MARKETING TIP #130
Impact Your Website Landing Page Information
Never assume that visitors to your company's website are landing on the home page. If a visitor found you through a search engine, or is visiting because of a promotion, there is a good chance they won't enter your site from the home page. In fact, according to Jacob Nielson's 2008 web habits survey, only 25% of users enter by the home page. So even if you have a great home page, if the rest of your site isn't well designed, up to date, and intuitive, users entering via search results may hit your site, get frustrated, and leave.
Think of every page as a possible entry point and make sure that it functions as a standalone piece. Visitors to your website need to know that you are the company that can solve their business problem, regardless where they may land on the website.
Here are some tips on what information is critical on every website page, to help ensure that visitors to your website, regardless of where they land, have indeed come to the right place.
- Theme line: Provide a memorable theme or tagline that is prominently displayed near your company's name usually on top of the page. But remember, a tagline is a promise, not a list of all of your company benefits. So keep it brief.
- Value Proposition: The "tell-me-what-you-do" statement. Every page of your
website should have a statement about what it is that your company actually does. Think of this as your 30-second elevator pitch information. Again, make sure this information is prominently located.
- Solutions: Provide a bulleted list of solutions and markets served. This is where
prospective customers will go to identify their need and your solution.
- Contact Information: If you are going to take the time to build a solution-oriented website, go the extra mile and put in the details that directly link a customer to the person that can best address their needs.
If you feel less than positive about the answers, you're certainly not alone. Let North Star Marketing provide a no-cost web evaluation. It's the first step on the path to success.
Executive Vice President
P.S. To arrange your evaluation, contact me at firstname.lastname@example.org or 717-392-6982, ext. 100.
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