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Unprepared Ep 44 - Mindset Shifts Brands Should Make When Building A Website with Krista Walsh


  • [00:00] - Intro
  • [00:55] - Establishing your brand in Ecommerce 
  • [02:11] - Consumers' online shopping experience
  • [02:45] - Removing consumer doubt about online shopping 
  • [03:46] - Strategy for increasing website traffic
  • [05:50] - Boosting your domain authority
  • [07:55] - Where to find Krista


Key Points:

  • Ecommerce businesses should focus on establishing the brand and not just creating a beautiful website. 
  • The significant difference between an online store and a brick and mortar store is how you can physically check the product.
  • Consumers can also choose different brands online quickly by simply browsing. 
  • Meanwhile, going to physical stores has more commitment on the consumer's part because they have to navigate through different brands by going to their physical shop. 
  • The intent is a lot higher in physical stores. 
  • Trust is a lot lower for a new customer at an online store since they are not seeing the seller face-to-face.
  • Help the consumers take action by educating them about your product like adding videos, more descriptions, photos, etc. 
  • Domain authority is a ranking score based on how authoritative or trustworthy Google thinks your website is. 
  • Overcoming domain authority is another challenge that new online brands/new to online stores face. 
  • All that education comes back to SEO if you do it the right way. When all the information is there, Google is going to crawl the descriptions. 
  • For example, when you have a long-form product page with more content, Google is going to see that people are staying on that page compared to other pages.
  • That long-form product page has a chance of ranking higher and can increase your domain authority. 


    Chase Clymer  

    Hey everybody, welcome back to another episode of Unprepared. My name is Chase, and I'm doing this completely insanely today. 

    But that's fine. Welcome to the show, Krista. How are you doing?

    Krista Walsh  

    I'm doing well, thank you, Chase.

    Chase Clymer  

    That would be probably the worst intro I've had. So let's just run it back real quick. 

    Krista, we've been friends for a long time, and she helps small businesses with SEO. So we're gonna kind of dive into that today. So how would you like...where would you like to take the conversation?

    Krista Walsh 

    Yeah, I would love to talk mainly about some mindset shifts that I think a lot of smaller businesses should be making about the role of their website. And also resolving some SEO confusion and myths that people tend to have.

    Chase Clymer  

    Let's do it. And I probably have those confusions myself. I say it all the time.

    I'm not really an SEO person. I understand the concepts and it can point you in the right direction. But that's not me. So I would love to, let's get educated.

    Krista Walsh  

    Okay, sounds good. So, if I want to just jump in here and talk about the biggest mindset shift that I think a lot of people, especially people who have in 2020, just launched an Ecommerce store out of necessity. 

    Like maybe they pivoted from a brick and mortar store, or they've, you know, got a lot of their main sales channel with some in-person like market type sale. And they decided to launch an Ecommerce store to win back some of the losses that they've had. 

    A lot of people tend to think of building an Ecommerce website kind of like you would build a brick and mortar store. So their goals are to make it feel welcoming and to have it look aesthetically pleasing, and then just to have their products like up on little shelves where people would come and browse. So they just sort of present their products on their website. 

    And the mindset shift I want people to make is that as an Ecommerce business, your website is not just about presenting your products. And it's not really about creating a welcoming space. And it's not even really about the aesthetics.

    It's about selling your products and establishing your brand. And overcoming these major hesitations that people might have that they wouldn't have in person. 

    So if you think of the online shopping experience of a consumer versus their experience in person, there are a couple of major differences. 

    The biggest one probably is that it's a lot easier to change brands. It's just hitting a backspace arrow or like scrolling farther down on Instagram, wherever you're buying the product versus in person. 

    If you're driving to someone's store, you're at their booth, like you're almost fully committed at that point because you have to physically go away to change brands. Like something major has to happen.

    Chase Clymer  

    The intent is a lot higher in person, for sure.

    Krista Walsh  

    Absolutely. Yeah. And then another major difference is that trust is a lot lower, especially for new customers because they aren't seeing someone face to face. 

    There's a little bit of wariness about putting in credit card information for a brand that maybe they're not sure about, or they can't feel the product in their hands. So they're not sure. If it's the right one for them, is it going to fit? Is it going to smell weird?

    So all of those things have to be overcome on your website. So that is where making this mindset shift and switching your brain from my website is just to present stuff kind of like an online like an in-person store would" to my website is here to really take people by the hand. 

    Kind of like a sales associate what and guide them through your store to get them to take the action that you want them to take. And they probably want to take too, which is to buy from you and feel really good about that.

