How is your website? All your products are there and your contact details are up to date. You are happy with the usability and your position in Google brings you a steady flow of visitors. So you don’t have to worry about your website and you can use your valuable time for other activities. Wrong.
Slowly dying
Also a perfect website will slowly die when nothing changes. Your position in Google will slowly go down and people will stop visiting your website. Because there is nothing new to be found.
There is always something
What ever happens (or not happens), you must never stop working on your website. You must try to do everything to keep your website alive. It doesn’t have to be much. You don’t need breaking news. Simple things like small improvements to the products you sell or an order that you are proud to have won. Also a good idea is to write about successful applications of your products.
No guinea pigs
Application stories are a powerful tool and they not only a good way to keep your website alive. Your customers and prospects love application stories. Why? Because your customers do not like risks. Because they are afraid to make the wrong decision buying your products. Because they don’t want to be guinea pigs.
Moreover application stories give you the possibility to write about the advantages of your products instead of about the products only.
Do it right
Writing an application story you must think of the following:
- use an appealing application, if possible an application that is or has been in the news already
- make sure your customer agrees with writing the application story
- mention the specifications of your product, but try to focus on the application itself
- use photos of the application, your product does not have to be in these photos
- quote your customer telling about why your product was chosen
- don’t forget the advantages of your product in this particular application
- if using your product saves money, mention the amount per month or per year
- if enough money is saved, write about how long it takes for the product to return the investment
- not only publish the application story on your website, also use it for your newsletter
- send your application story to your press contacts (but of course they are already receiving your newsletter)
- and finally do not forget to put your contact details in the application story
Of course your application story can also be about a service you provide instead of about a product.
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