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How to Write an About Page for your Website that Makes an Impact

Bold & Pop : How to Write an About Page for your Website that Makes an Impact

Raise your hand if you’ve settled on the about page of your website or put off redoing it because… well, it is hard AF to write about yourself sometimes! Girl, we have been there. Here’s the thing though, your about page is SO dang important -- even more so if you’re a service-based business. Not only is it where you showcase why you’re credible and more info on your business but it’s a place where you can really highlight your personality and why people would want to work with you. And spoiler, people want to work with people who they feel like they have a connection with! Tackling our own about page was on our to-do list this year, so now that we got it done (and survived) I’m spilling tips to help you crush yours too!

Your tone of voice is everything!

Your about page should speak to your target audience. Plain and simple! This page is literally dedicated to telling others who the heck you are, what you do, and whyyy they should be banging on your door to work with you. So before you do anythingggg and start nailing down the nitty gritty of what you want to include, you need to sit down and think about who the heck you’re talking to.

If you work with fun, outgoing go-getting women then make sure your copy reflects that! You’re not going to catch their eye by writing a blah boring bio… snoozefest. Instead, consider writing catchy fun headlines that will draw them in and make it more conversational like you were new friends getting to know each other over some coffee. Kind of like how I’m doing in this blog post! On the flip side, if you work with larger corporations or in an industry that is a little more formal, then writing punchy, fun copy probably isn’t going to cut it. Know your people and make sure your tone matches what they’re looking for! And if you don’t know who your people are yet, because you’re just getting started, then write for who you want your people to be! When we started Bold & Pop we knew our brand was going to be bright, colorful and happy! And while we work with clients with all sorts of design styles, one thing we wanted to make sure shined through is that we’re fun and positive women who just want to support our clients — so you’ll notice our copy reflects that!

Hash out the details

While your tone of voice is actually going to be what draws people in, you also need to make sure your page actually has some meat! When Mallory and I were working on our about page revamp we did an outline of different things we wanted to highlight including different facts, like how long we’ve been working in the industry, types of clients we’ve represented, where we went to college, press outlets we’ve been featured in — all of that legit credibility stuff. We also thought about some different fun traits about our personalities that we wanted to highlight too. Like I mentioned, your about page is somewhere for people to get to know you and start to feel a connection with you — before they actually know you. So think about this, every detail you provide is another chance for you to be relatable (or just interesting) to others. Oh you’re big into country music? ME TOO! You went to college in Oregon? I love Oregon.. Now of course you don’t have to list everyyy detail about yourself but ones that make sense to highlight open up those touch points for others to connect on.

Break things up

On top of outlining some of the key details, another helpful tip is to think about how you want it structured. There’s no wrong or right way to do this, but we knew we wanted to section out different parts of the things we wanted to touch on. Plus, with people’s attention spans forever decreasing, breaking sections up with graphics and/or photos will make the user-experience a lot better. You want to give people lots of good info, but you also don’t want them to feel like they’re reading a novel on your life. By breaking things up, you can still include lots of details without it feeling overwhelming.

I recommend doing this by starting with the content sections you want to include and think about fun ways you could highlight some differently. For example, we knew we wanted to have an introduction that let people know who we were and a high-level background of our experience so that they knew exactly what we did if that’s as far as they read. From there, we then wanted to include our Co-founder story of how we met and started working together because it’s kind of a funny story, and then we went into our individual bios, then after that we decided we just wanted to have another fun section with more personal details on our personalities. To break things up but also be able to cram in a lot of metrics about our Bold & Pop careers, we created a ticker animation feature that showcased some of those metrics without having it in paragraph form. We also added a slider image with photos/graphics to highlight some of our personal interests to break things up a bit.

Writing an effective about page is all about connecting with your audience, highlighting why you are as awesome as you are, and make the experience of doing both one that is easy and enjoyable! Hopefully you’ve found these tips helpful. Feel free to pop over to ours to see the final product and as always drop any questions/comments you have below!

P.S. Exciting news! We launched the free #GoingBold Facebook Group and would love for you to join us! Come on over!

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How to Optimize your Squarespace Ecommerce Website

Bold & Pop : How to Optimize your Squarespace Ecommerce Website

It’s no secret we’re HUGE fans of Squarespace and we’ve shared everything from how to choose a template, why the Brine family is our favorite template, various coding for customization andddd how to set your SEO up properly. The one big piece of Squarespace we haven’t talked too much about is their ecommerce functionality but Squarespace has been upping their game when it comes to this. Along with having a secure and easy checkout with a great shop design, there are a few lesser known features that you’ll want to make the most of if you have an ecommerce site. These are focused on helping you increase conversions in an easy way (literally you just have to enable a few things!).

