Did you read the previous two Traffic Trigger articles? These are step-by-step lessons to help you successfully market your business on the Internet. The first talked about using the right words that people want to see in order to find your website. The second talked about the consequences of not following the rules when you publish information about your business.
Let’s visit your website again. Look carefully at each page – is there a main focal message for each page of your website? Or, have you crammed it with as much information as possible, hoping to tell everything you can about your business? The best websites have a tight focus about their message, and that focus matches what the user wants to experience when they visit the website.
When businesses hire me to write information for their website, I need to have a thorough understanding about their products and/or services. I also need to know what their prospective visitor wants to see about that product or service, and what their competitor has already done to beat them in the race when marketing that product or service.
Each page of your website should focus on a specific thing – one service type, one product type, or one category. If you try to cram too many keywords in one page, you confuse the only two audiences that matter – the search engines, and the people wanting to take action on your website.
If the search engines get confused when they see your site, they won’t rank it well against your competitor. If you’ve included too much of a variety on your main pages, the search engine won’t know what your focal point is, and won’t provide relevant search results to the person looking for you. You may not even show up in the search results, if you can’t focus your marketing efforts well enough!
If the visitor actually ends up at your website, and you haven’t kept a tight focal point, they may not know how to navigate or what you want them to do on your website. A confused mind doesn’t buy; a confused mind doesn’t take action; and a confused mind turns and runs away.
Take some time to look over each page of your website, and ask yourself, “What is the main focal point of this particular page?” Determine if you are confusing both of your visitors – the search engines and the human reader. If you are, then you may need help determining your marketing message better for your website.
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