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  1. Question! I’m building a tattoo website, the services they offer are strictly tattoos only but they offer different styles like custom design, trash polka, cover ups and mastectomy. Would it be a good idea to make each tattoo type it’s own page too?

  2. Thank you sharing this information. We are in the process of a long awaited and needed update for our site.

    We needed this information when we started. Your article is appreciated.

  3. Thank you so much. I just started my own business and trying to design the website for it. I have never deigned any professional website before so I am kind of all over the place. Your blog has given me lots of ideas in organizing my site. I also want to know what information should be on the homepage. thank you.

    • Thanks for the kind words Clifford. I couldn’t say what specifically should be on a home page without knowing more about the market. But in broad terms, your home page should be an overview of your core offering(s). For some businesses this could mean that they are serving different segments of a marke, (e.g., commercial and residential).

      Or it could mean that they are providing some core services to solve different types of problems for the same or different type(s) of customers. Whatever your core services are, you’ll want to highlight those services and provide links to landing pages that lead your visitors toward the information they need to see and ultimately towards conversion.

      When organizing a home page, one of the most important things is to have a headline that really captures your value proposition. What’s the overarching benefit that you are offering your prospects? Why should they bother to read on? If you don’t nail this, you stand an excellent chance of losing your visitor within the first few seconds. Think about the headline on a newspaper. You might glance at it in the store. It may grab your attention or it may not. Your headline can make or break your home page… or any page for that matter. Hope this was helpful.

  4. Thank you for the article, it was very helpful.

    I had a quick thought on if a business offers services and different programs offering the same services (just tailored to different audience) would it still be an intelligent idea to have separate landing pages for each service program? But, they all include the same tools used to give the service and “customers” are either “patients” or “members” yet patients can be members too. I guess it comes down to the “selling” of the service, because each customer or “patient” can either purchase a package or become a member.

    Any thoughts? Suggestions?

    • Hi Gina, that’s really good question you asked there. This scenario comes up frequently, where the business’s product or service can solve different kinds of problems for different kinds of people. The approach is a longterm content marketing strategy.

      You would do this by tailoring your blog content to speak directly to the problems faced by the different audience segments. You would use your articles to lead the prospect towards your solution (your sales pages.)

      For example, let’s use this article of mine that you landed on. You landed here because you had a problem. You wanted to know how to better organize content on your web site, right? Now, think about that for a moment. Who would Google such a thing? People in all kinds of different situations. People building their own sites. Professionals helping businesses with their client’s site, students, etc. Some of these folks may be my type of customer. Many may not, and thats ok too.

      This article was actually created some time ago because I had a client ask me how they should organize their content. That was a real client problem, and it’s just one type of problem that my clients typically have.

      So the idea is to provide useful problem solving content that addresses your prospect’s problem. For my business, when people are getting ready to create a website, sometimes they start creating content for it. i.e., “I already know I need website, but how will I organize it.” This is one way to attract potential business with your site. You demonstrate your expertise through your problem solving articles.

      Of course, many people will find what they need and leave, but some will reach out to you… **BUT, if you had another article to refer them to that furthers their awareness and brings them closer to understanding how your solution can solve their problem, then you have the makings of a content marketing funnel.

      Basically, you are taking visitors on a journey towards your solution (your sales page) and that journey can begin at any number of stages based on the awareness your prospect has of their problem and your solution, and the stage they are at with their problem. I think I just created the beginnings of another blog post right here. 🙂

  5. Great article!

    I am working on a website for a company that offers many types of services in different geographical locations. After doing some research, it appears that for SEO purposes each geographical location needs it’s own subdomain or subdirectory, but also each service needs it’s own landing page (according to this article). What advice do you have for how to organize such a website?

    • Dustin,

      Much depends on the service and how the business is set up. Does this business have multiple offices with unique phone numbers in different geographic locations? If it does, then it should be taking advantage of multiple Google business listings (one for each geographic location.) That will allow the business to show in the local search results for a given geographic area.

      That said, if they are indeed taking advantage of multiple business listings, then each of those listings should be pointing to a website page on your site for each location. I use the Yoast Local SEO plugin for setting up WordPress sites with multiple locations.

