According to one of Pam's clients, "Her work has helped us increase our conversion rate substantially and the ongoing optimization is continuing to pay dividends." This client's results are so good, he doesn't want to be named and reveal his secret weapon to the competition. (Contact Pam for details.)
The following method and content clarity tools are based on best practices for direct marketing on the web. They can help you achieve your marketing mission, whether you're using content to generate more inquiries, sign up new members, or sell more products.
The ContentClear Marketing Method for Web Site Optimization
A 7-step content strategy for conversion success
- Initial Contact and Proposal
After an initial conversation with you to determine your goals, we briefly assess your site and develop a strategic proposal including tasks, deliverables, timelines and a cost estimate as appropriate for your project.
- Discovery Phase: Web Purpose Brief and Online Research
We work with you to establish your site's mission, purpose, goals, competitive positioning and target audience. This is also where we look at your site analytics, keywords and competition.
- Current Site Analysis and Recommendations: 21-Point Usability Checklist
We evaluate your current site from the customer's point of view, identify opportunities for improvement, and offer a detailed plan for site optimization. This includes recommended enhancements to strengthen your marketing messages and SEO keywords.
- Key Message Clarity (Promises/Benefits) for Target Audiences: Web Creative Brief
We develop a content strategy document outlining your target audience's main "pain points" (the need or concern they're trying to solve), your website's value proposition (how your products or services offer the best solutions), your compelling offer, your call to action, your primary keywords, etc.
This helps you prioritize your most critical messages for content optimization so prospects and search engines can find your site and solutions.
- Information Architecture Site Map
Based on your site's purpose, we serve as the Information Architect, working with your web team to develop a blueprint for your site. This includes an official Site Map confirming the number of pages, what they include, and how they flow from the home page and through the buying process.
- Detailed Marketing Content in a Content Map/Wireframe, and User-Focused SEO Copy
Content Maps (also known as wireframes) indicate specific message blocks for each page and where they "live." Once the content maps are approved, we write your detailed, optimized marketing content (in Word or PDF) in page layout formats for total clarity to everyone involved in developing the site. We also provide SEO keywords and page titles.
Once you approve the content, the web team builds each page. We also participate in page review phases, checking all layouts for genuine clarity, proper flow and usability.
- Marketing Your Site: Content for Specific Tactics
We play a key role in helping you market your site through a variety of approaches (PPC advertising, Blog posts, web user forums, links, articles, landing pages, directories, banner ads, podcasts, videos, e-mails, e-newsletters, direct mail, TV and more). Together, we can test copy and offers as you gain new insights from your customers' responses.
Important! An optimized site is never "done." Regular product updates, articles, newsletters, blogs, etc. keep your site fresh and give customers a reason to return often (search engines like it too). We play a partnership role in ongoing site enhancements that help you stay ahead of the competition.