Your Home Page is Not the Place for Potential Web Customers

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Research shows internet searchers looking for specifics.

You’ve bid for high placement on the top search engines and potential customers are about to give your ad listing a click. Where will they “land” when they click your link? According to research, sending these search engine users directly to a general home page is a good way to lose business.

“More than almost any type of customer,” says Internet marketing trainer Catherine Seda, “those who find you through a web search are looking for something specific. If you make customers hunt around on your home page for topics or headings relevant to their initial search, they’ll probably go elsewhere.”

In her new book, Search Engine Advertising, Buying Your Way to the Top to Increase Sales (New Riders Publishing 2004), Seda recommends building “landing pages” customized for the keywords searchers used to find advertisers’ sites. “If shoppers type in ‘calla lily’ in their search to find you,” Seda says, “you should make ‘calla lily’ prominent on your landing page.

Because you selected the keyword and wrote the ad listing, you know what visitors want. Design your landing page to show them the merchandise and lead them to the checkout line.”

Seda also advises that Internet retailers follow through on any promises or offers that may have been seen by the online shopper. “For example,” Seda writes, “if you own a flower shop that claims to deliver fresh flowers direct from the grower, then shoppers need to see this benefit featured on the landing page, so they know that it exists. You begin to establish trust with your marketing campaign, from the ad to your landing page.”

Catherine Seda is teaching a groundbreaking search engine seminar series in U.S. several cities this Fall. For more information, visit:


Catherine Seda


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