Give Directions to Your Home, Not Your Town

If your marketing includes a call to action for a specific piece of content on your site, it is vital that a person be able to find it when responding to your a...

Give_Directions_to_Your_Home_Not_Your_TownMany companies in the federal space have very sophisticated and robust websites. And most companies include their website in their marketing and advertising. This usually leads to a frustrated potential customer. If your federal marketing includes a reference or a call to action involving a specific piece of content on your website, it is vital that a person be able to easily find it when responding to your advertising. Often the easiest “address” to provide potential customers is your home page, but not being taken directly to the content/feature you are promoting in your advertising can have an effect far worse than a lost opportunity. Not only will your potential customer not be able to find what they want, but he or she will also become frustrated. Lose-lose. 

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