Critical Page Optimization: How to Improve Your Website Immediately

A guide to perfecting the 4 most important categories on your site

Hywel Curtis
Feb 26 · 18 min read
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Photo by Taras Shypka on Unsplash

Are any of these issues familiar?

We just want to make our website better.

We just want more online sales.

We just want better content that we can show our customers.

We just don’t know where to start…

I completely understand. There are a billion and one things you could do to try and get the word out online, but even when your goals are simple, deciding what exactly you need to work on is a challenge.

Your market, your objectives, your resources, and your needs are different from every other business out there, so how do you know what advice will work for you?

In this article, I’ll take you through Critical Page Optimisation, an approach that works for pretty much any website, and that can bring your business some rapid results.

It is also a great foundation to build on for the future.

The Approach

In this article, I’ll explain how to use this method for four key areas of your website:

  • The pages where most people come to your site,
  • The pages where most people leave it,
  • Your best performing content, and
  • Your worst performing content (in terms of traffic).

This isn’t about dramatic changes and expensive redesigns. The things you do to your site will actually be quite small, but the results will compound over time. Here’s the full method:

  • Step 1: Set up the project and collect the relevant data
  • Step 2: Optimise your landing pages so they are more useful to people arriving at your site
  • Step 3: Improve your exit pages so that fewer people leave your site
  • Step 4: Make better use of the most trafficked pages on your site and learn from them
  • Step 5: Improve the least trafficked pages to try and get more people to view them
  • Step 6: Build on what you’ve done for the future

Sound good? Read on to improve your website today.

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Photo by Nik MacMillan on Unsplash

Step 1: Set Up the Project and Collect the Relevant Data

First, you need to know how to actually run and track a project like this to make every step easier.

We’ll keep this simple so you can get going quickly.

The first task will be to collect and organise the data that you need. Start a new spreadsheet with four separate sheets corresponding to the four different categories of the critical page that you will be editing:

  • Landing pages
  • Exit pages
  • Most trafficked pages
  • Least trafficked pages

In each of these four sheets, create a table with a column for the page title and another for the page URL, ready to be filled in.

Next, for each sheet, you need to find and choose the most relevant page or pages to work on.

It is up to you how big you want this project to be, but if in doubt, just go for 2–3 pages in each category to start with. You can always add more later.

To locate the relevant pages from each of the four categories and benchmark the important data, you need to access your analytics data.

If you do not actively use an analytics package (which you really should — so maybe use this opportunity to get set up on Google Analytics) or if your traffic is so low that the data won’t be very useful, then you are welcome to skip this part and simply choose what pages on your site might correspond to the four categories, based on your own judgments.

If this is the case, add the details of a few pages for each category in the spreadsheet and then go straight to step 2.

However, if you do have accurate information to work with then you can find the right pages for each category, and the corresponding data, in the following ways.

(Note that the screenshots are specific to Google Analytics (as it looks at the time of writing anyway) but other packages may obviously have slightly different processes and terminology).

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These are the pages on which website visitors land first, whether they’ve clicked on a link on social media, on another site, in an email, from search engine results, or even just typed in the URL.

To find them, in Google Analytics go to the left-hand menu and select Behavior > Site Content > Landing Pages as shown on the image.

Your home page is likely to be a major landing page, but there may be others on your site that you weren’t necessarily aware of and that could be put to better use.

On your spreadsheet, record the pages, along with the bounce rate which you can find in the main body of the Google Analytics results page.

The bounce rate shows what percentage of website visitors left your site from this page.

In step 2, we’ll use some content good practices to try and decrease this number so that more of the people landing on your site view other pages of it.

Make a note of the bounce rate now so that it can be checked again and compared once the improvements have been made.

Next, we move on to the next category.

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These are the pages where people leave your site; perhaps by closing the tab or browser, clicking on a link that takes them to a different website, or by typing a new URL into the browser bar.

To find them, in Google Analytics simply go to Behavior > Site Content > Exit Pages as shown, and then record the names and URLs in your spreadsheet.

In addition, the data we need here for step 3 of the project is the % exit on the right-hand side of the Google Analytics page, which indicates how often people leave the site from each of the pages in the list.

Note that some of your pages may be both popular landing pages and exit pages — if this is the case, then keep them on both sheets of the spreadsheet for now, and as you work through the rest of the steps in the process, decide whether or not they need to be there.

