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Landing Pages -
where they enter the site.
The home page of a website is very often the page that
is LEAST visited in a website. And the more successful the site, the more this
tends to be true. It is a common error to believe that users come to your website
through the front door, and then read their way through the site in the order
you laid out the pages.
In fact people are busy, and there are many websites. People
come to your website - if they come at all - with a specific purpose, and limited
time. And if they find you though the search engines, the odds are good that what
they found was one of the other pages in the site, one that contains the information
they're looking for, and that's where they'll click the link to enter.
The point is not only to get used to this fact, but to
welcome it, because it means you can tailor what you want to say to each demographic
target you're trying to reach out to, crafting each page accordingly.
Make perfect entry pages.
Very often the home page of a website just isn't available
for a lot of specific or useful information. With credits and acknowledgements,
special features, branding, and the inevitable graphic flourish, the home page
tends to get built for visual appeal, and with general navigational text, rather
than for search engine appeal or for closing a sale. So it makes sense often to
have people enter the site through other doors.
When you're conducting active work to draw traffic - from
basic search engine optimization to text or banner ads - you get to choose which
pages you want certain target users to come to. Especially when spending money
for traffic, you'll pay a lot of attention to creating a specific landing page
for those who click on your ad to come to. This page is where you continue your
message, and attempt to convert the new user to whatever action
matches your purpose.
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