Bold & Pop : How to Optimize your Squarespace Ecommerce Website

Image Zoom

Pretty standard on most ecommerce platforms but you definitely want to have this enabled! It allows customers to get a closer view of the product they’re interested in which can be the difference in making a sale or them walking away. If you enable this, make sure you have high quality images so they’re crisp and clean on zoom.

If you don’t have this enabled, head to the Design > Site Styles > Products: Image Zoom and make sure you enable it. You can also adjust how much it zooms in to fit your preferences!

Alternate Image

You can also enable an alternate image to show on your main shop page. This is great if you have a product that comes in different colors or has details on different sides you’d like the show off. Basically if a customer comes to your shop and they hover over a product, the main image will switch out with the alternate so they get to see both! This encourages them to click through to the product listing to learn more (and hopefully purchase!).

To enable this, go to your Site Styles. It may simply be clicking to enable the alternate image option or it might be under Item Hover Behavior which you’d then change to Show Alternate Image.

Quick View

Enabling quick view is an awesome way to provide customers with more product info without having to fulling click into the product listing. This also allows them to purchase right from the main shop page!

You can enable this in Site Styles as well!

Free Shipping

A lot of our ecommerce clients provide free shipping (customers do love to have free anything!) but it can get a tad tricky on Squarespace. They do allow an easy to enable automatic free shipping option but only on their advanced commerce plan (this plan also provides abandoned cart notifications too!).

The problem is this plan doesn’t always make sense for everyone so if you want to provide free shipping for customers on the basic commerce plan, you can either provide customers with a coupon code or our recommendation would be to set up a flat rate shipping option in the backend of Squarespace and simply make it $0. #SquarespaceHack FTW

Add a carousel summary block to Additional Info

Related Products

Unfortunately this is one area that is still lacking a bit for Squarespace, BUT we have a hack to help you still add related products!

Choose your shop page in the Content tab to popular with products

Chances are you’ll add products and use categories in your product listing to sort them for customers (and if not, you definitely need to categorize your products for this). What you need to do is, go to the backend of your shop page and click into a product to edit. Click the tab on the product page that says Additional Info. Once you’re in that section, you’ll want to insert a summary block (we recommend a carousel layout). Once inserted, you’ll have to choose the content you want to populate the summary block with. Choose your shop page and then you can change the layout to your liking (we suggest changing the Header from “Featured” to “Products You May Also Like” or something along those lines).

You can save as is here or you can go to the Display tab and sort the products shown by category or even tags. It will really depend on your product but if you sell shirts, you might not want to display all shirts as related products. You might want to help customers complete their outfit so maybe you sort by tags instead. For example, if you have a summer collection, you might want the related products to be sorted by the tag Summer Collection.

Along with these awesome features…

Squarespace also offers some really amazing other ecommerce features you’ll want to know about including:

  • Inventory management with notifications on when you’re running low on an item (you can set what level you want this reminder at!)

  • Subscription option available so you can sell a monthly, yearly, etc. subscription

  • Variants so you can add different colors, sizes, etc. all under one product listing

  • Easy drag and drop merchandising so you can have your product listed in the exact order you want

  • Abandoned cart recovery with automatic emails sent to customers to remind them they left something behind

  • Multiple payment options so you can enable them all and give customers a choice or you can choose which one works best for your store

  • Built-in analytics so you can track your sales and any other important pieces of information to make the most of your shop and marketing efforts

And there you have it, some lesser known features you can use to really amp up your ecommerce site to help boost those conversions!

P.S. Exciting news! We launched the free #GoingBold Facebook Group and would love for you to join us! Come on over!

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SEO Setup Guide for Your Squarespace Website

Bold & Pop : SEO Setup Guide for Your Squarespace Website

One common misconception of Squarespace is that it’s not good for SEO (search engine optimization). That’s a big ol’ lie. You just have to know how to optimize your site properly, just like with any platform! We know SEO can be a complicated topic and really confusing so we’re giving you a step-by-step guide to help you optimize your site so you can rank higher and higher on search engines pre- and post-launch!

Backend Setup

There are several things to update in the settings area on the backend of your Squarespace website prior to launching (if you've launched and haven't done this, don't worry! You can still go in and update now). This includes:

  • Your Business Name

  • Site Description

  • Search Engine Description

  • SSL Certificate

  • Page Titles and SEO Descriptions

Business Name: Chances are you have a logo that you’ll be using on your website but you also want to fill out your Business Name under the business information. If you do have a logo, you’ll want to also consider adding some keywords after your business name. Because you have a logo, these won’t show up on the actual website but it still gives search engines some keywords to crawl right in your website name.

You can edit your business name by going to Settings > Business Information > Business Name

Example: Bold & Pop | Social Media, PR, Branding and Website Design

Site Description: Depending on your template, this may or may not show up on the website but this is a great place to give a succinct overview of what your brand offers. Make sure you include the essential keywords in this section.

