[Marketing In Two Minutes Or Less]: Your Online Front Door – Clear Path and Easy Navigation – Element #13 of 16

There are 16 elements the front page of your website must have in place. In this weekly edition, I share what element #13 is.

Marketing in 2 Minutes or Less: Your Online Front Door – Clear Path – Element #13 of 16

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Here’s the transcript:

Your online front door and the 16 elements you must have in place. Element number 13. Today, we’ll cover element number 13, which is having a clear path. When someone visits your home page, they want to make sure that they can get the information that they’re looking for, but your business may serve different audiences, while also providing many different types of products and services. So by providing a clear path of action, the person, whatever audience they’re in, can easily find the exact product or service that they’re looking for. Let me share with you how you can incorporate this element into your homepage.

I’m always saying, “Don’t be everything to everybody. Be something for someone.” How do you do that if you serve different audiences? Maybe you serve different types of customers. Maybe you offer different solutions based on the size of the company. Maybe you serve different industries.

Small Biz Stacey will share with you three examples of companies that serve multiple audiences, yet provide a clear path for them so that they can have a great user experience.

First is Square. Front and center on the homepage, you can select, by revenue and/or by industry, which category that you best fall into, and then based on that, you’ll get targeted solutions. Even the images change. And that is a much better way to help a user coming to your site, versus making them scroll through a ton of information that isn’t relevant to them to find what they may be looking for. I really like how they simplify their solutions.

Next is RedPoint. Rather than have users define themselves on the home page, they focus on providing a clear path based on the business problems that the user may be having. Under Solutions, they start with broad solutions on the left, but then get into more specific challenges that someone may have here in the middle, and they also allow the ability to hone in by industry on the right. Now, you can see that they do a lot of things for a lot of different industries, but honing their information this way makes it easy for someone visiting the site for the first time to get both the big picture, yet winnow down deeper based on the challenges and/or the industry (solve their problems).

Next, there’s Harvard University’s Graduate School of Arts and Sciences. They serve multiple audiences, so how do they make it easy to find what the user may be looking for? They have a pull-down box here on the right, on the top header, so that the user can pick which category best suits them to get the targeted information they need. All three of these sites do a great job of providing a clear path for the user right on the homepage. By doing so, their visitors are going to be much more likely to find what they’re looking for, and ultimately providing a great user experience.

Providing a clear path helps your user know that they’re in the right place and will get the information that they’re looking for. Make sure you incorporate this element into your homepage.

You can download the list of the 16 elements by going to smallbizmarketingspecialist.com/episode27.

This is “Small Business Stacey”, your Small Biz Marketing Specialist here to help your business grow to seven figures and more by helping you become a #SmallBizMarketingWiz

About Stacey Riska

Stacey Riska, aka “Small Business Stacey” is a serial entrepreneur who is passionate about saving small business and rebuilding Main Street. She helps small and local business owners become a #SmallBizMarketingWiz by teaching them marketing strategies that get MORE: MORE leads, MORE customers/clients, MORE sales, and MORE money. Stacey is the founder of Small Biz Marketing Specialist, THE go-to place for marketing tips, techniques and strategies that get results. Stacey is also the creator of the Daily Deals for Massive Profits Training Program, an online video training program that teaches small and local business owners how to use daily deal sites like Groupon to skyrocket their business growth and get massive profits. In this program she teaches from experience, as it was the key strategy that transformed her coffee and smoothie business from being $500K in debt to a 7-figure profitable business. When not saving the small business world, she enjoys sipping red wine, eating chocolate (who doesn’t!) and spending time with her amazing husband.