Loading ...When internet users land on most sites, they are often left to their own devices. Site owners tend to assume that internet users, having found their way to the page, can find their own way around. This is fine if you have no desire to turn a user’s visit into a conversion. If, however, your site has aims of its own, it’s vital that you set out clear paths to welcome your users onto the right pages.
Every landing page on your site should act as a sort of welcoming committee to your target users. With subtle and not-so-subtle clues, you need to set out the steps the user needs to take in order to do what you want them to do.
Take control of user actions
Marketing experts are very familiar with the concept of manipulation of target groups. Every piece of marketing is designed to lead the viewer along a path to the business goal. The way you formulate your landing pages should be no different. Search engine optimisation is a less pushy form of internet marketing, and most site owners assume that the SEO work is done once a user lands on a page. Landing is no time to let your site users think for themselves. There needs to be a clear path for each of your target user groups to follow, and your SEO plan should help you set it out.
The first step is to send out a welcoming committee to the user. In other words, there needs to be something prominently on the page that lets them know that they can find what they need on your site. This welcome also needs to be a clue as to where they should go next. Welcomes can take the form of a well-crafted title, an information box or a button which allows the user to click through to the next page. It’s important that the link to the next step on the path is close to this welcome.
Multiple paths are necessary
It’s likely that even internal landing pages will have to serve more than one user group. If a landing page is the first step for more than one page, equal attention needs to be paid to the different groups visiting that page. For example, you might have an internal landing page on Labradors, and your products include dog vitamins and various texts on dogs, breeding and health. One user group is interested in Labrador health, another in breeding. You need to set up two paths, one leading the first group to buy your dog vitamins, the other to buy your textbooks. One path may be more direct than the other, depending on the needs of the target group.
When a user lands on your page, it’s only the beginning of your relationship. Certainly, your SEO has managed to get them there, but the work shouldn’t stop there. After spending so much time in getting your users onto your pages, it’s a crime to let them work it out for themselves.
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Tags: internet marketing, Keywords, Search Engine Optimisation, SEO
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