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  • Website Checklist: 7 Essentials for Business Success

    Your website should help your business, not hinder it. This article outlines seven critical features that every business website should include to drive results.

    1. Fast & Secure Site

    A fast, secure website improves user experience, builds trust, and increases conversions.

    • Use well-respected managed hosting with server-level caching for consistent speed and support.
    • Compress and resize large image files to reduce load time.
    • Install an SSL certificate so that your site loads as HTTPS. This is essential not only for security but also because most browsers will display warnings that can lead to immediate abandonment if your site is not secure.
    • Use a content delivery network (CDN) to deliver site content faster across different geographic areas.

    2. Mobile & Accessibility

    Your site should work seamlessly on all devices and be usable by everyone.

    • Use a responsive design that adapts to phones, tablets, and desktops.
    • Ensure large tap targets, simplified forms, and layouts optimized for thumbs.
    • Compress images and use modern formats like WebP to reduce load times on mobile.
    • Follow accessibility standards, such as proper color contrast, keyboard navigation, alt text, readable font sizes, and semantic heading structure (H1, H2, H3).

    3. Useful Navigation & Site Structure

    Straightforward navigation and logical structure help users (and search engines) find what they need quickly.

    • Keep primary menus to 5-7 clear items using familiar labels.
    • Use dropdowns to group related content and maintain a clean layout.
    • Add a search bar, especially for large sites.
    • Structure pages so essential info is no more than 3 to 4 clicks from the homepage.
    • Use breadcrumbs to show users where they are and let them easily move backward.

    4. Engaging, High-Quality Content

    Content should be clear, compelling, and tailored to your audience.

    • Lead with a strong value proposition that explains what you do, who you help, and why you're different.
    • Keep language natural and focused on customer benefits, not technical jargon.
    • Use real photos, team shots, or workspace imagery instead of generic stock.
    • Break up text with bullet points, short paragraphs, and helpful subheadings.
    • Integrate videos when possible to demonstrate your product or share testimonials.

    5. Optimization for Users & SEO

    SEO today is about clarity and relevance, not just keyword stuffing. The goal is to help users and answer questions they might have about your products or services.

    • Optimize each page for a focused topic instead of multiple vague terms.
    • Use descriptive, relevant page titles under 60 characters (no need to over-optimize).
    • Structure your pages with logical heading tags (H1, H2, etc.).
    • Ensure each page covers one topic well, with internal links to related pages.

    6. Clear Calls to Action

    Tell visitors what to do next and make it frictionless to act.

    • Place prominent CTAs above the fold and throughout key sections.
    • Use clear, action-oriented text like "Start Your Trial" or "Book a Call."
    • Make CTA buttons large enough for mobile use and visually distinct.
    • Support forms should be short (3-4 fields max) and include autofill and mobile-friendly layouts.
    • Add click-to-call phone numbers and appointment schedulers where appropriate.

    7. Trust Signals & Social Proof

    Give visitors reasons to trust you and act confidently.

    • Display fresh testimonials (preferably from the last 6 months) with names, companies, and specific results.
    • Showcase awards, certifications, and industry affiliations (e.g., BBB A+ rating, 5+ Google Reviews, etc).
    • Include trust badges on contact and checkout pages.
    • You should have an About Page that shows who you are, what you stand for, and how people can reach you.
    • Tell your business origin story and share key milestones.
    • Clearly list contact details, including phone, email, business address, and hours, in both the header/footer and on a dedicated Contact page.
    • Include photos of your team or workspace to humanize your brand.
    • Link to your social media accounts, if they are active and maintained.

    Conclusion

    If your site is missing any of these elements, it may be underperforming. A comprehensive website audit can help identify gaps and prioritize improvements that drive real business results.

  • Why Your Business Needs a Google Business Profile

    A potential customer searches "plumber near me" at 9 PM on a Sunday night, when a burst pipe floods their kitchen. Your Google Business Profile (GBP) appears in the search results, showing your emergency hours, recent five-star reviews, and a direct call button. They call immediately.

    Meanwhile, your competitor's listing shows no hours, outdated photos, and three-star reviews from two years ago. Guess who gets the business?

    Google Business Profile controls how your business appears across Google Search and Maps. For most customers, this listing determines whether they call, visit, or move on to someone else before they ever see your website.

    Understanding Google Business Profile Visibility

    When customers search for your business name or services you offer, your profile can appear in multiple high-visibility locations. The "local pack" shows up near the top of Google Search results, displaying three local businesses with maps, ratings, and key information. Google Maps features your business when users search by location or browse nearby services. Desktop searches often display a knowledge panel in the sidebar with your complete business details.

    Your listing displays critical decision-making information: business name, address, phone number, website link, customer reviews with star ratings, photos and videos, current business hours, and recent updates or promotional posts.

    Google's algorithm uses this information to match your business with relevant local searches. Complete, accurate profiles significantly increase your visibility in these valuable search positions.

    The Customer Decision Point

    BrightLocal's 2024 research reveals that 98% of consumers used the internet to find local businesses in the past year, with most searches starting on Google. Your profile serves as customers' first impression and often their final decision point.

    A well-optimized profile enables customers to call or message you directly from search results, get accurate directions to your location, access your website with one click, and read authentic reviews from previous customers. Incomplete or inaccurate information sends potential customers directly to your competitors.

    Google's own data demonstrates the impact: businesses with complete profiles receive 7x more clicks than incomplete ones, and customers are 70% more likely to visit businesses with comprehensive profile information.

    Local Search Rankings and Visibility

    Google Business Profile directly influences your local search rankings through three key factors. Relevance measures how well your business information matches customer search terms. Distance calculates your proximity to the person searching. Prominence evaluates your business reputation and online authority.

    Complete profiles with positive reviews consistently outrank competitors with basic information. Google's local algorithm prioritizes businesses that provide comprehensive, accurate information and maintain strong customer relationships.

    Setting Up Your Business Profile

    Claiming and Verification

    Visit Google Business Profile and sign in with your Google account. Search for your business name—if it appears, click "Claim this business." If not, select "Add your business to Google" and enter your complete information.

    Google requires verification before you can fully manage your profile. Most businesses receive verification by postcard with a unique code mailed to their business address. Phone or email verification is available for select businesses, while instant verification applies to businesses with established Google presence.

    Verification typically takes 5-7 business days via postcard but is required for profile management and full feature access.

    Essential Profile Elements

    Use your exact legal business name without adding keywords or marketing phrases. Enter your complete, accurate address and primary phone number exactly as they appear on other online directories. Choose your most specific business category from Google's list—this significantly impacts search visibility.

    Add high-quality photos showcasing your storefront, interior spaces, team members, and products or services in action. Write a clear business description focusing on what you offer and what sets you apart. Maintain current operating hours, including seasonal changes and holiday schedules.

    Businesses serving customers at their locations should use the service area option rather than displaying their office address publicly.

    Profile Optimization Strategies

    Consistency Across All Platforms

    Your business name, address, and phone number must match exactly across your website, social media profiles, and online directories. Inconsistent information confuses Google's algorithm and damages local search rankings. Even small variations like "St." versus "Street" can hurt your visibility.

    Audit all your online listings quarterly to ensure consistency and update any discrepancies immediately.

    Accurate Business Hours

    List your actual operating hours, not idealized versions. Include specific seasonal hours, holiday schedules, and any temporary changes. Customers who arrive during posted hours and find you closed often leave negative reviews that damage your reputation.

    Use Google's special hours feature for holidays and temporary closures. Update these at least two weeks before any changes take effect.

    Compelling Business Descriptions

    Lead with what you offer, then explain what makes you different from competitors. Include specific service areas or specialties that customers search for. Write naturally—keyword stuffing makes your business sound robotic and unprofessional.

    Focus on your first 250 characters since this determines what most people see before clicking "More." For example: "We provide pediatric dental care for children of all ages in South Austin, with a focus on gentle, anxiety-free visits that make kids excited about dental health."

    Strategic Category Selection

    Categories determine when your business appears in search results. Choose your most specific primary category that accurately describes your main business focus. Add secondary categories only if they represent significant portions of your revenue.

    For a wedding florist, "Wedding Service" as the primary category with "Florist" as secondary will capture more relevant searches than simply selecting "Florist." Review Google's complete category list before making selections.

    Visual Content That Converts

    Photos That Influence Customer Decisions

    BrightLocal research shows listings with photos receive 42% more direction requests and 35% more website clicks than those without images. Upload photos of your storefront during both day and nighttime hours, interior spaces that showcase your atmosphere, team members in action, and products or services being used by customers.

    Avoid heavily filtered or low-resolution images. Take photos in natural lighting when possible and update them regularly to keep your profile fresh and current.

    Video Content for Enhanced Engagement

    Short videos under 60 seconds can significantly boost customer engagement. Show quick walkthroughs of your space, services being performed, or products being used. Keep production simple—steady, well-lit shots that give customers realistic expectations work better than heavily produced content.

    Videos help customers feel more confident about choosing your business by providing authentic previews of what they can expect.

    Managing Customer Reviews

    Getting Authentic Reviews

    Reviews influence both search rankings and customer trust. Ask for reviews in person immediately after positive experiences when customer satisfaction is highest. Send follow-up emails or texts with direct review links within 24 hours of service completion.

    Add review links to receipts, thank-you pages, or create QR codes for your front desk. Timing matters more than frequency—one well-timed request often generates better results than multiple generic appeals.

