Lately, we’ve been all about tearing things down to the studs and floorboards and building them back up again, new and improved. First was the construction on the little white house, where a team of people actually ripped up the floorboards, tore down walls and took out the bathtubs (yes, our office house had fully functioning showers which we obviously didn’t need).
Next, we overhauled our email marketing strategy, testing every detail from layout and subject lines to topics and delivery times.
Finally, we started redesigning our website. Things change quickly in the world of web design and if we want people to hire us to design their websites, our site needs to be an example of our best work. Designing a website from the ground up is no simple feat, but renovating and reworking what is already on the site is a challenge in its own right.
I am not a designer, so I can’t tell you how to change your design or create a new look for your page. Thankfully there is a team of people on staff for that. My focus is on the words and the way a website sounds to visitors.
Updating a website gives plenty of web content to work from, sometimes too much. As more people reach the site using mobile devices, the amount of content on a page should be limited to what is most important. Slimming down content on a page doesn’t mean less important information needs to be thrown out, this content can be repurposed on your website, moved to supplemental pages which serve as a resource for visitors who really want more.
Move web content to the Blog
Yes, it is awesome when a website is a resource for information, but unless it’s asked for, it’s likely going to be ignored. Transform detailed information about a specific product, service or industry information into a blog post. Let the audience choose whether or not they read more. The search function of your blog actually makes it easier for people to find niche content.
Consolidate information in the FAQs
One of my favorite things to find on a website is an FAQ section. This is the place to find answers to the questions that drove them to the website in the first place. Many sites ready for a renovation have this type of information scattered throughout product or service pages. FAQ sections compile the answers to common questions, eliminating the need for visitors to search.
Package related information
Package content together to cut down on the number of menu items. If things fall into a similar category, group them together on one page. As long as the thoughts are similar, people will have no problem locating what they went searching for. Not every piece of information on a website needs its own button in the navigation bar. I’m assuming I can find your location, hours and contact information on a page labeled ‘Contact’.
Your site should be a resource full of quality information, the question is, are you helping people find it? By repurposing content, your site will be easier to navigate and easier to read. Remember, I am more than likely looking at your website on my phone and text heavy sites are harder to navigate through on mobile.
As with anything in life, things change and evolve and I’m sure in another few years, standards will be a little different. Mobile changes the way we want to find and consume information on the web, it’s our job and yours to make sure your website isn’t driving people away.
Ready for a review of your website? Start with our kick off guide.
Roundpeg is an Indianapolis content marketing firm.