You’ve got a fantastic product or service that your clients love. However, you still feel like the best-kept secret in your sector and industry because you’re not obtaining the desired number of leads regularly, at least. The information you need is qualified – the sort that comes from your business’s target market. This implies you’ll need a multi-step marketing approach, which includes increasing exposure, drawing visitors to your website, and positioning yourself as an industry leader.
Our digital marketing firm is guiding you through how content marketing generates more leads, from the first step of making your organization visible to converting a visitor into a lead, to help you learn how to develop an effective strategy.
What Sets You Apart from Competition?
Before you start implementing SEO and producing content, make a list of what differentiates you from your competitors so that you may appeal to your target market and devise your content and keyword strategy. For instance, you might be one of 15 legal firms in your city and region, but your business specializes in injury claims instead of many other jurisdictions. Using keywords and material that set you apart from the competition allows you to use phrases and content that no one else uses.
Your differentiators don’t have to be a distinct area of expertise. It can be anything that distinguishes you from your target market in meaningful ways. What sets you apart, for example, could be the fact that you give free consultations or the option to pay over time. You’ve got the groundwork for your marketing once you figure out how to stand.
SEO to Improve Search Engine Rankings
Whatever type of business you run, your clients are using search engines to discover what they need, and you want to be the first result that comes up. Search engine optimization (SEO) is a multi-step process, but the payoff is tremendous if you can be the best-ranking site for your keywords. To assist you, let’s go through some of the stages involved in increasing your search engine rankings and attracting more visitors to your website.
The keywords you use are the foundation of your SEO strategy, and knowing what people are searching for can help you market to them more effectively. You may use Google Analytics or Keyword Explorer to find out how visitors arrived at your website, and then combine those insights with trending Google Trends subjects (such as “criminal defense lawyer”) and the aims you want
Unless you’re a strict internet company, you’re most likely serving a particular geographic area. So in your pages, make sure you include your location, mainly the H1 (banner headline title) and other headers, as well as the title tag and meta description. This ensures your business will be more likely to rank well with people in your area who type in “Keyword Near Me” or “Keyword City.”
Know Your Keyword “Hot Spots”
It’s critical to label each of your main pages, such as your home page and service pages, and then use that term in the text throughout your website. It’s important to remember that you don’t need to use your keyword in the text a dozen times. Google algorithms seek “keyword stuffing,” and it does more harm than good. Instead, concentrate on ensuring that your keyword is present in the following locations:
- H1 – Your banner headline
- H2 – A variation of your keyword in your H2s as you expand on information
- Title tag and meta description – the information about your page that comes up in search engine ranking pages.
- Within your call to action.
Create Content to Build Trust and Authority
Many business owners are hesitant to create content for their website beyond the primary home page, contact page, and about page, but creating content offers two essential benefits:
- Every time a search engine crawls your site, you may expect to see a boost in your rankings. Even better, this allows you to use your keywords to improve the ranks of your other keywords.
- You can develop trust and increase customer engagement if someone visits your website and finds relevant, valuable blog posts and well-written, informative service pages. Even if someone clicks on your website after reading about a problem that it solves, they are more likely to remember you in the future when they need your services.
If you’re not sure what kind of content to add to your website, consider:
- Make sure every service or grouping of services has its individual page.
- Create an FAQ page
- Blogs that are connected to the season. Consider, for example, How to Get Your Business Taxes in Order or What’s the Best Way to File My Taxes if you work in accounting.
Every Page Should Have a Call To Action
You don’t want your visitors to leave your website without completing a transaction, so you should promote the final step of the experience to them. Of course, you want them to do anything at all, whether it’s calling you to schedule an appointment, downloading a free e-book to capture subscribers, or filling out a service request form, and every page should encourage. A call to action (CTA) is an invitation to proceed, which may be as straightforward as a button that says “Call now” or a graphic that encourages someone to download a freebie.
The essential component of your call to action is informing the visitor on your website precisely what the next step is and providing them with a compelling incentive to do so.