| Four components of
effective web page content:
1. Title (or Headline) of web page is the most important element
for convincing your visitor that he/she is at the right website.
The goal of a headline is to capture the customer by stating their
problems or talking about something that is familiar to the customer.
Following are the components of an effective headline:
a) Headline should address your customers’ hot-button issues
that your products/services address.
b) Headline should include the keyword/key-phrases that the
webpage is optimized for.
c) Headline should clearly promise customer benefits.
2. Description of the page (2-3 lines) – Follow the title with
a brief description of the hot button issue that is listed in your title.
Make sure that you use the keyword in the description and that the description
confirms the issue of the title. That would reassure visitors that he/she
has landed at the right webpage. This also helps search engines index
your page for the right keyword.
3. Body of the page – This is a detailed description – your
chance to build a case to educate your customers about why you are the
best
company to fulfill their needs.
Follow the instructions below to get best results from the site:
- Keep the content simple and use a bulleted approach.
- Make sure that the essence of the content can be easily browsed. There
is a very good chance that your visitors will browse or scan the webpage rather
than read it.
- Use keywords for the page whenever it makes sense; do not stuff the page
with keywords. This will distract your visitors
and you may get black-listed by search engines.
- Write about 300 words per webpage. There’s no word limitation so
long as the content makes sense and isn’t
cluttered.
- Create a Call to action – on every webpage. It can be an offer
to buy, a reason to contact you or to sign up for a newsletter. Offering “free” anything
will increase the chances that a visitor
will take the next steps that you want him
to take.
4. Graphic Design –
The graphic design of a website, if done right, can make a big difference
by converting visitors into customers. Make sure that.
The design communicates the theme of the site.
- The theme is consistent with your business.
- The site is easy to browse.
5. Test/Test/Test –
Testing is the most important thing that you can do. Test
conversion by:
a. Trying different landing page designs
b. Different landing page message
c. Different landing page offers for call to action
d. Different customer visits – For example, user profiles of Google
may be different from the user profile of MSN. Make sure that your
message, design and positioning is appropriate for the visitor.
6. Give your ongoing customers a reason to come to the site.
Offer:
a. weekly specials
b. web-only rates
c. contests
d. drawings
|