Does Your Website Have Multiple Entry Points?

Writing by Nick Stamoulis Tweet

This is a double question – does your website have multiple entry points in that there is more than one page that visitors frequently land on; and two, a wide variety of external sources of targeted and relevant sources of visitors, of course including your search engine optimization generated visitors. They are both very different yet they are both extremely important.

Let’s look at the first definition, multiple landing pages. To begin with, do you know which pages receive the most traffic? A good analytics package (such as Google Analytics or GoStats) will soon answer that question. Second question – are those pages optimized to receive new visitors? What often happens is that, despite your best attempts, one or more pages appears to rank well in the search results, often for a search phrase you have not even optimized for. Consequently, you haven’t optimized that page to be a landing page. The simple solution is to ensure that every page you publish is optimized as though it were a landing page. Call to actions are placed appropriately and there is a clear natural to flow that encourages the visitor to click through to more pages. I can’t tell you how many times I have personally seen websites by all types of businesses (yes, even established companies) that have websites that are disjointed and have very poor call to actions. The bottom line is create EVERY single page of your website so you have a good chance of converting the visitors that arrive to your website.

The second definition is a little different. In the past, search results were the primary means of gaining traffic. Advertising is another method used to gain traffic along with various link building strategies on other web sites. Social media marketing has been seen as a way to engage potential customers using social media marketing. Another excellent source of visitors is an email newsletter or other forms of opt-in email marketing. The point here is, NEVER put all of your eggs or marketing efforts in one basket. This is another mistake that I see newer marketers make almost every day…they think that search engine optimization alone will make their business boom. SEO is a source of excellent visitors, just like social media, pay per click advertising, etc. is as well. Remember that Rome was not built in a day and every website and company is totally different.