Last night, an author was reported by an end-user for boring him to death. When I went to review the article, I found an excellent article laced with great advice… so I proceeded to review the resource box. This Platinum author had one link in his resource box and it was a deep link to the same article on his website. When you click on it to visit his website, he trapped the user by not giving them any easy way to navigate away from the page unless they clicked on an ad. This is wrong for too many reasons… and let’s start with the first big mistake:
1) The RESOURCE BOX is suppose to contain a RESOURCE for the reader to find out more information about you and what you, the expert, have to offer them, the BUYER or READER of your information.
2) Sending them to the same article as to what they just read offers them no solution or value.
3) Worse, trapping the highly qualified visitor so they can’t navigate away from the landing page is a guaranteed strategy to cause revolt, confusion and a complete lack of future trust or respect from your readership.
4) If you’re going to send your reader deep within your site (or on the landing page for that matter), have something there of VALUE waiting for them, such as a free report, an email list they can join, a free multipart e-course they can sign up for, more of your expertise they can read to get to know you better, etc.
Today’s lesson is to evaluate your LANDING PAGE…the URL where you are funneling your readers…so that you have some nice warm bread, cookies and a soda waiting for them when they visit.
What’s on your landing page?