Designing Conversations
A website is for search visitors. By better understanding what those people want, we create better-performing content.
How we organise the content has way more impact than we think. Topic hubs maximise website potential by engaging search visitors with what interests them most. They allow your biggest subjects more room to develop and give more depth.
Your ideas have more impact when they are on topic.
Ideas you won’t find anywhere else
Driven by research and analysis of your own website audiences. We understand those better than anyone.
Search analysis for existing teams
Discovery and Consultancy Services
- Keyword Extraction & Audience Analysis
- Topic and Niche Mapping
- Content Architecture & Planning
Design & development services as needed.
Content Design & Development
- Topic Hub Content Design
- Performant Site Development
- Website Hub Tech
Hang your content together in a way that makes more sense for visitors.
Sales and Marketing is a team game.
We are rarely “all things to all people”, but we have insights to share. We support clients and partners in projects, respect existing relationships and separate services as needed. Most conventional websites in the world are too small for our visitors.
There is a lot to do, lets collaborate.
Topic Hub Benefits
- Sell more with existing website content
- Spot content gaps in your business proposition
- Get more space to link your big ideas
- Attract more clicks with topic completion
- Make progression easier to navigate
- Pages convert more when together
Be On Topic
Surround visitors with what most interests them for best results
Website visitors start the conversation, there is one topic in every search.
Their topic is what the conversation is about. When we build content for the topic keyword market, the market finds it more acceptable more often.
Product Keyword Market Fit, by being relevant and responding to them, we can improve performance immeasurably. You get the point.
Topic Hubs Restore Performance
Since the Google Flip, we get earlier-stage clicks. Our opportunity to engage earlier in the sale, when minds are more open, is now a necessity.
If we want to start more conversations, then how about we stay on topic?
Transform website messaging
Our message, positioning and business case are more specific to the visitor interest and get more traction.
Granular Pages for Different Stages
- Visitor’s Buying Journey: Visitors go through different decision-making stages along their buying journey..
- Tailored Messaging: The same prospects at different stages want specific messaging. Separating content by stage enhances visitor engagement.
- Non-Linear: We understand that the buyer’s journey is not always linear. Ergo, topic content should be navigable. More like snakes and ladders than a funnel.
- Human Condition: This is not new, The decision process is inherent to human behaviour, reflected in the marketing funnel. We are building around human beings which happens to be good for search engines, but also every other channel.
Decision-Level Content
Visitors are purposeful, currently in the market, and making a number of different decisions.
The topic hub concept is based on ‘decision-level content’.
Stages of the Buyer’s Journey, matching search intent, a decision timeline
- Information: What is a topic hub? Should I be interested?
- Problem/Motivation: Why most websites don’t work. Why a change in approach is needed
- Opportunity/Inspiration: Benefits of being on topic with search visitors, should you do it?
- Solution/Category Stage: Strategy and how to choose what to do next
- Process: Guides on how to plan and develop topic hubs
- Services / Types: What we do for you
- Products / Types: Packages
- Provider: Why work with us
Broken Down Keywords
- Topic Words: Central to the visitor’s primary interest.
- Sales and Marketing Timeline Words: Reflecting different stages of the buyer’s journey.
- Niche Audience Words: Specific to industry, role, location, budget, etc.
Niche Audience Strategy
- Industry Hubs: Adapting the topic hub concept and developing a content structure to include the ‘additional’ industry words and emphasising relevancy to these audiences.
- Role Hubs: Creating role-specific hubs has improved conversion by personalising messaging and the business case.
- Location and other niches: The words ‘most interesting’ to the visitor are ‘about them’ panels in topic hubs?
- Relevance: Develop hub content around niche audience words in search to enhance attraction and especially conversion. This can range from word panels in pages to full niche hubs..
Interest Levels
- Category or Umbrella Terms: Broad interest (e.g., Dairy, or Software).
- Topic or Niche: Specific topics (e.g., Cheese, or SaaS).
- Types: Detailed subcategories (e.g., Cheddar, or Subscription).
The more specific the search, the closer to buying, the higher the conversion rates and the likely positive ROI on the search.
Content Structuring Process
- Decide which topic holds the greatest current potential in the shortest time – most likely to succeed.
- Map out the topic
- Create a content plan
This topic hub structured approach ensures clarity and relevance, aligning content with visitors’ conversations and decision-making stages. You do more business.
The way we process keywords is completely different.
When dealing with topics, the whole audience is ‘in play’. Any single keyword will be interested in all the content. Volumes are immaterial; we are holistic, and it is the topic and niche audience that matters.
Websites work better when organised.
I imagine a future where websites are commonly built to serve visitors instead of the organisation they represent. Being in service IS in the interests of your business.
Topics and niche audience content reduce visitors’ cognitive load, increase comprehension and ease the work that search engines have to do to make sense of the ‘world’s information’.
It’s good for business.
