Sep 302016
Here is another landing page correlating with a press release in Charleston’s Post & Courier featuring our client, Insulsteel. The story will be featured in Saturday’s (Oct. 1, 2016) Real Estate supplement announcing that Insulsteel was awarded “2016 Housing Innovation Award” from the US Department of Energy. Using their patented EcoShell technology, Insulsteel builds fortress like homes that have annual energy bills of just $150 to $300! Read the story (right) to learn more.
Prospectus published the story on Thursday to give the search engines ample time to index the content and keywords. By publishing before the Post & Courier publishes their on-line edition, from an SEO perspective, Insulsteel will own the content. (Learn more about the importance of ‘the first to publish’ at: Understanding SE Indexing to Maximize Advertising Reach and Insulsteel Advertising Landing Page.)
Our client has a unique dilemma: they are transitioning through both a name change and a new website URL. The company’s original name was Amerisips ((amerisips.com) and the new company is Insulsteel (insulsteel.com). As these site show, the companies are legally entwined however the websites are not. Prospectus provided a lot of the website development work for the original Amerisips site. The Insulsteel site was primarily developed by an in-house marketing director who has since been replaced. The Insulsteell site is in the process of a badly needed facelift by the new marketing director Brandi Bowen. Knowing her skills and seeing a peek at what she is developing, the new site will be awesome.
Our dilemma is that all of the great content is published on the Amerisips site. The Insulsteel site is almost completely devoid of useful content. As the successor site, Insulsteel will republish most of the content from the Amerisips site. However, the facelift and content republishing will take several months to complete. In the meantime they continue to have great press as they win awards and build incredible new homes.
Our goal is to guide the visitors to the meaningful content that is already published on the Insulsteel site. The ‘left sidebar text’ is designed to provide links to useful content. This is a clever way to publish the content while making the landing page something more than just a re-posting of the same article they have (presumably) already read. The articles’ footer will display the landing page URL so the visitors to the landing page will have typed the URL into their browser. Tracking cookies will give us an exact count of visitors that initiated their time on the website from the landing page.
Anyone using print advertising and press releases can make use of specialized landing pages to extend their advertising reach. You just need to get ahead of the print publisher’s on-line editions to gain the SEO ownership of the content. It will also help readers who use search engines to find the the content vs. typing the URL into their browser bar.
You can visit the landing page here and learn more about Insulsteel’s amazing products.
