Multiple silos/products/landing pages. How to design the root page for conversion?
-
Hi everyone,
First post. Tried a few awkward searches on the topic but I must be using bad keywords.
I'm re-designing a site that has multiple products and matching multiple audiences. This means we have multiple sillos for multiple groups of keywords with the supporting pages for each silo landing page.
Currently I'm working on updating the look and text of those landing pages for each silo to increase conversion.
This leaves me with the root web page. We get quite a lot of search traffic from people searching our brand name - so this results in clicks straight through to our root domain. There are no product specific landing pages because it could be any one of the 3-5 different personas we have hitting the site from that source.
Does anyone have any good examples of where a site has had multiple products and needed to segregate their audience on a root top page? I'd like to see some examples and hear peoples thoughts.
At the moment I'm thinking I need to fill that page up with trust factors as to why people should use us as a company, along with navigational elements in relation to each and every product so they can click through to the proper landing page.
The main way I can see on executing that is to have a rotating banner with the same tag line "this is what we do" but be alternating between banners relating to each product.. with their own click through button to go to the respective landing page.
Thoughts anyone? Example of sites doing this well?
-
Thanks for your advice, will have to monitor it closely.
-
Whatever you would do, don't let someone looking for blue widgets only see stuff about your red widgets and bounce. Are they related products (like guitars vs. keyboards vs. drums) where the customer wouldn't be confused if they saw one or the other, or are they fairly different?
I would go big and visual and let visitors see each option at once. Sliders are nice looking, but only if they don't confuse the guest.
Be Really Obvious:
You could literally have silos on the front page with each category in a column format if you really need to hit people over the head with it.Use the Nav Wisely:
The purple nav on a site like http://www.zzounds.com/ is a good example of getting the keywords up front so they're not missed. (I have no connection to that site, I just search for musical instrument sites)Test, Test, Test:
Whatever you do, A/B test all of the versions you come up with so you're not operating on a hunch.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
How to best handle search landing pages - that don't exist
I have quite a bit of blog information that can be searched, which results in "pages" that don't actually live anywhere. These are scanned by Moz and appear as poor page quality for speed, etc. How do I get the service to either ignore all of these or is there a way to treat them as a real page with content? As there are quite a few generated over time, I'd like to be able to capture them somehow. Thanks.
On-Page Optimization | | amac70 -
Getting the Titles and Headings Right on Product Pages. Userbility vs SEO
Hey Mozzers, I am optimising a chaotic section of the site including many similar products. Writing unique content etc. The titles and urls were all over the place so my first job was to tidy them up so I could make some sense of the situation, especially as sometimes they didn't even match! I should point out were on Magento, so product name = Both the Heading and Title of the page, the meta title can be set separately. When i refer to title I mean both <title>and <h1></strong><br /><br />Before they existed as such<br />URL: domain.com/200-x-0-5-g-rs-232-balance.html<br />TItle: PC-1234 200 x 0.5g x 0.3 RS-232 Balance<br /><br />This format was (Product Code, Capacities, Resolutions, Accuracy, Product Title)<br /><br />The issue was all 60 products in a page followed this format. Navigating through the page was a nightmare and was just a jumble of numbers and highly confusing even to me who learnt what they all mean, especially when you had 8 products from the same range you got presented with<br /><br />APC-1234 200 x 0.5g x 0.3 RS-232 Balance<br />APC-1235 500 x 1g x 0.3 RS-232 Balance<br />APC-1236 1000 x 2g x 0.3 RS-232 Balance<br />APC-1238 5000 x 10g x 0.3 RS-232 Balance<br />APC-1239 10000 x 15g x 0.3 RS-232 Balance<br />APC-1210 20000 x 25g x 0.3 RS-232 Balance<br />APC-1211 50000 x 50g x 0.3 RS-232 Balance</p> <p>I changed them to something more user friendly.<br /><br />URL: domain.com/200g-precision-balance.html<br />Title: 200g Precision Balance<br /><br />This has seen the following benefits<br />- URL is now clear and means something to the user<br />- Product titles are easy to navigate and the page is more pleasing to the eye<br />- The jumble of numbers in the title are now all labelled and shown below each product listing in bullet point so the user can see the basic spec of a product without having to decipher any titles<br /><br />Upon reflection I has a couple of concerns I was hoping you could discuss, I am wondering if I have made the titles too simple.<br />1) I have no product code in the title<br />We have our own products manufactured and sell existing brands with their own product codes. Some of these can be lengthy. Adding them makes them hard to the eye and the page looked cramped.<br /><br />The codes are listed beneath each product title on category pages and on a list on the actual product page, but no where in the titles. <br /><br />2)None of our products have a brand listed in the title<br />None of the products on the site had brand names in anything but the images when i started and as such it snuck under my radar. But should i pre-fix all titles with a brand name?<br /><br />Should </p> <p>URL: domain.com/200g-precision-balance.html<br />Title: 200g Precision Balance</p> <p>become</p> <p>URL: domain.com/BRAND1-200g-precision-balance.html<br />Title: BRAND1 200g Precision Balance<br /><br />My instinct tells me to change things to include brands as its useful to the customer and should have an SEO benefit, but to leave out product codes as they are accessible to the customer where they are now and dont make things messy and unreadable.<br /><br />As always, thanks for the input!</p></title>
On-Page Optimization | | ATP0 -
Noindex child pages (whose content is included on parent pages)?
