Contact Baughan and Company, www.rocksolidsite.com
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Marketing step 3: SellWhat's happening in the "body" of your story? You have a message to relate. That's where we excel. We put a quarter of a century of marketing training and experience into that story. It's called effective Marketing language. In fact, it is our major point of difference from the madding crowd. |
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We do help you to sell directly, with a full-service shopping cart. The topic on this page, however, is the selling support of the rest of your message. The way we tell that story is also blended into the very structure of your site. It also goes into the layout, selection of graphics, etc. Our basic philosophy is to ask a question -- "Yes, it's pretty, but does it help you to sell?"* Obviously, we view sales language as an optimization issue, as well. There's an important reason for this. First, some background... We look at a Web page in two ways. a) How does it shape up, Marketing-wise? And, b) is it well positioned to support that image and to generate leads? (Why invest a dollar into something if you can't get more than a dollar out of it?)It's time to step into your Web visitor's shoes. He/she is not yet a "customer." Not even a "prospect." This person is still only a "suspect." You sell pizzas. Go do a Web search on pizzas. Back come 34 gazillion Web pages, each selling pizzas. So ask yourself. How do you stand out from them all? What is it that you have that will demand attention? In short, what is your company's "point of difference" in your marketplace? We've said it before. Why would anybody go here rather than to the store down the street? |
Where does your clientele come really from? And why? The answers to these questions go to the heart of our approach to your site. The answers also provide a wealth of important sales language -- terms which will find their way into the keyword list in an important way. More than just to develop the keyword Meta Tag, the body text of the page uses carefully crafted wording to help get your message across. It is carefully structured to best represent what you are really selling. Specific words are selected, chosen according to what the typical patron will probably search for. Then the keyword list is married to this body text as tightly as possible. Poor words are thrown out, and replaced. This task is crucial. The more often a key word is used in the body text, the more "relevant" the web page becomes. Not all words have to be used, but the more the merrier. Also, not all of these words will be found in the body text when you look at the page. Several are repeated "behind" the pictures, invisible to readers (unless they position the cursor over the photo) but are visible to search engine "spiders." Still, they must relate to what the body copy is all about. |
| 1) Web page structure -- | " Show, | ||||||
| 2) Pages to use -- | tell | ||||||
| 3) Sales/Marketing language -- | sell | ||||||
| 4) Being pro-active -- | serve | ||||||
| 5) Being reactive -- | support | ||||||
| 6) Using stats to succeed -- | track | ||||||
| 7) Submission -- | deliver." |
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