onthemovemarketing

Where To Start With Digital Marketing

tristanevert97@gmail.com (Tristan Evert) — Thu, 06 Mar 2025 06:41:57 GMT

The modern-day customer expects more from businesses than ever before. It’s no longer enough to rely on word-of-mouth or a sticker on your car, with most successful businesses having invested in at least one form of digital marketing.

This blog post is your step-by-step guide on where to start with digital marketing - some of which you can do yourself and it won’t cost a penny!

1. Create A Social Media Page

Probably the most obvious item on the list, creating a social media page.

It’s a great place to start, doesn’t take long to set up and will allow you to show on social media platforms if someone searches for your business. I would recommend setting up both a Facebook and Instagram account as you can post on both of them at the same time using Meta Business Suite.

Don’t be discouraged in the early days when you have a small follower base and don’t get much traction with any of your posts - every new business goes through this.

Start banking photos of completed projects and ensure your profile is set up correctly and looks good. Have your phone number and email easily accessible and create highlights on Instagram so you can save stories.

Investing in a professional photoshoot and video is a great way to get the ball rolling, giving your profiles a professional look from day one. This content will also be useful when you eventually get a website up and running.

2. Claim Your Google Business Profile Listing

A Google Business Profile is potentially the most underrated digital marketing tool and I know businesses where all their leads come from their Google Business listing.

These are free to set up, don’t take long and all you need to do is follow the prompts. You may be required to verify your account via a text message code or a video, however it’s all in the prompts.

I recommend listing your business address and making it publicly visible as Google favours showing accounts with an address when someone is searching for specific services in their local area.

As soon as your Google Business Profile is live, start banking reviews! The more reviews you get the higher your profile will rank. It’s also a great way to build trust with new customers as it’s one of the first things people look at when investigating your business.

There is a button in the Google Business Profile that says ‘get more reviews’ and that will provide you with a link you can share to send someone directly to your review page.

Keep in mind that a customer will need to have a Google account and be logged in to leave a review - unfortunately, there is no way around this.

Tips For Getting More Google Reviews

When we work with businesses, we’ll create a QR code they can put on business cards, their work vehicles and email signatures that take customers directly to their Google Review page.

The easier you make leaving a review, the more people that will do it.

Another tip is to reply to all your Google reviews. This shows you take the time to read them and respond, which tells people you care about your customers and clients.

3. Invest In A Website

Every business needs a website. A good website not only adds a level of credibility to your business, but it brings in leads and helps you get new customers.

Your website should be a digital representation of your business and showcase your services, photos, projects etc.

We recently built a website for a roofing company and they told us they lost a massive commercial roofing job because they didn’t have a website with reviews and their competitor did.

Since getting their new website live, they’ve landed several new jobs and now show up for search terms in their local area.

Without a website, you might be losing jobs without even knowing it.

What Should My Website Include?

A good website should have - at the very least - a home page, about us page, services page and contact page.

Across these pages, a customer should be able to find all the information they need to make a decision. This includes Google Reviews, photos of projects and the team, information about the business owner and their experience and information outlining the services offered.

It should also be SEO optimised, and I recommend only using a web designer who also has expertise with SEO. This will lay the foundations for the long-term success of your website.

When choosing a web designer, look at their portfolio and reviews. One of the most important elements of a website is the content, so working with a good website copywriter will also be beneficial.

If you’d like to see a few examples of websites that include everything required to get a customer over the line, check out our portfolio page.

We have built websites for clients that bring in around 30 jobs a month, every month, without spending any money on Paid Ads. This is the power of a well-built and SEO-optimised website.

4. SEO

SEO is optimising a website to get it to the top of Google so it gets more traffic and ultimately conversions. It’s often referred to as a long-term strategy as it can take quite some time before your website hits the top few spots in the search engine.

SEO is a great investment because the results are evergreen - once you get to the top few spots on Google you generally stay there and the leads should keep flowing through.

As with paid ads, once you turn them off and stop paying for them, the leads stop and your business goes quiet.

One of the most important parts of an SEO strategy is the content on your website and the layout in terms of how easy it is for Google and a customer to navigate.

When working with an SEO agency, the main metrics worth understanding are keyword positions and conversions.

SEO can seem overwhelming and some people will try and pull the wool over your eyes with confusing statistics about clicks and impressions, however all you need to focus on is:

Keywords - Where does my website show up on Google and are my keyword positions improving?

Conversions - Is my website bringing in leads, whether by phone calls, emails or form enquiries?

At the end of the day, the goal with digital marketing is for you to get a return on investment and the only metric that relates to that is leads and booked jobs.

5. Paid Ads

Paid ads can skyrocket your business and put you in front of new audiences in new locations. It’s one of the quickest and most powerful ways to scale a business, however it can be expensive and take some time before it starts to generate leads.

Meta Ads

Meta Ads are a great way to generate exposure and leads for your business, however the space is competitive so it can be challenging to stand out.

Pay a professional videographer to create a video and photos you can use for your ads - as the creative is the most important part of running meta ads.

Test a few variations of different ads, for example, photos of a finished project, video testimonials, a project video or a static image ad with an offer. There’s plenty of options when it comes to ad creatives and it’s a bit of a test process until you find a creative that drives results for you.

Once you find that creative, double down on it and put more money into that specific ad or campaign.

With Meta Ads, you pick your monthly budget and that gets spent across the various ads you are running.

Google Ads

Another form of paid advertising, Google Ads can be a great way to grow your business.

What I like about Google Ads is that people only see your ads when they search for terms related to your services. For example, I would only see an ad for a website copywriter if I Googled website copywriter.

This means as an advertiser, you’re already halfway there as the person seeing your ad is already interested.

With Google, you only pay per click, which means you only pay when someone views your ad.

You have a lot of control with Google Ads to where and what search term your ad shows up for and if you know your audience well, you can have great success with these ad campaigns.

Conclusion

Regardless of what stage your business is in, digital marketing plays an important role in your growth and overall success.

If you follow the above tips for getting started in digital marketing, you’ll be able to grow your business, increase your revenue and enjoy being a business owner.

If you need help with any of the above, get in touch with On The Move Marketing.

How To Write Content For A Website: A Page-By-Page Breakdown

tristanevert97@gmail.com (Tristan Evert) — Wed, 08 Jan 2025 23:59:20 GMT

Whether you’re building a new website or updating an existing one, this blog post will help you understand what content to include on each page of a website.

