At the end of this tutorial you will have the tools to create great sales pages that convert traffic into leads. You’ll learn how to determine what content you already have and what you need to create to produce sales pages that will better sell your products and services. In addition, you’ll see how to categorize this data to make creating the new pages quick and easy.
STEP 1. REORGANIZE KEYWORDS INTO CATEGORIES
Pull up your keyword research document and re-organize your keywords into categories by
creating a separate tab for each product, service, or subject.
STEP 2. BREAK DOWN CATEGORIZED KEYWORDS INTO
SALES CONTENT AND INFORMATIONAL CONTENT
Next, re-organize your tabs so that any sales keywords are at the top in a separate color. We
used green for our example. Put the keywords that are more informational (rather than sales-
focused) below the sales section. Use a different color for the non-sales keywords.
Expect some crossover with these words, but that’s ok. People tend to research more on
informational content rather than sales content.
Once you complete this keyword organization, it will be easy to find what pages need to be
built specifically for sales.
STEP 3. DO YOU HAVE THOSE PAGES BUILT?
Your keyword research will help you know if people are searching for what you do. If so, do you
have a page built to sell that service? If you determine people are searching locally for your
service, you’ll need a separate page dedicated to it, especially if it’s a large niche.
If the page is not built, add this information to your Content Inventory Document. The template
can be found on our website. Download the On Page Optimization Inventory and find the tab
Content Inventory within that. If you don’t have a page for that keyword, add this to the
Content Inventory document so you can remember to build it later.
Check our other tutorials on how to build search-engine-friendly pages.
TIP #1: SEARCH COMPETITORS
If your customers are doing research in a smaller niche, it can be hard to find your company’s
pages. One way to ensure that your pages are found and that you didn’t miss creating certain
pages is to research your competitors. In particular, check out those located in big cities where
the competition requires that you be perfect to rank first in searches.
For example, type in “Construction Lawyer NYC.” You might see ten difference services that are
offered and then must ask yourself if you also perform these services. If you do, you need to
add new pages to your website.
TIP #2: REVIEW NEW AND TOP COMPETITOR PAGES
To find the top pages or newest pages of your competitors, type a search operating term into
Google. For example, “Site: website URL.” Google often lists the most important pages first, so
you can easily find the best pages your competitors have built without having to go through all
You can then organize these in helpful ways, such as the top pages for the last month. You
might also find recently-built sales pages or check their sales cycle for useful information that
you can use. This takes five or ten minutes and provides a wealth of data.
What you always want to know is whether your competitors have an advantage over you and
whether or not you’re staying abreast of that. Google is always looking for fresh content, so if
your competitors are putting out new information, you want to be doing it too.
TIP #3: KEEP CONTENT USER-FRIENDLY
To rank high for your sub-services, you can list them in a left-hand navigation section on your
various web pages. However, this format is not very user-friendly. Instead of putting in this type
of navigation option just to rank high on search engines, think about a format that will help sell
your product or service.
Use a header that grabs attention or reorganize your content so users will want to read it.
Rather than left hand navigation, list the items below the text or add links to your sub-services
within your text, like Wikipedia, so readers can click right from the text while reading through it.
Instead of forcing pages for high SEO, focus on making your pages useful, interesting and
attractive so readers want to see what you have to offer.
To successfully create effective new sales pages, follow these steps:
- Re-organize your keyword research into tabbed categories on an Excel or Google Document spreadsheet.
- Breakdown those categories into sales content and informational content.
- Determine if you have pages built for all the services you perform. If not, add this information to your Content Inventory Document to build the page.
- Search the new and top pages of your competitors to ensure that you are providing the same type of quality up-to-date information for your customers. This will keep the competition from gaining an advantage over you.
- Keep your content user-friendly.
Building user-friendly sales pages with great content will keep your customers interested, your competition at bay and your SEO right where it needs to be.