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.

What Are Community Pages?

Last week, we discussed the advantages of setting call-to-action-oriented landing pages to attract new customers and gather contact information for future use. We briefly mentioned the concept of “community” pages, which are a little different in purpose. This week, we want to explore the ins and outs of community-specific landing pages.

So, What is a Community Page?

Like a landing page, it is a singular page that is not necessarily part of your main site’s navigation. It’s purpose, however, is primarily for SEO more than it is about inducing a specific action from the visitor.

A community page highlights a specific product or service that you offer, while simultaneously including keywords and searchable information about each specific community you serve. Community pages are best utilized by a business that is regionally focused.

A Real-Life Scenario

For example, NextGear Marketing is based in Orange County, CA. We actually work with clients all over North America, but for the sake of argument let’s say we wanted to create a targeted community page campaign to attract more local business. And let’s say we want to promote our blogging services for small businesses.

Orange County is a big place and there are many cities here. We can’t include all of them in SEO tags, page titles and content keywords throughout our typical web pages and blog posts. That would be too cumbersome. Therefore, we can create multiple landing pages to promote our blogging services in the various communities/cities of Orange County.

Ultimately, there could be dozens of pages. One for Santa Ana, one for Irvine, Orange, Huntington Beach, Newport Beach, Anaheim, San Clemente… you get the idea. Each one will highlight some aspects of the city (landmarks, major businesses, district names, schools, etc.) and why it’s great to do business there. Then, we would talk about the features of NextGear Marketing’s blog packages and why they would benefit a small business in that particular community.

Now, you have a page that has very strong and very targeted SEO geared toward NextGear Marketing’s blog services relating to a specific city, not just Orange County, Southern California or North America in general. You can see how this might have a powerful impact if a business owner from that city is looking for localized information about blogging. They have a much better chance of finding NextGear Marketing’s targeted landing page, and when they do they’ll find someone that appeals to their own local focus.

Strategies for Community Pages

It’s important to remember that each community page has different verbiage. Many of the selling points can be the same and the overall tone should be consistent, but you absolutely need to mix up the wording. In addition, incorporate some localized imagery relating to the community being featured. Each page needs to have unique content or you will lose significant SEO potential. It can be a tedious job, but it is well worth it in the end.

There should be strong calls-to-action incorporated into the content and internal links to other pages on your website for more information about different topics. Direct sales can come from a good community landing page. Just remember that SEO is the primary goal with them.

NextGear Marketing offers good package pricing for writing the content of community landing pages. You should talk with your web developer about what it will take to set up the individual pages with a unique subdomain or URL pattern that won’t interfere with your normal site navigation.

To discuss the potential of custom community landing pages further, contact NextGear Marketing today for a free marketing consultation.

Get More Bang for Your Buck with Blogging

“Traditional” print advertising is expensive. Running display ads in newspapers and magazines will cost you a pretty penny for sure. And yes, if executed well, print advertising can still generate great exposure and a good return on your investment.

If you can afford to run some targeted print advertising, we recommend it. However, many small businesses just can’t afford that type of marketing or it’s not targeted enough for the specific geographic or demographic audience they need to reach.

Blogging, especially when paired with good social media management, really is one of the most affordable forms of marketing. It will benefit your business on many different levels, from organic search engine optimization (SEO) that brings in new customers to engagement of past and present customers, which is good for repeat and referral business.

Best of all, it is not expensive at all to run an effective blog campaign. You can hire someone like NextGear Marketing for a few hundred bucks a month, which is WAY cheaper than just about any print, outdoor, direct mail or other forms of advertising you can run. With one of our cost-effective packages, you’ll have unique, targeted and optimized content written for your small business blog every week!

If you have the time and dedication, you can also manage your own blog. Just remember the content needs to be fresh and added on a regular basis. Putting up one generic post every few months will not cut it. Dynamic content is king and you must be proactive with your blog posts. Then, you need to share every post on your social media feeds and engage the people who follow you. You can also consider paying a little extra to boost specific posts on Facebook, Google Adwords and other online advertising.

A good blog gives you incredible bang for your marketing buck and it connects you with today’s (and tomorrow’s) more tech savvy customers. Don’t let your business get left behind.

For more information about blogging for your small business, or to set up a no obligation marketing consultation, contact NextGear Marketing today. And be sure to follow our weekly blog for free marketing tips and web content ideas.

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!

