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lego man & computer screenThis website marketing tip shows by example how singular focus can not only bring more visitors to a website but generate more sales.

Skip straight to the tip example.

Why you need this website marketing tip

Business start-ups are booming. More and more businesses are competing and more and more are competing online. How do you get ahead and stay ahead of your competition? How do you reach your potential customers to show your product or service as the right and best solution for their needs?

More and more of your potential customers are now using the internet with over 90% of people using the web as the primary way of finding the solution to their needs.

Many businesses believe that lots of people will visit their good-looking website and want to buy even though the reality is that many beautiful and expensive websites are poor converters.

A Common Mistake

A common mistake is to have too many different offerings on one page rather than a clear focussed message to your target customers that demonstrates you have the solution to their need with a compelling offering.

Traditional marketing is often untargeted and built on hope. It hopes that when someone sees an ad it happens to coincide with hitting the need of someone at that moment in time. How many billboards or tv ads do you really take notice of? Even the funny ads I remember as funny but often cannot remember the brand or product advertised. However, when I have a particular need then billboards or ads that address that need suddenly grab my attention.

Tip – Focus Your Website Marketing

Why am I mentioning this? Well in Google there is a pool of ready made people who are actively looking for a solution to particular needs and are searching for it right now. That need is usually pretty focussed. Especially when they are ready to buy. For Example ‘Good Hotel in Yorkshire near Tour de France route.’

This is where optimising each page of a website to focus on one search phrase (& related phrases) makes sense. If you know the majority of your visitors have landed on a particular page after a particular search then it makes sense to focus that page on showing how you meet that need and ignore everything else you do on that page. That page then stands every chance of being returned in the Google search results for the targeted phrase because it exactly meets the need of the searcher. So you may be a hotel in Yorkshire on the Tour de France route but if you do not mention the Tour de France then it’s unlikely you will show up for it.

At the time of writing the Rendezvouz Hotel in Skipton is on page 1 of Google for this search.

 google search

google search results

Clicking on to the page shows a whole page of quality in depth information all about the Tour and their proximity to it. There is no mention of restaurant dining, weddings or leisure facilities; it is totally focussed on the Tour and their Tour de France package. This page exactly matches what I wanted when I ‘Googled’ so I’m a happy searcher likely to buy what I have found.

focussed website example

Imagine your website where each page is focussed on targeting the specific need that your visitor is looking for now. You have the basis for not just a good-looking website but an effective marketing tool for your business. 

Need some help? You can use me to build a conversion focussed strategy for your website that clearly reaches the right customers with the right product making the right impression at the right time.

Why not give me a call on 07906 971762 or send me a few details about your situation.

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image by kennymatic

About the author: Pete Stevens: I work with businesses to get the best out of their website; maximise visitors and maximise sales. I live with my wife and 2 teenage children near Bradford & Leeds in Yorkshire UK. I enjoy golf, football and curry mmm!

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