Also, note that there are certain pages on your site that you may want to be exit pages.

For example, if your goal is to generate leads that contact you after learning about what you have to offer, then your contact page might be your highest exit page — and that’s a good thing.

Also, if you sell a product and your order confirmation page is your highest exit page, then well done — people are probably buying!

In cases like these, there isn’t a great need to decrease the % exit of these pages right now, so ignore them and select just pages that are more important.

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These are quite simply the most and least popular of all the pages on your website.

Again, these may also be popular landing pages or exit pages that you have already noted, but they should still be recorded on the spreadsheet in all relevant categories for now.

To find them, in Google Analytics go to Behavior > Site Content > All Pages as shown.

Next, scroll below the graph to the table and click on the Unique Pageviews column title as shown below, checking that the Primary Dimension is set to Page:

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The pages will now be organised with those that get the most visits at the top.

These are your most trafficked pages — the arrow pointing downwards means they are in descending order.

If you click again, then the arrow will change to point upwards, and you will view the column in the reverse order with the least trafficked pages at the top instead.

For the most trafficked pages, record the bounce rate on your spreadsheet.

A lot of people find and view these pages, and if you could help them out by linking to more relevant information on other pages of your site, then you will be able to decrease the bounce rate and keep more traffic flowing through your website.

For the least trafficked pages, record the unique pageviews metric on your spreadsheet instead.

This shows how many people see the pages, which is the main thing that you will want to increase.

Once you have populated the spreadsheet with the page name, page URL, and important metric (bounce rate, % exit, or unique pageviews) for each of the pages you have chosen in the four categories explained above, there is one final small task.

Add a new column to each sheet with the name Status.

In this column, you will track the progress of each page to ensure the project remains on track.

Before you move on, note that being informed and led by analytics is a vital part of any content strategy, and the more you get used to analysing your data, the better decisions you can make.

So this project is not only about making immediate improvements to your website, but also about learning how to approach and understand your data better.

Once this is done you are good to go!

Let’s get started by welcoming people to your site properly.

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Photo by Russ Martin on Unsplash

Step 2: Give a Better Welcome

In this part of the project, the goal is to decrease the bounce rate of your landing pages.

The landing pages are the most popular places where your traffic is already accessing the site; you don’t necessarily need to worry about increasing how many people see the pages — you just need to try and get those people to stay on your site.

This can be achieved by trying to work out the intent of your visitors as they reach the page.

If you can ascertain what they are trying to do or what information they are looking for, then you can do a better job of making a website that meets their needs.

Try and get inside your users’ heads and figure out what they would have expected to find on this page, and whether it really reflects that.

It will help to look again at your analytics and find out where the traffic is coming from too.

You can also use a backlink checker tool to find other sites that are linking to each landing page, and then view each of the links to see how your site is referred to, and what sort of information you think that the visitors to the external site are looking for when they click on to yours.

Once you think you have a handle on the user intent, here are some techniques to use the information in order to improve the page:

What not to change:

  • Don’t alter the URL of the page — this is already a page that is bringing visitors to your website, and they might be doing this through links on other websites. If you change the URL, then you will lose this traffic. Also, if search engine traffic is important, then changing the URL could possibly alter where the page is positioned in rankings as well, so don’t risk this either.
  • Don’t change the title of the page — like the URL, this might be a big reason why this page gets more people to come to your site — so don’t mess with this just in case it has a negative impact.

What to change:

(Track this work in your spreadsheet to stay organised.)

Improve the web description: Alter the metadata web description so that it better explains what is on the page; that way, the traffic will know what they are getting. Don’t worry about putting any SEO keywords in this, and don’t repeat what is in the title, as the description usually appears below the title in search results. Think about what calls to action will help you get more clicks and ensure the description of the page is accurate so that prospective visitors aren’t misled.

The opening: Change the opening 100 words of the page so that you provide the answer or solution that you believe your audience is looking for. This only needs to be an overview, as the details are likely to be further down the page — but if you can be clear in the opening to the page then people are more likely to read the rest. Also include your target keyword for the page in the opening 100 words, as close to the start as possible, as long as it reads well to do so.

