Should you breakout a page into several pages?

In this week’s Office Hours, we discussed whether or not you should break-out a single page into several other pages?

Follow us as we discuss the thought process behind whether or not to break-out one page into several different pages. As we discuss this, we look into Google Analytics– to see how our website visitors use this page- and consider things like how customers are looking for what we offer (also known as keyword research) and how to produce a page that can meet the customers’ needs. Of course, don’t forget about the call to action!

Transcript:

If I can see, you’re talking about Break Out pages and offering new, you know, new pages new products and stuff like that. It. In, in the processes, there’s the optimize a page for search process. Review that process because it says it recommends Pages. Be fairly long. If you have pages with a lot of very short content. You might be hurting yourself from the ability of Google to serve it up to customers. So I do tend to recommend long pages. there are a couple reasons for this, if one of it is just the fact that by having long Pages, you’re going to get a lot of traffic for things that you didn’t anticipate. People were looking for because you talked about a lot of different things. It’s not that Google says, oh you have eight 799 words and I want 800 words. I’m not going to show insert. That’s not how it works. It’s just you increase the opportunity for people to find you. The more we talked about on a page. So take your time and have as long, a Pages, as you can cutting things down to Shorter pages is it is a great way to lose a lot of traffic. Because you’re very to, you’re too specific on each page. There’s also a that just pop, it cold. What was the topic called on your on the Curious ends? Oh yes, I will. Hold that up for us. So we’re going to go back to El. I have a new navigation, I can go like this. I can go to the SEO process. Is Luke’s new web design, awesome. All right, so Optimizes specific page. Number 12, And this is just you. Assuming you’ve done the keyword research, which you’ve recommended that you do, once, you know what people are searching for, this is how you build the page and This is what I’m talking about here. Google tends to like longer content, no lydian for no less than 800 words. If it’s 799, don’t add a word, but if it’s 600, you need to add some more. You know, if you had, if you can put 1500 words on a page, that’s awesome. That might be a little much, but like, and again, it doesn’t have to be just words, put Pictures, put some video, put some other things in there, break up the content a little bit. Be sure to use headlines. Be structure to use bulleted lists, but you really do need to have fairly long Pages. Can we review how to through analytics view traffic on a specific page? Because I want to see if the page is having a problem as is because I think it is. Do you know what I mean? I’ll be curious to know what you mean by that, because so why don’t you share? Your screen before you leave. This, can you copy that URL and paste it in the chat for statement? Thank you. Okay. Do you want me to go to the website or to analytics? Good Analytics. You know, I’m going to allow you to share and I want to go to analytics and find the page and I want to see what you think analytics can show us. So Tricia just full disclosure use that page for optimization but don’t skip the processes don’t skip. Oh yeah, yeah, I was sharing the wrong screen. Not letting me. You’re going to laugh. It was like off screen, that’s not okay. So you have to help me. Where do I go to feel? It’s all good, acquisition acquisition? All traffic. Good and channels. And then on the top of the graph, go to other, sorry. A top of the test table go to other. Okay, if it’s near the bottom of your screen. Yeah, other, there you go. And type landing page. There you go. Select commonly used. Okay. Now, is there a way to see how many people visit that page when it’s not a landing page? Yes. Okay. Because that I don’t think anybody lands on it. I don’t know. I’ve never seen in our dashboard as a place where we have traffic land, well but that’s that’s only a limited number of pages. So right now what we’re looking is regardless of how they came. These are the top landing pages on your site. Right. Hmm. And so what are you trying to before we go? What are you trying to learn? I’m trying to learn if people actually view this web page on our site like at all. Okay, so then, let’s go over to the left and rather than acquisition go to Behavior at close acquisition Behavior. Site content. All pages. And so now you can in the search bar type, something that would get you to the page for which you would like. Well, it’s so it’s very literal. So there was a dash between those two, so don’t put a space for the dash. Yeah, and now try it. Okay, so within this time frame, if we scroll up to the very top one another time frame, last week. Yeah, they’re 20, 20 views by 13 people. Pageviews unique pageviews three of whom entered your site on this page and one of whom left your website. Okay, and so, if we change that to the month, 50 people went to it. Or is there 35 people into it 50 times? It is the four people came to your site after finding this from several any sort. We don’t know what source, right? We just know that this was the entrance page your site for times. And the exit 20 now. Can we see? With it. I’m sorry. Can we see with like the flow, like where they go from this or how they get to it? But a navigation summary at the very top of the chart. Oh, thank you. and then see at the underneath the graph, there’s current selection and is a slash Nope, there go click that. Now try parenting classes is the right there. One of your top pages is parenting classes. So this is entrances. 8% previous page. Is 92% what were those previous Pages? Most of them from your homepage? And then what do they do afterwards? Most people went to purposeful plan to Parenting. Interesting, most people want the second most home page. This is kind of people, this is tend, right? Preview means someone was modifying page and clicked on it. But this shows you that’s fairly important page. Now, it’s important as far as traffic but we don’t know. Is, is it generating any sign ups? Now, I was pretty I’m listening to you as I live with us. So this is not this is just telling us traffic. This doesn’t mean someone And called you or contacted you for this. This just means People viewed it. They could view it and say I don’t want this at all. This is stupid and you would have no idea from this. Right. It could very well be that they viewed this in called you and because we don’t have phone call tracking, we don’t know that they called you from this page, right? So we just know is a fairly significant about people looked at it, right? And afterwards 73% of people. Well, I should say 26 percent of people left that they leave because they found what they were looking for and called you. And you don’t, maybe