      To answer your question about sub domains versus sub directories … There has been lot’s of talk on this over the years. The Yoast plugin I use, uses subdirectories like so, http://yourbranddotcom/locations/your-city/. That would confirm that the subdirectory approach is best, as Yoast is the expert in WordPress SEO.

      Rand Fishkin’s (excellent resource) site has a pretty good article on this topic Article on subdomain vs. subdirectory for SEO. And Matt Cutts (Google Engineer) posted an Often referred to article on multiple locations on multiple locations a number of years ago.

      And if all that didn’t confuse you, here’s Another good article from a highly respected resource that leans more towards subdomains, which is probably not the way I would approach it, but it comes from a respected resource.

  6. Thank you so much for explaining the tabs and categories. It has been overwhelming trying to organize all my thoughts on my site. Looking forward taking these tips and applying them to my website. Thank you again.

  7. hey,
    thanks for the information but i want to start a website about a medical center what could be your ideas about it?

  8. Hi: just started on WP BLOG theme and a bit confused. As you said: static pages: about/ contact/ advertise.. etc.
    Then the blog content: Is that a catagory?
    Does that keep going on header eg. Music ,Wine ,Reviews , as such?
    I have will have :
    1. Wine essays
    2. Wine reviews
    3.Music essays
    4.Audio (sound essays)
    5. Audio product reviews
    How are these arranged? Is there a static page (menu) called blog ? ( I like essays better) Are these categories?
    Are they all on top header with ( sub cat. Beneath them)?

    • Howard,

      Blog content is different than your static content. Usually, static content would be used for product/service pages, informational support pages, etc. These are the pages you would want to push people towards because that’s where you would put your offer(s). These are the pages that do the selling. Of course, your “about” page and ‘fAQ’s” page are not directly doing selling, but they would also be static pages as you pointed out.

      People often get confused about what a blog post is, as apposed to a “page” on your website. The main difference is that blog posts are organized and archived by date, where as a static page is not. It’s just there. It’s not included in the hierarchy of latest posts and it doesn’t get stored into your blog post archives.

      Blog content is generally informational content. That doesn’t mean that it can’t do some selling for you, but when we talk about blog content used for marketing purposes, the selling is done indirectly and subtly. It’s done through education. In the same way that you found this blog post on organizing content. It’s an educational post.

      Your blog would content would normally not be in the global navigation, but that doesn’t mean that it can’t be and WordPress would certainly allow you to add a category page as a link in the main menu.

      Ideally, I would need to know more about your business and your objectives to guide you on how to organize your site effectively. However, based on what you’ve put forth, if your site is just about wine, you could have a “Wine Blog” in the main nav and then list blog category pages as submenu tabs …

      Wine Blog >>
      – Wine Essays
      — Audio Essays
      – Wine Reviews
      — Audio Reviews

      You could also eliminate the “Wine Blog” tab in the main nav and just list the categories, “Wine Essays,” and “Wine Reviews,” with the respective submenu tabs of “Audio Essays” and “Audio Reviews.”

      Hope that’s helpful to you.

  9. Hi
    I am starting an affiliate marketing website. I would need your advice on what the content should look like. I am not marketing for one firm only.would love to know your ideas.

    • Shakira,

      That’s a very broad question without any specific background info.

      Assuming you want to sell someone else’s products through your website for a commission, you need to figure out a way to get people to your website.

      So, why would they come? What kinds of problems can you solve for them? What kinds of questions can you answer that a prospective customer might want to know before making a purchase?

      As an example, let’s say I was
      Selling a specific type of underwater camera. I might create some online YouTube content and blog content with a detailed review of the product in question.

      I might show examples of footage taken under water. I would get really detailed and give the kind of advice one can only give from having intimate product knowledge.

      You wound share the kind of info that you wish you knew before owning the product. Then you provide your affiliate link. Now that’s just one basic example.

      You could get deeper with this stuff. Let’s say you have a product that solves many different problems. You could create content that shows you how to do something and then offer the affiliate links to the products you used in your tutorial.

      Think about it. Let’s say you had some materials (products) thst could be used when building a garden. One way to market those products is to provide solutions for people building a garden. E.g., “how to build a garden for under $100 in one day.”

      Sorry for the long response. Once I get going it’s hard to stop. I do hope this gets you thinking laterally. 🙂

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