You’ve just launched your shiny new website. The homepage looks mint – sleek design, punchy copy, clear call-to-action. Job done, right? Not quite.

Sure, your homepage and landing pages need to work with the 8-second rule – that’s how long you’ve got to grab a visitor’s attention. But what happens after those crucial 8 seconds?

In the world of web design, we’ve been conditioned to believe the homepage is the be-all and end-all. It’s like thinking the cover of a book is the most important part. Sure, it might get someone to pick it up, but it’s the content inside that keeps them reading.

Today, we’re challenging this notion. We’ll uncover the unsung heroes of your website – those quiet achievers that often go unnoticed but pack a serious punch when it comes to engagement and conversion.

So, grab a cuppa and prepare to see your website in a whole new light. By the end of this read, you’ll be ready to uncover and unleash the hidden potential of your digital presence. Let’s make sure you’re not missing out on your website’s full potential.

Approximate reading time: 9-12 minutes

The Hidden Gems – Pages That Pack a Punch

Let’s dive into the unsung heroes of your website – those pages that might not get the spotlight but are secretly working overtime to engage your visitors and boost conversions.

About Page: Your Digital Handshake

Think of your About page as your digital handshake. It’s often one of the most visited pages on a website, yet it’s frequently overlooked in the design process. This page is where you build credibility, share your mission, and give visitors a reason to stick around.

Testimonials or Case Studies: Your Silent Salesforce

These pages are your silent salesforce, working 24/7 to build trust and showcase your expertise. They provide social proof that’s especially crucial for nonprofits and small businesses. Real stories from real people can be more persuasive than any sales pitch.

Contact Page: More Than Just a Form

Your Contact page isn’t just a basic form – it’s a critical conversion point. It’s where interested visitors become leads or customers. A well-designed Contact page can be the difference between a bounce and a conversion.

Blog or Resources Page: Your Content Hub

Often overlooked, your blog or resources page can be a powerhouse for engagement. It’s not just about SEO (though that’s a nice bonus). A regularly updated blog shows you’re active, knowledgeable, and committed to providing value to your audience.

These pages might not have the glamour of your homepage, but they’re the workhorses of your website. In the next section, we’ll explore why visitors seek out these pages and how you can make them work even harder for you.

Why Visitors Seek These Pages (And How to Make Them Work Harder)

Now that we’ve identified these hidden gems, let’s dive into why they’re so important and how you can optimise them for maximum impact.

About Page: Building Trust and Connection

Visitors hit your About page when they’re curious about who’s behind the business. They’re looking for:

• Your story and values
• Expertise and credibility
• A reason to choose you over competitors

Make it work harder: Don’t just list facts. Tell a compelling story that resonates with your target audience. Include a clear call-to-action – perhaps to your services page or to get in touch.

Data point: According to a study by KoMarketing, 52% of visitors want to see “About Us” information when they land on a homepage. This underscores the importance of having a well-crafted About page that’s easily accessible from your homepage.

Testimonials/Case Studies: Seeking Reassurance

These pages are all about social proof. Visitors want to:

• See evidence of your expertise
• Understand how you’ve helped others like them
• Gain confidence in their decision to work with you

Make it work harder: Use a mix of short quotes and in-depth case studies. Include specific results and metrics where possible. Consider adding video testimonials for extra impact.

Data point: A staggering 92% of consumers read online reviews and testimonials when considering a purchase, according to Famewall. Moreover, including testimonials on landing pages can increase conversions by up to 34%, as reported by BigCommerce.

Contact Page: Ready to Take Action

If someone’s on your Contact page, they’re usually ready to engage. They want:

• Clear ways to get in touch
• Reassurance about response times
• To know what happens next

Make it work harder: Make it easy with multiple contact options. Include a FAQ section to address common queries. Consider adding a chatbot for instant responses.

Data point: According to a study by KoMarketing, 64% of visitors want to see contact information when they land on a homepage. This highlights the importance of making your Contact page easily accessible and user-friendly.

Blog/Resources: Seeking Value and Solutions

Your blog visitors are typically looking for:

• Answers to specific questions
• Insights into industry trends
• Proof of your expertise

Make it work harder: Create content that directly addresses your audience’s pain points. Use clear categories and a search function to help visitors find what they need. Include calls-to-action within your posts to guide readers to relevant services or products.

Data point: According to HubSpot, companies that blog get 55% more website visitors than companies that don’t. Furthermore, B2B marketers who use blogs get 67% more leads than those who don’t.

By understanding why visitors seek out these pages, you can tailor them to meet (and exceed) expectations. In our next section, we’ll look at how to measure the success of these often-overlooked pages.

Measuring Success: Key Metrics for Your Hidden Gems

Now that we’ve explored the importance of these often-overlooked pages, let’s discuss how to measure their success. After all, what gets measured gets managed.

