First of all, you have to know your target audience. It is the most important step in optimizing ANY web page within any marketing campaign. Decide your site: B2B (business to business) or B2C (business to consumer)! This is important because this not only affects the tone of your site, but also the keywords you chose.

It is imperative that you nail who your target is before you do anything else; because if you don’t, it doesn’t matter how big your site is, or how many pages you have. If you don’t write to the right crowd you aren’t going to get too much business.

The best thing is to write down who you think the target is. Be as detailed as possible. For example, your target may be a 30-45 year old female, in middle management, who drives a mini-van and takes her 3 kids to school before she goes to work. She makes $45,000 per year and has a bachelor’s degree in finance. This is the type of detail you need. You should be able to picture this person in your mind. Not just the abstract idea of her, but a physical look as well. The better you can picture them in your mind, the more successful you will be.