Table of Contents<\/h2>[hide]<\/div><\/div>- Two questions to ask when optimizing your website for your visitors<\/a><\/li>
- Question #1: What is the visitor looking for?<\/a><\/li>
- Question #2: What is my (business) goal for this visitor?<\/a><\/li><\/ul>
- What are the most critical pages on your (small) business website?<\/a><\/li>
- #1 - Homepage<\/a><\/li>
- #2 - About Us page<\/a><\/li>
- #3 - Blog<\/a><\/li>
- #4 - Contact Us page<\/a><\/li>
- #5 - Search Results page<\/a><\/li>
- #6 - \"Competitor alternative\" pages<\/a><\/li>
- #7 - 404 Error or \"Page not found\" Page<\/a><\/li>
- #8 - Frequently Asked Questions or FAQ Page<\/a><\/li>
- #9 - Testimonials\/Review page<\/a><\/li><\/ul><\/ul><\/ul><\/div>\n
Two questions to ask when optimizing your website for your visitors<\/h2>\n
It is easy to overlook the bigger picture when optimizing something for a particular goal. You might forget the most important thing by ignoring the bigger picture and just trying to focus on one item (like SEO).<\/p>\n
<\/div> First and foremost, a site must be optimized for the visitor<\/span>Click To Tweet<\/i><\/span><\/span><\/a>\nIf you want to optimize your website for the visitor, there are two questions you need to focus on.<\/p>\n
Question #1: What is the visitor looking for?<\/h3>\n
By default, almost all the visitors to any page on your website go there because they are looking for a specific something. It might be an interesting article they saw linking to your site, an email, a post on social media, or a Google search result when they were searching for something related to your business.<\/p>\n
Unless someone clicked a wrong link and ended on your website, the visitor is looking for something. So what are they looking for? Why did they end up on your site?<\/p>\n
Where did they come from? If you want to give a helpful and valuable answer to your visitor for this question, you first need to understand how they ended up on your site in the first place. If you know where someone comes from, you’re already halfway there to help understand what they are looking for.<\/p>\n
Did they end up on your website via a search engine? (and if so, what is the search term they used?) Did they end up on your site via social media? (and if so, who shared certain content and with which context?) Did they end up on your website via an email (and if so, which campaign?) Or maybe even just from an internal link, and what page were they on before?<\/p>\n
If you know where a visitor came from, it makes it easier to assess what information they want to know. Any page on your website can bring in a tremendous amount of information to the reader, but you don’t want to overwhelm them. You want your visitor to get to know something so they might take action with you based on what they learned.<\/p>\n
Less is more.<\/p>\n
The more different types of information you’re serving to your visitors, the less likely it will be for them to remember it. Or they might run away because they can’t find the specifics they are looking for.<\/p>\n
Now that we know what your visitor is looking for on a page they land on, it’s time to move on to the next question.<\/p>\n
Question #2: What is my (business) goal for this visitor?<\/h3>\n
When your visitor is served with the information they were looking for, they are ready to give something back to you potentially. It’s time for you to ask something of them. We know „sales“ is a scary word, but in any shape, way, or form, a business needs to get leads, which might turn into sales at the end of the day to be able to survive.<\/p>\n
One of the most critical components of any page on your website is the Call-To-Action (CTA)<\/a>. This is one of the places where most businesses fail. If there is no CTA on your pages, how can you ever convert visitors into customers? As a general rule of thumb for your website, you will need at least one CTA per page.<\/p>\nThe goal of your home page isn’t for people to see your nice and shiny logo and move away again. It is for them to get a first glimpse at your business and find out all about you what they can.<\/p>\n
The goal of your product page isn’t for people to get some specifications and leave. It is for them to figure out if this is the product that will solve their needs and buy it from you.<\/p>\n
The goal of your Content Marketing isn’t for people to consume content. It is for building brand awareness and expert status in your niche.<\/p>\n
Every page on your website should have a goal. When people consume your content, they get better informed, and it requires a response when they get better informed. What is that reaction of the visitor going to be? What do you or your company want to get from each visit to your pages?<\/p>\n
We can start moving on to the next phase only when you know the answer to the above two questions.<\/p>\n
What are the most critical pages on your (small) business website?<\/h2>\n
Looking at the pages of your website, which ones are the MOST important? Which ones can drastically improve your business results when optimized correctly? Every website and every company is different, of course, but here are the nine most important (and generally speaking, most-visited) pages on any site:<\/p>\n
