Laustin1878

Member
Joined
Sep 27, 2012
Messages
412
Reaction score
40
I'm having some difficulties breaking through to a client about adding content to their website. They understand the importance of content, mainly in the form of text but don't want to "give the keys to the car." Basically, they dont want add content that will provide a prospective client with the tools to do it themselves.

I understand their concern and explained that not every site visitor will be willing to pay and you won't convert every site visitor, no matter what you do. Yes, we'd all love to see that but realistically... adding certain content can easily provide the ideas for someone to not want to use their service but I think it would be awesome content and very searchable.

I'm curious to know how you overcame a similar situation with a client and what the decision was and how it ultimately worked out? I keep going back to the fact that you are not going to sell everyone that visits the site but the many who visit the site, may either find the information informative or may come back at a later point and choose their service.
 

Phil Rozek

Local Search Expert
Top Poster Of Month
Joined
Jul 26, 2012
Messages
1,884
Solutions
12
Reaction score
1,451
Here's one way I'd explain it:

Giving before you expect to get anything is a great way to establish trust, and to show you know what you're talking about. If you don't establish that trust, your competitors will.
 

Laustin1878

Member
Joined
Sep 27, 2012
Messages
412
Reaction score
40
Excellent thought, thank you. I fully agree. Once you earn trust, your end goal becomes much easier.

It's not like the information they would be providing is brand new, earth shattering information...lol It's just getting them past that hurdle to understand the benefits of it down the road. They seem to think too much on a short term basis vs seeing the bigger more distant picture.

Trust is definitely a great approach. Thanks again.
 

Linda Buquet

Moderator
Local Search Expert
Joined
Jun 28, 2012
Messages
13,312
Reaction score
4,241
Yes, I like Phil's answer too.

Another tactic is to get them to think like a customer. Have them think about a different product or service they are likely to buy. If one site they go to just has sales and product info but another site has good articles and how to info, doesn't it make it appear that site 2 really "gets it" and cares about helping you solve whatever problem it is?

Also the new algo likes to answer questions.
AND guess what, customers have questions too.

They don't have to educate them HOW to do it themselves. Just answer the most basic questions customers might have. I don't know what type of industry we are talking about, but here is an over-simplified example...

"My computer just died - what should I do?"

We help customers with this problem all the time. Sometimes the problem is blah, blah, blah, keyword, keyword, keyword. Sometimes it's: "a list of other problems."

1st thing, be sure it's plugged in. Did the dog bump the plug and it's not totally seated? Check all the other cables. Reboot. Are you getting the blue screen of death? Or is your computer screen totally blank? Next try this... blah, blah, blah.
If none of that helps call us for a free phone evaluation and quote, we'll get you back up and running fast.


Now that was over-simplified and overly short, just an example. But that could be built into a full page article FILLED with many of the problems, computer symptoms, etc. that customers might search for. AND give Google fresh 'themed' content. AND would be helpful to the customer. AND would help build trust that you know what you are talking about. AND help get them to call you.

One other thing to try is to show them someone in their industry, even diff town that ranks high and has great content. Tell them, this company ranks #1. Here is an example of a great basic article they have about how to troubleshoot a dead computer. Couldn't we include some basic helpful info like that on your site?
 

Laustin1878

Member
Joined
Sep 27, 2012
Messages
412
Reaction score
40
Thank you Linda. Good stuff and great pointer about the new algo and how complex it has become. This is the gist of what I explained to the client. The problem they have is lack of time. I told them to pick 2, time, money or success. You can't have success without putting time into creating quality content. If you want to be successful and you don't have the time, you need to spend money to have someone else do it for you.

I've also explained the importance of unique, quality content. If it was easy to succeed by just writing any ole article, everyone would be doing it. I've provided some ideas, how-to, top 10 lists (which they actually created 1 list and it ranks very well for a number of terms), etc. It can be done, it's just a matter of facilitating it.

I've been feverishly working on how I can include content creation into a service offering where it's beneficial, not overly time consuming for me and doesn't cost a whole lot. I always recommend the client do it themselves as money is usually a deal breaker for them. They only have so much.

They have a Q & A section on their site but it doesn't really rank. I am going to try to include some questions & answers on the service pages themselves to help boost rank. I appreciate the responses.
 

Keenan Glass

Member
Joined
Jul 27, 2012
Messages
218
Reaction score
35
Sounds like you are focused on the traffic strategy while the client is more concerned about the conversion strategy.

If you have a conversion problem, adding more content is not the solution.

You cannot deposit visits, likes or shares, only money.
 

Phil Rozek

Local Search Expert
Top Poster Of Month
Joined
Jul 26, 2012
Messages
1,884
Solutions
12
Reaction score
1,451
@Laustin1878

Totally agree with what Linda and keenan have said.

As you mentioned, and as engineer's have always said, "Good, cheap, fast - pick any two."

Also, you can pose the question to your client: "Does your site impress you?"
 
