As the cornerstone of your business, your website is your first chance to make not only a good impression, but a lasting one as well. Fueled by your outbound content, social media channels, and digital advertising, visitors ultimately convert to customers, making final purchasing and conversion decisions based on how well you capture and retain their interests.
From compelling brand design to targeted content and SEO optimizations, your website’s success depends on your continued improvements to its core structure, meaning it’s never too late to examine and optimize your website strategy. In this article, we’ll discuss the top five pages for your website and what you can do to ensure your website’s continued success.
As the most obvious starting point, your home page tells a story about your company long before visitors read your bio. It’s the first page every visitor sees, meaning it’s the first (and potentially last) chance for engagement based on their experience. Consequently, your home page is the first and most important page according to Google, as its consideration and understanding of your website’s purpose is crawled via your home page.
For this reason, you want to ensure your home page is paired with a strong design element, whether that be a visually striking image, an engaging and interactive animation, or your brand colors arranged in such a way that they complement the color your chosen text. No matter what, your goal is first and foremost to grab your visitors’ attention, expressing the purpose of your website as concisely and efficiently as possible. However, always remember that when it comes to design elements, less is often more. Don’t be afraid to experiment, but keep things minimalistic for the best results.
Not surprisingly, your About page ranks as the second most important page of your website, giving visitors a clearer understanding of what your company represents. Should users be further interested in what your company has to offer, they’ll likely find themselves here, learning more about your past achievements, your present offerings, and your future goals. If put together correctly, your About page can very well leave a lasting impression on potential customers, acting as a “soft sell” based on posted content.
That being said, it’s important not to overdo it when it comes to “selling” yourself to potential customers here. Instead, try and focus on what makes your company unique, the experience you have in your chosen business or field, and the value you’d provide to potential clients. As above, use this page to talk about your accomplishments, listing the history or events that led your company to where it is today. In other words, while your home page is designed to get users interested in your company, your About page should give them a reason to trust you.
Once a visitor has learned more about your company and liked what they’ve learned, they’ll be looking for a way to reach out to your team. This is where your Contact page comes into play. Ensure yours is prominently visible and accessible. After all, you don’t want to lose out on any opportunities to convert.
Likewise, given that any user on your Contact page is already interested in speaking with you, be sure to make that experience as easy as possible. This can include adding personal elements to your copy, testimonials, etc. Not only does this make your Contact page more visually appealing, but it helps to build additional trust as well. Most importantly of all, your Contact page should always include more than one contact option. While it’s fine to focus on one particular form of contact, such as an email box, you’ll want to include a phone number and chat box to ensure the best possible user experience.
While your Home page is focused primarily on capturing interest, and your About and Contact pages serve to stoke and convert that interest into opportunities, it’s safe to say that your Blog page does the work of all three. Not only does it give users more insight into your expertise, but it inevitably helps drive them towards a final decision. Product spotlights drive more traffic to your campaigns, and rich, organic content helps to identify key scenarios where users and companies would benefit from your services.
For this reason, make sure to keep your blog regularly updated, with your best content posted at least twice a week. Furthermore, ensure that every post you make shows off your brand’s authority in the industry, telling a little more about your brand in the process. Your goal is to persuade your readers towards a conversion, ultimately increasing your blog’s importance to your search ranking through continued development.
Last but not least, your Checkout/Conversion page serves as a finalization of the customer, buyer, or user journey through your website. If you’re not in the business of eCommerce, then the equivalent form of this page would be an optimized landing page designed to convert. While Google won’t care much about this page, it’s important to remember that your users will. After all, they’re already interested in buying from you or forming a partnership, so be sure to make that process as seamless and familiar as possible, with a design that’s easy to navigate.
So, there ya have it, a quick guide to the five most important pages of your website. While they certainly rank the highest, remember that they’re not the only pages you should focus on, as you can and should keep all your other pages as optimized as possible.
That being said, should you find yourself curious to know more about website optimization for Google Search, we’d love to help! As an award-winning, ROI-focused digital marketing agency and Google Premier Partner, we excel at helping worldwide clients increase web traffic, achieve higher organic rankings, and utilize paid search campaigns for maximum return on ad spend.
Contact VELOX Media to learn more about how we can optimize your website for conversions today.