So what should be on your webpages?
We looked at some of the reasons why a website and its pages might be performing badly and following on from that we look at a very simple solution to deliver what a visitor to a site’s pages might want to see.
Here’s an example for a homepage of a local plumbing company (it’s worth mentioning that what should be on each page of the site will vary depending on the goal of the page).
So a plumber’s homepage SHOULD include at the very least, in vision without the need for scrolling:
- A basic explanation of the main service/s. E.g. 24 hour call out, emergency plumbing and drains.
- Phone Number and other contact details
- Anything that’s a major benefit to the customer like ‘no call out fee’
Basically anything that gives the info that the visitor needs to make a decision. If you give them all of the info that they need without the need to search for it on your site then that is an effective webpage that will generate customers. It’s really that simple.
Put yourself in their shoes
To reinforce the last section imagine you are your ideal customer, perhaps you have an emergency on your hands, let’s say a blocked toilet, you take to Google to seek some fast help. Maybe you search for ‘unblocking toilets lincoln’ The first site you see starts off with…
“Xyz plumbers was established October 1921 in Lincoln by Bill and Fred Blogs and has been serving the local community ever since. We like to pride ourselves on offering a good service. We have several plumbers who are well trained and have been with the company for a long time. Our young apprentice Bob has just completed his first plumbing exams and we are looking forward to him becoming a fully-fledged plumber in the near future. He’s already a specialist at unlocking toilets, we’ve given him plenty of practise in that area”…….blah blah blah.
This sort of information is a total disconnect because it doesn’t meet the needs of what the person was searching for. It really isn’t of interest to the person in trouble who needs help now.
Make the page do its job…
As I said before each page has its own purpose. Dig into that purpose and deliver the promise of it to the viewer as quickly as possible.
Carrying on from the emergency plumbing example above, then an effective page will be better constructed as something like this:
Short and punchy with the crucial details above the fold:
- This is what you can do for them (e.g. ‘unblock toilets fast)
- Here is our contact number
- The hours we cover
- Any benefit/s such as no call out fee
You can certainly add in more detail lower down as long as you make the first goal of the page the answer to why that the person arrived on that page. If you do that you will get more customers for sure.