Tag: traffic

Is Your Content Writer Asking the Right Questions?

question markDo you have the right content writer for the job? The questions a content writer asks will tell you a lot about a writer’s ability to drive traffic to your site and convince prospects to take the next step.

1)      Do they ask for the objectives of the website or of each page?

Without clear objectives it will be difficult for a content writer to satisfy your needs.

2)      Do they ask for the keywords and keyphrases you are targeting for your business?

If your writer doesn’t ask about keywords it’s a clear sign they don’t know much about search optimization . Without the right keyword and keyphrases, your firm’s content won’t improve search results.

3)      Do they ask for the names of clients to contact, to learn more about your product or services?

Good content writers know that the most powerful testimony for any product or service comes from the customer.

4)      Do they ask for the names of product or service experts to contact?

Asking for additional resources to contact demonstrates a writer’s willingness to delve deep to get a firm understanding of the product or service.

5)      Do they ask for the names of your competitors?

A good content writer will ensure that your website content is unique. Checking out the competition is smart strategy.

6)      Do they ask you to describe the tone and feel you want for your site?

Will it be informal, formal, or humorous? A good content writer saves time by finding out up front.

7)      Do they ask for the names of websites you like?

Sometimes it’s hard to describe what you like. Showing someone what you like can be an efficient way to communicate it, even if it’s completely unrelated to your industry.

8)      Do they ask for previously written literature or successful promotions?

A good content writer will want to know what has worked in the past, and what hasn’t.  There is no sense repeating a mistake.

9)      Do they ask how you will measure the success of what they do?

Asking this question demonstrates a writer’s commitment to achieving results, not just creating words for a page.

A good content writer asks a lot of questions, and seeks out the answers. If your content writer isn’t asking those questions, your content is likely to show it. Is there anything a writer shouldn’t ask about?

B2B Landing Pages That Deliver

Ask any business owner if his website is delivering for him, and he cares about one thing: leads. “How do I know if someone is contacting me from the website,” asked one business owner recently. Website traffic is worthless if you aren’t able to convert visitors into something of value to your boss.

Traffic is converted to a lead when the B2B marketer captures the visitor’s contact information on a landing page. Unless visitors are convinced you have something they need and want, it’s not likely they will give you their email or contact information. Thus the goal of a landing page is to convert those visitors to leads with a clear and compelling offer. Follow these best practices for the best results.

Keep it Simple

Make one offer, and one offer only.  Multiple offers only serve to confuse. Strive for clean navigation that points the visitor to the desired action. Keep enough white space, so that your message can easily be scanned.

Keep it Direct

The headline should offer a clear benefit.  This is not the time to be clever. Your goal is to be understood. Answer the obvious questions in clear and concise bullet points. If your prospect is on the fence, what would be the one thing you would say to convince them? Consider a testimonial to instill trust and confidence.

Make the Button Big, but Keep the Message Soft

Users should intuitively know where they need to click to submit their information.  Avoid words  like “Buy” or “Subscribe” as these words can lower conversion rates. Studies show softer calls to action such as “Get Started”  or “Try it Now” work better.

Landing pages are one of the most important features of your site, so give them your attention. Without a good landing page, you can’t deliver on the only measure of success that your boss or business owners understand: leads.