Match user groups with the right pages

One of the basic mistakes businesses make in both SEO and pay-per-click is to direct clicks to their site’s home page. Your home page is not the best landing page for all users. The inbound links you manage to generate as part of your SEO campaign will have quite specific user groups. When you have gone to the trouble of sourcing an inbound link, it’s not that much more effort to pick a page that addresses that specific group’s needs.

Matching user groups to landing pages sometimes means putting your high-sell pages further back. A user who enters your site from an informational blog and lands on a page advising them to ‘buy, buy, buy!’ is likely to feel spammed. It’s often better to try to draw the user in, developing a relationship and accepting the risk that a marketing message might not get through.