Your business and/or services attract a number of visitor classes to your site. They most likely include the following types of classes: (not limited to)
[list style=”list2″ color=”gray”]
- Prospects
- Clients
- Business Partners
- Competitors
- Members of the Press
- Job Seekers
- Employers
- Investors
- Buyers
[/list]
The normal practice is to provide a captivating overview of your company/services and to give each of these visitor classes equal attention. The company is often portrayed along product lines or as a “do everything for everyone” type company.
This method is even-handed and counterproductive. Your landing page(s) should be modified to best serve the mission critical visitor class. Everyone may want real estate on the home page, but they do not necessarily deserve it in equal measure.
Some visitors are more motivated to find relevant information on your site. Job seekers will discover the page with available open positions no matter how deeply it is buried in your site. Likewise, potential affiliates will join your program regardless of whether you label the link “affiliates.” “webmasters.” “partners.” or “referral program.” Finding the balance within your critical pages will help you convert and retain more customers.
[blockquote cite=”-unknown”] Important classes of visitors are the ones who interact with the mission critical parts of your website. [/blockquote]
With all this in mind, keep this on the front line… test multiple methods, multiple sales content and always include a call to action or opt-in method on each and every landing page. Stick to the mission critical and do not try and cram everything into one page… think wide and focus narrow.
