The first step to building a website that engages with your buyers and positions you as an authoritative leader in the space will ultimately become a great investment!
When talking about a website it’s very easy to begin talking about mobile design, how many pages, what the site-map will look like, what brand standards and colors we are going with, what functionality, load time, and the list goes on and on. If you are familiar with our previous articles, you might know this isn’t or recommended steps. Why? It’s not buyer focused, it’s seller focused. How can we shift our website focus from seller to buyer?
Ways to Shift Your Focus from Seller to Buyer:
- Understand what your buyers are looking for and researching. They are doing this through asking questions on search engines related to your solutions. It’s vital that you understand how they think and how they research so that you can position the right keyword strategy on your website, blogs, content, landing pages, social platforms and etc…
- Upon identifying what keywords are most impactful and most representative of your buyer’s research strategies, you know what to research on search engines like Google, Bing or Yahoo as well as some 3rd party tools to identify what is the competition for those keywords. You might find that one keyword is requested or searched more frequently but is more competitive. While other keywords might have similar traffic with less competition for you to focus on.
- Next, you want to identify out of those search keywords what you can create a long tail keyword with. Competing for a broad keyword such as marketing is next to impossible and would require spending budgets far beyond most market companies. Instead, think about your product in your niche market that you’re seeking and look for long tail keywords that resonate with that audience. The longer the keyword string the more focused your content can be which will further differentiate you against all competition and help you to drive qualified leads into your sales process.
- Now that you have long tail keywords and content generated next it’s important to ensure that your keywords on your website, images, coded headlines and message copy are all focused on these keywords. There’s a way to do that in a very natural way without sounding like a robot; no one wants to be a robot. It’s also important to code the images on your website so that crawlers can see what keywords those images are focused on. [In the alt text]
- Finally, you need to be thinking about external links that link back to your site. This helps your SEO ranking as this will position you as an authoritative source which search engines look for.
- Now that we are customer-focused in our development of our site it’s now time to start thinking about integrating video, ensuring the site is responsive, color scheme matching your Brand, connecting to Google Analytics and integrating a marketing automation platform.