From an informative home page to a sales-focused landing page, we’ll explore the key points you should include on each website page.

The Different Pages on a Website

Service-Based Businesses

Home Page

Focus Of The Page

The focus of the home page is to introduce the business, provide an overview of the services and showcase the unique selling points. A potential customer should be able to visit the website and find a basic overview of everything on the homepage.

What To Include

As it’s the first page someone will typically view on a website, this page must include the most important information such as:

Testimonials/Google reviews
Photos of finished projects
Photos of the team/business owners
A brief overview of the business
A brief overview of the services
Content highlighting the problems customers face and how the business can fix them
The process of working together
Reasons to choose the business

About Page

Focus Of The Page

A well-thought-out about page should go deep into the story of the business. Focus on the story of how and why the business was started and the people involved. Potential customers like to see photos of the people behind the business as it builds trust. Try to avoid repeating content from the home page such as the services and focus on the brand story.

What To Include

Getting the content on the about page right will help build credibility, trust and connection with customers. Here are a few points worth including:

The year the business was established: If the business has been operating for a long time, highlight that.

The business owner/owners: Who are they, what are they passionate about, what is their expertise?

Photos: Include photos of the business owners/directors and the team.

Brand story: Tell potential customers how and why the business was established.

Brand ethos: Tell customers about the values the business stands for.

Community Involvement: Include information about the business's sponsorships or partnerships with community/charity organisations.

Service Page

Focus Of The Page

Service pages are one of the most important pages on a website as they provide more in-depth information about a specific service and provide an additional opportunity to rank keywords on Google.

It’s important to ensure every service page is unique and only focuses on one service. Combining multiple services on the same page can confuse Google if the services are not closely related.

What To Include

At a minimum, a service page should include the following information:

An overview of the service
The process of the service being delivered
The benefits of the service
Photos of the service before, during and after

You may also include testimonials from previous customers who have used the service.

Landing Page

Focus Of The Page

Landing pages are typically set up for Meta or Google ads as a sales page that a customer lands on after clicking on an ad. They contain highly specific information targeting at selling a service. The content is generally written with a sales goal in mind.

What To Include

A landing page should highlight the features and benefits of the service being advertised. A few key points to include:

Key Features: Highlight the key features of the service

Benefits: Highlight the benefits of using the service

Testimonials: Feedback from previous customers

Results: What the service has achieved for previous customers

Photos/videos: High-quality photos of finished projects

Enquiry Form: An easy-to-use contact form

Contact Information: Include a contact phone number, email address & business address/locations

Location Page

Focus Of The Page

Location pages are typically used as an SEO tactic to rank the business for multiple locations. This works best for businesses with multiple locations (stores) rather than businesses that service multiple locations. A location page should highlight the location the business services or is based in.

You can set up location pages for multiple services, however services in smaller areas won’t have much search volume and therefore it’s best to only use location pages for key services.

Ensure the content and images on each location page are unique to avoid any cannibalisation issues.

What To Include

Location Pages should include as much localised content as possible, including:

Prominent Locations: This can include street names, landmarks, parks etc. This helps Google recognise the location intent of the page.

Photos: Include photos from projects undertaken in the specific location.

Enquiry Form: Include an easy-to-use contact form for customers to get in touch.

Contact Information: Include a contact phone number, email address & business address/locations

Content: Include written content about the business and services offered in the location.

Gallery/Project Page

Focus Of The Page

A gallery/project page is a great way to showcase the high-quality work on offer.

What To Include

Include the best images and videos of work both before, during and after a project was completed. While this page is focused on showcasing images and videos, it can help to include a small 25-50-word introduction to accompany the images.

For example: “Check out our recent projects. From decks to luxury homes, see for yourself our high-quality workmanship.”

Blog Page

Focus Of The Page

Blogs are one of the most underrated aspects of a website. They not only provide invaluable information for potential customers but also help feed the Google algorithm and rank your website higher.

If you consistently write high-quality blog posts that are unique, keywords related to the blog post will increase in rankings.

Ensure you internally link from the blog post to the relevant service page to maximise the impact it has on the overall website.

What To Include

A well-structured blog post should include one H1 and a mix of H2 and H3 tags. Aim for at least 1000 words of content and conduct competitor research to determine if the blog post needs to be longer. It can help to use AI to produce the content, however ensure it’s edited to a high standard.

Include a call to action at the end of the blog post telling readers to get in touch for assistance.

Blog topics can be anything from how-to guides to exploring the benefits of a particular service.

Contact Page

Focus Of The Page

The focus of the contact page is straightforward - to get potential customers to contact you. Whether you want phone calls, emails or form enquiries, this is the page to provide all your contact details.

What To Include

A contact page should include a brief section of content telling potential customers what to do. It can include an enquiry form, address/map, contact details and potentially a photo.

E-Commerce Website Pages

Category Pages

Focus Of The Page

A category page is designed to group relevant products into categories for SEO purposes. By grouping products together on a page, you have a stronger chance of ranking keywords and customers finding your website.

An example of a category page would be when a jewellery website has a specific page for pearl rings . Optimising a page for the keyword diamond rings gives you a better chance of ranking for keywords with high search volume.

What To Include

A category page should include the following information:

The key products from that category
High-quality product images
Informational content about the category (where do the opals come from etc)

Product Pages

Focus Of The Page

The purpose of a product page is to showcase a specific product. The goal of this page is to convert a website visitor into a customer so it’s crucial to include high-converting content and images.

What To Include

A product page should include high-quality images or videos of the product, a brief content description about the features/benefits of the product and testimonials from other customers.

It must also have a clear buy now button to make purchasing as simple as possible

Shop Pages

Focus Of The Page

A shop page is your online storefront. Website visitors should be able to explore all your products and use filters to locate products efficiently.

If this page isn’t easy to use, potential customers will quickly leave the website.

What To Include

A shop page should include:

All the products
Product filters for easy navigation
It can include a brief piece of content (25-50 words)

Conclusion

There’s a lot that goes into building a website and even more to get it ranking highly on Google.

From website copywriting to designing pages, if you follow the information in this blog post, you’ll create a high-converting website that Google loves.

For professional assistance bringing your website to life, get in touch with On The Move Marketing.

What Is Internal Linking & Do I Need It On My Website?

tristanevert97@gmail.com (Tristan Evert) — Tue, 31 Dec 2024 05:01:22 GMT

There’s a never-ending list of factors that influence a website’s overall position on Google and in this blog post we’ll explore internal linking.

