The CMSIntelligence Blog

Quality over quantity creates a successful website

Posted in General / Education

I recently had the opportunity to meet with a small business who is just like many of our clients – trying to figure out how to be successful online.

The one unique thing about this client was how they were trying to attract visitors to their website. Their strategy? Quantity, quantity and more quantity!

Their philosophy was to have as many pages as possible to capture the as many online visitors as possible. Seems like a logical approach, right?

One might say that this method was even working to a certain extent. Their website was receiving 1,300+ unique visits a day. Not too shabby for a small shop.

But, when we looked into the stats more closely, we discovered that more than 70% of the visitors were leaving immediately after opening the first page of their website (this is often referred to as bounce rate).

70% of visitors didn’t get past the first page!? Ouch...!!! What a staggering number!

In addition to that, most of the other visitors were hitting only 2 pages before leaving. At the end of the day this business is receiving about 9 calls about their product. That’s less than a 1% response against their total daily online traffic.

Something needs to change, and change quickly!

Quantity can be a great strategy to attract more visitors, but it has to be done right.

You need to identify what you’re trying to achieve, present the content effectively, and include a strong call to action. In this case, this website was only focusing on getting visitors to the home page. Once they arrived, there was no strategy to keep them on the site and the presentation was weak.

If you’re running a small business website and are finding you’re running into a similar problem, here are 3 simple ways to start improving your bounce rate:

1. Quality over quantity

You’ve probably heard ‘Content is King’ – and it is – but it needs to be good content. Review the pages that are not working and re-write the copy to be more relevant to what you’re trying to achieve.

2. Provide a solution to their problem

Your visitors are coming to your business because they need something. It’s your job to identify that need and communicate it clearly with a simple solution. That solution should also include a call to action so the visitor is encouraged to take the next step.

3. Formatting and Design

Your content needs to be presented effectively with clean formatting and a design that draws in the visitor. If they can’t find what they’re looking for in a few seconds, they’ll leave and go on to the next website.

Think about who your customer is. If half of your visitors are accessing your website on mobile devices than you need to look at Responsive Website Design rather than a traditional fixed-width layout.

Final thoughts...

Like any website, your business should be treating this as an ongoing project. You may not get all these steps right the first go, but with some fine tuning you’re sure to start seeing improvements.

Have some ideas of your own? Post a comment below. We'de love to hear from you...


Larry Chartier
Creative Director


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