Gain More Attention And Position Yourself As An Authority


We’re all experiencing declines in new business.

I don’t think that, except for Amazon, Zoom, and maybe Netflix, many businesses right now are generating significant levels of new business. 

The way I look at it is, now is the time to really focus on gaining your customers’ attention.

Gain More Attention

Your customers may not be buying right now. For example, you might be in health care and your patients have canceled their appointments. Maybe you do elective surgeries but are now unable to do so. Now is the time to position yourself as the authoritative resource for that clientele.

Using the health care example again, if you’re a physician, or maybe you manage a Healthcare Group, now is the time to post content to your website and your social media profiles regarding: 

  • COVID-19 
  • Medical implications regarding COVID-19 
  • The latest that’s coming out in terms of vaccines.

There’s a lot of opportunity right now for healthcare professionals, in particular, to distinguish themselves as the subject matter experts in their field and really garner attention from not only their existing patient base but also potential new patients down the road. 

This thing is going to end at some point. When the smoke clears, the companies that are going to thrive are the ones getting eyeballs and getting the attention through providing valuable content and information to their clientele. 

Another great example is legal professionals attorneys. 

Right now is a prime opportunity for attorneys to provide their clientele with resources regarding all federal, state, and local legislations being passed, in order to help individuals and small businesses. 

You should be out there publishing content to your website and your social media profiles regarding all this new legislation and serving as that trusted adviser that is an authoritative resource for your clientele. In addition to that, you can also be talking about how COVID-19 may impact your clientele specifically.

Position Yourself As An Authority

One example could also be a divorce attorney. I suspect that with spouses locked in the same house together for long periods of time you’re probably going to have some friction at some point. I think it’d be nice to have a divorce attorney that’s providing guidance and advice on how to make sure that you maintain positivity in a household when you’re locked in the same house for 30 days or more. 

Bankruptcy is probably something that’s on a lot of American’s minds right now. Maybe they’re not in the best position financially, and depending on how long this goes on for, it could lead to bankruptcy.

Pushing bankruptcy attorneys to discuss and produce content that serves as advice and guidance on how Americans can avoid bankruptcy would be very compelling and help position you as an authoritative resource and as that subject matter expert.

Once the economy rebounds and once things begin to normalize and people start hiring attorneys and going back to their physicians offices and so forth, they’re going to come to you, as opposed to your competition. 

Right now your competition is silent. They’re not doing anything!

If you’re the one putting content out there and helping them through this crisis, they are going to trust you. They’re going to want to come to you once all this is over.

How to Adapt and Thrive During Times of Uncertainty

As a business owner, you can adapt and thrive during times of uncertainty. 

One of the things I’ve noticed companies doing is that they’re taking their eye off the ball in terms of generating revenue. This is because they are so focused on cost-cutting and borrowing. 

The Time to Generate Revenue is Now

Both of these things are necessary at this time. Companies have to contract and reduce costs and, where necessary, borrow in order to remain cash flow positive. But that should not be in lieu of generating revenue. Revenue generation should be just as important now as it was prior to the pandemic. 

This is an issue that companies are failing to recognize. Just because times are tough and we are stuck in our home doesn’t mean we can’t still generate revenue. You just have to figure out how and pivot and look for those opportunities within your specific business.

  • One way to continue generating revenue is by taking care of your existing customers. Make sure sure you’re continuing to provide them with value.
  • Another way is to reallocate your short-term marketing budgets you had set aside for tradeshows and conferences and apply that to digital marketing. 

Although demand for services has declined, it’s not like it’s nonexistent. People are still buying; where they were once buying in person, they’re now buying online. You have to be present when they are searching for your product or service offering.

Ramping Up Virtual Consultations

One of the things we’re having a lot of success with and seeing our clients have a lot of success with is consultations. Instead of doing in-person consultations onsite, they are doing virtual consultations using Zoom, UberConference, or GoToMeeting. We are also seeing seminars being conducted virtually. Where a seminar may have been conducted in-person, now they are being done virtually and with great success.

