Linking Strategy

Assuming a website with three levels of navigation has three major types of pages:

  • Home Page- Directing people to aTargeted Langing Pagerelated to what they are looking for
  • Targeted Landing Page- Sales letter connecting customer pains with your solutions.Targeted Landing Pageinclude sprinkled links to the OfferPage.
  • Wiki Pages- Knowledge base supporting pages for all the foot notes inTargeted Landing Pagesthat demonstrate that you are the expert you say you are. Information on these pages should link towardsTargeted Landing PagesandOffer Pagesand should be valid for a long period of time (like Wikipedia).
  • Blog Posts- Blog posts are how we broadcast changes to the website content or offer. These pages highlight changes and are intended to be used in conjunction with the Newsletter system and SocialMedia, and becoming relevant in long tail searches.
  • Offer Page- Final Offer Page with checkout option.
  • Referral - Sale isn't complete if the customer will not give you a referral.

Each level has less and less navigation choice available. TheHome Pagetries to quickly get you close to the correct content, aTargeted Landing Pagemight not include Top navigation with the navigation at the bottom (so the user must see the whole offer), and anOffer Pagemight only include bread crumbs. This structure ensure that pagesPage Rankpoints on the site are pushed towards the pages we want the user to land on.

Part of the reason it is broken down into these steps is so we can easily monitor the drop off rate of each step, and make changes using A/B split testing to optimize the offer and messaging over time.

# Are social media messages drawing people into our sphere of influence? # Are potential customers finding our knowledge base? # Are they moving on to TargetedLandingPages? Which ones? # Are we understanding the customers problems on the TargetedLandingPages? # Do they want to know how much to fix all their problems? # Are they willing to pay the price we are asking? # Do we service them well enough they will give us a referral?

End to End Marketing Process

I wish I was on Page 2 of Google

The Spartan Spark Process

After being frustrated with other service providers. Spartan Spark got our website up and linked to a payment system over just a weekend. -Patricia Marin - Calgary Family Services

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