You already have your website but you realise you need to make some updates. Where should you start?
Goal One: Address Different Audience Groups
First determine if you have the right pages based on the customer’s need. Think like a customer. When they arrive on your site, what will be most important to them? Most likely you have more than one customer group – you’ll need to address each separately because they have different needs and different motivating factors.
Create landing pages that address each audience type separately. You may have one primary landing page and then offer the opportunity for the different audiences to click on the page that addresses their needs.
Example: A medical insurance company has patients looking to be insured or to check on a claim. You also have medical providers – hospitals, doctors, nurses that will want to come to your site for information.
On your landing page, briefly acknowledge both groups and then have a page, link or video that leads them to a landing page that meets their specific needs.
Goal Two: Each Page Has it’s Own Purpose
Another goal for your page will be to make sure each page is broken down into focused topics. Rather than having a site with one page that tells your entire story, break the sales process and company information into multiple pages that have additional sub-heading pages beneath.
Example: Your primary pages may be Home, About, Contact, Products, Services, Testimonials
Your products page can have a sub landing page following by additional pages that provide more information about each products. The same for your Services page.
Goal Three: Be available on every page
Prominently display your contact information on every page so that the customer doesn’t have to hunt you down.
Goal Four: Eat the Elephant One bite and a time
Writing websites or updating the website content can be an overwhelming task. Just take it one step, one page, one paragraph at a time. The best landing pages are updated on a regular basis – it is a continual process.
When in doubt – hire a freelance web writer to help you out!