    Response Strategies

    Respond to every review within 48 hours. Google states that businesses responding to reviews can improve their local search visibility. Thank positive reviewers by name and mention specific services they praised.

    For negative reviews, stay professional, acknowledge concerns, and offer private resolution. For example: "Thanks, Maria! We're glad you enjoyed your haircut and color service. We'll see you again soon." Or: "Sorry we fell short, James. Please call us at (512) 555-1234 so we can make this right."

    Using Review Insights for Business Improvement

    Analyze review patterns to identify strengths and improvement opportunities. Consistent praise for customer service suggests training programs are working. Recurring complaints about wait times indicate operational changes may be needed.

    Share positive feedback with your team to reinforce successful behaviors. Use constructive criticism to refine processes and prevent future issues.

    Smart Content Strategy

    Strategic Posting Approach

    Research from Sterling Sky indicates that frequent posting doesn't directly improve search rankings. Post only when you have valuable information to share: sales or special promotions, new products or services, upcoming events, or seasonal tips relevant to your customers.

    Most posts appear for seven days unless tied to future-dated events. A tax preparation service might post about appointment availability in January and deadline reminders in April, but doesn't need weekly content during slow periods.

    Natural Keyword Integration

    Include location-based keywords where they naturally fit in your business description, service explanations, and occasional posts. Avoid forced phrases like "best plumber in Austin" in every section. Instead, weave local references naturally: "We've been repairing vintage motorcycles for North Loop and Hyde Park riders since 2007."

    Use Google Business Profile Insights to identify which search terms bring customers to your profile, then focus your optimization efforts on those specific phrases.

    Maximizing Your Profile's Impact

    Google Business Profile represents one of the most cost-effective marketing investments for local businesses. Customers make decisions about calling, visiting, or choosing competitors based entirely on the information you provide here.

    Complete profiles consistently outperform basic listings in search visibility, customer engagement, and conversion rates. The businesses succeeding with local search invest time in maintaining accurate information, generating authentic reviews, and providing customers with the details they need to make confident purchasing decisions.

    Start with the fundamentals: accurate information, compelling descriptions, and high-quality photos. Build from there by consistently managing reviews and posting relevant updates. Your Google Business Profile works around the clock to attract customers—make sure it represents your business effectively.

    Want help improving your Google Business Profile or SEO? Get in touch here.

  • SEO Works Like a Fitness Routine: Here’s Why Some Businesses Win

    Your competitor's website ranks first for the keywords that matter most to your business. Every month, they're capturing leads that could be yours. You've tried a few SEO tactics here and there, maybe hired someone for a quick fix, but nothing seems to move the needle.

    Sound familiar?

    Here's what's probably happening: they're treating SEO like a fitness routine, and you're treating it like a New Year's resolution.

    If you've ever committed to getting in shape, you already understand how real results work. You don't do 50 pushups once and expect visible abs. You don't run a single 5K and call yourself a marathon runner. You show up consistently, make incremental improvements, and trust that small daily actions compound into meaningful change over time.

    SEO works exactly the same way. The businesses dominating search results aren't using secret tactics or expensive tools you don't have access to. They're simply more consistent about doing the work that matters.

    Two Businesses, Two Very Different SEO Approaches

    Picture two local service businesses that launched websites around the same time.

    Business A publishes a new blog post every two weeks, answering customer questions. They fix broken links when they find them. They update their service pages when offerings change. They respond to reviews and keep their Google Business Profile current. When they notice their site is loading slowly, they investigate and fix the problem.

    Business B published three blog posts when they launched, then forgot about content entirely. Their contact information is outdated in two places. They have broken links they don't know about. Their service descriptions still mention a location they moved from eight months ago. Their Google Business Profile lists hours from before they changed their schedule.

    Six months later, Business A appears on page one for multiple search terms. Business B barely shows up at all.

    The difference isn't talent, budget, or luck. It's consistency.

    Why "Quick Fix" SEO Usually Fails

    Every month, someone asks me about the latest SEO hack they heard about. "What about this new link-building strategy?" "Should I be using this AI content tool?" "Can you just optimize my homepage and get me ranking?"

    These questions miss the point entirely. It's like asking a fitness trainer, "What's the one exercise that will get me in shape by next month?"

    Real SEO success comes from getting multiple things right and keeping them right:

    Technical foundation: Fast loading times, mobile-friendly design, secure connections, and clean navigation that both users and search engines can follow easily.

    Content that serves users: Pages and blog posts that actually answer the questions your customers are asking, not just pages that exist because you think you need them.

    On-page optimization: Titles, descriptions, and page structure that help search engines understand what each page is about and why it matters.

    Authority and trust: Other reputable websites link to yours because your content is genuinely valuable and worth referencing.

    User experience: A website that people enjoy using, where they can find what they need without frustration.

    Skip any of these areas and you're essentially trying to build muscle while ignoring half your muscle groups. You might see some progress, but you'll never reach your potential.

    The Compound Effect of Consistent SEO

    Here's where the fitness analogy gets really interesting. When you work out regularly, you don't just get stronger – you also sleep better, have more energy, and feel more confident. The benefits compound beyond what you originally set out to achieve.

    Consistent SEO work creates similar compound effects:

    Fresh, helpful content doesn't just improve search rankings – it also gives your sales team better materials to share with prospects. It positions you as an expert in your field. It provides value to existing customers who have follow-up questions.

    Technical improvements don't just help with SEO – they make your website faster and more reliable for everyone who uses it. This leads to better user experience, higher conversion rates, and fewer frustrated visitors.

    Regular content updates signal to search engines that your site is active and maintained. But they also ensure that your information stays current and accurate for real people who need it.

    The businesses that commit to this approach consistently don't just rank better – they build stronger relationships with customers, establish more authority in their industry, and create more opportunities for growth.

    If Your Competitors Have a Head Start

    Maybe you're reading this thinking, "My main competitor has been doing SEO for three years. Is it too late for me to catch up?"

    Not at all. But catching up requires being more strategic than maintaining a lead.

    If they've been publishing one blog post per month, you might need to publish two. If their website takes four seconds to load, yours needs to load in two. If they have twenty-five pages of content, you need twenty-five better pages of content.

    This isn't about working harder than them forever. It's about working more intensively until you've closed the gap, then maintaining that position with consistent effort.

    I've helped businesses outrank competitors who had multi-year head starts. It's absolutely possible. But it requires commitment to the process, not just hoping for quick wins.

    The Questions I Hear Most Often

    "How long before I see results?"

    Small improvements often appear within 3-4 months. Meaningful improvements that drive real business results typically take 8-12 months of consistent work. If someone promises you first-page rankings in 30 days, run.

    "How do I know it's working?"

    Track what matters to your business. More website visitors is nice, but more qualified leads is better. More leads is nice, but more customers is better. Set up proper tracking for phone calls, contact forms, and actual sales that come from organic search.

    "What if I can't afford a big SEO budget?"

    Start with the basics. Fix obvious technical problems. Make sure your most important pages are properly optimized. If you serve local customers, focus heavily on local SEO. Do these things well before chasing advanced strategies.

    "Should I hire someone or do it myself?"

    Depends on your situation. If you have time to learn and implement consistently, you can handle basic SEO yourself. If you'd rather focus on running your business, hire someone who treats SEO like the long-term strategy it is, not a quick project.

    Why E-commerce Sites Need This Approach Even More

    If you run an online store, consistency matters even more. Your competitors aren't just local businesses – they're everyone selling similar products online.

    Your category pages need to be organized logically. Your product titles need to match what customers actually search for, not just what your supplier calls them. Your product descriptions need to go beyond basic specifications to help people make buying decisions.

    Internal linking between related products matters. Site speed matters enormously when people are comparing options. Reviews and testimonials matter for both users and search engines.

    Most importantly, your site architecture needs to make sense. If customers can't find products easily, search engines will have trouble too.

    Your Website Should Work Like Your Best Salesperson

    Think about your most effective salesperson. They don't just show up once and disappear. They build relationships, follow up consistently, answer questions thoroughly, and guide prospects through the decision-making process.

    Your website should work the same way. It should attract the right people, answer their questions, address their concerns, and guide them toward working with you.

    The businesses that see their website as an active sales tool, not just a digital brochure, tend to invest in it accordingly. They keep the content fresh, the technical performance strong, and the user experience smooth.

    The Work Continues After Launch

    Launch day isn't the finish line – it's the starting line.

    Your industry changes. Your services evolve. Your customers ask new questions. Search engines update their algorithms. Your competitors improve their websites.

    Staying competitive requires regular attention: monitoring performance, updating content, fixing issues, and making improvements based on what you learn from real user behavior.

    This ongoing work is where many businesses fall short. They invest in building a website, then treat it like a completed project instead of an ongoing business asset.

    The businesses that thrive long-term build this maintenance into their regular operations. They review analytics monthly, update content quarterly, and address technical issues promptly when they arise.

    Start Building Your SEO Routine Today

    Just like fitness, the best time to start was a year ago. The second-best time is now.

    You don't need to do everything at once. Start with fixing obvious problems, then build consistent habits around content creation, technical maintenance, and performance monitoring.

    The key is starting and staying consistent. Small, regular improvements compound faster than you might expect.

    Your competitors who are winning with SEO aren't superhuman. They're just more consistent about doing the work that matters. You can be too.

    Ready to Build a Website That Works?

