Last week Jonah Peretti, co-founder of BuzzFeed and Huffington Post, shared his advice for Marissa Mayer, the former Google executive who was recently appointed president and CEO of Yahoo!:
“It is amazing how having a huge home page can be a curse. People start fighting over existing traffic instead of trying to make awesome new things that are exciting enough to attract their own audience. Marissa Mayer should exclude home page traffic from all metrics used to evaluate performance…”
It’s a great thought experiment. If the product you’re promoting – whether that’s a service line, facility, care provider, event, or simply information – isn’t enough to draw visits on its own, then putting a link on the home page isn’t the solution.
In short: if you’re still focused on driving traffic to your home page, you’re missing the point.
Check the stats for your site and, if you’re like most Geonetric clients, you’ll find that 80-95% of pageviews are for pages other than the home page. So how do you make the most of traffic that is distributed across thousands of pages?
Geonetric’s VitalSite content management system has a great answer to this question – it’s something we call SmartPanels. All content in VitalSite can be tagged, organizing it for navigation and searching. Using these tags, site administrators can efficiently show links to highly relevant content in multiple ways across thousands of pages. And because it’s all driven by VitalSite, keeping all of those links up-to-date happens automatically.
SmartPanels can be used to drive calls-to-action, promote care providers, highlight upcoming events, and more. They interconnect all of the non-home page content on your site, making the most of all of those pageviews.
Learn more about VitalSite’s SmartPanels in this short video, then contact us for a demo.