As consultants, we’re constantly networking. We expect our website to continue the conversation for us, but a poorly focused website can undermine our best intentions. This is part two of Four Questions for your Website’s SEO: Getting a handle on how to make your website – and your business – better.

Are you there to save the day by solving your client’s problem? Or is your real intent to nail the sale?

Here’s what business owners typically feature on their website: Why I’m so unique and why you should hire me.

Here’s what your prospects look for: Can I learn who you are, what services you offer, and how do your services solve my problem (and make me look like a hero)?

Show the Benefits of Working with You

Imagine you are meeting with a contractor to discuss a kitchen remodel, and all you can find out from him is how much he loves his work and that his family has been in business for umpteen years. If you haven’t learned what the business can do for you (and how), and if you haven’t seen examples of work completed, why would you be interested in taking the discussion any further?

First, answer what you do, the problems your services solve, and how your company makes your customer’s life better; then you can make a case for doing business together. As for your passion and experience, skillful copywriting can highlight the benefits you bring to the table, weaving them in so that the focus is still on the client.

Spotlight the client’s need

What you emphasize on your website communicates what matters to you. But what matters to your client should be front and center. For example, in a website for a college prep tutor there was one page that listed several types of services, but multiple pages about one thing: her process. In her mind, her process differentiated her from other tutors. But parents are concerned – perhaps desperate – about finding the right services and a person with the right credentials. Process is important, but parents won’t care enough to read a four page explanation.

Having a separate page for each service serves two functions: The opportunity to elaborate on the benefits of each service, and to use keywords specific to the service…great for getting found in an online search. Remember that people generally search for a service, but how would they search for a process?

When you organize your website keep the focus on why the prospect is there, and make it super easy for her to find what she is looking for. Then give her a reason to visit another page, then another. Make the story so interesting she can hardly wait to share it.

That, in short, is a formula for SEO success: When a website successfully meets the visitor’s agenda, search engines pick up on signs that the visitor is engaged. By spending time on a few pages, and sharing content or linking to the site, the visitor has cast a vote for your website. With enough “yes votes” your site will eventually rank well against your competitors.

Part 1: Call to Action

Part 3: Think Local

Part 4: Watch Your Language