Ever wonder why some companies seem to struggle online, while others rank high on Google and make money hand over fist?
If all things are equal between two companies in the same industry – the difference probably lies with the firms’ websites.
Odds are the successful company has a user-friendly site that features a customer-benefit headline so a visitor can quickly see what that company has to offer.
Write content for your site that quickly conveys the benefits your company provides to potential customers.
You only have about 3-5 seconds to make an impression online. If you don’t have an attention-grabbing headline on the home page – your visitor will hit the back button and do business with someone else.
Once you grab that visitor’s attention, keep it by writing copy in a conversational style. Make your paragraphs short and to the point. Emphasize the benefits of your product or service, not just its features. People buy because they want to, not necessarily because they need to.
Of course, if you are in the B2B market, features are important. A person shopping for a new copier for their business wants to know if the machine can handle small or big jobs, whether it can print in color or just black and white, and the printing speed. But don’t neglect the benefits here either. If a particular copier will make his job easier, and doesn’t cost his company a fortune, those are important benefits to note in your copy.
Include keywords in your website content.
Keywords are words and phrases people use to search for a particular product or service. If you want your website to be found by the search engines, the content on your site must include these keywords.
To ensure the search engines find your site, keywords also need to be included in the title and description meta tags found in the source code. The title and description are displayed on the search engine results page. If you don’t specify this information in your source code, Google and the other search engines will pick out information from your site and display whatever it wants. Creating unique titles and descriptions for each page of your website, and including carefully selected keywords in them, enables you to control the content displayed.
How do you find these keywords? Google is a good place to start. The popular search engine has its own keyword tool at https://adwords.google.com/select/KeywordToolExternal. This tool helps you see which keywords are used frequently and which are not. Two other excellent sources are KeywordDiscovery.com and Wordtracker.com. These are subscription services, but they do offer free trials.
The key to effective website design is keeping your customers’ needs in mind.
Provide solutions in clear, concise language and include appropriate keywords for the search engines to find. When you take these steps, you’ll convert website traffic into paying customers. That’s a return on investment your business can appreciate, in any economy.