- Use the buyer’s perspective not yours – you may like to organise your life and your products by department or line of business; they don’t care about that. They come to you with problems in their head. Organise around that.
- But don’t forget the spiders – your product page and its copy, URLs, tags, headings and subheads should generate major search mojo. Make sure you integrate this important web section into your overall SEO strategy.
- Don’t hide your hot products – the more specific a product, the more relevant it’s likely to be. Don’t bury your discrete offers far below the top line categories. If one of your popular products logically lives beneath the surface, bend your logic and get it on top for all to see.
- If you do have to bury a hot product, compensate – by promoting it in feature boxes, sidebars and web banners
- Make your labels descriptive – cryptic, cool or evocative labels may sound good but if it isn’t instantly clear what’s inside, you’re losing eyeballs (and the eyeball-bone’s connected to the wallet-bone).
- Keep lists parallel – it’s kind of annoying to have a portfolio consisting of three nouns and a verb, or three vices and a versa. Makes you look tone deaf.
- Don’t be a slave to alliteration – don’t bend over backwards to present ‘The 6 Rs’ if it doesn’t work. Having said that, Velocity is starting to present our services in four buckets that all really do start with C (as does ‘coincidence’): Consulting, Content, Campaigns & Creative.
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