Redirect issue with SEO client

[Eljaybe]

I am optimizing about 12 pages of a Web site for a client who is a well-known company with a pretty strong Internet presence already (with their other sites). I am trying to convince them to optimize these 12 internal pages in addition to the Home page so they have more opportunities for top spots in the search results. However, the client does not agree that these "internal" pages should show up in the search results. They prefer to have any site visitors see the Home page first. So, they asked about redirecting all those internal pages to the Home page. I know redirects are not going to accomplish our SEO goals, and I really need some advice on how to best explain why redirects won't work. I know some general reasons, but I want to back myself up with any information that would be most helpful to the client.
Any advice would be greatly appreciated! Thanks!

[inbound]

A fast, general rule is that the best ROI comes when the visitor sees what they want not what the business owner thinks is best.

The potential customer searches for specifics so they should be able to see a page suited to their search. You only have one chance to keep many customers.

Analyse the performance of their homepage currently. Do most visitors leave? If so then there is your justification. If a good proportion buy then a PPC campaign could be the answer.

Sorry this is short

[Eljaybe]

Thanks, that is a good idea to look at the performance of the home page. This microsite has just been recently published, so there's probably not much to analyze yet. But that is good advice.

[rjohara]

Deep linking is good linking [useit.com].

(The client's attitude is the sort of controlling behavior that really will turn many customers off.)

[decaff]

Distribution of Keyword Assets - as multiple entry points is the way to go...and you simply can't effectively have your home page show for all your most important phrases unless you have a very strategic link program in place...
with a diverse set of targeted anchor text links pointing into your home page...(not that easy to do)

You should have some of your interior pages performing as indepentent marketing agents in the SERPs bringing in highly targeted visitors...typically better conversions off interior pages...

Obviously, your client's perception is about their brand and what "they think" the home page offers the targeted visitors...

They may have several product/service offerings running concurrently (most likely) and they want all traffic to see this diverse range...(not good conversion...but good confusion)

[Eljaybe]

These are very good points and I agree with you 100%. There is just not enough content on the Home page to target various keyword phrases. The internal pages are going to help a lot. It's just a matter of convincing the client that this is the way to go. They seem to understand it now, but they don't seem thrilled about it. They think visitors will benefit most from starting at the Home page. I hope to prove them wrong.

[RandomOne]

Without knowing more facts, like are some of the internal pages not really relevant to products just Point of Sale etc it's hard to make comments, but if this is the case then maybe a few more pages should be added optimized with good keywords and written content that your client would be happy to have as landing pages e.g. even more product knowledge etc.