How to Write Better Product or Service Web Pages

Detailed information about your company’s products and/or services is valuable content for your website. Your most important products or services should have their own featured web pages, and your navigation should be clear and easy to enable visitors to find the information they need about your specific offerings.

Why Have Product and Service Feature Pages?

Ultimately, a product or service page serves two primary purposes. One is providing information to someone who is interested in specific product or service offered by your company. Today’s consumers like to research online before they commit to buying, so you want to have that information readily available on your site.

The second purpose for a detailed product or service page is Search Engine Optimization (SEO). Having a lot of details and keywords worked into the page content will be good for organic website traffic. Whether someone is searching without a brand in mind or they are looking for info about your products/services specifically, you stand a better chance of grabbing their attention and converting them into a paying customer if your page content is good.

So, what will an effective product or service page contain? There are several strategies you will want to incorporate:

1. Product/Service Details

This should go without saying, but you want to have plenty of details in there to properly represent what you are trying to sell, and of course, to help with SEO appeal. When it comes to tech specs for certain types of products, though, don’t bog down the page content with too much confusing technical language. Consider a sidebar chart/graphic or a bullet point list at the bottom of the page.

2. Brand Messaging

Always use every opportunity to incorporate your brand message. A site visitor may be there to find out information on a specific product or service, but you still want to sell them on your company as a whole. If they believe in your brand, then they are more likely to purchase your products/services.

3. Keywords

You should emphasize certain keywords and key phrases that are most likely to be searched in relation to the product or service being featured. At the same time, your content should flow and you don’t want to overload it with keywords to a point where it is confusing or awkward. There is a strategic method for naturally working in keywords and key phrases. You can also consider a bullet point list at the end of the page listing out product features or service options. This is a great way to use a lot of keywords and phrases without hindering the flow of the main content. Of course, use your page tags, titles and keywords on the back end of each page for optimal results.

4. Call to Action

Every page should have a clear and compelling call to action. Someone has visited your web page and read all about your great product or service. Now what? Give them a next step to take and tell them how they can purchase the product/service (a link to a purchase page) or who they can contact to get additional information. You can include multiple calls to action and links throughout the page so they always know how to proceed.

Page Length

Some product and service pages may be relatively concise and to the point as long as they convey all the key information and messages. Sometimes quality is better than quantity. Others may be much longer. It might depend on the complexity of the product or service being featured. The important thing is to have separate feature pages on your site for all the primary products and services you want to highlight. You will see a difference in your SEO and in your customer conversion if you do it right.

To learn more about custom product and service web content from NextGear Marketing, contact us today and we’ll help you get the most out of your web pages.

Business Blogging Basics: Personal vs. Professional

We’ve talked about Information vs. Insight and Quality vs. Quantity in previous “Business Blogging Basics” articles. Now, we want to focus on whether it’s better to have a personal or professional tone in your blog (and all web/social media content for that matter).

What is Your Brand’s Voice?

We’re talking about your company’s “voice” that should be an extension of your brand message. Whether the tone of your content should be more personal or professional may depend largely on your brand identity, as well as who your target audience is.

First, consider your company and the products/services you are trying to sell. If you are a bank specializing in business loans and investors, you’ll naturally have a more professional style of writing used in your content. If you are a burger shack on the beach, your brand’s tone is likely to be more personal.

Next, consider your target audience. Again, people looking for a business loan or investment backing aren’t probably looking for a “fun” bank. They want information and resources that will help them make sound financial decisions. That said, the information provided should be personalized in the sense that it is coming from you. If it is just generic financial information, then you are doing nothing to build your brand or your credibility as an industry expert.

The burger shack customer, on the other hand, is just looking for an engaging brand and tasty food. Your content will still include interesting information about your restaurant, staff, menu, ingredients or location, but it will be presented in a more personal light. Your content voice is probably going to be fun and friendly as your main priority is furthering a positive brand association in the consumer’s mind.

The truth is, most small businesses fall somewhere in between ultra-professional and overly personal, which means there should be a healthy balance of the two in all content. The information and ideas provided in your content should be interesting and helpful. At the same time, it needs to be engaging and insightful.

Think about how people access your content in the first place:

Search Engine

Depth of content and strong, relevant information will go a long way on Google. This will get people to find your site or link to a specific blog article. Once they are there, though, they need to be engaged. If the writing is too stuffy and the information is too dry, they won’t develop a positive feeling about your company or your brand.

Ad Clicks

Your online ads or Adwords will intrigue the reader to click through. It may depend on the tone of the ad itself, but the content they find should pay off the tease—whether that’s informational, engaging or, ideally, both.