Next action: Identify at least one other page or action on your site that it would be logical for your visitors, given the information they are trying to find, to take next. Then make sure this page is linked to in the body of your landing page — by selecting words or phrases that relate directly to the content (i.e. not “click here” or “read more”) and making them text links. Also, if a logical next action would be to join a mailing list or fill in a survey, then make sure that this is prominently linked to as well.

Layout: Change the overall layout. Take a step back and look at the overall structure of the page to see if you can work out why a visitor might click off. Is there enough content above the fold (meaning above the imaginary line at which visitors start to scroll down)? Are there distracting banners at the top that might be putting people off? Is the content a dense block of text that looks hard to penetrate? Make some layout changes to better space out the content and you might be able to get more people to read it all through and navigate on to other pages.

Mobile ready: Take a look on a mobile device. As mobile traffic increases, your site needs to be responsive so that it looks great on the smaller screen. You might even be getting penalised in Google search results if you haven’t set this up. So make sure your site looks fine on cell phones and tablets, and try and make some changes to the content if it doesn’t.

If you can follow some of the advice above and lower the bounce rate on your critical landing pages then more traffic will soon be flowing through your site.

The next job is to keep them there.

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Photo by Mantas Hesthaven on Unsplash

Step 3: Make It Hard to Say Goodbye

In step three, we turn our attention to the exit pages — the places on your site where most people leave.

Maybe never to come back.

We need to decrease the % exit of these pages so more people hang around.

If your website is a bucket, and your traffic is water, then exit pages are the holes from which people are leaking out. Here are some ways to patch them up:

Headlines: People may be leaving the page because they don’t know what the page is all about and so can’t make a quick judgment on whether or not they should bother reading the content. And when people feel this way online it is far easier to close the page than to read on. So make the page headline more descriptive and it will help people decide if this page is where they want to be.

Routes and links: Look at how people get to this page. Work out whether they are most likely clicking a menu link, or a link in a page that is displaying prominently — or maybe they are getting to it from another website, social media updates or from an email campaign.

Once you have this information, look at the way in which the page is described or linked to, and try and improve this so that it more accurately explains what is on the exit page. A major reason people are leaving your site from that page is usually that the content on it isn’t what they were looking for. By making the links and routes to it better, you will help people find content that they were actually expecting to see.

Destination: Give people somewhere else to go. People might be leaving the site simply because this page doesn’t link to any others — or at least doesn’t link to other pages that a visitor might logically be interested in going to next. Add some links or actions that they can take to carry on their journey or conversation, and then maybe they won’t be tempted to click off!

Encourage action: Help people do something. It may not be enough to simply add links to other pages — you also need to get people to click them. It is difficult to try and get people to take action online, but here are some techniques to use that can help:

  • The placement of the link or signup box is important — make sure it is clearly visible and stands out from the background.
  • Provide a bit of the detail about what the linked-to content holds, but not the whole story. Entice people — if you give the full answer then they have no reason to click.
  • If linking to a page at the bottom of the content (as opposed to in-context in the body of a page) then you can be a bit more insistent about getting people to click. Use words like “click here” or “find out more” and you might compel more people to view another page on your site.

Use the previous advice: Some of the changes advised in step 2 are also relevant here too. Make sure that the initial section of content sells the rest of it, put good introductory content above the fold, improve the layout, and consider how the page looks on a mobile screen.

Incorporate all of these things and you should be able to encourage fewer people to leave your website.

Plugging the holes in your website can keep plenty more of your interested visitors moving through it, and boost traffic to other pages.

Once you’ve made some progress with improving the exit pages, let’s next look at how to better use the most trafficked pages on your website.

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Photo by José Martín Ramírez C on Unsplash

Step 4: Use the Best Bits a Bit Better

The most trafficked pages on your website are powerful pieces of real estate.

More people see this content than any other, so make sure that you make the best use of them.

There are two parts to this step of the Critical Page Optimisation project — the first is to ensure that these pages are used well, and the second is to try and replicate the best aspects of them on to other pages of your website.

Let’s take a look at these tasks in turn:

  • Add links to other relevant pages — keep more of the traffic on your website by incorporating both in-context and standout links on this page. Ensure that you send people to another page that has a related topic to the most trafficked page.
  • Add email signup links or boxes — get more people to join your mailing list with a signup box or link on this page. Even if there is one in the sidebar or at the bottom, maybe add another one further up the page so that more people see it.
  • Mention topic importance — as well as linking to other relevant pages from this one, also mention why the reader should do so. A lot of people are viewing this page; it will definitely benefit you if some of them not only have the opportunity to click onto other content on your site but are also compelled to do so in your messaging.

