A website owner asked a question on LinkedIn, concerning how to increase the visibility of their website in search engine results pages (SERPs). When I visited his website, I decided to write a response to him about how to reduce home page bounce rates instead. Why?
Because from what I saw, I knew that reducing his home page bounce rate at this stage would be of more value to him than improving his rankings.
His initial question was “My Website is “xyz.com”, can anybody tell me how I can improve my website ranking and SEO?”
This was my response to him.
This is not necessarily what will improve your website’s “Ranking & SEO”, but this should help improve the user experience for your website visitors. By improving user experience, you will reduce your home page bounce rates.
From what I can see, I bet your bounce rates are way higher than 50%.
There is no point in getting to number 1 in the SERPs, when people who go to your website leave immediately.
This was my experience on your website.
After about 8 seconds on your website, I didn’t’ “get” what you do, or how I can benefit from it, so I felt like leaving, a typical website visitor would have left your site at that point (bounced).
Anyhow, I decided to stay longer and this is what I noticed:
- A logo, which does not tell me anything.
- A tag line “Creating Technology that Unites & Delivers”. It does not tell me much either. Unites what? Delivers what?
Oh hang on, there is a banner flashing at me below…
“IT Services…” before I had time to make sense of it, it was gone. Then came another message “E-governance…” before I could read that also, it flew by… So I decided to leave at that point.
When people land on your website, you have 3-8 seconds (not more), to answer the following questions for them:
- Where am I?
- What can I do here
- Why Should I do it?
If you don’t answer all 3 questions in that time, they click the back button and are gone forever.
Your Logo & Tagline (which should be at the top left hand side of your page), must answer the question “Where am I?”.
People read English, French, Spanish etc from left to right.
If your website is for Arabic readers, you would be justified in placing your logo & tagline at the top right-hand corner, because they read from right to left.
Your Headline should answer the question “What can I do here?”
Your copy should answer the question “Why should I do it?”
Brian Eisenberg the author of “Waiting for Your Cat to Bark”, puts this differently. He calls them the “The Conversion Trinity – The 3 Step Magic Formula to Increase Click Throughs & Conversions”. These are:
Relevance – giving the visitor what they searched for or what they want or need.
Value – Clearly telling the visitor what is in it for them
Call to Action – telling them exactly what to do next.
I then proceeded to give him some recommendations based on his website needs. You can read these below.
So here is what you should consider doing:
Create a separate website for each of your main offerings – IT Services, E-Governance Solution, MI Portfolio, Internet Marketing, etc. But still maintain your current site as a corporate portal.
I think you will have more luck ranking each of the smaller sites individually for your keywords, than the current umbrella site.
- Move the logo & tagline to the left.
- Improve your tagline to give visitors an idea of what your website is about.
- Include a benefit driven headline.
- Include some copy on your page, along with bullet points.
- Include calls to action that should tell your website visitor exactly what to do next once they finish reading. Tell people what to do next.
Most websites (including yours) can benefit from these recommendations including your own. Look at each one of them and see how they apply to your home page or landing page.
I believe you can significantly reduce your home page’s bounce rates by effecting very small changes, by putting yourself in the shoes of your website visitors.