Evaluating Web Page Content
If you create web page content following the proven methods of Site Build It!, your pages will: (a) get readily indexed by the search engines and (b) appeal to visiting buyers by giving them precisely what they're looking for.
How do you know if you got it right?
Applying a form of value engineering (VE), we define the one big problem as a collection of smaller ones that are more easily solved. In this case there are two main elements:
- search engines - optimizing to get indexed and score high in the results
- page visitors - optimizing to get visitors to take the desired action
Search Engine Optimization
When you use Site Build It!, the search engine part of web page content optimization is thoroughly checked with the Analyze It tool. As you get better at building pages, you'll anticipate what is needed.
Let's assume you're optimizing your page for a particular keyword phrase that we'll label as "keyword phrase" for example purposes. As a reminder, you're doing this optimization so that your page will be readily found in the major search engines by people using the expression "keyword phrase" as their search term.
To apply the checklist below to your situation, just substitute your actual keyword expression (for example, "extrasensory perception") for "keyword phrase" wherever "keyword phrase" appears.
The expression "keyword phrase" resulted from a keyword brainstorming process that identified "keyword phrase" as being frequently searched but seldom appearing in web pages. The expression "keyword phrase" is one of several similar expressions contained in a Master Keyword List resulting from the keyword brainstorming process. The page name is keyword-phrase.html. The TITLE tag of the page has the expression "keyword phrase" in it. The META DESCRIPTION tag of the page has the expression "keyword phrase" in it. The META KEYWORD tag of the page has the expression "keyword phrase" as the first term in the list of terms. The HEADING of the page has the expression "keyword phrase" in it. The BODY TEXT of the page has the expression "keyword phrase" blended seamlessly and naturally into it. The number of times the expression "keyword phrase" appears in the text is not too much and not too little. In fact, it falls into a range that is considered natural and therefore acceptable by the search engines. The expression "keyword phrase" appears in a text link on the page. Other pages within the site contain links to this page.
Page Visitor Optimization
Getting the web page content right for visitors cannot be automated. The content has to be well-written and in the interests of the visitor. The ebook "Make Your Content PreSell" available from Site Build It! is probably your best resource. Why? Because it's written by folks with loads of proven experience on what works on the web. It's not a grammar primer; it's a manual specifically about writing for the web.
Once you've written your web page content, about the only way to evaluate it is to have other people review it. This is where things can go awry. You send it to a friend saying "Tell me what you think of this." and the friend replies, "Oh, that's nice!" This doesn't really help you at all!
What you need to do is give people specific guidelines for evaluating the web page content. When you do this, you get more useful feedback, BUT you are also asking a lot of them, because they cannot simply glance at it; They have to review it thoroughly following your evaluation criteria.
The best approach is to call your reviewers first, get their consent to take a critical look at your work and then follow up with a polite letter somewhat like the following. Substitute your specific information where needed.
Dear Friend,
Here's the web page that we discussed:
http://www.mydomain.com/keyword-phrase.html
I really appreciate your taking a very critical look at it and then giving me specific feedback on how well you think it meets its objectives.
OBJECTIVES OF THIS PAGE
This page has been visitor-optimized for the expression "keyword phrase" in these ways:
The web page offers visitors enough "keyword phrase" information that they are likely satisfied that they found what they were looking for. By over-delivering on the "keyword phrase" information, the page inspires visitors to trust the site and therefore be open to taking actions suggested on the page. In the most natural way possible, the web page content leads visitors to take an action that ULTIMATELY results in the site making money. Such actions include things like:
- signing up for a free newsletter about "keyword phrase"
- linking to a page with more information about "keyword phrase"
- linking to a page that is a natural follow up to the "keyword phrase" page
- clicking on an advertiser's link related to "keyword phrase"
- clicking on an affiliate link related to "keyword phrase"
- signing up for a free white paper about "keyword phrase"
- signing up for a free ebook about "keyword phrase"
- registering for a free online course about "keyword phrase"
The web page content has been written with a view to focusing on the interests of the page visitors, not on me or my stuff. For web page content purposes, I've assumed that site visitors only care about themselves, that they don't care about me.
Again, thank you so much for taking a critical look at this page and giving me your specific feedback on how well you think it meets its stated objective.
Sincerely,
Mememe,
Budding Web Entrepreneur
|
To get helpful feedback from friends, you don't need to write on textured paper with your Mont Blanc pen. A professionally crafted email will do. 
For help in using any or all of the Site Build It! tools, please look into our web site development consulting services. These services are intended to ensure that Site Build It! is used in a way that results in a successful web site.
Return from this web page content page
to the web site development consulting page.
|
