Let’s say I invited you to my home.
But instead of giving you my exact address, I just told you I lived in Brooklyn.
Would you still be able to find me? Perhaps. But it’d be a hell of lot easier if I gave you the direct address wouldn’t it?
One of the biggest mistakes I still see people make online has to do with the use of links.
For some reason far too many people still use their main website url as the link for EVERYTHING. Even when there’s a very specific webpage they want people to see.
Instead of giving me a direct address to that page they send me to Brooklyn hoping that I find my own way the right location.
Why is this a problem? Allow me to explain.
The problem with indirect links
The problem with an indirect link is that it adds another step to the process. And with each additional step you increase the risk of losing that person altogether. There’s no excuse for this behavior especially when it’s so simple to provide a direct link.
Let’s look at an example
If I wanted to send you to my beginner’s guide to social media, which would guarantee you get there:
In the first example, you get directed to my homepage: http://DaveCharest.com. Now what? Well, I’ve dropped you off to find your own way. You actually have to search for the guide. What makes it worse is there’s nothing on the page that mentions the guide. You actually have to go the the “Store” page, then find the link to the guide. Hmm… That’s not very smaht. 😉
In the second example, you go directly to the page for the guide:Â https://davecharest.com/social-media-guide-indie-artists. Well, that ‘s a lot simpler isn’t it? And I’ve guaranteed if you click the link you go to the exact location I’d like you to go. It’s also the place you’re expecting to go. Yay!
What if you don’t have a direct page to send people to?
That’s another issue entirely and you really want to think about creating single pages for different things. For example, if you have a show send me to the page about that particular show. Don’t send me to your complete season line up.
Online it’s important to think in a singular fashion. If you want me to read a blog post, send me to that blog post. If you want me to find out more about a project , send me to the project.
Say no to indirect links
When you’re using links online there’s no excuse for not directing me the right location. Be specific whenever you can and provide a link to the exact page you want me to visit. Then you just may find more people end up where you want them to go instead of wandering aimlessly around Brooklyn!
Do you still find people send you to their homepage rather than the specific page they want you to visit? Tell me in the comments.
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Great tip, Dave! I have to admit, I’m guilty of this. Mostly, though, when I directing readers to the newest post at my site, since I figure it’s the first post one would see anyway. But you are right, especially when there’s any digging that a reader may need to do to get to critical details. For anyone concerned about lengthy urls (some of them containing the title, subtitle and date of the post), I find using tinyurl.com and similar tools really helps when posting. Cheers, Dave.
Hey Anthem,
You are right indeed about using link shorteners, which are great when tweeting or leaving the link naked (not attached to anchor text).
Something to think about re: directing people to your homepage for new posts is that those tweets live on after your homepage has updated so you say “Check out my post about oranges” and they get there to find grapes, that creates a disconnect which is another issue that diminishes trust.
Just something to think about.
Thanks for the comment!
Yes, quite true! I have to remember that everything I post lives FOREVER on the internet. Thanks for the input.
Spot one here Dave. It always amazes me when I have to wander around someones site looking for what was in their tweet.
It is so easy just to give the direct link and get me there – and KEEP me there.
Usually if I have to look around – I leave.
So what you’re saying is if I arrive in Brooklyn and start shouting your name I may or may not be successful? That I may just give up and go for coffee without finding you even though I really wanted to? 🙂
Great post Dave! This is definitely something that many, many people need to start doing better.
I would pay to see you yelling my name in the middle of Brooklyn, DL. 😉