As your webmaster, it is an integral part of my services to help you put meaningful content on your website. It is important that this content satisfy two important types of visitors, your potential clients and the search engine robots. At this point the most important point of view is that of your potential clients. After you have created your content, I will help you edit it for the search engines. Below I have outlined some basic guidelines for your content.
First you should identify who your potential clients are. To do this ask yourself these three questions.
- What are you selling, and what makes it unique? (What is your product/service and what makes it different from your competitors)
- To whom do you want to sell your product or service?
- What category does your product or service fit into?
- Convenience - these items are purchased frequently without much thought or comparison of performance.
- Shopping - these items are purchased less frequently and more research is done to receive greatest value.
- Specialty - these items are purchased even less frequently and are usually brand driven.
- Unsought - as the name implies very few individuals set out to purchase these items, their value must be shown.
- What age group are you selling your product or service to?
- What financial bracket does your potential client fall into?
- Low Income
- Middle Class
- Why should people buy the product or service from you rather than your competitor? (What do you offer as an added value that makes you better than the competition?)
As part of this process seek to identify a number of things that all of your potential clients need to know about you and your business. Strive to come up with at least 10 things. Then we will try to divide them into categories such as those listed below.
Who We Are (This category may include the following items)
- Company History
- Mission Statement
- Vision Statement
- Clients — Your clients can be presented in terms of specific client names or a more general industry listing.
- Testimonials — These can be on their own page, listed on the client page, or distributed throughout the site.
- Request a Quote or How to get Started with your service
In service-based businesses, it's important to ground your claims and add to your credibility with a demonstration of your capabilities or skills. You can do so with these types of pages:
- References — These are more formal and longer than standard testimonials.
- Portfolio — This is appropriate for artists, designers, writers, and other creative professions.
- Sound Clips—This is appropriate for entertainers, bands, DJs, and speakers.
- Samples of your work — These are for other professions, as appropriate.
- Product Description(s) — Include photos, details, pricing (a mini catalog)
- Product Comparisons - Compare to competition, both pro and con
Once you have these basic pages, the next step is to add credibility and information to your site. PR, news, and information pages can do this for you, providing visitors an incentive to return time and time again.
- News — Include current as well as past articles on your company.
- Pressroom — This is for press releases produced by your company.
- Newsletters and/or Articles— These are written by your firm or principals and help provide you with "expert" status, as opposed to articles written by outside sources.
- Media or Press Kit — This area would contain a company backgrounder, logos, photos, and tools that others may use when writing articles about your company.
- Audio clips— These would be sound clips of you talking about your business makes your Website more personable. You could also provide audio testimonials for more punch.
- Video Clips— According to Web trend forecasters, a video testimonial is quickly becoming the next hot item for building credibility.
- Frequently Asked Questions (FAQ), or Ask the Expert
Additional business pages may also be appropriate, depending upon the type and size of your business:
- Why Choose Us?
- Bios of your Team Members
- Jobs or Opportunities
- Map and/or Directions
- Events/Classes/Workshops — This page would include details about, as well as the schedule of and sign-up for various company events open to the public.
- Downloads — These are PDFs, brochures, presentations, and software demos or programs.
- Statistics Research or Studies — Either conducted by your firm, or related to your firm, clients or industry
- Pricing — If you sell products, your pricing should be listed in your shopping cart. For service-based businesses, whether or not you list your pricing depends upon the standards in your industry; you don't want to price your services on your site if you don't have to.
Additional Information Pages
- Recommended Books — Linking these to a reseller account through Amazon.com can generate extra revenue for your business.
- Resources — Other services that are compatible with yours, or links to places online where you can learn more.
- Links — Exchanging quality links with other sites can be a good way to increase your search engine rankings.