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Covid has Changed my Website in 3 Ways
As the nature of how people can marry [is fluctuating], I’ve had to ensure I have offerings for couples wanting tiny, fast weddings, as well as creating content around how to have small weddings, and what options are available to couples.
To that end, Covid has changed my website in the following ways:
1. During Covid, I’ve had to change the large-wedding images on my website to images that invite couples planning a small wedding or elopement. Couples, and indeed any consumer, only buy into what relates to them and their specific needs. It’s effectively meant switching around what is instantly visible on my website so that couples feel I have a relevant offering during Covid. Those that move the fastest are rewarded. It was incredibly important that my shopfront catered to a changed and emerging market in order to stay sustainable, rather than hanging onto what was.
2. During Covid, I’ve also had to ensure that I can be visible in Google for new search terms around Covid weddings, small weddings, and queries in and around that sphere. This has meant creating content and instructional blog posts that highlight and feature wedding planners and wedding venues that specifically cater to small weddings or elopements during Covid, so that not only can I position myself in Google with ownership over those search terms, but I can also latch onto the audience of those venues and planners with my own relevant offering.
3. As well as catering to the current climate as dictated by Covid, I’ve used the 4-5 months to also build up an enormous backlog of articles for SEO purposes to get a head-start in Google when the climate does indeed return, be that in 1-2 years time or beyond. Making a quick pivot to cater to things now while filling out the back of my site with articles and ideas to be indexed into Google for my domestic market as larger gatherings become an option in the mid-term, has been an important use of time.
We Performed Multiple Changes on our Ecommerce Website Post-COVID-19
1. We introduced a COVID-19 handling policy detailing what SOP we have in place during procurement, packaging, and last mile delivery of the product.
2. We moved from a 1-page checkout to a 3-page one. [After] we added information pertaining to COVID-19 on our checkout page it got really cluttered, decreasing the conversion rate and hurting sales. So, we moved from a single-step checkout to one with 3-steps. Surprisingly, this small step led to a 20% increase in the final sales.
3. We added a COVID-19 tracker map to certain pages of the website (like the blog) for a limited number of geographies. The tool was shared by customers on their social media handles.
My Website is a Robust Source of Resources About our Services – All as a Result Of COVID
Before COVID, my business website advertised our services in academic and test prep tutoring and also served as a hub of resources for students to access. It was a basic, no-frills website that spoke right to parents’ and students’ immediate desires for high grades and high scores. However, I founded my company on the idea that learning is so much more than just achieving high marks. My team of tutors and I utilize the tutoring sessions as opportunities to teach essential “soft skills” such as metacognition, executive functions, and interpersonal skills. Still, I did not advertise this beyond stating phrases like “we teach the underlying learning and life skills” because I found that many parents and students were mostly focused on grades and scores, and I did not want to come off too “foo-foo” and potentially deter clients.
Now, because of COVID, parents who have their children at home are realizing just how vital those skills truly are to areas such as task initiation, self-advocacy, and creative problem-solving. So, I re-vamped my website to reveal that we do assist with these needs. I also listened to my client’s pain points and added other services to my website, including a free blog geared towards helping parents and educators navigate schooling at home, daily Standby Tutoring “Office Hours” for last-minute help, live online Enrichment Courses for students ages 4-19 to get them excited about learning again, and more.
With this new content came many new viewers. The website began to experience hiccups. So, I hired a part-time website manager to help with upkeep and SEO. Now my website is a robust source of resources, guidance, and details about our services – all as a result of COVID.
3 Things That We Tweaked or Added To Our Website
We deal with what we have and conquer what we need to conquer. We dealt with losses financially and also human losses because of this pandemic. However, we have to face our fears and do the best we can to survive.
As a website owner, we managed to tap into digital marketers and ask for their consultation to help us with the interface of our website. How can we help our users be engaged to help with the health crisis? Here are some things that we tweaked or added to our website:
1. COVID awareness campaign – We added pop-ups that can help users and remind them how to take care of themselves during this pandemic.
2. Additional health awareness hotline – We added some important COVID updates on hotlines where they can have themselves tested and also hotlines that they can call if they need to.
3. Puns for Fun – As I have said, we need to do what we have to for survival purposes. We also put in puns for fun. We are in a dark phase now, but if we face our fears and have fun amidst the crisis, we can help others with their mental issues and let them forget about their worries and fears.
How COVID has Changed Our Website.
1. More real estate is dedicated to COVID-specific information and offers. The pandemic has completely changed how people are getting married in 2020. Potential clients want more information about what weddings are looking like now and what steps we as vendors are taking to keep them and ourselves safe. Because weddings themselves are different (smaller and shorter), we have had to change the packages that we are offering. Potential clients also want to see information about that. So, we have had to devote more space to pages dedicated to COVID-related things. We have also had to display those pages and the links more prominently so that people can find them quickly.
2. Our SEO is much more COVID-focused. Potential clients are quite understandably changing what they are looking for with Google. They are searching for terms specifically relating to COVID and weddings, and COVID and wedding photography. With that in mind, we have created a lot more copy intended to get us found in those searches.
A Major Increase In Traffic To Our Recipes
Prior to Covid, our website was focused on DIY/craft projects, recipes, gardening tips & tricks, and nature articles. Once Covid started, though, and everyone was stuck at home, we noticed a major increase in traffic to our recipes. It makes sense. Everyone was suddenly cooking at home and looking for new recipes, particularly comfort foods. Since then, we’ve decided to focus much more attention on the recipe side of our website, publishing two to three new recipes a week.
Added The “Pandemic” Tab On My Website
In the past fifteen to twenty years, I had a website under my name that was static and descriptive of my therapeutic philosophy and offerings as a therapist. When COVID-19 started, I did not change my overall website but opened a new “Pandemic” tab where I started writing about the pandemic. I also recorded a few meditations, which I connected to the “Pandemic” tab on my website.
My website still remains quite basic and homemade. What is different in the Pandemic tab is a change of tone which reflects an openness to share and be less of a blank screen therapist. I did not devise this change as a marketing strategy. If anything this tab is the scrappiest of the whole site, but it reflects the way I feel: deeply affected, coping, helping others, and also quite raw.
COVID Allowed Me To Redesign And Niche My Website
COVID has brought about a significant change in my website. I work in the travel industry and things have been very quiet since March 2020. This has allowed me to redesign and niche my website, which is something I have been wanting to do for ages. It has also given me the time to add a few safaris that are way out there – ideas that have been floating around for a while and I have just been too busy to put on paper.
COVID has been devastating financially to me, but in terms of website and business consolidation, it has been a breath of fresh air. I’ve done my best to make lemonade. Hopefully, people buy it now.
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