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For example, Babyfuzzkin would say this:
• To achieve more
clothing sales
, I need
parents of infants
to
buy my products
on
the
Clothes for Under $20 page
.
• To achieve more
clothing sales
, I need
grandparents and friends of parents
to
buy my products
on the
Gift Sets page
.
• To achieve
brick-and-mortar contracts
, I need
buyers working for retailers
to
make an inquiry
using the
Contact Us page
.
And ElderPets might say this:
• To achieve
more online donations
, I need
pet lovers with surplus income
to
make a donation
on the
Donate Now page
.
• To achieve
a higher number of volunteers
, I need
homemakers and retirees
to
contact us
using the
Become a Volunteer page
.
• To achieve a
higher number of volunteers
, I need
high school students
to
contact
us
using the
Students Volunteer Program
page.
• To achieve
being found by those in need
, I need
caretakers of elderly and infirm
pet owners
to
visit
the
Our Mission page.
Which Pages Do I Most Want My Website Visitors to See?
Now it’s time to start thinking about the top-priority pages for your SEO campaign.
These are the pages you’ll optimize when you get to your daily tasks in Part III. These
are the pages that you most want people to get to from the search engines, and for best
results, they should contain the most compelling content and the most useful informa-
tion. Since your visitors “land” on these pages from the search engines, we call them
landing
pages (you might also hear them called
entry
pages). The main functions of
your landing pages are that they speak to your desired audience and contain a call to
action for your desired conversion. Figure 1.1 illustrates possible paths through your
website from entry to conversion.
Often, your landing page and your conversion page will be the same, as is the case
with Babyfuzzkin’s Gift Sets page. This is a great situation because your site visitor doesn’t
have to navigate within your site to complete a conversion. Other times your conversion
page will not be an appropriate entry page because your visitor will need to review other
information first and then make the decision to continue. After all, the Web is a highly
nonlinear space, and your visitors are free to ramble around your site in all sorts of ways.
Now:
Go back to the “Conversions” table on your Goals Worksheet and fill out your conversions under the
appropriate column.
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