6 Easy Steps to Perfect Webpage Structure
In our last SEO related blog post, one of our "do's" (that can get you onto page 1 of Google searches) was to structure your pages well. Given the amount of requests we go on what that actually means, we thought a blog post was in order. (Your wish is our command, dear reader!)
In order, here are our steps for creating your perfect pages. To illustrate, we're using our recently created and brilliantly googling pages created for our friends at Broomwagon Tours.
1. Define each pages purpose
What is your page about? Where should I go next? One page, one goal. This page clearly addresses the user need that would lead a viewer here and then clearly states their support for that aspiration.
2. Include a compelling visual
According to 3M, our brains process visual content and imagery 60,000x faster than text! For someone considering a bike ride worthy of support, an exotic and challenging local sets the tone and the image of the fit bikers leg provides additional inspiration that helps the viewer visualize themselves taking and conquering this challenge.
3. Use clear headers
Within 3-5 seconds of arriving on your page, a visitor judges your content and decides whether or not they want to stay there. How can you define yourself quickly? In this case, our client hypothesizes that the buyer was already in the consideration stage for addressing this need and wanted to them a header that would move them along into the next stage, decision by offering a bold statement that connected without being 'salesy'.
4. Place calls-to-action above the fold
According to Nielsen-Norman Group… Web users spend 80% of their time looking at the information above the fold. Use that space to entice them to scroll, but don’t try to pack your entire page up there!
5. Use CTAs that are relevant to your buyer personas, and use multiple, if necessary!
Since the Broomwagon team have a given amount of time, the call to action about availability is both a way to test the above buyers journey hypothesis about being ready, as well as a way to provide key information to visitors. In future updates, we can play with different CTAs to see if more information is of more use to our visitors for any given campaign.
6. Implement responsive design
2014 was the year that mobile searching outpaced desktop, according to our friends at Mobile Marketing Statistics. Using responsive design means one doesn't have to have different templates for different device sizes - rather the design will be optimized based on the available screen size and the most important data.
All sensible, all easily actionable... now that wasn't so hard, was it? Revisiting your site pages should be a fun experience that you do regularly to tweak and see what works and which customers it brings you.
But the website is but the starting point... care to discuss other aspects of your inbound marketing with us? If yes, just push the button below. We'd love to hear from you.