re using a WordPress plugin or coding a site from scratch, use a simple, clear contact form.

You may even want to consider including an embedded contact form in the footer of every page.

 

Well-designed Calls to Action (CTA)

Design of a call to action box and green button.

Informative and educational pages provide value, but without an indication of what you want the reader to do next, you’ll lose them. Every page should include a clear CTA to direct them to a particular action.

Examples of CTAs could include:

  • Schedule a free consultation.
  • Sign up for the newsletter.
  • Read this page for more information.
  • Follow us on social media.

CTAs are remarkably effective, yet 70% of B2B websites alone don’t use them. View your website as a journey, with each page having a CTA that will lead your visitor to their next destination.

 

Strong multi-channel branding

Featured Image Design for a Law Firm with branding.

Consistency across your website is crucial; the same applies to other channels. Many lawyers assume that branding isn’t relevant to them, but your brand is your story. It’s what separates you from every other law firm.

Your brand should extend to your website and your newsletter, how you speak to your clients, and social media channels.

Understanding how SEO works with website design

Web design isn’t just about aesthetics. It also has a massive impact on SEO and, therefore, where you rank in SERPs. Google incorporates design into its ranking signals to create a benchmark for what it believes a great user experience is.

Opting for SEO web design optimises your site for Google, ensuring that your website helps rather than hinders your SEO. A site design can look great on paper, but Google will penalise you if it lacks the appropriate nuts and bolts.

Some of the most common mistakes businesses make with their web designs include:

 

  • Poor mobile optimisation.
  • No responsive design.
  • Low word count pages.
  • Duplicate content issues.
  • Slow load times.

 

Remember, web design isn’t just the colours on the banner. It’s also the content on the page. Content is as fundamental to good web design as anything else, so neglect it at your peril. Google’s standards define what they believe to be a high-quality website for its users.

Let Tao Digital Craft a Lead-Generating Powerhouse

Your website is the key to attracting and converting leads. At Tao Digital, our team blends website design and development to supercharge your law firm SEO strategy. Our designers help you turn your vision into something tangible so that you have a digital presence your law firm can be proud of.

If you’re ready to start your journey to online success, reach out to the team today.

 

SEO vs. CRO: Which Should You Focus On?

Search Engine Optimisation (SEO) vs. Conversion Rate Optimisation (CRO) has recently been a subject of heated debate. Many businesses ask, “Which one should I invest in?”

Truthfully, there’s no comparison between the two. They’re on the same side of the equation, meaning you cannot have one without the other. Understanding both SEO and CRO is crucial for success in any industry.

So, with that in mind, let’s jump into everything you must know about SEO and CRO.

Search Engine Optimisation (SEO) 101

SEO is crucial if you want to be found in Google SERPs (Search Engine Results Pages). Think about how often you start your search for the right brand based on Google. Yet only 71% of businesses have a website in 2023, showing how much value the UK’s business community misses out on.

But having a website isn’t enough. Businesses need an SEO-optimised website. You appear in Google SERPs by creating a website and optimising your pages by following Google’s algorithms. Techniques include targeting relevant keywords and acquiring backlinks. Rank higher in SERPs, and you’ll attract more traffic.

SEO is simple to understand as a concept, but executing an impactful SEO strategy is easier said than done because you’re competing against millions of other websites.

 

Conversion Rate Optimisation (CRO) 101

On the other hand, CRO is the process of optimising your website for conversions. In other words, once someone visits your website, your site is set up to encourage action from your visitors.

Different elements you might focus on include landing pages, menu bars and content. Excel in CRO, and your sales-to-visitors ratio will increase.

What does an excellent CRO look like? According to Forbes, an eCommerce website’s average conversion rate ranges from 1.84% to 3.71%. It may not sound significant, but this can have a massive impact on your bottom line over thousands of visitors.

