When businesses first started going online and creating websites to promote themselves, it seemed appropriate to replicate exactly what they did offline – create online versions of the brochures they sent out by mail or gave directly to clients.
But what worked in the 90’s and early part of this decade just doesn’t cut it in today’s web world.
Today’s web world is driven by the consumer. It’s no longer ruled by the corporates. Today, every consumer, no matter how influential, is able to have their say and control over what content they want to consume on the Internet.
And when you, as a business entity, start embracing social media networks such as Twitter, Facebook, and Linkedin, you start to lose control over how and where potential clients come to click through to your website.
Your website home page used to be THE page to get right on your website. It was the entrance, the grand opening, the doorway to how your business was portrayed on the web.
I know I have advised many clients over the years about how to create a home page that converts, engages and turns website visitors into potential customers.
But how many of your website visitors now come via this front door?
Two years ago, before I started using sites such as Twitter and Facebook as engagement tools, more than 55% of visitors came via my home page. Over the past few months, that figure has dropped to 32%.
My blog became incorporated into my main site in Spring 2009. Over the past year, Twitter and Facebook have been fuelling my blog articles. 31 different landing pages (the first page a website visitor is logged as visiting) in one month last autumn have now become 134 in the past month this year.
Now, I know that some of you reading this will have not started a blog yet. You may have only just started to dip your toe in the social media waters. So, yes – your home page may well still be that main front door where people find you.
But you’ve found me to learn more about this stuff haven’t you? When you start to embrace and turn up the volume of your online marketing, you will have to start thinking about the many doors to your website. And every page on your website needs to be prepared for your new visitors.
You need to get your house in order before you start laying out the welcome mats.
Here’s what you need to do to ensure every page on your website is a home page:
"Karen Skidmore helps small business owners work smarter and use the right marketing tools so they can attract more of the right clients to their business. To subscribe to her free email newsletter and get access to practical advice and marketing ideas that will move your business forward, visit www.CanDoCanBe.com"
Member since: 2nd February 2012
Help small business owners attract the right clients by using the using the right marketing tools. Training & mentoring on how to get email newsletters working with your blogs, working with your social...