Viewpoint Of Your Visitors

The biggest mistake I see made by site owners who provide one service or product, is that they try to give their website one single focus, instead of looking at each page individually, each with a potentially different target audience.

If you look at your website from only one aspect, you are likely to ignore the vast majority of your potential target audience. When this happens, you become one very small needle in a very large haystack, severely limiting your opportunity for success.

Imagine for a moment that I own vacation rental homes on a specific lake in New Hampshire that I want to promote on the internet.

If the entire focus of my site centers around only that specific lake or area, I lose out on all those visitors who have no idea what the name of that lake or area is. You have to step outside the box and think from the viewpoint of your visitors.

Maybe they only know they are considering spending their summer vacation in New Hampshire and would really like to have a lake nearby. They might not have a specific area of New Hampshire in mind.

Perhaps they only know that they want to find a winter vacation spot in New Hampshire. These same visitors might not have even yet considered the option of renting a home. They only know they heard that New Hampshire is a great place to vacation in the winter.

You absolutely, positively, without a doubt have to step outside the box and look at things from the viewpoint of your potential target audience. What are THEY looking for when they search for topics involving spending their vacation in New Hampshire?

This is not something you should be guessing at, or you will end up in a hit or miss situation. Use keyword tools that will give you a list of phrases that people are actually searching for.

– Winter Vacation New Hampshire

– New Hampshire Kid Vacation

– Family Vacation in New Hampshire

– New Hampshire Lake Vacation

– New Hampshire Summer Vacation

– New Hampshire Golf Vacation

– New Hampshire Vacation Home

– New Hampshire Vacation Guide

You will need multiple pages on your site, each focusing on just one of your chosen phrases. Done correctly, these pages will all fit together like pieces of a jigsaw puzzle.

For example, your homepage which is generally a basic overview of your site, may have a sentence or blurb blended into the page about how beautiful the area is for winter vacations. You would of course link this to the page you created for winter vacations in New Hampshire.

Maybe as an added benefit for your visitors you have invested the time into creating a unique vacation guide for New Hampshire. Again, you would likely mention this on the homepage (or other pages of your site) which would link to the vacation guide page, and maybe even a download version of the vacation guide.

Every page you create must provide your visitors with unique quality content specific to the theme of that page.

On the flip side of the coin, do not create pages to use phrases that are not a perfect fit for your business. In our example above for instance, if the vacation rentals you are promoting do not openly welcome and cater to children, do not create a page focused on a family or kid oriented vacation.

The ultimate goal is not just to drive massive visitors to your website, but rather to increase targeted website traffic.

Does this all mean that you should neglect the name of the specific lake or area where your vacation rental homes are located?

Absolutely not!

In fact that will probably be the focus of your homepage, but it should not be the only focus of your website as a whole.

When you take the time to develop your website from the viewpoint of your visitors, you are already well on your way to success.


J. Cricket Walker

Small Business Marketing Consultant and SEO Training Specialist
Copyright © 2007 J. Walker of GNC Web Creations All Rights Reserved