How to Market Your Automotive Shop, Part 1

Let’s face it. Some automotive shop owners are more aggressive (and progressive) than others when it comes to marketing. The smaller the business, usually the less marketing is done. And that’s one of the reasons it stays a “small” business without much growth. This is true in almost any industry.

When it comes to marketing your shop, spending more money doesn’t always equate to more business. It is a factor, and the old adage of “you have to spend money to make money” is certainly true. However, it’s more about spending wisely on effective marketing rather than just throwing your money out there without a solid plan.

We can’t give away all the trade secrets here because we want automotive shops to turn to NextGear Marketing for help with marketing materials and strategies. Still, we’ll provide some basic concepts that you can consider when deciding to ramp up your marketing efforts in order to grow your shop’s business. In Part 1 of this article, we’ll focus on new school strategies for digital marketing. In Part 2 next week, we’ll talk about the more old school approaches that can still be very effective—print advertising, direct mail, outdoor, radio and television.

Online Presence

It’s hard for any business to grow (yet alone survive) these days without some sort of marketing presence on the Internet. If your shop doesn’t have a website, that needs to be your first step. Template design sites are okay to get started, as long as they are mobile-friendly.

Content is King

However your site is designed, put extra focus on the content to make it your own and incorporate key words to enhance SEO. Specifically mention all the cities you serve, each automotive repair service you provide and your shop’s contact information. Work in key words and phrases that customers might search for if looking for a shop like yours in the area.

Social Media

Establish pages for your shop and get involved on as many social media platforms as you can. Post regularly, share links and information, and do whatever you can to engage with your followers. Don’t be salesy, though. Be informative and/or conversational in tone. The more active you are on social media with engaging posts, the more positive word of mouth you will generate.

Blogging

Obviously, we’re big on blogging at NextGear Marketing. It is our most popular service. More and more automotive shop owners are realizing it is the best way to generate fresh content on their websites and help increase organic site traffic. If you have a regular blog with interesting content (informative articles, customer testimonials, employee profiles and other shop news), you will see a difference as your site rises up the search engine rankings.

Email Marketing

We’re not talking about “spam” sales emails to random lists. We’re talking about targeted emails to past customers and those who have signed up on your email list through your website. Send regular emails and aim for one specific action/result with each. Perhaps reach out to everyone and ask them to like your Facebook page or follow you on Instagram/Snapchat/Twitter. Send an email asking for any referrals they might have (offer incentives if it helps). Ask them to rate your service or write a review on your site or Yelp!

Advertising and Integration Packages

This is where online marketing can get expensive, so don’t just go into it without more research. If done right and strategically, you can get a great result. Google Adwords, Facebook Ads, Yelp! Business Integration Packages—these are some of the most popular ways to advertise online. Just be careful and set a firm budget before throwing a lot of money into any of these services. It can add up quickly and you have to make sure the returns are worth the investments.

Hopefully you find this information helpful. Stay tuned next week for Part 2 of this article. If you have any questions about online/social media marketing, blogging or email strategies, contact NextGear Marketing today for a free, no-obligation marketing consultation.

 

Create Better Word of Mouth for Your Business

Few things can be as powerful for your business as strong word of mouth. Just think about it. When someone you trust endorses a business, you are much more likely to use their products or services. Marketing can help you grow your brand awareness, but people still want to know what others think of it.

When some business owners hear the term “word of mouth,” their thinking is still old school. Thoughts come to mind of conversations around the old water cooler at work, or telephone conversations between friends. However, that is now how people really communicate anymore. The Internet and social media have changed the game, making the concept of word of mouth an infinitely more impactful form of marketing.

On one hand, you have review sites like Yelp! or Angie’s List, where consumers can share their opinions that will ultimately help others decide where to do business. You aren’t likely to know that person writing a review, but for some reason you trust their opinion.

On the other hand, you also have social media like Facebook, Twitter, Instagram, Pinterest and ShapChat. Whether directly or indirectly, you are connecting with people that you are likely to know or trust in some way through these social platforms. If someone endorses a business here, it may mean even more to you.

A lot of business owners fear social media and online review sites because they think they have no control over the messages that are being shared. On some levels, that is true, but you have much more control than you think. Of course, if you provide high standards of products and services, there’s a good chance that positive things will be said. You can’t censor everything that is being said and you don’t want to. Authentic feedback is great for your business, just as long as the positive comments outweigh the negative ones.

