March 28, 2023

Passengers… Prepare For Landing – Guiding Website Visitors to Their Destination

In the old days, you never had to take off your shoes and go through electronic monitors to get from the ticket counter to your airport gate.

I don't travel as much as I did a few years ago, but the few times I have, the lines are long, and the process is stressful. Because of that, I have decided to apply for TSA Pre-Check. You still get screened, but the lines are shorter, and it's less stressful.

I am always amazed that 80 tons of people, luggage, metal, and fuel, lifts you up in the air and flies you 1000 miles in about 2 hours, and it's almost 1000 times safer than driving in a car.

On top of that, most people don't give a second thought about how complex our air travel system is. During the last year, we saw how planes that could not take off caused delays, cancellations, and even a collapse of certain airlines' systems.

If not having the right airplane at the right gate at the right time can cause chaos, imagine how not having the right person, at the right web page, at the right time could affect your business systems.

Arriving at Gate B2b

A B2b business usually has a very niche audience of specialists in search of a solution to their problem. You want to help your website visitors land at the right gate. That way they can make their connecting flight (talking with your sales staff) or reach their destination (buying from your company).

So the question to ask yourself is, “Do I need more traffic or do I need to have better conversations?”

Navigating to Their Destination

Our airport systems are a series of links and nodes to get people to the right place at their desired time. The World Wide Web is also a network of nodes. The true power is in the interconnection.

Think about your website as an airport. People come through the front door (home page), pass through the security and read directions to their gate (menu), and then proceed to their gate to await take-off (pages or blog posts).

Most visitors start on the home page and then are slow to figure out where to go, especially if they have never been to that airport before.

If you want to efficiently engaged visitors, you can drive them to their gate (blog, video, or page). To do this, use social media and emails to get them where they want to be quicker (think of TSA pre-check).

Passengers… Prepare for Landing

Website creators often look at a website as a linear experience. You arrive at the entrance (home page), read the departures board (menu), then navigate to your gate (pages or blog). I like to think of your website as a non-linear tool.

If people have questions, they walk up to the gate staff and ask questions.

Your website can also accomplish this by using links and banners (on pages, blog posts, and below videos), to point people to more information.


Unlike a plane that has a passenger manifest, you have no idea who is visiting your website and when. As a B2b website, you can guide people to download an eBook or fill out the capture form to collect their names and businesses.

If you can't convince them to download something or give up their contact information, there are other ways of tracking them.

We use something called a Decision Tree to help people self-identify a possible solution to their problem. It could be, “Which issue resonates with you?”, or “Which level of features are you looking for in a product?”

As they step through the process, they hopefully get an answer to their problem based on their decisions. They are also given the option to visit a detailed page, get a .pdf with specs, or download additional resources.

Once they make the first click on the Decision Tree, we can tag them with a code that can follow them and be correlated to downloading a resource or filling out a contact form. This helps track their path to requesting more information.

The major bonus is that this data can help your sales team better visualize which product, service, or solution piqued their interest in the first place.

Getting On The Radar

Air Traffic Control Radar Display

As I stated before, getting prospects' or clients' attention is a challenge. If you can use your sales team to distribute social media posts and emails, this amplifies the number of people engaging. If nothing else, it will create more awareness. You hope this can get the attention of someone at just the right time to take action.

That action will be to click on a social post or email that links back to a specific page, blog post, or video on your website. Once they do that, you can guide them to learn more, contact us, or speak with their current sales rep or CSR.

Final Thoughts

Don't get me wrong, a trip to the airport will always be stressful. Especially if you dream about missing your flight the night before you take off. Travel is more of an event while maintaining and updating a website is more of a commitment and a continuing process. Keeping people engaged is another process unto itself!

The main purpose of keeping people engaged on your website is to keep them wanting more. Hopefully, this will entice clients and prospects to WANT to reach out and have a conversation.

You will never know who is ready to start a sales conversation, make a purchase, or simply just has a question.

You may never know when a need arises, but you can keep your business and solutions top of mind. To improve your chances, get people to join your email list, or connect with your salesperson via social media.

Next, we will discuss how a content creation ecosystem keeps people coming back to your website, and conversing with their trusted source… your business!

“He who would learn to fly one day must first learn to stand and walk and run and climb and dance; one cannot fly into flying.”
– Friedrich Nietzsche

Comment below and share your thoughts, ideas, or questions about your website and travel stories! Are you focusing your customer's attention on your whole website or specific topics? What do you do to create more engagement on your website? What can you do to capture more user data and info on your website?

To learn more about this and other topics on B2b Sales & Marketing, visit our podcast website at The Bacon Podcast.

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