By Cheryl Salazar, The Partner Marketing Group


At The Partner Marketing Group, we write countless web pages for clients. They come to us because their web sites are not performing the way they should or their website is either way too complex to navigate or their pages are not drawing the traffic they should. Here are five important elements you need to consider when constructing your web pages.

1. Length

Have you seen the web page that you have to just scroll and scroll and scroll down to read all the content? You may read it but your prospects will not. Consider shortening your web pages and ensuring that your key message is contained in the first two paragraphs as today’s visitor skims the pages vs reads them. Keep each page between 250 and 500 words.

2. Call to action

You should always think about what you want your prospect to do on your page. What is the essential next step you want them to take to get in touch with you? Select your best 2 – 3 calls to action or offers but no more than that and vary them. Prospects consume information in a variety of formats so ensure you have video, white papers, blogs, ebooks, infographics and so on.

3. Good navigation

Don’t bury your offerings at the bottom of your page, your prospect may never get there. Provide your call to action or offer on the right hand side so prospects don’t have to hunt. Use hyperlinks with discretion to guide your prospects to read other relevant pages.

4. Watch your typos

Write your pages in Microsoft Word with the spell check turned on. Typos have the nasty habit of jumping right out of the page at you and there is nothing worse than visiting a site that shows clear lack of attention to detail. Your prospect will move on with the message that you pay no attention to your website and probably won’t pay attention to their project if they engage with you.

5. Page title and meta description

Every page on your site should have a page title and meta description. These need to be relevant to the page attached to them and are some of the most important elements on your website with regard to search engine optimization (SEO). Keep them brief and natural and write them for search engines as well as for your visitors.

Here is additional advice for you on how to write good page titles and meta descriptions.

Now that we’ve got you started, how do you make the most of syndicated content? Watch for our next blog on that topic.

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