We’ve been doing an audit of our website recently, and the results have been illuminating.
There are quite a few pages – mostly old blog posts – that no one ever reads. Like, literally (as I’d say in real life…) no one.
At the other end of the scale, there are four pages which together account for 33% of all our traffic.
If you’ve ever heard of the Pareto Principle, this won’t surprise you. It’s the idea that 80% of your results come from 20% of your efforts.
So it’s only natural that a tiny number of our pages result in a huge amount of hits.
The same is almost certainly true on your website, too. (Go on, take a look…)
Here’s the issue.
You can see that as frustrating – after all, that’s a huge amount of effort you put into pages which have a relatively small impact on your business.
Or you can see it as an opportunity.
Instead of investing in your entire website, what would happen if, for a while, you focused on just those top performing pages and tried to maximise what you got out of them?
It’s like taking your top-performing salespeople, and giving them training to make them even more persuasive.
So here’s what we’re doing next – and what I suggest you do, too.
Jump onto Google Analytics, and see what your top performing pages have been over the past year or so. One will most likely be your Home Page. Which others count for a disproportionate amount of your traffic?
Then, think carefully about what you can do to those pages to maximise their performance.
Are the basics covered – Do they have a clear call-to-action? Is it clear how to contact to you, or what you want visitors to do next?
Next, do you have a good way to capture those leads?
One trick is to create a piece of content such as a report or checklist that is directly related to the subject of each of these top-performing pages. Promote them prominently, encouraging visitors to download the content – in exchange for their email addresses.
You could also create a special offer, specifically for each one of these pages.
It’s tiny tweaks like this that will give you the biggest rewards.
Think about it this way. If you were in charge of a network of 100 shops, and four of your branches attracted 33% of your customers, you’d make damn sure they were performing, right?