Thursday, April 27, 2006

Market Your Knowledge & Say Something

One client I am working with is a carpet business who sells online exclusively. He has a site up and is hurting for traffic so he wanted SEO help.

Of course, first things first, I had to get over the fact that his business and his website was not at all built to be entirely online. In other words, his site had poor design, no conversion metrics, poor navigation, and very poor data capture.

Moving beyond that, the website's content was miniscule. This was going to be a factor in both SEO and marketing. I asked the client one big question: "What makes you more attractive than Empire?"

He immediately had a lot to say and when he was finished, I asked him, "Where is all this on the website?"

Market Your Knowledge for SEO and Marketing
The client's website had virtually no content so any searcher that lands on the site had no reason to convert into a lead. Just because the front page says "Free Consultation" doesn't mean the searcher is interested. In fact, the searcher probably expects a free consultation.

What's going to be the difference maker? The searcher should feel confident that you know what you are talking about. The searcher should perceive that you know what you are talking about. And if you know what you are talking about, you will probably service them well.

Put Your Knowledge on Your Website
Put your knowledge on your website now. Don't naively wait for the prospect to contact you then you tell him all that you know. Close the prospect now by showing him you know what you're talking about. Put your knowledge out there and give the prospect confidence in you and your expertise.


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