This is a topic a lot of people ask me about. is there a system for creating a successful web page? One that not only ranks well in the search engines, but also converts sales or leads?
There is a basic structure that has worked for me as a guideline.
1. First of course, the code in the web page needs to be cleaned up. All unnecessary code should be eliminated, put into external files, etc.
2. You need to identify one master key phrase for that web page to target.
3. Type that key phrase into the google keywords tool.
4. Make a list of 5-10 phrases that google tells you are related to that master key phrase.
5. Name the html file the same as your master key phrase, like “bicycle-parts.html, bicycleparts.html, or bicycle_parts.html
6. Rename all of your images based on the keyword list you made. use the alt tags for related phrases that also descibe the image.
7. Use the title tag in the source code. Give it the same name as the file name or a variation such as “Parts for Bicycles”.
8. Write a description tag that makes people want to click over to your website, like; “We have the lowest prices on the web for bicycle parts!” This is the text you see below a link in a search engine results page whenever you search for something. If your description is better than those who rank just above you, you still might be the link they click on if they like the desciption.
9. Do not stuff a bunch of keywords and phrases into your keywords meta tag. Use only words and phrases and variations of those words and phrases that you will actually be using when you write the content for that page.
10. Start with an H1 tag at the top of your page. Use the master key phrase or a variation of that phrase here as well.
11. There are 3 type of people who will visit your page.
Type 1 - Knows exactly what they are looking for and does not need a lot of information before they are ready to buy. So you will write the first paragraph of text to summarize what the whole page is about. Then you need to put in a call to action at the end of that paragraph or just below it.
Type 2 - needs a little more information before they are ready to commit to anything. Write another two paragraphs that go into a little more detail than the first paragraph, then add your call to action at the end or just below those two paragraphs. Do not use the same words in the call to action that you used after the first paragraph. If that did not get them to click the first time they read it, it won’t likely work the second time you say the same thing. If you said “click here for more info” at the end of the first paragraph, say something like, “see how this product or service can help you” at the end of the two paragraphs you wrote for type 2.
Type 3 - is the type of person who is going to read every single word on the page before they will commit to anything, so write another three paragraphs just for them. Then add a brand new call to action at the end of the last paragraph or just below it.
This pyramid approach to writing sales text has proven successful time and time again.
12. You should have your keyword list memorized as you write the text. Use your master key phrases at least 3-4 more times plus use each of the related key phrases from your list a couple of times each. But most of all, focus on how to use them in such a way that you are closing the sale. Converting sales is more important than the right keyword density, but both can be achieved if you set your mind to it.
Your web page may not be one that you can use the 1 paragraph, then 2 paragraphs, then 3 paragraphs method. This is just a suggested guide. You do need to address the three types of visitors and target each of them in the way suggested. A little info for type 1, then a call to action, a little more detail for type 2, then a new call to action, then more detail for type 3 and another call to action.
If you build each web page using this as a guideline and you know how to write compelling content, you will rank better and convert more sales.
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