Limiting Pages on a Website

Limiting Pages on a Website

It used to be popular to put as many pages as possible on a website. When the Internet was fairly new, people felt that more expansive websites were simply more impressive. They looked professional. If it was complicated, people would be awed by it, both by the design itself and by the sheer amount of information that was being presented. This went a long way toward building a successful brand that people would trust because they were more prone to trust a company that they felt was very advanced. The issues that this brought about, such as long loading times and difficult navigation, were largely ignored.

However, this is something that has seriously changed over the years. People now use the Internet on such a consistent basis that they know what to expect and they know what they want. They are no longer awed by a site that is very large, that contains a lot of information that they do not need and a ton of extra pages. They just find it annoying. They hate navigating through all of the various links, and they may even decide not to use the site if it seems like it is just too much work.

It is important to keep all of this in mind when you use an ecommerce website builder because you do not want to accidentally build a site that is going to push people away with its very design. You are working far too hard, through advertising and SEO, to get those people to come to your site in the first place. You need the site to then do the rest of the work, selling itself and selling your products, so that you can get a high conversion rate. Once you get people there, you need to keep them there.

What this means is that you should try to limit pages as much as possible. Only give people information that is valuable, that they are actually looking for. Put as much of the information that is popular near the front so that they do not have to search for it. Use simple site structures that guide people naturally from one page to the next. In fact, many companies are starting to use single-page sites where you do not have to do anything but scroll down to find what you are looking for, with hyperlinks on the side for faster access.

Beef Up Your Content Marketing Strategy

cat-lion_Mar14The term “content marketing strategy” has evolved over the past few years. Now a full-on strategy involves totally customized communication efforts through channels like social media, email, press releases, and yes, your blog.

Why You Need a Content Marketing Strategy

If you’ve been subsisting on your blog content alone to get you in front of more potential customers, you’ve probably been disappointed with the results. Sure, great content on your blog does drive traffic to you, but it’s often not enough to bring the number of leads you need to convert. If you convert just 3% of your leads (an acceptable industry standard), you’ll need hundreds or even thousands of leads coming in to really boost sales.

Leads come from multiple places. That’s why you need a content management strategy that encompasses more than just your blog. The more places you connect with people through content, the more leads will funnel in.

Quality Over Quantity

While yes, you do want more leads, you also want them to be quality leads. After all, ten thousand unqualified leads with a .05% conversion rate isn’t as good as a thousand really qualified leads with a conversion rate of 50%. It’s an exaggerated example, but you get my point.

How do you get quality? You zero in on your audience. Don’t speak to a mass of a thousand people; speak to each person individually (more or less). Understand what they’re interested in, and tailor your content to them.

Leveraging Segmentation

The closer you can get to what each individual lead wants, the higher you can convert. That means your landing page should speak to her. Your emails. Your content. Everything.

A brief word on SEO: we keep hearing conflicting things about search engine optimization and what Google won’t move up in the search results. But if you focus on those keywords that your segment is interested in when you write your web copy, they’ll find you through search.

An Example

Let’s say you sell women’s clothing. You have landing pages for:

  • Shoes
  • Athletic gear
  • Dresses
  • Purses and accessories

If you optimize the keywords on each landing page, only those leads who are interested in that particular category of women’s clothing will click on that page. That keeps away those leads who would be interested in other types of women’s clothing, and helps you get really specific in your messaging.

Carry that one step further. On that page, visitors can sign up to get special offers in that category only. Those people that sign up for emails on the Shoes landing page won’t get emails about dresses or anything else. Again, this increases conversion.

And then, maybe you include a few shoe-related blog posts on the sidebar of that page. You’re keeping your messaging laser-focused on shoes so you keep a visitor’s attention.

Let’s keep going. Next, you’ll send segmented emails to your different market segments. If you’re already using Customer Relationship Management software, try to find one that integrates with an email marketing platform, like Insightly CRM for email marketing. That way, you can integrate the data you glean from emails, such as when a customer clicks on a particular link or makes a purchase. Storing this information in your CRM can provide you with future opportunities to deliver content specific to what that customer really wants.

Pay attention to that data, and use it to your benefit. Your customers’ behaviors can help you shape future content and email campaigns, and further solidify your content marketing strategy.

Susan Payton is the President of Egg Marketing & Communications, an Internet marketing firm specializing in marketing communications, copywriting and blog posts. She’s also the founder of How to Create a Press Release, a free resource for business owners. She’s written three books: DIY Press Releases: Your Guide to Becoming Your Own PR Consultant, 101 Entrepreneur Tips and Internet Marketing Strategies for Entrepreneurs, and contributes to several sites, including ChamberofCommerce.com, The Marketing Eggspert Blog, CorpNet, Small Business Trends, and BizLaunch. Follow her on Twitter @eggmarketing.