If you want to start at the beginning of this series on creating a successful SEO strategy, click here. To view the previous chapter, follow this link; Successful SEO Strategy Chapter 5 – SEO Website Content

By Effective Web Page structure, I mean how to add content that both optimizes your web pages and helps you close sales. There are three basic types of people who will land on your web page.

1. The person that knows exactly what they are looking for. You need to start your content with this person in mind. They do not want to read a lot of text. You need to summarize what will be on this page into one paragraph or at the most two short paragraphs. Then you need a call to action for that person right there. A link to where they can buy your products and services, sign up for your newsletter or take some other action you want them to take.

2. The second type of person needs a little more information before they are ready to buy. They will pass up that first call to action and continue to read. You need to add 2-3 paragraphs of text that go into more detail than the summary you just wrote for type number 1.

Then you need to give them another call to action. And do not word the second call to action the same as you did the first. If the text you used in that first call to action did not make them click, then saying the same exact thing again won’t either. Add a unique call to action there.

Type number 3 wants to read everything before making a decision. Add at least three more paragraphs for them, going into even more detail. Then give them a new call to action that you have not used before.

You can also add a summary paragraph after that and another call to action. There is an old saying about giving a speech that also works with sales and in writing a sales pitch.

1. Tell them what you are going to tell them.

2. Tell them.

3. Tell them what you just told them.

The structure I just gave you can be modified a little, but it uses the effective speech technique and the pyramid sales approach, both of which have been proven effective for many years and are included in several books about how to sell.

So your page should be based on the following structure;

Summary paragraph that tells them what the page is about without too much detail.

Call to action.

Two paragraphs that give more detail.

Call to action.

Three paragraphs going into more detail.

Call to action.

Again, the number of paragraphs can vary, but it should remain an inverted pyramid as descibed.

I hope this helps you with structuring your web pages to convert more sales. Your comments and questions are always welcome.

Other posts in this series

Successful SEO Strategy Chapter 1

Successful SEO Strategy Chapter 2 – Avoid Systems That Promise You Riches With No Work At All

Successful SEO Strategy Chapter 3 – The Basics

Successful SEO Strategy Chapter 4 – Affiliate Marketing

Successful SEO Strategy Chapter 5 – SEO Website Content

Successful SEO Strategy Chapter 7 – Making A Keyword List