#1 – Homepage<\/h3>\n![\"Skillshare's](\"https:\/\/www.evergreencontentposter.com\/wp-content\/uploads\/2022\/06\/skillshare.png\" "\\"\\"")
Skillshare’s beautiful, straightforward homepage design, a clear value proposition, a direct CTA, easy signup process, and content to inspire the reader<\/figcaption><\/figure>\nYour website’s homepage or front page is probably the most obvious one on the list to start with. And you can probably already guess why this is. Your website’s homepage is often the first impression someone will have with your company online. Visitors will stay on this page for only a few seconds before deciding whether to keep a bit longer and move over to other pages or leave your website again.<\/p>\n
This means that if you make a wrong impression, your engagement with a potential customer can quickly end prematurely. Next, it is also the first and most important page for search engines to help understand the purpose and function of your site.<\/p>\n
And, finally, according to the Zero Moment of Truth (ZMOT)<\/a>, yeah, sure, people come to dedicated landing pages to make purchases. etc., but consumers most of the time do something very interesting. They see an interesting product or offer on a dedicated landing page that you’ve set up for your ads, but before they buy, they go up with their mouse, click the home button and check out the homepage.<\/p>\nThey want to see what your brand is all about. So the interesting thing about homepages and what comes from this ZMOT study is that while your home page might not be closing sales directly for you because that is likely happening on dedicated landing pages, your homepage can absolutely lose sales for you. And if you don’t optimize your homepage, there might actually be a high chance that your homepage is costing you money at the moment.<\/p>\n
So how can you optimize this page?<\/p>\n
Include a strong value proposition<\/a> above the fold on your homepage together with strong design elements. It could be a visually appealing photo, an interactive animation, or just your brand colors in a way that works great together with your copy<\/a>. Your goal here is to grab the visitors‘ attention and explain the purpose of the website, of your company, and the values of your brand.<\/p>\nThat is a lot to do in so little space. So be sure to adhere to the less is more rule from above.<\/p>\n
The focus here is to make your visitors feel welcome and to create an immediate positive feeling with your brand.<\/p>\n
On top of that, from a search engine optimization perspective, your homepage is probably also the web page that gets the most backlinks. This means you want to pass some of the link value from your home page onto internal pages.<\/p>\n
This is often referred to as „link juice.“<\/p>\n
![\"Pass](\"https:\/\/www.evergreencontentposter.com\/wp-content\/uploads\/2022\/04\/link-juice-distribution.png\" "\\"\\"")
<\/p>\n
Building those internal links from the home pages on your website lets the „link juice“ flow to page 1, page 2, etc., helping them rank higher on the Search Engine Results Page (SERP).<\/p>\n
The more tightly-knit your entire website structure (by using internal linking), the better the overall site will perform in search. Think of Wikipedia, for example; you know you easily get lost for hours as you stumble from one piece of content to the next.<\/p>\n
So don’t forget to include precise navigation to let your visitor move further along your website to your other most important pages.<\/p>\n
The question to ask yourself is:<\/strong> How are you making your visitors and potential customers feel when they first see your website.<\/p>\n#2 – About Us page<\/h3>\n![\"The](\"https:\/\/www.evergreencontentposter.com\/wp-content\/uploads\/2022\/06\/Mailchimp-about-us-page.png\" "\\"\\"")
When you see the Mailchimp about us page, you immediately have the feeling it is an extraordinary and warm company to work for<\/figcaption><\/figure>\nAfter the homepage, when a visitor already has some preliminary understanding of your brand and website, they visit the „About Us“ page most frequently.<\/p>\n
It is crucial because, for many people, this is the second page they visit most of the time. The page where they will learn more about your products and services and where you can build trust for your company. What is it exactly that you’re doing?<\/p>\n
The „About Us“ page isn’t just about delivering more information. It is about engaging with your visitors on a deeper level. For many people doing business on the web can feel impersonal, but it doesn’t have to be.<\/p>\n
Don’t waste your visitors‘ time with more words about your commitment to quality, empty words that serve no purpose and will drive your visitors away. Content such as a short video straight from the heart of you, the founder, or some funny homemade animated gifs can make everything much more personal.<\/p>\n
So how can you optimize your About page?<\/p>\n
When you write your „About Us“ page, go back to that first question. What does a visitor want to know? They want to know your:<\/p>\n
\n- Your values – does your way of thinking aligns with theirs?<\/li>\n
- Your credibility – do you have relevant experience and proven success?<\/li>\n
