One of the biggest issues that holds creative entrepreneurs back from having an online presence that shines is that their websites that lack user-friendly organization. It’s like trying to navigate Wal-Mart during Black Friday craziness – there is not enough Diet Dr Pepper to make me want to walk through that tangled mess.
Potential clients need to locate information quickly, without feeling overwhelmed or confused about what to do next. If we’re going back to the Wal-Mart example, sometimes websites can feel like the laundry detergent aisle – which has a few too many options in my opinion. The good news is – you can easily clear up the confusion and optimize user experience on your site with the five fast fixes in this post.
Clean Up Your Homepage
Most visitors land on your homepage first, so you want to make a great initial impression. The last thing you want is a crowded homepage with too many options like the laundry detergent aisle. Organize your homepage using these tips:
- Choose what’s most important on your website. Maybe your current focus is growing your email list, or perhaps you want people to enroll in a course. Decide what you want to highlight right now. (By the way, it’s completely fine if this changes over time.)
- Pick 2-3 ‘paths’ from your homepage. Once you decide on the offers, freebies, etc. you want to emphasize, use your homepage to showcase them. This will help you avoid ending up with a cluttered and confusing homepage — plus, it will make it simple for visitors to find what they need.
Create Dedicated Service Pages
While you shouldn’t get rid of your main “hire me” or services page (you definitely need that page), creating subpages for services can help potential clients find the exact information they’re looking for. The goal is to create paths to the information people want — with as few clicks as possible.
Bonus Tip: Put specific forms (like contact forms) on multiple pages and track where visitors complete them. With tools like Typeform (aff. link), for example, it’s easy to copy the same form so you can label it and track it on separate pages to see where people fill it out. When you have some data, eliminate get rid of the form people aren’t filling out as often to further reduce site clutter.
Want to dive deeper into what you should include on a great services page? Check out this post.
Put Client Testimonials On Display
Beyond listing details potential clients would want to know about working with you, be sure to showcase client testimonials on your service pages as well. Testimonials are particularly valuable here because you’re providing social proof in the middle of people’s decision-making process. Show off that client love!
If you want to know more about how to ask for client testimonials, I’ve got you covered in the video below.
Repair Dead Ends
You should never leave website page with a dead end. That is, visitors should always have somewhere to go next.
Dead ends often lead to readers dropping-off and people leaving your site. But there’s a simple fix: include a call-to-action (CTA) on each page.
Having a CTA keeps visitors engaged by giving them something to do or somewhere to go. It can be as simple as pointing readers in the direction of a freebie or a related blog post — just make sure you’re giving people a way to stay on your site!
Track Visitor Behavior
Maybe you thought all you had to do was get your site up and running and let traffic start rolling in. Well, I’m not a big fan of the ‘set-it-and-forget-it” method…because data is your friend!
Every industry and audience is different, so it’s incredibly important to use data to make decisions in your business. One bit of data that’s useful to track is how visitors navigate your site.
- Google analytics helps you uncover the most common traffic routes on your site. Check out the behavior flow option, it’s particularly useful for finding the pathways people take to locate specific information on your site. If you’re just getting started with Google analytics, watch this video for my best tips on what to look for when you’re using the tool.
- Crazy Egg will show you what’s “hot” vs. what’s “not”. Crazy Egg provides a visual heat map of areas on your site where the most people are hanging out. It’s especially helpful when you want to make sure certain elements (like forms, widgets, etc.) are working properly and placed effectively on your site.
Personally, I used the heatmap tool to identify spaces on my old site that weren’t getting much interest. This allowed me to rethink my layout and avoid wasting space.