Make SEO Worthwhile with a Clear Call to Action
A strong SEO campaign is essential in the competitive online space. If you want your website to rank in the search engines for specific keywords and keyword phrases, you will need to optimize your existing site content to include those keywords, add additional site content like blog posts on a regular basis that helps to keep the site fresh, and generate inbound links back to the site from relevant sources in order to improve the trust of the site. It’s a lot of work.
Because SEO requires a significant investment of time and/or money, you want to make sure that it’s worthwhile. What does that mean? Well, the job of SEO is to get a target audience member to the website. However, that’s really not the end goal. Traffic is great but conversions are even better. Conversions are the primary purpose of a website. You want a visitor to take some sort of action once they land on the site- whether that is to buy a product, fill out a lead form, sign up for a newsletter, download a white paper, etc. You get the point. You don’t want a website visitor to land on your site and then do…nothing.
Some website owners make the mistake of being so consumed with getting traffic that they don’t think about what happens once they get that traffic. You can’t assume that a website visitor will know where to go or what to do when they land on the site. You need to make it very clear and very easy for a website visitor to convert, and this is done by including call to actions throughout the site.
You’d think that this would be common sense, but think about the number of times that you’ve landed on a site and then had to do some digging to find exactly what you needed. This digging time can result in visitors leaving the site to look elsewhere, in turn potentially losing sales. You don’t want to send website visitors on a scavenger hunt. People have grown accustomed to the immediacy and instant gratification of the web. Even just a few extra seconds of trying to find what’s needed can result in frustration.
Think about how a website visitor looks at the page. They expect the most important information to be right there in front of them towards the top of the page (or above the fold). What’s the sense in putting a call to action hidden away at the bottom of the page? You may think that someone wants to read all of your content on the page before making the decision to convert, but maybe not! It’s also important to include a call to action on every page of the site. You never know what page a website visitor may land on first. If you are doing a good job of SEO, it’s not always the homepage. So don’t make a visitor click over to the homepage, or back to the homepage, to convert. Include a call to action, lead form, etc. on every page of the site to make it easy to capture that lead or sale.
Categorized in: SEO
Like what you've read? Please share this article