Most businesses and non-profit organizations have a web site by now. Good thing since more and more people are searching online for services instead of using the phone book.
There’s a lot of advice about how your website should look. It’s important to pause to realize …
It's the experience that counts the most!
Just like in the bricks-and-mortar world, people value the experience.
I've had two bad user experiences recently. The first one has to do with a local not-for-profit organization for which I volunteer. I produce the audio for the radio and television commercials that promote the event. The commercials mention a web address to get more information. However, that address takes you to the organization's national website. I spent ten minutes trying to find the page with information about our local event.
If memory serves, Mary-Lynn, you told me that you saw a link, “Find your local event.” But it directed you to sign up or log in to get more information.
Right! It’s crazy. I shouldn't have to sign up to simply get information. Regardless, I finally recovered my user name and password. Then I logged in, but I still haven't found the local page. I ran out of time and will have to go back.
People who aren’t as invested as you probably wouldn’t put that much effort into finding the local information. Worse yet, they may never go back to the site.
Tip #1: Create a landing page specific for what you are promoting.
Make it easy for people to find the information they want. For example, our local branch could have a page that ends with the name of our city. They could set up an address like this: nameoforganization.com/champaign.
That's a landing page. It’s the address you want to promote to people in your area for information about your local organization – especially when you’re using local TV, radio, or the newspaper.
Here's another example for a business: If you are promoting a deal, use a web address like one of these:
Create your landing page in advance. It can reiterate the most important points of your advertisement and provide more information. Also provide links to your home page and any other pages that people interested in this promotion might find useful.
Integrating your offline marketing with online marketing makes all your marketing more productive. It’s a time-tested strategy. If visitors to your site get the information they want quickly, they’ll be more likely to take the time to visit other areas of your site.
The second bad experience occurred when I read an article online about a local tech series that is free and open to the public. The article was on our local newspaper's website. It gave details on the upcoming session and offered a link to the organization's website to get more information on all of the sessions in the series.
So you went to the website to find out more information, and I remember hearing a … how should I describe it … a frustrated sigh coming from you.
That’s a good way to say it. I was frustrated because I couldn't find anything about the series. I clicked on several page links, including their events link. Nothing. I used their search tool to search for the name of the event. Still nothing. Finally I went to their calendar and typed in the exact date. The first session in the series came up. It contained the same information that was in the article. Nothing further about the entire series. I was planning to put all of the dates on my calendar. I guess I’ll have to call them.
Tip #2: Make it easy to find the information you promote.
If you want people to know about your events, make it easy to get that information. Especially if your event is getting press!
Create a page like we suggested above. If you prefer to link people to your home page, create a link and highlight it so people can find it quickly and easily. For example, in the case we mentioned above, you could highlight it this way:
"Tech series starting in August"
Make it very visible on your site. When people click on that link, it will take them to the page you've created with all the information about that event.
Your site is an excellent tool to compliment your other marketing efforts. But if you don't make it easy for people to find what you’re promoting, they won't participate in your sale or event.
Prepare your web site for visitors before you advertise or send out a press release. That will help make your campaign a bigg success!
Do you have any tips from your bad user experiences? Or maybe a good experience combining your web site with traditional media? Share that with us by leaving a comment below, calling us at 877.988.BIGG(2444) or e-mailing us at firstname.lastname@example.org.
Thanks so much for reading our post today. Please join us next time when we’ll discuss artificial dissemination. Yes, you read that right! Until then, here’s to your bigg success!
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(Image in today's post by woodsy)