    Chase Clymer  

    Yeah, I think it comes down to oftentimes there isn't the education piece that goes along with it. 

    Especially now, it's a great thing about the marketing that Shopify, or Squarespace, or any of these other platforms are put out there. It's so easy to get your products online. That is true. 

    Krista Walsh  


    Chase Clymer  

    It is difficult to sell them online. Starting a new store. While yes, you can kind of DIY yourself and get it done. 

    If you're not thinking about all these sorts of just weird questions that your customer might have. Oftentimes the first question I have for a prospect when they reach out to the agency, it's like, "Alright, cool, we make this beautiful, awesome website, like, how are you going to get traffic there?" 

    And it's like, they haven't considered that ever. They're like, "Oh, I just thought like, you put it online. It's gonna work". It's like, oh, absolutely not. 

    Krista Walsh  

    Yeah, I completely agree. I think there is a bit of a like, just build it, and people are going to somehow show up and magically become customers. 

    But there is a lot more strategy to and even at that endpoint of your website.

    Chase Clymer  

    Yeah, it's very funny that people think that a new website is going to solve underlying problems. It could be something as simple as like, you're just not educating the customer enough about the product because like you said, it lacks the physicality of it. 

    Like if I'm at a booth at a trade show, checking out this widget, you know what I mean? I can hold it, I can smell it. I can lick it if I want, who cares? But I can't do that with an online store. 

    So I'm going to have like all these millions of questions about the product. And oftentimes that is vastly overlooked. And product pages are, you know if you only have one image on your product page, and some spares maybe sitting or sensor to copy. If you have gotten a sale from that, you should be counting your lucky stars because that is not enough information at all. 

    You need to have a video about the product, you need to have lifestyle photos, you need to have close-ups. Now you can start doing augmented reality stuff with Shopify, which is insane, but people love that. 

    If you're selling furniture and you're not exploring how to at least get your most popular products set up for augmented reality, you're leaving so much on the table. 

    But that was a big tangent. Let's get around it back to SEO now after my whole rant about content.

    Yeah, well, no, you're so right. I mean, that's another big misconception that people have, which is that. 

    Krista Walsh  

    So I get a lot of people coming to me asking if I can write their product descriptions. And it's always important to realize that a product page cannot just be an image and a little description of your product unless everybody is highly qualified, who's visiting that page. Like they've been through an extensive funnel and they're already educated at that point. 

    I think the best product pages are really designed like full web pages. And they have, you know, there's scrolling capabilities or lots of different sections, as you said, videos, multiple photos, just a lot of education.

    Chase Clymer  

    Yeah, and all that education kind of comes back to help you with SEO, if you actually do it the right way.

    Krista Walsh  

    Yeah. That's true.

    Chase Clymer  

    Once you get all that information in there, you know, Google is gonna crawl it. All those you know, websites are gonna crawl. And not only are they're gonna crawl that information.

    When you have a long-form product page, and you have more content on there, people interacting with it, like heck you add like a minute-long video to it. 

    And people are watching this video, what Google is going to see is wow people are on this page a lot longer than they're on these other pages. That must mean that this is high-quality content. And that gives Google a trust signal that actually helps you rank higher.

    Krista Walsh  

    Yeah, that is very important. Because one thing that smaller brands or new brands or new Ecommerce stores, even if you're an established brand, but recently moved to ecommerce is like overcoming a super low domain authority. 

    And for those of you who don't know domain authority is just like the score Google gives your website based on how authoritative and trustworthy it thinks it is. 

    And if you're new or new to online like it's it, you start off I think at zero or one. So it's going to be low and hard to then rank on Google. 

    But doing something that Chase said, just using these tricks to convince Google that your website is trustworthy, and people want this content can go a long way to boosting up domain authority without having to be around for five years.

    Chase Clymer  

    Oh, absolutely. So hey, like so if someone is interested in learning more about SEO and potentially what you can help them with because a straight-up I don't, we don't do SEO and I don't want to help you. 

    I can give you some great advice. But you know, it's just not something that we offer. So if someone's interested in learning more about working with you and about improving the SEO on their site, what should they do? How should they get ahold of you? 

    Krista Walsh  

    Yeah, you can get ahold of me via my website. It's kristawalshcopywriter.com. I'm also pretty active on Instagram @kristawalshcopywriter. Those are two of probably the best places to find me.

    Chase Clymer  

    Cool. I'll make sure we'll link to that stuff in the show notes and all that. Thank you so much for coming on. 

    Krista Walsh