- Who you REALLY are – is there a real person behind the website, a person they can relate to and trust?<\/li>\n<\/ul>\n
The question to ask yourself is:<\/strong> How are you using your „About Us“ page to convince people with your brand story?<\/p>\n#3 – Blog<\/h3>\n![\"\"](\"https:\/\/www.evergreencontentposter.com\/wp-content\/uploads\/2022\/06\/ahrefs.png\" "\\"\\"")
AHrefs’s blog overview page is easy to read and navigate, with a clear CTA on the page to help you convert to their newsletter.<\/figcaption><\/figure>\nWe already know about the importance of fresh content on your website. Blogging is how (small) business owners can distinguish themselves as a thought leader in their field.<\/p>\n
Doing content marketing and having a blog on your website helps with four essential pillars:<\/p>\n
\n- Search results. Search engines love fresh content. The more regularly you update the content on your site, the more preference they give to you. While the Home Page and the „About Us“ page are primarily static pages, your blog page is the space on your website that can frequently be updated. Creating content also helps generate\u00a0backlinks by people linking to your content from their site<\/a>, which again helps with search ranking.<\/li>\n
- Engagement on your site. Of course, you want people to spend longer and more time on your site. If not much is found on your site, it is difficult for them to warrant an extended stay. When you keep adding more and more content, you’re creating an extensive library of information your visitors can read and dive into. The longer a reader spends on your site, the greater the chances of them starting to trust your brand, the bigger the chances of them starting to engage, and as a result, the more likely they are ready to start buying from you.<\/li>\n
- Relevant visitors. Just creating content for the sake of content creation is never a good thing, of course. You need to tailor your content to a particular Buyer Persona<\/a>. So when you create content around topics that are in line with your business and the problems you’re trying to solve with your product or services, you will start attracting better-targeted visitors. You begin to get traffic from people who are your ideal customers.<\/li>\n
- Reputation. Sharing your expertise with the world helps build trust. Over time, you become known as someone who offers value and can help their market.<\/li>\n<\/ul>\n
So how can you optimize your blog page?<\/p>\n
What you want from people consuming your content are engagement and exposure. Make sure to include sharing buttons next to your blog posts and a great CTA related to the topic that you’re writing about.<\/p>\n
This can be a related email course or white paper you created for which people need to opt-in. Or just request them to leave their email address to be kept informed when new content is published.<\/p>\n
The question to ask yourself is:<\/strong> Is the content I’m creating relevant for my target audience, and is it helping them solve their problems?<\/p>\n#4 – Contact Us page<\/h3>\n![\"Riverpools](\"https:\/\/www.evergreencontentposter.com\/wp-content\/uploads\/2022\/06\/Riverpools-catch-the-wave-contact-us-page.png\" "\\"\\"")
Riverpools has an epic YouTube video on their contact page<\/a>, clearly explaining what you get when you contact them.<\/figcaption><\/figure>\nHaving all the previous pages improved, delivering great information to your visitors is excellent. Still, you’ll lose some potentially new business if they want to contact you after visiting those pages and can’t.<\/p>\n
Potential buyers want to know how they can reach you and don’t want to search for it.<\/p>\n
You need to provide them with that information.<\/p>\n
The „Contact Us“ page of any website contains some of the most valuable information on your website and helps get people over the edge by building that last piece of trust. The easier you make this for your visitors, the more trustworthy it will be. After all, if I can quickly contact your company, I know you’ve got my back if something goes wrong.<\/p>\n
An easy-to-locate contact page shows visitors that you’re open to communicating and meeting new clients.<\/p>\n
So how can you optimize your „Contact Us“ page?<\/p>\n
Your „Contact Us“ page is more than just a way for people to contact you or display your opening hours. It would help if you encouraged your visitors to communicate with you about ANYTHING.<\/p>\n
Put all the necessary contact details above the fold:<\/p>\n
\n- including your mailing address;<\/li>\n
- if you are open to receiving people, you can include your business hours or any other relevant information like\n
\n- phone numbers,<\/li>\n
- email addresses to reach the individual department heads,<\/li>\n
- etc.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Don’t also forget to include testimonials to help build more trust. Add a personal element to your copy, etc., etc. It’s okay if you only prefer to get contacted by your contact form. But if possible, always try to include multiple options, like adding a phone number or an instant chat window.<\/p>\n
The question to ask yourself is:<\/strong> What information can I add to my contact page that encourages visitors on my site to get in touch and start a conversation with me?
