A website is the epicenter of a business. Everything a customer wants to know about a business they should be able to easily find on a business website. When customers crawl through your website it is easy to determine what information they are looking to find based on the web pages they visit.
The Top Viewed Web Pages On a Business Website
There are common things that customers look for such as what products or services are offered, company leadership, background of business, and frequently asked questions.
Here are the top viewed pages on most websites:
1. Home Page: A business’s number one viewed page is almost always their homepage. This is likely because it is the first page that will pop up when a user types what they are looking for into a Search Engine. Also, if a customer already knows the main URL they will typically search a business using that. A homepage is a great way to introduce your business and showcase different sections of the website.
2. About Us Page: Another top viewed page is the about us page or the history page. Customers now more than ever want to make sure they are aligning themselves with businesses who have similar values to them. The about us section is a great way to introduce a business, the organization’s history, and discuss its mission and values. This section also serves as a great opportunity to feature other partner organizations you align yourselves with.
3. Team/Leadership Page: Customers want to know who they will be working with and that is why an our team page is so important. Each of the leaders (for larger organizations) or team members (for small businesses) should have their own bio with information about their background. If appropriate, you might make the bios include fun facts, such as what they like to do in their free time or maybe some fun facts about their pets. The team page also serves as a great opportunity to discuss anything your employees do together for fun such as office traditions, community service or philanthropy work.
4. Our Products/Services: The products and services section of a business website is a high traffic area. Beyond customers wanting to know more about your company they also need to see if you offer what they are looking for. In this section make sure there is as much detail as possible on the products and services. Make sure to include customer testimonials, pictures and examples or case studies when applicable.
5. Frequently Asked Questions: The frequently asked questions (FAQs) page serves a vital role on a business website. When customers are looking for easy answers to their common questions this is exactly where they will go. This is a great place to answer questions as well as showcase (and link to) other internal web pages. By putting links with each FAQ, you can direct visitors to different sections on your website they might not otherwise visit.
6. Contact Us Page: A contact page hosts some of the most valuable information, such as phone number, email address, fax number, hours of operation and physical address. On the contact page it is just as important as on the homepage to crosslink by putting different sections or buttons to lead the visitor to different places on the website.
What to Do With This Knowledge Now you know where your website visitors are likely going to go, but what do you do with this knowledge? Well, there are a number of things you can do.
First, we always recommend and even EMPHASIZE internal crosslinking. Crosslinking is a great way to guide potential customers to different sections of your website that they might not normally visit. For example, if one of my FAQs discusses a specific product there should be a button that says “Learn More” or “View This Product” that when clicked brings you to more information about that specific product. Another example is on the about us page underneath a brief overview of your company there could be a button or hyperlinked text that says “Learn More About Our Team” that brings you to the team page.
Next, make sure the website is regularly updated the new and additional information and resources. Websites need to keep up with visitor’s needs and interests. A potential customer is not going to keep coming back if all of the information stays the same. Simple updates such as adding pictures and videos to even replacing old pictures and text with new ones will keep visitors coming back.
Also, remember that particularly for some businesses, it is critical to show other customers using your products or services and saying how satisfied they are with their decision to purchase from your organization. What is said by your customers is far more powerful than whatever you can say about your own organization. Make sure to include customer testimonials, stories and perhaps case studies in various spots on your website.
Lastly, we recommend following your visitors’ path. Using web tracking tools, such as Google Analytics, you can track the exact path a visitor takes when viewing your website. You can also see where (i.e. which page) a visitor exits your website. If a specific page has a high exit rate, examine this page and see what you can do to make it better in terms of content, imagery, videos, additional internal links.
Now, that you know the top pages which potential customers are spending their time, make sure these pages are the best they can be. Sometimes it takes someone coming in from the outside to give you an unbiased opinion. If you need an unbiased professional opinion contact us or book a meeting now.