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Easy Furniture Web Tip 182: Develop Portfolio Pages For Your Website

Furniture World News Desk on 1/6/2014

By Katherine Andes

Developing content for your website is a task that requires careful effort. Your content developer must research your business, your products, your services, your special offerings, and more. She must look at what your competitors are doing and evaluate how she can make you stand out from the pack.

As you can imagine, developing worthwhile web page content involves significant costs, both in time and money.

But the neat thing is that all that hard work doesn’t vanish in a poof of smoke like a weekend newspaper ad or a television commercial. Print ads and commercials can cost thousands of dollars each time you run them.

But a well-developed web page can work for you for years and years with no additional investment. That’s been my experience. Many web pages I have developed continue to sell for my clients with hardly a comma changed.

When you look at it from that perspective, good web content is a bargain.

But in the furniture business what kind of pages are we talking about? After all, aren’t your customers just interested in seeing your products, the specifications, and the prices?

Well, here’s just one idea. Develop portfolio pages.

Let’s say you have an ace decorator in your store, who helped a customer transform a vanilla living room into a stylish showcase. Get some pictures—the more professional the better—and write a few paragraphs of content. Detail the following:
  • The problems with the prior room (with picture)
  • Why the customer selected your decorator
  • The pieces your decorator selected and why
  • What the customer thinks about her new room (with pictures or video)
Of course, don’t forget to optimize the page with relevant keywords including the city where the home is located. Voila! You now have a page that sits on your website and attracts visitors interested in remodeling their living rooms in your geographic area.

If your decorator does a whole house, you can have one page that outlines the basic project, with the various images clickable to a new optimized web page. Now you have several new pages, which is helpful for search engine optimization. Note: For search engine optimization purposes, new pages containing written content are better than pop up images

Portfolio web pages have a very long shelf life; they can sit on your website without changing for years.

They also give your prospective customers a feel for the personality and taste of your decorator and whether she is a good fit. Your customer may be able to purchase that loveseat from a nearby competitor, but she can’t get your particular decorator’s taste.

By the way, women are spending hours on the Internet looking for ideas for beautifying their home, think Pinterest. By posting images of your decorator’s work on portfolio web pages, you can make your store the local source for ideas, especially if you also put your images to work on Facebook and Pinterest.

Easy Furniture Web Tip 182: Developing web page content is a steal when compared to print ads and television commercials, plus there are many other advantages.

Katherine Andes specializes in copywriting for SEO and search engine optimization — including page customization for storefront and franchise web sites. Visit her website www.AndesAndAssociates.com or phone her at 559.589.0379.
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