Is Your Website an 80s Television Sitcom?
It's time for a much-needed website refresh.
After examining analytics and usability studies to help determine where people are going and what people are clicking on when they visit your website, you head back to the drawing board for some design tweaks, layout modifications, navigation changes, etc.
Learning that many of the ideas that you once thought were good ones have ended up going nowhere can be a harsh reality check. There's also sure to be a good amount of static content that deserves little or no real estate online anymore.
So where do you start?
The biggest and most noticeable change in your strategy likely will be not spending as much time on the home page as you have done in the past. Quick and easy views of the most recent and relevant content are what visitors want from a home page and forcing them to have to figure out where to go or what to do next will likely result in a bounce.
On the positive side, your search engine optimization (SEO) and social media efforts are paying off. Website traffic continues to increase as your content pages (stories, blog posts, etc.) now demand much more of your attention.
An analogy can be made to what television sitcoms have done to their intros over the years. Think back to the 1980s when sitcoms spent a lot of effort trying to convince viewers to stay tuned by producing introductions to their shows that showed every actor's name and funny clips with theme songs many people my age still can sing today. Some of them lasted close to two minutes!
Don't remember them or believe me? Here's a couple I will never forget: The Greatest American Hero and The Love Boat. Compare them to what we see today: How I Met Your Mother and Two and a Half Men, each under 30 seconds!
Good luck with your website refresh project. And if someone brings up your home page as a place to start, just mention Doogie Howser, M.D., Mork & Mindy, The Wonder Years or Full House.