What Is Internal Linking?

Internal linking is hyperlinking a word or several words - also known as anchor text - that redirects a website user to another page on your website.

It’s a great way to help Google crawlers index all of your pages, it allows users to navigate your website easily and allows the benefits of a high-ranking page to flow through to other relevant, or internally linked pages.

Here's an example below (the highlighted green text):

Examples Of Good Internal Links

Internal links come in a few varieties, including content links, navigation links, image links and button links, however in essence they are all doing the same thing - directing traffic to a new page.

The most important aspect is ensuring the anchor text is relevant, and the link is going to a page that is closely related to the original page.

For example, if you’re an electrician who installs solar panels, you might internally link from your electrician page to your solar panels page.

Examples Of Bad Internal Links

It’s best to avoid linking to pages that are not closely related to the original page as it might result in someone leaving your website as the information is no longer relevant.

Avoid anchor text that doesn’t describe the page the link is directed to.

Using the electrician example again, if someone landed on my smoke alarms page, it wouldn’t make sense to use an internal link to send them to a page about solar as they are interested in smoke alarms.

Does Internal Linking Help With SEO

While it’s not a direct ranking factor according to Google, it definitely helps with user experience, which does impact ranking.

It also helps with crawl efficiency and directing traffic around your website.

It’s best practice to include internal linking as part of your website processes.

How Many Internal Links Should I Include?

There’s no real hard and fast answer for this one but we recommend trying to keep internal linking as natural as possible and avoiding linking to a page more than once per page.

By natural, we mean don’t just jam in words for the sake of internal links. Try and filter them naturally where possible.

For example: At On The Move Marketing, we provide web design and SEO services . These keywords sit naturally within the content and provide a great opportunity for internal linking.

Conclusion

Internal linking is a great habit to get into and after you’ve been doing it for a while it becomes natural in your writing.

You’ll start to include other relevant services/pages without even thinking about it, which is the perfect opportunity for an internal link.

From helping with site navigation to allowing Google to crawl your entire website quicker, internal linking is a must for anyone looking to climb the rankings for their website.

How To Do Keyword Research For Your Website

tristanevert97@gmail.com (Tristan Evert) — Sun, 22 Dec 2024 06:47:11 GMT

Keywords are the backbone of both websites and Google Ad campaigns and they dictate who your business lands in front of in the online world.

In this blog post, we’ll explore the fundamentals of keyword research, how it ties in with a website and the importance of choosing the right keywords.

What Is Keyword Research?

Keyword research refers to the process of researching data around keyword search volume, difficulty and intent.

By gathering this data and better understanding what people are searching for on Google, you can build your website in a specific way so that Google places you in front of the right customers.

There are several tools to help with this process, including Ahrefs, SEMrush, SEranking, Google Keyword Planner and plenty more.

What Is Keyword Difficulty?

Keyword difficulty is one of the most important metrics when conducting keyword research. It is a score given to the keyword based on how difficult it is to rank on page 1 of Google for that search term. It ranges from 0 - 100 with 0 being the easiest to rank for.

Typically, anything under 20 is worth going after as it’s not too competitive, however once you start hitting 30+ for keyword difficulty it can be very challenging to hit those top few spots on Google.

Generally higher search difficulty is a result of higher search volume as more people are targeting that keyword because more customers are typing it into Google.

What Is Keyword Search Volume?

Keyword search volume is how many people are searching for a specific keyword (generally measured monthly). The higher the search volume the more people looking for that specific product or service.

In an ideal world you want to choose keywords with high search volume but low search difficulty, however this isn’t always possible.

Try and choose a keyword that balances decent search volume with a keyword difficulty that you believe you can rank for.

What Is Keyword Search Intent?

Keyword search intent deals with the intent behind the Google search and what stage of the journey is a potential customer at. These are split into four categories:

Informational

A potential customer is in the research phase and is just looking for information. This could be blog posts and articles like how to choose a roof restoration company.

Navigational
Users are looking for a specific website or page. Searches often include brand or domain names.

Transactional
Users are ready to purchase a product or service. Queries often include terms like "buy," "order," or "coupon".

Commercial
Users are comparing products or services to make a purchase decision. Queries often include terms like "best," "top," or "reviews".

Understanding the intent of a keyword is crucial because it will impact how likely the page on your website is going to convert.

If the keyword intent is informational then write blog content that answers the search as to where transaction keywords it’s important to make the checkout/enquiry process as simple as possible.

How Do You Do Keyword Research?

The actual keyword research process is pretty straightforward, however it all comes down to your understanding of the keywords and which ones you decide to use. Below is a breakdown of how to approach keyword research:

Step 1: Get Familiar With A Keyword Research Tool

Whether you like Ahrefs or SERanking, you’ll need some sort of keyword research.

Step 2: Brainstorm Keyword Ideas

Write a comprehensive list of all the different keywords, services and products relevant to the topic you are researching.

Step 3: Keyword Research

Punch all of those keywords into your research tool and collect all the relevant and similar keywords into a list.

You can also put your competitor’s websites into the tool and see what keywords they are ranking for.

Step 4: Export Keyword Data

Once you think you’ve put every possible keyword into the tool and collected all the relevant data, export the information. It can help to split into categories.

Step 5: Insert Data Into A Filterable Spreadsheet

Put the data into a spreadsheet with columns for:

Keyword
Category
Search Volume
Difficulty
Intent

Now create filters to toggle each column to help you sort through information.

I also like to colour-code the search volume and difficulty so I have a visual of everything.

Step 6: Choose The Keywords

After analysing all of the data, choose the most relevant keywords.

How To Choose The Right Keywords

This is the most important part of the keyword research as the keywords you choose are ultimately where your website or Google Ads will show up.

If you choose keywords with the wrong intent you won’t get the result you’re after and if you choose keywords that are not relevant you won’t show up in the right place.

When it comes to choosing keywords, try and find the most relevant keyword with the highest search volume, lowest competition and right search intent.

Relevancy is most important so ensure the main keyword you choose is as close as possible to the service or product on offer.

You can also do a quick Google search, putting in that keyword to see what results come up. This will tell you exactly what is relevant for that specific keyword and what Google is showing to someone searching for that keyword.

If the results are the same as what you’re trying to rank for then choose those keywords. If the SERP results are different, then that’s a sign that maybe the intent behind the keyword is different or Google’s understanding of it is different.

