Loading ...Search engine optimisation might seem to be all about attracting traffic from the search engines, but it should achieve much more than that. If internet users flee your site as soon as they land, your site will ultimately suffer. Even more so, if users fail to do the things you want them to do, your business will suffer. The difficulty is, once you manage to get internet users onto your site, how do you achieve conversions?
The answer is to lay out clear paths for your target user groups to follow. These paths have to have very clear beginnings, and there needs to be one that is tailored to every user group. These paths need to be planned carefully, and your SEO consultant can help you to plot out the structural factors required. You can talk to our experts at SEO Consult Australia about this issue. The clues you lay down at the beginning of these paths need to be enticing. They need to be the beginning of a story.
The paths you set out on your landing pages should tell a story that the user wants to hear. Each of your paths has to follow a storyline, one that sets out a series of ‘cliff hangers’ for the user to follow. The story is essentially the same for every user group, namely taking the user’s curiosity and converting it to action. A good example of a story like this is a user buying something from a retail site. The user follows their search, is assured they’re in the right place, is told how wonderful the product is, is convinced of how much they need it, and is led to the transaction page. A happy ending.
The steps you need to follow to set out this story are fairly logical. Start at the beginning by identifying the landing pages within your site, then follow the following steps:
- Introduce the story with a clear welcome. The first step on your path needs to show the user that they are in the right place, and indicate that their needs will be satisfied. Signify this with a prominent display. For example, on your home page, you can signify a path for a specific customer group using a text box with a brief blurb and a link.
- Set the scene. The second step users should take on the path is one that provides them with a bit more information. It’s important not to give them the whole story at this point, but just enough to urge them to continue on the path.
- Drive the plot forward. It’s usually best to lead your story to its conclusion in as few steps as possible, but sometimes this rushes things. If your target users are unlikely to go straight for the transaction after receiving initial information, putting another page on the path gives you more time to convince them.
- The climax and conclusion. Once the user has the information they need, it’s time to convince them that they need something more. Your final page should be the conversion.
No related posts.
Tags: Search Engine Optimisation, SEO, SEO Consult
Link to us
If you want to link to this blog, copy and paste the following HTML code to your website.
