3 Tips to Make Every Page of Your Website Count


 

With uncertain times making the marketing landscape increasingly challenging, your website has to work harder than ever.

Here are three tips for making every page of your website count.

1. Create an all-access website.

You may think of your homepage as the front door of your business, but today’s online customer is more likely to enter through a side door, like search, social media or email.

You can’t count on website visitors to follow the old path of homepage to category page to product page. They’re much more likely to begin in the middle. With the homepage seeing less traffic, the content of each page is more important. Plus the ideal page would lead them to other important information on your site.

 

New Horizons RV

New Horizons Example Screenshot

Paid search and remarketing ads use specific language and images that match this landing page, which includes several links to other pages on the site. A call to action at the end encourages visitors to contact the company.

The bounce rate of 52.37% means over half the people who visited this landing page clicked through to another page.

 



2. Adapt to new browsing patterns.

People are also more likely to hang around in one spot than to hop from page to page.

Because they searched for a product or clicked on a link in a social post or email, you know they’re interested in something in particular.

They're also more likely to use a mobile device, which makes it easier to read one long page than multiple short ones. That equals fewer pages per visit but more time on single pages. So don't be afraid to bulk up on quality page content.

 

Hornady® 300 PRC

Hornady example screenshot

The 300 PRC cartridge overlaps two product lines. A landing page showcasing gun manufacturers, videos and testimonials informs hunters and the media, and provides a destination for users clicking through from an awards press release and social posts.

A one-year overview of Google Analytics shows 2:31 average time on this product line page.

 



3. Use landing pages to convert.

With side entry, you need to tell your whole story — give your entire sales pitch — on the single page a user lands on before they hop back to Google, Facebook or wherever they started.

Landing pages need to be self-contained, piquing visitors’ interest, summarizing the benefits of your product and telling them what to do next — all in one convenient location.

Always include a clear call to action. Clicking that “Add to Cart,” “Buy Now” or “Find a Retailer” button converts visitors into customers.

To make every page of your website count, treat it like a landing page — whether it was designed to support a particular campaign or not. You’ll always have strong sales messaging and a clear call to action in front of every customer — no matter how they got to your website or on which page they landed.

 

Christenson Cleaning & Restoration

Christenson example screenshot

Visitors accessing this landing page from paid search ads encounter a coupon with countdown timer.

The simplified sales points and convenient contact form drive conversions on this landing page.

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About the Author.
Working in Web Design + Direction, Anthony is focused on creating websites that build brands, meeting goals and delight users.