When looking at your online marketing, it is important to ensure you understand who your target audience is. You may then split this audience up again in to those that may be interested in a specific service or product you have to offer.

So how do you ensure that your website is attracting these sorts of visitors and that they are clicking on the appropriate links to find the information they require once on your site?

Firstly you may want to install some software to see what people are doing when they land on your site. You can look at heatmaps which will show you the areas that are most interacted with on a page or recordings which will allow you to follow a person through your site seeing what they do at each stage. You can also use Analytics data to assess your bounce rates and the pages that people are leaving on.

If you work with a web design / marketing agency, then you need to ensure that they know who your target audience is get their ideas on how to direct your clients to the relevant pages of your site. If your website has broken links or too much irrelevant information potential clients will become frustrated and look elsewhere.