There’s a reason feng shui has been around for as long as it has. The Chinese geomancy has been adopted time and again by households who are keen to find their ever-illusive state of zen.
Because we love a theme, today we’re exploring how the art of feng shui can be mastered with your interiors website - turning your cluttered and confusing content into snippets of positively perfect optimised copy.
Like your curtains need to complement your sofa, when it comes to SEO, there are numerous complementary elements that need to come together to create a search-engine-friendly website, so join us as we show you all the ways to channel the right energy to enjoy competitive organic performance.
Clear away the clutter
The placement of objects plays a key role in mastering the art of feng shui, and so too does the placement of your content - and this starts with a declutter. If your content isn’t adding value to your audience, why is it there?
You need to begin by removing the noise that’s likely drowning out what it is that you’re trying to do. As a starting point, say goodbye to content for the sake of content and make each word count.
Just like you want to avoid bad vibes when trying to improve your feng shui, you don’t want to give Google the hump by keyword stuffing your content or writing reams of text that says very little at all.
Master the art of balance
At the heart of feng shui is balance - and with your interiors website, this means achieving what you want while giving the reader what they want. It’s not one or the other. So, keep in mind that user persona at all times - why have they come to your site, what are they looking for and what is the end goal here?
Content may very well be king (articles suggesting otherwise, please move along), but you can have too much of a good thing, you know? This is where white space can save the day. In 2020, it’s all about readability, meaning it’s a balancing act between valuable content and enough page breaks to make it digestible.
Yes users want to read about all of the benefits of that impossibly comfortable armchair, but they don’t need 1,000 words on where each material was sourced from. So stick to what they want to know. For category pages, this will be where you talk about [colour] sofas, [room] lamps and [size] cushions - you get the picture.
Think of how you place plants in a room and apply this to search terms. A couple of well-placed spider plants can transform a space - too many will just look messy. Use keywords, absolutely, this is how you bring those all-important users to your site - but don’t be shoehorning them into every other sentence. Your customers don’t like it, search engines don’t like it, and just...stop it.
Like the front entrance to a house where you want to feel calm and welcomed, the same can be said of your website’s homepage. This is often the most landed on page and the point of entry for users - and if they don’t like what they see, they’ll leave.
This is your opportunity to entice them and welcome them in with things like layout, top level categories and navigation. What is it you’re selling? How does that solve whatever problem it is they have? Why should they stay on your site? The best way to answer these questions is to place yourself firmly in the user’s shoes and take the journey as if you were a customer.
While copy counts at every stage, a high level overview of what it is you sell is arguably what will encourage the next part of the journey - a click through to a category or product page. Bringing users through the sales funnel is no easy task, but it all starts with making them feel welcome at the entry point.
Find your flow
One of the rules of feng shui is to let quality air and light flow through your home - and the same is true of your website. Without the optimisation of metadata and content for product category pages and individual product pages, your words will fall flat and fail to keep valuable users on side.
From finding your stride with content layout for individual product pages to perfecting your brand’s tone of voice, your job is to execute a user journey that flows to deliver a meaningful experience that benefits all parties - keeping in mind their wants and needs at every step of the process.
Bringing a customer along the sales funnel requires you to understand their end goal - moving them gently from the main kitchen category page and directing them towards their brand new dining table, right through to their basket and then the checkout.
In the home, the energy of a space is thought to have a direct impact on the way we feel. Whether it’s the angle of your furniture or the distance between the TV and sofa, each aspect of a room’s design plays a part in boosting its energy - and this will be subject to change with the seasons and your needs for the room.
Similarly, readers need fresh and engaging content that meets their ever-changing needs. One blog post a year simply won’t cut it. Especially true of interiors, users are looking for ideas and inspiration - and this will change depending on a whole array of factors: the size of their family, the time of year and even external factors like suddenly needing to work from home.
Your blog is the perfect place for you to keep readers up-to-date with latest trends and ensure your brand keeps them inspired. You can also use this space to optimise posts in line with what’s happening in the world around them - from home office design ideas to how to prep the playroom for the school holidays.
If your home is a reflection of your personality, your website is a reflection of your brand. Don't let it let you down.
Struggling to master the art of feng shui with your interiors website? It might be time to draft in some help. Drop us a line to start the conversation today.