5 Effective Ways to Structure Your Website Pages for CRO

We know that you may have put your blood, sweat and tears into creating a beautiful site but it becomes a wasted effort if nobody is looking at it. The truth is, it’s best to ignore your feelings and follow the data (you’ve probably heard that before). 

As a Top Atlanta Marketing Agency, we’ve seen every type of website you can think of. Websites built on different platforms, created by a variety of business owners with unique personalities who put time and money into building what they thought was the ideal platform for their business. Unfortunately, aesthetics alone will not bring in the numbers to drive traffic and convert sales. 

So, how do you create a website that not only drives traffic but keeps users interested in your content? Let us walk you through it!

Appropriate Number of Service Pages

Many businesses in Atlanta will have two or three services on one page and although it may seem efficient to bundle your services this way, it’s not doing you any favors. Each service or product should have its own page. And if you don’t believe us - take a look at the stats: the more pages you have, the more content gets indexed, and the more likely users are to engage.

Filling your website with a variety of optimized content and resources increases your site’s authority on search engines (SERPs). When you give each service its own space, it becomes easier to optimize and rank on Google. Truthfully, it just looks better! A clean, streamlined page without overwhelming blocks of text is way more appealing to visitors.

And let’s not forget about navigation - people love simplicity.

With dedicated pages, users can easily click on a tab and go directly to what they’re looking for. It’s a win-win: a better experience for your audience and a boost for your site’s performance.

Optimize Your Website for Mobile Users

More than half of your website traffic will come through their mobile and if it isn’t optimized for them, they’ll leave - increasing your bounce rate and lowering your chance of conversion. A mobile-friendly website isn’t simply shrinking the desktop design but making it fully responsive and adaptable to different screen sizes.

Mobile users are notorious for their little patience and slow pages will frustrate them. Prioritize fast load times and keep text easy to read without excessive zooming or scrolling. The goal should be a smooth, intuitive navigation with tap-friendly buttons.

As an added bonus, Google prioritizes mobile-friendly sites in its search rankings, so optimizing for mobile doesn’t just enhance user experience - it directly impacts website SEO and CRO performance.

Create Content that Converts

Your writing style should reflect your company and attract the right audience. Think about the last time you read something that truly captivated you - what made it engaging? Was it clear and relatable, or was it full of industry jargon that danced around the point?

A crucial part of compelling content isn’t just what you say, but how it’s structured. Headers should be used effectively to highlight key information and text should be broken into digestible sections. A general rule is to keep paragraphs two to four lines long to maintain readability.

Make sure your headers communicate value, not just features. Instead of leading with a service that might confuse your audience, highlight the benefit or present a problem-solution approach to encourage engagement.

Many Atlanta businesses struggle with CRO because their sales copy is either visually unappealing or difficult to absorb. A simple strategy to structure your copy would be to state the problem, emphasize its impact and provide a clear solution.

Always bear in mind that information overload is real. It’s best to keep your word count between 200 to 400 words on a homepage which is enough to inform, but not overwhelm. If you’re struggling to keep your copy engaging while maintaining the word limit, you’re not alone - even your competitors face the same challenge. Copywriting is an art form, and structuring it well can make all the difference in your conversion rates.

Use Clear and Actionable CTAs (Calls to Action)

Once your visitors have read through your content, what do you want them to do? What action would you like them to take? The ultimate goal is to have them contact you about your services but they may not feel incentivized or connected enough to do so. 

The best way to overcome this would be to offer a free incentive that could help them to overcome a common issue that your audience faces. For example, if you are a tax consultant then you could offer a downloadable checklist or free consultation.

CTA’s are incredibly important to your website. They give your users a clear path on what they should do next. When you lack enticing CTA’, users are more open to leaving rather than exploring the remaining pages. 

Before you go CTA-crazy, be sure to mix them up a little and place them accordingly. On a blog, you may only have one CTA but on a Home page, you may have four. Ultimately, you don’t want to bombard your visitors with sales tactics, but keep your visitors engaged. They should feel as though they’re getting something out of it! 

Improve Website Load Speed

Efficiency is key as patience wears thin with web browsers. Nobody likes a slow website, not even your audience. A slow website equals high bounce rates which mean less engagement and minimal sales. Your website needs to be fast and responsive. 

Focus on creating a website that puts user experience at the forefront. If that means you have to sacrifice some parts of your design to ensure your load speed is efficient, then so be it. You only have a few seconds to make a first impression!

Implementing CRO Strategies

These strategies will help you build a website with a strong foundation for optimal conversion rates (CRO). By structuring your website effectively using one of our 5 strategies, you will set yourself up for higher engagement and better conversions.

The more your pages are optimized, the better your chances of loyal customers. A great looking website is important but true success lies in functionality, clear action and a seamless user experience.

CRO isn’t a one-time fix but an ongoing process. Continue to analyze the performance of your site, listen to user feedback and follow the data. Your website is an investment and the more you put it into it, the more your business will stay competitive and continue to grow.