Why a Web Site Marketing Strategy Builds
a Unique Website Design
The first reason is your web site marketing strategy determines exactly what is to be built. The second reason is you can’t build a successful anything without a master plan.
As we already said, keywords are a major ingredient in most every aspect of your site. The data from research tells you what people are looking for and how often they search keywords that relate to your practice areas.
One of the most important data pieces is the competition.
For an example of that, let’s examine the phrase “web site marketing strategy”. The data set says at Google, 280 searches happen in 24 hours and that 57,900 competing web pages are there for me to beat.
That says all by itself I need a plan.
In short, the plan is to build an optimized web page of informative useful content using the phrase correctly and in all the right places. Exactly why this page you are reading right now exists, because I know you are looking for this information.
Keyword research told me so, along with hundreds of other related phrases. My strategy will be to build a site like the one you’re on, and to do that I must know the keywords to market, where to use them, how to use them, and how the competition uses them.
For each and every page written you must know:
• meta tag descriptions
• meta tag keywords
• meta page titles
• how many pages
• page order
• navigation structure
• navigation button names
• page file names
• image file names
• …..and the list goes on!
Try all that without designing a web site marketing strategy first. Then build 20+ pages without all of the details outlined in detail and you have just killed your web site.
For those who sell professional services, your basic strategy is to create a marketing funnel which achieves your most wanted response. The one thing you must do is build a mailing list. You have to build a "know-like-trust" relationship to accomplish that.
It is not likely you will be contacted on a first visit nor is it likely you will sell a service of high value directly on the web, so that must not be your Main MWR, (most wanted response).
What is So Hard About Creating a Web Site Marketing Strategy?
Every page is affected so every page has to be designed using the right keywords with the right ratio of searches to competition. Every page has a title. See the blue bar at the top of this page? That was created with a meta tag and each page has several of those and that’s just one page element of many.
How do you keep track of all this?
Our web site marketing strategy process gets reduced to a very specific outline. The outline is the final master plan. It tells the builder what goes where, page by page.
Maybe you have heard the phrase if you fail to plan you plan to fail? I give you my personal guarantee that is true in this business. Thousands if not millions of web sites have failure in common and the lack of planning is the reason for that.
• Failure does not have to happen.
• The strategy design determines what content has to be.
• The keywords are where it all started.
• How keyword data gets used is the web site marketing strategy.
What’s next?
Content is the next element in our strategy. What will it say? How will you communicate your message to your readers? Better still, how will you guide the reader to your MWR (most wanted response)?
The CannonFire Web Site Content Guide
Need to be convinced a web site marketing strategy is required? Download Can a Website Help Your Professional Practice!
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