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How to Optimize the
Most Important Pages
    on Your Site
Who we are

         Hall Internet Marketing
         www.hallme.com
         13 Years in Business
          Twitter @Hall_Web
Dave MacElhiney
Hall Internet Marketing
Director of Client Services
Dave@hallme.com
@davemacportland
About You
You have a website and want to improve
navigation



You want to make the best use out of the pages
with the heaviest traffic



You want your website to work better for its
visitors
What We’ll Discuss
Which pages you should pay attention to
most



How to optimize the popular pages on your site



How these changes effect a research-oriented
site visitor
Got Questions?

• Use GoToWebinar “Ask a Question”
• Twitter with @hall_web
• Email dave@hallme.com
The Most Important
     Pages?
Home Page


About Us


Contact Us
Some Stats
• 98% - The Home page was first, second
   or third most visited page on the website

• 86% - The Home page was the #1 most
  visited page on the website

• 58% - The About Us page was in the
  top 10 most visited pages

• 68% - The Contact Us page was in the
  top 10 most visited pages
Know your audience
 • What do they need?

 • What are their pain points?

 • What do they care about?

 • What do they like?
3 Types of Users
 • Researchers

 • Buyers

 • Current Customers
Home Page
Home Page Uses
 •   Navigation

 •   Filtering

 •   Converting
Home Page Elements
 • Don’t overwhelm

 • Organize

 • Simplify

 • User priorities
FOR EXAMPLE

Customer




Purchaser




Researcher
FOR EXAMPLE

Customer




Purchaser




Researcher
FOR EXAMPLE




Purchaser


Customer


Researcher
About Us Page
About Us Uses
 • Your Calling Card

 • Who You Are

 • Can I Trust This Company?

 • Show Some Personality/Culture
About Us Elements
 • Company history
    – how long have you been around?

 • Company description/mission?
    – what do you do?

 • Who do you work with?

 • Who are the people?
How to Optimize the Most Important Pages on Your Site
How to Optimize the Most Important Pages on Your Site
How to Optimize the Most Important Pages on Your Site
Some Personality/Culture
Even if you are afraid of
        Zombies!
Contact Us
Contact Us Uses
 • How do I get there?

 • Who should I talk to?
     - For sales, customer service, billing, etc.

 • I want more information

 • Do they service my area?
Contact Us – Make it
Easy contact form
 • Short

 • Individual contact information

 • A map/simple driving directions

 • Hours of operation
Contact Us – Make it
Easy media contact information
 • Social

 • Instant message
   contact information

 • Service area
FOR EXAMPLE
FOR EXAMPLE
FOR EXAMPLE
Wait! Don’t Forget Local
        Search!
More Than 1 Location?
 • List each physical location

 • Corresponding Telephone
   Number

 • Secure Google, Yahoo Bing Profi
Bonus Round!!!!
Oops! 404 Pages
 •   Typed in wrong URL

 •   Old bookmarked link or search
     engine link

 •   Broken internal link

 •   Be user friendly, be nice!
Oops! 404 Pages
 •Link to a site map/home page

 •Search site option

 •Navigate to important


 •Be helpful
Set up Custom 404 Page
Set up Custom 404 Page
Set up Custom 404 Page
Let’s Recap…
4 Most Impo rtant Pages
 • Home Page

 • About Us

 • Contact Us

 • 404 Redirects
• Know the Users

• Be Honest and Open

• Be Helpful

• Show Some Personality
Questions?
Learn More
Twitter:      @hall_web
              @davemacportland

• Blog – http://www.hallme.com/blog/
• Webinars – http://www.hallme.com/webinars

    •   9/18 - Getting Found and Optimizing for Local Search

    •   10/2 – What are Businesses Supposed to do with Google +

    •   Archived webinars - http://www.hallme.com/archived-
        webinars

dave@hallme.com


           Download our free eBook: http://bit.ly/hall-ebook
Thanks!


  Fine Print: All images fall under CC licenses. Thank you to the owners- you rock!

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How to Optimize the Most Important Pages on Your Site

Editor's Notes

  1. We are 13 year old technology enabled interactive marketing agency and Maine's largest. We help b2b companies and retail companies sell more through online, social and mobile by creating and executing their strategic marketing plans in online, social and mobile marketing. Our services include Web and Mobile Design and Development, Native App Development, Search Marketing, Interactive Advertising, Social Media, and Mobile Marketing. Our team of Internet Marketing experts, powered by our proprietary data collection platform, are able to quickly and easily track, test and validate marketing opportunities.
  2. An embracer of chaos, technology and the creative process all served with a side of Maine Micro Brew and chicken wings.
  3. Talk about GA.
  4. Understand the pathways they will follow Researchers: FAQ, Product Comparisons, Demos, Blogs, Webinars, Trust indication logos, Staff images Purchasers: Contact Information, E-Commerce, Testimonios, Specials and Promos, Free Trial, Value Add items, Request More Info Current Customers: News, How to Videos, FAQ, Support, Training, Blog, White Paper
  5. Telephone Number Email Address Physical Address
  6. Telephone Number Email Address Physical Address
  7. Telephone Number Email Address Physical Address
  8. Telephone Number Email Address Physical Address
  9. Telephone Number Email Address Physical Address
  10. Telephone Number Email Address Physical Address
  11. If you ’re interested in learning more follow us on Twitter and check out our blog, or one of our upcoming or archived webinars. And sept. 18 Katie our local search expert will tell us all about getting found and optimizing for local search. You can also download our free ebook which is available via the link below and on our home page. Thanks for watching everyone and have a great afternoon!