When we talk about inbound marketing, one of the pieces we are talking about is driving traffic to your website by combining social media, email campaigns and of course search engine optimization. Successfully driving visitors to your site isn’t enough; you need to draw them in at every opportunity.
Websites can be a maze of dead-ends – pages where there is no call to action or interaction for visitors. Like a dead-end street, there is literally nowhere for them to go. A marketing nightmare, business is quickly lost. Each site page must require a type of action from the reader.
Some helpful tips to avoid four common dead-end areas on your website:
One of the most frustrating pages for visitors to land on, 404 pages can quickly drive people to your competitor’s site. Be very careful when changing the URLs of pages and make sure all links are current. Optimize a 404 page with links to the home page and site directories. There are plenty of creative 404 page options available. These can help build relationships with consumers by adding to the creative feel and look of your brand.
“No Results” Page
Maximize your site’s search tool by providing options for people who land on a “no results” page. Simply stating “no results” leaves visitors hanging. They don’t know what do next, other than close the page. Offering links with wording like “Did you mean?” or “Top search suggestions” provides active alternatives and direct readers elsewhere on your site.
Blogs are often seen as standing on their own, separate from the rest of the website’s content. At their core, they are a marketing tool. Since they can be the first point of contact with a potential client and easily shared, blogs need to connect to information on your website.
“How To” blogs can link to the product descriptions, pricing and of course the ordering page. Finishing your blog with a question can promote comments and conversation, not only with you but with other clients.
Discussion = visibility = traffic = sales.
“Thank You” Pages
When you’ve added call to action buttons asking people to sign up for newsletters or request more information or register for a course, you need to follow up with a thank you. Thank you pages tell the person what the next steps are. If they’ve signed up for a course, the thank you page could include a “subscribe to our newsletter” button. A thank you for subscribing to your newsletter could include a “find out more” button, linking back to courses or product descriptions.
Spending some time ensuring your website doesn’t lead to these dead-ends can enhance visitors’ experiences and increase their likelihood of doing business with you.
No time to review your website yourself? Contact Sudymo Web Services today to arrange for a full marketing review of your website, including dead-ends, search engine optimization, lead generation, and mobile experience.