It’s not an easy answer.. although without a marketing path for your website, you really won’t have any luck with conversion of the traffic SEO brings.
A marketing path is a clearly defined path through your website for first-time visitors. And it all starts with your home page.
You home page should tell visitors what to do.
When you let visitors self-select their way, they typically will bounce around and leave without taking action. People need to be led through a path of engagement…
What do I buy first? What will you give me? How will I benefit?
Notice that YOU don’t enter the equation – yet.
When you map out your marketing path, you define what words you’ll need to SEO optimize for.
Example:
Home page offer: Free Trail of XYZ drafting software.
The benefits of XYZ drafting software are:
Increase your drafting productivity
High quality drafting blueprints
Enforcement of Drafting standards
etc…
Can you see the SEO terms you’d optimize the page for? They leap out at you, and you can actually rank for these terms as the content is on your home page.
Now that you have a home page offer.. what is the next step?
Once I have registered for the free trial, I would be taken to an upsell page. Or, a one-time offer page.
The idea is that now the visitor has taken action, they have shown commitment. Reward this commitment by offering a low price on the software I have shown to be interested in.
You’ll also have the name and email address to use for further marketing to the next steps along your marketing path.
Working together with a Search Marketing consultant to build this type of marketing path accomplishes two powerful elements of your website marketing:
Qualified traffic with a high percentage conversion.
Call us to find out how Increase Visibility can help you with your SEO and Marketing Path Optimization.
(877) 736-2384, option 1
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