A common mistake made by many brick and mortar businesses is based upon a belief that visitors to the company website will show up on the home page. So much effort is placed into creating a “pretty” or “cool” home page that the company website ends up being no better than an online business brochure.
The fact is, if you are utilizing a brilliant content marketing plan, then the bulk of your company website visitors will arrive on a page other than your home page. Do you have a plan for that?
I am always amazed when I see an advertisement on Google, and the link in the ad leads to the homepage of the company website. That is no different than a sales person handing out a brochure to everybody that walks in the front door of a business. It is just a poor use of company resources and will most often fail to result in new business for a company.
Brick and mortar businesses need to establish key landing pages on the company website. A landing page is any page on your website where you plan on routing traffic with a specific intent in mind. Often times, we use specific landing pages to track traffic flow from unique advertising campaigns (like when you hear a radio ad say “just go to theinternetsqueeze.com/uaw.” This allows the site owner to measure the effectiveness of his or her advertising efforts.
But the landing page is not just a tracking device, it also will serve a specific role in the overall marketing plan. Maybe it will be a used to get the visitor to take a desired action, or reveal something that cannot be found elsewhere on the site. Perhaps it is used to organize many related pages from the company website (like a hub). Most importantly, landing pages represent the initial contact some of our visitors will have with our company internet marketing campaign, so we must ensure that it serves a desired purpose.
So start thinking about the places you would like your arrivals to land. Will they be offered something tantalizing, or will you just send them to the lobby (the home page) and hope they guide themselves. A progressive internet marketing campaign anticipates that visitors will arrive on many pages on the company website, so ensure that you have your guidance system prepared.