Focus Your Webpage Goals for Better Results
TL;DR:
- Each webpage should focus on a single primary goal
- Multiple CTAs confuse visitors and reduce conversions
- Design your page layout to highlight the main call to action
- Determine the most crucial objective for visitor engagement
When designing a webpage, start by pinpointing its main purpose. Whether you're aiming to increase product sales, encourage newsletter signups, or get visitors to contact you, every element on the page should align with this goal. A clear focus ensures your message doesn't get diluted amidst multiple requests or actions.
Streamline Calls to Action
It's tempting to add several calls to action (CTAs) on your page to engage with different visitor interests, but this can backfire by overwhelming your audience. Instead, select the most important CTA that matches your page's primary objective. If multiple actions are necessary, structure them in a clear hierarchy and ensure they all support the main goal.
- Keep the primary CTA prominent and accessible
- Use secondary CTAs sparingly, and ensure they don't detract from the main action
Optimise the Layout Around the CTA
Once you have identified the main CTA, design your layout to enhance its visibility and appeal. Place your CTA prominently on the page, using design elements like contrasting colours or strategic positioning near high-engagement content to draw attention. This guided focus helps visitors understand what action you want them to take without any confusion.
- Use design elements to highlight your CTA visually
- Ensure that navigation and content flow naturally towards the CTA
FAQs
How do I determine the main goal of a webpage?
Define what you want your visitors to achieve on the page, and align it with your overall business objectives. Think about what your visitors are looking for and how that intersects with your goals.
Can I have multiple CTAs if they lead to the same goal?
While a single, clear CTA is ideal, if you must have multiple, ensure they are consistent in purpose and strategically placed to maintain clarity and focus.
What if my page needs to serve multiple goals?
Consider developing separate pages for each distinct goal or clearly prioritise your main objective in the page layout to prevent visitor confusion.
Jargon Buster
- CTA (Call to Action): A button or link that directs users towards your desired action, like signing up or making a purchase
- Layout: The organised arrangement of elements on a webpage that guides the user's journey through content and actions
Wrap-up
Focusing your webpage on a singular goal with a corresponding CTA makes it as easy as possible for your visitors to understand and engage with your content. By narrowing down your objectives and designing with purpose, you create a more intuitive and effective online presence. Take a look at your webpages and ask yourself whether they're working hard enough towards a clear goal. If not, it might be time for a focused redesign.
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