Top Tips on Optimizing Your Web Pages
If you’re in the marketing biz, you’ve heard of optimizing your SEO (Search Engine Optimization) and CRO (Conversion Rate Optimization). Optimizing your website is the same idea, but in a broader sense. The user is the main focus of website optimization, they should be able to easily find the home page, the purpose of the website, the blog, and the contact information. This sounds basic, but giving the user the information in a more obvious way will yield better results.
Here are a couple of questions you should ask yourself to get to know your users better:
- What is the User searching for?
How did they get to your website? Did they Google or get your web address from an email? By considering where they are coming from, you can deliver applicable content. What are they trying to find out? By keeping the webpage simple and clean, the user won’t be inundated with tons of information that they have to trudge through. - What is the end game for the user?
This is a critical piece of the puzzle and often many pages overlook it. The CTA (call-to-action) is the most critical piece on your web page. Why is this so important? Neil Patel of Hubspot says, “Because every shred of knowledge demands some response: A web page imparts knowledge, and that knowledge requires a response. So, what is it that you want the user to do? This your goal for the user, and it must be clearly and starkly defined as you face the big optimization question.”
Here are some tips on optimizing your web pages:
- Home Page
Big headlines – keep the most important information front and center.
Provide continuity – make the information accessible and easy to understand.
Have the CTA as large and obvious as possible and make the navigation menu as clear as possible. - About Page
Keep the information you know the user needs before the page break, that way they won’t need to scroll. Also include a CTA so a user feels a deeper engagement. - Blog
Keep your blog organized so that the most popular or most recent blog posts are the most prominent.
Include CTA subscription to the blog fields, incorporate them into each individual blog post so that the user can’t miss them. - Contact Us Page
Have the contact information, email addresses, phone numbers, mailing address or directions to the building before the fold on the web page.
Include obvious CTA items on this page as well, “Call us, we’d love to hear from you!” It makes your business more friendly and accessible.
Finally, here is Patel’s Pro Tip, “Look at your most visited pages, figure out why users are there, give them what they want, and ask them for action in return. Regardless of your most-visited pages or even the nature of your website, you can create more engaged users.”