Your Business Website Exists to Drive Conversions

Internet MarketingAs a small business owner in the 21st Century, you absolutely need a web presence in order to reach more potential clients and customers. And when you’re building that website, or renovating an old one, it’s important to keep in mind the needs of both human visitors and search engines themselves.

So much of what we talk about when it comes to SEO is based around appealing to search engines – but you might be surprised to learn that a lot the strategies we employ at are chosen specifically with your audience in mind.

Knowing What Searchers Are Looking For

Good SEO is based on research. This allows us to identify what and how people are searching so that we can tailor websites to their needs. As we’ve discussed before, tailoring a website to the needs of itsvisitors often means creating multiple web pages about the same or similar topics in order to capture all of the keywords and terminology a person might search for.

This means that, when viewed as a whole, a business’s website may seem very redundant. However, thanks to the way we design our pages – and the expectations of visitors online – this redundancy actually works in your favor.

Designing a “Landing Page”

By and large, people don’t read websites the way they do books. This is certainly true for business sites. No one is going to arrive at a local plumber’s website and meticulously read every page. Instead, they’ll do a search for the service they need, click on the first page that seems relevant, and decide whether or not their question has been answered.

So with that in mind, we design every page on a website to work as a “landing page” – a page that will answer a visitor’s question and lead them to take action. Every page includes:

  • Enough relevant information to assure the visitor that the company can solve their issue.
  • A prominent call-to-action urging the visitor to call, make an appointment online or otherwise take the next step.
  • Links to other pages that will provide additional information if the visitor wishes to read further.

The goal of our SEO content strategy is to keep pages brief and drive visitors toward taking action. So whenever you look at your site, remember: It works more like a phone book listing or even a billboard than an encyclopedia!