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Your product pages are attracting more traffic than you think!

As Google becomes increasingly adept at understanding website content, the likelihood is that your service or product pages will probably be ranking more highly than your homepage for your specific products or services. This means that an increasing number of your new website visitors might never even see your homepage.

The problem here is that many businesses think that their homepage is the single most important page in their website. Consequently, they spend a disproportionate amount of time considering homepage design while their ‘more important’ pages languish in the land of missed opportunity!

Your product pages are ‘homepages’ too

It’s vitally important that you love your product pages and shower them with the same amount of focus and attention as you do for your main website homepage. If you do, it is likely that your website visitors will benefit from a much better User Experience while you enjoy a much better conversion rate!

Learn how to design your inner landing pages for conversion…

Summary of the video

People use Google to find solutions to their problems. As a website owner, your first goal is to make sure that it’s your content which people are shown as the solution. As you have seen in the video, this doesn’t always mean that your main website homepage is the starting point for new visitors and potential customers.

Here are some key points from the video:

• Always consider ‘scent’. Understanding the language people use to describe the solution they’re looking for is the first step to producing advert and headline content that will resonate with your visitors and reassure them that they should click on your link and stay on your site. Make sure you’re making the effort to describe your products and services using your visitor’s language not your own.
• Group information into accessible chunks. People find it difficult to wade through loads and loads of content trying to get to the specific answers they need. You can make it easy for people by grouping your content together into chunks that reflect how your visitors will be thinking. Also, try to keep pace with technology and use modern design techniques that make accessing content quick, easy, and obvious.
• Design a conversion hierarchy. There are lots of actions which your visitors might want to take as well as lots which you would prefer them to take! If you intend to present a range of conversion goals, then consider using design to create a visual hierarchy that persuades people towards your primary conversion goal, while still presenting secondary options albeit with less prominence.

What are you going to do now?

My advice is to identify which pages are acting as direct entry points from Google. Consider what visitors to this page might need in order to propel further down your conversion funnel and how well equipped your page is to promote action. If you have your doubts, then this would be a great page to nominate for the next round of conversion testing!