So what is the latest trend in your industry? What are people talking about? Have you discovered the value of Search Twitter’s Advance search capability?

Visit Search Twitter and click on the Advanced search button. You’ll see a form like pictured above that allows you to enter a lot or a little information:

• Key word exact or in any form
• Geographic location
• Person’s name
• Company name
• “?” to find people asking questions about a key word phrase
• “:)” or “:(” to find comments that are positive or negative about a key word phrase

I find that entering a key word phrase and the “?” provides valuable information on what people are searching for. People want to read what is current.  They want to learn more about a topic that is of interest.

By using the advanced search option on Twitter you’ll find the latest trends and topics of interest.  Use that information when writing content for your blog or when providing articles or website content that people will find of interest.

Goal One:  Address Different Audience Groups

First determine if you have the right pages based on the customer’s need.  Think like a customer.  When they arrive on your site, what will be most important to them?  Most likely you have more than one customer group – you’ll need to address each separately because they have different needs and different motivating factors.

Create landing pages that address each audience type separately.  You may have one primary landing page and then offer the opportunity for the different audiences to click on the page that addresses their needs.

Example:  A medical insurance company has patients looking to be insured or to check on a claim.  You also have medical providers – hospitals, doctors, nurses that will want to come to your site for information.

On your landing page, briefly acknowledge both groups and then have a page, link or video that leads them to a landing page that meets their specific needs.

Goal Two: Each Page Has it’s Own Purpose

Another goal for your page will be to make sure each page is broken down into focused topics.  Rather than having a site with one page that tells your entire story, break the sales process and company information into multiple pages that have additional sub-heading pages beneath.

Example:  Your primary pages may be Home, About, Contact, Products, Services, Testimonials

Your products page can have a sub landing page following by additional pages that provide more information about each products.  The same for your Services page.

Goal Three: Be available on every page

Prominently display your contact information on every page so that the customer doesn’t have to hunt you down.

Goal Four: Eat the Elephant One bite and a time

Writing websites or updating the website content can be an overwhelming task.  Just take it one step, one page, one paragraph at a time.  The best landing pages are updated on a regular basis – it is a continual process.

When in doubt – hire a freelance web writer to help you out!

My pay per click ad says “Websites people read, combining your company value with key words and phrases.”

Someone who clicks on that ad will expect to landing on a website page that talks about website content. Yet, how often have you clicked on an ad and the landing page is the home page of a business website?  You have to hunt around for the actual page that will answer the question or that offers the service promised in their little 15 word pay per click ad.

Customer – prospects – don’t have the time to waste to hunt through all ofo the pages on your site.  If you engage in the pay per click advertising vehicle, make sure you create landing page content that welcomes the reader and makes a connection to your teaser ad.

The best landing pages address the reader specifically:  “Thanks for clicking on our advertisement offering Great Website Content.”

You can have additional links to pages within your website or online sales catalogue, but if you want to capture the attention of the prospect – create landing page content that speaks to the specific need uncovered in your pay per click advertisement.

Need help creating the best landing pages?  Call me or email me – I can help:  deborah@allwriteink.com  330-414-8792.

It’s all about words.  The best landing pages are created with help – a second or third pair of eyes to look for errors.  I recently experienced a circumstance where a communication I sent out had misspellings – two of them:

Website and Content

Talk about embarrassing.  But when we are in a hurry or when we are checking our own work – even spell check will miss a critical error.  Most web copywriters work alone or with a small staff.  It is important (and I need to take my own advice) to have a trusted editor – someone not emotionally involved with the words or the website – review each landing page for mistakes.

You have lots of great information to share.  Don’t tarnish your brand with a mistake.

• Brochures
• Voice mail message
• On your email auto-signature
• Letters/correspondence
• Include it in your 30-second commercial
• When cold-calling, ask for the customer’s email and send them an e-note with a live link to your site
• Include the link in your press releases, blog, Twitter, LinkedIn accounts
• In the comment section of blogs you respond to
• Packaging of your products
• On your vehicle

There is no sense creating the best landing pages without letting the world know how to find you!  So spread the word.