Copywriting skills: Create Your Website Copy | Steve @ IMarketer School | Skillshare

Copywriting skills: Create Your Website Copy

Steve @ IMarketer School, Digital Marketer

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11 Lessons (38m)
    • 1. Welcome on board!

    • 2. Getting Started with Your Website Copy

    • 3. Elements of a Website

    • 4. Let's Check Your Home Page - Part 1

    • 5. Let's Check Your Home Page - Part 2

    • 6. About Us page

    • 7. Contact Us page

    • 8. Press / Media Page

    • 9. Testimonials Page

    • 10. Optimize Your Website Copy - Part 1

    • 11. Optimize Your Website Copy - Part 2


About This Class

Your website may be the first impression people have of you or your business; if your site’s copy isn’t great it might be their last impression. 

The big mistake that some organizations make is spending too much time or money on website design and not enough on a good copy. If the reader doesn’t find the information he’s looking for, he will move on to another competitor’s website. If that happens it will be harder to grab his attention again and he may forget your website ever existed.

So, in today's class, we will look at

  • How to write persuasive Homepage copy
  • About us page
  • Testimonials page
  • Press or Media page
  • Page Optimization

A good copy goes beyond ad-speak. People often visit websites when trying to make a purchasing decision. The copy must tell them how to buy and how easy it is.

So if you're ready to start creating great website copy join this course today!


