Now we will start getting into the actual marketing of this challenge. I am really excited because I have already implemented the following steps into YogaInNapa.com. The results were INSTANTLY successful (discussed in step 3). The very next day after putting the funnel system (discussed below) into effect, Kat received two calls! But, I am getting a little ahead of myself because we need to start from the basics and work our way up to the proper structure of every local business website. So, let’s jump right into this!
Like always, we created a video for you to easily follow along and see how and what I am talking about. So, please take the time to watch the video then proceed with the rest of the article. It will help you better understand everything discussed below.
Resources Mentioned In The Video: Free Gaphics Pack: http://www.soldwithvideo.com/WebsiteButtons
At this point, you should already have a website up. If you don’t, watch our video on how to make a website and you can easily get one up. Now, we are going to start at the very basics of how you should construct your local business website. The first few steps may be pretty basic to some of you, and if it is, feel free to skip to the next step. But do not skip step 3, it is really important and most people do not take the time to do step 3. Let’s begin!
Step 1 – Use Your Page Specific Keywords and City In Your Website and Page Titles
If you are doing the marketing yourself and you have a WordPress site then you should install the All-In-One seo plugin. We showed you how to do it in the video. If you have a web designer or webmaster tell them to change the titles.
If you don’t understand what page specific keywords are, don’t worry we will go over that in a bit. Right now, let me explain what a page title is and why it is extremely important. The title of the page is NOT something you can see directly on the website or page. It is done in your code, or WordPress admin panel. It tells the search engines what you page is about and this title is what appears in the top of the browser when someone is on your page and what will appear as the title when you come up in Google.
Here are some samples:
As you can see, the title you gives your page is the title that will appear in Google and at the top of the browser. You should construct them in a way that will target the searches being done in Google. This means you want to use your keywords in your title and your city name. You should create title’s that accurately describe the page, but they should also begin with your keyword. DO NOT stuff a ton of different keywords in the title, it should be a natural/normal title of what the page is about.
As you can see on our site, YogaInNapa.com, we named our home page title “Yoga in Napa – Kat’s Yoga Studio in Napa, CA”. Our main keyword is “Yoga In Napa” but we also added “Kat’s Yoga Studio In Napa”. By doing this we are now targeting the main keyword “yoga studio in napa”, “kat’s yoga studio” and combinations of those keywords. This means if some searches “yoga in Napa, ca” we will also come up because he have all those keywords in our title.
As we mentioned above, we want to use page specific keywords. This means you want to use the right keywords on the right pages. Your home page should focus on your main keywords. Your other pages (like your services page, about us, etc) should all focus on other keywords…NOT the main keywords you’re using on the home page.
For example, we have this keyword on our list of keywords to target: yoga for tourist in Napa. I am not using this keyword on my homepage, instead, I created a page all about Kat’s yoga classes for tourist. You can see this page here: http://www.yogainnapa.com/tourist-yoga-practice/ and on this page our title is: Napa Valley Tourist Yoga Classes For All Visitors. This way we target keywords like “napa visitor yoga”, “tourist yoga class in napa”, etc. You want to do this for each page, every page that you create should use 1-3 specific keywords in the title. You should not be targeting the same keywords on every page of your site…this will confuse Google. That is why you need to have page specific keywords.
Why Is This Important?
Having the right keywords in your title is VERY important because this is a major indicator to Google about what you website and website pages are all about. They relay HEAVILY on the title of your web pages to determine what that page is all about. This is why creating accurate and natural titles is important. If you keyword stuff your title Google will actually penalize you for it, so don’t even try it.
Another reason is because you can target the searcher. If you have one page that is titled “Tourist Yoga In Napa” and someone goes to Google and searches “Tourist Yoga In Napa” your title DIRECTLY targets their search. When this happens they are very likely to click on your website because your page title targeted the EXACT phrase they entered into Google. Now, if you had a title like “Yoga Classes In Napa” come up when someone is searching for “tourist yoga in Napa” they are far less likely to click on it because they want tourist classes.
Step 2 – Use The Best Meta Descriptions and Meta Keywords
If you are using the All-In-One seo plugin then you will see these fields at the bottom of all you pages and blogs posts (in the WordPress admin area). If you have a webmaster or web designer, you will need to have them do this for you.
I won’t spend too much time on this because it is pretty straight forward, but be sure to read all of it because I have a cool tip for you and more people don’t even know you can do this.
The meta description and keywords are just like the title, they do not appear on your site but they help Google understand what your website is all about. The meta description will sometimes even appear as the description that comes up in Google. Here is an example:
As you can see the meta description usually appears are the description in Google. Our’s needs a little work because it isn’t set up properly to target our keywords, and I will do that soon. Google won’t always use your meta description in their results, sometimes they will pull text right off the site to use in the search results. It depends on what type of keyword is being searched by the visitor. But, more often than not, they will use your description, so make sure to write it properly.
Just like your titles, you should not keyword stuff these descriptions and you should write out normal descriptions including the page specific keywords. When you are writing out the meta keywords you can simply list your page specific keywords, separated by a coma. It is really that easy.
Since the meta description comes up in Google’s search results you can try and control what appears as much as possible. That’s why we like to start a meta description with something similar to “Voted: ★★★★★ Kat’s Yoga Studio is a top voted yoga studio in…” This way it catches people’s eyes and shows that you are a top voted business.
