The old model of website design was that your home page was the "front door" through which most of your prospective customers were introduced to who you were, what you stood for, and what you had to offer. Not anymore.
Rely too much on your home page to define what you and your website are about, and you will miss the big parade of prospects who are taking a direct flight to the information they're interested in by using search engines to go to interior sections of your site.
Make Every Page Your Home Page
With search engines now the first place most people begin their online experiences, it's important to recognize that your website's home page, impressive though it may be, is no more or less valuable than any other page that may be a landing point for search engine traffic.
The new model of website design and navigation is to, in effect, "make every page your home page." A few things to keep in mind when you update your site:
- Make sure your core marketing messages are sufficiently represented and reinforced on every page.
- Act as if customers are seeing your brand for the first time on each page and present your company accordingly.
- Name pages in your primary navigation structure with careful consideration to inform prospects of products, services or information that may interest them.
- Once your prospect is on a page that has a product or information related to what they searched for, seize opportunities to cross-sell by linking to other, complementary content.
Give Them What They Came For
By cultivating an awareness of how your prospects arrive on and move around your website in this age of search engine efficiency, you can meet them at every turn with content that will make them feel at home and ready to do business.
For more ideas to drive sales go to blog.ambitmarketing.com or visit Ambit Advertising and Public Relations.
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