The opportunities are there. You just have to take a step back, assess your current situation, and think about the needs of your customers and how you can meet those needs even though you may not be able to physically be in front of them when you do.

How to Continue Driving Revenue During the COVID-19 Pandemic

As a business owner, one of your primary goals right now should be to find ways to continue driving revenue during the pandemic. Your business needs cash flow, and while you can certainly borrow, you’ll have to pay that money back at some point. As we may be headed for a recession or already in the midst of one, finding ways to maintain positive cash flow through revenue instead of debt will put your business in a much better position now and in the future.

Here are a few ways to continue driving revenue during this uncertain time.

Focus on Your Best Customers

Depending on your line of business, your best customers may need you now more than ever. So, pick up the phone and call them to see how they’re doing and what you can do to help them. Our best customers are the reason we’re in business and you better believe we’re working harder than ever to make sure their businesses not only survive this crisis, but are well positioned to come out of it even stronger.

Increase Your Investment in Digital Marketing

If you’ve historically relied on in-person networking, trade shows, or conferences to drive revenue, you need digital marketing now more than ever to replace that lost revenue. We’ll likely see both the volume and duration of online usage achieve record breaking levels during the pandemic as people spend more time on Google, Facebook, Youtube, and other platforms as a result of being at home. This is the perfect opportunity to make sure your brand is front and center, and top of mind with potential customers. People will still need goods and services despite the pandemic.

Utilize Video Conferencing

If you typically meet with customers face-to-face, video conferencing can be a great alternative to canceled appointments. There are plenty of video conferencing options available, such as GoToMeeting, Zoom, and UberConference. Don’t settle for trying to replace in-person meetings with a phone call. Video conferencing is a much more effective alternative, because it mimics an in-person interaction more. With a phone call, you’re unable to see your customer’s facial expressions and body language, which may communicate more to you than what they’re saying verbally.

Serve New Segments

Consider serving new segments that can benefit from your offering. We already have clients pivoting to serve segments that they historically haven’t served to help diversify their clientele. For example, perhaps you typically focus on high ticket items, but may find there are fewer of those now, while there is still demand for lower ticket items. These lower ticket items will help keep the revenue coming in until demand for your more profitable higher ticket offering resumes.

Pivot Your Offering

Restaurants that typically rely on in-store dining are doing an excellent job of pivoting their offering right now by focusing on delivery and takeout. Gyms can pivot by offering virtual personal training sessions and classes. Physicians can pivot to virtual consultations. Attorneys can pivot to different practice areas that are in higher demand during a recession. Home service business can pivot from installs to repairs. These are just a few of many examples of how you can pivot, which ultimately depends on your business and unique circumstances.

Remember, this is a temporary event. So, focus on driving revenue not only to secure your business now, but to set it up for success once the pandemic ends and the economy rebounds.

5 Steps to Help Your Business Thrive in a Time of Economic Uncertainty

With the spread of the coronavirus (COVID-19), you are not only responsible for your personal health and the health of your loved ones, but also for the health of your business. With the U.S. economy potentially headed for a recession, the country is in a severe state of economic uncertainty, and that is not good for business. However, it can be good for your business if you take certain steps to adapt. 

Consumers will continue spending, and someone has to be there to meet that demand. Just because there’s economic uncertainty, doesn’t mean that you still don’t have payroll and other financial obligations to meet, or sales goals to achieve. You must adapt in order to keep the train on the tracks, and potentially come out of this economic turmoil with an even stronger business.

Here are five ways you can take advantage of the current state of uncertainty.

Step 1: Ramp up marketing while your competitors sit on the sidelines

Henry Ford once said, “A man who stops advertising to save money is like a man who stops a clock to save time.” With many of your competitors pulling back, this is the perfect opportunity to ramp up your sales and marketing activities, potentially at a lower cost. Advertising costs in general will decline, which means your marketing budget will go further than it did before. This presents a prime opportunity to gain market share from your competitors, and position your company to be even stronger and more dominant than it was before.

