In a previous article, we wrote about some techniques you can apply to make your website more attractive and effective. This article builds on what we wrote before, and discusses how you can structure your website’s pages and content so the visitor has a more enriching experience.
Your digital marketing activities are most likely designed to lead readers and followers to your website, the focal point of your online presence. This is where you want to convert visitors to leads, identify prospects that you can pursue, and finally convert some of those to customers.
To accomplish just that, how you structure your website, what information you offer, and in what sequence is critical. There has to be a smooth flow of information that leads visitors through your website’s pages toward “conversion tools”, such as signing up to a newsletter, requesting a proposal, or even better yet – making an online purchase in the case of B2C sites. Equally important also is how you will continuously measure your website’s performance so that you can make adjustments as needed.
Your Landing Page
Your home page is usually the first point of contact. You will occasionally use a sub-page for a link in a given promotion, but this is where everybody usually ends up at. As such, your home page must provide the visitor with a high-level overview of your company, primarily the benefits it offers, and your services and/or products. Consider your home page as your “executive summary”, and assume that the visitor will not click-through to sub-level.
With this in mind, the copy-text will be designed to provide visitors with everything you want them to know about your business in a nutshell. Start with what’s most important; the benefits customers gain from your products or services. (This is after all what potential customers are interested in the most.) Then display your products/services in the form of clickable images or icons. You should of course write a few words, but keep it very light and simple. (Let the pictures do the talking.) After that, include a couple of lines about your company. You may also want to display a few logos of your most prominent customers to demonstrate credibility. And if you have testimonials from customers, showing some of those just under the display of clients will add credibility.
Keep your home page straight to the point and easy on the eye. The attention span of today’s internet browser has reached ridiculously low levels, so writing a lot will most likely entice people to move on to something else. Use lots of relevant images that are complimented with powerful short messages, and embed plenty “calls for actions”.
Moving on to the next Level
Virtually all websites feature a menu at the top where people can choose to click through to sub-pages. If you did a great job on your home page and intrigued visitors, they will now click on one of the menu items, preferably the one labeled “products” or “services”. This is a sign of that the visitors are now interested and want to learn more about how what you sell can help them.
Accordingly, this is where you elaborate more about this particular topic. Keep in mind that you have the visitor’s attention now, so you can use more copy text and less images. You are now moving into a more focused discussion and need to start making compelling arguments. The visitor is still exploring at a high level though, and you should not talk about specific products or services yet. Instead, this is the place to elaborate on benefits and value. So assuming that one of your main menu items is “Business Consulting Services”, this is where you want to talk about how your collective services benefit customers.
Getting into the Details
You’re visitors read all about your company and reviewed the summary page that describes how your business consulting services can add value to their company. They are now interested to learn more about a particular service, say “Business Plans”. Once your visitors click through to those pages, they are really interested to learn more about this particular offering. You are now at liberty to display even more copy text, and reduce – if not eliminate entirely – the need for images and pictures.
A word of caution though; although you need to be elaborate at this level, we suggest you don’t divulge too much information. You do after all want this visitor to schedule a meeting with your company’s representative to learn more about this particular product. So while you could describe how your business planning services help the client and what will be included, the approach, methodology, and detailed table of content are better left for a one-on-one meeting. Alternatively, you can also offer a clickable link for people to download product or service spec sheets (and which you can trace for follow-up purposes). However, if geographical barriers are not an issue, we recommend you start converting virtual visits to real visits at this point and promote conversion tools that land you a real-time meeting with the prospect.
Your website must of course incorporate all the bells and whistles that are expected today, such as links to all your social media channels, sign-up pages, and your blog. Also, for ease of navigation, we recommended that you include the entire site structure in the footer so people can get around easily.
Last but not least, don’t forget to design dedicated “thank you” pages for each conversion tool your website has. Google Analytics will use only those to provide you with real conversion reports, so diverting someone who just signed up to your newsletter back to your home page won’t do you much good. But how to use conversion tools and measure their performance is a topic for another newsletter 🙂
About the Author
Pinnacle Business & Marketing Consulting is a results-driven boutique consulting firm that specializes in providing clients with practical and pragmatic solutions to their business and marketing challenges.
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