The second installment…
In 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.