Your Inner Website Pages Must Do What To Convert More Visitors?

I said last time that your website home page is largely irrelevant, did you agree? Did my point hit home? Let me know.

Your Inner Website Pages Must Do What To Convert More Visitors?

I also said that this time I would explain why OPPP was a very important acronym for you to understand if you want each of your inner pages to work for you. When I say work, I mean make you busier and attract more clients to your business.

Before I explain that, recently I have had a lot of my consultancy clients telling me that their websites have suddenly started producing a lot of good clients for them, and they don’t know why.

I know why.

These people have been making small but consistent changes to their websites over time to make them better. They have been following my advice and making changes like the ones I am sharing with you today to their websites.

These changes have reached, as Malcolm Gladwell would say, a Tipping Point.

Suddenly there is more good about their websites than there is bad.

Suddenly, a prospect understands exactly what they need to do at the end of each page and so is taking the advised action and making contact.

Then, because my clients provide a good service, those enquiries are turning into new business.

Simple.

So what is OPPP, which these clients have already applied to their websites?

The clue was above:

Suddenly, a prospect understands exactly what they need to do at the end of each page and so is taking the advised action and making contact.

OPPP stands for:

One Purpose Per Page

Every internal page on your website, that is each page discussing one of your services, has to have one primary piece of action that you want your visitor to take at the end of that page.

So often I see a page that tells the visitor to click here to read more, or download a free guide, or call the business owner, or open their front door and shout whoop di whoop, or some other bizarre action that is required of them, but not just one thing that they are supposed to do.

This is a huge mistake.

If you do not know what you want your visitor to do at the end of each and every page on your website, how on earth can you expect your website visitor to know what they are supposed to do?

You can’t, so they won’t know what to do which means only one thing, they hit the back button and go to your competitor’s website.

Make sure that every page of your website ends by telling the visitor EXACTLY what you want them to do right there and then.

By and large, this will be one of two things:

1. Get in touch with you right away; or
2. Download some more information by providing their name and email address to discover more.

Which of these will depend on the type of service that you provide, and it is crucial that you pick the right call to action.

Are you or are you making a mistake at the moment?

I will let you know when I am back next time; please make sure you look out for my email as this is a game changer if you are currently getting this wrong.

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