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How many times has this scenario happened to you? You've performed a search
in a search engine or directory, reviewed the results and found a page
description that fits your needs. When you click on the page that looks the most
promising, you often arrive at the website's homepage, where one or more things
might happen:
-
The page loads slowly due to too many graphics, dynamic applications or
scripts
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There are terms used on the page that you don't understand
-
It promotes products or services that weren't mentioned in the page
description from the search engine
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The products or services are unrelated to your search
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The page is "amateurish" in appearance and you're not feeling confident
about things like customer service, user privacy and security, experience with
the product, or other credibility issues
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The page is so busy you don't know where to go to next, or distractions
caused you to forget your original mission
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Something has turned you off, such as swimsuit models that don't look like
you do, corporate images of businessmen, not women, or multiple animated
things
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An invasive advertisement appeared that you had to click away so you could
read the content underneath it
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The page loads but your scumware radar starts beeping like crazy or popup
and security alerts appear
-
You need a magnifying glass to read the content
Problems with inside pages
If a keyword search brings back an inside page, more common
frustrations occur to drive people away from the website. They
include:
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There is no navigation to the rest of the website
-
There is navigation, but no visible, easy-to-locate link to the main
homepage or main website
-
A link home is offered, but sub-navigation is missing, so that the user
must start at the beginning to figure out where they landed inside the website
-
Link labels do not explain what the website is about, so the visitor may
not be inspired to click around
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There is no suggested click path to follow (for example, if the page
happens to be an article, it might be useful to say "Did you find this article
helpful? Here are more articles that may interest you.")
We often forget that search engines index more than our
homepage. People often stumble into our websites while searching for
other things, linking from another website, or receiving an email link from a
friend. The starting place isn't always home base.
How to get chosen in the search results
So, how do you make a website page approachable in a crowded room of search
engine results? First, make sure your title tag is accurate.
Every page requires a title tag unique to the content it represents. The
homepage is an overview page, so focus on the main goal, which is often also
your primary keyword(s).
Next, write a genuine, honest description that isn't all
hype and glorified self-worship about your great website. If the site is going
to sell something, what does it sell? Does it specialize? Avoid words like
unique, amazing, and special because, frankly,
everybody makes these claims.
It's important that you don't stuff keywords in your title and
description tags because these are displayed in search engines as your
site or page description. When read by humans, they don't make sense. People are
getting wiser. They know that you're trying to get a higher rank but it doesn't
mean your website is any better in quality that those lower in search
results.
Once they're on your website
Regardless of where the page is in your site, there are lots of ways to
attract attention or generate curiosity so that your visitor becomes a potential
customer, or at least finds the content interesting enough to keep browsing
around. My favorite part of discount shops are the displays where they toss
clearance items, or the impulse "Oh yes, I forgot I needed that"-type items. You
can do the same thing with your website. Simply place the toenail clippers,
scotch tape and calling cards out front where they're easily seen. In other
words, remind your visitors you carry the items they didn't know they
needed.
Here are some other ideas to try:
-
Provide a good reason to enter your site. Don't expect anyone to take your
word for anything. Offer incentives.
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Put a visible text link to your sitemap on every page. Every department
store has a map with a "You are here" pointer.
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Be forthcoming and descriptive with pictures. If you design and make your
own crafts, show close-ups of the detail and workmanship. The sunglasses line
you offer is likely filled with brand name shades, but what types of faces
will they complement? In a virtual world, you must go to great lengths to sell
things people can't touch or see in use.
-
Place words like sale, getting started, first-time
user, learn more, try now, buy now,
free, download, we deliver and free
shipping on your pages, above the fold.
-
On your homepage, provide an introduction and suggestions for where your
visitors might like to go next, based on their needs.
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