A Few SEO Content Strategy Tips for Your Website’s Service Pages
For small businesses, SEO can be a Godsend: it allows them to compete with larger companies with ease, and it allows them to generate leads at half the price and effort.
However, every content marketing company worth their salt will tell you that that can only be achieved if every part of their digital presence is curated properly, especially when it comes to service pages. One of the ways a small business can maximize their SEO and content marketing is to ensure that their service pages are written well, but also, written for the right audience. Here are some tips for your website’s service pages so they can work hand-in-hand with your SEO strategy:
Make Sure Your SEO Service Pages are Appropriate for Customers in their “Customer Journey”
In marketing, the “customer journey” is a visualization of your customer’s experience with a company. Depending on the school of thought, the SEO customer journey can be a simple, step-by-step process, or a complex and complicated trip that involves a whole bunch of acronyms and psychology (seriously).
We’ll make it simpler, though, by breaking it down to the 5 most important steps:
The ‘awareness’ stage is where all customers start their journey. This is the part where they’re just getting to know you and what you do. The ‘consideration’ stage is where they start comparing you and your products or services with your competitors. The third stage is ‘decision’, which is quite self-explanatory. The last two stages, ‘service’ and ‘advocacy’, occur after you’ve made the sale and are essential in customer retention and customer loyalty.
By making sure that your website’s service pages are aimed at specific stages in the customer journey, you’re ensuring that every visitor is greeted by SEO information that they need right at that moment.
Your SEO Service Pages Need to Be Precise and Should Cater to Specific Customers
Because your service pages are aimed directly at specific customers in the customer journey, you’re able to cater to very specific customers for each page. These service pages should be written in such a way that it directly and precisely does the following:
- It recognizes their pain points
- It validates their pain points
- It emphasizes your brand’s product and/or service as the solution for their pain points.
Remember that every page in your service section will be visited by a customer who has a very specific question and problem in mind, and those that stay on your service page will be a customer who has gone from ‘awareness’ to ‘consideration.’
Always Highlight Your UVP (Unique Value Proposition)
Because your SEO service pages will be catering to customers in the ‘awareness’ and ‘consideration’ stages, you will need to highlight your brand’s UVP, or Unique Value Proposition.
As the name suggests, the UVP is the thing that sets your product or service apart from the competition. Note that this does not necessarily mean that it’s a novel feature that no one else is using: whatever UVP you have, it must fulfill the following criteria:
- Relevant (it satisfies or solves a customer’s pain point)
- Quantifiable (it delivers very specific benefits)
- Differentiation (it can’t be found anywhere else)
Remember that your UVP is going to be a prominent identifier for your brand and, if showcased properly, can be a highly effective lead magnet that will get customers from the ‘consideration’ stage to the ‘decision’ stage. This is how your SEO service pages can generate leads.
Be Honest and Upfront About Your Costs
The ‘decision’ stage is, arguably, the most important stage of the customer journey for a business. Here is where you make your final ‘sales pitch’ so to speak, and it will involve the price of your product or service.
And this is where you need to be honest and upfront about your price tag: in the digital age, customers enjoy authenticity from a brand more than anything else, especially when it comes to SEO service pages. Don’t try to game the customer by offering a low sticker price and then ‘hiding’ the rest of the cost with hidden fees and charges. If your SEO service page was done correctly, your customer will see your costs and still be convinced to purchase.
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As one of the best reviewed content marketing companies out there, Top Results Consulting has been helping businesses of all shapes and sizes generate leads and get the right kind of customers to their website to check out their products. We’re able to do this because we have a wide collection of digital marketing experts that are masters of their field, from SEO and PPC to content writers and strategists. Want to learn more about what we do and why we’re great at it? Contact us today!