Learn how to Identify (And Optimize) the Most Important Content on Your Website

SEO is one of the most talked about (and practiced) digital marketing strategies. Yet what about the experience after customers arrive on your site? To keep users engaged, marketers need to know how to optimize web content on every page. Doing so elevates the user experience, makes sites more easily navigable, and manuals users to the actions you will need them to take to convert.

In the sections that follow, we’ll walk through how you can identify (and optimize) the most crucial content on your website, plus general best practices to follow to maintain your website optimized at all times.

Quick Takeaways

  • Website optimization is centered around providing an exceptional user experience.
  • Four of the most essential pages on every web site are the homepage, about page, blog page, and contact page.
  • Obvious, compelling calls-to-action (CTAs) tutorial users to the information they require on your site.
  • Websites with blogs generate exponentially higher indexed webpages and backlinks.
  • Google’s Page Experience Up-date encourages businesses to focus on UX in order to earn high SERP rankings.
  • Frequent site audits help businesses optimize web content on a continual basis.

Website optimization: not the same as SEO

As marketers we hear a lot regarding search engine optimization — SEO — and how to get users aimed at your website from search engine queries. There is no doubt that SEO is important, too, given that 93% of most online experiences today begin with search.

Website optimization includes but also goes outside of traditional SEO. It prioritizes not just the keywords, content, and links that will generate traffic to your website, but the complete user experience people have when they get there.

To optimize web content, you need to carry out on front-end features (like content, navigation, and design), as well as back-end performance factors (like site speed and mobile friendliness). It requires a collaborative effort between your advertising web development teams, who seem to each play a key part in building a website that attracts and converts new clients.

Which content on your site is most important?

An important part of optimizing web content is understanding which content is most significant, then prioritizing it within your strategy. For the overwhelming most of websites, there are four web pages that are most visited:


Your own homepage is your website’s 1st impression. It’s the equivalent of the brick-and-mortar storefront — individuals use it to decide if they wish to look at what else you might have inside your site. It’s furthermore the landing page that helps guide them to wherever else in your site they need to go.

Design and user friendliness are perhaps more important in your homepage than anywhere else on your site. Remember: people are making use of your homepage to decide if they wish to stay on your site.

Make sure your design is visually appealing, responsive, and intentionally built to help people get the information they need. Include clear routing menus, a compelling value proposition, and clickable CTAs that users can follow to other pages.

Check it out: an optimized homepage from personal finance site and app, Mint .

Mint’s homepage includes optimized web content elements like clean design, compelling CTAs, and a prominent value proposition.

Image Source: Mint

Mint’s homepage includes several essential elements without making the content really feel cluttered or confusing. The worth proposition is front plus center: “Managing money, made simple. ” There are clear and compelling CTAs (to subscribe to free and download through app stores), a compelling testimonial, and a competitive differentiator (#1 most downloaded individual finance app). The site routing at the top is simple and easy to follow along with.

Most importantly, it only takes a few seconds on Mint’s web page to feel like you’re getting together with a trustworthy, capable company.

About page

Who are you? What do you do? How do you do it?

These are the types of questions users want answered on your about page. This is also where you have an chance to share more information about your brand and begin to build believe in with your audiences.

Content to include on your about page: history, mission, management bios, customer testimonials, accomplishments and awards, and differentiators from your competition. Include pictures and other content that makes your own brand feel personal and relatable.

Remember that your about page is just not the same as a products/services page. It should give your website visitors a birds’ eye look at of your company so that they know if your offerings are highly relevant to their needs.

Audiences on your about web page often include more than potential prospects, too — it’s usually where people go whenever they’re interested in investing or even applying to work for your company.

Check it out: an optimized about page from product sales prospecting company, RevBoss .

RevBoss optimizes their about page by making it personal and using a mini navigation bar to help web visitors quickly find the information they need.

Image Source: RevBoss

RevBoss fingernails it when it comes to feeling individual. They speak right to their internet visitors, telling them who they actually are, what they do, and why customers choose them (with numbers to back it up). One of the best things about this page is the mini navigation at the top, that visitors can use to miss through the (very comprehensive) page for the information most relevant for them.

As you scroll through the about page, you’ll find information about the company’s leaders and staff, objective and values, referral program, and contact options — and you can get to everything in only one click.

Blog page

Websites with blogs receive 434% more indexed webpages and 97% more links to their website. In other words: working with a blog on your site is a no-brainer. When you do, it quickly becomes one of the most important locations on your website.

The content on your company blog establishes brand authority and expertise and demonstrates to your audience how you can provide value.