    At Garrett Digital, we help businesses create websites that perform like well-trained athletes – consistently, reliably, and with measurable results.

    We combine SEO, content strategy, UX, and technical expertise to build systems that grow traffic, leads, and revenue over time.

    Whether you're starting from scratch or need to get an existing site into better shape, we can help you develop the routine that drives long-term success.

    Contact Garrett Digital today to get started.

  • Internal Linking & SEO: A Guide for Site Owners & Teams

    Internal linking often doesn’t get the attention it deserves. It’s not as flashy as a homepage redesign or a new ad campaign, but when done well, it quietly boosts your Google rankings, improves your site structure, and gives visitors more reasons to stick around.

    Whether you run a therapy practice, a large e-commerce site, or a local service business, internal links help your website work smarter. They’re a key part of any SEO strategy—and unlike backlinks from other websites, they’re entirely in your control.

    At Garrett Digital, we help businesses improve internal linking systematically, whether we’re building a new site or auditing an existing one. This guide outlines the principles and practical tactics we use and recommend.

    What Internal Linking Does

    Internal links are hyperlinks (created using “ tags in your site’s HTML that connect one page on your website to another. They're a core component of a website, and they're how users navigate across the pages of your site:

    • Navigation menus and breadcrumbs

    • Links to product categories or service pages

    • Text links between related blog posts

    • Footer links to important category or service pages

    Internal links help Google and other search engines crawl your site, understand how your pages relate, and pass authority, known as link equity or PageRank, from stronger pages to newer or less visible ones.

    Good internal linking can help your most important content rank higher in search results. It also keeps visitors moving through your site, rather than leaving after one page.

    Why It Matters

    Internal linking is still one of the most reliable, yet often overlooked, on-page SEO tactics. Google’s algorithm uses it in several key ways:

    • Crawlability: Links help Google crawl your site more efficiently. Pages with no internal links, sometimes called “orphan pages," might never get indexed, limiting their ability to rank or appear in search engines.

    • Content discovery: Linking from high-authority pages to newer blog posts or product pages can help them get indexed and ranked faster.

    • Site hierarchy: Clear links between categories, subcategories, and individual content or product pages help define your site’s structure and help your category or product pages' visibility in organic search results.

    • Topical relationships: When you link related articles or product categories, you signal to Google that your content is in-depth and well-organized.

    • User engagement: Internal links help real people find related products, services, or helpful answers without needing to search your menu.

    Types of Internal Links

    There are different types of internal links. Each plays a role in strengthening your SEO and making your site easier to use:

    • Navigational links: Menus, sidebars, and footers that help users explore the main sections of your site

    • Contextual links: Links within your text that guide readers to deeper, related content

    • Breadcrumbs: Navigation aids that show users where they are and help search engines understand content relationships

    • Next/Previous links: Improve engagement by letting readers easily move between blog posts or related products

    • Related content links: Often used on blog posts or product pages to keep people engaged

    Among these, contextual links often pass the most SEO value, especially when paired with clear, descriptive anchor text (the clickable words).

    Breadcrumbs also have a lot of weight on large e-commerce sites. They help users and search engine crawlers understand how products are grouped into categories and subcategories.

    Best Practices

    Use this checklist as you review or build out your internal linking strategy:

    • Use clear, descriptive anchor text (like "affordable SEO services" or "CBT for anxiety").

    • Link to your most important pages more often (your key services, product categories, top blog posts, or highest-converting products).

    • Create topic clusters with a main page linking to and from supporting articles.

    • Add breadcrumbs across your site to clarify content hierarchy.

    • Use footer links to reinforce your most important pages, not just legal disclaimers.

    • Fix broken internal links regularly.

    • Link to new content from existing high-authority pages.

    Internal Linking for E-commerce Sites

    E-commerce sites can greatly benefit from thoughtful internal linking. Here’s a simple table that breaks down best practices by page type:

    Page TypeInternal Linking RecommendationsProduct PageLink to parent category, related products, and FAQs.Category PageLink to popular products, subcategories, and bestsellers.Subcategory PageLimit distractions, but consider adding links to customer support or guarantees.HomepageHighlight top categories, sales collections, or blog content for education.Cart/CheckoutLimit distractions but consider adding links to customer support or guarantees.

    Other tips:

    • Use breadcrumbs consistently across all product and category pages.

    • Crosslink between categories where appropriate (e.g., “best jewelry gifts under $50” might link to earrings and rings).

    • Include internal links in product descriptions when they help users find size charts, related items, or warranties.

    Tools & Tactics To Make This Easier

    Maintaining good internal linking doesn’t require a big team, but it does require a plan. Here’s what we suggest:

    • Use Google Search Console to identify crawl issues and orphaned pages.

    • Run quarterly audits using tools like Screaming Frog or Ahrefs.

    • Track how internal linking updates affect bounce rates, time on site, and pages per session.

    • Maintain a list of cornerstone content and link back to those pages when writing new content.

    • Use breadcrumbs to reinforce site structure and support Google’s understanding of your categories and subcategories.

    What Not to Do

    Avoid these common pitfalls:

    • Don’t overdo it—link only where it helps the user. Don’t fill every paragraph with links.

    • Don’t neglect older content. Go back and add links to new blog posts or pages as needed.

    • Don’t rely on navigation alone. Contextual links are more powerful for SEO and more helpful to visitors.

    Helping Users, Not Just Google

    The best internal linking strategies start with the user in mind.

    Before adding a link, ask:

    • Will this help the reader understand something more clearly?

    • Is this the next logical step in their journey?

    • Will this help them find what they’re looking for?

    When you answer yes, you’re creating a better experience—and usually improving SEO at the same time.

    SEO and Websites Are Our Thing

    At Garrett Digital, we build websites for service-based and e-commerce businesses structured for search engines and real people.

    We also work with existing sites to identify orphaned pages, improve internal linking, and ensure your most important content is supported by a strong site architecture.

    We can help you grow a therapy practice, optimize product category pages, or build a content strategy that scales.

    Contact Garrett Digital to get started.

  • What Is Information Gain? How to Write Blog Posts People Value  

    There’s more content online than ever. Every day, businesses push out new articles, guides, and posts. But if you’ve been paying attention, most of it looks and sounds the same.

    If you want your content to rank, attract real readers, and help your business, you can’t just repeat what’s already out there. You have to bring something new.

    That’s where information gain comes in.

    What Is Information Gain

    Information gain is simple. It’s when your content adds something that other websites don’t have. That could be a personal story, a unique piece of data, an example pulled from your own work, or a point of view your readers haven’t seen yet.

    Think about it. Google has already indexed hundreds of posts on the same topics you're going to write about. If you’re covering “How to Choose the Right Therapist” and your advice boils down to “check credentials, review insurance, read reviews,” you’ve added nothing. That’s baseline information.

    You could make it better by:

    • Explaining how therapy approaches differ, from a clinician’s perspective

    • Sharing anonymized client stories that illustrate the process

    • Describing what the first session actually feels like

    • Comparing a strong intake process with one that raises red flags

    That’s the kind of detail that makes a post worth reading.

    Why Google Notices

    Google doesn’t need more copies of the same blog post. It needs better ones.

    There’s evidence that Google evaluates whether a page adds real value compared to what’s already indexed. A patent called Information Gain Scores explains this idea. Pages that fill gaps, add clarity, or answer questions people aren’t seeing answered elsewhere tend to rank higher.

    Content that usually performs well in this way:

    • Addresses overlooked but related questions

    • Offers expert perspective or deeper context

    • Uses real-world examples that clarify the point

    Example:

    Generic: “Therapy can help you feel better. Look for someone who is licensed and experienced.”

    Better: “Many clients feel worse before they feel better. One of our therapists compares it to cleaning out a closet. It gets messier before it feels clear. That’s normal, and here’s why…”

    One tells the reader what they already know. The other teaches them something they didn’t.

    How AI Falls Short

    Tools like ChatGPT and Jasper can help you draft, but they work by predicting what usually comes next in text. Which means they lean on existing material. They can’t draw from your experience unless you feed it in.

    What they often miss:

    • First-hand insights

    • Original stories

    • Your voice and point of view

    • Specific details from your process

    If every business in your field uses the same AI tool to write about WordPress SEO or EMDR therapy, the internet fills with rewrites of the same advice. That’s when readers stop paying attention.

    Content Formats That Add Value

    Some formats make it easier to offer information gain:

    • Before-and-after case studies

    • Behind-the-scenes walkthroughs

    • Screenshare tutorials

    • Interviews with your team

    • FAQs based on real customer service conversations

    • Personal takes on industry trends

    • Stories from actual client experiences

    These take more work but are harder to fake and more helpful to readers.

    Develop a Content Process

    Here’s a process that works.

    • Start with a real question
      Skip the generic “What is EMDR therapy?” and instead write about “How does EMDR therapy feel the first time?” or “What should I expect in my first EMDR session?” These are the questions people actually type into search.

    Go deeper than the obvious
    Many articles stop at what to do. Add the how and why. For example:

    • Common myths about therapy

    • How clients can tell if they’re making progress

    • What to do if it feels like therapy isn’t helping yet

    • Share what only you know
      Use what your team sees every day. A turning point in a session. A unique process you’ve developed and why it works. A story that changed how you approach your work.

    Use AI as a helper, not a writer
    Let AI help organize your outline. Then add your own expertise, examples, and context. Ask yourself:

    • What’s missing?