Step 2: Evaluate expenses, and trim the fat

Times like this present a great opportunity to evaluate your expenses and determine if there is any fat you can trim. Do you have any unnecessary expenditures that can be reduced? For example, we recently replaced K cups in our office with a 30oz can of Folgers. With this change, we went from spending roughly $80 per month on coffee to just $7 per month. This resulted in a savings of almost $900 over the course of a year. We also reduced the janitorial services for our office from twice a week to once a week. The office is just as clean as it was before, but for half the cost. We’re now saving over $1000 per month from those changes, and have since reallocated those funds to our own marketing efforts, where we typically see a 3x to 5x return. So, we’re not only saving $1000 per month, we’re actually earning an average of $4000 per month from those reductions in our office expenditures.

Step 3: Strengthen your team and encourage professional development

Use this opportunity to strengthen your team. Economic uncertainty impacts your employees just as much as it impacts you. It’s important to keep employee morale up during this time. Take a few minutes to check in with each of your employees and see how they’re doing. This also gives you an opportunity to provide your employees with feedback and encourage them to take advantage of professional development opportunities if business slows. If you have any employees who are underperforming, this is also a good time to address those issues. You can’t afford to have employees who aren’t significant contributors to the company’s bottom line during uncertain economic times.

Step 4: Reevaluate your business plan and be prepared to pivot

In the event business slows, use that time to reevaluate your business plan. There may be opportunities for growth that you haven’t thought of, or weren’t present before. For instance, you may be able to pivot to a different offering or serve a different audience. There may also be opportunities to improve your operations. For example, if and when things slow for your business, use this time to focus on building better systems and improving efficiencies. This can result in increased productivity and ultimately a more profitable business once things pick back up.

Step 5: Place more emphasis on digital marketing

Companies that typically rely on in-person networking, conferences, and tradeshows to drive new business will have to find alternative means of generating business. Sales quotas must still be met, but the traditional planes, trains, and automobiles method isn’t going to work as long as COVID-19 is an issue. There is a tremendous opportunity here for those that have historically relied on networking to create a digital marketing strategy to replace this lost revenue. Develop a digital marketing plan with a heavy emphasis on search engine optimization, social media marketing, and retargeting. Keep in mind that if people are stuck in their homes for long periods of time, they will be spending a lot of time on Google and Facebook.

Regardless of what the future holds, take this opportunity to evaluate your business and make the changes that are necessary to not only survive, but to continue to grow and thrive.

READY TO PARTNER WITH AN AWARD-WINNING AGENCY THAT DELIVERS RESULTS? LET’S GET STARTED.

How to Win on Google in 2020


The end of the year is fast approaching. Hopefully, you have already started planning your marketing strategy for 2020 and Google is a significant component. If you haven’t, I suggest getting started so that you can begin the year strong. There are three key elements to winning on Google in 2020. 

  1. Convince Google that you’re the authority in your market by consistently publishing high quality content on the niche(s) you want to dominate.
  2. Make acquiring positive Google reviews a priority. This increases your credibility and the likelihood that a prospect will ultimately convert.
  3. Don’t rely solely on Google Ads. Diversify your strategy by incorporating SEO. Many of your competitors rely on paid search, which leaves the window wide open for you to dominate organic search.

Convince Google That You’re the Authority in Your Market

By this, I mean convince Google that you are the authority within your niche or market. How do you accomplish this? By producing high quality content that your clientele will engage with on your website. By producing that high quality content, not only are you feeding the Google monster with content to index (Google loves fresh, quality content), but you’re also providing your clientele with content that they engage with, which increases your website’s engagement metrics and, in return, increases your rankings. Google likes to see those engagement metrics go up as they crawl and re-crawl your site throughout the year. And because we’re focusing on a specific niche or theme, we are telling Google that we are the authority in that niche or particular topic. When it comes to that particular content, you are the subject matter expert. 