To enhance web content on your blog, create an SEO strategy complete with keyword research, topic support beams, and a link building strategy. Publish content frequently (multiple periods per week for best performance) and follow blog post best practices. Use smart blog design concepts to highlight popular content and make it easy to get around.

Check it out: a good optimized blog page through business software company, Salesforce .

Salesforce optimizes their blog page by highlighting categories, featured series, editors’ picks, and features writers.

Salesforce optimizes their blog page by highlighting categories, featured series, editors’ picks, and features writers.

Image Source: Salesforce

Salesforce does a lot of things right to optimize site content on their blog. Every article is labeled with a color-coded category tag to let users know what kind of topic it covers. Editors’ picks are featured to emphasize some of their best posts. As you scroll through the blog, you’ll find featured series and showcased writers so you can explore content material in different ways.

Salesforce also follows general blog best practices, like function images and compelling titles for every article. Their weblog is a massively helpful resource that demonstrates how their products and services help clients succeed.

Contact page

People visit your contact web page when they need to get in touch with a person directly. Failing to improve your contact page is a missed opportunity that could lead to lost leads. It can also effect the user experience if people encounter frustration looking for ways to get in touch with you.

Improve web content on your contact page by placing your most significant contact information above the fold, where users have no to scroll to find it. If there are certain methods of conversation that are better for certain queries, guide users to the right action with clear CTAs.

Check it out: a good optimized contact page through file hosting provider, Dropbox .

Salesforce optimizes their blog page by highlighting categories, featured series, editors’ picks, and features writers.

Dropbox does a great job here of guiding individuals toward the places on their site — and the ways of communication — that will have them the right help. By going to the contact page, users can choose to call directly plus talk to sales, find Dropbox partners who sell or even manage solutions, or talk directly with a representative. The CTAs are clear and the contact methods easily accessible.

They also direct users to the help center, high is a plethora of sources about FAQs, troubleshooting, product how-tos and more. This most probably prevents their customer support channels from getting overwhelmed and helps many users resolve problems independently.

Last but not least, there is a general contact page (located just above the content pictured above) so that general inquiries can still be made quickly and conveniently.

How to optimize any web content on your site: 6 guidelines

Prioritize user experience and value

The “big two” when it comes to optimizing web content are user experience and worth. We’ve covered how to focus on these for four of the very important pages on your web site — but it really applies to your website as a whole.

Upon every page of your web site, you want the experience to be high quality and you want the value of your own brand to be evident by means of intentional design, content, and other added components (CTAs, visuals, navigation, site performance, and more).

Provide pages a clear purpose

No matter the size of your website, each page should function a clear purpose to the consumer. Avoid putting too much content and/or content about various topics on one page. On the other hand, pages with thin content material that cover the same subject should be condensed.

Include compelling CTAs to steer users to the next action

Many people think of CTAs as sales-focused, and many of these are. But calls to action can also be used throughout your internet site to help people navigate this more efficiently. Use CTAs not only to encourage things like subscribers and free trials, but additionally to get people where they have to be on your website.

For example: “Want to learn more about Product X? Go to our Product X web page to see demo videos and more! ” or “Looking to connect with other users? Visit the community resource board to join the discussion! ”

Page performance

In 2021, Search engines launched their Page Experience Update , prioritizing quality page overall performance in their search positions algorithm. It encourages businesses to incorporate the types of web content optimization strategies discussed in this article to improve the overall user experience of their sites.

It also focused on core web vitals like loading time, visual balance, and level of interactivity for each page on your site to judge its performance quality.

Google uses core web vitals as part of their Page Experience Update to help users optimize web content.

Image Source: Ahrefs

Other considerations related to the Web page Experience Update are receptive design (i. e. the ability to maintain quality throughout multiple devices), minimal interstitials (pop up pages that will appear before the content page), and HTTPS protocol.

Technical SEO

Technical SEO tactics allow search engines to find, crawl, and index the pages on your own website. It includes things like name tags, metadata, secure protocols, and site structure. Carrying out on technical SEO ensures your content has its greatest chance to earn high rankings and engage target viewers.

Frequent web site audits

Maintain your site optimized by auditing it frequently. You can keep track of performance metrics, keep your content updated, eliminate duplicate content, and maintain the most current design specifications. Site audits also a person informed about how users interact with your site and what you can do to continually improve.

Over to You

Every optimized website is created with high-value content. Advertising Insider Group’s team associated with writers and SEO experts can deliver you customer-centric, ready-to-publish content every week for just one year (or more) to be able to stay focused on your most important priority: serving customers.

Check out our SEO Blog Writing Provider or plan a quick consultation for more information!

The post Tips on how to Identify (And Optimize) the most crucial Content on Your Website appeared first upon Marketing Insider Group .

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