\nOver time, your website will grow bigger and bigger. New products are being launched; new content is being written. As a result, sometimes, it might not be the easiest for people to find exactly what they are looking for.<\/p>\n#5 – Search Results page<\/h3>\n
![\"Mixcloud](\"https:\/\/inboundrocket.co\/wp-content\/uploads\/2017\/04\/Mixcloud-Search_Results.jpg\" "\\"\\"")
<\/p>\n
Does your website have a search function? If not, you should be looking into adding this. Because if people can’t find what they are looking for, they might be gone forever. Having a good search function might sometimes be better than the best navigation.<\/p>\n
So how can you optimize your „Search Results“ page?<\/p>\n
Too many result pages are terribly designed and often overlooked. Ensuring<\/span>\u00a0that the returned results<\/span> are the right for someone’s search query, for starters,<\/span> make the result page clean and easy to navigate. Maybe add some related items to the search result as well and not only answer the direct question people are having.<\/p>\nPeople arrive on that page because they are eager to learn more, but they can’t find what they are looking for. Make it clean and easy to navigate.<\/p>\n
The question to ask yourself is:<\/strong> Is the information displayed on my search results page attractive enough and easy to navigate to end up with the content I was searching for?<\/p>\n#6 – „Competitor alternative“ pages<\/h3>\n
No matter which industry or product you’re trying to sell online, there’s always a bunch of people who are unhappy with the status quo and looking to compare their current solutions to alternatives.<\/p>\n
One easy trick to get people to try and end up with your solution is creating comparison pages where you target the „[your competitor name] + alternative“ search term. For example, MailerLite has a „MailChimp alternative<\/a>“ page ranking on the first page of Google.<\/p>\nEven if the search volume for pages like these isn’t very high, it is one of the best terms to start ranking your website for because anyone that searches for any of these terms has an intent to purchase<\/strong>. So even though there might not be a lot of visitors coming to any of these pages on your site, the likelihood that one of them is converting is much higher than any of your blog posts with lots of visitors per month.<\/p>\nDon’t just create one page for all your competitors, though. Create a single page for each of your competitors. Look at your competitors‘ online reviews, see what customers are complaining about, and use those exact words in your copy to explain to the visitors that you have THE solution for them.<\/p>\n
- Two questions to ask when optimizing your website for your visitors<\/a><\/li>
- Question #1: What is the visitor looking for?<\/a><\/li>
- Question #2: What is my (business) goal for this visitor?<\/a><\/li><\/ul>
- What are the most critical pages on your (small) business website?<\/a><\/li>
- #1 - Homepage<\/a><\/li>
- #2 - About Us page<\/a><\/li>
- #3 - Blog<\/a><\/li>
- #4 - Contact Us page<\/a><\/li>
- #5 - Search Results page<\/a><\/li>
- #6 - \"Competitor alternative\" pages<\/a><\/li>
- #7 - 404 Error or \"Page not found\" Page<\/a><\/li>
- #8 - Frequently Asked Questions or FAQ Page<\/a><\/li>
- #9 - Testimonials\/Review page<\/a><\/li><\/ul><\/ul><\/ul><\/div>\n
Two questions to ask when optimizing your website for your visitors<\/h2>\n
It is easy to overlook the bigger picture when optimizing something for a particular goal. You might forget the most important thing by ignoring the bigger picture and just trying to focus on one item (like SEO).<\/p>\n
<\/div> First and foremost, a site must be optimized for the visitor<\/span>Click To Tweet<\/i><\/span><\/span><\/a>\nIf you want to optimize your website for the visitor, there are two questions you need to focus on.<\/p>\n
Question #1: What is the visitor looking for?<\/h3>\n
By default, almost all the visitors to any page on your website go there because they are looking for a specific something. It might be an interesting article they saw linking to your site, an email, a post on social media, or a Google search result when they were searching for something related to your business.<\/p>\n
Unless someone clicked a wrong link and ended on your website, the visitor is looking for something. So what are they looking for? Why did they end up on your site?<\/p>\n
Where did they come from? If you want to give a helpful and valuable answer to your visitor for this question, you first need to understand how they ended up on your site in the first place. If you know where someone comes from, you’re already halfway there to help understand what they are looking for.<\/p>\n
Did they end up on your website via a search engine? (and if so, what is the search term they used?) Did they end up on your site via social media? (and if so, who shared certain content and with which context?) Did they end up on your website via an email (and if so, which campaign?) Or maybe even just from an internal link, and what page were they on before?<\/p>\n
