I find that many website owners are divided into two camps. One camp is very good at developing unique content and garnering tons of search engine traffic, but they have a hard time turning that traffic into dollars. The other camp is great at monetizing traffic, but they can never generate very much traffic. In both cases the individuals involved eventually become discouraged with their site’s lackluster performance and move on to something else.
This issue’s makeover recipient, HomeWA.com, is in the first camp. The site’s creator, Gabe Hoggarth, spent months working on HomeWA.com, a real estate information site focused on the state of Washington. He’s crafted articles full of quality information that both users and search engines love, but despite his content-building efforts, the site just isn’t making the kind of money he’d expected.
The bottom line is, how can we turn HomeWA.com’s existing traffic into a solid revenue stream? As you know, we have always chosen a home page to make over in this column. However, the HomeWA.com home page really wasn’t that bad. I don’t evaluate a home page or landing page based on how pretty the page looks. Instead I focus on the elements that will determine how effectively it communicates with users.
The home page should communicate three basic things:
What does the site offer? The site features a clear tagline, “Washington Real Estate Information,” which makes it clear what the site is about. Also, the simple navigation options and highlighted articles really drive that point home.
Why should I use this site as opposed to a competitor? HomeWA.com, like many affiliate sites, isn’t selling anything directly. Instead, it attracts a niche audience and hopes to make money when the readers sign up for or purchase the services and goods they link to. The only product that HomeWA.com directly provides is information, and Hoggarth has done a good job developing strong articles with appealing titles like “Top Home Buyer Turnoffs” which visitors seem to like. Having unique, high-demand information, while focusing in on a tight niche (Washington state home buyers and sellers) gives users a compelling reason to use this site.
How do I get what I want from this site? HomeWA.com has a simple navigational structure and provides several entry points on the home page that take users directly to the content they seek. This makes it easy for users to move on to additional pages from the home page.
Since the HomeWA.com home page answers all three of my main questions fairly effectively, I started to wonder if this really was the right site to make over. Then I remembered that despite the effective home page, Hoggarth still had a problem – his site was not generating boatloads of money.
It was obvious that a bigger-picture approach was needed. To help understand why the site isn’t generating the type of income it should, we need to look at its traffic. HomeWA.com gets most of its traffic from natural search. This means most users enter the site at the specific article that had the information they were looking for, not at the home page. We needed to start thinking about each article page as a landing page for the site, since that’s where most users got their first glimpse of what the site had to offer.
With this new perspective, I turned my sights to the article pages, and a quick review of these pages gave me all the answers I needed. First of all, there are no links to additional articles. Although the site offers loads of content, there is no simple way to get to additional content from an article page. Since related content is not visible, users are not encouraged to click through to other pages on the site. Next, there are no links to advertisers. That means there is currently no way to generate income from someone reading an article.
Without a little help, HomeWA.com will never reach its full potential. Here are three things we did to try to rectify the problems.
- Of course, we gave the site a visual makeover. This isn’t the most important part of the makeover – but it certainly didn’t hurt. We chose to use a nature shot of Washington as the backdrop for the site. Having a customized design helps to give the site a more credible feeling. The photo could be changed to a more iconic image – the Seattle skyline for example – to reiterate the site’s focus on the state of Washington. A particular photo may be better, but that can be done after some rudimentary testing.
- A fairly simple, but hugely beneficial change was adding a column next to each article. The column facilitates sections for additional content. This is where we can put related articles, resources, special features and some advertiser links. The purpose of the content in this area is twofold: to get users to go beyond this article and realize that there is a whole host of information on the site that they might be interested in, and it’s also a great spot to promote advertisers that will help make the site more profitable so Hoggarth can continue to develop valuable content.
- Finally, we added some standard advertising units within the article and at the bottom of the additional column. These ad units give Hoggarth another way to monetize the site and if he doesn’t have advertisers to put in the spots, they could be used to promote additional site features. These changes will increase page views across the site and should help make HomeWA.com more profitable.
Would you like your website to receive a By Design Makeover? Send your name, company, contact information (phone, email, etc.), a brief description of your business and its goals, and, of course, your URL to firstname.lastname@example.org. Dont forget to include “Revenue’s By Design Makeover” in the subject line.
PEDRO SOSTRE is pioneering conversion design and its ability to turn online shoppers into online buyers. He serves as president of Sostre & Associates, an Internet consulting, design and development firm, which also promotes affiliate programs on its network of websites. Visit www.sostreassoc.com to learn more.