Internet Marketing

Questions on writing for the Web

What are keywords and how are they determined?
Your keywords are your location and words which define your business – words which would likely be used by someone searching for a business like yours. Examples are:

• Any location names that cover the areas from which you draw your customers, or would like to draw more customers
• The names of procedures you offer
• Your practice areas of law
• Trade names of popular products that you offer, like BOTOX® or Lumineers®
• Names of defective drugs for which you will take cases
• Alternate versions of words, such as Abdominoplasty and Tummy Tuck or Tooth Whitening and Teeth Whitening.

Your list of keywords is carefully assembled early on by you and your Page 1 Solutions Internet marketing consultant.

Why does the text keep repeating my location?
Your location is central to how people will find your website. A person wanting a doctor or lawyer will want one near their home or workplace. Search words will therefore typically include a location. Examples:

• Cosmetic dentist in St. Louis Missouri
• North Carolina LASIK
• Breast implants San Francisco

However, our writers will not simply paste such keyword phrases from your list into your site text. Instead, they will use each word in close proximity in a way that reads well. Examples:

• “If you are in St. Louis, Missouri, please contact cosmetic dentist Dr. XXX today for a complimentary consultation.”
  • The underlined text is a link to the Contact Us page.

Could I write my own text?
You could, but how effective would it be for search engine optimization? Certainly you know about your industry and your business, your clients and your location. You may have written many professional journal articles or even books.

But how often have you written a website? If you have written one, do you know how well it did with search engines compared to how well it could have done? Your search engine results will be better if you trust the Page 1 Solutions writers, who write websites for a living and stay in daily touch with our Search Engine Optimization people.

Will I get a chance to edit the text before it goes live?
Yes. We will first write five sample pages which you can review so that you can get a feel of the quality of content we write before we move on to the rest of your site. These sample pages will show the style, tone, format, etc. of the content. Any changes you want will be implemented and then continued in the writing of the remainder of your site. When the entire site is written you can review that document and ask for changes.

What effect do bolding and italics have?
Words with bolding or italics have more importance in search engine eyes. They also catch a visitor’s eye. We will use them judiciously and sparingly.

What kinds of pages will my website have?
There will be four types of pages:

1. The Home page – A relatively short welcome page introducing your business, reiterating your location a few times, and giving some information about the three main practice areas or procedures you offer. There will be links to those main pages and others. The home page has its own special keyword which you and your sales person will decide on.
2. Directory pages – Also called landing pages or overview pages. Examples are Cosmetic Surgery, LASIK, Personal Injury, and Cosmetic Dentistry. There is general information about that area of your business and links to internal pages.
3. Internal pages – On specific offerings. Examples are Porcelain Veneers, Cataract Surgery, Auto Accidents and Liposuction.
4. Question pages – We include at least five questions on a specific practice area or procedure. These pages can give more specific information than is on the corresponding internal pages. For example, a Tooth Whitening page will give general information about why the prospective patient should choose to do tooth whitening, as well as ways it can be treated. On the other hand, a Tooth Whitening Questions page will give such facts as:
   
   

   • The specific steps of a Zoom! tooth whitening procedure
   • Details about Kurthy Deep Bleaching, and
   • The contents of a take-home tooth whitening kit

To learn more about our website design, copywriting, and search engine optimization services, contact a Page 1 Solutions Internet marketing consultant today. You can also call us toll free at 800-916-3886.