10 steps to make your marketing communications' site focused on guiding visitors.
- Sign out of Google. If you have a Google account for email, news, YouTube, etc.; Google remembers your preferences and shows you those sites when you search on similar keywords. You'll never see what the visitor sees if you let Google show you pages you've been to before. Pick your buyer persona category and search on the terms they would. Put them in order of the number of results. That will tell you the hierarchy of your site design.
- Arrange your first page of Google print outs in order of the number of results. You'll see the level of importance you need to apply to your web site design. It's like a path through the woods. As someone goes down into your site they will learn things more specific to their needs.
- Now refine the content to match the journey. Many benefits and features of your product will be the same for all your products. We'll get those out of the way first and include them on the first page. More specific features and benefits will be the content as your visitor drills down.
- Determine what pages you want to show in your menu. Some content will be very similar because of slightly different search terms. You don't have to show all those pages in your menu. Design the submenu you will place on these category pages.
- Write the content. Pay close attention to the keywords used on competitor pages. They will give you clues as to industry buzzwords and content you might have missed. Add some links to other more technical material the visitor can access. Conclude with a Call To Action.
- Design the pages. Here we need to get our images together. Be sure to use alternative text captions. The best site page arrangement is a "Z." The eye starts in the upper left, goes across the page, down to the lower left and finally to the lower right. In this case a simple four square will do it: Photo, benefit/feature bullets, learn more, call to action. The "learn more" pages can be a simple headline and content. The Call To Action pages will be a form to encourage communication such as a phone consultation or plant visit.
- Post the subsite pages.
- Study Google Analytics.
- Make adjustments.
- Benchmark results.
Google search results help design the hierarchy of your website. The pages with more search results should be at the upper level of your site. Those with lower numbers of search results will be after the drill down. These search terms need to be your product categories. And you will have to juggle them if what's important to you isn't very important to the internet. In this example all milling machine tools can drill and bore. That's why drilling and boring are secondary to milling. All CNC (Computer Numeric Controlled) machine tools are later versions of NC (Numerically Controlled) by computer tape. We use this historic hierarchy for example only.
Here's an example of the "Z" eye pattern from Open Source Marketer, "While building a new website for a large corporate client, the VP of Marketing asked me to justify why I chose to put the website navigation on the right. Why would anyone choose to put the website navigation on the right instead of the left? This question was pure curiosity for him. He really didn’t have an opinion one-way or the other, he just wanted to know why I did what I did. Here’s why…The Gutenberg diagram (or Gutenberg Rule), This is an easy reference to where the western reader’s eyes will go. As western readers, we have been trained to read from left to right. So, online we naturally gravitate to a left-to-right pattern. No one disputes this fact, and in a moment we’ll see how it’s the root of all arguments."
Here is a good diagram for the way industrial marketing communications flow, from the solution to a process pain to connecting with a person that offers a solution. Learn more at this fun site that offered the diagram from a college admissions seminar, Hyped To Death.
Our industrial marketing communication flow might look like this:
- I have bug holes in my potable water concrete cistern
- Search on potable water cisterns
- Learn about concrete release agents
- Understand agents need to be certified for potable water
- Contact the supplier for a sample
After you have created these pages, optimize them according to our 10 Rules for SEO, and make them live, wait a few days and then check the results on Google Analytics. Look for high bounce rates and low time on page. It will take several weeks to get indexed by Google. Once they are, benchmark your results, rinse and repeat. Good luck.
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If you liked this blog post you might like, "10 Step: Process Equipment Website Marketing Communications Review."