Make Acquiring Positive Google Reviews a Priority

Generating positive reviews helps tell the world that you are credible and trustworthy. Think about how many times you’ve researched a business that you might want to work with only to come across their Google My Business page and see that they have a few reviews here and there and are averaging a 2 or 3 star rating. This might cause you to think, “You know what, I’ll pass. I don’t want to take a chance on doing business with these people and not have a good experience. I don’t have time for that, and I don’t want to waste money.” So you move on to the company that has five star reviews, and lots of them. Well, your customers are doing the same exact thing. So, make sure you’re soliciting reviews from your happy customers and accumulating those super valuable 5-star ratings on your Google My Business page. 

Don’t Rely Solely on Google Ads

I still see tons of companies rely primarily on Google Ads, and they don’t really put any emphasis on organic search. This blows my mind because there’s so much opportunity there, but this is to your benefit. If your competitors are focused primarily on pay-per-click advertising then that’s good for you because that opens up the window for you to jump in and dominate organic search. You don’t have to compete with them because they aren’t even thinking about organic search. Take advantage of this opportunity to become the authority in your market and box out your competitors on organic search. 

If you want to win on Google in 2020, embracing organic search and reviews is vital.

How to Improve Your Google Reviews

Are you struggling to improve your business’s online rating despite providing exceptional service? Unsure of how to acquire Google reviews, or how to increase your Google rating? Maybe you need consumers to leave positive reviews? In our inaugural vlog, we will discuss: 

  1. Why it is important to pay attention to Google reviews 
  2. How to implement a positive review process 
  3. How to address negative reviews 

Pay Attention to Google Reviews

When it comes to online reviews, Google Reviews can have a drastic impact on your business. It’s the online review platform that everyone is paying attention to. There are other review platforms out there, such as Yelp, Health Grades for healthcare, or Avvo for legal, but at the end of the day, Google trumps them all. 

Consumers are making decisions every day regarding who to do business with based on the reviews of the providers that they are considering. If your business has less than four stars, you’re losing business. If you’re neglecting to respond to negative reviews, you are losing business. Even if you have satisfied customers — guess what — you’re losing business by not soliciting them to leave positive reviews. 

Implementing a Positive Review Process

Generating positive reviews doesn’t always have to require a complicated strategy. It can be as simple as asking a customer in person or by phone if they are satisfied with the service that you are providing. If they say “yes,” ask if they could take a minute to leave a review for your business on Google; it’s as simple as that. Ideally, you want to have a strategy or process in place to consistently solicit positive reviews from your clientele. But just getting started by asking for reviews is the best thing you can do right now so that you can begin accumulating those all-important four and five star reviews.

Address Negative Reviews

Your business should never have unaddressed negative Google reviews – this gives off the perception that your business does not care about satisfying its customers. If you have a negative review that has not been responded to, go ahead and address their concerns. Do not engage them in a negative manner. Just address the review and let them know that you hear their concerns and want to resolve the issue offline. This is ultimately the goal: take the conversation offline. 

In my past experience, I’ve seen instances where we respond to negative reviews on behalf of a client which in turn helps with public perception and lets people know that they care about what customers think. In the interim, our client is communicating with that unhappy customer offline, which ultimately leads to that once poor review being changed from a one star review into a five star review. This is done by simply asking the customer what they were unhappy with and helping them resolve the issue. Often, upon seeing that the client cared, the customer will change their negative review all on their own. 

In summary, if you’re not already managing Google reviews or even paying attention to them, start doing so because it is affecting your business. If you do not have a procedure in place to attain positive reviews, start one by simply asking satisfied customers to do so and build from that. Respond to any negative reviews you may have in a neutral fashion and take the conversation offline in the hope that they remove the review on their own or even change it to a higher rating.

Innocent Until Proven Guilty: How Attorneys Can Combat Negative Reviews

As an attorney, establishing a positive reputation on Google and Avvo is crucial for remaining competitive in your local market. If you have no reviews — or worse, negative reviews — you’re going to have a hard time capturing prospective clients who base all of their decisions on online reviews. That’s why we’re going to show you how to deal with negative reviews and protect your online reputation.

How Damaging Are Negative Reviews?

