Your website: WHO are you?

I work with copywriting clients every day. Sometimes it’s a tiring experience.

“Just go to our website, all the information you need is there”, I’m assured.

So I click over to their site, and I have no idea what it’s all about. I click around the site, and it’s still all a mystery. Who are these people? What are they selling? To whom are they selling it?

This happens because the client knows who he is and what he does, and so do his customers. Unfortunately anyone new to the business and site has no idea.

The home page is titled “Home”, the About page directs visitors (there won’t ever be any) to the sales page, which is just a trademarked product name, with a link to buy.

A website is a huge opportunity to market your business, and to attract customers you could reach in no other way. Your site can be a 24 x 7 x 365 sales machine, IF you realize that no matter how many millions you’re making in sales each year, you’re nobody online until you tell people who you are, and what you do.

You know the saying “content is king” — it is. Content on your site is free advertising. It sells.

Start by adding content to your site which tells your visitors what you do, and for whom you do it. Describe your products and services, and the benefits they provide. Tell site visitors how long you’ve been in business, and who past customers are.

It’s your site. It can make more money for you than you believe, IF you tell people who you are. Remember, you’re not your site’s target audience. Look at your site form the point of view of your visitors.

[tags]SEM, marketing, web site, site content, copywriting[/tags]

Web content: develop the best content for your site

The Web changes fast. If you created a Web site a year or two ago, you may be surprised at how much competition you have now. That competition will only increase in the future. However, if you’ve already got a site that’s “aged” you can stay ahead of your competition.

The best way to stay ahead is with content.

Unfortunately, when it comes to content, many small business sites (and even larger sites) just slap up a few articles and leave it at that. Yes, the articles will help, but you can increase traffic and sales if you think about WHY people are searching using the keywords you’re targeting.

Here’s an excellent article which will get you thinking. Writing Content for Small Businesses Online suggests that there are three major intentions behind searches.

For you, the best intention is a search looking for:

“Transactional Queries – Transactional queries are ones in which a searcher may not have a specific site in mind, but they want to perform or complete some kind of task online, such as accessing and searching a database about a topic, being entertained interactively, downloading a video, making a purchase, or interacting with the site or others in some way. If you offer goods or services to consumers or to other businesses, you’ll want to be found by the people who are looking for what you have to offer and want to interact with you.”

Add content to your site targeting people whose intentions are transactional, first. These people comprise your “money” traffic. Think about what they need from you to make purchase or other decisions… and then give it to them.

[tags]web content, SEO, SEM[/tags]

Local search: make the most of your organic listings

Are you making the most of your organic search engine listings? Changes are you’re not, and I include myself in that group of laggards.

As the search space becomes ever more competitive, you need to make the most of your local listings.

I’ve found a great resource below; it’ll help me get my own site up to scratch, and whatever your business, there are plenty of tips here which will help you, too.

For example, when discussing the importance of “PRODUCT/ SERVICE KEYWORDS IN LOCAL BUSINESS LISTING DESCRIPTION”

Local Search Ranking Factors | Google & Yahoo Local SEO Best Practices reports:

“Ed Reese – This area is one of the most important aspects of local search. A well crafted, descriptive, keyword rich description is imperative for a local listing to succeed. It’s important to perform thorough keyword research to determine the highest relevant volume of local search terms in your geographic area to determine the keyword combinations for products, services, and location. As keyword tools typically have poor data for local low volume searches, use Google Adwords to discover real search volumes for your geographic area to gain the insight to which keywords to use in your description.”

I’m a huge fan of the title and description tags to help you to get lots of targeted traffic. In my Web Copywriting Profits: DIY Copywriting ebook I called the cunning use of title/ description tags in creating your own little free advertisements on Google, and so they are.

If you’re one of the millions whose home page currently languishes under the snappy title “Home” go and do something about that RIGHT NOW. You’re missing out on lots of free traffic.

[tags]SEM, SEO, local search[/tags]