About Page Metrics

• Time on page: A high average time on page indicates that visitors are engaging with your content.
• Bounce rate: A low bounce rate suggests that visitors are finding what they’re looking for and exploring other pages.
• Click-through rate (CTR) on CTAs: This measures how effectively your About page is guiding visitors to take the next step.

Data point: According to Contentsquare’s 2021 Digital Experience Benchmark report, the average time spent on an About Us page is 72 seconds, significantly higher than the 54-second average for all web pages.

Testimonials/Case Studies Metrics

• Page views: This indicates how many visitors are seeking social proof.
• Time on page: A high average time suggests that visitors are thoroughly reading your testimonials.
• Conversion rate: Track how many visitors take action (like contacting you or making a purchase) after viewing testimonials.

Data point: According to BrightLocal, 79% of consumers trust online reviews as much as personal recommendations from friends or family.

Contact Page Metrics

• Form submissions: This directly measures how many visitors are reaching out.
• Conversion rate: Calculate what percentage of page visitors actually submit the form.
• Time to submit: This can indicate if your form is too long or complicated.

Data point: HubSpot reports that reducing the number of form fields to 3 or 4 can increase conversions by up to 160%.

Blog/Resources Metrics

• Page views and unique visitors: These indicate the reach of your content.
• Time on page and scroll depth: These metrics show how engaging your content is.
• Social shares: This measures how valuable your audience finds your content.
• Inbound links: High-quality backlinks indicate that others find your content valuable enough to reference.

Data point: According to Demand Metric, companies with blogs produce an average of 67% more leads monthly than companies that don’t blog.

Remember, these metrics should be viewed holistically and over time. A single metric in isolation doesn’t tell the whole story. Use these insights to continually refine and improve these crucial pages.

Maximising Visibility: Linking Your Hidden Gems

We’ve explored the importance of these often-overlooked pages, but how do we ensure visitors actually find them? Let’s dive into some strategies for effectively linking these pages within your site’s architecture to increase their visibility and impact.

Strategic Navigation Design

Your main navigation is prime real estate. Consider including direct links to your About and Contact pages here. For blogs or resource centres, a prominent “Resources” or “Insights” tab can drive traffic to your content hub.

Tip: Use descriptive labels in your navigation. “Our Story” might be more enticing than a simple “About” link.

Footer Links

Don’t underestimate the power of your footer. Many users scroll to the bottom of pages looking for specific information. Include links to your About, Contact, and Testimonials pages here.

Internal Linking

Weave links to these important pages throughout your site content. For example:

• In blog posts, link to relevant case studies or testimonials that support your points.
• On product pages, link to related blog posts for more in-depth information.
• Include a call-to-action linking to your Contact page at the end of key content pieces.

Sidebar or Widget Area

If your site design includes a sidebar, use this space to highlight recent blog posts, feature a testimonial with a link to more, or include a contact form.

Homepage Highlights

While we’re challenging the myth of the all-important homepage, it’s still a key entry point. Consider featuring snippets or teasers of your best testimonials, latest blog posts, or a compelling “About Us” summary with links to the full pages.

Contextual Pop-ups

Use targeted, non-intrusive pop-ups to guide visitors to relevant pages. For example, a pop-up on a product page could offer a link to related case studies.

Breadcrumbs

Implement breadcrumb navigation to help users understand their location on your site and easily navigate to higher-level pages.

By implementing these strategies, you’ll create a web of interconnected pages that guide visitors naturally through your site, increasing the visibility and impact of your hidden gem pages. Remember, the goal is to make navigation intuitive and valuable for your visitors, not to overwhelm them with options.

Conclusion: Unleashing the Power of Your Hidden Pages

As we’ve journeyed through the often-overlooked corners of your website, one thing has become clear: your homepage isn’t the only star of the show. Those “hidden” pages – your About, Testimonials, Contact, and Blog pages – are the unsung heroes working tirelessly behind the scenes to engage visitors, build trust, and drive conversions.

By understanding the unique role each of these pages plays in your visitor’s journey, you can transform them from mere supporting actors into lead-generating, trust-building powerhouses. Remember, your website is more than just a digital brochure – it’s a dynamic ecosystem where every page has the potential to make a significant impact.

So, the next time you’re tempted to pour all your resources into polishing that homepage, take a moment to consider the gems hiding in plain sight. Give them the attention they deserve, measure their performance, and watch as they start to shine, driving your website’s overall success to new heights.

After all, in the grand performance that is your online presence, it’s often the supporting cast that steals the show. Isn’t it time you gave your hidden pages their moment in the spotlight?

To borrow a line from the classic film “Casablanca,” “I think this is the beginning of a beautiful friendship” – between you and your website’s hidden gems. So roll out the red carpet, because these supporting pages are ready for their close-up!