If you know where a visitor came from, it makes it easier to assess what information they want to know. Any page on your website can bring in a tremendous amount of information to the reader, but you don’t want to overwhelm them. You want your visitor to get to know something so they might take action with you based on what they learned.<\/p>\n
Less is more.<\/p>\n
The more different types of information you’re serving to your visitors, the less likely it will be for them to remember it. Or they might run away because they can’t find the specifics they are looking for.<\/p>\n
Now that we know what your visitor is looking for on a page they land on, it’s time to move on to the next question.<\/p>\n
Question #2: What is my (business) goal for this visitor?<\/h3>\n
When your visitor is served with the information they were looking for, they are ready to give something back to you potentially. It’s time for you to ask something of them. We know „sales“ is a scary word, but in any shape, way, or form, a business needs to get leads, which might turn into sales at the end of the day to be able to survive.<\/p>\n
One of the most critical components of any page on your website is the Call-To-Action (CTA)<\/a>. This is one of the places where most businesses fail. If there is no CTA on your pages, how can you ever convert visitors into customers? As a general rule of thumb for your website, you will need at least one CTA per page.<\/p>\n
The goal of your home page isn’t for people to see your nice and shiny logo and move away again. It is for them to get a first glimpse at your business and find out all about you what they can.<\/p>\n
The goal of your product page isn’t for people to get some specifications and leave. It is for them to figure out if this is the product that will solve their needs and buy it from you.<\/p>\n
The goal of your Content Marketing isn’t for people to consume content. It is for building brand awareness and expert status in your niche.<\/p>\n
Every page on your website should have a goal. When people consume your content, they get better informed, and it requires a response when they get better informed. What is that reaction of the visitor going to be? What do you or your company want to get from each visit to your pages?<\/p>\n
We can start moving on to the next phase only when you know the answer to the above two questions.<\/p>\n
What are the most critical pages on your (small) business website?<\/h2>\n
Looking at the pages of your website, which ones are the MOST important? Which ones can drastically improve your business results when optimized correctly? Every website and every company is different, of course, but here are the nine most important (and generally speaking, most-visited) pages on any site:<\/p>\n
#1 – Homepage<\/h3>\n
Skillshare’s beautiful, straightforward homepage design, a clear value proposition, a direct CTA, easy signup process, and content to inspire the reader<\/figcaption><\/figure>\n Your website’s homepage or front page is probably the most obvious one on the list to start with. And you can probably already guess why this is. Your website’s homepage is often the first impression someone will have with your company online. Visitors will stay on this page for only a few seconds before deciding whether to keep a bit longer and move over to other pages or leave your website again.<\/p>\n
This means that if you make a wrong impression, your engagement with a potential customer can quickly end prematurely. Next, it is also the first and most important page for search engines to help understand the purpose and function of your site.<\/p>\n
And, finally, according to the Zero Moment of Truth (ZMOT)<\/a>, yeah, sure, people come to dedicated landing pages to make purchases. etc., but consumers most of the time do something very interesting. They see an interesting product or offer on a dedicated landing page that you’ve set up for your ads, but before they buy, they go up with their mouse, click the home button and check out the homepage.<\/p>\n
They want to see what your brand is all about. So the interesting thing about homepages and what comes from this ZMOT study is that while your home page might not be closing sales directly for you because that is likely happening on dedicated landing pages, your homepage can absolutely lose sales for you. And if you don’t optimize your homepage, there might actually be a high chance that your homepage is costing you money at the moment.<\/p>\n
So how can you optimize this page?<\/p>\n
Include a strong value proposition<\/a> above the fold on your homepage together with strong design elements. It could be a visually appealing photo, an interactive animation, or just your brand colors in a way that works great together with your copy<\/a>. Your goal here is to grab the visitors‘ attention and explain the purpose of the website, of your company, and the values of your brand.<\/p>\n
That is a lot to do in so little space. So be sure to adhere to the less is more rule from above.<\/p>\n
The focus here is to make your visitors feel welcome and to create an immediate positive feeling with your brand.<\/p>\n
On top of that, from a search engine optimization perspective, your homepage is probably also the web page that gets the most backlinks. This means you want to pass some of the link value from your home page onto internal pages.<\/p>\n
This is often referred to as „link juice.“<\/p>\n
