Free Beer? Not From Most Brochure Sites

Yesterday Cre8asite had a brief fling with free beer.

I believe that the ability of a title tag and description tag to pull an unusual number of clicks in the SERPs is one of the most powerful parts of SEO. It can certainly yield traffic, put people in a certain mood… and the search engines might count it as part of the ranking algo.

Here are a couple ideas for “Eliciting the Click”… I hope that each person who reads this thread will ad at least one or two more.

Eliciting Clicks: Free Beer While It Lasts!

“Beer” sent me straight to musing about wanting German beer and a few other things to go with it.

Beer. German. Dark. Yum. With a slab of good cheese and a big chunk of that sour whole wheat bread with the great crust.

Today, wow oh wow, I am having cravings for German beer, a slab of good cheese and a big chunk of that sour whole wheat bread with the great crust.

I would so click on the right beer, bread and cheese title if it were in front of me now.

If I were to put [german bread] [location] into Google and get a good looking local search result nearby, I would so be there to pick up some lunch makings. [german deli] may also do it. An eat-in place or a bratwurst stand would do, too, and some of that warm German potato salad would be nice. I’m ready to buy. Sell it to me.

The wrong landing page would send me back to whatever I already have in my fridge.

Show me the beer, already!

If I were writing a beer, cheese and bread title to target myself today, the cravings title would be a little different than the curiosity title or the research title, and the content would be different, too. Different target audience = different content.

How many small business people who would like to sell me on their beer and cheese would give their web designer latitude to tempt viewers like me, viewers who may have almost pre-sold themselves on becoming customers? How many web developers would go toe to toe with the business owner and tell them that the brochure page they’ve requested is not going to bring home the bratwurst like more and better content could?

Pet peeve alert – Small business web sites being what they are, SERPS are likely to serve up brochure sites that are more about the business than my craving.

A basic brochure site is by nature egotistical. It is about the business. A basic brochure destination might be for a German deli that has a map to their door and a list of their services. I want to assume that a brick and mortar already has a location and business hours, at least. Giving them to me online is offering a convenience, not a strong selling tool.

This is different than a page that would get me in there to the beer and bread and then inspire me to tell others about what a cool thing I’d found. I wouldn’t be going there to worship at the altar of their map and list of services.

I’d want facilitation of temptation. Selling to me is about me and my hunger. Period.

Often, there simply isn’t enough room for a good, deep sell on a brochure site.

Sell me on Satisfaction

You want to sell me a beer and a sandwich? To sell me the sandwich, sell me the satisfaction I crave. Show me satisfaction. Puleeze don’t stop at showing me that you sell sandwiches and have a map to your door. Telling me how good your business is won’t do it either. Show me the sandwich. Show me you believe in that sandwich.

Got both sandwiches and traditional German potato salad? 101 other menu items? Pick a few. Hit me with your greatest hits.

Describe the scent, the sourdough tang, the old family recipe. Tell me you kept looking until finding cheese with just the right old world characteristics. Tempt me with your mustard and gherkins, and tell me why you care about the beer. I want luscious details I can taste, and don’t forget the pictures, baby. Lay it on, like the product would if I was hungry and there in person talking to a sandwich evangelist at your door. Do whatever it takes to give that landing page a quality of experience for the viewer.

While you’re at it, also make it easy to find the map and notice that you can set up an entire beer garden at my next event. The brochure stuff may facilitate, but the greatest hits are your selling points.


Added — Little did I know I was channeling Seth Godin’s blog post from earlier today. He cautions against getting hooked on traffic, and makes some of the same points from my post.

I think it’s more productive to worry about two other things instead.

1. Engage your existing users far more deeply. Increase their participation, their devotion, their interconnection and their value.
2. Turn those existing users into ambassadors, charged with the idea of bring you traffic that is focused, traffic with intent.

From Silly Traffic