Estimated reading time: 12 minutes
What’s the secret to business success?
Even though this may be an elusive question, the truth is that ensuring sustainable (and profitable) business growth involves a lot of work. And that’s not just in the initial phases of developing your solutions and starting to position your brand as an industry authority, but even more so during the ongoing phases of running a company.
Ultimately, the formula for business survival (and prosperity) rests on investing in the right marketing strategies, providing an unmatched customer experience, and understanding the need to continually improve your brand’s customer acquisition and retention strategies.
Of course, that’s a lot of work to tackle at once. So, to maximize your business results by ensuring your brand reaches and engages your target audience, here are the critical website pages you need to enhance user experience and SEO.
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How Are UX And SEO Connected?
Most inexperienced marketers only see SEO as a collection of keyword-optimization and link-building practices to help a website (or page) rank high on search engine results pages (SERPs). But while this may be a part of what SEO truly is, remember that your site’s performance and ranking potential depend on its technical performance.
You see, Google’s ranking system doesn’t just rely on search terms and links. Instead, the world’s biggest search engine also uses technical performance metrics to determine the user-friendliness of a website and gauge whether it is efficient at answering people’s questions.
With this in mind, optimizing your website Core Web Vitals is as important as identifying and targeting the right keywords.
Ultimately, a page that covers all the right questions and provides unique, valuable answers won’t benefit your prospects if it’s slow to load, looks clunky on mobile, or is difficult to navigate.
Instead, to ensure your web visitors have a positive browsing experience on your site (and return in the future), you need to fully optimize your critical website pages to enhance UX and SEO.
Admittedly, this is easier said than done — especially if you don’t have much time for testing. However, if you want to maximize your site’s performance and ranking potential, here are the eight pages to focus on.
An Impressive Homepage
When landing on your website, people form impressions about your business within less than 50 milliseconds. If they don’t like what they see, they’ll disregard your business as a viable solution provider and will most likely go on to purchase from one of your competitors.
The good news is that you can easily prevent this from happening by optimizing your homepage.
- Make sure that it loads super-fast, as even a 2-second increase in load times can increase the chances of a bounce by 32%.
- Ensure your site displays and performs well on all screen sizes, including mobile devices.
- Optimize your copy and visual content to directly address audience pain points and highlight your ability to remove those user frustrations.
For example, check out the Goldstein Patent Law website. It’s an excellent demonstration of what a UX and SEO-optimized homepage should look like. It not only runs smoothly but also addresses web visitors’ main concerns and demonstrates how the brand can help remove their pain points.
Image source: goldsteinpatentlaw.com
Highly-Specific Landing Pages
Investing in your homepage is essential if you want your site to rank high on SERPs and attract visitors. Nonetheless, keep in mind that not all potential customers will land on that part of your site.
People in the mid- to lower stages of the sales funnel are much more likely to have specific intentions and questions. So, they will have much higher chances of clicking on SERP results that address their distinctive inquiries.
The best way to enhance UX and SEO in this regard is to design highly focused landing pages that address some of your target audience’s more particular questions and needs.
For instance, if you offer products or services for different buyer personas, why not take inspiration from TouchBistro? This SaaS business creates landing pages for every possible implementation of its solution, ensuring that all potential customers discover content relating to their ideal use cases.
The result isn’t just a much higher likelihood of each visit resulting in a conversion. More than that, the focus on UX and SEO also guarantees that visitors stay around longer on the site, maximizing the brand’s chances of winning the coveted #1 position on Google for its targeted keywords.
Image source: touchbistro.com
Easy-to-Navigate Product Category Pages
Though the buyer’s journey may (usually) be complex and lengthy, some consumers prefer to get straight to the point.
According to research data, most people make impulse purchases at least sometimes, meaning that you also have to optimize your website for ready-to-buy search engine users who want an easy way to buy from your brand.
By optimizing your product category pages for usability and SEO, you can achieve the desired effect and make your site more attractive and functional.
For a great example, take a look at Ovaeda’s Composite Decking page. Note how this website features intuitive navigation and a powerful search bar. Moreover, check out the wide variety of filters. These allow web visitors to sift through product options, giving them control over their browsing and shopping experience and significantly shortening their product discovery journey, making it super-easy for them to go from evaluation to purchase in a single site visit.
Image source: ovaeda.com
User-Oriented About & Contact Pages
Though product quality and service reliability play a significant role in winning over customers for your brand, your prospects look at more than this when deciding whether to do business with your organization.
In fact, research shows that 82% of consumers want brands’ values to align with their own. In other words, winning over your target audience involves more than merely offering exceptional solutions.
With this in mind, your web pages must make it easy for visitors to evaluate whether your organization matches their demands and priorities.
In addition to creating an informative and to-the-point About page that introduces your brand to your target audience, explore additional UX hacks to foster connection-building on your website.
For example, the John Woodbridge & Sons Contact page encourages customers to get in touch should they wish to place a custom order or ask for assistance regarding a possible collaboration.
Image source: john-woodbridge.com
Or, if you check out the Patagonia website, you’ll see that it’s fully committed to highlighting the brand’s dedication to environmental protection. That’s why the brand even has a dedicated Action Works site section where the brand helps customers discover local organizations to join the movement of solving pressing environmental issues.
