Saturday, October 31, 2015
I spent time with a wonderful charity in Europe who told me they were 'redoing their website'. I hear that a lot these days, and for good reason; many are pretty bad.
But they also told me that they had close to a thousand different pages.
It turns out that Google Analytics informed them 99% of all visitors went to just one of the most popular dozen pages.
What was most visited page?
Home page was first.
Those two accounted for 80% of traffic! Have a look at yours and I bet it is similar.
Imagine how much work went into the 900+ pages that no one visited.
All that work and effort, meetings, politics, copywriting, images, updating, coding, testing, link fixing. For no reason...
If you are developing a new website, it is almost certainly cross organisational. Lots of people involved. Fundraisers, communications people, service providers and board members (!) may want a piece of your digital real estate.
So here is what I think they should be asked.
• What you want on the web
• Why would someone want to view your page?
• What are people asked to do when they get there?
• What is your measure of success?
• How will you drive people there?
• How long do you want it to stay there and how will you expire it?
Without a good answer to all those questions... Nope. Sorry. No real estate for you.
Simple, but effective.