You’ve heard the old saying, “Every little bit helps” and in the case of making website improvements to enhance your visitors’ experience and help your page ranking with search engines, nothing could be truer.
Making little changes now and again will pay off in the long run and keep your site performing at its best. So where do you start and what do you look at?
Many times, we get so focused on making sure the home page is absolutely perfect in covering key points of information, we forget about giving other pages some TLC. They are just as important because every visitor who arrives on your site may not enter through your home page.
For example, depending on what your visitor has searched for, they may arrive through your products page. If that’s the case, have you included all of the information they’re looking for there? This is an important point to remember when evaluating your content and making changes to your site.
Tip #1: Make sure your main headline offers a benefit, supports your brand positioning, and includes descriptive keywords about your offering.
For example: Superior Utility Trailers Built To Perform (rather than just ‘Our Trailers’)
Why It Matters: This may help improve your site’s ranking with search engines because your copy will be a better match to the keywords your customer may be searching on. It also tells your customer the benefit they will receive from buying your brand.
Tip #2: Break long paragraphs of copy into bulleted lists and use sub-headings (when appropriate)
For example: Our efficiency, expertise and attention to detail lead to cost-effective fabricated
- Selective Catalytic Reduction (SCR)
- Scrubbers and Absorbers
- Balance of Plant Ducting
Why It Matters: By improving readability, there’s a better chance visitors will read your copy and be convinced to do business with you because they understand how your products/services meet their needs. This will create a desire to learn more prompting them to take action (i.e. sending an email to request a quote).
Tip #3: Add text links to your copy to connect and lead visitors to other sections of your website.
For example: To see our range of experience and a select portfolio of our work, visit our Project Gallery.
Why It Matters: Cross linking provides an easy and convenient way to encourage visitors to go to other sections of your site that might interest them or that they may have missed in the navigation menu. Sometimes extending an invitation is all it takes to prompt visitors to learn more about you.
This in turn helps keep them on your site longer. The longer they stay on your website, the more engaged they are with your brand and this can improve your chances of converting them from a casual visitor into a new customer.