Paula’s subject was search engine optimisation – in fact, she’s written a book called Pimp My Site. She explained how we all need to be aware of how to add the appropriate keywords behind the scenes – but also that every page needs specific and relevant content. I couldn’t agree more!
It always amazes me how few people have actually thought through what they want their visitors to do before they leave the website – and almost nobody considers the action that they want the reader to take on each page.
‘Buy something’ isn’t realistic unless you have a ecommerce site or you are selling a product, but there are many other things that people might do:
- Sign up to your list to get a free report or tips sheet
- Read your blog and make a comment
- Visit another page to find out more
- Email you for more information
- Call you on the phone to arrange an appointment
- Join your community and get involved in your forum
- Follow you on Twitter, Like your Facebook Page, connect with you LinkedIn, add you to their Google+ circles etc.
The content on every page needs to be specific to the subject that the page covers and relevant in relation to the subject – and the reader’s needs.
For instance, writing an essay on antique furniture on the website of a company that does restoration may be specific to the subject, but it’s not relevant to the reader. Relevant copy needs to be focused on what the reader wants as well as the subject of the page.
It’s a fine line to walk and one that requires a certain level of expertise to maintain the right balance.
So, as part of your marketing activity, spend some time reviewing each page on your website. Check that the copy is specific to the page subject, relevant to the reader and asks for the action you want them to take.