When you’re knee deep into your website design, it’s hard to admit this fact: some pages on your website are more important than others.
Okay, so many of you may find this pretty obvious – but I’m surprised how rarely content managers and web designers actually apply this knowledge to their websites to improve conversions.
For me, it’s all about low-hanging fruit and the simplest tasks that produce the greatest results. What I’m going to describe in this article has the potential to dramatically improve your website with just a few, critical changes.
In this post, I’ll explain how you can optimize each of these pages. And if your most visited pages are different from the ones listed above, you will still learn a framework for optimizing all the major pages on your website.
What is website optimization?
You have probably heard the word “optimize”, which is most commonly used in phrases like “Search Engine Optimization” (SEO) and “Conversion Rate Optimization” (CRO). I’m actually referring to something broader here, but the advice I give will help improve both of these.
The optimization that I’m going to explain creates user-optimized pages. When pursuing SEO and CRO, it’s easy to miss the bigger, big idea. First and foremost, a website must be optimized for the user. The best place to get big results quickly is to start optimizing the most visited pages on your website.
The most important websites for conversion optimization
- Home page
- About side
- Contact Us Page
Let’s get into that right away. Every website is different, but in general, here are the four most important (and often the most visited) pages on a website:
The homepage is the first impression of your company for potential customers. And while your time limit to make an impressive impression online is many times longer than in real life (average website visitors spend 62 seconds), every second should count.
It is tempting to put all remotely relevant facts about the business on the homepage, but resist the urge. Remember that your homepage is the first step in the journey – not the final destination. Text, design and visuals should guide the visitor to their next step or call-to-action.
Customers, investors, hiring candidates, and even competitors can use your info page to get more information about your business. An About page usually contains a brief company history, a mission statement or vision, a management biography and some meaningful customer references.
It’s no secret that blogging is a proven method of optimizing a website for keywords related to a business. Instead of loading multiple product pages for every single keyword you want to rank for, a blog can serve as a more efficient way to weave storytelling, product mentions, and sign-up links together to answer potential customer inquiries, solve problems, and promote your product or Your service as the preferred solution.
Contact Us Page
For many small businesses and freelancers, the contact page serves as the main driver of a website. This is usually their bread and butter and how these companies make money. Whether your company has a contact form, calendar planner, appointment booking app, phone number or email address, this is where future customers make the decision to contact a company representative to learn more about the products and services .
How to optimize a website
The general framework for optimizing your website for conversions is the same on your homepage, info page, blog, and contact page. There are two simple goals for each page, and the specifics of optimizing those pages result from these goals.
The first goal is all about the user and the second is all about you. Here we go:
Provide the information that the user is looking for.
Remember, we focus on the user. Why are they on the page from the start? To answer this question effectively, let’s dive deeper into some facts that we’d like to know first:
- Where are you from? The idea here is to understand how the user got to your website so that you can serve relevant content.
- Are they from a search engine? (If so, what were they looking for to find you?)
- An email? (What kind of email? Who sent it?)
- A recommendation on another website? (What website was that? How long has it been pointing to your URL?)
- What do you need to know? A single page can provide a limited amount of information, so you need to determine what that information will be. You want them to know something so that they can do something (which is covered in the next question). Remember: less is more on a website. The more information you load on your main pages, the less likely the user will remember it. Give them less and they will be more likely to remember – and do – what you want them to do.
Pro tip: Use visual elements like explainer videos, diagrams, hero shots, etc. to bring a lot of information together on a single page. To get the most out of your pictures, be sure to properly optimize your pictures and videos.
Once you’ve answered the question of what the user is looking for, you’re halfway there. That brings us to question two.
Once the user finds the information, identify a destination for the user.
Now you need to ask the user to do something. This is where most of the pages fall short. One of the critical components of a website is its call-to-action (CTA), and many website owners don’t realize that every single page on a website should contain at least one CTA.
The point of a home page or product page is not that the user visits and leaves it. Content marketing is not about user intake, but about user marketing. If you keep just one thing from this article, it should be that every website needs a CTA.
Why am I so insistent? Because every bit of knowledge you share on your website requires a response. So what should the user do? Are you visiting another page on your website? Watch a video? Fill in a form? Sign up for a free trial? Some or all of these may become your target for the user. Just make sure you give him an option or two per page that are clearly defined.
Examples of website optimization
Example of an optimized website homepage
The HubSpot homepage is well designed and houses a clear CTA, front and center. A user is on the HubSpot homepage for a reason, and maybe that reason is to grow their business. The headline addresses the question “What am I looking for?” and the CTA buttons tell me, the user what to do next.
Now let’s see what HubSpot has in front of it on the Info page.
