How Do I Sell Services and Attract Clients Organically?

     

Published: November 11, 2019

Growing your business organically means bringing more traffic to your website from people who are using search engines like Google to solve problems. It’s also accomplished by capturing their attention on other digital assets such as your social media pages or your website’s blog and bringing them along a path toward a purchase. Organic traffic is different from paid traffic that arrives from clicking an ad you’ve paid for as those visitors are likely to find you by following a different path. Let’s take a look at developing organic traffic to boost sales of your services. 

The Benefits of Organic Traffic
The main reason to pursue organic traffic is to create a sustainable pipeline of people coming to your website who are interested in your products and services. Ad campaigns are effective--but only for as long as you’re paying for the ad. Organic methods take time to establish and a bit more time to start rolling, but once you’ve got the pieces in place, you’ll continue to receive fresh visitors to your site without having to continually shell out cash.

Plus, according to one study, capturing the attention of people who are searching for solutions also means connecting with them when their intent to take action is high. For example, Facebook posts tend to bring people who are looking to read one or two pages, and then resume scrolling their feed. Even if they may be a good fit for your products and services, they aren’t actively looking right now. People who find you organically will tend to have more intent to take an action such as making a purchase or agreeing to a consultation.

How to Sell Services Organically
Helping people find your services via organic methods takes an organized approach, and it requires a slightly different approach than trying to sell products. Promoting services means your expertise, experience, and trustworthiness must be clear and apparent as both your customers and search engines like Google will need to check those boxes before you get any traffic. The process starts by building your services pages as they will be the foundation of your strategy. From there, you’ll add support with blog posts and other links.

Building Your Services Pages
Each service you offer should have its own page. Services that are similar or connected to one another can be grouped together, but only if the people looking for such services are very likely to want to see them together. For example, if you offer various tiers of a service or if you frequently bundle several services together, it may make sense to group them on a single page. However, in general, the more specific your services pages are, the easier it will be to develop a keyword strategy for them and ultimately bring in new visitors.

Quality and detail are the magic words when creating the content for your service pages. Each page should contain at least 500 words of text and should cover what the service is, what the benefits are, how your solutions are different from your competitors, and testimonials from clients who have been happy doing business with you. While it’s important to be thorough, remember that visitors to your service pages are still early in the buying process. Keep the information focused on early decisions to be made, such as specific benefits and cost considerations. Avoid going overboard with specifics that might be better for later in the buying cycle, such as implementation concerns or scheduling. You can always add links to pages that contain more detail for any visitors who are interested in a deeper dive.

Remember to stay laser-focused on the needs of your customers when choosing what to say and how to present it. Continually return to who your ideal customers are, what problems you are solving, and why your solutions are better than the others.

Laying the Path with Links
In terms of SEO, links are used like votes of support on the internet. When you link from one page on your site to another, you’re telling Google and other search engines that the page you’ve linked to is important. The more links to that page you have, the more important it will become in comparison to your other pages. Links from other websites are even more valuable as it’s easy to vote for our own pages, but far more challenging to get others to do it.

To establish many pages from which you can link to your service pages to signal their importance, a blog is the best tool. A blog allows you to add pages and pages to your website while still maintaining the integrity and importance of your core pages. Blog posts serve as a supporting element of your main pages and can also bring in traffic on their own by targeting a variety of keywords.

It is common for businesses to make the mistake of using their blogs as an extended advertising arm of the website. Instead, your blog posts should be packed with information and be useful and helpful to your readers and not a series of product pitches. One last detail: be sure to link back to at least one service page from every blog post and anchor that link to a word or phrase that is related to that service.

The last step is to reach out to other organizations in your industry to see if you can earn some backlinks, or those highly valuable links from other websites to your service pages. Some ideas for where to reach out include industry publications, experts with a respected presence online, respected vendors or suppliers, and other resource-filled pages that are not directly linked to your competitors.

Quality, Always
With every discussion surrounding the technical details needed to get organic traffic and other SEO results, we must always return to the word “quality.” Your primary focus should always be to deliver an exceptional experience to your visitors and customers. Never sacrifice the reader’s experience for an SEO detail as not only will your visitors see right through your efforts and lose trust, but Google is getting better at spotting phony efforts every day. When you always begin by focusing on the needs of your customers, you’ll be able to build a sound, long-lasting strategy for bringing in fresh traffic and boost your service sales without relying on gimmicks, tricks, or expensive schemes.

Categories: Search Engine Optimization
Tags: Organic SEO