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!

“I just have a local beauty salon.  I don’t need a website.”

It’s true – she isn’t interested in hiring web copywriters to create landing page content to reach California or Europe – but what about Susan Customer on Main Street here in town?

More and more consumers are using the Internet to research and locate local businesses.  Computers are smart enough to recognize your zip code and offer local business options in your search results. You may have the best business in your industry – but if you aren’t on the Internet you’ll never have a chance to be considered as an option.

Make sure you have a web presence so that the next time a potential customer is seeking out a local oil change, beauty salon, check casher or drug store – your business comes up in the search results as a possible choice!

TIP:  Check out your website content.  Do you mention your town or geographical region in your website content?  Look at your Title Tag (the words at the top of the page in the blue bar – on this page the Title Tag is Ohio Web Writer.  Is your geographical region mentioned in your Title Tag?  If not – contact your web developer and ask them to add the name of your city, county, state or country in your website content.  It will improve your local search results.

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.

When writing websites people read – keep in mind that the live links within your site should be the actual key words of the landing page, video clip or PDF file the reader will be transported to find.  For example:

In your website if you want a live link to your latest newsletter, an untrained web site copywriter might say:

“For the latest newsletter click here.”

However, a savvy web site copywriter knows to use the live link content as a search tool:

“You might be interested in reading our latest newsletter entitled What’s Social Media and Why do I Care?“ 

In the last example, the web site copywriter has provided specific information for the reader as well as a well defined live link for the search engines to index.

Don’t become a victim of the “click here” syndrome.  Make sure you create landing page copy that includes key word rich live links.

Have you ever been to a web site that you had to scroll down forever to read all that was available?  We are busy people with places to go – just tell us what we want to know and tell it quickly.  Chances are I have a phone in one hand and my other is clicking numbers on a calculator – I don’t have a free hand to use my mouse and scroll down.

Examples of items you might have on a pages:

Your home page – this is your 30-second commercial.  Hit me right between the eyes with why I need you.  Remember – use benefits statements and talk about solutions.

The Home Page, About Us and your Services or Products pages will be the most frequently viewed.  On your About Us page, talk about your passion and vision and what makes you a qualified expert in the business.  Remember to speak facts – don’t boast or exaggerate.  Your readers are smart.

Products or services.  If you offer many then have a main Products/Services page from which they can link to each of the services.  For example, say you offer cleaning services for homes, businesses and for one time need – like when you sell your home. Create landing pages that talk about cleaning for all needs with a link to home cleaning.  Talk about homes and freeing up your valuable time for other things while the trusted members of Your Cleaning Company take care of the dust. 

On other page, talk about after-hours business cleaning and on a final page mention that you are the only choice for those one time cleaning jobs like Spring Cleaning, Attic Sales, sale of your home type jobs.  This way the pages have the just the information that reader is interested in.

Show Samples If your business has samples – like a graphic designer – create a landing page for samples so that readers can quickly see a wide variety of samples.  Choose samples that depict a variety and only use your best samples.  Don’t have everything you’ve done since art class in 6^th grade.  And change them out frequently so that returning visitors can enjoy a variety.

Use Key Words. One word on key words.  Think about what words your reader might type into Google or their search engine of choice.  Have those words appear on your home page and as the title of your pages as well.  If computer work is your bag – create a landing page entitled Computer Services. 

Testimonial Page Another page you’ll want to consider is one where your customers brag about the life changing experience knowing you provided.  That’s right – testimonials.  This is also an appropriate place for awards and recognitions.  You may want a link to those customers – especially if the work you provided is visible on their site.  But one caution – make sure your webmaster creates the link in such a way that they return to your site.  We don’t want them lost in space.

Contact Us. Lastly, you’ll need a contact us page.  Include your basic information – address, phone, fax, email, etc.  You may want to include a few questions that they complete that will help you when you contact them. 

When writing websites people read, create landing page content for each specific item rather than cramming it all into one or two pages.