Image source: patagonia.com
High-Quality Content Pages That Solve User Pain Points
Sometimes, the best way to establish your business as the go-to in your industry (and achieve high SERP rankings) is to demonstrate your unwavering dedication to helping your audience solve their pain points — even when it doesn’t directly benefit your brand.
With this in mind, one of the critical types of web pages you need on your site to enhance UX and SEO is a high-quality content section that genuinely helps your target audience.
Ultimately, producing and publishing user-oriented content isn’t just a marketing strategy. It’s also one of the most elementary ways to boost brand credibility. Moreover, it’s an exceptional way to intentionally move your prospects through the sales funnel without making them feel like they’re under unnecessary sales pressure.
There are so many ways you can enhance the UX aspects of your company blog.
For example, if you want to demonstrate your brand’s user-first business policies, present readers with valuable content for free. The Discord Rules Template from Unita is an exceptional representative of a piece of content made to serve the brand’s audience. And seeing how it’s not locked behind a wall, it’s fully optimized to:
- reach and engage a large audience
- encourage all web visitors to perceive Unita as a helpful brand
- maximize first-time web visitors’ chances of doing business with Unita in the future
Image source: unita.co
Alternatively, you might opt to enhance your content pages with illustrations and infographics to maximize readability and increase user value. This is what BJJ Fanatics does on its Gilbert Burns Record page, knowing that web visitors want a quick overview of the facts about the athlete and a few tips on how to replicate his fighting techniques in the ring.
Image source: bjjfanatics.com
Finally, don’t forget that every tactic you employ to optimize your blog posts for UX and SEO can easily be adapted for the other critical pages on your website. Check out the Greenhouse Kits product collection page on the Greenhouse Emporium website. Despite being a resource meant to appeal to consumers in the mid-to-low sales funnel stages, this page evidently utilizes some content optimization techniques. These include:
- SEO-optimized copy
- the emphasis on readability
- high-quality UGC visuals that provide accurate product representations instead of software-enhanced studio shots
Image source: greenhouseemporium.com
Lead-Generation Pages
Research shows that about half of sales professionals find it challenging to generate leads. So, if you’re trying to maximize your brand’s success potential but aren’t sure where to start, it might be a good idea to focus on boosting user experience and SEO.
Even though these two outcomes don’t directly correlate to lead generation, they do maximize your chances of achieving your conversion goals.
When designing pages meant to capture leads, you’ll want to keep two things in mind:
- Firstly, remember that your target audience needs to know you have their best interest at heart in order to be willing to exchange personal info like an email for a valuable resource.
- Secondly, understand that the best way to generate leads is to capture your prospects’ attention by giving them something they genuinely want.
Look at how Classical Guitar Shed approaches its lead-gen web pages. Knowing that its prospects want and need high-quality sheet music for classical guitar, the brand put together an ebook of 30 beginner-friendly pieces.
Now, the thing about these compositions is that they can be downloaded almost anywhere for free. But, knowing that internet users want convenience, Classical Guitar Shed set out to create a landing page optimized to rank high on SERPs and which provides a stellar UX. This makes the page much more likely to attract potential customers. Plus, it maximizes the brand’s chances of wowing web visitors with a pleasant brand interaction (and converting them into high-quality leads).
Image source: classicalguitarshed.com
Trust-Enhancing Social Proof Pages
As you play around with UX-boosting page design strategies, don’t forget that presenting your target audience with social proof isn’t an option in 2024. Instead, it’s a necessity.
Stats show that 99.5% of consumers seek out and read reviews before committing to a purchase. More importantly, 45% of people won’t even consider buying from your brand if the product/service they’re evaluating doesn’t have any reviews.
With this in mind, enhance your conversion pages with testimonials and ratings. And, if possible, create dedicated social proof pages that testify to your brand’s capability and track record of meeting user needs.
The best testimonial format for your brand will depend on your industry. For instance, while ratings and reviews will work fine in ecommerce, you’ll need something more advanced when targeting B2B buyers. In these cases, a dedicated Customer Stories page, like the one on the Samsara website, will do much better in describing your brand’s/software’s capabilities.
Image source: samsara.com
Informational CX Resources
Last but not least, as you explore web pages that can enhance your site’s UX and SEO performance, don’t forget about resources that contribute to the overall customer experience.
Whether you’re an ecommerce brand, a service business, or run a SaaS company, empowering your target potential customers with in-depth, accurate information is always the best method of ensuring their satisfaction.
With this in mind, do your best to add any relevant and necessary CX resource pages to your website. These usually include privacy policies, shipping information, and help pages. But, if you want to minimize your work while presenting visitors with all the info they need, you can also do something similar to Symbol Audio. This brand collected all of its customers’ frequently asked questions into a single resource and did its best to provide informative answers, automatically improving the user experience.
Image source: symbolaudio.com
Final Thoughts
There you have it, the eight critical website pages you need to enhance user experience and SEO.
As you can see, none of these pages necessitate an out-of-the-ordinary approach to design or optimization. Instead, to make them genuinely beneficial to your business and audience, prioritize meeting your prospect’s needs. Do your best to always present them with valuable, relevant information, as this will maximize their chances of liking your brand and inspire them to become customers.
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