The Secret to Compelling Content

The home page of your website is the gateway to everything else you want your website visitors to see.  I have seen people try and cram everything you ever wanted to know about real estate onto their home page, and it doesn't work out very well.  You need to control your user's experience; guide them to the places you want them to visit, and then call them to action.  If you don't give your visitors a clear direction, they may just choose their own direction via their browser's 'back' button.

It may not be too difficult to have a real estate website and get people to click on your property search or featured listings, but what about the other content?  What gets people attached to you and not just a property on your site?  What makes someone think, even if I don't see my dream home listed by this agent, I still want to work with this agent?

I know we have been driving home the importance of content like crazy; don't expect that to stop.  There are several aspects of content that we have discussed, such as it being unique, quality, having appropriate and unique meta tags and title tags, and quality links pointing at the content.  A page of content is the whole package (which is generally accomplished over time of course).  Much of this has centered around the content making a difference in your search engine placement.  Once you have that placement, how will you get people to read it?  Or at least click on it to get to the call to action and contact you?

The Placement...

Home page organization is crucial.  Where do you want people to go?  Do you have too many options?  Not enough options?  How well is the content organized?

In order to figure all of this out, you need to have a goal - you need to know where you want people to go.  It's not enough to say, "I just want them to contact me" otherwise pop-up guestbooks would actually be a successful lead generation tool.

You don't want to delete all your home page content in the interest of "directing" people, because that won't be great for search engine placement (you need content).  You also don't want to overwhelm people.  So you have to strike the balance between what you say up front, and what you want to continue discussing in greater depth on a new page.

I suggest the use of tables to create eye lines.  Perhaps categorize your top content - have a table for buyers and one for sellers, then have a list of brief text and links to important pages for each.  There are many ways you can go with it; the important thing is that you know what you want to accomplish and then begin the process of finding what works.

The Hook...

You've got to hook people.  Your title has to be compelling.  You need to get that initial click out of them.  So along with good placement and organization on your home page, you need to have a catchy title.

Consider having a page with tips for hiring a contractor.  On that page you'll have great information about what contractors do, which questions to ask them, and how to be confident you've hired someone who is honest.  What will you call this page and what will your home page link to this page say?

Tips on Hiring a Contractor - does that grab you?  Perhaps, maybe that's just what you were looking for.

But what about this...

The Secret to Hiring an Honest Contractor

or this...

10 Ways to Know Your Contractor is Cheating You

You might just get clicks from people who weren't even looking for this info, and yet now they want to know.  The more interested you can get someone to be, the greater chance you have of continuing that all the way to a contact.  Often times a controversial title or one that is giving away a "secret" or "the only way" is going to get you more clicks.

Michael Katz of Blue Penguin Development published his most recent newsletter article entitled, Is My Sister Smarter Than A Monkey?, with compelling titles as his topic.  Copyblogger also posted some great title formulas last year - these aren't just for blogs.

The Substance...

The content has to actually say something once people get there.  A title can grab them, but if you've got nothing for them once they get there, they leave (same thing with your site... see how it all works together?).  So don't over publish your content.  If you have tons of content that is all important and all belongs on 20 pages, go for it... some people add a page a week or more and it's great.  Just be relevant.  Again I go back to recommending a balance.

Let's pretend you write the page called 10 Ways to Know Your Contractor is Cheating You.  Start off with the brief intro to your list, give the list, and then talk about the positives, what to look for (all the stuff I mentioned above) and then your recommendations, etc.  Give the people what they clicked on.

The Compelling Continues...

The goal of all of this is to generate leads that turn into business.  Sure search engine placement is great and so necessary, but its eventual purpose is to get people on your site and moving them to contact you and work with you.  So call the people to action once you get them there.  This goes back to the beginning where I said you need a goal; a plan.  What do you want people to do?  From the beginning to the end you need to know what you want people to do and guide them through your process.

Using the contractor page as an example I'd recommend adding a contact form to request a list of recommended contractors and other service providers.  I'd have this list ready to be sent via email and be quick about getting the list out to the new contact.

Tying Up Loose Ends...

How would this type of page work for you?  You make an arrangement with your favorite contractors and service providers that you will exclusively recommend them to your clients and website visitors.  You get a nice looking list together for anyone who works with you or who fills out your contact form on your contractor page.  What will the contractor do for you?  You ask that they link to your contractor page from their website.

Not every local business will go for something like this, but some sure will... and you have to try... you need links, you need content, and you need leads.  Don't neglect chasing the "prize" just because it isn't "easy" or a "magic formula".

As always if you need help, contact us at support@advancedaccess.com, 1-866-518-1571 or visit us in the Advanced Access Member Forums - free to you and a part of your service as an Advanced Access Client.

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