For a long time, your website's Home page was considered the most important landing page on your website. The one to focus all your efforts and where you were going to create that all important first impression.
To a certain extent, this is still true, but visitors are now spending a lot of time on 'about' pages and may even 'land' at other pages of your website like your 'blog' or 'contact' page especially if you are promoting your blog on social media.
While not neglecting the importance of your Home page it's important to focus on these other pages as landing pages.
Review how they may be perceived by a new visitor to your website:
- What first impression do they create?
- Is there a clear call to action?
- Do they encourage visitors to move to other areas of the site?
Include the following to encourage them to move to other pages of your website:
- Have a clear and prominent message that lets your visitors know exactly what you do as soon as they arrive at the page.
- Include a contact email address and/or phone number. Consider how your visitors got the site. Is it likely to be from a mobile device? In which case have the phone number easily accessible for direct dial. In fact you should have your contact details on every page!
- Have one clear call to action ... don't overwhelm with too many. If there are too many choices and buttons to click, you risk causing confusion and your visitors clicking nothing!
- If you have a great offer or can give away some free information highlight it. Do you have some information you could give away via free download that could also give you the opportunity to collect data for your mailing list?
- Include links to other pages of your website from within your individual blog posts to encourage readers to find out more about your business and services.
- Cut out the jargon. Write for your readers and ultimately your prospective customers. Use language that they will understand and can relate to.
The above are a few simple guidelines, but above all else keep it simple. If you would like some help with developing a new small business website or improving an existing one, please do get in touch.