Companies world-wide have discovered the great sales potential of product web pages. These pages highlight the product features of a set of products or services within a larger company website. Many of these organizations, in their haste to start attracting new sales, ignore the task of properly configuring that page to attract traffic. If your company has invested in a product page and has realized little benefit, here are some ideas on how to fix the problem.
In looking at how current business schools teach commerce, it appears that most are quite good at teaching the fundamentals of general management and accounting. However marketing product in the internet age has placed greater importance on traditional liberal arts areas of language and interpersonal communication. These communication and language skills have again surged to the forefront in importance as internet marketing and eCommerce requires careful exploration of language use and message delivery.
A “Product Page” Organizations recently figured out that a product page can add volume and useful information to their web environment. Building such a page is a simple matter. Hire a web design expert, write some copy about product features and attributes and post it. That I all there is to it, right? Well no. There is quite a bit more to it.
Page Rank SEO Consultants frequently get the question, “I have a high page rank, but why am I not getting a position on searches for my product type?” The answer is fairly simple. Many web pages were built using the company name as the title. That title appears again within the header tags and text. Of course the engines recognize a high page rank – but for the company name. And who is going to search for the company name except existing customers? Winning new customers requires a different communication strategy for internet product pages.
Rebuilding a Product Page Converting the product page into a traffic magnet or at least one that can attract the attention of potential customers requires addressing three issues:
How do customers search? What do they look for? What language do they use to describe the product?
Understanding how a new customer would use the internet to look up information is key to setting up the page to attract traffic. Do customers typically want to know a great deal of product feature information? Are they looking primarily for pricing information? Do customers research their purchase immediately prior to buying or is there a longer deliberation period?
What customers are looking for in using the internet is also important to understand. What do new clients really want? Is it that they are after the nearest location? Or what exactly are the main research points they look for? Are internet users then likely to use a geographic term (such as Dayton or Ohio) in their search?
Most importantly, what language is used to describe the potential buyer’s process in looking for information? What words are commonly used; not necessarily in describing the product, but in describing the need that the product meets?
The web owner must research these questions prior to building the product page as the language elements will drive design of the message and text. And, titling a page using terms like “riding lawn mowers in Pittsburgh” would be much more effective in reading new purchasers than with a page titled “Williams Lawn Services.” What homeowner searches for Williams Lawn Services except for ones that are current customers or have seen the name elsewhere?
Headline tags, titles and text all must be focused on keywords and phrases that are meaningful to the customers and relevant to the terms they use to seek information. Remember also to include a geographic term (if applicable) as well, such as the name of the city or town that you serve. Investigating buyer behavior to understand how users make purchases and search for information can provide the insight you need to position your product pages to attract visitors and win customers.
SEO Consultants in Denver help companies improve revenue by driving up traffic to their internet pages. Companies that position their products through an effective internet message strategy can significantly improve revenue and profitability. So visit our home page or the SEO Consultants in Denver Blog today for the latest Search Engine news and trends.