Search engine marketing consultation services for small to medium-size businesses.

The Web Is A Sales Medium

"How does this decision contribute to the Sales Process?"

A Website is a marketing and sales medium, an extended Sales Process.  Measure every decision about the Website by answering the question, "How does this move forward the Sales Process."

Each page of the site needs focused content that includes a sales objective and a keyword phrase objective.  By this we mean that a keyword phrase needs to be determined for each page and the sales objective that indicates where the page fits into the Sales Process.  The point is to ask what it would be for each page first, then one can make an informed decision that it doesn’t have one or the other for a clear reason.

The keyword phrase focus for every page is not just for optimization!  If you can reduce to a phrase what every page is actually about, you will be able to write better copy and keep the focus of the page on it’s contribution to the Sales Process. 

To evaluate a pages contribution you can ask the questions below. Actually these are good questions to ask related to Navigation also.

• Where am I on the site?
• Is there a clear focal point for this page? Are there multiple focal points on this page? If so, what are they?
• Do the product descriptions give you enough information to place an order? If not, what information do you want to see?
• What action do we want them to take on this page
• What looks clickable on this page? Why does it look clickable?
• Does this page offer too many, too little, or the right amount of choices?

http://www.semconsultation.com/worksheets-articles/keyword-planning-form.html  is one strategy for keeping track of the focus of every page.

Keyword Usage Planning Form

Provide the keyword information for each of your Web page files. Print this out and use one for each individual page of your site; if 10 pages, then use 10 forms.

Do not put all your keywords on every page. Instead, target specific and different keyword phrases on every page that are appropriate to that page. You want your whole site to a different emphasis page by page.

The strategy is to make a conscious decision for every page of your site for targeting a particular keyword phrase and a marketing objective for the page. This will not be necessary for every page but you should make the decision not to do it rather than whether to do it!

PAGE NAME________________________
FILE NAME________________________
SALES/MARKETING OBJECTIVE ________________________
KEYWORD PHRASE TARGETED _____________________

Body of the page itself (List them here but you will work out the text of each page with your developer.)
[Remember: from your longer list, pick the most important one related to the specific page to scatter in the body of the text. 300 words with 3% being the keyword phrase.]

<Title>
[Remember: your keyword phrase first; first letter in Caps, the rest lower case; 9 to 11 words in length.]

< META NAME="DESCRIPTION">
[Remember: be compelling but start with your keyword phrase. Use no more than 25 words. This may be the same text as your description in the observed text below.]

< META NAME="KEYWORD">
[Remember: use the most significant words first, repeat any keywords only once, and specialize in one primary keyword combination for each different file.]

Headline tags (H1, H2, etc.)
[Remember: these tags are seen by the viewer on your page; keep them no longer than 25 words. Yes, use <H> not a font. ]

Link tags, such as: http://yourcompany.com/otherpage.htm (Your developer will choose from the keyword list above in naming your files.)

ALT tags.(Just be sure that the naming of the graphic is appropriate to the graphic and is not word stuffing

Sales Medium -  A 4-Fold Friendliness - Text Is King - Clean Website

Navigation - Organic Optimization - Customer Focus