According to a report on Digital.gov, around 64% of the small-scale industries invest in a website to attract customers. The Search Assembly experts say that every page on your website accounts for the success of your organization. Hence, you cannot undermine their importance.
To optimize your web pages, consider the following questions:
- Who is your target audience?
- What do they expect from your website?
- Once they visit your website, what action should they take?
The job of a website is not limited to marketing, but it also engages your customers. The information you provide on your website should be relevant to your offerings. If the customers find your web pages relevant and informative, you will earn their trust. The content on each page differs, but every webpage on your website has equal importance.
Let’s learn about some key webpages that you must have in an optimized manner.
‘About Us’ Page
A page that provides information about your business and objectives is commonly referred to as ‘About Us’. This page helps in building the brand image. The main content on this page must consist of what you deal with, what kind of services you offer, how you have served your customers in the past, and how long you have been in the business. If you mention your values, goals, missions, or vision on your ‘about us’ page, people will feel connected to your brand.
Also, the design of this page has to be simple yet attractive. Visual representation of your services is an effective way of luring customers to take action. The loading time should not be more than 0.07 seconds. People usually move to the next page if a page does not load fast enough.
A service page is critical to your business development. Here, you have to give detailed information about the services you offer. The design of this page must be in line with the SEO function in mind. The keywords you use on this page will help the search engines to push you on the top of the SERPs (Search Engines Results Pages).
Most of the customers do not spend a long time on a single website. So, the information you provide on this page should be crisp and clear. You can also add a set of FAQs at the end of the page to address the queries.
Some businesses also add a Chatbox to initiate interactions with online visitors. It is a proven method to make the prospects take immediate action. There has to be a personal touch while drafting a service page, so you can bridge the gap between sales and profits.
Experts at The Search Assembly suggest every organization must have a blog page to drive traffic to their site. Blogging is an inexpensive way of marketing your products or services. The main aim of blogging is to give salient details of services that you can offer. Also, write blogs to provide additional information about the industry as a whole.
A blog page is the foundation of your website. Hence, it is crucial to keep your blog page updated from time to time. Linking your blog page with other social media platforms is also essential in marketing your business.
People looking for some specific products or services, if they come across your blog, you can easily redirect them to your author page. It is one of the best online marketing tools to drive inbound traffic.
The policy notes should be in a lucid language, so it is comprehensible. It will help if you mention what measures you will take to protect the customers’ information, and what is the purpose of collecting their data.
‘Contact Us’ Page
After having read your information, the customers will try to reach you. So, the contact page has to be available for easy access. You may also offer a live chat, email, or a callback option. It will instigate the prospective customers to fill out their details.
In case if the customers do not make any purchases on your website, then you can contact them through their details. According to The Search Assembly, follow up becomes easy when you have a contact page on your website.
EAT Factor of a Website
EAT stands for expertise, authoritativeness, and trustworthiness. It is a part of Google’s search quality rater guidelines. Why EAT is crucial for a website to flourish? Well, the answer is simple: whatever information you provide on your website should be genuine and not fabricated.
For instance, if you are looking for videos on talking huskies, you can find many edited videos. Some of which are false or lack genuineness. So, the information is not trustworthy, and it does not have the EAT factor.
But, if you are looking for the correct dosage of vitamin D3 for thyroid problems, the information you receive should have an EAT factor. The EAT factor determines whether the information you have provided is authentic and not plagiarized.
Google’s Take on the Aforementioned Important Pages for SERP
Google runs around 200 algorithms to rank your webpage. The keywords you use on your webpage, and the frequently-searched words determine where your page stands in the SERP. Also, the quality and quantity of content play a pivotal role in SEO.
The search engine checks the links to your webpage to determine your website’s rank. For instance, if a third-party site posts a link to your website on their webpage, then Google looks at it as an endorsement of authority and determines its quality. On this basis, it gives a higher rank to the pages on your website.
To make your website look attractive and informative, you must follow the above guidelines. It will not just help you in getting more customers but will also help in retaining them.