Happy Landing, Happy Customers
Happy Landing, Happy Customers
Your customers experience the same conundrum when they search for your business on the web – and they experience the same anxiety and frustration. If you are able to eliminate some or all of the frustration, you will create a smooth path to your web site.
But, exactly how can you eliminate your customer’s web search conundrum? The simple answer - give them exactly what they look for
The basic way of giving customers what they seek is to repeat their language. In other words, if your company produces Acme Brand Widgets, customers might look for you on a search engine with “makers of widgets”. To them, you must be “makers of widgets”, not just Acme Brand Widgets. Other searchers might seek “widget fabricating” and similarly, you also must be exactly that to have a better chance of attracting their attention.
When listed following a customer’s search, the link to your web site is accompanied by a short description. The first step in repeating your customer’s language is to reflect in the description. In this way, the description that accompanies your site in search results will have exactly the term your customer used to find it. Seeing exacting what they entered assures the customer that the accompanying link must be exactly what they are looking for and it greatly increases the chances of them choosing that link.
Now what? They searched “widget fabricators” and you gave them a link to “widget fabricators”. But, what happens when they arrive at a web page titled Acme Brand Widgets? If you guessed more frustration and anxiety, you are correct. They will not immediately be sure that your company is involved in widget fabricating unless they look for that specific information, which they hesitate to do because they don’t want to waste their time if you are not.
So, where your customers land when they arrive at your site is just as important as how they got there – if it was through a link for “widget fabricators”, they should land on a widget fabricators page.
It’s called your widget fabricators landing page and your site should have a landing page for every major term your customers might use to find your company. By having landing pages that are specific to your customers’ search terms you complete a smooth, frustration- and anxiety-free path right into your site. Now what are you going to do with them?
Happy Landing Happy Customers - To learn more about this author, visit Max Kalles's Website.
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It happens to everyone - the web search conundrum. You know what you are looking for, you know it’s on the web, but you can’t figure what words and terms to use to find it. The web search conundrum causes anxiety and frustration as you continue to enter various combinations of words in hopes that you find the term that delivers the results you need.
Your customers experience the same conundrum when they search for your business on the web – and they experience the same anxiety and frustration. If you are able to eliminate some or all of the frustration, you will create a smooth path to your web site.
But, exactly how can you eliminate your customer’s web search conundrum? The simple answer - give them exactly what they look for
The basic way of giving customers what they seek is to repeat their language. In other words, if your company produces Acme Brand Widgets, customers might look for you on a search engine with “makers of widgets”. To them, you must be “makers of widgets”, not just Acme Brand Widgets. Other searchers might seek “widget fabricating” and similarly, you also must be exactly that to have a better chance of attracting their attention.
When listed following a customer’s search, the link to your web site is accompanied by a short description. The first step in repeating your customer’s language is to reflect in the description. In this way, the description that accompanies your site in search results will have exactly the term your customer used to find it. Seeing exacting what they entered assures the customer that the accompanying link must be exactly what they are looking for and it greatly increases the chances of them choosing that link.
Now what? They searched “widget fabricators” and you gave them a link to “widget fabricators”. But, what happens when they arrive at a web page titled Acme Brand Widgets? If you guessed more frustration and anxiety, you are correct. They will not immediately be sure that your company is involved in widget fabricating unless they look for that specific information, which they hesitate to do because they don’t want to waste their time if you are not.
So, where your customers land when they arrive at your site is just as important as how they got there – if it was through a link for “widget fabricators”, they should land on a widget fabricators page.
It’s called your widget fabricators landing page and your site should have a landing page for every major term your customers might use to find your company. By having landing pages that are specific to your customers’ search terms you complete a smooth, frustration- and anxiety-free path right into your site. Now what are you going to do with them?
Happy Landing Happy Customers - To learn more about this author, visit Max Kalles's Website.
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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