With most enterprise-level websites these days, it is rare for the traffic on their homepage to go beyond fifteen percent. What that means is the rest of that traffic must be going somewhere. Where it’s going is to content pages, to pages that people are referring from blogs or they are showing up in Google search results because they have the keywords and the content that search engines like.
In a sense we tell our staff at EndChapter to design from the inside-out. Design completely the opposite of how you think. Don’t design down the hierarchy, starting at the top of a pyramid and work your way down. Instead, design at the base level and design outward from the base level. We always have to think in terms of how the traffic reaches your business, where are they coming from, how they orient themselves, and how the content they sought has answered their questions. We then build on those questions and show them different options for continuing to engage with you. It becomes much more important to have links that are related to the content on the page, links that are actually highly relevant, not just half way guessing. These links would build on that person’s quest that formulated when they performed a search.
Content management systems do kind of the same thing, which is to separate content from its display. It allows you to atomize or create objects of content which then are used to build pages. It also allows you to create relationships between those objects so that you can much more systematically and much more accurately relate two pieces of content together.
When you neglect the sub-pages, you neglect three-quarters of the doors in which people are entering your website. People assume that everyone is going to neatly come into your homepage, select something and go down your preferably organized hierarchy, but you’re missing a big opportunity by not thinking in terms of “how do I serve the people, where they actually are”? Where are they actually landing, how do I keep them with me, and how do I get them down my path where I want them to go?
EndChapter knows the ins and outs, has the right tools and people to build a strong and successful interactive website. We make cognitive decisions based on research and experience to assure your content is searchable, and your website is successful and easy to navigate. EndChapter is focused on results.