Example of an optimized website info page
A user can click on the About page for a variety of reasons. A few could be:
- You want to find out what exactly the business is doing.
- You want to work for the business.
- You want to make sure the business is legitimate.
- You want to see if the company caters to a specific niche or location.
- You want to analyze the company’s success.
I could go on and on. There are a ton of reasons that could bring a user here, but all of them boil down to a desire for information. Let’s see what HubSpot does. Here is the company’s About page:
The user is likely to want to know the information about the company and in response can scroll the page to learn more about the mission, history, and products.
Along the way, the user wants more detailed information, which means the CTAs need to get more specific in order to guide them to that information. The more detailed and detailed the information, the more detailed the CTA becomes. Halfway down the page, I see a video about the HubSpot story with CEO Brian Halligan.
There is more. There is a content block for every HubSpot product, including CRM, hub, and integrations. I can click on any of these options to learn more about those that can help my business grow.
Finally, regardless of how far down the page I scroll, the sticky header menu has an orange CTA that allows me to get HubSpot for free.
This is an example of an About page that has been optimized to increase engagement, increase conversions, and improve the brand. The page is about both the user and the company itself as the user gets value along the way.
Example of a streamlined website blog page
While the HubSpot blog is one of the most popular digital publications, there are still some handy uses that you can use to tweak your own blog page if you have a smaller following. Although there are several articles for a visitor to choose from on a wide variety of topics, you’ll notice certain CTAs inviting users to sign up for the blog newsletter, download a report, explore more topics, and finally join their interesting blog subscribe to .
Distribute the CTAs on your blog home page for a more natural approach. As readers scroll, you don’t want them to be bombarded with the next few steps, but you don’t want them to wonder what to do next. Balance the user experience on your blog with a sticky header CTA and one or two primary CTAs.
Example of an optimized website contact page
Granted, HubSpot uses its contact page a little differently than you might use yours. While a contact page can be the ultimate destination of your visitors, HubSpot optimizes product and landing pages to attract leads and signups for specific products on offer.
However, there is still the option for a potential customer to join the sales pipeline via the contact page. HubSpot includes a sales line, customer support and a chatbot to bring users to the best point of contact.
For customers, new employees or candidates who apply with the company, you will find the addresses and telephone numbers of the worldwide branches. Similar to the other three pages, the stick-header menu includes a CTA to log into HubSpot for free.
Tips for optimizing each page
Now that you have a framework for optimizing your pages and a few examples, here are some more specific tips to help you optimize each of the four most important pages.
1. Home page
- Use a large headline and focus on the most important information. A homepage can allow several different CTAs – make it easy for the user to choose by clicking the CTA buttons large and easy.
- Provide flow. Make it clear where you want the user to go and what to do next.
- Make the navigation menu clear. Often times, a visitor uses the home page to find out where they want to go on the website. For this reason, you should make the navigation menu very clear.
2. About the page
- Provide the most important and relevant information “above the fold”. The user is on your about page for a reason – answer their question (s) without scrolling.
- Add at least one CTA. Remember, most people aren’t just looking for more information, they’re looking for a deeper level of engagement.
- Organize the information on your blog clearly and make sure the information is appropriate for the reasons users might have on your blog. Most users want to read the latest articles, so make them available. You can also arrange categories on the blog home page, such as: B. “newest”, “most popular” or other forms of categorization.
- Add CTAs that will make it easier for the user to subscribe to the blog, download a free resource, etc. Even if the user has come for information, you want them to be engaged and connected. (Click here for 8 types of CTAs to try on your blog.)
- Provide CTAs in the core design of your blog so that they appear in every single blog post. In my experience, most blog visitors use organic search to land on individual blog articles instead of landing on the “home page” of your blog. To motivate these users, place CTAs in the sidebars, footer, and other places. (Learn how to choose the perfect CTA for any blog post here.)
4. Us contact page
- Place the information the user is looking for above the window – an email address, phone number, contact form, card, mailing address, and so on. Of all four of these web pages, the contact page implies the most detailed intent of the user.
- Use CTAs that allow the user to contact you easily (which is probably why they came to your contact page). Make the CTA really obvious and engage them by instantly satisfying their intent using CTA texts like “Chat Now” or “Email Now”.
Ask the user to act on your content
As a website owner, you are not only into disseminating information, but also asking for an answer. To target your visitors and increase conversions on your website, you can optimize pages like a pro: look at your most visited pages, understand the reasons for the visitors, give valuable information and ask them for countermeasure . Regardless of your most visited pages or even the type of website you have, you can create more engaged users with this optimization framework. Give it a try – use the checklist below to get started.
Editor’s note: This post was originally published in December 2014 and has been updated for completeness.