When you send people to the home page of your website, you’re asking them to decide where to click. You’ll have better results when you direct traffic to pages that lead to action.
Note: I’m using the term “website,” but this advice can be applied with equal vigor to permalinks on your blogs.
1. Create the 1-Stop Content Pages (a.k.a. Landing Pages)
If you want people to see a new body of work, group all of the new work together on one page.
If you’re asking people to sign up for a workshop, gather the Who, What, Where, When, Why, and How for the workshop on a single page.
If you are inviting people to an art opening, create a special event page that shows people the art that will be on view. The same page will include all of the event details so that people can scan to see if it fits into their schedules.
2. Give the Pages Good URLs
As we’ve found out by using Twitter, shorter URLs are good, but so are URLs that are meaningful. For example, using http://artbizcoach.com/web-makeover for my upcoming teleseminar is much better than a random URL like http://artbizcoach.com/page398.html.
If you have the power to control your URLs, use it!
3. Use the 1-Stop URLs
Rather than listing your home page in your signature block, why not mention a link to your newest work? “Hot from the studio” is a lot more enticing than “website”!
When you send out an email or a postcard promoting a workshop or exhibit, use the direct link to the event. Don’t ask people to try to find the link for themselves.
Direct people to specific content on your website by grouping relevant events together on landing pages, creating meaningful URLs, and sharing the shortest paths to the information.
I'd love to read about and see your examples of this in motion. Leave a comment!