Effective, well-organized web CONTENT is one of your best sales tools! It drives visitors to your site, positions you as an expert, gives you higher search engine rankings, and keeps clients coming back for more.
Before you build your web site you need to spend some time organizing the content and information that will appear on your site.
There are many successful ways to organize your site’s content. Here’s one proven strategy for consultants, professionals and small service companies that will help position you as an expert as well as save you valuable time by weeding out prospects who aren’t a good fit for your services.
- Home Page – Give an overview of your services. Start with a headline, tell who you work with, briefly describe a problem your target market has, and then tell how you solve it. End with a call to action (example: “Call us and ask for our free report”)
- Who We Work With – Give more detail about the clients you work with and the problems you solve for them. This helps qualify clients by letting them know exactly what you do and what you don’t do. Your time is valuable and you don’t want to waste it on prospects that are looking for something you don’t provide.
- How We Work – Talk about the results you can provide for them.
- Services – Detail the services you offer and end with a call to action (example, “Call or email us to learn more”)
- Testimonials – These are important so if you’re not already gathering them, start now! Unsolicited testimonials are great, but you can also make a note of all positive comments, summarize them yourself and get the client’s permission to use them.
- About Us – Your bio builds credibility. Photographs of you and your staff are appropriate here as well.
- Resources and Links – Include helpful links for your clients (but don’t link to your competitors!)
- Contact Us – Give people several easy ways to contact you. Consider placing a well-thought out “request for quote” form on the contact page as a way to qualify leads. (If they don’t take the time to fill out the form they may not be serious prospects. You might want to limit how much time you spend trying to turn them into a client.)