Link existing touchpoints to pages matching the reader’s task
Existing cards or profiles can carry a website URL. Explain what the page provides and choose a destination relevant to the reader’s task.
Methods without additional ad spend still require writing and editing time. Choose sustainable touchpoints rather than assuming all five are necessary.
Introduce the page through five touchpoints
Choose destinations according to the recipient’s information need.
Business cards and printed materials
Link service details and check QR codes and written URLs.
Business profiles
Align the offering with the website description.
Replies to individual enquiries
Share existing pages answering the question, rather than mass-contacting unrelated people.
Shop notices
Direct readers to relevant hours or menu pages.
Articles answering real questions
Use actual work experience and sources to answer recurring questions.
Match the promise to the destination
Link price announcements to prices and opening information to current schedules. Google’s SEO guide explains helping search engines understand content and users find a site. (Google Search Central: SEO Starter Guide)
Test the destination and information rather than promising rankings or traffic from publication alone.
Record editing time and responses
Log placement, date, and time spent. Count views, enquiries, and orders separately when deciding which touchpoints to continue.
Maintain materials and profiles after URL or operational changes. Test older shared links and improve recurring questions.
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