<\/p>\nBuilding those internal links from the home pages on your website lets the „link juice“ flow to page 1, page 2, etc., helping them rank higher on the Search Engine Results Page (SERP).<\/p>\n
The more tightly-knit your entire website structure (by using internal linking), the better the overall site will perform in search. Think of Wikipedia, for example; you know you easily get lost for hours as you stumble from one piece of content to the next.<\/p>\n
So don’t forget to include precise navigation to let your visitor move further along your website to your other most important pages.<\/p>\n
The question to ask yourself is:<\/strong> How are you making your visitors and potential customers feel when they first see your website.<\/p>\n
#2 – About Us page<\/h3>\n
When you see the Mailchimp about us page, you immediately have the feeling it is an extraordinary and warm company to work for<\/figcaption><\/figure>\n After the homepage, when a visitor already has some preliminary understanding of your brand and website, they visit the „About Us“ page most frequently.<\/p>\n
It is crucial because, for many people, this is the second page they visit most of the time. The page where they will learn more about your products and services and where you can build trust for your company. What is it exactly that you’re doing?<\/p>\n
The „About Us“ page isn’t just about delivering more information. It is about engaging with your visitors on a deeper level. For many people doing business on the web can feel impersonal, but it doesn’t have to be.<\/p>\n
Don’t waste your visitors‘ time with more words about your commitment to quality, empty words that serve no purpose and will drive your visitors away. Content such as a short video straight from the heart of you, the founder, or some funny homemade animated gifs can make everything much more personal.<\/p>\n
So how can you optimize your About page?<\/p>\n
When you write your „About Us“ page, go back to that first question. What does a visitor want to know? They want to know your:<\/p>\n
- \n
- Your values – does your way of thinking aligns with theirs?<\/li>\n
- Your credibility – do you have relevant experience and proven success?<\/li>\n
- Who you REALLY are – is there a real person behind the website, a person they can relate to and trust?<\/li>\n<\/ul>\n
The question to ask yourself is:<\/strong> How are you using your „About Us“ page to convince people with your brand story?<\/p>\n
#3 – Blog<\/h3>\n
AHrefs’s blog overview page is easy to read and navigate, with a clear CTA on the page to help you convert to their newsletter.<\/figcaption><\/figure>\n We already know about the importance of fresh content on your website. Blogging is how (small) business owners can distinguish themselves as a thought leader in their field.<\/p>\n
Doing content marketing and having a blog on your website helps with four essential pillars:<\/p>\n
- \n
- Search results. Search engines love fresh content. The more regularly you update the content on your site, the more preference they give to you. While the Home Page and the „About Us“ page are primarily static pages, your blog page is the space on your website that can frequently be updated. Creating content also helps generate\u00a0backlinks by people linking to your content from their site<\/a>, which again helps with search ranking.<\/li>\n
- Engagement on your site. Of course, you want people to spend longer and more time on your site. If not much is found on your site, it is difficult for them to warrant an extended stay. When you keep adding more and more content, you’re creating an extensive library of information your visitors can read and dive into. The longer a reader spends on your site, the greater the chances of them starting to trust your brand, the bigger the chances of them starting to engage, and as a result, the more likely they are ready to start buying from you.<\/li>\n
- Relevant visitors. Just creating content for the sake of content creation is never a good thing, of course. You need to tailor your content to a particular Buyer Persona<\/a>. So when you create content around topics that are in line with your business and the problems you’re trying to solve with your product or services, you will start attracting better-targeted visitors. You begin to get traffic from people who are your ideal customers.<\/li>\n
- Reputation. Sharing your expertise with the world helps build trust. Over time, you become known as someone who offers value and can help their market.<\/li>\n<\/ul>\n
So how can you optimize your blog page?<\/p>\n
What you want from people consuming your content are engagement and exposure. Make sure to include sharing buttons next to your blog posts and a great CTA related to the topic that you’re writing about.<\/p>\n
This can be a related email course or white paper you created for which people need to opt-in. Or just request them to leave their email address to be kept informed when new content is published.<\/p>\n
The question to ask yourself is:<\/strong> Is the content I’m creating relevant for my target audience, and is it helping them solve their problems?<\/p>\n
#4 – Contact Us page<\/h3>\n