    • Would a customer still have questions after reading this?

    • Where can I add a real example or story?

    The Test That Matters

    Before you publish, ask: Would I share this with a client or colleague and feel confident it’s helpful?

    If it just repeats the basics, you know the answer. If it offers something they couldn’t easily find somewhere else, you’re on the right track.

    Why Information Gain Matters Now

    Search engines are getting better at spotting copycat content. Your customers are, too.

    The posts that stand out in 2025 will be the ones with a point of view, practical details, and a clear human voice.

    So before you write your next blog post:

    • Check the top search results for your topic

    • Notice what’s missing

    • Fill that gap with your own insights

    That’s how you earn attention and keep it.

    Want to Turn Great Content into a Repeatable Process?

    At Garrett Digital, we help businesses create content strategies that work. That means articles your customers actually read, and search engines want to rank. We combine SEO expertise with your unique perspective so your site isn’t just another voice in the noise.

    If you’re ready for blog posts that pull traffic and build trust, let’s talk. We’ll help you plan, write, and optimize content that keeps working long after you hit publish.

  • How to Build an AI-Friendly Culture in Your Small Business

    Small business owners are feeling the pressure. There’s always some new tool or trend to keep up with, and AI is everywhere right now, from Microsoft Word and Google Docs to Instagram captions and Google Search results.

    With all the noise, a question keeps popping up in forums, business meetups, and local networking groups:

    How should we actually be using AI in our business?

    Some folks treat AI like it’s a riddle they need to solve. Others feel overwhelmed and kick the can down the road. And many are treating it like a separate project, something to deal with “later” when they have more time.

    But what if that whole way of thinking is getting in the way?

    One of the most helpful comparisons I’ve seen comes from Jeff Sauer at Profit School. He compares how businesses approach AI to the switch from film to digital cameras. It’s simple, but it clicks.

    Let’s take a look at why that mindset shift matters and how it can help your business start using AI today in ways that are low-risk and actually useful.

    From Film to Digital Camera Thinking

    If you remember using film, you know the drill. You loaded a roll with 12 or 24 shots. Each photo mattered. You had to wait to get the film developed before you knew if any of them were good. So you planned carefully. You hesitated. You second-guessed.

    That’s how a lot of business owners still approach new tools. Wait for the perfect use case. Spend weeks deciding which app to try. Put off testing until you’ve got time to “do it right.”

    Now think about digital cameras. You take 20 photos in 30 seconds. Review them instantly. Try again. Keep what works, delete what doesn’t.

    That’s what AI makes possible: a fast, low-cost way to experiment, iterate, and improve.

    You're not burning film. You're learning by doing.

    TL;DR

    • AI isn’t a separate project. It’s a tool that supports the work you already do.

    • Start small. A few internal wins can lead to big changes.

    • Talk openly. Teams improve faster when they share what’s working.

    • Set ground rules so your AI use stays consistent and trustworthy.

    • Think like a digital camera: test, learn, improve—often.

    • Keep learning. AI is evolving fast, and your skills should, too.

    AI Can Be a New Set of Power Tools

    If the camera comparison doesn’t land, here’s another one: AI is like giving your team power tools. You can still build with a hammer and screwdriver, but it’s going to take longer and might not hold up at scale.

    Power tools don’t do the work for you. They make skilled people faster and more capable. But if nobody’s trained or willing to try them, you’re stuck.

    That’s where a lot of teams are right now. AI is available, but not being used well—or at all. Not because it doesn’t work, but because no one’s set the stage for how to start.

    What Business Owners Are Saying

    Search Reddit threads, Facebook business groups, or even Slack channels for local networking orgs, and you’ll see the same questions pop up:

    • “What AI tools are actually useful for small businesses?”

    • “How do I keep our content from sounding robotic?”

    • “Is ChatGPT secure for working with client info?”

    • “I tried it once, and the results were bad. Should I even bother?”

    Yes, you should. But only if you’re willing to treat AI as part of your toolkit, not a magic trick. It won’t work on autopilot. And it won’t give you perfect answers every time. But it will help your team move faster, try more ideas, and waste less time once you get the hang of it.

    How to Build an AI Culture

    You don’t need an AI department or a fancy strategy. You need curiosity, clear boundaries, and a place for your team to share what they’re learning.

    1. Give People Space to Experiment

    Start by giving your team permission to try AI tools inside their day-to-day work. Not as extra credit—make it part of the job.

    Ask questions during team check-ins:

    • What did you try?

    • What went well?

    • What didn’t work?

    • What could we use again?

    Encouraging experimentation lowers the risk and builds confidence. It’s how teams get better over time.

    2. Talk About What’s Allowed

    Be clear about how and when AI is okay to use. Can team members use ChatGPT to draft blog posts or customer emails? Should a person review anything AI-generated before publishing?

    Write it down. Be specific. This isn’t about control—it’s about protecting your brand and your customers.

    3. Share Tools and Templates

    If someone on your team writes a great prompt or builds a GPT that nails your brand voice, don’t keep it a secret. Share it. Let others build on it. Save time across the board.

    Set up a shared doc, Slack channel, or internal wiki where people can post their tips and tools.

    Why This Approach Works

    When teams try things in real work, rather than in a vacuum, they build real skills. When they talk about what they tried, others learn faster. And when they use AI with intention, they save time, reduce busywork, and improve output without burning out.

    AI is not going to fix a broken strategy. But it can help a brilliant team move faster and get more done, especially when they’re not afraid to take some blurry shots along the way.

    Want to Learn More?

    Here are a few trusted places to dig deeper:

    How Are You Using AI?

    What’s worked in your business? What flopped? We’d love to hear from you.

    If you’re looking to build better systems, content workflows, or marketing strategies that make AI work for your business, not the other way around, contact Garrett Digital.

  • Hiring a Web Designer: Questions That Matter

    Choosing a web designer involves much more than finding someone who creates attractive layouts. You need someone who understands your business goals and can build something that converts visitors into customers while performing well in organic search.

    Evaluate Their Actual Work

    Skip the polished screenshots in portfolios. Visit live websites they've built and spend time clicking around each site. Test them on your phone, check how quickly pages load, and navigate through different sections. Pay attention to whether the sites feel intuitive or require guesswork to find basic information.

    Load time reveals technical competence. If their client sites take more than three seconds to load on mobile, they may not understand modern performance standards. Mobile responsiveness shows they design for real users, not just desktop mockups. Clear navigation indicates they think about user experience, not just visual appeal.

    Don't assume they handled every aspect of impressive sites in their portfolio. Some designers focus purely on visual design while developers handle functionality, content strategists write copy, and SEO specialists optimize for search engines and users. Understanding their specific role helps you evaluate whether their skills match your needs.

    Understand Their Process

    Experienced web designers follow systematic processes that prevent costly mistakes and timeline delays. They should clearly explain how they learn about your business goals, target audience, and competitive landscape before starting design work.

    Some designers create wireframes and basic structural layouts before developing visual mockups. This approach often produces better results because it separates content planning from aesthetic decisions. Others jump straight into visual designs, which can work for simple sites but may lead to structural problems later.

    Their revision process matters significantly. Unlimited revisions sound appealing until you realize they may rush initial work knowing they can fix problems later. Structured revision rounds with clear feedback guidelines typically produce better results than open-ended revision policies.

    Post-launch support separates professional designers from hobbyists. Websites require ongoing updates, security patches, and occasional troubleshooting. Designers who disappear after launching sites leave clients vulnerable to technical problems and security issues.

    Clarify Investment and Scope

    Pricing conversations reveal professionalism and planning skills. Flat fees work well for clearly defined projects, while hourly rates make sense for ongoing relationships or projects with uncertain scope. Both approaches can produce good results if the designer explains their reasoning clearly.

    Revision policies significantly impact final costs. Some designers include two revision rounds in their base price, while others charge for all changes beyond minor tweaks. Understanding these boundaries prevents surprise expenses and scope creep.

    Hidden costs often emerge after contracts are signed. Hosting, domain registration, SSL certificates, premium plugins, stock photos, and ongoing maintenance can add hundreds or thousands to project costs. Professional designers outline all potential expenses upfront rather than mentioning them during the project.

    Written agreements protect both parties by clearly defining deliverables, timelines, payment schedules, and revision policies. Verbal agreements lead to misunderstandings and disputes that damage working relationships and project outcomes.

    Ensure Technical Competence

    Visual design attracts visitors, but technical implementation determines whether they stay and convert. Slow-loading sites drive away potential customers before they see your beautiful design. Search engines penalize sites that provide poor user experiences, regardless of their visual appeal.

    Your designer should understand heading structure and how H1, H2, and H3 tags organize content for both users and search engines. Image optimization affects both loading speed and accessibility—properly sized images with descriptive alt text improve performance while helping visually impaired users understand your content.

    Mobile-first design has become essential rather than optional. More people browse websites on phones than desktop computers, and Google prioritizes mobile-friendly sites in search results. Responsive design that adapts to different screen sizes is now a basic requirement, not a premium feature.

    Site architecture affects both user experience and search engine crawling. Logical URL structures, internal linking strategies, and XML sitemaps help search engines understand and rank your content. Poor technical setup can undo months of content marketing and SEO efforts.

    Platform migrations require special expertise. Moving from WordPress to Shopify, or any platform change, involves technical challenges that can harm search rankings if handled incorrectly. Experienced designers plan redirects, preserve valuable content, and minimize SEO disruption during transitions.

