You Have Great Website Content. But Can Your Users Find It?

Today’s website visitors are getting lost.

If there’s one thing we’ve learned from heatmaps and website session recordings on behavior analytics tools, it’s that today’s websites aren’t as intuitive as you may think they are.

We’ve been told over and over again that we have mere seconds to grab a visitor’s attention. Based on our experience, that still seems to be true. Most websites we audit see less than 50% of traffic scrolling past the third module on the homepage. Users are scanning your site for information, and if they can’t find it, they will likely bounce quickly.

Short of laying a yellow brick road, what can you do to get these users where they need to go?

Organizing Website Content is Key

If you find that your content folders and structure on your site have become a bit bloated, consider a reorganization effort. Pull together a report of all your existing pages using a free website crawler (e.g. Screaming Frog). Once you have a full inventory, start grouping your content pages by category, audience, and/or service type.

You should also review the performance of your existing content and identify the top 10-15 pages website users visit the most. These pages will need to be high up and easily accessible in your navigation and page structure. A new sitemap and folder structure strategy is an important piece to help you visualize the groupings and ensure the structure you create is scalable for future content needs. Utilize card sorting tools and sitemap tools to create a visual representation of your content and map for your users.

Evaluate Your Website Navigation Structure

Your navigation is one of the most important features of your website. Users read a navigation from left to right, so it’s important to always place the sections and pages with the highest value all the way to the left and at the end of the navigation on the right. Utilize button styles for CTAs and consider menu styles like an expanded navigation to feature highly-visited pages and provide a full view of your offerings.

Regularly Review Website Behavior & Optimize

Utilizing a tool like Microsoft Clarity or Hotjar can show you how your website users are interacting with your content and menu. Content strategists and conversion rate optimization (CRO) experts can review the tool’s findings and provide options for improving the overall experience. It’s recommended you review and analyze your website’s user behavior every 3-6 months, at least. You also might want to try testing strategies to confirm your ideas hold up.

You Don’t Have to Master Content Findability On Your Own

Content organization, findability, and optimization is in our DNA. We’ll help you analyze your user’s behavior and provide recommendations on how to improve the experience on your website so your users can find all that great content you’re providing to them.

If you’re ready to get started, let’s chat.