The Most Important Parts of Your Website and How to Optimize Them

What I’m about to describe in this article has the potential to improve your site (and your business results) dramatically with just a few, critical changes.

Through my consulting I help businesses get better results online. I’m all about low hanging fruit; about undertaking the easiest tasks that will have the biggest results. A part of it is to optimize websites because before we start talking about digital transformation, the newest social media strategies or how you want to change the world with your products, sometimes we need to go to the basics. Some of the pages on your website are more important than others. You may say that is obvious... but I'm surprised how few people actually apply this knowledge to their websites to improve conversions and sales.

First and foremost, a site must be optimized for the user - while also keeping SEO and CRO in mind (search engine and conversion rate optimization). Every website is different, but generally speaking, here are the four most important (and most-visited) pages on a website:

1. Home Page
2. About Page
3. Blog
4. Contact Us Page

How to optimize each one of these pages:

1) Home Page

• Use a big headline, and place the most important information front and center.
• Provide flow. Make it obvious where the user is supposed to go and what they are supposed to do next.
• Make your CTA *) as big and obvious as possible. A home page may allow for several different CTAs - make it easy for the user to choose by making CTA buttons large and easy to click. Oftentimes, a user uses the home page as a way of finding where on the site she wants to go. For this reason, you should make the navigation menu very clear.

*) CTA = In marketing, a call to action (CTA) is an instruction to the audience designed to provoke an immediate response, usually using an imperative verb such as "buy here" "call now", "find out more" or "visit a store today".

2) About Page

• Deliver the most important and relevant information above the fold. The user is on your About page for a reason. They want to know about you and why you are doing what you do. Give them answers ideally without making them scroll.
• Include at least one CTA. Remember, most people aren’t just looking for more information; they're seeking a deeper level of engagement.

3) Blog

• Organize information on your blog clearly, and make sure that information satisfies the reasons users might be on your blog. Most users will want to read the most recent articles, so provide these. You may also want to organize categories on the blog home page, such as “most recent,” “most popular,” or other forms of categorization.
• Include CTAs that make it easy for the user to subscribe to the blog, download a free resource, and so on. Even though the user came to get information, you want them to get engaged and connected.
• Provide CTAs in the core design of your blog so they appear on each individual blog post. In my experience, most blog visitors land on individual blog articles through organic search, instead of landing on your blog's "home" page. To get these users engaged, put CTAs on the sidebars, in the footer, and other places.

 4) Contact Us Page

• Put the information they’re looking for above the fold - an email address, phone number, contact form, map, mailing address, and so on. Of all four of these webpages, the Contact Us page implies the most detailed level of intent on the part of the user.
• Use CTAs that allow the user to contact you easily (since, presumably, that's why they came to your Contact Us page). Make the CTA really obvious, and engage them by gratifying their intent instantly, using CTA copy like ”Chat now!” “Email now!”.

In conclusion, this is how to optimize pages like a pro: Look at your most visited pages, figure out why users are there, give them what they want, and ask them for an action in return. Regardless of your most-visited pages or even the nature of your website, you can create more engaged users.

Daniela Killus is an Internet Marketing Strategist and the founder of Killus Marketing Consulting. She has a strong, global reputation for marketing brands in such a way that is conducive to boosting sales and profits. She has a gift for examining businesses and figuring out how to bring them to the next level through the strategic use of online marketing.

You need help with your online marketing to get more people to buy your products? At Killus Marketing Consulting we deal with that on a daily basis and we have been doing this for many years for hundreds of companies. Get in touch. Schedule your Free Discovery Call here:

To Your Success,

Daniela Killus