While all of the pages on your website are important, some are more important than others in terms of conversions. Let’s take a look at the four most important web pages to optimize for conversions that will also improve your position in SEO results.
Home Page
Your homepage offers users their first impression of your brand—everything from the design to the content should reflect your brand voice, image, and message.
To optimize your home page, consider accessibility in design. Is the text in high contrast to the background? Do images have alt tags? It’s critical that your website be easy to interact with. Your design should include headings with keywords to break up the text, images to engage site visitors, and video, if available.
Next, ensure that your headings and content immediately address why the site visitor is there. In other words, what do you provide that addresses a pain point they’re experiencing? Your initial page content should logically lead to a call to action—above the fold (visible without scrolling).
It’s tempting to throw everything you have onto your home page, but don’t do it. The home page is the introduction to your business and leads the site visitor on a journey through your site. To that end, ensure your navigation menu is clear and easy to follow.
About Us
Whether you call the page “About Us,” “Meet Our Team,” or something similar, the page that describes your business and introduces your team is another critical page for encouraging conversions.
The About Us page allows site visitors to learn more about your company. It highlights your authority and expertise, which is critical for Google’s E-E-A-T. Optimize for conversions by introducing your mission statement, vision, values, and company history (if relevant). Design your call to action on this page to drive deeper engagement and lead users to relevant service or product pages.
Blog
Blog web pages are great places to add updated content to your site on an ongoing basis. Be sure to target relevant keywords throughout your posts, add internal links to product or service pages, and include calls to action on each post as well as on the main blog page. This will help with SEO results as well as user experience.
Posts should solve a problem your customers or clients may be experiencing or answer a question they may have and offer solutions, including your service as the preferred solution.
Contact
Your contact page is a major place for gathering leads. It should include a contact form, a map of your business location, mailing address, telephone number, email address, and any other methods you prefer for customer contact (some businesses have dedicated text lines).
Calls to action should be directed at contacting your company for more information, to set an appointment, or to ask a question.
Need help optimizing your site for conversions? Contact Page One Digital. We offer solutions for all of your digital marketing needs.
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