How Does Keyword Research Impact The Website Copywriting Process?

Keyword research and website copywriting go hand-in-hand. Whether you do the keyword research yourself or a client provides you with keywords, knowing how to naturally wave keywords into your content and ensure they’re in all the right places is the secret to a website that ranks well.

Having keywords locked in before moving forward with a website build or writing copy for an ads campaign will allow you to tailor the content to include information that’s relevant to that keyword.

By knowing the keyword/focus of each page before writing, you can research everything you need to know about a product or service and then frame the content accordingly.

It’s important to only use keywords where relevant and still make producing high-quality and helpful content that will resonate with customers the number 1 priority.

What Is Keyword Stuffing?

Keyword stuffing refers to including too many keywords or a keyword too many times that Google actually dislikes a page or piece of content.

How To Avoid Keyword Stuffing

As a copywriter, it won’t be hard to identify if you’ve used a keyword too much. Just read back through your content and if it sounds unnatural or reads like you’ve deliberately tried to use the same keyword over and over, remove a few mentions until it flows well again.

Local Keywords

Local keywords are keywords that have a local search intent. This is typically someone searching for a specific service or product in their local area. Targeting these keywords can be great for businesses that provide services in a specific area, for example, roof restorations Gold Coast or electrician Gold Coast .

How Many Keywords Should You Target Per Page?

You can group keywords into buckets based on relevancy. For example, if I were building a website for a roof restoration company and we had a page for roof restorations, I could also group roof painting and roof repairs under that page because they are both part of the overall restoration process.

However, having a roof restoration page and also trying to rank it for patios and pergolas wouldn’t work.

It’s best to have one main keyword per page, and then secondary or other relevant keywords included as you make your way down the page.

Conclusion

Whether you’re new to keyword research or you’re a seasoned pro, the main takeaway from this blog post should be to understand the intent behind the keywords you choose.

If you’re looking to get more leads through your website then go after transactional keywords you think you have a good chance of ranking for.

Try to find the highest volume, lowest difficulty, intent and most relevant to your offerings.

If you need help with keyword research, website copywriting or SEO , contact On The Move Marketing.

How To Become A Website Copywriter

tristanevert97@gmail.com (Tristan Evert) — Thu, 12 Dec 2024 23:23:00 GMT

While it may seem like a bad time to launch a career in copywriting with the rise of AI tools, there’s still plenty of money to be made in website copywriting .

Whether you’re about to take the leap and start freelancing or looking for information to help you get started as a copywriter, this blog covers everything you need to know.

Get Qualified Or Experienced In Website Copywriting

In the website copywriting world, qualification is not a requirement; however, having a degree or diploma in writing, communications, journalism or marketing is favoured and will help you land your first gig.

It’s still possible to make a long career in copywriting without any qualifications; I’ve worked with super talented writers who climbed the ranks by sinking their teeth into projects.

Either way, the more experience you can bring to the table and the better your portfolio, the more likely you will secure work.

In the early stages of becoming a website copywriter, take on any projects you can, and try to build that portfolio and gain experience - it’s also a great way to network and start to build industry connections.

The Study Route To Becoming A Website Copywriter

There’s several courses or degrees you can take to eventually end up in website copywriting. I started out in journalism, moved into marketing and copywriting and eventually into website copywriting.

Any area of writing - whether that’s creative, news or email marketing - will help hone your skills to become an overall better writer.

A few options to become qualified as a copywriter include:

Journalism
Marketing
Communications
HR
Creative Writing
SEO

Getting A Job As A Website Copywriter

Landing your first job is always challenging, regardless of the industry. While I hate recommending working for free, it can be a good way to get your foot in the door and build a portfolio before going for your first job. Look for internships or project work you can take on for businesses that will help you get content published. If everything goes well, ensure you ask for a recommendation or a letter of support, as this can help with your job applications.

When you secure an interview, tailor your portfolio of work to suit the business/job you will be doing and show your best examples of work relevant to the position you are applying for.

Don’t be disheartened if you don’t get hired after your first few interviews - it takes time and you build experience as you attend more and more interviews.

The Freelancing Route To Website Copywriting

Freelance website copywriting can be a highly rewarding experience and a great opportunity to take on work from a wide range of niches. However, it throws up its fair share of challenges.

Moving from a job into freelancing can be a great path to follow as you will already have an established portfolio and know a bit about how the industry works. You will have to work hard to find clients and negotiating pricing takes a bit of time to get good at.

It’s important when you’re starting out in the freelancing world to try and package up your services, lock in pricing for the various services you offer and avoid customising quotes for every new project.

Find a niche you like writing about and only go after those clients. For me, it’s trade businesses, as I have extensive experience writing website copy for almost any type of trade.

This means when I am on the phone during sales calls, I speak their language and know exactly what they need - which also means I can tailor a package for their requirements I can use time and time again.

How To Get Website Copywriting Clients

When it comes to finding your first clients, there are a few options:

Instagram DMs

Message businesses on Instagram you think you can help or would like to work with.

Email outreach

Send emails to businesses in your niche and include examples of your work.

Cold calling

Pick up the phone and ring businesses in your area to see if they need any assistance with copywriting, email marketing, social media captions etc.

Family & friends

A great place to start is with your family and friends. Reach out and see if anyone knows anyone that needs help.

Facebook groups

Keep an eye on community groups as businesses often reach out asking for help.

Use AI In Website Copywriting

If you don’t use AI in your workflows, you’ll get left in the dust. Work out how to leverage various tools to speed up your processes and scale your operation. It’s crucial to fact-check and edit everything AI produces, ensuring anything you put out is the same quality as something you would write. At the end of the day, it’s still going to have your name on it.

Be honest with clients about the use of AI if required. I recently had a sales call with a client who needed website content and he asked if I use ChatGPT. I said yes I lean on ChatGPT to help speed things up but everything is edited by me to ensure it’s still of the highest standards. The client was fine with this and we made a deal and ended up working together.

Practice Your Website Copywriting Skills

Nothing beats practice. The more time you spend writing website content, the better you’ll get and the quicker you become. While freelancing is the goal for a lot of website copywriters, getting a job can be a great place to start because the company will have plenty of work across a range of industries.

They also provide training and generally have a team of experts you can lean on for advice. When all you have to focus on is the writing, you will hone your skills quicker then when you’re chasing invoices, handling clients and managing the day-to-day of a freelancing business.