Social Media

When it comes to social media content, it really depends on your target audience. Find the right balance of professional and personal messaging that keeps them engaged and sparks conversations.

General Marketing

Emails, advertising, direct mail and other forms of marketing will promote your brand message to consumers. Most of today’s consumers will then look online for more information about your products and services, whether that’s your website, your blog or your social media channels. You’ll want them to walk away with the information they need to make a decision, as well as a positive overall feeling about your brand.

Finding the Right Balance

We use the “vs.” in these article titles to make things interesting, but the reality is good web and social media content will incorporate a healthy blend of information, insight, quality, quantity, professionalism and personality. Define your brand message, identify your target customers and create content that will engage them on all levels. If you can do this, you will generate more leads and convert more of those leads into loyal customers.

To learn more about content marketing, contact NextGear Marketing today. We’ll be happy to review your current content approach and discuss ideas on how you can get more out of your online marketing efforts.

What Are Your New Year’s Marketing Resolutions?

The holiday season is upon us and it’s time to start thinking about your New Year’s resolutions. We’re not really talking about eating less or exercising more, though. We’re talking about your business. What new marketing ideas can you implement to make 2017 your best year ever?

First, you need to view your marketing as an investment. The more time, effort and money you put in, the better returns you will get. If you solely look at marketing as just another “expense,” then it probably won’t work for you like it could.

Next, it’s time to consider taking things to the next level. It’s a technology-driven world and the next generation of consumers aren’t going to respond as well to old school marketing tactics. You may already have a website for your small business, but is it dated? Is the layout mobile-friendly? Is there a lot of dynamic content? How is your SEO? Make the steps to update and upgrade your site to the modern age if you haven’t already!

For better content on your site, start a blog. It will give you new content on a regular basis, and if done right, it will organically boost your SEO appeal and web traffic immensely. It’s also a great way to stay connected with your existing customer base.

Likewise, make the resolution to utilize social media to the fullest. Is your business represented on Facebook, Twitter, Instagram, Pinterest, Snapchat, Google+ and YouTube? Maybe you do have accounts, but are you using them to the fullest? Get active with more posts and you will see an incredible difference!

Encourage more reviews from your customers. Follow up with your customers to get helpful feedback about their experiences, and then ask them to write reviews about your business online. Review sites like Yelp!, Google and YP.com (along with industry-specific review sites like RepairPal or Angie’s List) are huge with today’s mobile consumers. Put those reviews directly on your website, write customer testimonial blogs and post every positive review on your social media pages.

These are just some marketing resolutions you can make for the New Year. For a free marketing consultation to discuss specific ways you can maximize your business, contact NextGear Marketing today.

Happy Holidays and a Happy New Year to you from NextGear Marketing!

The Importance of Unique Web Content

We’ve talked a lot about “dynamic” web content in terms of having fresh content posted regularly on your site. Indeed, content is king when you want to enhance SEO and increase organic site traffic. The more content, the better. However, you also need to be focused on what type of content you are adding. The writing needs to be strong and the content needs to be UNIQUE.

We can’t stress the importance of unique content enough. So many shop owners will start a blog with the best intentions. They may write a custom article every now and again, but then they start to get lazy and commit one of the worst web sins: copying and pasting text from other sources.

We can understand the thinking. If there’s already a good article online about something pertaining to your business, then why reinvent the wheel? Why take the time to write something fresh when someone else already did the work for you? Unfortunately, Internet plagiarism is rampant and it can actually be bad for your SEO if you simply copy and paste information from other sites.

Why? Because search engines such as Google are very, very sophisticated. Their systems can easily recognize duplicate content and it can actually work against you. If you are simply pulling your information word for word from other online sources, you will not see any positive returns. This is true beyond just your blog. Any page on your site should ideally have content that’s unique to you. If you have a template site, do what you can to customize the content as much as possible.

Something else we often see is blogging services that simply frame other stories on your site. Perhaps they are custom-written articles that are disbursed to all their users or they are just pulling stories from online news feeds. The new content consistently being added to your blog page is good, but it really won’t help that much since it’s the exact same content that can be found on many other sites.

That said, you can use the information found online as reference and inspiration as you write your own stories. Frame the story differently. Use different wording and phrasing. Make it your own by relating it as much as possible to your business, your geographic reach or your target customers.

The point is if you are going to add content your site, don’t just copy and paste it from other sources. Nobody wins in this situation and it can actually do more damage than good for your own site’s SEO. Make the commitment to customize your content or have custom content written by a professional. It’s worth it in the end.

For more information about blogging and custom web content packages from NextGear Marketing, contact us today.