All website elements must be as specific as possible to boost engagement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 03, 2022, 10:48 AM GMT+0

For site content to be impactful, it must help visitors understand what a business does within five seconds. 

Start at the top of the visual hierarchy by optimising the H1 header. A specific header gets visitors to engage and boosts search rankings. Using a business specific “hero” image alongside the header adds to the overall user experience. 

Another top hierarchical element is the navigation menu. Using descriptive navigation labels encourages visitors to stay and explore other webpages. As visitors scroll down, they need to see subheads that provide relevant and useful insights into the business. To achieve this result, the messaging priority needs to align with the hierarchy. 

At the bottom of the page, visitors should see a strong call to action (CTA) with a brand-specific button. Use descriptive and actionable verbs like "chat" or "download" to drive a higher click-through rate. 

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