One of the most challenging aspects of web design planning is choosing your primary call to action. If you sell more than one type of product, you find yourself having to choose a favorite product. After you determine the primary product and the main target to drive your sales to, you still need to make sure not to ignore your other offers.
1. Design Clear Menu Tabs
If you bury your #2 selling product deep down in your website with the only accessible link being in a paragraph on your homepage, your customer will have a hard time finding it. It’s a good idea to have a consistent link to that product or its category on your navigation menu, so your visitor can easily locate it from any interior page on the website. Keep in mind that people might also reach your website through a specific page that was indexed on Google, and not necessarily the home page.
2. Create an Audience Page
Think about the type of customer who will buy your secondary product. What size business are they? What industry? What kind of features attract them? Create a section on your website devoted to them and that speaks their language. You can include helpful tips, highlights about features that will best help their business, and in several places make sure you are linking directly to the product’s purchase page.
3. Mention It On Sidebars
On another page that describes your primary product, think about including a side note that asks the visitor “Is this a better solution for you?” and suggests your alternative product. This is probably best suited for a right sidebar or a subsidiary area that does not take too much attention from your biggest selling item, but it will get the attention of that certain customer who feels like the page he is on is not fitting his needs. Include a good visual (like a photo of that “certain type of customer”) so it catches their eye when appropriate.
4. Blog About It
Think again about that certain customer who should buy your “other product”. Write about something that is important to them – maybe it’s an issue they struggle with in their business. Describe how this particular product can solve that problem for their business, and include links to the product’s dedicated web page.
You can practice this on your own website’s blog (hosted within your main website) or as a contributing writer for an outside website. Either would be beneficial and create exposure for that product.
5. Create Landing Pages
In good SEO, you really do have to hone in on certain keywords so you don’t spread yourself too thin and get little to no results. The more concentrated (and strategic) your keyword efforts, the better the rankings for those phrases will do in time. With this in mind, you can’t choose one priority product for your website content and then suddenly change all of it to talk about the other product without losing some of those SEO results. So, a good way to promote certain less-priority keywords (less-priority products) is to create specialized landing pages on your website that target that market.
This really goes hand in hand with the “audience page” suggestion, but you can go even further by creating entire resource areas and multiple pages that describe every feature, every concern, every facet of that product, and its value. If you are also doing a pay-per-click campaign as a supplement to your SEO efforts, you can target some of those ad campaigns toward these specific pages to take the prospect to the exact right information.