Personally, I only do this on clients websites who actually have been voted five out of five on certain review sites. I will not post it on a business website that has terrible reviews on other sites. I feel it is misleading (and maybe illegal?) and tricking your perspective clients, which already leaves you starting off the relationship in a bad direction. I encourage people not to misuse this and only post your actual star rating. This is up to you, I am not responsible for anyone misusing this technique.
For this live marketing challenge, I will not be using this technique because I don’t want to bring a lot of attention to it. I have faith in my readers and followers to use it responsibly, which is why I am sharing it here.
When you do this correctly it will looks something like this:
Step 3 – Add A Specials, Discount and Coupon Page
This is something that is VERY important but most people don’t do it! Create a page that shows all your current specials, discounts, and coupons. If you don’t have any specials or coupons….create some! One of the most important types of discounts you create is a new client/customer discount. It allows you to easily convert them into a customer.
Most businesses will not put this on their website and I have no idea why. Yea, it’s great that they are on your site, but now you need to convert them into a customer! Offer a new customer incentive to get them in the doors! And if you structure your website correctly (we discuss this in step 4) you can funnel them right from the homepage, directly to your offer.
Additionally, people actually search for coupons, discounts, and specials before hiring companies. People will search things like “yoga class discounts in napa”, “yoga deals in Napa” and if we have a page dedicated to it then we will appear at the top of Google for those searches! That means people looking for specials, discounts, and coupons for yoga in Napa will find our new customer special on our website.
Since, most people don’t do this you can take customers away from your competition. I already looked up all the yoga studios in Napa to see if they are offering discounts or specials and they aren’t! If you Google the keyword “yoga in napa coupon” we come up at the top with a page dedicated to coupons discounts and specials for yoga in napa!
Create the Best Coupon For Your Business
For Kat, we created a new customer coupon for a FREE group yoga session for Napa Valley residents. The reason we did this is because she is already doing group session yoga classes. She doesn’t have to spend any extra time to fulfill the coupon.
Now, the person comes in for their free session, has an amazing time, and comes back for the next session…and BOOM she has a new client. There was no extra time invested on her part and she easily took a website visitor and converted them into a client without any effort!
The deal you create will depend on your business. Obviously lawyers can’t give a free session but they could offer discounts of service, or to do a small service for free. The type of deal is up to you and what your business can support. My only advice is to avoid free quotes or consultations as your deal because that is what everyone offers. You can offer free quotes and free consultations but combine it with something else that no one else is offering.
I am not joking about how effective this is…the next day after putting this page up she had two people call her to schedule there yoga session. Since this has been up she has been getting a steady trickle of people coming in for their group yoga session. This is because people are searching for deals, but also because we structure the website to funnel people to this deal and I will show you how to do it in step 4.
Step 4 – Structure Your Website To Funnel Visitors Into Your Business
This is one of the most important steps to creating an effective website and it’s something most people don’t think about when putting up their website. Most people think that as long as they have a business website up, then they will get more calls, emails, and customers. They might get a few more customers, but if you can direct your website viewers where to go you can drastically increase the amount of customers that contact you.
Funnel Your Website Visitors
There are ways you can direct your website visitors and the easiest way to do this is determine who is visiting your site. When we looked at the YogaInNapa.com website we realized we will be getting new customers, tourists, and current customers visiting the site. So, we added three big buttons right on our homepage that targeted each one of those visitors. The reason this is so important is because you can direct them to the exact spot on your website that you want them to see. If you don’t, they will either leave the site, wonder from page to page, or maybe eventually end up where you want them to go.
Next, you need to determine what page you want each of those visitors to be directed to. We figured it would be perfect to send our new customers to the new customer special page, so they can access a free yoga class coupon. We know if they found us in Google they are looking for yoga classes, so it made sense to direct them to the free class. This way we can get them in the doors. Secondly, we figured if a current client is visiting our site they are probably looking up the class schedule, so we direct current clients the current schedule. Lastly, we knew the tourist were looking for tourist yoga classes, which is why we directed them to the tourist yoga classes page.
I hope this is starting to make sense because we are going to get a little deeper now. Since you have specific keyword pages you will end up getting people going to inner pages of your site. This means people will be going from Google and ending up right on your services page, about us, etc. This means each of your pages should also funnel your visitors to other pages, if necessary. For example, we may add a new client button on our services page, just in case a new client ends up on our services page. It will bring them right to the page with our coupon.
Don’t be afraid to tell your website viewers where to go! We did on the yoga site and it has worked out great. Almost every new client visiting our site, hits the new client button and sees our coupon. If that button wasn’t there, we would just be hoping they would find that coupon. Create the best website funnel, that still looks natural on the site and you will see a big increase in conversions.
Step 5 – Add Contact Info In Your Header
You should make sure your contact info is in your website header. The easier you make it to find your contact info the more calls and customers you will get. You have no idea what pages people will be on when they decided to contact you. By adding your contact info to the header, you make it incredibly easy for them to see your contact info on every page of your website. You will see it on the right side of the Yoga In Napa website.
Like we mentioned in the video, we created some buttons that you can use on your site to direct your website visitors to other pages on your website. You can access them here. Don’t forget to leave us any comments or questions you have about this post. I would love to help you out!