    Look for Strategic Thinking

    Skilled web designers ask probing questions about your business before proposing solutions. They want to understand your revenue model, target customer demographics, competitive advantages, and primary conversion goals. This information shapes design decisions that support business objectives rather than just looking impressive.

    User journey mapping reveals sophisticated thinking. Designers who ask about your sales process, customer pain points, and desired user actions can create websites that guide visitors toward specific outcomes. Sites built without this understanding may win design awards but fail to generate business results.

    Content strategy discussions separate strategic designers from purely visual ones. They should ask who will create website copy, how frequently you plan to add new content, and what kind of content management capabilities you need. Sites launched without content plans often sit incomplete for months.

    Brand consistency questions show attention to detail and professional experience. Whether you have established brand guidelines or need help developing visual identity, good designers ensure your website aligns with other marketing materials and business goals.

    Establish Clear Communication Channels

    Project communication affects both timeline and final results. You should know who will manage your project day-to-day and how often you'll receive updates. Some agencies assign project managers while individual designers handle communication directly.

    Response time expectations prevent frustration and delays. Professional designers typically respond to emails within 24-48 hours during business days and provide estimated timelines for more complex questions or requests.

    Feedback processes should be clearly defined. Some designers prefer consolidated feedback via email, while others use project management tools or scheduled calls. Understanding their preferred communication style helps prevent miscommunication and project delays.

    Direct access to decision-makers speeds up project timelines. If your project requires approval from multiple stakeholders, ensure the designer understands your internal approval process and plans accordingly.

    Plan for Long-term Success

    Website launches mark the beginning of ongoing digital marketing efforts, not the end of web development work. Security updates, plugin maintenance, content additions, and performance optimizations require ongoing attention from technically competent professionals.

    Backup systems protect against disasters, hacking attempts, and accidental content deletion. Professional designers implement automated backup solutions and test restoration procedures before launching sites.

    Analytics setup enables data-driven improvements after launch. Google Analytics, conversion tracking, and other measurement tools should be configured during development rather than added as afterthoughts.

    Training and documentation help you manage routine content updates independently. Good designers provide guidance for adding blog posts, updating business information, and making minor content changes without requiring ongoing technical assistance.

    Making the Right Choice

    The best web designers combine technical skills with strategic thinking and clear communication. They ask thoughtful questions about your business, explain their process clearly, and provide realistic timelines and budgets for your project.

    Your website serves as a 24/7 sales representative that either builds confidence in your business or drives potential customers to competitors. The designer you choose will significantly impact your online success for years to come.

    Take time to evaluate portfolios thoroughly, ask detailed questions about processes and pricing, and ensure their approach matches your business goals. The right web designer becomes a valuable partner in growing your business rather than just a vendor who delivers a finished product.

    If you need help with your next website project, contact Garrett Digital. We'd be happy to discuss your needs and determine whether we're a good fit.

  • Best Practices for an E-Commerce Product Page That Converts

    Creating a successful e-commerce product page isn't just about listing items for sale—it's about crafting an experience that guides visitors toward making a purchase.

    Your product pages serve as virtual salespeople, working to showcase your offerings and convince shoppers to click the "Add to Cart" button. Effective product pages combine clear images, compelling descriptions, transparent pricing, and strategic calls to action that work together to reduce friction and boost conversion rates.

    Your product pages need to strike a balance between providing enough information for customers to make informed decisions while maintaining a clean, navigable design.

    High-quality visuals that show the product from multiple angles, detailed but scannable descriptions, and prominent pricing information help build shopper confidence. Adding social proof elements like reviews and ratings further strengthens trust, while mobile optimization ensures a seamless experience across all devices.

    Key Takeaways

    • Clear product images, compelling descriptions, and prominent calls to action directly impact conversion rates on product detail pages.

    • Strategic placement of pricing, availability information, and trust indicators reduces purchase hesitation and cart abandonment.

    • Mobile optimization and page load speed are critical factors that affect the overall shopping experience and SEO performance.

    Effective Page/Product Titles

    Product titles serve as your customer's first point of contact with your items. A well-structured title not only helps shoppers find what they need but also improves your visibility in search results.

    Optimizing Titles for SEO and Users

    Start with the most important information first. Follow a logical structure such as Brand, Product Line, Product, Key Features, and Differentiator. This hierarchy helps shoppers quickly identify what you're selling.

    For example, instead of "Blue Ergonomic Office Chair with Lumbar Support," use "Herman Miller Aeron Ergonomic Office Chair – Blue, with Lumbar Support."

    When possible, keep titles under 60-70 characters to ensure they display correctly on different devices and platforms. To save space, use numbers instead of spelling them out (e.g., "5-inch" rather than "five-inch").

    Test different title formats with small batches of products to see which performs better in terms of click-through rates and conversions.

    Incorporating Keywords Without Stuffing

    Include relevant keywords that shoppers actually use. Research common search terms for your product category using tools like Google Keyword Planner or by analyzing competitor listings.

    Place primary keywords near the beginning of the title where they have more weight for search algorithms. For instance:

    ✅ Wireless Bluetooth Headphones with Noise Cancellation"

    rather than

    ❌ Stylish Headphones with Wireless Bluetooth and Noise Cancellation."

    Avoid keyword stuffing, which can trigger penalties from search engines and marketplaces. This practice looks unprofessional:

    ❌ Headphones Wireless Headphones Bluetooth Headphones Noise Cancelling Headphones

    Instead, integrate keywords naturally:

    ✅ Sony WH-1000XM4 Wireless Bluetooth Noise-Cancelling Headphones

    Highlighting Unique Selling Points in Titles

    Emphasize what makes your product stand out from competitors. Include key specifications that matter most to buyers, such as size, material, or special features.

    Example for clothing: "Men's Waterproof Hiking Jacket – Breathable Gore-Tex, Packable"

    Example for electronics: "Samsung 55" 4K QLED Smart TV – 120Hz, HDR10+"

    Use power words sparingly to highlight benefits without sounding gimmicky. Words like "premium," "professional," or "durable" can add value when used honestly.

    For product variations, maintain consistency in your title structure while clearly identifying the differences. This will help customers compare options within your product line and improve your store's overall user experience.

    Helpful Product Descriptions

    Product descriptions can make or break your e-commerce sales. Well-crafted descriptions don't just inform customers about what you're selling—they persuade them to buy by speaking to their needs and desires.

    Focusing on Benefits and Features

    Start your product descriptions with benefits rather than features. Benefits explain how the product improves your customer's life, while features are just factual details.

    For example, instead of saying:

    ❌ Our mattress has memory foam technology,"

    Try:

    ✅ Wake up refreshed without back pain thanks to our supportive memory foam."

    Always answer the customer's unspoken question: "What's in it for me?"

    Connect features to outcomes. A waterproof watch isn't just waterproof—it lets customers swim, shower, and live actively without worry.

    Key benefit categories to highlight:

    • Time savings

    • Cost efficiency

    • Improved comfort

    • Better performance

    • Enhanced status

    Using Persuasive and Informative Language

    Choose words that create emotional connections. Sensory words like "silky," "crisp," or "robust" help customers imagine using your product.

    Avoid empty claims like "high-quality" or "best-in-class" without proof. Instead, provide specific details that demonstrate quality.

    Include social proof when possible. Brief mentions like "our bestselling design" or "customer favorite since 2020" add credibility.

    Use active voice for stronger, more direct statements.

    ❌ *Passive: *The fabric is made from organic cotton.

    ✅ *Active: *We craft each piece from organic cotton.

    Balance technical information with accessibility. Explain jargon when necessary.

    Formatting for Readability

    Break long descriptions into scannable chunks. Most online shoppers skim content before deciding to read thoroughly.

    Effective formatting techniques:

    • Bullet points for key features

    • Short paragraphs (1-3 sentences)

    • Bold text for important points

    • Descriptive subheadings

    • Adequate white space

    Include essential information early. Place critical details like sizes, materials, and compatibility information where customers can find them quickly.

    Consider mobile users when formatting. Even shorter paragraphs and more white space help mobile readers navigate your content.

    Use consistent formatting across all product descriptions to create a cohesive shopping experience.

    Showcasing High-Quality Product Images

    Product images directly influence buying decisions. Quality photos build trust and help customers understand exactly what they're purchasing before they click "buy."

    Choosing Optimal Image Resolution and Angles

    High-resolution images are essential for e-commerce success. Aim for at least 1000 x 1000 pixels to ensure clarity while maintaining reasonable loading times.

    Photograph products from multiple angles (front, back, sides, top) to give customers a complete view. For clothing and accessories, include both flat lay images and photos of models wearing the items. This helps customers visualize size and fit.

    Maintain consistent lighting across all product photos. Natural lighting works best for most products, but consider professional lighting equipment. A clean, white background helps products stand out and creates a professional appearance.

    Pro tip: Create a photography guide for your team to ensure consistency in all product images.

    Implementing Image SEO with Alt Text

    Alt text makes your images accessible and improves SEO. Write descriptive alt text for each image that naturally includes your target keywords.

    For example, instead of "blue-shirt.jpg," use "Men's Navy Blue Cotton Button-Down Shirt – Front View."

    Good alt text example:

    "Women's leather crossbody bag in burgundy with gold hardware, side view"

    Compress images before uploading to improve page load speed without sacrificing quality. Tools like TinyPNG or ImageOptim can reduce file size by up to 70% with no visible quality loss.