Similar threads
Thread starter Title Forum Replies Date
L Fine Line with Page Content Local Content 6
Linda Buquet The Fine Art of Asking for and GETTING Local Reviews Local Reviews 6
Margaret Ornsby Fascinating - a reviewer gets fined - are the tables finally turning? Consultant's Corner 2
Linda Buquet Fine Tune Local Keyword Research with Google Trends Local Search 1
therkf Two Doctors, One Phone Line Google My Business & Google Maps 7
codyecp CallRail - Main Line Tracking & Google Analytics Conversions Local Search 0
Garrett Sussman 25 Email Review Request Subject Line Templates Local Reviews 2
Yosu Cadilla Has Google My Business been good or bad for your Local SEO practice bottom line? Consultant's Corner 15
Tim Colling Moz trims product line to focus on search, lays off 28% of staff Local Search 7
joereadseo Changes to the Map Pack - In Line with the July 28th Rollout?? (UK) Google My Business & Google Maps 2
T To Change NAP or Not to Change? Suite # on Line 1 NAP, Categories, Dashboard Data 1
Todd McCall To Change NAP or Not to Change? Suite # on Line 1 NAP, Categories, Dashboard Data 1
M Address line 1 and Address line 2 Google My Business & Google Maps 2
RobinOctane Phone Verification-How Many Lines You Got? Local Search 6
C GMB Help Center - Suite# Goes on First Address Line NAP, Categories, Dashboard Data 13
Colan Nielsen GMB Help Center - Suite# Goes on First Address Line NAP, Categories, Dashboard Data 13
Linda Buquet Google Places Guidelines - Reading Between the Lines and Changes Google My Business & Google Maps 2
J I enter suite in the second line, Google changes to # in the first line NAP, Categories, Dashboard Data 16
J I enter suite in the second line, Google changes to # in the first line NAP, Categories, Dashboard Data 16
L Suspended for STE in Address Line 2 NAP, Categories, Dashboard Data 15
L Suspended for STE in Address Line 2 NAP, Categories, Dashboard Data 15
A Question about Unit Numbers and Address Lines in Places NAP, Categories, Dashboard Data 8
Andrew Forster Question about Unit Numbers and Address Lines in Places NAP, Categories, Dashboard Data 8
David Deering Local SEO Vday Pick up Lines - and they say SEOs aren't romantic Break Room: Chat and Off Topic 26
D A client has 3 verified GMB's across 2 states,with service pages for each location. Should service pages have only their respective locations address? NAP, Categories, Dashboard Data 3
k.ivanova Wikipedia page associated with old brand KP Ranking Puzzles 2
Jac Google My business Photos - Uploaded but not reflecting on contribution page Google My Business & Google Maps 3
S Site has higher DA and more backlinks than sites on 1st page and still not on 1st page Local Search 5
djbaxter Core Web Vitals and the Page Experience Update Google Algorithm Discussions 7
Nicole Basham Cons of Removing Second FB Page Profile/"Extra" Twitter account for Local SAB? Mobile & Social 1
E Issues with managing business pages on Facebook Citations 3
NickB-Tampa Should all the phone numbers on the landing page to our GMB listing be included in the structured data? Google My Business & Google Maps 2
NexstarNickR Wikipedia pages Ask a LocalU Expert [PRIVATE] (LocalU) 4
N 54 city pages for small business website Local Search 7
ChristianRdz Redirecting a ranking page to another site Organic SEO 4
S What makes a great Home/Landing Page in Local? Local Search 6
sixthcitysarah Anyone know much on in-page PHP coded redirects? Websites, Software, and Security 1
Imperialpest Page Speed and Local / Ranking Question Ask a LocalU Expert [PRIVATE] (LocalU) 5
A Facebook page rating keeps fluctuating Local Reviews 5
ChristianRdz Page Title & Meta Description On No-Index Pages Organic SEO 9
C Help with service page optimization Organic SEO 20
H For many queries, the home page shows up - not the targetted page Local Search 2
djbaxter Google Page Experience Signals for Ranking Apply Only to Mobile Organic SEO 0
H Home page and create map Google My Business & Google Maps 0
djbaxter Page experience: Now a new Google ranking factor Organic SEO 0
Ben Walsh Near me on page optimization Ask a LocalU Expert [PRIVATE] (LocalU) 1
C About Us page Local Content 3
ladykal Is this bad practice? Multiple location landing pages but 1 office location Organic SEO 5
starter_70 Are GMB posts not showing on SERP or Maps page? Google My Business & Google Maps 4
Ben Walsh 2 location business onpage strategy, homepage vs service pages vs location pages Ask a LocalU Expert [PRIVATE] (LocalU) 5

Similar threads

Login / Register

Already a member?   LOG IN
Not a member yet?   REGISTER

Most UpVoted Answers

LocalU Podcasts

  Promoted Posts

New advertising option: A review of your product or service posted by a Sterling Sky employee. This will also be shared on the Sterling Sky & LSF Twitter accounts, our Facebook group, LinkedIn, and both newsletters. More...
Google Product Exert


Top Bottom