Riverpools has an epic YouTube video on their contact page<\/a>, clearly explaining what you get when you contact them.<\/figcaption><\/figure>\n Having all the previous pages improved, delivering great information to your visitors is excellent. Still, you’ll lose some potentially new business if they want to contact you after visiting those pages and can’t.<\/p>\n
Potential buyers want to know how they can reach you and don’t want to search for it.<\/p>\n
You need to provide them with that information.<\/p>\n
The „Contact Us“ page of any website contains some of the most valuable information on your website and helps get people over the edge by building that last piece of trust. The easier you make this for your visitors, the more trustworthy it will be. After all, if I can quickly contact your company, I know you’ve got my back if something goes wrong.<\/p>\n
An easy-to-locate contact page shows visitors that you’re open to communicating and meeting new clients.<\/p>\n
So how can you optimize your „Contact Us“ page?<\/p>\n
Your „Contact Us“ page is more than just a way for people to contact you or display your opening hours. It would help if you encouraged your visitors to communicate with you about ANYTHING.<\/p>\n
Put all the necessary contact details above the fold:<\/p>\n
- \n
- including your mailing address;<\/li>\n
- if you are open to receiving people, you can include your business hours or any other relevant information like\n
- \n
- phone numbers,<\/li>\n
- email addresses to reach the individual department heads,<\/li>\n
- etc.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Don’t also forget to include testimonials to help build more trust. Add a personal element to your copy, etc., etc. It’s okay if you only prefer to get contacted by your contact form. But if possible, always try to include multiple options, like adding a phone number or an instant chat window.<\/p>\n
The question to ask yourself is:<\/strong> What information can I add to my contact page that encourages visitors on my site to get in touch and start a conversation with me?
\nOver time, your website will grow bigger and bigger. New products are being launched; new content is being written. As a result, sometimes, it might not be the easiest for people to find exactly what they are looking for.<\/p>\n#5 – Search Results page<\/h3>\n
<\/p>\nDoes your website have a search function? If not, you should be looking into adding this. Because if people can’t find what they are looking for, they might be gone forever. Having a good search function might sometimes be better than the best navigation.<\/p>\n
So how can you optimize your „Search Results“ page?<\/p>\n
Too many result pages are terribly designed and often overlooked. Ensuring<\/span>\u00a0that the returned results<\/span> are the right for someone’s search query, for starters,<\/span> make the result page clean and easy to navigate. Maybe add some related items to the search result as well and not only answer the direct question people are having.<\/p>\n
People arrive on that page because they are eager to learn more, but they can’t find what they are looking for. Make it clean and easy to navigate.<\/p>\n
The question to ask yourself is:<\/strong> Is the information displayed on my search results page attractive enough and easy to navigate to end up with the content I was searching for?<\/p>\n
#6 – „Competitor alternative“ pages<\/h3>\n
No matter which industry or product you’re trying to sell online, there’s always a bunch of people who are unhappy with the status quo and looking to compare their current solutions to alternatives.<\/p>\n
One easy trick to get people to try and end up with your solution is creating comparison pages where you target the „[your competitor name] + alternative“ search term. For example, MailerLite has a „MailChimp alternative<\/a>“ page ranking on the first page of Google.<\/p>\n
Even if the search volume for pages like these isn’t very high, it is one of the best terms to start ranking your website for because anyone that searches for any of these terms has an intent to purchase<\/strong>. So even though there might not be a lot of visitors coming to any of these pages on your site, the likelihood that one of them is converting is much higher than any of your blog posts with lots of visitors per month.<\/p>\n
Don’t just create one page for all your competitors, though. Create a single page for each of your competitors. Look at your competitors‘ online reviews, see what customers are complaining about, and use those exact words in your copy to explain to the visitors that you have THE solution for them.<\/p>\n
- Search results. Search engines love fresh content. The more regularly you update the content on your site, the more preference they give to you. While the Home Page and the „About Us“ page are primarily static pages, your blog page is the space on your website that can frequently be updated. Creating content also helps generate\u00a0backlinks by people linking to your content from their site<\/a>, which again helps with search ranking.<\/li>\n
- #2 - About Us page<\/a><\/li>
- Question #2: What is my (business) goal for this visitor?<\/a><\/li><\/ul>
- Question #1: What is the visitor looking for?<\/a><\/li>
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