    Name your image files with descriptive, keyword-rich names separated by hyphens. This helps search engines understand your content better.

    Image Galleries and Zoom Features

    Implement an image gallery that allows customers to browse multiple photos without leaving the product page. Include 5-8 images per product showing different angles and details.

    Add zoom functionality so customers can examine product details closely. This is especially important for products with fine details, such as jewelry, electronics, or clothing textures.

    Consider adding 360-degree view options for complex products. This interactive feature lets customers rotate items to see them from all angles, reducing uncertainty about what they're buying.

    Include context images showing the product in use. For example, furniture should be displayed in a room setting, and kitchen gadgets should be displayed in action.

    Customer expectations: 83% of shoppers want to see at least three images before making a purchase decision.

    Clear Calls to Action

    Effective calls to action can make or break your e-commerce product page conversion rates. A well-designed CTA guides customers through the purchase journey with clear visual cues and strategic placement.

    Positioning of Add to Cart and Buy Buttons

    Place your primary CTA buttons where users naturally look. Research shows that the upper right area of product information and just below product descriptions are optimal locations.

    Whenever possible, keep your main CTAs (like "Add to Cart" and "Buy Now") above the fold. Users shouldn't need to scroll to find them.

    For mobile users, ensure buttons are easily reachable with thumbs, typically in the lower half of the screen but still visible without scrolling.

    Use a logical hierarchy. If you want customers to continue shopping, position "Add to Cart" before "Buy Now." If you're promoting immediate checkout, make "Buy Now" more prominent.

    Space your buttons appropriately to prevent accidental clicks. A Stanford study found that 24% of abandoned carts occurred due to misclicks on closely positioned buttons.

    Enhancing Button Visibility and Accessibility

    Use contrasting colors that stand out from your page background. Orange, green, and blue buttons typically perform well, but the most crucial factor is contrast with your site's color scheme.

    Keep button text simple and action-oriented. "Add to Cart" and "Buy Now" work better than vague phrases like "Continue" or "Next Step."

    Make buttons large enough to tap easily on mobile (at least 44×44 pixels according to accessibility guidelines). Research by Baymard Institute shows that undersized buttons can decrease conversion rates by up to 26%.

    Include visual feedback when buttons are clicked. A simple animation or color change confirms the user's action worked.

    Consider adding icons alongside text for improved comprehension. For example, a shopping cart icon next to "Add to Cart" reinforces the button's purpose.

    Test your CTAs with actual users. Button performance can vary significantly based on your specific audience and products.

    Transparent Pricing and Availability

    Transparent pricing and inventory information build trust with shoppers and reduce cart abandonment. When customers know exactly what they'll pay and when they'll receive their items, they're more likely to complete their purchase.

    Displaying Real-Time Stock Information

    Show current inventory status directly on your product pages. Use clear labels like "In Stock," "Low Stock (5 remaining)," or "Out of Stock" to set proper expectations.

    Consider these approaches:

    • Color-coded indicators (green for available, yellow for low stock, red for unavailable)

    • Progress bars showing inventory levels for popular items

    • "Back in stock" notification sign-ups for unavailable products

    Display stock levels for each product option with variations (sizes, colors). This prevents frustration when customers select a variant only to discover it's unavailable.

    Example placement: Below the product price but above the "Add to Cart" button

    Inventory transparency has real benefits. According to retail analytics firm ShopperTrak, shoppers are 12% more likely to purchase when they can see exact stock levels.

    Communicating Shipping Costs and Delivery Times

    Display shipping costs early in the shopping process. Hidden fees at checkout are the #1 reason for cart abandonment.

    Make this information easily accessible by:

    • Showing estimated delivery dates on the product page

    • Providing a shipping calculator that determines costs before checkout

    • Listing all shipping options with transparent pricing

    Include a simple shipping policy table that shows:

    Shipping MethodCostDelivery WindowOrder CutoffStandard$5.993-5 business days12 pm ESTExpress$12.991-2 business days12pm ESTFree shipping$05-7 business days2 pm EST

    Be upfront about any potential delays, international shipping restrictions, or extra fees. This transparency builds trust and reduces customer service inquiries about shipping status.

    Building Trust With Social Proof

    Social proof is a powerful tool that shows potential customers that others have trusted your products. When shoppers see that real people have had positive experiences with your store, they're more likely to make a purchase.

    Featuring Customer Reviews

    Customer reviews are one of the most effective forms of social proof for e-commerce sites. According to research, 93% of consumers say online reviews impact their purchasing decisions.

    To maximize the impact of reviews:

    • Display star ratings prominently near product names and images

    • Show the total number of reviews to establish popularity

    • Feature both positive and negative reviews for authenticity

    • Highlight specific product benefits mentioned by customers

    • Include a mix of detailed and brief reviews

    Make it easy to filter reviews by rating, date, or specific product features. This will help shoppers find relevant feedback quickly.

    Consider adding a verification badge to reviews from confirmed purchases. This small detail significantly increases trust in the authenticity of the feedback.

    User-Generated Content

    User-generated content (UGC) shows your products in real-world situations, creating authentic connections with potential buyers.

    Effective ways to integrate UGC include:

    • Creating a gallery of customer photos on product pages

    • Adding Instagram feeds that show your products in use

    • Featuring video testimonials from satisfied customers

    • Displaying "customers also bought" sections

    Encourage customers to share their experiences by offering small incentives like discounts on future purchases. A simple post-purchase email can remind buyers to share photos with your branded hashtag.

    For best results, ask permission before using customer content and always give credit. This practice not only builds trust but also creates a sense of community around your brand.

    Mobile Optimization

    Mobile shopping now accounts for over half of all e-commerce traffic. Creating a seamless mobile experience is crucial for converting browsers into buyers and reducing cart abandonment rates.

    Responsive Design Elements for Mobile

    Your product pages must adapt perfectly to all screen sizes. Use flexible images that resize properly without losing quality or requiring horizontal scrolling. Product photos should load quickly while maintaining clarity on smaller screens.

    Implement touch-friendly elements throughout your page. Buttons should be at least 44×44 pixels to prevent accidental clicks and frustration. Space clickable elements far enough apart to avoid "fat finger" errors.

    Color-coded indicators can help highlight important information, such as low stock levels or limited-time offers. These visual cues draw attention to key details that might drive purchase decisions.

    Simplify your navigation for mobile users. Organize products into clear categories that make sense on smaller screens. Consider implementing a sticky "Add to Cart" button that remains visible as users scroll through product details.

    Page Speed and Usability

    Mobile users expect fast-loading pages. Compress images and minimize HTTP requests to speed up your product pages. Each second of delay can increase your bounce rate by 20%.

    Enable lazy loading so content appears as users scroll rather than forcing them to wait for everything to load at once. This creates a smoother browsing experience even on slower connections.

    Streamline your checkout process specifically for mobile. Enable guest checkout options and use digital wallet integrations like Apple Pay or Google Pay to reduce friction at purchase.

    Test your forms on mobile devices. Ensure that the correct keyboard appears for each field (numeric for phone numbers, email keyboard for email addresses). Auto-fill capabilities save time and reduce errors.

    Remove unnecessary elements that clutter mobile screens. Focus on essential information like product specifications, pricing, and availability. Use expandable sections for additional details that some users might want.

    Rich Product Attributes

    Rich product attributes provide essential information that helps customers make informed purchasing decisions. Well-organized attributes reduce returns and increase conversion rates by clearly communicating what customers need to know about your products.

    Displaying Size, Color, and Variations

    When showcasing product variations, use visual selectors that update the main product image. For colors, display actual swatches rather than just text labels.

    Size options should include measurement guides with clear sizing charts. To improve customer confidence, consider adding a "Find Your Size" tool for apparel products.

    Highlight currently selected options to make variation selection intuitive. When a customer chooses a color, the product image should instantly update to match.

    Best Practice: Use consistent attribute organization across your entire catalog. If size comes before color on one product page, maintain this order throughout your store.

    Out-of-stock variations should remain visible but clearly marked as unavailable, with an option to receive restock notifications.

    Comparison Tables and Attribute Lists

    Organize technical specifications in scannable lists or tables rather than burying them in paragraphs. This format allows customers to find specific details they care about quickly.

    For complex products, create comparison tables that highlight differences between models or variations. This helps customers understand value differences at various price points.

    Key attributes to highlight:

    • Dimensions and weight

    • Materials and composition

    • Care instructions

    • Compatibility with other products

    • Warranty information

    Use icons alongside text descriptions to make attributes more visually scannable. For example, a water droplet icon next to "waterproof" creates instant visual recognition.

    Consider adding filtering capabilities based on these attributes, allowing customers to narrow options according to the features most important to them.

    Supporting Customer Decision-Making

    E-commerce product pages need to provide information that helps shoppers make confident buying decisions. When customers have access to all the details they need, they're more likely to complete their purchase without hesitation.

    Incorporating FAQs and Helpful Resources

    Adding a well-designed FAQ section to your product pages can address common customer concerns before they become obstacles to purchase. Research shows that 55% of shoppers abandon carts when their questions aren't answered quickly.

    Consider including:

    • Answers to common questions about size, fit, and compatibility

    • Video tutorials showing product use and features

    • Size charts with clear measurement guidelines

    • Comparison tables with similar products

    Placing FAQs strategically on the page—below the main product description but above reviews—makes them easily accessible without cluttering the main selling points.

