As you create or update your Website, make sure you have the right content that makes it easy for visitors to find everything they need. Below are some examples of pages to add that are often overlooked (or properly done).
Why it’s important – 80% of business is marketing and PR is a great way to get free publicity. The media room gives a journalist everything they need including your media history, sample articles, topics, high resolution photos, company news.
Why it’s overlooked – Small businesses often don’t realize the power of PR and how being mentioned in the media gives you credibility. You have a third party citing your expertise and you’re able to reach audiences you never would have otherwise.
How to create – You’d create it as you would any page, putting a link to it somewhere on the homepage, either as a main tab or on a drop-down menu.
Why it’s important – The News Room is where companies should post news about the company. You’ll write media releases and post them whether you distribute them or not. Some items are not newsworthy and wouldn’t pique a journalist’s interests, but having the information on the Website will give you an opportunity to use your key words in articles. This will help your site show up in search engines and may give journalists ideas for stories.
Why it’s overlooked and how to create – Same as given for the Media Room.
This page isn’t overlooked, but it’s underutilized. I don’t know where the notion of putting only a contact form on a page came from. It should be easy for a potential customer or client to contact you. A contact form is so impersonal, whereas, a page with your complete address (it’s OK not to put this if you work from home and rarely need people to mail something to you), phone number, email address, hours of operations, etc., is so much more inviting. (The About Us page usually has the same problem. There is not enough detail about who the people in the business are and how you’re different from the competition.)
On my Contact Us page, I also provide links to pages for my main contacts (meeting planners and journalists).
Why it’s underutilized – This page is underutilized because people do what they see the majority of other people do without thinking it through.
Tips with Way to Opt-In to Email List
Why it’s important – Great content makes your Website sticky, and the longer you keep their attention, the more likely they are to buy. It also makes people tell other people, and gives everyone a reason to come back. Don’t miss out on an opportunity to stay connected. Collect their email addresses so you can continue delivering value to people who like what you do.
Why it’s overlooked – They might not think they have tips to share, or might not write well.
How to create – This section of the Website could be a newsletter or tips page. You should give away a lot of free stuff…nothing that would cost you money to give away but things that add tremendous value. For instance, when you sign up for my private email list, you’ll receive regular computer tips, templates to help you get organized, a time management cheat sheet, and more. This page should include a database form for capturing email addresses. The opt-in graphic is on every page of my Website and at this link. http://www.PeggyDuncan.com/subscribe
I created my sign-up form and maintain my email list using iContact.
FAQs (Frequently Asked Questions)
Why it’s important – This page will help potential customers or clients get answers to common questions. They won’t have to take time to call you and you won’t have to handle a lot of inquiries with these common questions.
Why it’s overlooked – You just didn’t think to do it.
How to create – You should make a list of common questions people ask with answers anyone could understand. On the Webpage, you’ll create a list of these questions and create hyperlinks to the bookmarked answers. This page should be kept updated as people ask new questions.
Why it’s important – People want to know how real people feel about your product or service. They will believe what others say far more than what you say about yourself.
How to create – Ask for them first. After my seminars, I’ll circulate an evaluation that has a space for a testimonial. However, the best ones come from people who email me later. (Always get their consent before you post. I also sprinkle these gems throughout other pages.)
P.S. If you’re a speaker or trainer, add a Meeting Room that has everything a planner will need before and after they hire you. Here’s mine to use as a guide.
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Peggy Duncan, personal productivity expert