Some pages on your website are more important than others. I know this seems a bit obvious but you’d be surprised how few website owners take this into account. By making just a few small changes, you can increase your conversion rate by a substantial amount. In this article, we will show you how to optimize the four most important pages on your website.
Websites are all different, but generally the four most important pages are:
- Home Page
- About Page
- Contact Page
Beginning The Optimization Process
Before we get too deep into the optimization process, lets answer the question: “What are we optimizing for?”. Sure we’re optimizing for lead generation, sales, all that good stuff. But, at the heart of it, we’re optimizing for the user. We want to find out what the user wants and give it to them in a user-friendly fashion.
We want to consider two questions:
1. What does the user want?
Remember that we’re focusing on the user. Before we can figure out what they want, we need to know where they came from. Knowledge is power; the more you know about where the user came from the more you can give them what they want.
- Did they come from search engines?
- Did they come from marketing outreach?
- Did they find you through a navigation menu?
Now we need to give them what they’re looking for. Remember that when it comes to websites, less is more. The more information clutter you have on a page, the less likely the user is to remember any of it. Find out what information they’re looking for and deliver that to them in a clear, concise message.
2. What do you want the user to do?
We want the users on our site to do something. Whether it is to buy from us, sign up for our newsletter, or follow us on Twitter, each site has a goal. This is where a lot of pages fail. Most website owners don’t realize that every page should have a Call to Action (CTA) element. The point of your site isn’t for the user to see and leave. It’s for them to see, discover, and do something. If there’s one thing to remember in this article, it’s that every page needs a CTA.
So you need to figure out what you want the user to do and then add a CTA of some sort to every single page to help them do it.
Specific Tips for Optimizing Your Pages
Now that you understand the two guiding questions and have seen these principles in action, here are some specific tips to optimize the most important pages on your website.
- Use an Eye-grabbing headline and place the important information front and center and above the fold.
- Use flow and visual hierarchy – make sure the user knows where to go next.
- Use multiple CTAs and make them big and obvious. Make sure they’re placed prominently so the user can see them and click them.
- Put the most relevant and important information above the fold. The user shouldn’t have to scroll in order to find the information they want. Keep in mind they’re looking for credibility, what you do, and information about your company.
- Make sure you include at least one CTA.
- Surprisingly enough people are looking for contact information on your contact page. Make sure things like your telephone number, mailing address, email address, and so on are easily located.
- Use CTAs to let the user contact you easily. Make the CTA stand out so that the user doesn’t become confused. Using CTA buttons that say “Contact us” does wonders for helping your site visitors contact you.
- Organize the information clearly. Make sure the user can navigate through your blog and find the articles they’re looking for. Provide the most recent articles as well as categories such as “most popular.”
- Include CTAs. Make it easy for the user to subscribe to the blog (marketing), download free resources, and so on. Despite the fact that the user comes to get information, you want them to get engaged so that in the future they engage with you.
- Put CTAs on a core feature of your blog such as the sidebar. You want your CTA to appear with each blog post.
In conclusion, look at the most important pages on your website, find out what the user wants and what you want them to do, and plan accordingly. The knowledge you give to users requires a response; ask for it in the form of a CTA.