The anatomy of solutions pages for niche markets

Growing businesses will often suggest that they are a great fit for all manner of potential customers and prospects. Without an effort to segment and be granular in the groups you target, you'll often be perceived as a jack of all trades, and a master of none.

The companies achieving the best of success in this regard are those who know where and when to present certain offers to a specific group (via a solutions web page design that converts), and change the tone of voice in messaging to speak to the right audiences at the right time - and most notably in the right way!

Supermarkets and department stores operate similarly with separate aisles for men's and women's clothing or frozen vs dry products. When we make an effort to segment our customer base, we can really hone in on the specific desires of a given target market and cater to those needs

If you are  building landing pages for the niches and verticals you target, a few tried and tested best practices to ensure you convert more visitors into leads you can follow up with. This includes:

• Including a brief overview of the industry or market you are targeting
• Mentioning some of the key players in this space (including some of your own clients and success stories)
• Identifying the key problems this target market faces (as it relates to your product/service)
• In contrast, listing the benefits that one might achieve by dealing with the problems mentioned above
• Discussing some of the core objections and hurdles that may prevent someone in this market making a proactive decision (i.e. lack of budget, no technical know-how, lack of time etc).
• Outlining the services or products you offer that are a great fit for this niche
• Listing the pain points that this market may face if they do not use a solution like your own
• Including social proof in the form of case studies and testimonials of happy clients in this space
• Mentioning some key statistics that are reflective of the vertical at hand
• Sharing relevant content like blogs and downloads related to this industry
• Including a list of common questions that crop up from this industry

Giving a bit of background to the market or industry were targeting is an essential starting point of a well-working solutions page. This is a great opportunity to build resonance with businesses or individuals who sit in a similar space to the page you've created.

Try to include a brief overview of how you work to service this specific market.

What type of solutions pages should I create?

There is no limit to the markets you may approach and tackle, and this can be as granular or as broad as best fits your business. Try to do a small amount of keyword research before choosing your target industries – you’ll find that those that get a good amount of monthly searches (whilst not suffering from large amounts of competition) are a great way to go.

Tackling some of the movers and shakers in the given industry also constitutes a great solutions page. It’s all about your content's relatability, so seeing real names of success stories or those doing it right can serve as a powerful tool to build rapport.

Look at the names of brands (or individuals) who are making a success of their efforts - this applies no matter the line of business you are in. If you're a tradesman, include the names of Lettings/Estate Agents who are making effective use of trade partners to service their clientele. As a Website-as-a-Service provider, we outline the successful websites of the target markets we work with.

As a quick note, you may want to include the name of a few handpicked clients of your own in this space also.

Describing the list of common problems that those in the current niche or vertical face is a fantastic way of building an affinity with your target market.

By outlining this list explicitly, you'll show that you are empathetic to these issues and set yourself apart as a thought leader in the space.

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A perfect contrast to the problems the industry faces, outlining the results that those in a given vertical can achieve when making use of your offering should be a no-brainer.

Try and keep these to something as simple a bullet point list (our pros/cons content block in Sites Done Right is a great way to pull this off).

Convincing someone to make a purchase decision (or at a minimum a request for more information) can feel like an uphill struggle. Did you know that it can help to list the regular objections you face on sales calls, face-to-face meetings, and more?

We found that objections typically fall into one of three categories but feel free to extend this list:

• I don't have enough time to make a decision
• I don't have enough budget to start a project
• I don't have enough technical knowledge to make a decision

By having an acute awareness of these concerns, you can structure your website pages and sales process to handle these objections in advance and generate a list of near sales-ready prospects.

You should make a conscious effort on your solutions page to describe the specific products, features and services that you offer (primarily those that relate to the current industry).

After all, these are the exact purchases that clients will need to make!

You can display your services list in a number of ways, but we've found that visual blocks with an image and title alongside a link works extremely well at encouraging conversions.

The last marketing list that you'll want to include is the pain points that prospective clients may face by not making a purchasing decision.

For example, by not getting a new boiler installation or an electrical rewire you may face the pains of ever-increasing utility bills, constant repairs (and the costs they incur) not to mention the safety implications for a family home.

Just like problems, benefits and objections, you can stylise your list to really make it pop on your solutions web page.

So, customers have now been informed about how you are a great fit for their vertical or niche. What is important at this stage is to encourage them to make that final decision by my showcasing examples of work that you have already completed within this space.

This could be as simple as including images of logos from past projects all the way through to in-depth case studies for the work that you have completed and the results achieved on those projects.

Another content block that we have seen work well in encouraging decision-making is the use of statistics blocks to help bolster your authority.

For example, you may include a stat on the number of new boilers that are replaced each year if you are a plumber/heating engineer or the number of sites running on WordPress if you're a web design specialist.

Not only does this type of content block help to break up text-heavy pages, but serves as a quick and easy visual aid to persuade website visitors and convert them into active leads who state their budget and timescales.

Not just for solutions page, but making use of related content is the go-to approach for providing a rich website browsing experience. It shows the depth of content available within your website.

Did  you know that in Sites Done Right, you can dynamically add related content to any page using our relations tool? Just tag a page with a specific keyword, or pick specific pages to relate to each other - our system will take care of the rest and output similarly tagged pages with the content that matters most.

Ultimately this leads to a web experience that doesn't leave site visitors at a dead-end (and helps to reduce your bounce rates).

Incorporating a handpicked variety of relevant FAQs (or frequently asked questions) can be the best method of dealing with any type of potential objections or inquiries in advance and revealing that you are an authority in your space.

Several of the best will certainly claim that an objection is simply an ask for even more info-- you'll be optimising your chances of giving those extra details on the spot!

We've often heard that it's harder to market a specialised solution than a much more general product.

To test this, we've looked at some of the better-known and established vertical market websites to see what worked. The elements that matter most are highlight above.

Do you feel this list is accurate? Are there any things you include in your industry pages that have slipped through the net? Why not let us know by dropping a comment below - we'd be excited to hear your thoughts!