Hardly a company website is made up of just one page, right? The vast majority of them are organized into a series of pages or internal sections – such as ‘home’, ‘about’, ‘contact’, ‘blog’, ‘products’, for example. The possibilities are numerous, it all depends on the segment and visual identity of the brand. But did you know that within this organization there are pages that are more important than the others? It seems obvious, but not everyone knows this, so it’s worth reinforcing.
After all, with this in mind, it is possible to optimize a website so that it is more friendly to those who come to it and answer the main questions of that potential customer more quickly. We always emphasize here that companies that provide a visitor with the answers he is looking for take the lead when it comes to winning him over, right? The theme of our article today is closely linked to this.
What Are the Most Important Pages on a Website?
As we indicated above, websites do not always have the same structures, so this answer may vary. But, in general, the most important pages are: ‘home’, ‘about’, ‘blog’ and ‘contact’. You can check this information by accessing your page’s Google Analytics – if you get different results, you can still apply the optimization tips that will be presented here.
How to Do the Optimization?
We always use the term optimization when we talk about SEO, that is, optimizing for a specific page to appear among the first results of a Google search. In general, these techniques are easily applicable to blog articles, where each text has a title, subtitles, images, etc. But how to optimize more general pages, like about or contact? It is possible to do this in a simple way by asking two questions, let’s go to them.
1. What Is the User Looking For?
We always emphasize this here: the focus of your site should always be on the user. That is, the more you make his life easier, the more he will sympathize with your brand – and the chances that he will become a customer increase. Therefore, each page must serve its purpose directly and completely. In other words, always look for balance: avoid excess information, items and colors, but include everything that is essential for that page.
That is, the “contact” page should have all the useful information for a customer who wants to talk to your company. Such as telephone, email address, in addition to complete physical address (with city/region!) and opening hours (if there is a physical headquarters open to customers). Yes, it seems obvious to say, but many companies do not include details like the city either because they forget or because they assume that everyone who arrives at the site is in the same region.
Likewise,
the “about” page should answer questions like: ‘What does the company do? How
do I work at the company? What regions does this company serve? Is the company
legitimate, does it have any certification?’. Think about what you’re looking
for yourself when you access a page like this, as this can also help.
2. What Is My Goal for the User?
Providing useful information to those who come to your site is essential, but it is not the only action required. You also need to guide your potential customer in this environment that works as your online headquarters. If you have a physical establishment, such as a dental clinic, for example, it is quite likely that you have a reception service to guide customers on what to do and where to wait for appointments, right?
Well, your website should work as an extension of your physical headquarters – don’t let your potential customers wander aimlessly, as this will likely make that user abandon your page. And how to do it then? Usually through call to actions (CTA) and hyperlinks. That is, if your customer reached your website through the “contact” page, there he needs to find the link to talk to an online attendant (such as a BOT) or to direct him to talk to someone by WhatsApp or email, for example, depending on how you work.
In the same way that we include CTAs in blog posts, to make that potential customer read other posts or even get in touch with ease, it is also necessary to do this on the other pages of a website.
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To conclude, here’s how to optimize pages like a pro: consider your most visited pages, find out why users visit them, give them what they’re looking for, and ask them to take action in return. That’s basically it.
Your concern should be not just the distribution of information, but the search for an answer. By finding out what your customer is looking for and delivering it to them, you get loyalty. And if you still have questions or need help with optimizing your site and creating content, please contact us. We can help you with your needs – contact us by clicking here.