Develop Website Copywriting Frameworks

Try and develop repeatable frameworks you can use on majority of the websites you are writing content for. Create a structure that presents the information in the most efficient way possible that you can repeat across different niches.

Learn SEO best practices and mix those into your content to help with search performance. Having a repeatable process for producing website copy will help you scale your business without the quality of your work dropping.

Improve Your Website Copywriting Efficiency

Whether you’re working at your first job or are a seasoned freelancer, you should continually look for ways to produce your work quicker. Try to identify areas of your writing that may be lagging or you always struggle with and then focus on improving those.

From implementing AI to creating repeatable processes, never stop honing your craft.

Different Types of Website Content

As a website copywriter you may be required to produce various forms of content and having the skills to do so will help you in the long run. These include:

Emails

Email marketing campaigns to help boost sales and get new clients.

Website Copy

Content for websites. This could be a home page, about page, service pages etc.

Blog Articles

Blog articles are a great way to reach new audiences and help strengthen the website's authority.

Google Business Profiles

You may write business descriptions for Google Business Profiles, as well as What’s New posts.

Reviewing Content

You may also be required to proofread other people's work or review a client's website copy they wrote themselves.

Conclusion

If you’re looking to move into the world of website copywriting, the information in this blog post will help you get there.

From landing your first job to making it as a freelancer, website copywriting is a great way to create an income that gives you the freedom to work from anywhere.

If you need help with anything related to website copywriting , get in touch with On The Move Marketing.

What Does A Copywriter Do?

tristanevert97@gmail.com (Tristan Evert) — Mon, 18 Nov 2024 00:33:51 GMT

What Does A Copywriter Do?

From writing website content to crafting copy for social media ads, copywriters play a crucial role in the online visibility of businesses.

In this guide, we’ll take a look at a few of the key roles copywriters play in modern digital marketing.

1. Website Content

A website is often the first impression a business makes on its audience, and copywriters ensure it’s a good one. They write clear, engaging and persuasive content tailored to each section of a website. Key responsibilities include:

Homepage Content : Capturing attention with concise messaging that highlights what a business does and its unique value.
Service Pages : Describing services in detail while emphasising benefits and addressing customer pain points. These pages also provide additional opportunities to rank keywords.
About Pages : Sharing the brand story in a way that connects emotionally with the audience.
Calls to Action (CTAs) : Strategically encouraging users to take desired actions, like booking a consultation or making a purchase.

Great website copy is a blend of creativity, user-centric language and optimisation for search engines.

2. Blogs

Copywriters often produce blog content that informs, entertains and engages. Blogs are essential for businesses looking to improve their online presence and connect with their audience. Blogs are a great way to reach new audiences, increase website traffic and help boost keyword rankings. Tasks include:

Topic Research : Identifying trends, audience questions and keywords.
Writing SEO-Optimised Content : Incorporating keywords naturally to improve search engine rankings.
Educational and Evergreen Content : Writing articles that answer common questions or provide long-term value.
Driving Conversions : Including subtle CTAs to guide readers towards other parts of the website.

A well-written blog establishes a business as an industry leader and keeps audiences coming back for more.

3. Email Marketing

Emails are one of the most direct ways to communicate with potential and existing customers. Copywriters can create email content that drives actions, such as:

Welcome Emails : Engaging new subscribers with a strong first impression.
Promotional Campaigns : Highlighting sales, discounts, or product launches.
Newsletters : Keeping subscribers updated with valuable content and news.
Drip Campaigns : Writing automated email sequences that nurture leads over time.

Copywriters balance concise messaging with persuasive language to ensure emails are opened, read, and acted upon.

4. SEO

Search Engine Optimisation (SEO) is a crucial skill for modern copywriters. Their work often includes:

Keyword Research : Identifying the right terms to target for maximum reach.
Meta Descriptions and Titles : Writing click-worthy snippets that improve search visibility.
Content Structuring : Using headings, subheadings, and bullet points to make content readable and optimised for search engines.
Internal Linking : Encouraging readers to explore more of the website by linking related content.

SEO copywriting ensures content not only reads well but also ranks well.

5. PDFs, Presentations, and Long-Form Documents

Copywriters also create content for materials that support sales, marketing and internal communications. Examples include:

White Papers and Case Studies : Explaining complex topics in an authoritative yet accessible tone.
E-books : Offering in-depth insights to generate leads or educate audiences.
Presentations : Writing impactful slides for sales pitches or corporate updates.
Brochures and Flyers : Highlighting key offerings with succinct, visually appealing text.

These documents help businesses build credibility and provide valuable resources to their audiences.

6. Social Media

Some copywriters also offer social media management as part of their service offerings. Their tasks include:

Creating Captions : Writing posts that spark engagement and share the brand's voice.
Planning Campaigns : Coordinating messaging across platforms to ensure consistency.
Hashtag Strategy : Using trending and relevant hashtags to increase visibility.

Social media requires brevity, creativity and adaptability to each platform’s unique audience and style.

7. Advertising Copy

Copywriters are also the driving force behind advertising campaigns. They craft persuasive content for:

Google Ads : Writing concise and clickable headlines and descriptions.
Social Media Ads : Creating copy that stops the scroll and drives clicks.
Traditional Ads : Writing taglines, slogans and print ad content.

Their goal is to maximise the return on investment by delivering highly targeted and compelling messaging.

8. Content Strategy

Many copywriters go beyond writing and contribute to the overall content strategy. This includes:

Audience Analysis : Understanding the target market’s needs and preferences.
Competitor Research : Identifying gaps and opportunities in the market.
Content Planning : Creating editorial calendars to ensure consistent output.

A copywriter who understands strategy adds immense value to any business.

Why Use a Copywriter?

Hiring a copywriter ensures your content is professional, engaging, and tailored to your audience. Copywriters are skilled in creating persuasive messaging that drives conversions, enhances brand reputation, and improves SEO rankings. Whether you need website content, blog posts, social media captions, or marketing materials, a copywriter can craft words that resonate with your target audience and align with your business goals.

Their expertise saves you time and ensures consistency across all communication channels. Investing in a copywriter is investing in high-quality content that boosts your business's success and visibility.

How to Become a Copywriter

Becoming a copywriter involves a mix of education, skill-building, and hands-on experience. Start by studying fields like marketing, communications, or journalism to understand the principles of effective writing and audience engagement. Practice writing across different mediums, such as blogs, websites, and ads.

