You’ll probably be relieved to know that this article is not all about the technical structure of your website. I could go on about that for days on end, but fortunately, structure for you is non-technical and pretty easy to understand. So here goes…
Getting Rid Of The Brochure Mentality
Most small business owners and entrepreneurs build a website without understanding the fundamental reasons for doing so. As such, they create what I call a ‘brochure’ website. You may have done this already.
Well don’t be upset, it’s a pretty natural thing to do. For some reason we decide to follow the lead of the majority, thinking if everybody is doing it, it must be the right thing to do… WRONG!
So, going against all conventional wisdom, why do we put up a website? What is the best way to use it?
The Fundamental Reason for Being
Why do you need or want a website? The answer is LEAD GENERATION. How is your web site structure important when it comes to lead generation and marketing for small business?
Well, in order to generate leads you will need to make offers. Offers need to be tweakable. Therefore, you need to be able to update your content easily and quickly. More importantly though you must have a specific page for your offer. These pages are called ‘Landing Pages’.
Here’s an example:
Lets say you have a website where you are selling vitamins. One of your supply companies is running a promotion and you think you can make more sales while the promotion is running. Would you send your visitor to the home page, hoping that they find the promotion? That’s not going to going to be a very effective marketing campaign!
Or would you send them directly to the promotion?
You’d send them directly to it and make the offer very clear right?
No matter what you do online, you must be able to make clear offers to visitors in order to generate leads and sales for your small business. You do that by sending them to specific pages, which we call landing pages.
Hopefully, you will be able to edit these quickly and easily, so you can tweak your offers and get the best response possible.
Search Engines Want Content
They love to suck it up! The more content you have the better! There’s a saying ‘Content is King!’. Its true.
The more pages you have the better. The more often you add and update content the better.
Did you know that the way your pages are linked together is very important? Your internal page linking strategy is as important as your external links strategy. I can hear you thinking ‘strategy,
shhhhhmategy! this is getting technical, I don’t want to know about this’. That’s fair enough, it is technical. And while you can put a website up and link it together any way you please, if you want a good search engine ranking, it pays to have your site built by a professional who knows about this stuff.
Also, the way your pages are named and the folder structure of your website is important too! So if you’ve got a site that has pages named page1.htm, page2.htm etc, you may just want to pop the cap off that aspirin bottle and start chugging those puppies in earnest!
Your small business marketing strategy must start by getting rid of the brochure mentality. You must start thinking lead generation. Everything starts with a lead!
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Small Business Marketing Strategy