On any corporate site. three pages are critical to the sales process: The home page, the start pages. and the “about “. In the event that the client can trust the company and make it execute any action (whether it is the realization of a purchase itself. filling a form, signing a newsletter, attending a newsletter, video, read a publication… The action here depends on the objectives of your organization.
And, in order for these channels to fulfil their functions. it is necessary to go beyond the techniques to attract and retain audiences. It is necessary to convince. Enter the image, then the writing of advertising texts.
Any company that dedicate a minimum attention to the digital marketing strategy performs a job of optimizing its official channels on the Internet. It is the institutional site, a blog, hotsites of promotional campaigns, profiles in social networks, etc.
Generally, however, this effort is very focused on actions that aim to simply generate traffic. The problem is that in many cases. planning managers forget that when they reach the page they were attracted to. the audience will need to be persuaded to take action.
The writing techniques are critical to writing effective text in the process of the audience of persuasion and they need to be applied to the most important pages of their website. Thinking about it, we have gathered here some key optimization tips from the home page to apply them.
- 1 Home Page
- 2 Flee from commoditized messages
- 2.1 Focus on perspective
- 2.2 SEO is for robots
The home page of your site is your main “lobbies ” and needs to be thought out, designed and built with this in mind. A potential customer who arrives on your channel for the first time (that’s the audience you will have the greatest challenge to conquer) will analyze everything you can there in that “guest room ” and decide to go ahead or back.
Several factors weigh in this decision making and your business must be prepared to satisfactorily fill all (or at least most) of the requirements that that visitor will require.
You cannot predict what every person who visits your site thinks and the idea that will form your business by accessing your channel, obviously. Many criteria considered in decision-making are, in fact, extremely subjective. But there are a number of steps you can take to broaden the chances of conquering that visitor.
Flee from commoditized messages
If the most prominent message on your home page is a beautiful ‘ welcome, it’s good to start rethinking it. The robotic messages-those that are heard and read in any corner, extremely cold and formal-say nothing about your company and waste a great opportunity: to establish a more consistent connection with your visitor already in the first contact.
Before you even think about how you are going to present the message it is essential that you understand what to say. In that space where the visitor will fix the eyes as soon as their page loads, there must be a guarantee that he came to the right place.
You can do this with dry and accurate titles about the content that the visitor will most likely be looking for on your site (an objective and direct reiteration of what the company is and what it offers is a good suggestion).
Focus on perspective
The second step of your home page should be an introduction focusing on the visitor of your site. Route all communication to him, highlight in his speech and avoid any institutional approach to the company at that stage. Space is short-must have a maximum of two paragraphs, but preferably be summarized in two sentences.
So, optimize it. The goal at this stage is still to secure that potential customer and a word is extremely powerful in the process of persuasion: you. Leave the Me and the US for another time.
SEO is for robots
Obviously, you will need a search optimization job to ensure that the public gets to your site. And in this effort, key words play an important role.
But you have to understand that in the text the visitor is going to read, the words must be organized in order to convey a persuasive message to a human being. That is why exaggerating in terms of attracting traffic so that cohesion and coherence are compromised is a serious problem.
These pages are the key to conversion. First, they must be integrated into the visual pattern of the entire site, as well as follow the same tone of the discourse on other pages.
Remember that through your site your company acquires a character that communicates that it is on the other side. If in each space it is placed in a different way, it can confuse its visitor and hinder the conduction of it to its final objective, whatever it may be.
Once again, the title
As well as on its main page, the title of the landing page has to establish an immediate connection with the visitor, assuring that it arrived at the right place. He needs to be enjuto, but he has to say everything that is necessary to make it clear to the audience that there is, in fact, the solution that was pointed at the origin of the traffic generated.
No point in the way. Deliver what the visitor desires.
The landing page does not have the function of guiding, presenting the company or explaining what is your business. Its central function is clear and objective: to deliver what the visitor is looking for. So be careful in choosing texts and images and deleting them.
Your audience will reach your destination pages attracted by something that will seem interesting to you and, in many cases, will be presented as a solution to a problem.
These “baits ” can be banners on other sites, a search result or an entry in a social network. Independent of the origin, your page will have to give continuity to the process started and to attend to the generated expectation.
In general, you should explain what is the solution your company offers, why it is the best option for your prospect and thus put in your hand the product or service in question.
On a target page, you have to have focus. If you are dedicated to selling a product, you sell that product. Trying to establish connections with other issues, taking the visitor to external pages or even wanting to take advantage of that contact to offer something else can put everything to waste. It is necessary to have focus and to lead the visit to a single objective very well established and exposed in a clear way.
The “over “
This should be one of the most read pages on the site of any company. But they are usually a problem and it is not difficult to have them as exit pages of the visitors. For editors This page is also a great challenge.
Don’t necessarily talk about you
Yes, that is the space where the company should be presented. But she cannot forget, nor in that space, that the focus of communication must be the prospect. And, even on a page dedicated to institutional information, the visitor will expect to find answers to their needs.
On your page “about “, present your business and talk about it. But drive the speech always in the sense of explaining what your company has to offer. As much as you make a historical rescue of your organization, the text of the presentation should not be a mere biography. Always look for contextualizing with what you intend to offer.
Don’t be boring
Resorting to the storytelling technique may even be interesting for your homepage. But that has to be done in an interesting way. If reading begins to become a sacrifice, your visitor will leave. Avoid vacant adjectives, which say nothing about the company or what it can offer.
Videos are valid, but care is needed
Using a video to show the company can be efficient. But you need to be cautious. The content, as well as the text, must be objective. And, however, some information should be offered in text, because not all readers will be interested in watching a video to have the information they are looking for. Also avoid automatic play. The visitor must have his or her right of choice respected.
As you have seen in the previous topics, there are several ways to optimize the main pages of your website and how much more advice than we present that you can apply, the better. Obviously, you will need to understand your audience and know which alternatives work best in communicating with them. What matters is achieving the desired goals.