Sales Tip #2 - Get more visitors on your website

We started a series of sales tips for you as a letterpress studio in the old year and want to continue with these tips more frequently in 2012. Our last sales tip was about attending craft fairs. This time we want to talk about a much more technical and web oriented but nevertheless very important topic for you as the owner of a web page for your studio: Search Engine Optimization or in short SEO.


First of all, we want to concentrate on some very basic techniques that you or your web developer could easily implement. Take a look at the Google search example above (let's stick with Google as the leading search engine for now...). It shows the search result for "alcuin wayzgoose", a fair that we have added to our event calender and for which we rank no. 1 at Google. Currently, all Google search results consist of three parts:

  • The title of the web page (blue),
  • the URL of the page (green), and
  • a short abstract of the content of the page (black).

The good news is: You can influence all three parts to make them as attractive as possible for the Google user who is searching for something. The bad news is: If you don't do it, Google will pick default content of your page to create the output for the search result and that might cost you several visitors on your website. Let's start with the title as the most important part.

Every web page contains a so called title tag in the head of the page:

<head>
<title>Your page title</title>
</head>

This title tag is displayed in the title of your browser window. If your web page is about offering custom wedding invitations, the title tag should look something like "<title>We design your very own wedding invitation</title>". You should tell the user what the page is about and define specific title tags for each and every page. Engage your potential customer as much as possible and tell him or her "Hey, this is exactly the place I'm looking for!".

Best practice would be to brand every page with the name of your studio so you would get something like "<title>We design your very own wedding invitation | Your Studio Name</title>". Last but not least: Limit the title tag to 70 characters, Google will not display more than that and cut off the rest. In our example we clearly tell the Google user that the search result is exactly about the key words he or she is looking for and that this page is offered by weloveletterpress.

Wow, already a lot of information about the first part of a Google search result item. Why don't you take a moment to check search results where you show up and ask yourself: "Does the title actually match the content of that specific page?". If not, you may want to consider the thoughts above and talk to your web developer (if you are not the one ...).

Once you are done, continue with our Sales Tip #3 - Get more visitors with nice URLs.