Whether marketing plastic surgery or any other industry on the Internet, it’s important to avoid having dead-end pages on your website. A dead-end page is a page that visitors can get to through a link from another page but which has no links pointing to other pages on your website. Essentially, it is a page that has no navigation and, as such, visitors must use their back button or leave your site altogether in order to leave the page. A successful website is one which encourages visitors to stay on the site, and dead-end pages work against this.
Another problem with dead-end pages is that visitors may end up on them after conducting a search on a search engine. Though most people think of their homepage as the entry point for Internet users, this isn’t always the case. Search engines can index all of the pages on your website, including dead-end pages, and thus even these are potential entry points for visitors.
Dead-end pages can occur for a number of reasons, often as a simple mistake or oversight. Any major overhaul of your website or even a hurried design process can result in dead-end pages. However they do occur, it’s important that you find them and fix them. Ensure that every page on your site uses the same navigation throughout and, most importantly, that there is a prominent link to your homepage.