Create a portfolio showcasing your best work to attract potential clients or employers. Gaining practical experience through internships, freelance projects, or entry-level roles is key to refining your craft. Networking and staying updated on industry trends will help you grow. Over time, you'll develop the expertise and confidence to succeed as a professional copywriter.

Conclusion

Copywriters are versatile professionals who craft engaging, targeted content to boost a business’s visibility and success. From website content to blogs, emails and SEO, their work drives traffic, builds brand authority, and converts readers into customers.

If you need help with copywriting , get in touch with On The Move Marketing.

How Much Does Website Copywriting Cost?

tristanevert97@gmail.com (Tristan Evert) — Thu, 07 Nov 2024 23:17:32 GMT

As a website copywriter , pricing can be one of the toughest elements of the job, as the price of a project is typically the make or break for a potential client. If the price is too high they walk away and if it’s too low you don’t make any money.

In this blog post, we’ll provide a range of information to help you nail your next website copywriting quote.

How Much Does Website Copywriting Cost?

Website copywriting costs vary widely depending on the scope, industry and specific requirements of the project. A simple five-page website with basic content will cost less than a site requiring extensive keyword research, SEO optimisation and content for multiple page types.

Here’s a rough guide for structuring your prices based on website size and additional SEO services:

5-page website : Expect to charge around $1,500+
10-page website : Prices can start at $2,000+
15-page website : Budget for $2,500+

For additional SEO and research services:

Keyword research : $1,500+
SEO strategy : $1,500+
Ongoing SEO : $500 to $2,000 per month

Each of these rates serves as a starting point and can be adjusted based on the project’s demands and the value provided.

What Is Website Copywriting?

Website copywriting involves writing content for a website to engage visitors, convey a brand message and guide users toward specific actions, such as making a purchase or contacting the business.

Unlike other types of writing, website copywriting requires a deep understanding of the client’s target audience, brand voic, and SEO practices to ensure visibility in search engines.

A skilled website copywriter tailors the tone, messaging and calls to action based on the client’s goals and industry, creating copy that is both persuasive and optimised for search engines.

Different Elements of a Website

When determining your prices, it’s important to consider the types of pages involved, as each type serves a distinct purpose and may require varying levels of detail and research:

Homepage : This sets the brand’s first impression and provides an overview, often guiding users to other important pages on the site. The homepage generally requires a succinct yet impactful message to convey what the brand is about.

About Page : This page builds trust by explaining the company’s mission, values and story, often including a personal touch that resonates with visitors. This page needs to be compelling and authentic, reflecting the brand’s core identity.

Service or Product Pages : Product and service pages should highlight the benefits, features and unique selling points of the offerings. Product pages, in particular, may require detailed descriptions, specifications and persuasive language to drive conversions, especially in competitive industries.

Category Pages : Common in eCommerce, category pages organise products or services into sections, often optimised for SEO with keywords to attract search engine traffic. Category pages serve as a bridge, helping users find products within specific categories and aiding in navigation.

Location Pages : For businesses with multiple locations, location pages are critical for local SEO and targeting customers in specific areas. These pages often include unique descriptions of services provided at each location, key local information, and optimised local keywords.

Contact Page : This page is simple yet essential, providing ways for customers to get in touch and ask questions. It may also include FAQs to answer common inquiries.

Each of these pages requires a different approach, and pricing may vary depending on the page type, length and level of detail required.

How to Price Website Copywriting

Here are a few of the key elements to consider when putting together a quote for a potential client:

How Many Pages Of Content Are You Writing?

The number of pages will be a significant factor in your pricing, as each page requires its own research, planning, writing and potentially revisions. Smaller sites may only need a few pages, while larger websites could need 10, 15 or even more.

What’s The Required Word Count?

Once you understand the number of pages, estimate the word count needed for each. Some pages, such as product pages, may need shorter, targeted content, while others, like the homepage or About page, may require more comprehensive descriptions. The required word count can impact the time and detail needed for each page, affecting the overall price.

Is It YMYL?

YMYL (Your Money or Your Life) content refers to pages that can impact a person’s health, finances or safety, such as legal, financial or health-related sites. YMYL content generally requires a higher word count, in-depth research and accuracy, as these pages are held to higher standards. Since writing YMYL content demands a higher level of expertise, you may want to increase your pricing accordingly.

Check Market Rates

It can help to check freelance platforms like Fivver and Upwork to see what other people in the industry are charging. You can also check other websites that rank high on Google, as they are typically industry leaders.

Pricing Keyword Research

For SEO-focused websites, keyword research is crucial in improving search engine rankings. If a client requires keyword research, this will usually warrant an additional charge, as it involves analysing the market, identifying valuable keywords and incorporating them into the copy.

Typically, pricing for keyword research starts at around $1,000 and may increase depending on the complexity of the industry and competition. Keyword research is an investment that enhances a website’s SEO potential and clients who value long-term visibility will likely appreciate its importance.

Pricing SEO Services

SEO services can range from basic optimisation to advanced strategies that require ongoing work. Discuss with the client whether they need:

SEO Strategy

If the client requires a foundational SEO strategy, this might include competitor research and on-page recommendations. This service typically starts at around $1,500 , providing a roadmap for initial SEO efforts that will benefit the site over time.

Ongoing SEO Work

SEO isn’t a one-off task, and ongoing SEO work can significantly impact a site’s success. Monthly services, like keyword tracking, content optimisation and adapting to algorithm updates, typically range between $500 and $2,000 per month based on the client’s industry and competition level.

Experience Of The Copywriter

The copywriter’s experience is another key factor in pricing. Experienced copywriters with proven success and a portfolio of SEO-optimised websites typically charge higher rates than those new to the industry.

Advanced expertise in SEO, understanding of conversion tactics and knowledge of specific industries can increase the quality of website copy, which many clients are willing to pay for.

When discussing your background with clients, highlighting past achievements, client testimonials or any industry-specific knowledge can justify higher rates, especially for specialised websites like legal, medical or finance-related projects.

Every Project Has Unique Requirements

While these pricing guidelines can help set expectations, each project is unique. Before providing a final quote, discuss with the client:

The project goals and target audience to align the content with their needs.
The tone and style that the client prefers to ensure the copy resonates with their audience.
The project’s specific SEO and keyword needs to establish any additional services that might be required.

