Build pages to target keywords, or audiences, or both?

[bigwheeler]

I'm building a marketing site for a client that does stage lighting design. They also do commissioned artwork installations, interactive design for tradeshows, etc. Because their work spans multiple industries (concerts, performing arts, live television, television advertising), I'm trying to figure out if their content should be targeting the industry, or the actual services they offer.

There seems to be enough search volume to target traffic for specific clusters of keywords, but I think it would be a better user experience to tailor pages towards audiences. Should I lean towards creating pages for services offered ,or potential audiences? (A page for lighting design and one for interactive video displays, vs a page for museum directors and one for agencies) Or both? Thanks for any help!!

[BruceA]

I would look to see if the happy medium could be in the way "Calls to Action" are used within the pages of the site.

This way by introducing "signals" it indicates to the end user, that they can see the quality, experience the company and also enquire or buy.

I imagine what you really want is an advertorial style site with Showcasing projects, products, call to action at the end or sprinkled amoungst the narrative.

Hope this is food for thought

Bruce

[bigwheeler]

Yes, they are ultimately looking for sales Bruce. It sounds like you think I should be optimizing user paths for each individual audience that they are targeting. I don't disagree with that. I just worry that this strategy places too much focus on on-site experience, guiding users through the funnel, but not enough on attracting an audience to begin with. I can't help but wonder if there is some happy medium...

[BruceA]

Thanks for the clarification Mark.

So distilling down the motivation of the client, they ultimately are looking for sales?

If this is the case then everything needs draw the customer to the basic motivations to enquire further. This would suggest a cleint based presentation.

If sales are not the motivation, then the site surely must be a vanity site to show how good they are at what they do.  In which case showcasing to the industry their expertise is the important ellement.

I could be wrong, but I think that the client wants a sales introduction site, not a vanity site???

Bruce

(edit typo)

[bigwheeler]

Hi Bruce, thanks for reading. This is not a blog- just a website. The client wants to provide relevant information about what they do to audiences that might be looking for their services.

Thanks again! --Mark

[BruceA]

Really interesting post

What is the client wanting out of the Blog? The answer will help determine the content.

PR or Sales?

Bruce

[bigwheeler]

Haha, that works well for me too. But definitely not for the client!

[EGOL]

** I just don't know if I should tailor individual pages to our 4 target audiences, or tailor pages to the specifics of our services. Or both...**

Here's how I solve this dilemma.... I get up in the morning and write about what motivates me.  When I do that, I make the most progress, do the best work, and make the most money.  If I do anything else I am like a racehorse behind a plow.

I don't think this will work well for a client.      But it sure works well for me.

[bigwheeler]

Thanks EGOL I agree, if this were a blog, or something that was regularly updated, but this is more a brochure-style site. I want our audience to know how we can help them, more than anything. I just don't know if I should tailor individual pages to our 4 target audiences, or tailor pages to the specifics of our services. Or both...

Ahhhh information architecture and content strategy, so much fun! Thanks for your answer!

[EGOL]

I would target great ideas for the people who use or enjoy their services.

What they want to know... What they should know but don't... Good stuff that they have not heard of...

all of this is Thanks!   Really?  Cool!   Wow!

So don't spend your time writing for industry fatcats or thumping your chest about your service.  Write about stuff that people want, enjoy and share.