Search Engine Optimization: 4 Keys To Convincing Visitors That You re The One
By: Seomul Evans
Submitted: 2009-12-26 22:42:30 | Word Count: 631
Search engine optimization is clearly the best way to drive traffic to your website. But how do you turn your visitors into customers once they get there? The key is convincing your visitors that you know exactly what kind of problem they’re trying to solve and that you have the solution. This has to be subtle, however, because there’s nothing more off putting than a business website that does the virtual version of giving you a big hug as soon as you land on the webpage. Give people their space and let them look around. Let them decide for themselves that you’re the one they’re looking for. They’ll be much more likely to purchase your product or service if they feel like you’ve given them the opportunity to make an informed decision for themselves. Here are 4 ways to convince your visitors that you’re the one they’ve been looking for.
1. Be Clear at the Beginning. Your marketing message should begin with a clear and simple statement about who you are and what you do. This isn’t the place for a hard sell; it’s simply the place where you clarify what kinds of services you provide and to whom you provide those services.
[ advertisement ]
2. Expand. Your marketing message should continue by expanding on the problem that people seeking your products or services may be experiencing. Address such issues as how the problem manifests itself in the everyday, how your visitor may be feeling as a result of those manifestations, failed attempts to solve the problem in the past, and why solutions other than the one you offer won’t work. It may feel contrived to put all of this in writing, so write conversationally, as though you were speaking to a friend or colleague. You’ll find that it’s much easier to find your writing voice when you start to write the same way you speak. You’ll be much more comfortable with your writing and it will sound more natural to your visitors.
3. The Solution. The key to introducing the solution you provide is to make sure you establish empathy with your visitor. Make it clear that you understand that they’ve tried to solve the problem before and that it hasn’t worked. And then make it clear that they’re not the only people in the world who have struggled with this problem. Talking about why your solution to the problem works establishes your authority and expertise and helps you visitor build trust in you and what you have to offer.
4. Call to Action. Only after you’ve complete steps one through three are you ready to introduce your call to action. Your call to action tells your visitor exactly what she needs to do next, whether that be purchasing your product or service or subscribing to your newsletter.
You can do all the search engine optimization you want, but if you haven’t created the perfect marketing angle for your website then you probably aren’t going to get the results you’ve hoped for. The point of your marketing message should empathy with your visitor. She has come to your website because she has a problem that she thinks might be solved by your product or service. Without being manipulative or patronizing, your job is to let her know that you know exactly how she feels, and how others like her feel as well. Offer her your solution and then ask her to respond in some way.
If you need further help in creating your marketing message, consult an internet marketer or search engine optimization professional. These professionals can help you hone your message and focus it so that it applies directly and effectively to your target audience.