Conclusion

Pricing website copywriting requires an understanding of various elements, from the page types involved to SEO and YMYL requirements. By structuring your pricing based on page count, word count, keyword research and SEO, you can create a pricing structure that reflects the true value of your work.

Clients appreciate transparency, so it’s best to provide a clear breakdown of what’s included in each service, especially for complex projects. If you need help with website copywriting , get in touch with On The Move Marketing on the Gold Coast.

Do I Need A Blog For My Small Business

tristanevert97@gmail.com (Tristan Evert) — Mon, 04 Nov 2024 05:36:50 GMT

Starting a blog for your small business may feel like an added task, but it can be one of the most effective tools for increasing visibility, driving search traffic and boosting conversions.

In this guide, we’ll walk you through why a blog matters, how to ensure your blog stands out from competitors and actionable tips for creating engaging content. So let's get started - does your small business really need a blog?

Why Blogging Matters for Small Businesses

Blogs have a unique ability to connect you with your audience, answer their questions and showcase your expertise. With high-quality, relevant content, you can rank higher on search engines, drive organic traffic and build trust with potential clients. Blogs act as a tool for lead generation, giving readers helpful insights and encouraging them to connect with your business.

Blog Success Stories

At On The Move Marketing, we’ve written hundreds of blogs and here are a couple of success stories:

LGM Landscaping

We created a blog post that in the past 12 months has received 2166 clicks and 28 conversions.

We also created a blog post for Desert Gateway Dirt Bike Tours that received 1144 clicks in the past 12 months and helped them rank #1 for dirt bike hire Sunshine Coast.

The SEO Advantage

When you publish blogs with keywords your audience searches for, it improves your chances of appearing in Google’s search results. Regular, well-optimised posts can steadily grow your organic search traffic, which can translate into more visitors, leads and ultimately, customers.

Blog Writing Tips: Competitor Research

To make your blog a standout resource, you’ll need to create content that’s better than what’s already out there. Start by researching your competitors' blogs to see what’s working for them and where you can improve.

Check the Top 5 Ranking Blogs – Enter your blog title (e.g., “Do I Need a Blog for My Small Business?”) into Google and see which posts are ranking in the top 5 positions. Read through them carefully, noting what they’re doing well, such as layout, visuals, and the types of headings used.
Identify Areas for Improvement – Look for gaps or missing information in your competitors’ posts. Maybe they’re too brief, lack examples, or skip key points. Use these insights to create a more comprehensive and helpful version.
Understand Search Intent – Pay close attention to the search intent behind the topic. When people search “Do I Need a Blog for My Small Business?” they’re likely looking for reasons why blogging is beneficial, how to get started, and tips on creating quality content. By understanding this, you can tailor your blog to provide precisely what they’re seeking.

Writing Keyword-Rich Headings

Using keyword-rich headings helps both search engines and readers understand your blog’s main topics. Create H2s and H3s that cover essential aspects of your topic. A few examples include:

Why Small Businesses Should Have a Blog
How Blogs Drive Traffic and Conversions
Steps to Outrank Competitors' Blog Posts
How to Generate Blog Topic Ideas

These types of headings allow you to structure your blog logically, making it easy for readers to follow while helping Google understand the content’s relevance. They also include the main keywords.

How Blogs Can Drive Traffic and Conversions

A blog isn’t just about bringing people to your site; it’s about converting visitors into customers. Here’s how:

Building Authority : When you consistently post insightful, valuable content, it establishes you as an authority in your industry. People are more likely to purchase from brands they trust.
Answering Customer Questions : Blogs that address specific pain points or common questions can lead potential customers directly to your solutions.
Encouraging Action : With strong calls to action, you can guide readers towards contacting you, signing up for newsletters, or exploring your services.

Generating Topic Ideas for Your Blog

One of the biggest challenges in blogging is consistently coming up with fresh, relevant topics. Here are a few strategies to help:

Keyword Research Tools – Platforms like Ahrefs, SEMrush, and Google Keyword Planner can reveal popular search terms relevant to your business. By targeting these keywords, you can create content that people are actively searching for.
Answer the Public – This tool provides questions people are asking around a specific keyword. By answering these questions in your blog posts, you can position yourself as a go-to resource.
Listen to Your Customers – If you frequently receive similar questions from clients, those can be turned into blog topics. For instance, if clients often ask about how to use a product or service, create a blog post that covers it in detail.
Focus on Customer Pain Points – Think about the common challenges your customers face. Craft blog posts around those issues, explaining solutions and showcasing how your business can help.

Conclusion

A blog can be a valuable asset for your small business, helping you connect with your audience, drive traffic and increase conversions.

If you need help with a blog strategy or website copywriting , get in touch with On The Move Marketing.

7 Tips To Improve Your Website Copy

tristanevert97@gmail.com (Tristan Evert) — Thu, 24 Oct 2024 23:06:42 GMT

Whether you’re writing content for a plumber’s website or an e-commerce store, the words and content structure you choose has a significant impact on the customer journey.

In this blog post, we take a look at 7 tips you can use to improve the quality of your website copy.

1. Avoid Fluff

A sure way to lose a potential customer is to fill your website content with fluff. Get your message across using the least amount of words possible to avoid a reader getting bored and leaving your website.

After writing a section of content, go back through and look for words that could be removed without impacting the objective of the sentence.

Example: "At our company, we pride ourselves on delivering the very best products that are crafted with care, attention to detail, and a commitment to excellence, ensuring that every single one of our customers is always completely satisfied with their purchase."

Edit: "At Our Company, we create high-quality products with a focus on customer satisfaction."

2. Keep It Simple

Where possible, always use the simplest terminology to describe a product or service. If a reader can’t understand the website content, they won’t become a customer. It’s important to understand the target audience and tailor the content towards them.

If a potential customer visits the website, sees the specific problem they have and then the solution the business offers, they are more likely to convert than someone struggling to work through confusing and long-winded content.

Example: "At our company, we provide a comprehensive array of state-of-the-art solutions that are designed to synergistically integrate with your business processes, ensuring an optimised workflow and maximised operational efficiency."

Edit: "At our company, we implement solutions that will streamline your business processes and improve operational efficiency."

3. Sell The Benefits/Outcomes

One of the best ways to convert website visitors into customers is to sell the benefits or outcomes. Tell the reader what they are going to get by working with the business rather than highlighting how good the business is.

Good Example: “At our company, we help businesses get more leads, increase revenue and work fewer hours.”