that’s it. They leave because they’re like, oh hell no. Probably what I or at least my instinct is the page as it is now. Doesn’t give people what they’re looking for when they click on it. Which is why I think there’s a lot of Click through to another page if that makes sense. Well it and look at the top of the third one, the third and fourth most popular page to visit after are both parenting pages. So, yeah, I mean, I know we only have two minutes left. Can I pick your brain quickly on? Well, Trisha. I want to add a question to and I do we get to her question. But even though we only have two minutes left or she could say no, that’s okay. Defer. We can talk next week about my question. Okay. Wait. Okay. So this is what the page looks like right now. So as you can see, it is super text having with it really reads, more like a frequently Asked question in my opinion, than anything else. And then, what my kind of proposal was Is. To turn it into something more like this, where we get on it and it says, like, for parents, or parent resources. And it has navigation, then, to what we’re look to treat it more like a navigation site, and then for each of these individual topics to have that text, that’s relevant and the links and things in that. Does that make sense? Or am I shooting myself in the foot with that So what is the goal of these Pages? The goal is to direct more traffic to purposeful parenting to our sleep training, to these other things. We’re probably going to how much money do you get per traffic? Well, that’s what we’re trying to increase, right? But that you don’t get money from traffic, you get money from signing up for a course, right? For for You know, signing up for training for, for downloading. A resource may be like, that’s what? So that’s what I think is missing from this is almost the what you this is a very much about what you can provide, but it’s not about what you. Hey, dear, customer can do now that you’ve visited us. Here’s how we can help. Yeah, that’s what the follow your call to action. It’s almost just acting. That’s what I feel like is the problem with the current page is there’s not a call to action. Well, and I think you need that for sure, and I think breaking it down, like, I’d be hesitant to, you can improve the existing page, but I’d be hesitant to gut it like that. Because it’s pretty important, you could break it out but I would and use it like as a navigation page because only a few people are landing on it from outside. Yeah. But clearly people who land on your site are interested in parenting resources. They’re going to it from within your site, not from outside your side. Hmm. So what you’re doing, I don’t think shoot you in the foot, okay? Because it’s not like you’re getting a lot of SEO traffic for parenting classes. Yeah, and I know you’re a very specific kind of parenting class. Yeah. Right. So over trying not to be that’s what the thing is. Well that could be a chill but if so if you were to do this I think you could you could make this happen by following something like the the principle you’re trying to do and just making sure each of those pages has a significant amount of content on them. Yes, with 80. Cold action. You know, we all the big red button that you can’t miss. How do you sign up for a parenting class at the top of the page? It’s in the middle of the page. It’s at the bottom of the page brain. Dead monkey could still sign up for a market of parenting class because it’s so obvious. Yeah, and have pictures pictures from classes pictures of teachers, and so it’s not just a vomit of text, but it shows what it looks like. It kind of sets expectations. Shinzo we’re sitting on the couches or we’re sitting in a classroom or how are people dressed or, you know, you can’t these kind of questions that your pictures can answer that offer value and don’t just have a lot of work, but you will need a lot of words. Do you think it would make more sense to do? Like a jump to link as opposed to sending to a different page? I think the answer to that comes from your keyword research, okay? Because If if people aren’t searching for what you have to offer, then the strategy becomes you. We found us for some reason and we’re going to show you introduce you and convince you now that you’re on our site that you need what we have. But if see people are people are searching for what you have to offer then it needs to be an unsound landing page. So people can who are looking for what you have to offer can land on that page. Read find it on your Right. I mean, maybe I’m making an incorrect, assumption, but my perspective is that it’s very easy for people to navigate our main service line Autism Services. It’s very easy for them to find what they’re looking for. But when it comes to finding, just general parenting resources on our site, it’s less clear. It’s a little bit harder to get there which is why my initial reaction was to convert it into more of a landing page, like a Education page and then improve the content individually on each topic. I think I would start with the keyword research first and death and that will help you identify what those pages should be right. And then navigate to those pages and have those pages more focused on things that people are potentially looking for right class. Well, it’s like yeah it’s like finding that middle ground between what we’re offering and what people are looking for. And bridging, if there is a gap, you know, because sometimes they look for the wrong thing and you need to educate them, right? That you have what you really offer even though they look for something else, right? But you still need to know what they’re looking for, to be able to make that pivot, right? That’s why the keyword research process is. So very, very important and using the data to inform you. So, you know, you’re picking the right word and not the word, you think that your customers aren’t thinking, Picking up. My name is. So once you do that research, then you know how to build this page out as navigation and what to should talk about on this page and What needs more depth? Oh my gosh, a lot of people are looking for parenting coaching, not classes. Now, we need a page dedicated coaching. Well, what’s different in your coaching in class? Well, there you go, whatever the difference is, what you’re talking about those pages, right? Yeah, it and it maybe there’s a maybe it’s another way of saying coach, Coaching and classes or maybe the way you guys do classes is really coaching the way you guys do coaching is really a class. Then you’re talking to your customers. Hey, I know you’re looking for coaching. We found the best way to do coaching isn’t offering a class or here’s the times our classes sign up for a class today. So you’re not expecting to people to search for the right thing, right? You’re speaking to them in the way they’re looking and you’re convincing them. You don’t really need to coach into class, come to end our class. But the keyword research will tell you all those those answers.