Which Part of Website Design Did You Focus On?
Question: When you first set-up your website, where was your focus? Was it on the website design and layout, the graphics, the content or the visitors?
Answer: Chances are pretty high you didn’t think about the visitors much or at all.
You’re not alone.
As I prepare to upgrade my website, I’m discovering some critical aspects of website design I’ve completely ignored. And the bottom line is I don’t want to commit the same mistakes moving forward.
I’ve long understood the hub and spoke concept of sending and generating traffic back to my website through SEO, organic traffic, social media, my e-newsletter, and through other distribution methods.
What I’ve totally ignored is a process for visitors once they arrived on the site.
Why is this important?
It is important because most visitors will come to your site either through a link to your blog post or through organic traffic and never return. Yes, that’s right. One visit.
Maybe they got some value from your blog post.
Maybe they saw a short video that was entertaining.
A few of them will like what they read and will sign-up for your email newsletter.
But, the probability of them revisiting your site is as remote as you and I visiting Mars.
In other words, you’ve got one shot to capture your visitors and turn them into leads and that is it.
I have an email opt-in and include call-to-actions in all of my blog posts. But I didn’t really consider what actions I wanted my website visitors to do after they were finished with the blog post. That wasn’t smart.
I am giving my visitors limited opportunities to interact on my website. Very limited. That’s not a good thing.
Spending time creating and distributing content is work. I need a system that optimizes each and every person who takes the time to visit my website.
I bumped into some Hubspot research that uncovered an interesting fact.
“Businesses with 30 or more landing pages generate 7X more leads than websites with 5 or fewer pages.”
If you’re like me, you have one of those slap-myself-in-the-forehead moments when you read something so obvious that you’ve completely ignored. Hello!
I definitely want to generate more leads through my website and, most importantly, to capitalize on the traffic I’m already generating. How can I give visitors more opportunities to become email subscribers?
So I started doodling around and this is a draft of my future website design.
I’ve added more pages, more content and each new page leads to free or paid product offerings. These, in turn, lead to email opt-ins (purple boxes).
This doodling has also made me realize I need to do a much better job of using my blog posts as lead-ins to my product pages. Simple calls-to-action are not enough.
Another advantage to this website makeover is each new page will represent added SEO potential with the potential for generating additional organic traffic.
I’ve got some more doodling to do before I take the plunge, but I’m getting close. For instance, I want to work on the product pages and figure out how to move visitors from one product option to another.
And when I start to work with the designer, I’m certain they will have more ideas as well.
So, how does your website design compare?
Are you ready for a website redesign?
What steps could you take to capture more of your visitors?
You should share your insights and thoughts below in the comments section. I’d love to hear your ideas. Who knows? Maybe I could use them?