In this workshop, we’re looking at Pixel Happy Studio, a web design consultancy. I’m using ahrefs, a fantastic SEO tool (that also happens to be sponsoring this series).
First, we’ll look at keywords: specifically “wordpress web design.” What initially jumps out at me is that the cost per click is extremely high on this keyword at $17 (yikes!) The sites that rank high for this keyword are so authoritative (meaning tons of other sites link to them) that this is a difficult keyword to rank for.
Additionally, a lot of the high ranking results are videos, which means people aren’t looking to hire out web design consultants, they’re looking at DIYs for how to do it themselves. Big insight.
What Pixel Happy Is Doing Right
At first glance, there are some clear conversions on the homepage. We have clear CTAs: Start a Free Consultation, Explore Our Process, etc. These are great because it’s not only easy for viewers to navigate the site, it’s also easy for SEO crawlers who ultimately rank the page.
A Note On Testimonials
The testimonials at the bottom of the site are great but they’re missing results. They show that Pixel Happy Studio has had success with clients in the past but don’t provide concrete figures of that success. How much has revenue per page viewership increased since using Pixel Happy Studio? Numbers, people! This would be a more compelling way to use testimonials.
Don’t Make Me Out-Out of Your Opt-In
I like that Pixel Happy Studio has an opt in to download their eBook, titled “4 Simple Strategies To Grow Your Business,” however, I see ways this could be done more effectively. This opt-in is too indirect. It doesn’t demonstrate that the eBook is about web design and doesn’t have a clear audience in mind.
A lot of businesses know they should have an opt-in (yes, the should!), but then they half-heartedly create one. This is useless. A good example comes from kickass web design company RKA ink, titled “Don’t Hire A Web Designer (Until You Read This).” I love this one because it’s marketed to a highly-curated list: people who are planning to hire a web designer. It’s a difference in framing. Pixel Happy Studio should leverage this approach and market their opt-in to a clear target audience: people looking for web designers.
Look at the Smart Competitors in Your Space
RKA ink does things well (that we can leverage here!). Looking at their top pages, they feature headlines, such as “Why I Changed My Mind On Canva For Work.” They offer a lot of thought leadership, with click-baity headlines. Looking at this example, we’ll see what we can model from this site (such as thought leadership articles).
What Do Your Readers Want?
Lastly, we’ll look at one of my favorite under-utilized resources: Quora. When building out your content strategy, you should first know what questions your audience has so you can create articles based on what they’re already thinking about.
For instance, a top question is: “should I hire a web developer for my first website?” Using this information, Pixel Happy Studio could create an article titled “Why You Should Hire A Web Developer For Your First Website” and become the voice of authority in this conversation.