    User-generated questions and answers are particularly valuable. They reflect real customer concerns and often use language that resonates with other shoppers.

    Providing Return and Warranty Information

    Clear return and warranty information builds trust and reduces purchase anxiety. In fact, 67% of shoppers check a retailer's return policy before making a purchase.

    Your return policy should include:

    • Return window (30 days, 60 days, etc.)

    • Condition requirements for returns

    • Who pays for return shipping

    • Process for initiating returns

    • Expected timeline for refunds

    Display this information using expandable sections or tabs to keep the page clean while making details accessible. Use simple, straightforward language rather than legal jargon.

    Highlight any competitive advantages in your policies, such as free return shipping or extended warranties, as these can differentiate your products from competitors.

    Leveraging Structured Data

    Structured data helps search engines better understand your product pages, leading to improved visibility and enhanced search results. When properly implemented, it can significantly boost your e-commerce conversion rates by making your products stand out in search results.

    Applying Schema Markup for Product Pages

    Product schema markup is essential for e-commerce websites. This code tells search engines specific details about your products that might not be obvious from the content alone.

    Key elements to include in your product schema:

    • Product name and description

    • Brand information

    • Price and currency

    • Availability status

    • Product images

    • SKU and identifiers

    • Rating and review information

    Implement schema using JSON-LD format, which Google prefers over microdata or RDFa. Place the code in the header or footer of your product pages.

    Test your implementation with Google's Rich Results Test tool to catch errors before they affect your visibility. Update your schema whenever product details change to maintain accuracy.

    Rich Snippets and Search Enhancements

    Rich snippets make your listings stand out in search results by displaying additional information directly in the SERP. They catch the eye and provide value before users even click.

    For e-commerce sites, focus on these rich result types:

    Rich Result TypeBenefitsProduct snippetsShows price, availability, and ratingsReview snippetsDisplays star ratings from customer reviewsPrice dropsHighlights discounted productsFAQ snippetsAnswers common product questions

    To maximize your chances of earning rich snippets, ensure complete and accurate structured data. Include all required properties and as many recommended properties as possible.

    Combine structured data with other SEO practices, such as quality content and fast page load times. Monitor your performance in Google Search Console to track which pages earn rich results.

    Accessibility Standards Compliance

    Making your e-commerce product pages accessible benefits all users and helps you comply with legal requirements. Accessible design improves user experience and expands your customer base to include people with disabilities.

    Alt Text and Keyboard Navigation

    Alt text for product images is essential for visually impaired shoppers who use screen readers. Write descriptive alt text that conveys what the image shows, including key product features and colors.

    Example of good alt text:

    alt="Men's medium-wash denim jacket with brass buttons and two front pockets"

    Keyboard navigation allows users with motor disabilities to browse your site without a mouse. Ensure all interactive elements are keyboard-accessible by:

    • Using proper tab order, following the visual flow of the page

    • Making buttons and links clearly show when they receive focus

    • Providing skip navigation links to help users bypass repetitive elements

    Test your product pages using only a keyboard to identify navigation barriers.

    WCAG Guidelines

    The Web Content Accessibility Guidelines (WCAG) provide standards for making websites accessible. For e-commerce product pages, focus on these key requirements:

    • Color contrast – Maintain at least 4.5:1 contrast ratio between text and background

    • Form accessibility – Label all form fields clearly and provide error messages

    • Text resizing – Ensure content remains functional when zoomed to 200%

    • Descriptive links – Use link text that makes sense out of context instead of "click here"

    Many accessibility issues can be found using automated tools like WAVE or Axe, but manual testing with screen readers is also necessary.

    Implementing these guidelines not only helps meet ADA compliance requirements but also improves usability for all customers, potentially increasing conversion rates on your product pages.

    Analyzing Performance and Conversion Data

    Understanding how visitors interact with your product pages helps you make smart improvements. Data shows you what works and what needs fixing so you can increase sales without guessing.

    Using Analytics to Track User Behavior

    Set up Google Analytics to track key metrics on your product pages. To understand engagement levels, focus on bounce rate, time on page, and exit rate. Higher bounce rates often signal problems with page design or content relevance.

    Heat maps reveal exactly where visitors click and how far they scroll. This visual data helps you place essential elements like "Add to Cart" buttons where users naturally look.

    Track the conversion funnel to identify where potential customers drop off. Pay special attention to:

    • Cart abandonment rates

    • Click-through rates on product images

    • Time spent viewing product descriptions

    Look for patterns in user behavior across different devices. Mobile users often show different browsing patterns than desktop visitors, requiring specific optimizations.

    A/B Testing Product Page Elements

    Create multiple versions of your product pages to determine which elements drive more conversions. Test one element at a time for clear results.

    Elements worth testing include:

    • Product image size and placement

    • Call-to-action button colors and text

    • Price display options

    • Product description length and style

    Start with high-impact elements like product images and CTA buttons. These typically affect conversion rates most dramatically. Set clear success metrics before beginning any test.

    Allow tests to run until you reach statistical significance—usually at least 1-2 weeks, depending on traffic volume. Implement winning versions immediately, but continue testing other elements.

    Document all test results, even failures. This builds a valuable knowledge base of what works for your specific audience and products.

    Continuously Improving Product Pages

    Creating effective product pages isn't a one-time task. It requires ongoing attention and refinement based on customer behavior and market trends.

    Start by analyzing your website data regularly. Look at metrics like bounce rates, time on page, and conversion rates to identify which product pages need improvement.

    A/B testing is a powerful method for improving. Test different elements, such as product descriptions, image layouts, or call-to-action buttons, to see what works best with your audience.

    Key areas to test and improve:

    • Image quality and quantity

    • Product description clarity and length

    • Page loading speed

    • Call-to-action button placement

    • Customer review displays

    Collect customer feedback directly. Use short surveys or feedback forms to understand what information shoppers find helpful or confusing on your Product Page UX.

    Keep an eye on your competitors. What new features are they adding to their product pages? How can you implement similar ideas but make them better?

    Mobile optimization should be an ongoing priority. As more shoppers use phones for purchasing, regularly test how your product pages look and function on different mobile devices.

    Seasonal updates can boost sales. Refresh product pages with relevant seasonal information, such as holiday gift guides or summer essentials collections.

    Remember that SEO requirements change over time. Update your product pages with fresh content and new features to maintain organic search rankings.

    Looking for help optimizing your e-commerce product pages? Learn about our e-commerce SEO services.

  • Inclusive Language for Better Websites & Marketing

    Someone visits your website, curious about what you offer. But a single word or phrase makes them feel excluded. They leave, and you lose a customer you never knew you had. It happens more often than most businesses realize.

    Inclusive language isn’t about being trendy. It’s about respect, clarity, and growth. It can help your site perform better, reduce friction, and show your audience you actually see them.

    Inclusive language means choosing words that welcome everyone, regardless of background, identity, or ability. When people feel recognized and respected, they stay longer, engage more, and are more likely to become customers. Studies show that modern audiences expect brands to reflect inclusive values.

    This guide explains how inclusive language can benefit your website and marketing, what to look for, and what small changes can make a big difference.

    Inclusive Language on Websites

    Using inclusive language on your website helps more people feel welcome. That means they’re more likely to stay, explore, and convert.

    Improved User Experience

    Visitors who see themselves in your content feel more comfortable and more likely to engage. This starts with the small details.

    Think about your forms. A title field that only includes “Mr.” or “Mrs.” leaves out people who don’t identify with those labels. A better form adds options like “Mx.”, which ensures non-binary people are included.

    Clear, straightforward language also matters. Instead of “leverage our proprietary solution,” say “use our tool.” This helps people with varying reading abilities, non-native English speakers, and busy visitors scanning your content.

    Increased Engagement and Lower Bounce Rates

    People leave websites quickly when the language feels unfamiliar, exclusive, or overly technical. That can happen in just a few words.

    Consider these performance improvements linked to more inclusive language:

    • 16% lower bounce rates

    • 22% longer session durations

    • 14% more engagement on pages with gender-neutral wording

    This isn’t theoretical—these numbers reflect real behavior. The clearer and more inclusive your language, the more likely someone is to stick around and take action.

    Specific Website Examples

    Slack explains features in plain language. Instead of using technical terms, it says things like “channels are where conversations happen.”

    Microsoft includes an accessibility menu that adjusts the user experience. The copy emphasizes capabilities, not limitations, with phrases like “designed for you.”

    These changes are subtle, but they show users that someone thought about their experience.

    Inclusive Language in Marketing

    Inclusive marketing connects with more people and builds longer-lasting relationships. It also helps you avoid unintentional damage that alienates part of your audience.

    Making Marketing More Inclusive

    Words shape perception. They can welcome people in or push them out.

    Examples of simple language shifts:

    • Say “everyone” instead of “you guys.”

    • Use “they” instead of assuming gender.

    • Describe products with accessibility in mind, not just for a single type of user.

    Conversion gains can be substantial:

    • Gender-neutral CTAs lead to higher click-through rates.

    • Removing age or ability assumptions broadens appeal.

    • Inclusive product descriptions convert better across diverse segments.

    These aren’t theoretical gains—brands that embrace inclusive language often see 10–30% higher conversions in audiences they previously overlooked.

    Stronger Brand Loyalty

    People stick with brands that make them feel seen. Inclusive language builds trust.