1. Welcome on board!: Hi there on welcome toe I marketer school. My name is Steve, and I'm happy to see you on board. I worked in different backgrounds from teaching S E O and paid ads to teaching content marketing. So let's start with a website creation, then move on to setting up a block and build email list with social media. Remember, building your digital footprint does take time. Therefore, I'm marketer school will always be there to help you to take one step at a time. Keep in mind that this is a self paced on my course, so it will require some discipline from you in following the sequence of lessons. So thank you for sign up on. I wish you a happy learning. 2. Getting Started with Your Website Copy: Have you ever wondered what makes a stunning website websites very great being content style focus on a number of other aspects. Consequently, there cannot be one great formula or key success factor. However, if we closely look into successful websites, a few features stand out features that are common in almost all successful sites. A successful website evidently is one that is capable of attracting quality visitors and retain them. The core of this attractiveness is its content. However, only content is not enough. Just as a good product needs good packaging, a successful site needs elegant presentation and promotion. 3. Elements of a Website: There are a ton of small things you need to do in order to create a high quality website. We can talk about it all day, but to help you narrow your focus today, we will take a look at five crucial elements of modern Web site that can help you improve your business performance. Number one content. No matter if you have a business site or a personal page, you have to give people a reason to stay on your site. And the first question the visitor is going to ask, What's in it for me? That doesn't mean you have to give away freebies, programs, books, tickets, holidays, etcetera. But it does mean that you have to offer something that something could be information. Entertainment advice. Help with a problem. Links to useful sites. Remember, a successful site is a useful site. It should contain information that is perceived to be useful by its visitors or community. The information is unique, either not available elsewhere or is hard to find. The information is fresh, updated regularly. Number two overall. Look. The home page is your billboard or storefront. It creates an immediate impression on visitors considering the importance of first impression. We all are aware off your site should look clean, Uncluttered, professional and attractive. Do not be stingy with white space on your site. Spread them as much as required. Aim toe underwhelm rather than overwhelm. Remember, too many flashing lights, animations, colors, drop down boxes. Graphics are distracting this way. Your prospects stress levels go up, and they would just want to get out as fast as possible. Number three speed. In this age of impatience, on average, visitor will spend no more than 20 seconds to decide the worth of your site. You can well imagine what happens if the visitor spends at precious 20 seconds looking at a blank screen, slowly loading tons of images, so you must ensure that your home page at least loads as quickly as possible. That means again, no big, flashy graphics. Number four graphics and layout. The graphics and layout of your home page contribute to that first impression. Think about what image your site is trying to convey on Make sure everything on your site contributes something towards that overall image. If you have a serious business site, you don't want garish cartoons on your front page. But if you have a game site, then cartoons can be an integral part of the image, however, graphics or what? Eat up the loading time of your site, a rough rule of thumb to determine good loading time for a page is to keep the entire page around 50 kilobytes. Therefore, images should be between six and eight kilobytes. Each additional five kilobytes may at one second to loading time. If in doubt, right, click the image and then click on properties to get the size of the image. Color is also an important part of your site. Colors have different effects on her emotions. Red and orange. Excite the senses and increased heartbeat, losing greens, arm or rest. Fall yellow reminders of sunshine and is a happy color. Consider the effect you want to create and choose a color that is appropriate to your website. When reading Western texts, the eye travels from the top left of the page across and then down to the bottom. Right. Remember this when you are placing graphics on your page. Number five Navigation navigation is one of the most critical aspects of any website and arguably the most important. No matter how good a site looks on, no matter how much useful information it offers. Without sensible navigation scheme, it will only managed to confuse visitors and chase them away. A simple, logical, understandable navigation scheme can increase your number of page impressions whose return visits and improve your conversion rate. It's a critical aspect of site design that has a direct effect on the bottom line. The core of any good navigational scheme is Tell people exactly what is available on your site. Help them get to the part they want quickly make it easy to request additional information . Use a well structured navigational bar. It should run down the left side of your page for two reasons. We're accustomed to reading from left to right and from top to bottom. We're accustomed to finding navigation bars on the left of Web pages. Why, but the system, especially when it works. When you found a system you're happy with user on every page so that your visitors know where to look for the information. Greater consistency, least a better readability and ease of use 4. Let's Check Your Home Page - Part 1: Welcome back, guys. Today we will answer the question. What should I put on the home page? The Home page is a critically important page for a lot of reasons. Often times it's one off, if not the most trafficked Web page that we have on our websites is also the starting point for where people try to understand our brand and our company on what we do. So let's have a look at our home page checklist. Number one. It definitely should have a logo. The first thing your visitors should see is your logo. Therefore, place it on the top left. Why? Because the heat map testing tools consistently indicate top left is a common hot spot on the page. But don't animate the presentation of your logo. It's not only pass A, it could be problematic. For the user experience Number two site menu. Create a menu