If you’ve ever received a negative review after serving a client, you understand how disheartening it can be to learn that your best efforts weren’t enough to garner positive feedback. Unfortunately, reviewers don’t always treat lawyers fairly, and there’s evidence to back it up. Clients that have a negative experience are ten times more likely to leave a review than those who had a positive experience. 

Let’s run the numbers: if only one out of every ten positive experiences results in a positive review, and you receive a single one-star review, it could take up to 40 positive client experiences to offset your bad review. That’s a lot of work to overcome one negative opinion! And if you get targeted by review spam, you’re going to need more than luck to dig yourself out of the review badlands. This is part of the reason why law firm reputation management is so critical for lawyers that want to grow their practice.

Should You Manage Your Own Reviews?

Before you decide to manage your own reviews, you might want to consider how well you handle criticism. Many lawyers make the mistake of attempting to respond to reviews themselves. Despite their best efforts to remain professional, everyone has a boiling point, and you might later regret the response you penned in the heat of the moment. Negative reviews can attack more than your legal services. Reviewers might attack your character, insult your practice, and question your integrity; when this happens, you need to detach yourself from these critiques to maintain a high level of professionalism.

“Sometimes, facilitating some separation between yourself and your critics by allowing a third-party to manage your reviews is the best way to ensure that your responses are helpful, cordial, without emotion, and most of all, professional.”

If you do attempt to take on this task alone, you should always picture your reply attached to a bar counsel complaint. In this situation, would you be confident in the way you opted to handle your reply? Was your tone and content appropriate? Sometimes, facilitating some separation between yourself and your critics by allowing a third-party to manage your reviews is the best way to ensure that your responses are helpful, cordial, without emotion, and most of all, professional.

How to Address a Negative Review

You never want to be seen responding to client reviews in a manner that can be viewed as insulting, aggressive, or unprofessional; after all, your reviews and replies are public. Try to abide by the community guidelines of Avvo or other comparable sites whenever you respond to a negative review. For instance, Avvo’s community guidelines recommend that lawyers, avoid excessive self-promotion, draft original responses, and answer questions while maintaining client anonymity, among other things. 

Appropriate Response to a Negative Review

Here’s a good example of a response to a negative review that doesn’t disclose confidential or attorney-client privileged information: “Thank you for the feedback. It is our goal to serve every client’s legal needs. We are always looking to improve our services for our clients. Please contact our office at XXX-XXX-XXXX with any questions or concerns you may have.”

As you can see, this review didn’t “take the bait,” instead, it accepted the feedback and made a deliberate attempt to take the conversation offline. This is one of the fundamental principles of review management: Always take the conversation offline.

Inappropriate Response to a Negative Review

Now, let’s cover an unacceptable response to a negative review: “Thank you for the feedback. I’m personally sorry that I couldn’t get your husband’s DUI reduced to a reckless driving charge. However, there’s only so much that can be done when a DUI results in over $25,000 in property damage. As we discussed in our initial meeting, Mr. Smith’s criminal record played a significant role in the judge’s decision. I hope this justification is sufficient enough for you to remove this review.”

This response divulges too many details about the client’s case. Furthermore, it references past discussions that were conducted under attorney-client privilege. There’s more to be lost than gained here, so it’s better to tone it down.

Alternative Response to a Negative Review

If you absolutely have to get the last word, consider a response such as this: “Unfortunately, in your particular case the law didn’t support your suggested argument or strategy, we had to pivot in order to give you the best chance of achieving the best result possible.”

There’s some merit to responses like this. For one, you prove that you aren’t willing to fold, which is a great attribute for many attorneys. These types of replies also help you dismiss the negative review. However, you need to cut off communication after you leave a reply. You don’t have the time to be corresponding with past clients when your new clients need you.

Are You Having Trouble Keeping Up With Reviews?

Whether you’re unsure of how to respond or don’t have the time to engage every review, it’s important to realize that proper review responses can help you maintain relationships, attract new clients, and grow your practice.

