Many people view their web site essentially as a house with only one door—their home page.

In reality, any page on your web site can be the best “landing page” for a potential prospect visiting your site. The best page reveals your knowledge of prospects as they reach your site.

When implemented properly, web sites can be a great direct marketing engine. Successful direct marketing occurs when the prospect feels you are talking directly to them. In reality, each prospect is really part of an aggregate group that shares similar needs and pain points.

Prospects need to feel marketers and sellers understand their world.

For prospects entering via the homepage, ClearGauge develops web sites that continuously provide relevant information to prospects as they drill deeper into the content. Whenever prospects click on a site link, they “self-select” what they want in a logical order. This process is similar to a funnel—the prospect begins at its broadest point (the home page), and successively moves down toward the narrower parts (the interior pages).

ClearGauge builds tracking points that reveal and leverage prospect segment knowledge. This knowledge is used to land a prospect directly on the interior page that creates maximum relevance, and helps reduce the prospect’s total time before purchase.

These criteria can be:

• More refined or granular keywords & phrases
• Strong demographic propensities of a media venue (job title, job function, demographic segment)
• Behavioral observations
• Geographical location, if detectable

By aligning prospect segment characteristics to each activity, the ClearGauge system creates an instant form of initial qualification. Such granular segmentation increases relevancy, resulting in a better response rate.

Broad-based, general value propositions can actually devalue the segment-specific page strategies. In contrast, ClearGauge enhances the effectiveness of segment-specific pages. We create messages that communicate how your company directly solves specific target segment needs or pain points.

Let ClearGauge be your Web site Consultant. Contact us today.