If a visitor arrives at your website and then clicks away, do they make a sound?
I know, I know, it’s a bad joke. But all kidding aside, if potential prospects are quickly clicking the back button, you likely have a keyword relevancy issue that needs attention. If they spend a few minutes on your page, they are least reading it so you may have a problem with your copy and call-to-action.
Are Your Keywords Relevant?
Whether you use PPC (Pay Per Click) advertising or rely on organic search engine traffic, you must be certain that the keywords are relevant to your offer. I’ve seen many marketers attempt to rank high for search terms such as “free e-book on weight loss” and then not offer one. The prospect is not likely to be happy about this false lead-in (and will quickly leave your website).
One way to check for keyword relevancy is to look at your competition for the chosen keyword and see what they are offering. Keep in mind—they may not be converting prospects either, but it’ll give you a pretty good idea if you’re on the right path or not. If everything appears in order, you now need to review your landing page copy.
How Does Your Site’s Copy Read?
Take some time to really thoroughly read through your website copy. Does it grab the prospect’s attention? Does the wording flow throughout the copy or does it contain incorrect grammar, spelling mistakes, or read like it was written by a third-grader? And finally...is there a call-to-action prominently displayed that you would like your prospective client to take?
When visitors enter a search term and come across a website with poor content, they’re likely to leave the site immediately. Think about it from a visitor’s perspective for a minute. If you cannot take the time to produce quality, relevant information then you are not attempting to solve my problem—you are strictly after my money.
Refrain from listening to the black hat SEO “gurus” who’ll tell you to put up keyword-stuffed drivel for higher rankings. It’s a lousy strategy. Instead, it’s important to use an honest and practical keyword strategy. (BTW...this is always part of our proven-effective optimization process at WSpider.)
And Don’t Forget About The Call To Action.
Okay, so your offer is relevant to your targeted keywords and you’ve cleaned up your landing page content, now what? Look at your call-to-action. The client is interested and read your landing page. What do you want them to do now?
Many marketers make the mistake of not being clear on the action they want their prospect to make next. You must provide a clear call-to-action whether you direct them to a sales page, ezine subscription, or other relevant information. Place the call-to-action throughout the landing page where relevant.
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