Written by: Vickie Sullivan | April 19, 2022
What Visitors Expect from Your Website
When working on your website, it’s easy to get caught up on what looks good. Instead, you should focus on what your visitors expect to find.
Big graphics, easy navigation, and cool copy are the standards now. What a lot of us smaller shops don’t realize is visitors have different expectations based on how they get to your website.
Do visitors get to your site via a direct browser search—they key in your website URL? Or do they get through it by organic search via keywords they type in? Each of those sources of traffic require a different message strategy.
2 Website Strategies
• Direct search. If you have a strong market presence and referrals, buyers hear our name and go directly to your website to check you out. They will land on the home page, which must have a blend of accurate and compelling copy, as well as attractive images. The key message here: what you offer and why visitors need it. I am legit. Come explore and find out more.
• Organic search. If you have a smaller business, though, referrals and other direct search tactics are not enough. You need organic search, traffic that only search engine optimization (SEO) can bring. These visitors don’t see your home page first; they are directed to the website page that answers their question. The focus here is on proving your perspective. Every web page must answer a clear question. The underlying narrative: I am a valuable resource that you don’t already have. Check me out.
Listen: What Are the Best Photos for Your Website?
The days when all visitors start on your website’s home page are gone. Instead, you must focus what visitors want to know based on where they land on your site. Your content must answer questions that go beyond what you do and who you are.
Now Read This:
- How Your Website Changes the Sales Conversation
- Springboard Marketing: Leveraging Your Expertise into an Empire