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Add content to homepage or create new page?

2:07 pm on May 20, 2012 (gmt 0)

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We're adding a 'What makes us different' section consisting of 8 small two sentence paragraphs to our site. We feel that they are very important points for our customers to read in our increasing competitive marketplace.

If we put them on the homepage, I would imagine that they are more likely to be read than if we just have a nice button linking to a new page. However, I also think a new page would be a good idea since it would be a target landing page that Google would see as more relevant to any queries thank if it was mixed up with all the rest of the homepage content.

Im thinking that if I take the 'always design for users' philosophy I should incorporate them on the homepage but if I take the SEO approach I should put them on their own page with a nice attractive CTA linking to it (although this will also now be competing with our primary CTA on the page.

Any insights/suggestions would be greatly appreciated.
2:25 pm on May 20, 2012 (gmt 0)

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Can you summarize your 8 points into one (or two) value proposition statements?

You might put that on your home page (and in your home page title and meta description).

Say you offered free shipping on your widgets. You might put that in your title:

<title>House of Widgets: Free Shipping In US</title>

Or depending on what makes you different:

House of Widgets: Environmentally Conscious Widgets
House of Widgets: Fair Trade Widgets
House of Widgets: Fastest Delivery
House of Widgets: Best Customer Service

Personally, as a USER I would probably like to see a one paragraph summary on your home page about what makes you special with a link to a more detailed page. On the more detailed page, I wouldn't use bullet points, but take your time to go into detail a bit more about what distinguishes you from your competition. Something like:

"Easy Returns Policy:
Shop with confidence knowing that if you don't absolutely LOVE your new widget you can return it to us within 30 days for a full refund, including shipping costs."

Anyway, just a thought. Hope it helps.
4:30 pm on May 20, 2012 (gmt 0)

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Yes, thanks Planet 13, it certainly helps. I think we should do both as you suggested - We'll put perhaps 2-4 of the most important points summarized in small paragraphs on the homepage and then use a 'See more about what makes us different' link to a new page with much more detail.

I really appreciate your advice. Thanks again.
4:37 pm on May 20, 2012 (gmt 0)

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If it's important to site visitors I've leaned toward adding it over creating a new page but is it visible above the fold? Another thing to consider is if it's going to affect the flow from the index page. If you're getting people into the funnel, with a great CTA you say, then I wouldn't want to adapt it unless it were adding an extra pageview to the funnel.
5:28 pm on May 20, 2012 (gmt 0)

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Great point Str82u, we'll be A/B testing this change as we do all changes and monitoring our analytics to see how it affects our funnel and sales. The new content will be below the fold in order not to compete with the primary CTA above the fold - I think this is the best way to start.
7:27 am on May 24, 2012 (gmt 0)

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As per my knowledge adding in the home page will be more beneficial rather rather than adding a new page because it may take some time for indexing and it can affect your page index numbers.

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