For BtoB sites, column pages are effective pages for increasing traffic from search engines. A column page is a page that summarizes detailed information and related information about products and services in the form of article content. Blogs and owned media are similar formats.
This time, we will introduce key points for creating column pages along with an example from a
SaaS
company’s site.
Role of column page
Column pages are very effective for SEO measures to increase traffic from search engines. You can approach potential customers who are unaware of your products and services, and gain recognition without using web advertising. Column pages play a variety of roles other than SEO. You can post information about products and services that cannot be introduced on each page, such as features, implementation examples, prices, functions, etc. on the site. It can also be used for email content used in nurturing measures for existing leads. Additionally, by verbalizing the knowledge of product and service developers, it has a positive impact on branding both internally and externally, as well as on recruitment. Also, by disseminating information through columns, you can demonstrate your role as a thought leader in a specific industry.
Purpose of column page
Column pages can serve a variety of purposes, so when creating a column page on your site, start by clarifying its purpose. By clarifying the purpose, you can optimize the structure of the column page, the location and content of the CTA, and the design of other content. First, clarify the target audience for your column. It can be divided into potential users who do not know about the product or service, active users who are considering introducing the product or service, and existing users.
① Potential layer that does not know about products and services
Prospective customers who searched for specific keywords from search engines will be introduced to information and tools that will help them solve their problems, while promoting awareness of your products and services. On the site of the access analysis tool User Insaigt, when you search for ”
heatmap
” in a search engine, pages that explain heatmaps will be displayed at the top of the list. When you access that page, the title and product/service document download button are installed in the first view. Along with an explanation of the heat map, there is also a form for downloading materials at the bottom of the page. In addition to SEO measures, we have designed a conduit that leads to CV.
What is a heat map? – Access analysis tool user insight (User Insight)
In addition, on the organization improvement cloud Motivation Cloud site, if you search for “What is HR Tech” in a search engine, the column article ”
What is HR tech? A thorough explanation of the companies that provide the service!
” will appear on the search page. It is displayed on the first page.
When you access that page, you will find explanations about HR Tech as well as introductions of multiple HR Tech services as company examples of services. Motivation Cloud is listed alongside other companies’ services, and at first glance it looks like an article from a comparison site. We make our services known as one of the HR Tech services to prospective clients who are researching HR Tech.
②Obvious demographic considering introducing products/services
We will provide necessary information and useful information for the introduction of products and services to those who already know about them and are considering introducing them. While promoting understanding of products and services, we move from the consideration phase to implementation.
Groupware Cybozu Office introduces useful information such as how to utilize products and services for users who are considering introducing groupware on the owned media “Cybozu Office Timeline”.
Cybozu Office Timeline
③Support site for existing users
We provide support for existing users who are already using our products and services by providing guidance on how to operate and utilize them. In addition, we will support each existing user and encourage their continued use so that they can achieve their desired success.
Talent Management Kaonavi has a “Support Site” available for existing users. We provide the information you need to use our products and services, such as guides by function, usage scenarios, case studies, and frequently asked questions. Customer support out-of-hours responses can be resolved through content.
Support for users TOP | [KaNavi] Support site
How to use column pages
Another important point is that column pages can be used in a variety of ways. Pages such as BtoB site features, implementation examples, prices, and functions do not change frequently.
However, since information such as event information, press releases, and media coverage is frequently updated, many sites use a CMS to update their sites. You can post the latest information on products and services on column pages.
WOVN.io, a multilingual translation service, is a blog page that not only provides basic knowledge of products and services and useful information for each purpose of use, but also information about products and services, such as event and seminar information, press releases, and media coverage. I’m doing it.
WOVN.io BLOG | WOVN.io multilingual and translation service
Column page creation points
We will introduce the points to consider when creating a column page. As with other pages, there are three points to be aware of: the lead from the top page, the setting of the CTA, and the lead to other content.
① Leading line from the top page
It is not necessary to install a conductor from the top page to the column page. When people who are considering products and services come to the top page, navigation is necessary so that they can access it.
However, the original purpose of a BtoB site is CV such as material downloads and inquiries, so when posting column pages like event information, care must be taken not to affect CV such as material downloads and inquiries. is.
On the top page of the Cloud WMS Logizard ZERO site, Gronavi has a link to “EC/Logistics Know-how” and a column page. Additionally, at the bottom of the page, there is a link to the column page under “Information about EC/Logistics” along with seminar/event information, white papers, etc. Under “Latest News”, the column pages’ published information is also introduced in the order of the latest publication date and time.
Cloud WMS Warehouse Management System Logizard ZERO Mail Order Wholesale
②CTA installation
Users visit column pages to read specific information, so it is not a good idea to place unnecessary CTAs that block users from reading. It’s a good idea to place a natural CTA that doesn’t interrupt the flow of the column, such as a banner promoting your product or service in the sidebar, or downloadable materials related to the article’s content below the article.
In the cloud HR and labor management software SmartHR, the owned media “SmartHR Guide” has two columns for both the column list page and the column page. One column is the main content, which includes a list of columns and the main text of the column, and the other column is side content, which includes service banners and other columns.
By placing a CTA for service materials on the side, you can make potential customers aware of the CTA without blocking them from reading the main content. Furthermore, on the column page, as you read and scroll through the main text, the side content is shaped like two banners for downloading materials.
“Human resources data utilization” to understand organizational issues and promote human resource management – SmartHR Guide
In addition, on the business chat tool Chatwork website, there is a CTA below the column on the column page that matches the content of that page.
On the column page ”
What is work style reform? An easy-to-understand explanation of what companies should do to make work style reform easier to understand,”
when you finish reading the explanation about work style reform, you will find that “You can understand ‘work style reform’ with manga!” There is a white paper CTA.
③Direction to other content
On the BtoB Platform Invoice website, CTAs for related columns, usage examples, popular features, and downloads of service materials are placed at the bottom of column pages, making it easy for potential customers who have read the columns to access the content they are interested in next. It has a conductor design like this.
What is an electronic bill? Explaining the benefits and points of introduction | BtoB platform billing
summary
- Column pages are very effective for SEO to increase traffic from search engines. In addition to SEO, plays a variety of roles, including nurturing measures for existing leads and support for existing users.
- By clarifying the purpose of creating a column page, you can create it in the optimal form, including the structure of the column page, the location and content of the CTA, and the design of the flow of other content.
- You can post the latest information on frequently updated products and services on column pages.
- There are three points to keep in mind when creating column pages: leading from the top page, setting up a CTA, and leading to other content.