These three improvements are all designed to reduce the bounce rate (hopefully by now you’re realising how important bounce rate is in critical page optimisation) — meaning that more of the people who are looking at the most popular pages on your website then look at other pages on it too.

Alongside making the actual improvements to the content of these pages, the value of the most trafficked pages also comes in learning why they are so popular with readers and trying to replicate that success across your site.

Review the following elements of the pages and make a note of anything that stands out in the relevant section of your spreadsheet:

  • Tone and voice: Think about the way things are described and the sort of terminology used to get your message across. Can this information be used elsewhere?
  • Topic: Can you create more content on this or related topics? What is the logical next piece of information a reader would need after consuming this content?
  • Links: How are people likely getting to this page? Are they following a menu structure that highlights it? Are they searching for it? Are they following links on other pages?
  • Length and structure: Look at how long the page is and how the content is arranged.
  • SEO: Are the keywords used leading to more search traffic? What related keywords could you use on the site?
  • Web description: It may be doing a great job of encouraging people to click. How can you use that info elsewhere on the website?

These details will be really useful for the next stage of the project.

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Photo by Domenico Loia on Unsplash

Step 5: Improve the Worst

The penultimate stage of the Critical Page Optimisation project is to improve the least trafficked pages on your website so that you can try and get more people to view them.

The first job in this section is to go back and have a look at the list of pages you have chosen, based on analytics data, and decide whether or not they are really that relevant.

For example, perhaps your least trafficked pages are things like a terms and conditions page, or your website sitemap. If this is the case then do you really want to bother trying to get more people to see it?

Make sure you only spend time and energy on the lowest trafficked pages that it would be beneficial to improve!

Once your selection has been narrowed down, let’s compare each page to the highest-trafficked pages and use the things learned in the previous section to make the content and site structure better:

  • Are there enough links pointing to the page from elsewhere on the site?
  • Is the page included in site menus correctly?
  • Is there enough content on the page?
  • Is there enough content above the fold?
  • Can you incorporate more relevant keywords in the content (particularly in the headline)?
  • Is the web description good enough to encourage a click from search engine results?

Answering these questions and improving the least trafficked pages accordingly will hopefully give you an increase in traffic and boost the lowest-performing areas of your website.

This is the last piece in the puzzle — the least trafficked pages need the most improvement, and if you can make them better, after first doing your best to keep more people on the website and get them moving around the site more, then you will feel the benefits.

Step 6: Critical Page Optimisation Conclusion: Building for the Future

If you have followed the previous 5 steps of the Critical Page Optimisation project, then you will have set your website on a great path to become a real revenue-generating machine.

Once you’ve completed each step be sure to go back and check the vital metric that related to it over time.

Date the metric columns when you do so that you can track your progress too; this is particularly helpful if you want to see the results of a big change.

Optimising the critical pages is a good project to use to start learning the different aspects of your content strategy and it can have an almost immediate impact on your website’s performance.

But don’t stop there — once the most critical pages have been worked on, make some changes to the next most critical pages.

If you have seen success with increasing how many people see your least trafficked pages for example, then they should go up in the rankings in your analytics — and you’ll have a new set of pages to improve.

Cycling through the different areas of your website, and incorporating new insights, ideas, and content projects as they arise, results in continuous improvement of your 24/7 shop window.

It also gives you an opportunity to make a better publishing workflow so that all subsequent changes increase in value.

There’s a lot in this post that can help virtually any business develop a better website almost immediately — take things step by step and follow your data to find the most critical pages, and you’ll soon be on the path to success.

I’d love to hear how you get on in the comments!

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Hywel Curtis

Written by

A content strategist and communications consultant helping people communicate value across the innovation chain.

Better Marketing

Marketing advice and case studies to help you market ethically, authentically, and effectively.

Hywel Curtis

Written by

A content strategist and communications consultant helping people communicate value across the innovation chain.

Better Marketing

Marketing advice and case studies to help you market ethically, authentically, and effectively.

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