Go to a search engine and type in your company name or product or a keyword and take a look at the search results. Notice anything?
Most likely, only one of the links takes people to the home page of your website.
All the others invite visitors to enter your world through a back door.
Click on some of the search results links, wipe your mind blank [I know, it's a challenge], and ask yourself if you arrived on that page by chance, what kind of impression would the website leave with you?
Can you pick up your company's story in mid-stride? Do you understand where you are in the scheme of things and is there a clear path to either take a few steps back to catch up or easily move forward on your exploration of the topic?
In other words - how engaging is your website if entered from the backside?
A few things you may want to check and adjust to make sure your backside isn't droopy:
- Start with the search results.
- Are the pages that returned for your website responsive to the search term entered?
- Are there some better choices for keyword optimization? Does the content deliver on the promise it made by returning on the keyword the user searched with?
- Now look at the page the search return links to:
- When was it last updated? Will the information still be considered current and be of high interest?
- How does it invite people into your company's story?
- Assess the options for your visitor - where can they go next? Where might they rather go?
- Are there clear choices related to the subject matter or topic that motivated them to visit your website?
- Can you improve their response by freshening the content? Adding links that extend the story they've stepped into the middle of?
- Is it obvious how they can interact with you?
Yes, this takes some effort. I suggest you start with your most highly visited pages and work your way down the list.
Most people will visit your website or learn of your company for the first time because of a search result that directs them to an internal page. That's the beauty of search, and for savvy folks who've figured out how to reduce the shoveling they have to do to get the information they want.
Take a look at your bounce rates for specific pages. Are they higher than they should be? The object is to pull your website visitors into your world, so high bounce rates on key pages are indicators that change is in order. You not only want them to stay, you want them to invest time in learning more about how you can help them answer their needs. Right?
Depending on the topic or search, they will want proof that validates the assertions your content makes and potentially more information about the subject that motivated their visit. And, please tell me the content is not all about you.
Everyone spends a lot of time making sure the homepage looks great. With the advances in search technology every page needs to pass that test. Start hoisting that backside and get it in shape to engage visitors and deliver the outcomes you want.