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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Max Kalles
(Visit Max's Website)
Max Kalles is a certified internet
consultant and conversion marketing
specialist with WSI. He has presented at
internet conferences around the world, and
his workshops and seminars have helped
hundreds of business owners improve the
results from their website. If you would
like to attend a virtual or local seminar
please visit www.si
mplifytheinternet.com
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