At the same time, you can also make sure the positive message are being put out there. Use your blog, a customer testimonial page on your website and social media to share good stories about your business along with feedback from your happiest customers. When people say good things about you, share it in as many ways as you can.

Write a blog post featuring a story about a certain customer. Included testimonial quotes from them, along with details about the services/products that they purchased. Here’s another article that shows how to write an effective customer testimonial blog post.

Create a testimonial page on your website and a good way to collect testimonials from clients. Have them fill out a survey in person or send out an email survey afterwards. Take all those quotes and put them on your testimonial page. This is great for SEO because it also means that new content is constantly being added to your site.

Last but not least, take some of the best testimonial quotes and share them on any social media that you use. This is something you can do every day or at least a few times a week as long as the testimonials are coming in.

By sharing the positive feedback in a variety of ways, you can essentially control your online presence by making sure that there is much more positive content out there regarding your business. It can drown out whatever negative comments may have been shared. So, even though you can’t fully control everything that is said, you can certainly ensure there’s more good than bad. In addition, all that extra content will increase your website’s organic reach.

One other thing we’d like to add is what to do when you see negative comments online about your business. Customers have a right to be unhappy, so engage them publicly with response comments. Be friendly in tone and offer to help resolve their concerns. Show your concern for service and your desire to make them happy. You may never win over that unhappy customer, but it shows others you care and they may look past those initial negative comments.

You also have to be aware that your competitors may try to hurt you. They may say negative things pretending to be an unsatisfied customer. The more successful you are, the more likely this will happen at some point. Again, respond with a tone of wanting to please them and rectify any issues. If you know for a fact that it is probably a competitor wishing to do harm, find a clever way to call them out without being confrontational. “We’re sorry you feel that way. We don’t see your name listed in our customer database, but we always want to make sure our customers are taken care of. Whatever your problem, please let us know and we’ll handle it free of charge.” Odds are, there will be no further response and savvy customers will recognize it was an attempt at sabotage.

In conclusion, use whatever means you can to share positive messages about your company and promote customer satisfaction through authentic testimonial quotes. Put out a positive vibe wherever you can and you’ll see the dividends.

For more information about blogging and social media integration, contact NextGear Marketing for a free marketing consultation.

 

It’s Time to Get Personal

We see it all the time. One big mistake many business bloggers make is being too general with their posts. Sure, you want to provide accurate and useful information. And, you definitely want the copy to include important key words and phrases to help with SEO. However, the more you can relate the article to your business, the better.

Let’s say you are writing what we would consider an “informational” blog article. You’re in the automotive repair industry and you put up a post about radiators. You include maintenance tips, problems to look out for and a layman’s explanation of how the key parts of radiators work.

It seems like pretty straightforward stuff about car parts. However, you can find similar articles all over the Internet. How can you make yours stand out? That’s where personalization can make a huge difference.

Frame the article from your shop’s/mechanic’s perspective. Talk about common problems that you see and why you want to share this information with consumers. Give real-life examples of customers who came in with a radiator problem. Tell them how you diagnosed the issues and how you made repairs or replaced parts to fix their radiator. Maybe even include a testimonial quote from that customer if they provided on at the end of the job.

You can also frame the article from the perspective of the average customer. Try to relate to their way of thinking. They are out on the road. The engine starts to overheat. Tap into that feeling of someone who realizes they may have a problem with their radiator. Show them common problems they can look for (low fluid, leaks, fan malfunctions). Then, talk about how they should take it to an expert for a proper diagnosis. Odds are, if you tell this story right, your shop will be the expert they turn to.

In other words, don’t just spout off information like you’re writing an encyclopedia. Tell stories, tap into the mindset of the average consumer who doesn’t understand that much about cars, and show how your shop deals with whatever specific service issues you are writing about. If you can do this, your blog posts will be that much more effective.

No matter how personal, we at NextGear Marketing recommend these “informational” style blog posts about every third or fourth article. The rest should be even more personal for your shop. Customer stories and testimonials, shop news, employee profiles, workshops/conferences attended, etc.—these are the best ways to connect with potential new customers while also enhancing your own brand message. Informational articles are great for SEO and should definitely be peppered in. It’s all about finding the right mix.

Regardless of what you are writing about, personalize it however you can.

For more information about blogging and what types of articles you can write to promote your business, contact NextGear Marketing today.