What’s the Main Goal of Each of Your Pages?

by Derek Halpern · 18 comments

goal

Listen:

If you want people to take action on your site, you need a clearly defined goal for each of your pages and posts.

Question is what goal should you have for each page?

Keep reading.

What’s the Point of Single Post Pages?

This is your “bread and butter.”

When you fire up Google Analytics, you’ll notice that most of your traffic hits your single post pages. Not specific posts, but single post pages as a whole.

Also, you’ll find that most of your traffic hits these pages from links, search engines, or social media.

Keeping that in mind, your single post pages should have one goal: turning random visitors into loyal visitors.

So how do you satisfy that goal?

There’s 3 steps:

1. First, make sure you have enough email sign-up forms on your site. In general, you want one above your sidebar, at the bottom of your article, and maybe one in your footer or a small feature box.

2. Make sure you interlink related articles WITHIN your content. Not only is it good for SEO, it’s also good for keeping visitors on your site. (If you’re wondering, a list of related posts after your article completes just isn’t good enough anymore).

3. Create one key action, that in the best case scenario, you want every single visitor to take.

For example, here on DIYthemes, we use the Hello Bar to promote the free ebook Nonverbal Website Intelligence. It’s our main action because visitors must trade their email for an ebook.

Here’s the Real Goal of Your Home Page

Here’s where most people mess their web design up.

Yes, your home page should highlight your newest content, but think about who visits your home page…

If you, again, fire up analytics, you’ll notice that most people click to your home page from your single post pages (they are your most popular pages after all).

What does that mean? It means you’re dealing with random people who got a little warmer because they’re clicking around your site.

And that’s why I’m extremely aggressive with lead capture on my home page at Social Triggers. I use the big feature box, which is built into Thesis, and it converts extremely well.

I know this goes against the grain, a bit, because people often say “well, what if my loyal visitors just type my domain name into their address bar each day?”

And that’s true…

But I treat my website very simply. I want people to visit my site, get value, and give me their email. Then I maintain and build the relationship through email (not blog comments).

How to Make Category / Archive / Tag Pages Work Well

By now you’ve noticed a trend.

Each page of your site should convert visitors into loyal visitors (which really means email addresses).

And Category / Archive / Tag pages are no different.

But there’s an added benefit:

WordPress category pages are GREAT for SEO when you use them right. Add introductory content, an email sign-up form, and then list all of your posts, and you’ll be set.

Then, you can funnel traffic to your category pages by linking to them within your content. You can also link your category pages when you do guest posts on other blogs.

But there’s one more goal for these pages:

You want these pages to feel like complete resources. You want people to visit these pages, and feel like they’ve learned everything they can learn about that specific category.

Or more importantly, everything they can learn about that category, and why you’re the #1 source for information on that category.

That’s why you need both introductory content and lots of articles. Refrain from using categories that only have a few posts in them. Instead focus on building categories with 10 or more posts in each category (or more).

The Bottom Line

How do you treat each individual page on your site? Are you trying to get emails? If not, you can simply replace email signup forms with ads, and you can score ad clicks.

About the Author: Derek Halpern ran marketing at DIYthemes, and is the founder of Social Triggers. To get more tips on how to be confident, sign up to his list here.

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{ 18 comments }

TheUglyKoala

Hey Derek,

Do you think there is any value in having a mixture of ads and email.
I wonder if I should have ads above the fold because of people finding me by typing in “random stuff” into Google.

I know my site has nothing to do with what they are looking for. So they’re not going to be an email sign up, so is it worth having ads for them to click on. But then have none further down the page just email stuff. cheers Derek

Derek Halpern

I think there is a happy mixture of both. Depending on the pages, you can customize it by page. For example, read this post here:

http://diythemes.com/thesis/mine-your-website-for-more-subscribers-and-sales/

Marie

Derek, you are seriously amazing. Have I told you lately how much I love you? Great stuff man and SO damn useful. Thank you for this and all you do!! :)

Derek Halpern

Oh snap, Hey Marie, thanks for stopping by. I think you should be whipping together a nice Feature box for MarieForleo.com too :-D

Marie

You are 100% right! I need to get crackin’ – very excited to see you again soon.

Andrew p

Do you know how I can get a beta key for the hello bar?
Maybe you could see about being able to give away a certain # of free beta keys to thesis users as a promotion? Great article, thanks.

Jamie

Derek, I love ya, but giving advice (AHEMRELATEDPOSTSAHEM) and then not having it implemented on the blog you’re giving that advice from? Mayhem.

Derek Halpern

You obviously didn’t read that paragraph. You’re skimming hard :-P . Reread it.

TJ Gilsenan

Derek – Thanks! Great stuff as always…TJ

Steve

Derek, you really are the best at building and maintaining relationships with your visitors. I don’t know how you pull it all off, but I am always amazed with how you consistently follow up with an appropriate email. Keep up the good work!

Bill Taylor

Helpful article. Factual info like yours is the key for me.

Vivek Parmar

Single page works well and helps you to increase conversion rate. It works well when it is on top of SERP and the visitor finds it useful and builds a turst and faith on your website.

Melanie Jongsma

Lots of good stuff here, Derek. Thank you. Has there been a recent change to the way Thesis handles Category descriptions? I had followed your advice in an earlier post and added descriptions to my Category pages. Then when I read the above post, I went back to my descriptions and added an invitation to subscribe to my blog. But when I view the pages, the descriptions are not there. I went back to your post about Category pages, and it looks like I’m doing things right, although your instructions and screen shot don’t exactly match my screen anymore, since I upgraded Wordpress. Any ideas?

Melanie Jongsma

I just figured out that I needed to move my description for each page into the “Introductory Content” field. Problem solved!

Jamillah Warner

Love this. Nice and simple. Thanks!
-MsJ-

Sam@fusiondiary.com

It really does make total sense to make the most of single pages, since they bring most of the search traffic. Wondering if a pretty home page is helpful in adding brand value ?

Rob

Great advice, thanks Derek!

Have you got any advice on how/where to get a great featurebox for Thesis created?

Rob

Helio Campos Ferreira

Ola Derek ,
Muito obrigado, eu estou imprecionado com a praticidade inteligente
de seu trabalho, com conselhos dicas, e tudo mais, obrigado de Coração.

Tudo de Melhor,
Helio.