Every single page on your website needs a goal. Seriously, every page. From your home page to your contact page you need to know what the goal is and how you are going to get visitors to complete the goal.
Why every page on your website needs a goal
When people are presented with too many options they often chose either the wrong one or none at all. By creating a goal for every page on your site you can make sure your visitors are presented with only information and content that drives them towards your wanted outcome.
By keeping your goal in mind when creating content it will help you streamline your content and increase the conversion rate.
Start from the start
The best time to do all this is when you are creating your website. This way you can not only ensure that your content is goal oriented but that your design helps drive people towards the goal as well.
Whenever I work with a new web design client one of the first questions I ask them is “what is the goal of your site”. Knowing this goal helps me create a design that will help them reach this goal. Even if you don’t work with me, (you really should though) I suggest making sure your designer knows your goal.
But I already have a site?
No going back now, you need a new design….
Just kidding… If you already have an awesome site, great! We can still make sure it is goal oriented.
How to find the goal of each web page
Like I said at the start, every page needs a goal. These goals don’t have to be super complicated. Some common goal examples:
- Newsletter signup
- Product purchase
- Service purchase
- Social share
- Taking a particular action
- Collect a lead
- Continue deeper into the site
These are just a few common goals I often hear from my clients. Yours site may be unique have something different, the important thing is that you know what the goal is.
So, how do I do it?
To find your goal for each page you want to take a look at it from a visitors standpoint. When they get done looking at this page, in an ideal world, what should they do next?
Narrow it down to one thing. You should not be saying, well I want them to share the content on twitter, and then signup for my newsletter, and then purchase my service. It is really difficult to fine tune your content to make all these things happen.
Once you have your one thing write it down for that page!
Now that we know what we want people to do it is time to streamline your content.
Take a look at your page starting at the top and for every element of the page ask yourself if it helps you get to your goal. If your answer is no, then it needs to go.
Seriously, delete it. Its not helping your site complete its goal so why is it there?
Some common items that are often not needed to complete a goal are social media buttons, pop ups, certain images, other bells and whistles that make you say “oh cool”. While all of these items are neat and often seen on websites they are not always needed.
Time to review!
When you are done reading this article I bet you are ready to go all delete crazy on your site. Don’t do this just yet! Make sure you have a strategy about how you will remove items.
It is important that when you remove items from your website that you know why you are doing it; why they are not helping you complete your goal.
Sometimes it can help to have a second set of eyes take a look. A fresh approach.
I offer website review packages where I look at everything from your SEO to how you could improve conversions. I then take this information and form it into actionable tips so you can get the biggest bang for your buck. You can make the changes that really matter, the changes that will take your website to the next level.
If you want to learn more about my website review services, check them out!
Time to take action!
After leaving a comment about how you are going to improve your website using goal oriented assessment log into your blog and give it a review! If you want a pro to take a look check out my review packages.
And last but not least, if you know “that guy/girl” with a website that has “every cool feature” send him/her this article so they can learn the issue with their ways. Let’s make the internet a better place!