SEO is all well and good, but all that does is get someone to your site that first time.
When a visitor comes to your website for the first time, they need to find something that’s sufficiently engaging for them to bother to read what’s there. However, what’s just as important (and maybe even more important) is giving your visitors a reason to come back.
Because if the first-time visitors to your website don’t come back again, then you need to have some sort of plan where you achieve a constant flow of first-time visitors.
The problem with people who visit your website for the first time is that, depending on your business, it’s unlikely that you’ll get much from them. First-timers rarely sign-up for your newsletter, or contact you for more information, because they don’t know you. You haven’t had the chance thus far to win over their confidence, trust or respect.
Generally-speaking, customers become customers because they have been back to your site many times before they ever decided to buy anything from you. They know your site, the layout, where the interesting (and not-so-interesting) content is. They have spent time digesting the content, and grew to trust your business value communication before they were happy to give you their contact details or credit-card number.
Unless you’re in a commoditized industry, you need to get your visitors to keep coming back. And while I’ll be the first to admit that there are many exceptions to this rule, I’m betting that your business – and your industry – isn’t one of them.
What do you have that’ll keep them coming back for more?