Bad Example: “At our company, we use industry-leading equipment to deliver optimal outcomes.

Note: Tell the customer what they are going to get (more leads, more revenue) vs optimal outcomes.

4. Use Bullet Points

Bullet points are great for presenting information in a clean and concise way. It allows you to include more information without losing a reader.

Good Example: “At our company, we provide a range of services, including:

Web design
Copywriting
SEO
Graphic design
Branding
Social media management

Bad Example: "At our company, we provide a range of services, including web design, copywriting, SEO, graphic design, branding and social media management."

Note: Most website visitors will skim-read the content, so having important information like services presented in bullet points ensures the content gets more views.

5. Create Compelling Call To Actions

Don’t just tell a potential customer to give you a call or send you an email. Sell the benefits associated with working together.

Good Example: “Ready to get more leads? Get in touch today!”

Bad Example: “To get started, give us a call or send us an email.”

Notes: People are more likely to enquire if you sell them on the benefits/outcomes.

6. Balancing SEO

Striking the right balance between SEO and content is crucial for both how your website performs and converts. While having keywords in all the heading tags is crucial for your website to rank, it can also sound generic and repetitive if done wrong. Including the relevant keywords in the most natural way possible is the goal.

Good Example:

H1: More Than Just Car Servicing In Brisbane

H2 Reliable Car Repairs in Brisbane

H2: Need A Logbook Service in Brisbane?

Bad Example

H1: Car Servicing Brisbane

H2: Car Repairs Brisbane

H2: Logbook Servicing Brisbane

Notes: Adding a word or two around the keywords makes a major difference to how the website content is perceived. Don’t be afraid to use questions or get creative with your heading tags as long as they still include the keyword/location.

7. The Information Pyramid

Because most website visitors only skim the content or read the first few lines, it’s crucial to put the most important information first. Ensure the first section of content on every page includes the main keyword, business name and location.

Aim to highlight the problems that most likely brought a potential customer to your website and then explain how your business can fix those problems. A website visitor is generally only looking to see that you offer the service they need and have social proof (reviews) to show you do a good job.

Good Example: Is your car due for a service? Has it started making a strange noise? At our company, we provide car servicing in Brisbane and have the equipment and expertise to diagnose and fix all types of issues. Whether you drive your car for work or leisure, having it serviced every six months will ensure it remains in good condition.

Bad Example: Whether you drive your car for work or leisure, having it serviced every six months will ensure it remains in good condition. Cars experience wear and tear from frequent use and require regular upkeep to ensure they perform optimally. At our company, we provide car servicing in Brisbane and will have you back behind the wheel in no time.

Note: The most important part of this section of content is the fact they service cars in Brisbane so that information should be as high as possible. By including questions at the start, you are also highlighting the customer's problem, which you can then solve in the next sentence.

Conclusion

When it comes to writing website content, it’s important to keep it simple and get to the point as soon as possible. Avoiding fluff, tailoring your content towards the target market and selling the benefits will ensure your content ticks every box.

If you need help with website copywriting , get in touch with On The Move Marketing.

What To Ask Clients When Scoping For Website Copy

tristanevert97@gmail.com (Tristan Evert) — Fri, 18 Oct 2024 01:41:09 GMT

You’ve landed a new client and are gearing up for the scoping call.

Asking the right questions is one of the most important parts of the web copywriting process.

While some clients provide great insight into their business others may give you little to work with. When this happens, having an arsenal of questions to extract the right information will make getting info out of those challenging clients a walk in the park.

In this blog post, we cover the most important questions to ask your clients when scoping for website content.

1. What Is The Business Name, Address/Service Area & Phone Number?

While this one is obvious, it’s easy to get wrong. Get the client to write out or spell the business name to ensure it’s correct. Ensure the business name, business location and phone number provided are consistent across all of the business's platforms, as this has an impact on the overall SEO results.

2. What Services Do You Provide?

Ask for a list of services from the business owner and work with them to prioritise the key services or the best-case leads they would like to be getting from the website. This will help you map out what pages to have on the website and if there are only limited pages available in the budget, which keywords/pages take priority. This will also give you an insight into the full scope of what the business offers.

3. What Is Your Unique Selling Point?

This often requires extensive probing as a lot of business owners will give you the same spiel about exceptional customer service, high-quality workmanship etc. While this is good information to include, try getting to the bottom of what truly makes the business unique - whether that's using locally sourced materials or products, having won industry-awards or offering quality guarantees.

This information is vital for the home and about us pages and should convince a website visitor why the business is better than the competition.

4. Tell Me About The Business

Get an in-depth rundown of why the business was started, how many years the business has been running, what problem the business is trying to solve, what locations the business services, who and how many people are involved etc. The more unique information you get about the business, the higher quality content you can produce for the home/about pages.

It always helps to include content about the business owner/employees to add a touch of personability to the website.

5. What Is The Process Of Delivering Each Service?

If you have limited experience with a specific industry or service, it’s crucial to ask the client how they deliver a service. What’s the step-by-step process from start to finish? This will give you enough information to write in-depth content for the service pages while ensuring the business owner sounds like the expert they are.

The goal of the service pages is to explain to a potential customer what they can expect at every stage of the process when working with the business.

Don’t be afraid to get the client to break everything down for you, even if it seems like an obvious service. At the end of the day, it’s better to ask more questions and smash the content out of the park than to be vague with your questioning and make mistakes in the content.

6. Do You Have Any Frequently Asked Questions?

Ask the client if they have any questions they are frequently asked by customers. This will give you additional insight into how to frame the service page content to answer those questions and also give you content for FAQ sections.

7. What Tone Of Voice Do You Like?

Ask the client if they have a preference for how they want their business to be represented online. Whether it’s professional or casual, getting a feel for how the client wants the content to sound is an important step in the scoping process.

You can also share some examples of previous work with the client to showcase the different tones of voice. This will ensure you are both on the same page in terms of the content style.

8. Is There Anything You Do Differently To Your Competition?

Another great question that can help frame the USPs. If the business operates slightly differently to its competition, that’s great information to include.

9. Is There Anything Else You Would Like To Include In The Content?

This is a great open-ended question that will give the business owner a chance to mention anything that hasn’t come up. You often get some good information from this question and it can be a great way to end the scoping call.

With these 9 questions, scoping for website copy will be a breeze and should only take 10-15 minutes.

This will ensure you have everything you need to write engaging content that provides an in-depth overview of the business, their services and what makes them unique.