Understanding your visitors

To successfully market your website you need to understand your visitors, have pages relevant to them and market based on search terms for each type.

You really have three categories of visitors.

• Contact – visitors coming to your website to get contact details or directions. These could well be existing customers looking to get in touch.
• Action – visitors that know what they want and are intent on purchasing. These could be people knowing they want to stay in your location and are looking for a specific property at a specific price.
• Information – visitors looking for information or researching. These could be people that have been told an area is nice to visit but are looking for ideas.

Once you understand the above three types of visitors to your website then you can plan your pages accordingly. Pages should not be combined but meet the specific needs of one of these types.

Once you know what pages you need then you can think about how the visitors will find these pages on the search engines. Here you need to look at your page and research the search engine keywords that visitors will enter and where you want to be in the returned search engine results.

When you have your site live then you need to constantly monitor using your analytics to understand where visitors come from, the search terms used and where they navigate to on your website. Based on this monitoring you need to fine tune, fine tune and fine tune.