Marketing is being redefined in the globalized economy. Smart business owners recognize the need to tap into the billions of people on the internet that are daily connected to the World Wide Web. The world is gradually moving away from the traditional means of advertising to a new world of electronic marketing with all its different sub divisions.
Creating your own website is the first step towards having a successful marketing strategy in the globalized economy. A website serves as the meeting place between you and your target market. A website also serves as your 24/7 customer care as well as providing unique opportunities to be connected with the millions of people looking for products and services through search engines. In addition, it also serves as a portfolio of your goods or services.
Owning a website is not the end in itself. It is possible to own a website and it does not produce any benefits. A website might exist and might not get any traffic from search engines. A website might even get good traffic but still fails to convert visitors to customers.
Many internet marketing experts have focused on the strategies and means to drive traffic to a website. But as important as that is, it will be irrelevant if the site visitors end up leaving without being convinced to buy from you or even read your content to the end.
To this end, after creating a website, the next call of action is not to drive traffic per se but to develop website pages that sell. As important as traffic is, the quality of your content will decide whether the traffic will be useful or not.
There are six pages that are important for every website to have if it will position itself to benefit from the internet.
Home Page: The homepage is where an internet surfer will first be directed when they click on your website URL. It is the first selling point of a website. If your homepage sucks, most potential buyers will not bother to read up the other pages.
The homepage is where you identify the basic problem of your target market and state how your business has been created to solve that problem. It is important not just to identify the problem but to emphasize the attendant ills and discomforts in their lives as a result. Use your homepage to position yourself as the solution to that lingering problem and emphasize the core competencies of your business.
The homepage should anticipate their questions and link them to the FAQ page. It should also anticipate their desire for further communication and link them to the Contact US page.
About us Page: The About us page is an opportunity to sell your company. The focus here is not so much on the product like the home page but on the company producing the goods or rendering the service. The brand that sells a product can be as important as the product that is being sold. This is the opportunity to give a brief history of your company, your achievements, and organizational values and how they impact customers, your mission and vision. Such information should be focused on the customers. State your history, values, mission and vision in a way that will appeal to the customers in relation to the product you are selling.
Contact us Page: The contact us page provides further platforms of communication. You can include your phone number, email address, Facebook page and Twitter handle. It is also important to assure them of good and prompt communication as well as excellent customer relationship.
Services/Products Page: The services page is an opportunity to clarify your services or goods. This is where you create a subheading for every service or product and give a little bit detailed information about each service/product. It should not be mere information however, it should be an opportunity to clarify and differentiate. For each service/product, state how your brand is different from the competitors. Emphasize how those differences is the key to their satisfaction.
FAQ (frequently asked questions) page: The FAQ is an opportunity to anticipate some questions of potential buyers. Some of the questions will relate to product differentiation, delivery, shipping (for goods) etc. The page should not be overloaded. At the bottom, there should be a link to the Contact us page where other questions can be asked. On this page, each question should be answered with professionalism. The goal is to get potential buyers to trust you and your product.
Testimonial Page: One positive review from a customer can be the key that turns in other potential customers. On this page, quote the positive reviews you have gotten from previous clients. This is why it is important to have a platform where every client can drop review.
Such reviews can be the final straw that helps you gain a new customer. Quote the exact words of the buyer and prioritize the best ones. Let there be a variance in the reviews you choose. There should be those that focus on your service delivery, some on your customer relationship, some on your communication etc.
The importance of quality website pages cannot be over emphasized. It is very essential to write these pages excellently. Alternatively, you can seek the services of expert content writers who can provide excellent website pages that will position your business for success.