2 Ways to Identify the Website Content Your Visitors are Really Looking For
When it comes to deciding on new content for websites, all too often the decision is made by people within the company.
In other words, various stakeholders will identify the information they want to place in front of their visitors.
Granted, any company or organization needs to present information about itself, its products and its services. But not all the content on your site should be company-centric.
A significant proportion, or even the majority of your site’s content should be focused on what your visitors want to find.
Why? For two reasons.
One, when visitors find what they are looking for, rather than what you want them to be looking for, they will immediately feel more engaged with your site.
Two, you’ll get more visitors simply because when people use the major search engines, your site page content will be more likely to match the search phrases they use.
So how do you know? How can you figure out which topics and questions are at the forefront of your prospective visitors’ minds?
Put simply, you need to listen.
Here are two specific ways:
1. Just ask.
There is no excuse any more for not interacting with your customers and prospects.
You call use polls, surveys, blog comment fields and even Twitter.
All you need do is ask people what is most important to them. What their biggest problems are. What their most urgent needs are. Which questions they need answered.
Compile the results and you’ll soon figure out what it is your readers really want you to be writing about.
2. Use Wordtracker’s Keyword Questions tool.
This is a free tool and I think it’s great.
You simply type in a keyword or phrase relating to your business and click the Search button.
Wordtracker then finds related questions and tells you how frequently they are being asked online.
For instance, on the topic of coffee, the question most often asked is, “Where did coffee originate?”
Type in Obama, and the most frequently asked question, by far, is “What nationality is Barack Obama?” Strange, but true.
Concluding thoughts …
There are now so many different ways to find out what your audience wants to know.
To me, it just makes sense to address those needs by creating content that answers people’s questions.
Think of it as stage one in the relationship.
First you answer the question that is most important to someone.
Second, you suggest a product or service that might match the needs that lie behind the question.
[Ed. Note: In-demand web copy consultant Nick Usborne doesn’t offer seminars because he’s too busy with his clients and money-making websites.
- But you can get the rare opportunity to learn from him firsthand at the 2010 Web Copywriting Intensive, March 8-11 in Las Vegas.
- After spending just one day of the event with Nick, you’ll be able to present yourself to any company, large or small, as an expert who can transform their online presence.
And you’ll leave Las Vegas a paid web copywriting specialist … guaranteed. Learn more now.]
How to Land Clients in 21 Days with Just Your Computer
How do I land my first client? It’s a question every aspiring freelancer asks eventually. Now, there’s a proven system for landing clients that removes the guesswork. Best of all? No cold calling. Learn More »
“I was thrilled to find I’d broken the $20K mark with minimal effort, but more than that it was incredibly satisfying to know I’d earned that money independently - using only my mind and a computer.”
If yes, you could be in big demand, earning big money, writing just a few hours a day from anywhere in the world you choose to be.
Get Nick Usborne’s step-by-step system for creating money-making information websites.
In just 6 hours and 35 minutes, you can be in business earning $60 – $150 an hour writing simple resumes.
Learn the secrets behind succeeding in this in-demand career.
The work is plentiful … the pay scales are generous and the competition is scarce!
Get the answers to the hundreds of questions and concerns commonly asked in specific, step-by-step details.
Use this eight-step plan to make the leap from aspiring copywriter to professional copywriter this year.
Let your fellow AWAI members show you firsthand the easiest, most powerful way to land your first client … BEFORE you finish the program.
Writing for the web is a huge opportunity for copywriters. Let web expert Nick Usborne show you how to write blockbuster web copy in record time … even if you're a complete internet “rookie”!
It’s an opportunity to make $50,000, $75,000, $100,000 a year or more … working just a few hours a day.
A once complicated profession is now something you can do on a standard computer – even if you have little or no “artistic” ability.
It’s one thing to have a website. But if your website can’t be found by the search engines, it may as well not exist.
The Internet creates new income possibilities every day. The biggest among them: online video marketing.
Get the very techniques top-performing copywriters use to rattle off one groundbreaking control after another.
In his new book, Michael Masterson teaches you his very own formula for powerful persuasion and how to apply it to direct mail sales letters as well as online promotions.
Nick: Thanks for an informative and helpful article. If I could afford it, I'd be at the intensive, but I couldn't even make it to bootcamp! Christiane
Christiane – October 21, 2009 at 10:03 pm