your offering

People buy for a reason -

One fact of “marketing life” you can rely upon is that the reason people buy will always boil down to a benefit.  Your customer is going to benefit in some way by purchasing your product or service.  This can present a tricky balance in how you create "copy" to achieve page one search results for your website.  Consider this example.

Let’s say you sell cars.  What you’re really selling is transportation, right?  In fact – you’re selling private transportation to be more exact.  But along with the private transportation benefit – you may also be selling comfort, safety, and perhaps prestige.  All these things are true - yet who is going to enter "safe comfortable prestige transportation" into a search engine if they’re looking for a local BMW dealer who carries the X5 4.4i.  The search string that will be used is obvious – possibly modified by a location, such as Orange County (ie. “Orange County, CA BMW dealer that carries X5”).

A well constructed Gateway has to balance creating a strong search index with the realities of motivating your visitor to convert their visit to a contact once they reach your website from their search engine results.

How do you convert keyword positioning into warm / hot leads?

There is not a fixed answer to this – but if your primary marketing goal is high search placement – then content covering the fundamentals of your offering – those terms and phrases most likely to be used by your prospective customers – needs to be emphasized according to best practices for search optimized website construction.  This typically means positioning your keywords and search phrases toward the front of your page and making use of those tag types most indexed by search robots.  Except for one and two word “benefit highlights” at the top, save the “marketing prose” for the bottom of the page.  For more detail, bring this point up when you open a dialog with one of our Search Consultants.