Many professional service firms have a need for rapid professional business development, particularly if they have a new website or are carrying out essential redesign of an old site. This can be promoted by means of an intelligent linking strategy that directs visitors where they should go.
In referring to an internal linking strategy, the strategic objective here is not to gain back-links with a view to attaining an improvement in Google PageRank but to direct visitors to the web page that offers the business most benefit from the time the visitor spend on the site. All too frequently, visits last just a few seconds or if a link is followed the page visited is not that which might have brought the business most benefit.
A good internal linking strategy should direct prospects to the most productive page on the website. If you want visitors to provide you with their contact details why offer them 101 links on your page when all that is needed is one? This begins during the website design stage. Before you start promoting any page you must have it clear in your mind what your major objective in running your website is.
You can embark on an indirect advertising campaign by using SEO and acquiring links to improve the chances of a page on your site being listed on a search engine such as Google, and you can also use direct advertising with a web page URL offered within the link of a PPC advert. However, what page are you promoting and why?
First consider these questions:
A. What is the purpose of your advertising? Is it to sell products, provide information or to develop your business?
B. What is the best page on your website to achieve the answer to A? Is it a squeeze page where you collect the first name and email address of a visitor before they disappear from your site forever? Is it to make them an offer they cannot refuse? Is it to offer them useful information?
C. Do you have a page on your website already to achieve A or do you have to design one. Do you know what a squeeze page is and have you an autoresponder able to manage it? Do you have a product to offer as an enticement to fill in the registration form? Have you a compelling info-page?
Then consider these questions:
D. What page on your website is most appropriate to achieve all of the above, and what page on your site currently gets most visitors? Are these the same or can they be designed to be so?
Finally do this:
Construct an internal linking strategy that achieves all of the above. It would be fair to say that most webmasters do not apply a professional approach to their internal linking, and as a result are leaving you with an opening to get ahead of them in the search engine listing wars.
The most obvious reason for providing links between your web pages is to enable visitors to click from one page to another. Most tend to offer too many links in the mistaken belief that they should allow their visitors to visit any page on the website that want to visit. Why? That is in irresponsible approach to an internal linking strategy!
If you consider the way you are hoping to develop your business using your website, you must surely have a professional business development plan. You should use that plan in determining where you allow your visitors to go on your site from each page. Give them 20 links/page and they will use them all! If they stay that long!
Consider questions A – D above and think carefully before answering: the answers could decide whether you will be able to achieve the maximum professional business development from your website or whether your visitors will be on your site for a few seconds, perhaps visit a page or two that you don’t really want them to visit or whether they do as you direct them to do.
Decide what page you want them to visit first – is that your home page or another. Since the home page of most websites is listed highest on search engines, then maybe you should use the home page, but not necessarily in its current design. The page you use must be the one that is used in ALL your adverts and links.
Then, once they have signed up for your free gift, newsletter or course then can lead them to a page with all your links – your ‘regular’ Home Page perhaps. The important point is that you decide on the purpose of your site, make sure you have a page to achieve that and then all roads lead to Rome as they say. After that you can open up your entire site, and there are ways to do that.
Develop an internal linking strategy for maximum professional business development, execute it, and then let your visitors loose on the rest of your website. This is not about search engine spiders but in making sure people reach where you want them to reach before they disappear.
Advert/Google listing > Page A (fill in contact form) > Leads to Page B (regular home page) > Lots of links for visitor.
Page A can be full of great information with good on-page and off-page SEO for high listings. On it is a form to fill in. Once completed, the customer is sent to your regular home page. Simple to design but it enables you to develop your business by emailing the list you build, and your visitors still get to your home page. A good internal linking strategy for maximum professional business development at work.