Tag Archives: hyperlink

The reason you’re not getting click-throughs: Improve your listing – Part 8

bridal directory listingA wedding directory hyperlink to your website may receive a click-through, if:

  • You’ve bought a listing.
  • You’ve composed and organized its copy and images well.
  • The link is addressed correctly.
  • You have a website.
  • You created a link to the website, in your listing.

As I put directory listings under-the-microscope, to fine tune them, sometimes I have to scratch my head. In this case, I had to back to the Bridal Spectacular rate card, feeling sure I missed something.

You see, I came across some listings that did not have a link to their company website. Could it be that the company didn’t have a website? Or was their a listing option that didn’t include a link.

The least expensive option is the LINK ONLY choice, which includes:

Your company name, phone number, and web link 

I went back to listings and found a significant number of businesses without a link. I copied and pasted their business name into Google, and ran a search. Sure enough, with each search, I found a result for that business. I stopped after about six tries (all found a website).

Don’t expect the bride to do what I did

She will bypass your listing and click on a competitor’s listing-link.

All advertisers have the access to modify their listings. This isn’t your listing, is it? If you haven’t checked it already, maybe now is the time.

Andy Ebon

Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Blog

Link: Rhymes with ‘Don’t make the bride think.” – Your listing – Part 2

Links

Update your link!

Directory links are the rapid path to an inquiry for your business. Or at least they should be.

The ‘code’ for the link to your site ‘hides’ behind the name of your business, aptly underlined to indicate that it is an ‘active hyperlink.’

Most businesses that advertise on BridalSpectacular.com and other wedding website directories provide products and services for events, other weddings.

It’s commonplace to set the directory link to point to the welcome page of your website. That would not be the best linkage.

There are two superior options:

  1. Link, directly, to the wedding section of your website. Don’t ask the bride to make even one choice on the welcome page of your website. Take her, directly to Weddings on your side.
  2. Create a Landing Page, specifically, as a gateway-welcome page from your directory listing. If you are running 5, 10, or more listings for separate online ads, duplicate the Landing Page and customize that page for each source ad. Customizing the welcome to the particular source (BridalSpectacular.com, Facebook, etc.,) is a way of personalizing the connection between bride (prospective customer) and you.

Taking the anonymity and the indirect path to your wedding information show you as more thoughtful and precise than many competitors.

Don’t believe me? Go to any directory category on any website, and click on a dozen company links. I’ll bet you find that all but a couple of them haven’t made that incremental improvement.

It only takes a couple of minutes to update the link. Take the time.

Andy Ebon

Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Blog