I'm sorry if there have been questions close to this before... I've using WordPress less like a blogging platform and more like a CMS for years now... For content management purposes we organize a lot of content around Parent/Child page (and custom-post-type) relationships; the Child pages are included as tabbed content on the Parent page. Should I be noindexing these child pages, since their content is already on the site, in full, on their Parent pages (ie. duplicate content)? Or does it not matter, since the crawlers may not go to all of the tabbed content? None of the pages have shown up in Moz's "High Priority Issues" as duplicate content but it still seems like I'm making the Parent pages suffer needlessly... Anything obvious I'm not taking into consideration? By the by, this is my first post here @ Moz, which I'm loving; this site and the forums are such a great resource! Anyways, thanks in advance!
On-Page Optimization | | rsigg0 -
Old landing page modifications - should I change the content?
One of our most popular landing page is starting to be a little bit out dated, should I keep the old content and update with newer text or is it safe to completely replace the old content with the new content without losing our organic traffic on this page?
On-Page Optimization | | rusted880 -
Product Has Many Fitments - Is it ok to create a page for each fitment?
Hello We are working on a site that sells motorcycle parts. The site sells some parts that fit several different motorbikes e.g. a motorcycle cover that fits many bikes. We know that when a customer searches they usually search for "BIKE MAKE & MODEL Cover" e.g. "Yamaha R1 Cover". It would be silly to simply list every bike the cover fits in one advert as the list would be far too long so my question is would it be acceptable to create a separate product page for each fitment e.g. "Yamaha R1 Cover", "Yamaha R6 Cover", "Kawasaki ZX9 Cover". I realize it is duplicate content and yes I suppose it will affect Google search results so would we be in line for a penalty? There could be hundreds of pages. We do not want the site to be removed from the index but we do feel that this is a sensible way of doing it as it would help the sites customers no end. Thanks
On-Page Optimization | | simplesimonseo0 -
My website is saying I have duplicate page content and page title. How do I fix it?
Hi, I created a website on webstarts.com. After I launched it then ran a scan through SEO it says I have duplicate page content and page title. The 2 pages it is reading are technically the same page. www.mobilemowermedicsinc.com and www.mobilemowermedicsinc.com/index . I am unsure how to get rid of on of these as it keeps saying this is an error in the SEO scan. Could someone please advise me of what to do from here. Thanks!
On-Page Optimization | | bcarp880 -
Do anchor links pointing to bottom/top of page count as link?
As the title says: Do anchor links pointing to bottom/top of page count as link? This page: http://www.betxpert.com/forum/bookmakere/vis/ladbrokes-kommentar I has over 300 links, but I don't see that many links. Is it the "#15" and the top/bottom of page anchors that count? Is this harmful in terms of link juice? -Rasmus
On-Page Optimization | | rasmusbang0 -
Login Page Redirection
Hello, I have certain pages on my site which are login only. Am wondering if a user reaches that page, should I send him to a 301 redirect to a new login page? or some other form of redirection? Any suggestions on how to best tackle this situation? Update If I redirect to a login.php page, then what kind of redirection should I use? Thank you for your time, Anant
On-Page Optimization | | anantgarg0