Optimize the Most Important Pages on Your Website

How To:

The Most ImportantPages on Your Site

Who We Are

Jenika ScottChannel Marketing Managerjenika@hallme.com• Twitter @jenika29• Ext. 109

Hall Internet Marketing Solutionswww.hallme.com• 12 Years in Business• Twitter @Hall_Web

Got Questions?

• Use GoToWebinar “Ask a Question”

• Twitter with @hall_web

About You:

What You'll Learn: Which pages you should pay attention to most

How to optimize the most popular pages on your site

How these changes effect a research-oriented site visitor

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 work better for its visitors

The Most Important Pages

• Home Page• About Us• Contact Us

Some StatsUsing a sample of 50 (mostly) B2Bs in the last month:• 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

* In-Page Analytics in beta (Google Analytics)

First things first – Home Page

• Navigation• Filtering• Converting• Don’t overwhelm• Organize• Simplify• User priorities

Example – Home Page

Navigation

Filtering

Items of Interest

Trust Building

Clean, simple, easy

Good About Us PageIncludes:• Company history – how long have you been around?• Company description – what do you do?• Who do you work with?• What is your mission?

Better About Us PageAlso includes:• Staff images and bios• Contact information• Link to next step - Contact us• Awards Received• Events presented/spoken at• Testimonials/Client Logos• Social media profiles• Case Studies• Recent Projects• Personality

Example – About Us

Example – About Us continued

And the Mighty Contact Us Page

Must haves:• Telephone Number• Email Address• Fax Number• Physical Address

Image Credit: http://www.infinityfish.com

Why would they navigate?

• How do I get there?• Who should I talk to? (For sales, customer service, billing, etc.)• I want them to call me• I want more information• Do they service my area?

Contact Us Page – Make it EasyShould Also Have:• Short contact form• Individual contact information (to reach the best department)• A map/simple driving directions• Hours of operation• Social media contact information• Instant message contact information• Service area

Image Credit: http://www.eagleyetech.com/law_enforcement_training.htm

More than 1 Location?

• List each physical location• Corresponding telephone numbers• Google Places profile for each

Example – Contact Us

Instant chat contact

Phone contact

Physical Locations

Email contact

Conversion w/ filter

Conversion w/ filter

Request Feedback

Conversion w/ filter

Oops! 404 Pages• Typed in wrong URL• Old bookmarked link or search engine link• Broken internal link• Set up Custom 404 Page• Be user friendly, be nice!• Link to a site map/home page• Search site option• Navigate to important pages to the user• Be helpful

Recap

• Review your home page• Where are you filtering your traffic?• How are you converting them?• Is the page organized?

• Review your about us page• Are you using images for your staff?• Does the page reflect your company culture?

• Review your contact page• Do you have a simple web form?• Are you offering multiple ways to contact?

• Don’t forget 404s!

Questions

Learn MoreFollow Hall: @Hall_WebFollow Jenika: @jenika29

• Blog - http://www.hallme.com/blog• Webinars – http://www.hallme.com/webinars• Next week – Coming Up With Blog Topics• In 2 weeks – Selecting a CMS that is Right for Your New Website• Check out Hall’s archived webinars! http://www.hallme.com/archived-webinars

Call us! 1-877-425-5932 (HALL-WEB)jenika@hallme.com