You can edit this by going to Settings > Basic Information > Site Description

Search Engine Description: This description is what is used in the search results of search engines like Google. In one or two short sentences, describe your business here. (You can also use the same description as the site description to make life a little easier.) Again, make sure to include essential keywords so these are front and center for search engines to crawl. 

You can edit this by going to Settings > SEO > Search Engine Description

SSL Certificate: Google has announced that SSL-secured websites may receive a minor ranking boost so you want to make sure you have this enabled. Luckily, Squarespace makes this insanely easy and offers free SSL certificates for all Squarespace domains and third-party domains connected to a site.

To make sure this is enabled, go to Settings > Security & SSL > Choose Secure option

Page/SEO Titles and SEO Descriptions: Every single page on your site now allows you to update the SEO titles, page titles, navigation titles and page descriptions. Here’s how these break down:

Bold & Pop : SEO Setup Guide for Your Squarespace Website
  • SEO titles: These appear in search results and are indexed by search engines.

  • Page titles: These are only available on some templates but these can be longer than navigation titles. If there's no SEO title, the page title displays in search results instead.

  • Navigation titles: These are the titles that show up in your navigation. It's best to keep these short, like "About" or "Contact."

  • SEO Descriptions: Similar to your overall site description and search engine description but these are specific for each page on your site. These will display under the corresponding page in search results so make sure to keep these short, relevant, and descriptive.

You can find page titles and descriptions under each page’s settings (pictured above).

Headers

If you didn’t know, Squarespace produces pages with clean HTML markup that is indexable by search engines. This means there’s no need to add <h1> and <h2> tags in HTML. All you have to do is select a Heading style, and those tags are created for you.

Most of the time you’re going to use these Heading styles to highlight your key points on your website and these should include keywords. These headers are prioritized as important pieces of information (in order of Header 1, Header 2, Header 3, and then body text) when search engines crawl your website so you can see why having keywords in these is so important.

Pro tip: If you have a blog, your blog titles are categorized as Header 1 so make sure those are descriptive and include keywords!

Bold & Pop : SEO Setup Guide for Your Squarespace Website

Image Filenames

In Squarespace, images contain proper <alt> and <title> tags, improving search engine indexing. All meta tags for pages and <link> tags for RSS feeds are automatically generated in Squarespace and image descriptions are converted to <alt> tags. Because of this, you need to make sure you give every image on your website a filename.

You can find this right under where you upload the image. It says it’s an option which means it’s often overlooked but SO important for SEO. As with everything else, you want to make sure you include keywords but make sure the filename also provides an accurate description of what the image is (this pops up if the images doesn’t load).

We like to structure our filenames as Company Name :: Keywords/Description

Unlike most of these other SEO tips, this is something you may need to continue to do on a regular basis. If you decide to change an image or add a new one, you need to rename or name those images each time. This is especially important if you have a blog or shop that you update regularly.

Pro tip: This is also the text that is pulled if someone pins an image or graphic from your website to Pinterest! 

Connect to Google Analytics

So how in the world do you know which keywords to optimize? Good news is you can connect your site to Google Analytics and it will pull in the search terms people actually use to find your website!

This will be really important for your ongoing SEO strategy so we highly recommend doing this and checking the keywords on a monthly basis in your Squarespace Analytics.

If you need help connecting your Google Analytics, here’s a guide.

Submit Sitemap to Google

The great news on this piece is Squarespace automatically generates and links a proper sitemap.xml, which enumerates every URL and image metadata on your site with proper priority for perfect indexing even if you use a Javascript-heavy template.

So while Squarespace does this automatically for you, you still need to submit your sitemap and verify your website with Google. Luckily, this is also super easy and Squarespace provides a step-by-step guide.

  • How to verify your site with Google Search Console

  • Once you verify your site, you can click the option to submit a sitemap. Basically your sitemap can be found at http://www.yourdomain.com/sitemap.xml. So just enter the sitemap.xml into the space provided and submit!

And there you have it! A lot of little steps but all very easy and doable to help boost your SEO. If you want to learn more about the other built-in SEO features Squarespace offers, check out their overview.

Pro tip for ongoing SEO:

While taking care of all of these backend SEO pieces prior to launch is always a top priority for us, we also always suggest adding a blog and updating it regularly. This gives search engines fresh content to crawl on a regular basis. Trust us, this is not an opportunity you want to miss out on. Consistently blogging has probably been one of the biggest pieces to boosting our SEO.

If you decide to add a blog or if you already have one, there are plenty of steps to take to make sure your blog post is in tiptop shape before you hit publish. Luckily, we have a whole checklist for you in our content upgrade library! Sign up here or below to get access with our super duper top secret password.

P.S. Exciting news! We launched a free #GoingBold Facebook Group and would love for you to join us! Come on over!

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