There is probably no wedding professional out there that has not received multiple solicitations from companies guaranteeing to get your site on the first page of Google. Multiple strategies exist to make that happen and it is all predicated on the competitiveness of your category in your geographic area, along with the complexity of the key words you want to rank for. If you are a DJ in Southfield, Michigan, a suburb of Detroit, it will be easier to rank for the search term “Southfield Dj’s” than “Detroit Dj’s.
While many industries rely solely on search engine marketing to gain leads, we are in an industry that is built on networking and word of mouth. Search engine marketing has the potential of supplementing the growth of any company but cannot be the only driving force. Regardless of how a prospect finds you, your website is the front line where a client can contact you for an appointment or decide that your company is not right for them.
Whether a bride comes to your site via search engine, referral link, magazine or from a business card they received at a bridal show or referring vendor, you may only have a few key seconds to allure her or convince her that your site provides the information, product, or service they are looking for, along with radiating the quality, price point and credibility to win their interest and trust. The bottom line is if your site does not have an aesthetic appearance and can’t answer these questions on first glance, you’re probably missing out on a lot of site traffic that could otherwise turn into leads, customers, and overall profit for your business.
When developing your website, keep in mind the following five questions and make sure you clearly answer each one throughout your website message:
These four questions include:
- What does your company do?
- Where do you do it?
- How are you better than your competition?
- What should the customer do next? (i.e. you need to put “calls to action” on your website)
These questions seem very elementary, but each is vital in communicating how your site (and company) can fill a need for your visitors. It’s also not only what you say, but how you say it. It is presenting your company elegantly and clearly. It is having just enough content to get the message across without overwhelming her.
To close, we have a little bit of homework for you. Take a look at your website and see if you can find the answer to each of the four above questions. If you can’t, then try to incorporate them into your website’s message.