SEO, PPC, Social Media, Email Marketing, Online PR, Content Marketing, Direct Traffic… all sources of traffic to your website which companies spend hours debating over how to get more/get better quality/increase the ROI of them etc. But what a number of people forget is how to help someone on your website get from the page they arrive on to where they want to go (and hopefully that is where you want them to go too)!
You would be surprised the number of companies who are more focused about getting people to their website rather than what to do with them when they arrive! This is why we have provided some gentle pointers to help with this.
Most importantly before you go any further, make sure your website is as up to date as possible – prices, product offering, correct email address etc. There are also a number of simple things that anyone with a website should be doing to help a website visitor navigate the user from where they arrive, to where you want them to go:
- Give each page a Title: It may seem obvious but there are a number of websites that have bizarre pages titles on their web page. Make sure every page has a title that is relevant.
- Every page should have a Heading ‘H1’ tag: When you are writing your content for a page or a document the first thing you do is give it a heading that stands out from the rest of the content and that is exactly what a H1 tag does for a webpage. H1 tags help break up the content for a reader and allows them to skim the page to find the information they want. As well as H1 tags, also add H2 as well when there is a need for it.
- Use their language: Do you have cool brand names? If so great, are they well known? If they are then that’s brilliant, but what about the people who don’t know your brand name? You could potentially alienate a much larger customer database if you are only targeting people who know your brands. It doesn’t hurt to add a more generic description of your product/service as well.
Customers know what they want and expect companies to sell what they want or they will go elsewhere. For example if someone wants a new car and they’re looking for a dealership, they would probably search for ‘car dealers in Exeter’. Therefore you should have this in your content somewhere, not ‘specialist, automotive transportation devices located in the Southern Region of England at the opposite side of East Anglia’. If your content doesn’t reflect what your customers will be searching, you won’t get any customers!
Users are on your website. What’s next?
OK so you have a customer on your site, your content is exactly what they want, you have all the tags and information that they need, what’s next?
A lot of companies have fear on their face when asked this question. How do you get a customer from reading your site to buying a product/ downloading a brochure/ booking a holiday? The answer is simple; have a CTA (Call to Action) and write content that leads the customer to that CTA.
Expertly written content that weaves into the information they are reading, coupled with their next action (what you want them to do) and then also providing the user help in getting there – for example a big button saying ‘download now’ results in more downloads than mentioning a free download but not actually saying where it is!
There you have it, 4 simple easy to do tips for your site that will help your customer get there, see what each page is about and how to put in a ‘what’s next’ step’.
If you want to discuss a more detailed Digital Marketing Strategy then email us or give us a call on 01392 666291.
Niall McCusker – Digital Manager