Did your potential customer completely misunderstand you?
Are you being whipped by keywords and analytics? Stuck in bondage with conversion goals and lacking web content that should be more satisfying?
Letting Others Peek In
Maybe the 50 shades of grey in your business isn’t some sort of elaborate process, but the many shades your many customers wear. Are you willing to let your retail customers look-in and see any of your reseller services?
- Local customer needing location based service
- Remote customer looking for online ordering, or remote service
- Reseller, or distributor looking to re-market your product
Build two websites if you want to keep your two businesses behind closed doors. Create one site for local and online retail. Create a second site, in a separate domain for resellers, or distributors. State within the first two to four sentences of every page who that site is for.
Examples? Be a best-seller with your ideal customers, Lead into a sentence with,
- “Our Perth based services include …”
- “We ship to Australia, Canada, US, and UK.”
- “We provide our Australian resellers with access to …”
When Keywords Lie
Your keywords should do more than score impressions and clicks. Don’t torture your customer with Search Engine Optimised (SEO) web content, or clever Pay Per Click ads attached to popular keywords. 50 shades of keywords will get a potential customer to your site. Your site needs to bridge popular search terms with answers:
- What locations do you service?
- Give an example of what type of customer uses your product or service
- Are you a real company with an office a customer can visit?
Clicks, bounce, entrance, exit. Hmmm, sounds like you should leave whipping the numbers to the tech-experts. What most businesses miss is not an A or B landing page test with popular keywords. It’s the naked truth. Who are you? Where are you? How do I do business with you? Web content is not only getting a mass of customers to your pages by using the right keywords, it’s welcoming them in with the web content (topics) they need to do business with you.
Tease them with an example that is almost a case study, and almost an offer:
” … We provided over 300 businesses in Perth-metro with sports event planning, sponsorship, and event management services in the 2 years between 2010 and 2011. We can help your business set a budget, schedule, and find the venue.
Choose from our trusted vendors for promotional items, catering, marketing, and ticketing. Have your staff work along side us, or let us do the work for you. …”
Want More? A Lot More?!
Want a deep-dive into the dark side of writing useful web content that fits popular keywords?
- Keywords to Concepts: The Lazy Web Marketer’s Guide to Smart Keyword Research on Moz.com
- Keyword Research for Web Writers and Content Producers on CopyBlogger
- A Writer’s Guide to Working With Keywords (Without Tearing Your Hair Out) on CopyPress
- What Frequent Blogging Can Do For Your Business on Integrity Marketing and Consulting
- 3 SEO Mistakes and How to Fix Them on Social Media Sun
- Keywords in Your Customers Words on Shauna McGee Kinney’s blog