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Most blog support pages are under-utilized and lack clarity. Instead of adding value to the brand, these pages take away from the reader’s experience and the blogger’s reputation. In the past, I have covered best practices for crafting the about page, services page, and portfolio. Maybe you want to create a press page or a collaborations page? Here are a few best practices to follow regardless of the type of page you are creating.
Click Tunnel Vision
Every website owner wants an additional click and page view. Do you wish to have a person click once or repeatedly? When readers click a link, they expect the link to take them somewhere that will display rich and accurate information. Remember, most users visit your site through either an individual blog post or the home page, and then they visit the support pages. If that first click does not provide them with the information they are seeking to find, you will have likely lost them.
Linking to underdeveloped content is an awful practice. When you add a link to a page or category to your menu, it is important that the URL is worthwhile to your reader – full of rich content. I encourage my clients to ask themselves the following questions with each one of their website pages:
- What is the purpose of this page? Does this page solve a problem? If so, how?
- What do I want the reader to do after engaging in the page content?
- How does this page contribute to my overall brand and business?
Unfortunately, it is easier to point out what not to do, as it is so prevalent in the industry. Here are two examples (relevant to both bloggers and creative entrepreneurs):
- Work With Me for Bloggers: Consolidate opportunities to collaborate and work with me on one page that also includes images/links of your experience with those collaborations (press/portfolio) and how they can contact you (contact).
Work with Me + Press + Contact = Effect Collaboration Page
- Shop Page for Affiliate Links: Most bloggers use “shop” as the keyword for their shop page, and it is so generic and wasteful. It has absolutely no SEO effectiveness. On the other hand, let’s say your shop is full of affordable and stylish pieces. Set up a shop page with the keyword “shop affordable style”. Include an image and 300-word description of what these pieces mean to you, and then include the affiliate links. You can seasonally change out the affiliate links and even the main image. Your structure of the page is now optimized significantly for better SEO.
- Images + Text: Pretty is not always effective. Another frequent and terrible mistake is crafting images with text, and then not including any text within the page. You know those beautiful About page collages or a graphic on how to use LIKETOKNOW.IT. Well, those pages are worthless without the text, so don’t leave it out. If you want to give your page a unique look, I recommend using Column Shortcodes plugin.
Opportunity Is Not Always A Benefit
With WordPress and other blogging platforms, changing out your content is easy, even after you publish a page. Unfortunately, it is far from a best practice. When you publish a page, it should be finalized content. In a month or two, adding updating X page to your to-do list is incredibly ineffective. The time you spend updating something you already created takes away from you adding or growing your business. Likely, if you published a page before it was ready, you also have to understand that regular visitors have visited that page, and formed their opinions about your content from that impression. First impressions are very impactful.
You might also like The Biggest Thing Holding Your Brand Back and The Do’s + Dont’s of Creating Awesome Graphics for Your Brand.
Want more Blog Design tutorials? Check out these posts!