Selling your company and its products and services is a full time job. What better way to market your company than through the venue that never sleeps - the Internet. It operates 24/7/365 and never catches a cold (except for a virus or two). Your website can be your best selling ally if used to its fullest extent.
Let's assume you have an operational website. Your home page is search engine optimized (SEO) with your content that is keyword rich and written to drive traffic to your site. But what about the rest of your pages? These can be the step children of a site and are often neglected.
Your "About Us", "Contact Us", "Articles and Resources" and even your "404 Error" pages are valuable opportunities to continue to deliver your message. Each and every one of them can be optimized as an individual stand-alone. For example:
The "About Us" page is valuable because once the viewer visits this page he is now considering your services and wants to find out more about your company. This page need to be appealing, answer additional questions viewers might have and show the human side of your company. The way it is written tells the viewer that this is a company and group of people that I can relate to and do business with... or not!
The "Contact Us" page not only tells the viewer where to find you but it is an opportunity to give them a take away or an incentive to call you. A message to the viewer should be given even on such a mundane page. Don't miss an opportunity to sell, remind or upsell.
The "Articles and Resources" and "Media" pages are essential to provide the viewer with valuable information on your products and services. Well written articles can make your visitors decide if you have what they are looking for. All articles should be optimized, which in turn will drive more traffic to your site. Search engines love original content (remember, do not cut and paste from other articles as search engine spiders will then tag your site as unreadable).
The "404 Error" pages that show a page not found should not be wasted. With this page you have a valuable opportunity to "sell" yourself while you are "redirecting" your visitor to your home page.
If you take the proper care and attention to your website and all its pages, you will in the end have a more productive and profitable website. Remember, the viewer wants to find something valuable on your website. That is why he is going there. So help him out by giving him something he wants. This will in turn give you greater returns on your investment.
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