featuring the most important pages of your website, allowing visitors to quickly navigate to the sections that interest them. Consider the following Less is more A menu overloaded with items were overwhelmed and confused visitors. Subsequent pages within your sight can provide additional navigational elements. Be descriptive. Your serve your viewers and optimize your website better by creating menu items that are simple. Six Inked on Descriptive The hamburger icon that is the three horizontal lines has become a recognizable convention to invoke. A website menu on mobile devices is gaining popularity for desktops, too. However, research indicates discoverable ity is almost cut in half by hiding a websites navigation, so try to avoid such menus. Number three of our Checklist Hero Shot Hero Shot is a Web phrase meaning main image. Your hero shot is likely to be the largest, most prominent and most important element on your Web sites. Home page. You can blend it tastefully. Your home page hero shots should immediately follow the header elements. Design it such that it blends gracefully with a logo and menu, giving a job to do the most meaningful hero shots. Performer. Gatekeeper Role. Through a combination of visual and verbal elements, it should inspire the right visitors to interact further on the wrong visitors to exit. It's your qualifier and disqualifier. Keep it real. Featuring a stock photo in your hero shot is dangerous. It's not necessarily taboo, but select your image carefully. Present something relevant, trustworthy and authentic. after creating your hero shot, give it a blink test, exposed some viewers to your home page just for a few seconds, then ask them what they got from it. Confusion is not the answer you're looking for. Clarity is ideally from whatever distance you look at this home page hero shot, you'll quickly understand what this website has to offer. Number four headline. The most important passage on your website is the home page headline. The headline might appear above, below or within the hero shot, usually the latter. Here is some key points you should find useful. Invoke a sense of belonging. No reader should have to work to figure out what your site has to offer. So tell them right about the reader. Some headlines are self serving. Some answer the question. What's in it for me? You can probably guess which are the more compelling for your business? Be clear after scratching their heads. The next thing confused visitors reach for is the back button. Unless you're highly confident in your writing, you should probably think about hiring a professional copywriter to write your home page headline as well as the rest of its copy cutting corners with your copy won't save you money. It will have the opposite effect. Number five. You should have the can't miss court action. Your home page is likely to have multiple calls to action. CT Ace. Make one visually prominent by creating a button on building it into your hero shot or creating an unmissable visual cue that leads right to it, preferably before scrolling is required. Consider the following techniques to create more effective CTS. Begin with action words. Make the first word of your CT A A verb rather than click. It should read like a command experiment with designs. The color, shape, size and placement of your CT A can affect conversion, so run tests toe optimize conversion rates. Try a first person voice while a second person voices the status quo often. First person C t A. Deliver better results. For example, Show me Oh, count me in or let me see. Highlight the value Your C T A should explicitly explain the value of acting such as creator free landing page. Now 5. Let's Check Your Home Page - Part 2: number six introduction. Your home page is the place to begin a dialogue with your visitor. Introductory copy should generally be tight, benefit orientated, informative and friendly. It's also the perfect place to include keywords and internal links. Number seven. Your home page should have a blawg. The vast majority of online marketers are content marketers and therefore publishers of blog's and content hubs. By directing visitors who are cruising your home page for the first time to your blawg, you'll increase engagement and hopefully gain subscribers. Use one arm or the following techniques to take advantage of the opportunities a blawg or content hub afford. You launch into a story, showcase one or more recent post with its headline and possibly its lead featured image or a description. Then read more. Create a grid of posts. Your home page can present links to popular posts. Recent posts or both as agreed or list feature your block. Many home pages are blog's first on websites. Second, in other words, the majority of the home paid real estate presents posts in reverse chronological order. It's not a perfect approach for every company, but works for many number eight social proof psychologists cells. Professionals on Web site creators are just a few of the professionals who understand the persuasive power of their own voice pales in comparison to the favorable opinions of others . Content representing such opinions have now come to be known as social proof. Make a place to present social proof on your home page in at least one of the following ways. Testimonials, client logos and or customer stories. Trust seals such a certificates, awards numbers, satisfied customers, rankings subscribers, followers, etcetera, statistics, press mentions, reviews and ratings. Number nine offer Another effective way to generate leads from your home page is to feature and offer or lead magnets. Your options for doing so are nearly infinite. Many home pages, especially those offering online services, offer free trials. Content marketers often offer a free e book guide or report of some sort. A discount or coupon can be a very compelling offer. The mint dot com home page offers a free mobile app. APS, calculators, assessments, templates and all types of tools can be effective offers. How might you feature your offer? Examples off it include a form built into your hero shot a row on your home page a display at leading to a landing page and or form. Or you might consider presenting your offer as a window in the sidebar Fire. A pop up as part of your footer number 10 footer like your header. The footer of your home page is likely to be a standard feature all across your website. You want to create a footer and carefully consider the elements it contains. So footer must include contact information, maps and or locations, social media icons and widgets, email sign up form galleries, blood post digests and perhaps a final quarter action. And