Optimize the Most Important Pages on Your Website


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We all know that your home page is usually the most visited page on your website, but some people are unaware of how many people are visiting your About Us page. Are you missing opportunities by not thinking strategically about your About Us page? Most websites also have a Contact Us page, is yours as effective as it can be? In this presentation we discussed the three most visited pages on your website: your homepage, about us page, and contact us page and how to best optimize them for usability, conversions, and building relationships.

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Optimize the Most Important Pages on Your Website

  1. 1. How To: The Most Important Pages on Your Site OPTIMIZE O
  2. 2. Who We Are <ul><li>Jenika Scott </li></ul><ul><li>Channel Marketing Manager </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter @jenika29 </li></ul><ul><li>Ext. 109 </li></ul><ul><li>Hall Internet Marketing Solutions </li></ul><ul><li>www.hallme.com </li></ul><ul><li>12 Years in Business </li></ul><ul><li>Twitter @Hall_Web </li></ul>
  3. 3. Got Questions? <ul><li>Use GoToWebinar “Ask a Question” </li></ul><ul><li>Twitter with @hall_web </li></ul>
  4. 4. About You: What You'll Learn: <ul><li>Which pages you should pay attention to most </li></ul><ul><li>How to optimize the most popular pages on your site </li></ul><ul><li>How these changes effect a research-oriented site visitor </li></ul><ul><li>You have a website and want to improve navigation </li></ul><ul><li>You want to make the best use out of the pages with the heaviest traffic </li></ul><ul><li>You want your website work better for its visitors </li></ul>
  5. 5. The Most Important Pages <ul><li>Home Page </li></ul><ul><li>About Us </li></ul><ul><li>Contact Us </li></ul>
  6. 6. Some Stats <ul><li>Using a sample of 50 (mostly) B2Bs in the last month: </li></ul><ul><li>98% - The Home page was first, second, or third most visited page on the website </li></ul><ul><li>86% - The Home page was the #1 most visited page on the website </li></ul><ul><li>58% - The About Us page was in the top 10 most visited pages </li></ul><ul><li>68% - The Contact Us page was in the top 10 most visited pages </li></ul>* In-Page Analytics in beta (Google Analytics)
  7. 7. First things first – Home Page <ul><li>Navigation </li></ul><ul><li>Filtering </li></ul><ul><li>Converting </li></ul><ul><li>Don’t overwhelm </li></ul><ul><li>Organize </li></ul><ul><li>Simplify </li></ul><ul><li>User priorities </li></ul>O
  8. 8. Example – Home Page Navigation Filtering Items of Interest Trust Building Clean, simple, easy
  9. 9. Good About Us Page <ul><li>Includes: </li></ul><ul><li>Company history – how long have you been around? </li></ul><ul><li>Company description – what do you do? </li></ul><ul><li>Who do you work with? </li></ul><ul><li>What is your mission? </li></ul>
  10. 10. Better About Us Page <ul><li>Also includes: </li></ul><ul><li>Staff images and bios </li></ul><ul><li>Contact information </li></ul><ul><li>Link to next step - Contact us </li></ul><ul><li>Awards Received </li></ul><ul><li>Events presented/spoken at </li></ul><ul><li>Testimonials/Client Logos </li></ul><ul><li>Social media profiles </li></ul><ul><li>Case Studies </li></ul><ul><li>Recent Projects </li></ul><ul><li>Personality </li></ul>O
  11. 11. Example – About Us
  12. 12. Example – About Us continued O
  13. 13. And the Mighty Contact Us Page <ul><li>Must haves: </li></ul><ul><li>Telephone Number </li></ul><ul><li>Email Address </li></ul><ul><li>Fax Number </li></ul><ul><li>Physical Address </li></ul>Image Credit: http://www.infinityfish.com
  14. 14. Why would they navigate? <ul><li>How do I get there? </li></ul><ul><li>Who should I talk to? </li></ul><ul><li>(For sales, customer service, billing, etc.) </li></ul><ul><li>I want them to call me </li></ul><ul><li>I want more information </li></ul><ul><li>Do they service my area? </li></ul>
  15. 15. Contact Us Page – Make it Easy <ul><li>Should Also Have: </li></ul><ul><li>Short contact form </li></ul><ul><li>Individual contact information </li></ul><ul><li>(to reach the best department) </li></ul><ul><li>A map/simple driving directions </li></ul><ul><li>Hours of operation </li></ul><ul><li>Social media contact information </li></ul><ul><li>Instant message contact information </li></ul><ul><li>Service area </li></ul>Image Credit: http://www.eagleyetech.com/law_enforcement_training.htm
  16. 16. More than 1 Location? <ul><li>List each physical location </li></ul><ul><li>Corresponding telephone numbers </li></ul><ul><li>Google Places profile for each </li></ul>
  17. 17. Example – Contact Us Instant chat contact Phone contact Physical Locations Email contact Conversion w/ filter Conversion w/ filter Request Feedback Conversion w/ filter
  18. 18. Oops! 404 Pages <ul><li>Typed in wrong URL </li></ul><ul><li>Old bookmarked link or search engine link </li></ul><ul><li>Broken internal link </li></ul><ul><li>Set up Custom 404 Page </li></ul><ul><li>Be user friendly, be nice! </li></ul><ul><li>Link to a site map/home page </li></ul><ul><li>Search site option </li></ul><ul><li>Navigate to important pages to the user </li></ul><ul><li>Be helpful </li></ul>
  19. 19. Recap <ul><li>Review your home page </li></ul><ul><ul><li>Where are you filtering your traffic? </li></ul></ul><ul><ul><li>How are you converting them? </li></ul></ul><ul><ul><li>Is the page organized? </li></ul></ul><ul><li>Review your about us page </li></ul><ul><ul><li>Are you using images for your staff? </li></ul></ul><ul><ul><li>Does the page reflect your company culture? </li></ul></ul><ul><li>Review your contact page </li></ul><ul><ul><li>Do you have a simple web form? </li></ul></ul><ul><ul><li>Are you offering multiple ways to contact? </li></ul></ul><ul><li>Don’t forget 404s! </li></ul>O
  20. 20. Questions
  21. 21. Learn More <ul><li>Follow Hall: @Hall_Web </li></ul><ul><li>Follow Jenika: @jenika29 </li></ul><ul><li>Blog - http://www.hallme.com/blog </li></ul><ul><li>Webinars – http://www.hallme.com/webinars </li></ul><ul><li>Next week – Coming Up With Blog Topics </li></ul><ul><li>In 2 weeks – Selecting a CMS that is Right for Your New Website </li></ul><ul><li>Check out Hall’s archived webinars! http://www.hallme.com/archived-webinars </li></ul><ul><li>Call us! 1-877-425-5932 (HALL-WEB) ‏ </li></ul><ul><li>[email_address] </li></ul>