I have a client who ranks well in local search results for his primary keywords. But when it comes to his second largest keyword — which targets a specific segment of his customers — he doesn’t do well at all.
To resolve this I suggested we develop a new page where we could embed targeted keywords and focus on the needs of those customers.
But my client didn’t see the need for the page. “When they come to my home page, they go straight to the products. Why would they even need that page?”
The answer is that some of his prospects might not even make it to his home page in the first place. They are typing in keywords specific to their needs.
His home page is optimized for more general keywords, and there isn’t enough room on the home page to embed additional keywords and have the page read well. So we need that additional page.
Furthermore, we would need to add some “home page” elements to this page.
I explained to him, “When you send a catalog in the mail, you know that your customer will see the front cover. The front cover is like your home page. But with a website, your customer can come into your site on any page. It’s as if she opened her mailbox and the catalog was opened to page 32. You never know which page is going to be the first page to your web visitor.”
“I didn’t know that,” my client responded.
I continued, “So you have to make sure that every page of your site has home-page elements like …
- You are here, if you want to go there click here.
- If you want to see products, go here.
- If you want to read testimonials, click here.
- If you want to contact us go here.
- The Home Page button should be clearly visible (don’t assume your visitor knows to click the logo).
Easy Web Tip #109: Your customer can enter your website on any web page. So you need to make sure that every interior page has some general home-page elements to assist her in finding what she needs.
