Entrepreneurs and small business owners often struggle with how to organize the content on their Website. Either that, or they don’t really put much thought into at all. But if you want a site that actually sends you hot leads, makes sales, grows your list and more, you really do have to think about it.
And it doesn’t matter whether you sell services, or products, or both. Because these days people spend less than half a second deciding if your site is worth their time. Then maybe another 4 seconds figuring out if you have what they want or need.
If you don’t organize your content properly, these folks are going to be gone long before they even understand what you do or sell—or why they should hire or buy from you instead of your competition.
So let’s talk about how you go about organizing your content to meet both your business’ and your customer’s goals.
First off, In order to do that effectively, you have to take three things into consideration:
- The main goal of your site
- The action you want people to take on each page
- What people are going to see first on your site
Hopefully you’ve got number one figured out already. If not, there’s no time like the present. So take a step back and think about it a bit.
“What is the main goal of your Website (IE what do you want it to do for your business)?”
Your website could: position you as an expert, grow your list, answer key questions, be a resource, sell products, or any number of other things. But if you want it to help you grow your business, you need to pick one.
Honestly, if you’re spending time and money to build a site simply so you have a Web presence, think again. Because it could do a whole lot more. Even the simplest, one-page site can be designed to get people to take an action.
On to number two…
“What action do you want people to take on each page”?
Do you want them to: Go to another page to learn more? Sign up for a ezine? Listen to an audio? Visit your products page? Call you? Send an email? Buy something? Register for tap dance lessons?
Answering this question is especially critical to how organize your content. Because if you want people to sign up for your ezine, for instance, you can’t bury the sign up button at the bottom of the page. Instead you want it to be the first thing people see.
So think about this for a bit, then move on to number three…
“What are people going to see when they arrive on your site?”
Well, the first thing they are going to see is the part of the page that is visible without scrolling. And you should always assume they may not see it in a full-size browser window. People regularly make their browser window smaller than their screen for a variety of reasons. This means new windows may open up at less than full size.
So anything important like, say, your main navigation, your logo, what you do, or any special offers better be near the top of the screen. Because, while people will scroll down, you never know for sure if someone is going to.
Of course, this is just the beginning. Ideally you want a detailed site plan and storyboards of each main page showing content layout. But this is the place to start.
So think long and hard about these three critical questions. Then, once you have the answers, start organizing your content to suit. Before you know it, you’re website is going to become a lead-generating, list-building, money-making machine!
Need help getting your Website Content organized right? I’m happy to help. Just drop me an email (stacy @ theunchainedentrepreneur.com).
Thoughts on this topic? Other tips to share? Please do leave a comment!
