Firstly,The Write Approach Professional Services creates and edits website content, and has access to talented team members who specialize in designing and developing websites to help clients grow and expand their businesses.

Before we discuss current website best practices, let’s review a brief history of website conventions to see how they have evolved over the past 15-20 years. The content, purpose and structure of business websites has changed significantly over time.

A website’s home page is the main page a visitor navigating to a website from a search engine will see, and it serves as a landing page to attract visitors. Your home page can also helps visitors decide whether or not they will continue exploring your website. According to Adobe, approximately 38% of users who believe that the mages or layout you have used will leave your website. First impressions matter!

Let’s travel back to 2000 for a moment. Typically, home pages had very little content on them. They had the company’s name, logo and the option to enter the site. Users often had to choose to explore the site in English or French. The sole purpose of the home page was to enter the website.

Fast forward to six or seven years ago when one page websites were extremely popular. All content was conveniently placed on one page, but there was a major drawback to this approach – very few people actually read the entire website! Regardless of how engaging your content was, many potential clients left before they found what they were looking for..and potential sales were lost.

How should websites be structured to help businesses grow in 2019?

Current website best practices have incorporated past lessons to help business owners reach customers with a user-friendly structure and interesting content. The one page approach did not work well for businesses with multiple offerings because users needed to scroll through a lot of content before they found what they were interested in.

In 2019, websites look very different. They invite users to read more by briefly introducing the business and services on the home page with links to more in-depth content about different portions of the business (i.e. detailed information about specific services, the company’s history, the team, etc.).

Visually, this structure is a pyramid. The home page is at the top, and the subpages (pages that follow below the top-level page in a site’s navigation; they often appear in a drop-down menu in the navigation bar) to organize and make specific information easy to find.

Bounce rates, the percentage of visitors to a particular website who leave the site after viewing only one page, have improved significantly for business owners who use this structure. Currently, this structure is also the most effective to improve your ranking on Google, Bing and other search engines.

Is your website content resonating with your target audience? What kind of layout does your website have? Have clients told you that they had trouble finding specific information about your products or services?

When it comes to using your website as a business conversion tool, quality content and structure matters. Make 2019 the year that you invest time and effort into your greatest marketing tool – your website.

The Write Approach has experience supporting clients in different industries: