Almost every site out there has a goal – usually it entails the visitor doing something. Maybe you want your readers to buy something, to remember your brand, to be educated and engage with the site, share across social media or maybe you just want them to share their own comments and relate to you.
Whatever your goal is, have you considered how easy it is for them to actually do this?
I’ve been to all sorts of different websites that seem to think if you make it difficult for the visitor to do what you want them to do, then only the really, really interested will. I’m sure you can guess what happens then – nothing.
Example. If you have a news site, most likely you want your news shared by your readers. So you go an install some widgets that let you do this and viola! sharing shall begin. But wait. Have you ever actually tried to use your widget? Have you taken stock of the different sites the widget shares with? Not to dis any site in particular, but the New York Times seems to have missed the fact that lots of people are sharing news on LinkedIn, because their sharing widget doesn’t include it.
So there, even the biggest and most widely known sites out there make these mistakes – let’s get on to identifying how to fix it.
First, identify what action you want your visitors to do. Let’s say you have a Golf Course website and you want people to reserve tee times and find your address so they get to you.
Second, consider where the visitor will take this action to determine where the action items should go. So, if you have a Golf Course website and you want them to find our phone number and address, put it in the easiest place to find it and where most other sites do – in the top left or right corner (top of the page being the header).
Third, if you have Google Analytics installed, you can view “In page Analytics” to see just how many are clicking on these items (if clickable of course) and that way you can track your progress.
That’s it, you should by now be able to identify your site’s action items, where to put them and how to track their performance.
Let me know how you do!
Also, if you didn’t catch it, here was yesterday’s SEO TIP – Meta Data Optimizing for Ranking and Clicks.