| Multiple doors to your website |
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I was explaining the other day the logic of having multiple landing pages for your site. It’s a difficult concept to grasp for some people because the traditional idea of a website is much the same as a book or a brochure - you have a front cover and then all the pages behind it and you read it that way. With a web site you need to think of every page as being a front page. You don’t control which page a reader will access first and in terms of marketing you don’t want visitors to come through the front door. You want them to go directly to the page that has the information they want. In my conversation the other day I used the analogy of a department store. Our local Myers store has, I think, four points of entry. Each door leads to a separate department within the store. The main door leads directly from the shopping mall to which it is adjoined. This is the primary access point for the entire store and leads directly to the cosmetics department, then to the ladies fashion and on to the underwear. This is great for my wife who principally uses this store for her business suits but I don’t much like walking amongst the knickers and bras. My eldest son would prefer to go directly to the sporting goods and my youngest possibly the toys - however I think he will be growing out of that soon.The point is that as individuals we would prefer to use separate doors, closer to our particular areas of interest. There may not be a door directly next to the sporting goods but a brief browse through the home entertainment section never hurts certainly better than inhaling the cosmetics. The same logic is applied to a web site. If your visitor has found you via a search engine using a particular search term like “weight training equipment” they will turn away pretty quickly if they are presented with ladies fashion when they click through. By recognising this and establishing the appropriate meta data, you can provide a much easier site for your visitors and in the case of a retail store you would be one step closer to a sale. Comments (0)
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About the articlesIn the general course of operating my business I am asked a lot of questions about the Internet in general, about on-line marketing and Search Engine Marketing. It is hoped that you will find these articles either informative or entertaining or both and that they serve as conversation starters. Regards |
