Site Reference Internet Marketing Articles-29

Site Reference Internet Marketing Articles-29

Take a look at most SEO company websites and you'll see the same old, boring thing. It's no wonder prospective clients have a hard time shortlisting SEO firms when they looking for a vendor.
So, how can SEO vendors get an edge right from the start? I think the answer lies in making your website more personal.
Don't underestimate the power of the "gut feeling". Let's look at how you can makeyour websitereally speak to the people you want to attract as customers.
And just in case you were wondering, yes, it will take a little more work than producing a generic SEO company site.
Make Your Content More Personal
Words are personal. They can create fans and make people want to be associated with you. If you're not using personal words on your website and in your articles, your content simply isn't going to be as powerful as it could be.
Journalists know something that even seasoned copywriters can sometimes lose sight of after writing too many corporate websites: pulling the heartstrings pays off. (Just ask any editor what compels them to follow up on one of the gazillions of press releases they get each day. It's often a story angle that appeals to their audience on a deeply personal level.)
In order to find what's going to pull the heartstrings, you need to learn what your audience cares about.
But first, know who your audience is.
This doesn't mean "small businesses" and "marketing departments". Ultimately it's a person who is reading your content and making decisions. You want to know what this person cares about (growing a business to support their family? Or climbing the corporate ladder?), what they fear (costing the company money? Looking bad in front of their peers?), what they really want from you (a partner who will take care of everything? A provider who can fit in with the existing vendor framework?) You get the idea…
Create areas of your site, or even just landing pages, where you can communicate with each different audience directly. Be sure you address each according to the things they care about. Link to the most relevant case studies, samples and articles for that audience.
If you don't know what your audiences care about most, spend some time talking to a couple existing customers.
Squeezing out the personality even when the lemon is dry
As an SEO company, you're dealing with a complex, dry subject. How do you juice it up for readers?
Use real images. Stock images just don't cut it. And by all means, avoid the clichéd theme shots (like showing a tall building or airplane when the page is about ranking higher).
Instead, show actual pictures of your workspaces. Screenshots of ranking results. Actual customers. Only use pictures that mean something to your audience. Use captions that support your main point-these will probably be read more than the main copy on the page.
What are the things that really get you and your staffgoing about their work? Is it finding a new edge for clients? Do you consistently go above and beyond with yourclient support? Do you have a knack for explaining tough-to-understand concepts in a way that resonates with clients? Whatever you do well sure it shows on your site!
Make sure the copy talks like one person speaking to another. Stand up and own the business. If you're using a copywriter, ask him or her to write every communication as if it's coming from the president, founder-whoever embodies the personality of your company. And make sure they interview that person until thoroughly familiar with the unique points of that personality.
If that's not possible, then capture the personality or culture of your business as a unit and weave that unique personality into everything, from the design to the language on the site.
Be transparent. This doesn't mean spilling your guts about every shortcoming on the home page, but be forthcoming about things that may matter to the other person where appropriate. (Do you outsource some things overseas? Do all your team members telecommute?)
You may even be able to turn these things into a plus that will appeal to others. At a minimum, this can help ensure a good client-vendor match from the start and help create a feeling of trustworthiness-especially important in online dealings.
Highlight the people at your company, even it's just you for now. Show photos, include profiles-let the reader get a strong feel for what makes you and your people tick, and you'll already be ahead of the other SEO companies they come across.
Hi Crazy, wow, that site was just mindblowing, eh? Reid, I had a look around your site and enjoyed reading it. I like how you draw on specifics like the number of companies you worked with, etc. (The main thing I recommend for you is to include some kind of headline on each page helps orient the reader so they know what they can expect to learn on each page). Barry, your site felt very personal, too. Love how you started out by introducing yourself. I do have to make the point here, also, that when you a consultant it may be easier to keep the personality front and center gets trickier as you grow into a bigger outfit. Jill Whalen is someone who has managed to do this well through her newsletter.