At LEVERAGE, our reputation management services are designed to work in tandem with your SEO and social media marketing to ensure that your prominent online visibility is enhanced with an excellent online reputation. When you consult LEVERAGE for lawyer reputation management, your law firm’s reputation will soar with a comprehensive strategy that combines reviews management, solicitation, aggregation, and more. Best of all, you’ll no longer have to worry whether or not the time you spend managing reviews is paying dividends for your practice. Our experienced team puts in the necessary legwork to support your brand and position your firm as a responsive and respectable legal partner.

READY TO PARTNER WITH AN AWARD-WINNING AGENCY THAT DELIVERS RESULTS? LET’S GET STARTED.

Managing Your Reviews and Reputation While Remaining HIPAA Compliant

Online reviews remain the single most influential way for patients to voice their opinions of your medical practice. Whether true or false, these opinions will be raw, unfiltered, and emotionally driven. They will gravitate towards being high praise or strong disapproval. Your reputation as a healthcare provider hinges on these reviews and your responses to them. 

While many business owners have the freedom to respond to reviews however they see fit, healthcare providers have their hands tied by the Health Insurance Portability and Accountability Act (HIPAA). Such was the case when a physical therapy office was fined $25,000 in 2016 for posting testimonials on their website without patient consent. We’re here to tell you how you can manage your reputation and craft review responses while remaining HIPAA compliant. 

What Is Protected Under HIPAA?  

Briefly, HIPAA protects “protected health information” (PHI) which relates to “the individual’s past, present, and future physical or mental health or condition, the provision of health care to the individual” and anything that pertains to payment information. Altogether, there are 18 identifiers that indicate when patient information is considered PHI. 

“Avoid responding to reviews with information that can reveal a patient’s medical history or medical payment history.”

Bottom line: Avoid responding to reviews with information that can reveal a patient’s medical history or medical payment history. No matter what information they divulge in their review, you cannot respond in kind. Above all else, avoid using their name in conjunction with confirmation that you provided them with health care services. 

“How Can I Possibly Respond to Reviews?” 

Keep it anonymous. Keep it general. If the review is positive, a simple thank you will suffice. If the review is negative, again, thank them for taking the time to post a review and offer a phone number they can call to further discuss the issue. Negative reviews may be extremely biased, but people trust them nonetheless. You won’t have the flexibility to solve problems online, so your goal is to take the conversation offline. Only then can you offer a detailed, comprehensive solution to the patient’s grievance. 

Appropriate Response to a Positive Review

Here’s a great example of a HIPAA-compliant response to a positive review: “Our practice strives to provide each patient with the outstanding service and attention they deserve. We love hearing success stories. Thank you for the recommendation, and we wish you all the best! Sincerely, Dr. ______ and team.” 

Appropriate Response to a Negative Review

Here’s an appropriate response to a negative review: “Thank you for the feedback. It is our hope that every patient leaves our care having had their medical needs met and exceeded. Please contact our facility at XXX-XXX-XXXX with any questions or concerns.” 

Inappropriate Response to Any Review

Here’s what to avoid: “Dear Mr. Roberts. It was our pleasure to see you this past Tuesday concerning your intestinal surgery. Thank you for your positive review and recommendation!” 

Not only does the above post include the patient’s name, but it also includes information confirming their medical history, including confirmation of their visit, the date of their visit, and details of the patient’s treatment. 

Whether Positive or Negative, Respond to All Reviews

Now that we’ve discussed HIPAA compliance, it’s time to touch on how your reviews should be managed. We recommend responding to every review you receive, regardless of whether it’s positive or negative. By doing so, you can mend fences and further build a rapport with your patients while showing potential patients that you are serious about providing the best health care experience possible. 

Your goal is to maintain a trustworthy persona that your patients will recommend online as well as to their family and friends. Only then can you build your online presence, manage your reputation, and attract patients that would have otherwise never trusted you with their health and wellbeing. 