    That trust leads to:

    • More repeat business

    • Positive word-of-mouth

    • Stronger reviews and referrals

    In a recent survey, 64% of consumers said they’re more likely to trust brands that show commitment to diversity in their marketing.

    The language you use is part of that commitment.

    Avoiding Damage Control

    One poorly worded ad or email can go viral for the wrong reasons. Social media magnifies missteps. In some cases, a single phrase can lead to:

    • Lost revenue

    • PR crises

    • Damaged employee morale

    • Months of recovery

    Simple prevention steps:

    • Review content with diverse team members.

    • Run the language through a style guide or checklist.

    • Ask: “Who might feel left out or misrepresented by this?”

    A second read with empathy can make your brand inclusive to all.

    Inclusive Marketing Examples

    • Emails: Replace “Dear Sir/Madam” with “Hello” or “Hi there.”

    • Social ads: Say “Parents and caregivers” instead of “Moms.”

    • Product descriptions: Say “Easy to use” instead of “Even Grandma can use it.”

    • Visuals: Use imagery that reflects real-world diversity in age, race, ability, and body type.

    • Seasonal promos: “Holiday Sale” is more inclusive than “Christmas Sale.”

    These changes don’t weaken your message. They make it stronger and more relatable.

    Language Pitfalls to Avoid

    Here are the most common areas where websites and marketing often fall short—and what to do instead.

    Gendered Language

    Instead of:

    • “Businessmen will love our service.”

    • “Salesmen are available now.”

    • “Man-hours required”

    Use:

    • “Business professionals”

    • “Our sales team”

    • “Work hours required”

    Use “they” instead of “he/she” when writing general instructions.

    Ability-Based Language

    Avoid:

    • “Handicapped section”

    • “Suffers from” or “afflicted with”

    • Using mental health terms casually: “That’s crazy,” “So OCD”

    Use:

    • “Accessible section”

    • “Person with [condition]”

    • Specific, respectful alternatives: “Detailed,” “unexpected,” “inconsistent”

    Never use medical conditions as metaphors or exaggerations.

    Age and Financial Assumptions

    Avoid:

    • “Silver surfers,” “digital natives”

    • “Everyone can afford this.”

    Use:

    • “Older adults,” “tech-comfortable users”

    • “Starting at $X,” “Flexible pricing available”

    Avoid implying that “basic” or “entry-level” means lower value.

    Cultural References and Idioms

    Avoid:

    • “Knocked it out of the park.”

    • “As American as apple pie”

    • Religious phrases like “a blessing in disguise”

    Replace with clear alternatives:

    • “Exceeded expectations”

    • “Widely recognized”

    • “An unexpected benefit”

    Not everyone shares the same cultural touchpoints—keep your language easy to interpret.

    Jargon and Acronyms

    Avoid:

    • Industry jargon without explanation

    • Acronyms like CTA or ROI with no context

    Use:

    • “Call to Action (CTA)” or “Return on Investment (ROI)” on first mention

    • Brief explanations or tooltips when needed

    Your expertise shouldn’t come at the cost of clarity.

    Person-First vs. Identity-First

    Some communities prefer person-first language. Others don’t.

    • Person-first: “person with autism,” “person with a disability”

    • Identity-first: “Autistic person,” “Deaf person”

    The best option? Learn from the community, ask when possible, and stay open to feedback.

    How to Start Using Inclusive Language

    Here are practical steps to start improving your site and marketing language today.

    Run a Language Audit

    Review your:

    • Website pages

    • Emails and newsletters

    • Forms and surveys

    • Marketing campaigns

    Look for outdated or exclusionary language, and track your changes. Don’t forget your visual content—photos and illustrations send messages too.

    Create an Internal Style Guide

    Make a short, shareable reference doc that includes:

    • Terms to use and avoid

    • Sample rewrites

    • Brief explanations of why it matters

    It doesn’t need to be long. Two to three pages is plenty to get your team aligned.

    Ask for Feedback

    Even with good intentions, you’ll miss things. Bring in people from different backgrounds—customers, colleagues, or consultants—and ask them what they notice.

    Pay attention to recurring suggestions. Compensate contributors for their time if appropriate.

    Keep Learning

    Language evolves. What’s inclusive today might shift tomorrow. Subscribe to accessibility or DEI newsletters. Follow people who speak from lived experience.

    Encourage your team to share what they learn. Normalize feedback. If something isn’t working, fix it without defensiveness.

    Your Words Shape Your Brand

    The language you use on your website and in your marketing materials speaks louder than your logo or tagline. When your words are respectful, accessible, and inclusive, people notice—and they come back.

    Inclusive language helps your message reach more people, builds trust, and creates a brand that feels approachable instead of distant.

    You don’t need to be perfect; you just need to be thoughtful. Start small, keep going, and keep listening.

    Are you building a new website or refreshing your content? Garrett Digital helps you choose the right words so your message reaches everyone. Contact us to start the conversation.

    Learn More

  • URL Naming: Best Practices for WordPress, Shopify or Any CMS

    Good URLs are like street signs. They tell users where they are, where they’re going, and what to expect. If you’re building or managing a website—whether on WordPress, Shopify, or another system—it’s worth getting your URLs right from the start.

    This post covers clear, practical guidelines for naming URLs in a way that improves user experience, supports your SEO efforts, and saves you from headaches later.

    Use All Lowercase for URLs

    The best URLs are short, descriptive, and all lowercase.

    Why lowercase? Because some content management systems—and many servers—treat uppercase and lowercase letters as different URLs. That can lead to broken links, confusion, and duplicate content.

    Examples:

    • Good: yourdomain.com/about-us

    • Avoid: yourdomain.com/About-Us

    If you’re printing URLs on flyers, business cards, or sending them in email campaigns, lowercase is more straightforward and easier to type. Ask your web developer to set this up if your CMS doesn’t automatically convert URLs to lowercase.

    Keep It Short and Descriptive

    A good URL describes the page's content in a few words. It should be easy to say out loud or type by hand.

    Example:

    • Good: yourdomain.com/services/web-design

    • Avoid: yourdomain.com/our-services/website-build-and-design-services

    Stick to 3–5 words if possible. Use hyphens between words, not underscores or spaces. Avoid dates, extra words like “and” or “the,” and anything you wouldn’t want to update later.

    Think Ahead: Aim for Evergreen URLs

    An evergreen URL does not need to change, even if your content evolves. That’s the ideal.

    Changing URLs down the road can lead to broken links and lost traffic. Yes, you can set up 301 URL redirects to point the old link to the new one—but it’s better to avoid that if possible.

    How to plan for longevity:

    • Skip the year in blog URLs (/2024/seo-tips) unless it's truly time-sensitive

    • Choose product or service URLs that won’t need to change if the name of the product or service evolves slightly

    • Don’t include temporary promotions or event details in the core page URL

    Ask yourself: “Will this URL still make sense 2–3 years from now?”

    URL Hierarchy

    The structure of your URLs affects how people and search engines understand your site.

    If you have a page like yourdomain.com/services, and under that, yourdomain.com/services/seo, then changing “services” later means the whole section breaks unless you update all child pages and set up redirects.

    So it’s essential to:

    • Choose top-level folder names carefully (like /services, /blog, or /shop)

    • Only nest pages under a parent if the parent topic truly applies to every child

    • Avoid unnecessary nesting. Deeper URLs like yourdomain.com/services/marketing/seo/advanced-audits are more complicated to manage and read.

    In WordPress, assigning a parent page will include it in the URL. The hierarchy on Shopify and other platforms is visual but not always visible in the URL. Know how your CMS handles this before planning your structure.

    Avoid Dynamic URLs (When Possible)

    Dynamic URLs—ones with ?, =, and other special characters can be common in e-commerce and filtering systems. However, they can be hard to read and share, and sometimes confusing to search engines.

    Example:

    • Good: yourdomain.com/shoes/sale

    • Avoid: yourdomain.com/products.aspx?id=3&type=shoes&type=sale

    If your site relies on dynamic URLs (especially in e-commerce, search, or apps), work with your developer to simplify them or use canonical tags to avoid duplicate content issues.

    Set Guidelines for Larger Teams

    You can apply these tips yourself if you’re the only one managing content. But if you work with a team, it’s worth having a few rules written down:

    • All URLs should be lowercase and use hyphens

    • Use clear, descriptive words—no random numbers or codes

    • Try to avoid repetitive URLs, if you already have /news/releases in your URL, you can avoid naming the News Releases page news-releases, which would end up like this /news/news-releases/

    • Avoid changing existing URLs without planning for redirects

    • Run URL ideas by an expert before launch

    This lightweight governance prevents future issues and makes your site easier to manage. If you are on a larger team, you may wish to work with your web developer to establish rules and checks in your content management or e-commerce system.

    Good URL Naming Checklist

    Think of your URLs as part of your site’s public face. They should be easy to read and explain.

    Here’s a quick checklist:

    • Use lowercase letters

    • Separate words with hyphens

    • Keep them short and descriptive

    • Avoid dynamic parameters when possible

    • Plan for longevity

    • Use a clean hierarchy only when it adds value, and the content is structured as part of that hierarchy

    Need Help Building Your Website?

    Garrett Digital designs and builds websites with these best practices in mind. Whether you're launching a new site or want to clean up an existing one, we'll help you create a clear, future-proof, and SEO-friendly structure. Contact us to learn more.