People make land on it, maybe even get lost or frustrated in it, and then they will bounce around somewhere else.
You know it, traffic is generated to just a few pages on most Websites that are optimized for organic search.
And length of visit to those pages is often dictated by poor user experience, and lack of thoughtful content strategy, rather than true interest and the ever elusive engagement.
Imagine getting lost in a maze of streets somewhere where you can't see where you're going. Unlike this beautiful view where you may not mind getting lost a little.
This is affecting your ability to help transform buyers into customers, or contributing heavily to it being the case. Never mind joining social networks, loyalty is an illusion if you're not providing helpful content and interactions — when and where people are looking for them online.
What are those areas of need? Most notably:
- contact us page — you'd think that by now organizations would have figured it out, this is the most visited page. You'd have to give away round trips to heaven for eighteen people to top those organic searches. Why? Because people who look for your contact page, mean business. If all you have there are PO Box mail to addresses, and one 800-number, you are missing opportunity to connect because they don't know where to put their information to tell you more.
- product review pages — out beyond marketing fluff and press release puffery and scientific evidence there is a knowledgeable and passionate product page, I'll meet you there. People want to hear what your engineers, scientists, product people think about the product. They also want to read from people like them. Offer your commentary on video, too. Host moderated reviews. Would you rather they wade through pages and pages of forums, and other assorted sites instead? Official still has value. Be proud of what you do, people can tell when you don't believe in it.
- join the tribe — yes, I know, this page doesn't exist on most sites. Because they're still written and seen through the lens of branding of old, with a few benefits thrown up front for good measure. Sites are often all about optimizing faster and better when the reality is that cheaper is the old superlative that matters if that is the case. Unless, you give people a reason to care. Tribes form around passion points, things that make a product or service feel authentic, think for example Ducati.
In other words, you have a couple of choices to make your site a destination — offer utility and value by giving people what thy're looking for, and/or give people a great place to hang out with other people. You can organize that place in a way that makes you, the host, welcome and sought after.
This whole post was inspired by a fruitless search that will probably result in a hopeless call through a phone maze. Buyers may put up with all of it in a lesser of two evils kind of way. Don't expect them to spend more than they need to with you in that case; or to tell anyone they should do business with you.
At best, you're not even getting a mention.
[image of Lake Garda, which was indeed a popular destination growing up at a mere 40 minutes from it]