The Paradox of Parallax Part 2

Make sure your calls to action are really visible...

The second installment

one-page-webistesIn part 1 of ‘The Paradox of Parallax’ we explored the marketing issues surrounding a parallax or long scroll, one page website. In this next installment we’ll tell you exactly how you can have your cake and eat it too.

To achieve that long scroll look, but to enjoy the search benefits of a more traditional site, it’s important to build out tens, twenty or hundreds of content pages based on smart keyword research. Research tells us that in excess of 80% of your website traffic will come from your interior pages as a result of your search traffic. Therefore, a key strategy is to incorporate a mix of engaging long scroll pages with shorter, more focused ones.

To encourage scrolling, ensure that high quality content is on offer the whole way through so visitors are happy to keep scrolling. If your first few lines are punchy and engaging, then chances are the visitor will be happy to read on.

Make the most of Your Calls To Action

Perhaps most critical of all, do not hide away your calls to action, or relegate them to the bottom of the page. Make sure there is no doubt in the reader’s mind what action to take and make it easy for them to do it. While there will always be the temptation to focus on the look and feels of the site, the main aim of any website is to gain customers, so consider what they want first and remember you will likely not be the target audience, so make sure the call to action is clear and up towards the top of the page.

Monitor how visitors use your site. Use in-page Google Analytics to see where visitors click the most and how long they stay on the page. If you find that they’re not clicking on something important that’s at the bottom of the page, move it up.

The moral of this story is, even if your site looks slick and trendy, it’s a wasted investment if you’re, one, not getting the web traffic you need or, two, if potential customers do land on your site and find that the content they’re being served turns them off. If this is the case, you may need to rethink your one page website, focus on adding more high quality content, or potentially adding more pages to your site.

Our Call To Action

Remember, there’s no need to suffer in silence either. The services of a professional web design, SEO and content marketing agency, like Sokada, could be a good place to start, even if you just fancy a chat about your web headache. Drop us a line to see how we can help, or perhaps even call us on 01435 817226.

What’s This All About Then?

Parallax, the long scroll, the one page website. They all sound like very different things, right? Well, in fact, they’re not. They are the same style of web design that contain a number of different elements (e.g. who we are, what we do, our products) on one page. The popularity of this format has grown considerably over the last few years and continues to play a central role in the design mix.

The beauty of a Parallax-style site is that viewers can simply scroll down the page and see all of the website’s content without having to navigate to elsewhere on the site. Alternatively, the user can also navigate to a specific section of the page via on-page links or via the navigation menu.

The Paradox of ParallaxWhat’s The Catch?

Parallax is trendy, sleek, stylish and visually engaging. So, what’s the catch, I hear you ask? Well, there’s one drawback… Parallax is not easily marketable. From an SEO perspective, a one page website is nigh on impossible to rank in Google.

Imagine for a moment that your competition has an equally cool and stylish website incorporating all the latest web design trends, but instead of one page they have 10, 20, 30 or 100 pages for viewers to browse. Who do you reckon Google is going to send more traffic to? You? Not a chance.

Every single one of their pages has been optimised within an inch of it’s life with a single key phrase that drives people to their website, thus driving lead generation, new customers and PROFIT!

Your trendy looking, one page website will likely have many different topics condensed into a single page, therefore does not rank well for any given high value key phrase, unlike your competitor’s flashy, multi-page, expertly optimised equivalent.

How To Work Your SEO Around This Style

A cardinal rule of SEO is that the more pages you have, the more traffic you get. Every page is a rich mix of fact and figures that will be entered into Google’s search engine index, will show up in searches, and bring prospective customers to the door. Not to mention, having high-quality content on a particular topic basically tells Google you know your stuff. And if Google thinks you ‘know your stuff’, it is highly likely to send more traffic your way.

But remember, any old content won’t do, it needs to be of high quality, add value and be engaging for your target audience, otherwise you can be sure no one will be stopping by again. Building a great looking site is all well and good, but, just like us, we need food and water to keep us going, a website needs quality content to keep it nourished.

There are other issues to factor in when deciding whether to choose a single page, long scroll website too. Most online consumers simply aren’t willing to scroll down as much as you want or need them to. So dropping that essential call to action button at the bottom of the page is a complete waste of time if most of your visitors will never see it.

This is in comparison to a more traditional website design, where you’ll usually find it above the fold, prominent and immediately. Call to actions will also usually be built into the user journey, with prompts along the way, often on each page. Stats have shown that traditional websites have a much higher customer conversion rate than the trendy long scrolls with the call to action buried at the bottom of the page.

If, despite everything we’ve told you about the potential pitfalls of long scroll sites, you still fancy a Parallax site, well, we may have a solution for you. Long scroll sites can be effective, but you’ve got to be smart about how you approach the build and be sure that you have plenty of great content to share.

What To Do Next?

Stay tuned for the next installment to find out how you can achieve that long scroll look, but enjoy the search benefits of a more traditional site.

But in the meantime, if you want to make an enquiry or find out how we can help with getting your website seen online, then please get in touch