Does Your Website Need an “Intervention”?

by Karen J. Marchetti

Here are 6 key website evaluation areas to consider:

1.  Does the Most Important Element on Each Page of Your Website Stand Out?

What is the first thing the eye is drawn to on every page of your website? Is that the most important thing on the page?

Typically, the eye is drawn first to a photo, especially photos with people.  If you have a photo on a page, be sure you want the attention drawn there.  If the photo is more of a “lifestyle” or “filler” photo that’s there just for decoration, it may be taking attention away from your most important elements.

If there’s no photo, the eye may be drawn to the largest element on the page, or to something that’s a vibrant color on the page.  Be sure that the eye is first drawn to the most important elements on every page of your website.

2.  Use a Specific Headline on Every Page of Your Website

Is there a strong benefit headline on every page of your site — to give the visitor a reason to read further?   About 75% – 90% of visitors SCAN, rather than read line-by-line, word-for-word.  So give the scanning reader some specific information about what they’ll learn from the page, by writing a compelling headline.

(Hint:  “Products” is not a good headline . . .)

Is each headline coded as an H1 tag to help with your SEO (Search Engine Optimization) efforts?

3.  Does Your Website Copy Look Easy to Get Through?

Is the visitor confronted with big hulking paragraphs of copy — rather than shorter paragraphs, frequent subheads, and bullet points?

The scanning reader should be able to read just your headlines and subheads and get all of your most important points on each page. (If your web site is suffering from “long-paragraph-itis”, some editing needs to be done.)

BONUS:  When you create frequent subheads (and code them as H2, etc.), that can also help with your SEO efforts.  Coding your subheads tells the search engines this text is important on the page.

4.  EVERY Page Should be a Landing Page

Can I take any of the key actions your site is designed to drive, no matter what page I’m on within your site? (If not, you’re missing response opportunities on every page.)

The majority of most websites’ traffic comes from search engines. On a search engine (assuming you’ve optimized your pages), virtually any page on your website could be the first one a prospect finds. .  Be sure EVERY visitor can tell:

  • Why they should buy from you — you need some points of differentiation on EVERY page.
  • What your special offers are (white papers, special reports, special sales, new arrivals, etc.).  It’s frequently estimated that 97% – 98% of all visitors never leave a trace on a website.  Why not capture contact information from a larger percentage of your visitors?

5.  Are the Cool Features of Your Website Emphasized?

Can I quickly see the most unique things about your website, no matter what page I’m on?

If you have a “Cool Tools” section, is it in your main menu — or do I have to just know it’s there somewhere?  If you have archived webinars, can I discover that — no matter what page I visit first?  (If not, you’re missing involvement opportunities — and reasons to stick around — on every page.)

6.  Have you Properly Optimized Your Website?

Don’t know if the SEO work done on your website is effective or not?  How’s the traffic from search engines — is your organic traffic growing?  How’s your search engine visibility?

Search Engine Optimization isn’t rocket science.  But the key first step is a  STRATEGIC one: which keyword phrase will you focus each page around?

If your page URLs, Page Titles, headlines, subheads, and on-page text isn’t focused on 1 or 2 keyword phrases for each page of your website, you could probably improve traffic with an SEO update.

Is it time for a Website intervention — maybe a stint in Website Rehab?

It may be time for our “12-Step Program” to improve your web site. Download our Website Rehab white paper or contact us  for a personal web site “intervention.”