 

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Key differences between SEO and CRO for business growth

SEO and CRO are essential for driving traffic to your website and landing new customers. Although they work in tandem, they have several key differences that mark them out as distinct, including:

  • SEO focuses on increasing traffic quantity and quality.
  • CRO improves the percentage of visitors who take a desired action, such as contacting your sales team, subscribing to your newsletter, or making a purchase.

In short, SEO is focused on encouraging people to visit your website, whereas CRO’s purpose is engagement.

How SEO and CRO Work Together

SEO and CRO are not the same, but they are interdependent. For example, your SEO may have ranked you on the first page of Google SERPs, but if people land on a low-quality website, they’ll click away.

Likewise, you can have a website geared for conversions, but if your SEO isn’t on-point, nobody will see your brand’s site in the first place. Moreover, Google’s algorithms increasingly account for the on-site user experience for SEO purposes.

Over time, SEO and CRO have become more closely entwined, meaning you can only succeed in one if you succeed in the other.

Why are both SEO and CRO important for business growth?

 

Establishing that both impact business growth is one thing, but why do they combine so well to drive results?

Sites that fail to rank will not result in conversions or business revenue. In contrast, if your plan solely focuses on ranking, you will unlikely acquire the desired results. The key to achieving business growth is to ensure that every element of your site answers the searcher’s query.

Let’s focus on content as a means to drive business growth. Here are three points to consider to generate business growth:

 

  • Create Content to Match Intent—Which content best answers the searcher’s query? Google asks this question every time, but it also includes the caveat that the page must offer the best possible user experience.

  • Optimise Content for Conversions—Strategically telling people what you want them to do turns informative content into converting content. Again, this increases click-through rates and creates action, which Google recognises for SEO purposes.

 

In other words, SEO and CRO optimisations inform each other. Succeeding in one area will enable you to succeed in another area. Moreover, if we examine SEO principles, time-on-page and click-through rates are as important in SEO as in CRO.

How to find the right balance between SEO and CRO


Achieving optimal results means striking the right balance between SEO and CRO. But what does this look like in the field?

 

  • Align Your Goals —Your SEO and CRO goals should complement each other and be aligned with your overall marketing objectives. In other words, they shouldn’t compete; they should collaborate.

  • Keyword Optimisation for CRO – Bring high-converting keywords into your landing pages and other content to deliver synergy between SEO and CRO.

  • Operate on the Data – Data analytics should be at the heart of your online marketing decisions. Don’t separate your SEO and CRO data or examine it in isolation. Combine both to make informed decisions, whether improving the user experience or optimising your landing pages.

  • Make User Experience Your Number One – The user experience is everything. Focus on what makes your business more appealing to users, such as fast loading speeds and persuasive content writing.

  • Test and Repeat —Make A/B testing part of your typical marketing schedule to determine what works and what doesn’t. Likewise, constant testing ensures your website doesn’t get stale and tumble down the rankings.

  • Personalisation —Personalisation is a powerful tool for targeting different customer segments. Tailoring your messaging increases the odds of making an impact on each segment. Combining your personalisation strategies with SEO can also inform landing page optimisation, which will only boost your rankings.

 

As you can see, countless options exist for combining SEO and CRO. It’s less about finding a balance and more about understanding that you cannot have one without the other.

 

Tracking the impact of SEO and CRO


Any marketing campaign requires monitoring to understand whether it’s achieved success. Some examples of both SEO and CRO impacts include:

 

  • Organic traffic
  • Keyword rankings
  • SERP visibility
  • Click-through rate
  • SERP visibility
  • Bounce rate
  • Conversions
  • Website authority

 

Which metrics you focus on must be defined before you launch your campaign. Every marketing effort is different, meaning no two businesses will draw the same line between success and failure.

 

Achieve SEO and CRO Synergy With Tao Digital Marketing

Managing SEO and CRO can be complicated. Even if you understand how both work, running these campaigns takes valuable time and resources away from your business.

Kickstart your next online marketing campaign by working with a team of experts who understand what works for you. We incorporate your goals, expectations and niche to provide the best possible solution. To learn more, contact Tao Digital today.