this list is probably not complete. Your home page can feature whatever you want. However, it's more important to plan and parcel your page based on what your visitors want. Do you know what that is? Put some effort into the discovery process by thinking through who will visit your site. Will visitors have all the same needs? What problems are they trying to solve? How does your product or service solve their problems? What are practical Next steps. How might visitors prefer to interact? Go crazy answering these questions and any additional ones you believe to be relevant. Get your team together, a plaster, a whiteboard or mind back with your thoughts 6. About Us page: next is about us page. Where to send your story? Yes, no place else but the about us page. The thing is, many people seems not to be aware of its importance. The about us page is usually their second thought, but let me unveil a secret here about us. Page is one of the most visited pages on a successful website, so you better make it good. Think of it as an opportunity to introduce yourselves to your guests. So who are these people visiting your about US page? Most likely their prospective customers. Considering the purchase of your products or services, they're trying to determine if they can trust you. They want to peek behind the curtain and see if your company is one they'd like to do business with. They seek answers to questions like these. Is this a big company or small? Is it a public company, private or family owned business? How long have you been in business? Who's at the helm? Where are you based? What makes your company special? What are its core values? Why should I buy from you and not from a competitors? Answering those questions And Mawr is a tall order, but one you should approach with enthusiasm. After all, this is one place you can and should sing your own praises. This is your opportunity to tell the world why your company is awesome, but you'll need to do it tactfully. And that's the tricky part. So use facts, not hype when writing or about us Page. You don't want to say the same things that appear on your home page, and a long, detailed historical summary will board the reader. You also don't want to sound like your boasting. As in most things, the best answer is to find the middle ground much like a resume you'd used to land a job. Your about us page is the place to toot your own horn. To avoid bragging or appearing pushy, steer clear of hype instead, offer a straightforward presentation of the facts and figures and avoid superlatives. For example, explain why people should do business with you. What benefits can you or your product provide that your prospects will value? If you can quantify those benefits, tell them what problem you solve. Describe your capabilities on why you're uniquely qualified to offer the service or product you sell state how many years you've been in business on the experience you and your key people bring to the table. I mentioned some of the milestones in your company's history by providing information about your background. You should be able to demonstrate to visitors that you understand what they're seeking, and you're able to offer an excellent solution. Next, inspire trust. Before the Internet came into existence, most business transactions occurred. After a face to face meeting, the Perspective customer would talk with a sales person or business owner to learn about the company and determined if he felt comfortable doing business with them. Of course, that's not the case. Today. Much of today's business is transacted over the Web on without an in person meeting. For that reason, your about us page must do it more than communicate what's special about your company's products or services. It must also inspire trust because, without trust, you'll never get the prospect to reach for his wallet on get personal in your about us page . Some people choose to write their about US page, as though an objective third party has provided all the information. That approach often comes across a stiff and insincere. After all, everyone knows the about us. Page is written, or at least approved by the website's owner. So go ahead, use first person I or first person plural we, depending on which is more appropriate for your situation. Corporate speak copy is boring. A visit to your website wants to know a really human is behind the business. Be conversational in your copyrighting writers, though you're speaking face to face. A friendly tone will make you more likable. Convey the passion you feel for your company's mission. Be sincere and personal as you tell the story of your brand. There's nothing wrong with letting or personality shine through, as in real life, be authentic, right as though you're talking to an individual, not a company or a group of people. As far as your visit to is concerned, he or she is the only one reading your about us page on the only one with whom you're building a relationship. So even vulnerability can be seen as a positive virtue and therefore could be incorporated into your about US page 7. Contact Us page: Let's talk about the Contact US page. It's often for gotten abused, poorly maintained page on made so that no one can find it. Why? Why would a company or designer neglect the one part of the website that truly matters when it comes to customer relationships? Sure, a fancy support knowledge base is nice, but nothing can replace a beautiful, fun and engaging Contact us page. Therefore, I want to walk you through some of the Contact US page best practices. These aren't mine melters, but they're introduced simple tactics along with real world examples to get you inspired to begin with, Let's look at some obvious contact US page best practices. Here they are, first and foremost. Keep it simple. You don't want to put too many barriers between the site visitors on the contact information they're looking for. Keep your contact us page short, sweet and to the point. Give the people what they want. When you set up your contact page, make sure it's supremely easy for folks to get in touch with you. If you use a contact form, only ask for the essentials name, email address and their message. I've seen contact forms requiring mandatory mailing addresses and phone numbers form fields like those are a major turn off. Make it look gorgeous. When users visit your contact US page, they're beginning a relationship with you. They want to know more about you and your contact us. Pages. Design and style will be part of their initial impression. Keep that in mind. Design impressive. Contact US page and make those readers just so excited to contact you. Show off your