Most website owners struggle with the issue of getting their most valuable pages and content in front of their visitors. At the same time, many of these website owners are neglecting a few areas where they could easily add more information or links to specific, targeted pages.
Here are 5 places many website owners can improve:
1 – 404 Error Pages
If another website links to one of your pages but makes a typo in the link, what does the visitor see? If your site contains a broken link, what does the visitor see? The answer to both of these questions is that the visitor sees an unfriendly, default error page that tells the visitor “what you are looking for cannot be found.” It is possible to provide visitors with a more useful and professional-looking page that can help them find what they are seeking.
By creating a custom 404 error page your visitors will not see the generic error page that shows up everywhere when a site can’t be found. To create a quality custom error page, see information provided by your web host, or ask them how you can create a custom 404 error page. (WordPress users should see the Marketing Technology Blog for a possible solution).
Use your website’s template, or at least the basic design, colors, and images so the visitors know they are still on your site. You can include a standard message, something like “We’re sorry, but the page you are looking for has been moved or does not exist.”
The key though to the custom error page is not just the appearance, but rather the ability to help the visitor find what he or she is trying to find. If possible, include a search box on the page. With the search function the user may be able to find the specific page very quickly. The error page should also include links to your homepage and sitemap as they may also be helpful to a visitor that is lost.
Even with all of the items we’ve just mentioned, your custom 404 error page will have a lot of unused space. This is an opportunity to promote the pages on your site that are the most important to you. Provide links and invite visitors to go to your sales pages, email list or RSS signup pages, etc. With this method you may be able to get some value out of error pages.
2 – Thank You Pages
Most websites have a form that allows visitors to send their questions or feedback. After the form has been filled out and the user clicks on the button to send the form, the thank you page will be loaded. Most thank you pages have a simple message like, “Thank you for contacting us. We will respond to you as soon as possible.”
Much like the 404 error pages, thank you pages typically leave a lot of unused space. Take the same approach mentioned above providing links to your most valuable pages.
When you are working on enhancing your thank you pages, keep in mind that the visitors are on this page because they have already contacted you. They have taken the time and effort to complete the form and they have some reason for contacting you. In most cases this means that they’ll be a warm prospect. You will typically have better results asking them to take some further action (like buying a product or signing up for your mailing list) than you will with visitors on your error pages.
3 – Signature File on Emails
Some of you already use signature files, but many do not. Just about every email program allows you to set up a signature file, which is a few standard lines of text that will go at the end of each of your emails.
Typically a signature file may include your name, position, and business name. If your website isn’t already included in your signature file make sure you add it. Also, remember that you can add links to other pages besides just your homepage.
4 – Automated Response to Your Contact Form
Sometimes when visitors fill out a contact form on a website it is several days before they get a response. By setting up an automated email response you can let them know that they will be contacted shortly, and you can also include links to pages on your site that might be useful to them in the meantime. The automated email is just one more opportunity to keep your name in front of your visitor and one more opportunity to encourage a repeat visit to your website.
5 – The Bottom of Your RSS Feed
If you are using WordPress the PostPost plugin is a must-have. With PostPost you can add content to your RSS feed that you do not want to appear on your blog. Your RSS subscribers and email subscribers will be able to see special messages or offers that you don’t want your website visitors to see. You can use PostPost to monetize your feed by placing advertisements at the end of the feed (or at the beginning).
Another possibility with PostPost is to add a link to a special bonus or giveaway that you only want your subscribers to be able to access. Special subscriber bonuses like this are a proven way to grow your subscriber base.
Try adding to these areas of your website if you haven’t already. They’re small changes, but they have big potential to help your visitors and encourage them to come back to your site.
This was a guest post by Steven Snell at Vandelaydesign.com.
I decided to go easy on my readers today, since it’s Friday and it’s the 13th (I know some readers do believe in that), so this is going to be a comments post.
I have been given the Blogging Community Involvement Award by my friend 
