Customers may find you on the internet, whether it be a pay-per-click campaign, the use of SEO tactics, social media campaigns or content marketing. But then what? If you are not converting as many prospects as much as you would like to, then it may be time to reconsider a better website design. To gauge whether or not you are in need of a site redesign, here are some website taxonomy tips to keep in mind.
- Make your conversion point(s) accessible: Your website’s (and business’) success is largely determined by this. Every website has a conversion point, or a desired action you would like a visitor to take when they click on your website. Whether it be a contact form fill-out or an e-commerce product purchase, or a newsletter sign-up, make sure that your clients have a clear path to your desired conversion of your website. Conversions are what will make your company money, and if they are not made clear on your website, your site is not doing its job.
- Include relevant call-to-actions: Including call-to-actions for internal links on your site can smooth over a user’s experience. Think of this as a preface to another page. Much like how a preface of a book preludes a reader by drawing them into a book, call to actions function the same way. It acts as a preface to the content on the next page when a user clicks on an internal link. In context to my first tip, an engaging call to action (or a few) can greatly help in the process of landing a conversion.
- Link important pages to each other: Building an internal linking structure will be a key part in site navigation. The most obvious step is to have all internal links point to your homepage, because it undoubtedly has the highest Page Authority. You also need to be aware of other pages that have high page authority and how these pages relate to each other. A well written call-to-action will entice users to click on a page they will find value in.
- Brief forms located to the right: To get the most out of your forms, they should be short, sweet and to the right-hand side of the page- unless the form is the focal point of the page (many “contact us” pages are like this). If you have a conversion that is a website form, then it is important to follow these two steps. You need to keep in mind that the user’s natural viewing tendency is to look left to right-even if there is not much written content on a page. You also need to consider that written content will be read by the user before the form is filled out. Following these two steps will help you maximize the amount of form conversions.