The internet has become such an efficient sales tool that many organizations are now rushing to cash in on its potential. In the rush though, many organizations miss the essential elements of positioning a product using a web page. If a company fails to hit certain key points in presenting its product on the web, all this effort could wind up being wasted. If your product web page is receiving little or no traffic, here is how to fix it.
Business schools across the country have long focused curricula on teaching the basics of profit, loss and general business management. In the wild world of eCommerce and selling over the web, expertise in other areas has emerged as highly important. Communication and language skills are now highly valued in setting up a web page to bring in viewers.
The ‘Product’ Page Many large corporations discovered that a page dedicated to a single product or family of products can provide more information to prospective internet customers as well as expand the depth of information available on their web environments. It isn’t difficult to build a page dedicated to or focused on a single product line. Get the design department to come up with the graphics and layout, marketing to develop the text, assemble it onto one page and post it. It is that simple, correct? Well companies do this all the time and then are disappointed by the results.
“Page Rank” Consultants in the Search Engine business are now used to the question “my page has a good page rank, but I can’t understand why the thing gets no traffic?” The reason for this isn’t complicated. Many if not most product pages as well as main landing pages, are built using the title of the company. The company name is used for the page title, in the description, keywords and certainly within the header tags and page text. This optimizes the page only for the company name. And who besides current clients is going to search for the company name? Using the product page to win new client and draw internet traffic requires a careful strategy based on the consumer’s ‘language.’
Re-Setting the Product Page Understanding customer usage and language is important in making the product page attractive to both search engines and readers. This requires asking a couple basic questions:
How do customers search? What do they look for? What language do they use to describe the product?
How does a customer typically use the search engine to find information in your industry? Setting up the page to attract traffic requires some understanding of how customers search and on the issues they find important. Does price information figure prominently in the decision to buy? If so, would they use the words “cheap” or “inexpensive” in their search terms? Do customers look for information about their upcoming purchases well in advance of buying or when there is an emergency and service is needed immediately?
Understanding what customers are actually looking for is equally important. Do customers use the internet to find the nearest location to acquire your product? What are their main concerns when they investigate a purchase?
The central point of this effort though is understanding the language buyers use in looking for information. Existing customers might be asked for the words they would use in searching for your product or service. Finding the exact verbiage to describe your product is important though. Searches for terms like “lawn care” or “grass cutting” probably wouldn’t be useful to a business selling lawn mowers because these search terms are unspecific.
Answering these questions must be done prior to researching or setting the terms around which the product page will be constructed. Use of the terms used by those searching for information makes it much more likely that they will be attracted to your page. Titling a page using terms similar to ‘riding lawn mowers in Richmond’ would probably be much more effective in reaching potential buyers than with a page titled ‘Roberts Lawn Mowing MegaStore.’ What new customer would be likely to search for ‘Roberts’ page using ‘Roberts Lawn Mowing Megastore?’
Headline tags, titles and text all must be focused on keywords and phrases that are meaningful to the customers and relevant to the terms they use to seek information. Remember also to include a geographic term (if applicable) as well, such as the name of the city or town that you serve. Investigating buyer behavior to understand how users make purchases and search for information can provide the insight you need to position your product pages to attract visitors and win customers.
SEO Consultants in Denver assist companies improve revenue by increasing traffic to their internet pages. Organizations that position their product/service offerings through an effective internet message strategy can significantly improve revenue and profitability. So visit our home page or the SEO Consultants in Denver Blog today for the most recent Search Engine news and trends.
Tags: B2b, business management, ecommerce, internet pages, marketing, Product Pages, sales, sales management, Search Engine Marketing, Search Engine Optimization, SEM, SEO, Web Product Pages