Maintaining Compliance and Your Reputation 

When you take into account reviews across Google, Facebook, Vitals, Healthgrades, WebMD, and other review platforms, managing your online reputation has never been more of a challenge — a challenge you must face nonetheless. Patients are oftentimes blindly trusting of online reviews. They may not know the people leaving reviews, but they value them nearly as much as personal recommendations, sometimes even more so. Don’t allow your reviews and reputation to fall by the wayside. The only way to dominate your local market is by taking all aspects of your online presence into account. 

Are you unsure of how to respond to Google reviews? Keeping up with reviews and crafting proper responses can help you maintain relationships, attract new patients, and grow your business. Your time is precious and better spent looking after the patients under your care. At LEVERAGE, we offer the top-tier review management services you need to ensure that patient reviews are responded to in a timely and HIPAA-compliant manner that both improves and extends your relationships with patients.

READY TO PARTNER WITH AN AWARD-WINNING AGENCY THAT DELIVERS RESULTS? LET’S GET STARTED.

Why a Mobile-Friendly Website is Essential to a Successful SEO Strategy in 2019

Surprisingly, many organizations still don’t have mobile-friendly websites despite there being over 5 billion unique mobile subscribers worldwide. Usually, they are reluctant to invest because they lack resources or don’t see the value. If your organization falls into this category, and you would like your brand to remain relevant on the most widely used search engines in 2019—which, let’s face it, is quickly approaching—you need to invest in a mobile-friendly website.

Here are three reasons your organization must have a mobile-friendly website as you gear up for 2019.

Reason 1: Increased Mobile Visits

Now that Google labels websites that are optimized for mobile as “mobile-friendly” within its mobile search results, failing to have a mobile-friendly website can have a negative impact on your website’s click-through rate (CTR).

Think about it this way. If a user performs a search with their mobile device, and four of the top five results have a mobile-friendly designation, if all other parameters are equal, the mobile user will give preference to the four results that Google identifies as “mobile-friendly.” This results in a greatly reduced number of click-throughs for websites that haven’t been optimized for mobile while simultaneously stimulating the volume of click-throughs for websites that are.

Fortunately, Google provides a tool that allows website owners to test if their website is mobile-friendly. If a website passes this test, it will receive the mobile-friendly designation.

Reason 2: Higher Mobile Rankings

Google already penalizes websites in mobile search that are not mobile-friendly to ensure that websites that have been optimized for mobile devices rank higher. The world’s most widely used search engine is dedicated to improving the experience of surfing the internet, which is why mobile optimization is so highly coveted. Since 2014, mobile-friendly sites have been steadily increasing in ranking while others have been demoted to search engine results pages (SERPs) that rarely see human eyes.

Consider this quote from the Google blog post that announced the new “mobile-friendly” labels:

“We see these labels as a first step in helping mobile users to have a better mobile web experience. We are also experimenting with using the mobile-friendly criteria as a ranking signal.” This announcement was made in 2014. Four years later, Google’s dedication to mobile-friendly websites has been unwavering, and mobile optimization has become the foundation of a successful online presence.

Reason 3: Increased Revenue From Mobile

If increasing rankings and click-throughs to your website don’t provide enough incentive to invest in a  mobile-friendly website, hopefully, lost revenue is. Lacking a mobile-friendly website at a time when so many users are turning to mobile devices to find the products and services they need is essentially forfeiting customers over to your competition.

The bottom line is this: without a mobile-friendly website, your organization is already losing revenue. Consumers are becoming less and less willing to put up with poor user-experiences on their mobile devices. If your organization fails to adapt to changing expectations, you will fall by the wayside as your prospective customers seek out the path of least resistance to an improved user experience. Typically, this path will lead them straight to your competitors who have invested in a mobile-friendly website. If you want to continue growing your business in 2019, a mobile-friendly website is crucial to your ongoing success.

Conclusion

Ensure that your organization has a successful SEO strategy in 2019 with a mobile-friendly website. Your organization will benefit from more click-throughs, higher rankings, and most importantly, increased revenue.

