Why Every Page on your Website needs to be built to sell
How to get a top Google ranking can be challenging for any small business. Competing with much larger corporations for space across the millions of Google search queries received every day is not easy for anyone. That said, when you get to know how Google’s algorithms operate, one realizes that there are opportunities to be ceased. If a page can live up to user expectations and ultimately provide a satisfying user experience, there’s the potential for it to stand out to Google and to thereby get higher rankings. How to do that is simple. Begin by building a website where every page is built to sell.
What we mean by ‘built to sell’ is to use incoming traffic as an opportunity to sell them on, at minimum, your brand. Beyond the speed of your site, the informative properties of your content, and inbound links, knowing how to sell is a key piece to building a successful website. Users will love any site that provides them with value. Therefore, the act of selling becomes not in ‘closing a sale’ but rather in presenting value that the visitor won’t find anywhere else. In certain categories, this is more difficult than others. In some areas, it’s not always easy to determine what makes your site stand out from its competitors. To this point, finding the unique value in one’s own website is what will point you towards how to sell it. Across every single landing page, ‘unique value to sell’ should be a key motivation when building design and developing content.
If you don’t already know where your site’s unique value is, start with the products or services your site is promoting. Rather than considering their unique selling propositions though, focus in on what dialogue those products or services have created with customers. For some, a product may be life-changing, making them feel more beautiful or confident. There may be qualities to how products or services make people feel that you’ve never thought of before. Every company that has focused in on how their services make customers feel have walked away winners. For example, Netflix realized it was a combination of low price to high value and ease of use that have made them the go-to brand for binging. For Amazon, it’s been about the effects of providing unique products at low cost and with increasingly fast delivery. Finding what you do better than anyone else begins with seeking input and insights from your customers.
Larger corporations don’t necessarily need to rely on building every page with unique value selling points, in part because their brands are more easily recognized. From a small business perspective though, smaller websites need to work harder to highlight their value. To this point, landing pages need to have content structured clearly and as the first point of contact to a customer, they need to be eye-catching. Every single page you index on your site has the potential to win or lose customers, and should be treated with care.
Website optimization is always going to be an ongoing process for smaller sites. Be sure to fill in clear descriptions for search listings, identify unique values targeting the consumer on every page, and be sure to incorporate a call to action (CTA) on each page to maximize revenue opportunities.
