Trade shows are a big part of our marketing initiative and a good brochure that is simple and easy to read is really the key to people becoming interested in our services. Transfer this same thought-process to the online, digital brochure, (Your website / Your blog site) and you can have tremendous success.
My rule of thumb that I have stuck by is 3 clicks. Let me explain!
I have been thinking about mobile marketing a lot. People are using their mobile devices: smart phones, ipads, tablets and other devices. To keep reader’s interest, it is becoming critical to make sure people can get to information they need in 3 clicks or less. Most people do not stay on your site very long. The reason is that people are even more impatient and they want quick answers to their questions. If they do not find answers right away, off they go to another search or worse another site.
My advice to address this issue is the following:
Use social media to drive people to information on a particular page or document on your website. Don’t just send people to your home page. Those days are over. Give people the information they need in fewer clicks.
Make sure once they land on that particular page that you give them some type of (Call to Action) – Let your readers know where they can go to buy something, get more information or other references. I suggest also using specific content and a good reason to do something. Don’t just rely on content that is linked to another page. Most people will not find it.
Finally, get shorter. I know a few years ago everyone was about SEO and content and key words and more key words. Do you want a well optimized page or do you want to get that client transaction? It is a fair quesiton.
3 Clicks – Try it out and see if your site is a 3-click site or if it is a 5-10 click site. Start building good links and direct people where you want them to go. You really only have a matter of seconds to keep someone’s attention. If you make it difficult to get to places on your site, you may be missing out on your next big opportunity.
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