Mobile phones possess nearly all of the functionalities of a desktop computer, so it comes as little surprise that more and more interactions are taking place on mobile devices. If your website isn’t optimized for mobile, you risk missing out the important micro-moments that drive potential customers into your marketing funnel. At Leverage Digital, our creatives work side-by-side with our web development team to craft award-winning websites that feature superior performance on displays of all sizes.

Ready to partner with an award-winning agency that delivers results? Let’s get started.

 

Optimizing Your Online Presence for a Seamless User Experience on All Devices

Brands often create content strategies that cater to specific devices and their expected user behavior. Does smartphone and tablet user behavior differ so much that unique content strategies have to be crafted around each device, or should brands provide content that caters to the user regardless of their device?

Seamless experiences are extremely important to users. When users can access your content from any device, you boost engagement and increase the probability of conversion. If your brand wants to stay competitive, you have to decide if you’re willing to invest in a cohesive user experience that encourages sales and prevents customers from leaving your site to interact with one of your competitors.

Mobile Users

Mobile users are typically on the go. They want information quickly so they can take immediate action. They’re generally interacting with their devices to find phone numbers, get directions, schedule appointments, find hours of operation, place orders, and so on.

Because on-the-go users expect quick information, we’re seeing a sharp rise in the number of dedicated mobile websites that present only essential information for smartphone users with high purchase intent. However, many users feel like these mobile-optimized sites don’t have enough information.

Is providing a stripped down version of your brand’s website really the best strategy? In reality, not all smartphone users are in a hurry, and many of them have the desire to digest more content if it’s readily available.

Therefore, brands must find a way to strike a balance that provides smartphone users with a positive user-experience without sacrificing content. In other words, brands should continue to prioritize pertinent, task-oriented content for on-the-go users with high purchase intent, while also making additional content available for the smartphone users that want it.

Tablet Users

Due to their larger screen size, tablets are preferred over smartphones for performing research and other activities like reading and watching videos. Despite only a few inches separating mobile displays and tablet displays, there is a sharp contrast between user behavior for tablets and mobile phones.

As a result, brands often serve the same content to tablets and desktops. A lack of content isn’t the issue, but issues do arise when brands rely on their desktop user-interface to capably serve users who are interacting with your brand via tablet.

Navigating a website designed for desktop on a tablet can be cumbersome. The optimal solution is for brands to provide the same content available to desktop users, but in a user-interface designed for tablets.

The purchase intent of tablet users also differs from mobile users since tablet users are more likely to utilize their device for researching products and services that may potentially result in a sale sometime in the future. So, although purchase intent may typically be lower for tablet users, tablets still play a fundamental role in facilitating the purchase process, particularly for products or services that require a high level of involvement from the user.

Example

Take for example someone looking to buy a new 60-inch television. Before making the purchase, the user probably researches different models, product specifications, and customer reviews. This research is most likely performed on a tablet or desktop in a home environment.

After the user narrows down their options, and goes to the store to physically see the models they’re interested in, they will most likely rely on their mobile device to recall that same information. This is a critical moment because the user-experience is disrupted when the mobile version of that store’s website is stripped down to the point where it is missing the information the user is attempting to find.

This can lead to the user referring to a competing website to find the information they’re looking for. If that competitor just so happens to also have better prices, the disruption in user-experience may ultimately result in a lost sale.

This is a perfect real-world example of why brands should provide their customers with a consistent experience across all devices. Failing to do so not only frustrates the customer and negatively impacts brand perception, but also disengages the customer, and gives them a reason to refer to your competitors.

Conclusion

Consumers expect to have access to the same content regardless of device. Meeting this expectation can result in better brand perception and increased sales, while failing to meet this expectation can result in stifled user engagement, limited sales, and diluted SERP rankings.

Our award-winning agency understands that providing a seamless user experience for your customers is integral to capitalizing on every visit to your website. Driving traffic to your website is important, but your ultimate goal is to convert those users into customers. We provide our clients with the online infrastructure to dominate the competition and the support to ensure that their customers’ experiences are unparalleled.

Ready to partner with an award-winning agency that delivers results? Let’s get started.