A polished user experience is paramount to the success of your ecommerce business, whether you’re small or large. If your site is messy, disorganized, or challenging to navigate, your customers will undoubtedly turn to different companies to fulfill their needs.
By creating a better user experience with clear paths to purchase, you can keep visitors on your site. This is called service design thinking.
Let’s dive into some tips for organizing website content.
Tips for Organizing Website Content: Where to Begin
You must know three things before you can begin to create a better user experience for your website.
Define the identity of your brand.
Brand identity sets the tone of your brand. It’s the voice, the personality, the visual representation. Your brand can, and should, evoke specific emotions in your audience, such as trust, credibility, joy, responsibility, strength, community, etc.
- Brand identity differentiates your business from those of your competitors. An exceptionally creative identity can help you stand out in a crowd.
- A well-developed brand identity allows you to create consistent communication across all platforms. A cohesive communication style – tone, design elements, colors – is vital for building customer loyalty.
- Brand identity and consistent messaging create a connection between your product(s) and your company. Consistency builds customer trust and, eventually, loyalty.
Determine your call to action.
You must have a clear vision as to what you want your visitors to do. By identifying what you want your site visitors to do once they land on your site, you will better understand how you should organize your website content.
For instance, if you want them to download a guide so that you can capture their email address, you should consider creating a pop-up. If you want them to purchase an item, you should remove as many barriers as possible to the checkout process.
Understand your target audience.
Ask yourself the following question: who is my ideal customer? Your answer likely covers a multitude of audience types – and that’s okay! Understanding your target audience helps you see your site through a new lens and can help you imagine how your target audience would like to see your content.
These three tips for organizing website content are simply the building blocks of a better user experience. Simply put, if you don’t know this information, it won’t matter how you organize your website and its content.
Pages Every Website Must Have
Another of our most essential tips for organizing website content is ensuring that your site includes must-have pages. The following pages are the foundation of your website.
Your homepage should give your site visitors a clear picture of what your organization does within a matter of seconds.
The homepage is also the first step to creating clear paths for your visitors to complete the calls-to-action that you have identified. Your homepage should have:
Giving your visitors a navigable homepage decreases your bounce rate. Navigation tools should be at the top of the page and should include a search box.
A Clear and Simple Headline and a Sub-Headline.
Your headline should tell visitors what your site offers. The sub-headline should provide a short description of what you do or what you offer.
The goal of any homepage is to engage visitors and move them further into the sales funnel. And the clearer your CTA, or call-to-action, the better it is for your site visitors to know what you are about.
Include calls-to-action on the homepage that encourage people to join different sectors of the buying cycle:
Additional Tips for Organizing Website Content on Your Homepage
Aside from the biggies listed above, homepages should also include:
- Describe the benefits. Not only should you describe the benefits of your product, but you should also explain why your visitor would benefit from buying from you specifically.
- List key features. Aside from just describing your product’s benefits, you should also list some of your product’s key features. This helps visitors understand what your products or services provide.
- Provide proof in the form of testimonials.
- Use images or videos that support your product(s). Your imagery should evoke emotion and spur action.
- Provide resources. Most visitors are not yet ready to purchase when they visit your site. By linking to resources, you allow visitors to learn more while simultaneously establishing your business as a thought leader. This lends additional credibility to your brand.
2. About Page
The about page is all about storytelling. On this page, you provide visitors with a thorough introduction to who you are and what your business does. Since more than half of site visitors check out about pages, this is not the place to plop in a boring, bland, and uninspiring bio.
Some people are also searching for your CEO, founder or other employees. Make it easy for them to find this information on your about page.
Tell an engaging but authentic story about the humble beginnings of your business. Talk about the obstacles you had to overcome as you built your business. Share how your product or service positively impacts lives. Telling real and believable stories help humanize your brand.
While telling your story, it is crucial to ensure that your about page is still centered around your customer. Prove that you understand their problem.
3. Contact Page
If you want visitors to become potential customers, it’s crucial to ensure they can contact you. Provide a contact form where visitors can reach out and ask questions.
And not only in the navigation, but put “contact” links to your contact page throughout your website. Make yourself easily reached by your website visitors.
4. FAQ Page
This page is handy if you find that your customer service team is continuously answering the same questions in emails or via social media. By answering FAQ’s directly on your site, you can potentially decrease the number of times your team answers those questions.
Additionally, you can help your customers troubleshoot without having to pick up their phones. You can also use this page to link to blog posts or guides that offer additional information.
And as a bonus if you have great FAQ’s they may get picked up for the first page of Google search results.
5. Blog Page
An optimized blog can drive traffic to your site and help your business or organization build trust. Blogs allow you to share informational, educational, and on-brand content with your visitors.
Never underestimate the power of consistent content. Companies that take advantage of this usually reap the rewards.
Let’s Talk About Landing Pages
Landing pages convert site visitors into actual leads. The main differences between a landing page and other pages are that they meet the following criteria:
- Landing pages feature a form that captures information about your visitor in exchange for information or an offer.
- The sole purpose of a landing page is conversion – that means there is nothing else on this page that would distract the visitor.
Best Practices for Your Landing Page
- Capture the customer’s attention with a compelling headline.
- Efficiently explain the value of your offer. You only have the blink of an eye (literally) before someone decides whether or not they want to stay on your landing page.
- Avoid lengthy paragraphs – include bullet points below the summary.
- Forms should correlate with the buying stage of the visitor. For instance, if your landing page is meant to create awareness, capture basic information.
- Make sure the next steps are evident such as “Access this guide by filling out the form below.”
Tips for Organizing Website Content: How Mindsize Can Help
At Mindsize, we build custom solutions that solve your unique challenges. If your business needs help developing or restructuring content to provide a better user experience, contact us. We can perform a site audit to determine your needs and then execute and deliver a top performing site for you.