Proper Site Construction
Chart or do a flow diagram for the website content to determine the navigation links/buttons that will help a visitor to locate the information they want with as few clicks as possible. It is easy and fast for the visitor to get
frustrated and click away to find a more friendly site. There are valid reasons for the FAQ, Frequently Asked
Questions, page as well. This can use the questions that were used to craft the detailed content pages. The FAQ answers would offer a brief overview and link to the details. This allows the low-patience visitor to quickly scan and find what they want.
In creating content as landing pages with content tightly focused on a single topic, search engine algorithms find it easier to rank the page for that single topic, resulting in higher rankings. As important, or more so, is that the site visitor who arrives with that landing page’s information as the answer to their needs is more likely to stay on the site to learn more.
Take the time to crosslink the site, creating a great many internal links from one place on the site to another. Any time that another topic or service is mentioned, create a link to that mentioned content. As with many of these tips, if it’s good for the visitor, it’s usually good for the search engines as well.
Once the content is placed and cross linked, the calls-to-action should be placed. Most visitors to business websites arrive anonymously and leave the same way. If the content on the site is properly planned and
written, the visitor has a positive view of the site, so it’s time to ask them for their contact information. It’s NOT the time to ask them to “join our network,” or “sign our guestbook”.
For each topic or landing page, there should be a relevant call-to-action in the form of an offer of more details, examples, special reports, etc. This is a critical process in the conversion of visitors to identified prospects with
contact information. The offers should add value to the content of the page the visitor is consuming. If their questions are being answered, an offer of more information often gets that valuable contact information.