Along with great and well thought of web design and Search Engine Optimization, the key to transforming your website's success lies in the concept of multiplicity.
What is multiplicity, you ask? Well imagine this. You go to a meeting, and during the course of the meeting; you meet ten different people who, you eventually discover, could benefit from the products and services your company offers. How many conversations can you have with those people? Ten! It would be crazy to give each person the same sales pitch before you have even begun to understand their problems and what their needs are. Some of the people you talk to may know exactly what they want while others may only have a problem with no idea how to solve it best. Others may have heard of your business before. Some may not even know that your industry exists.
That is how most web sites are doing business today. You have a singular home page, a page of each product or service, usually a page of Frequently Asked Questions (FAQs). All are woolly and generic, all telling the same story over and over. There's nothing wrong with these types of websites intrinsically, just that they assume that every single person who has a need needs it for the same reasons. They give one bundle of information to one type on an inquirer. If that is all you have on your website, then all you will get is one type of inquirer.
In the new approach to web design, instead of relying on one landing page and a series of generic pages, we will then create a range of specialized landing pages, each one designed to specific types of visitors with their own specific needs. Each page is an entry point into a different conversation. Each landing page is also a different type of internet media, be it a newsletter, a forum, a blog post, or the web page. The only difference is, you'll be publishing more, and you can have more conversations with different people, leading to an ever-expanding network of content that continually reaches both wider and deeper to find new customers.
The key to multiplicity is to arrange these conversations into a logical order, so you can lead each different type of visitor to a unique selling proposition. And because people arrive at pages that match closely what they need, they will be more engaged, have a high level of trust, and will feel more optimistic about the path you have provided for them. If you want advice or want to learn by yourself how to play the piano, would you be more interested in going to a page that says, "Music teacher" or one that say, "Learn how to play the piano!"?
Do not be put off by multiplicity. You will still have your website intact, but you will only be publishing more. Fortunately, nowadays publishing on the web is very, very cheap, sometimes even free! So take advantage of multiplicity now, and expand your business to new heights!
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