personality. As I mentioned before, users who visit your contact US page on looking to learn more about you. Think about how you want your copy to reflect your brand persona. If your audience is the casual, fun loving crowd, consider lighthearted, even comical tone for your contact us page. You can also place contact information at bottom on top of any website page. This is kind of a general rule for your entire website. If you have a footer, place a contact form or your contact information in this area. Headers should contain this information as well, or at least the information you'd like to give out. This depends entirely on the type of business being run. For example, Ah hosting company would be foolish not to have a phone line, email address, chat box and or knowledge base. Companies with customers who need advanced support are going to need all of this information in the header footer and contact us page. As for, say, a simple travel blawg, you might only need a little contact form towards the top of your contact US page Andi in the Footer so it reaches every page on your website. 8. Press / Media Page: the websites of large companies very frequently have media sections, thes sections, maybe a single paged housed in the about US section or represents several pages of content . Should smaller companies also follow the example of their larger competitors? Perhaps not, however, you should make your website media friendly and prominently feature positive press on the site. So having one media page won't hurt you, but help you. So what type of information should you put in your media section That could be press releases and white papers links the positive press coverage. A corporate fact sheet, media contacts, collateral material to be used for articles such as logos and headshots? You can direct reporters to the correct people with this media page by clearly indicating who reporters should contact the chance of them speaking or getting information from a wrong contact. Who is not trained to handle media enquiries is minimized by incorporating a news or press section into the company's website and creating and posting newsworthy press releases for public consumption. Small businesses can often improve their overall visibility in the marketplace and ensure that their products and services are recognized by potential investors and buyers. A comprehensive new section incorporating a variety of new and unique content can even help with S e O FX. As major search engines consider fresh content relevant in their indexing results, you can use media page to display current events. Regular and relevant. Press releases distributed online through companies like P R Newswire helped boost the name recognition on reputation of smaller companies. This can lead directly to increase traffic from online consumers, resulting in an increase of leads and revenues for the small business. Additionally, press releases are new and unique content that small business owners can easily add to the new section off their website. Unique and original content. One of the most important elements in any S e O strategy is to incorporate unique information and original relevant content into the overall company website. The new section of the website is a perfect place to begin, since the information provided there is easily updated and intended to be educational accurate for customers. The Media and investors Company Milestones executive biographical information, media contact details on other factual material can be used to create a lively and interesting new section that will attract new readers to the company's website offer diversified media types. The advent of blended search results had made it even more imperative for small business websites to integrate a variety of types of material into their corporate website. Relevant videos, compelling photos and news content are all necessary components of a successful S E O plan . Small businesses can improve their online visibility with a diversified and holistic approach that incorporates video, press releases, images and other types of optimized content on the new section of their website. Remember when Media Reps researcher website, they want to quickly find information about you and normally on a real person to contact. If they need something extra, give the journalist what they need. A clearly defined contact on his own page or clearly labeled on a sidebar. Do not give them a PR at company dot com or press at company dot com email address. Why? Because it is very little assurance that anyone would actually aren't to their email. If a journalist wants to find sources for an article, they are unlikely to send their time critical request in the vague hope of getting an answer in time. So it has to be a real person with email and phone number. Remember, journalists are your friends. Treat them like hat. Make the whole experience on your website easy and frictionless, and they will be grateful. This way you can expect mawr on better media coverage as a result. 9. Testimonials Page: when potential customers of researching you online, they're getting to know you by way of the content of your website. Understandably, many of them might be skeptical or hesitant to trust you right away. To prove the value of what you have to offer, why not let your happy customers do the talking? Your testimonial page serves as a platform to show off how others have benefited from your product or service, making it a powerful tool for establishing trust on encouraging potential buyers to take action. Plus, having a testimonial page serves as yet another index page on your website containing content covering product features, pain points and key words you're trying to rank for. So let's have a closer look at what makes a great testimony or what is a testimony. Or you might ask. First, let's have a little vocabulary lesson. Google's dictionary definition off testimonial is it's a formal statement testifying to someone's character and qualifications in the real world, marketing that usually comes from clients, colleagues or peers who have benefited from or experience success as a result off the work you did for them. But effective testimonials go beyond a simple quote that proclaims your greatness. They need to resonate with your targeted audience on the people who could also potentially benefit from the work that you do in the future. That's why great testimonials also tell a story, one that inspires and motivates the people reading it. So don't ignore the power of social influence by keeping client testimonials off line. Keep in mind a quote from your customers probably displayed on your website can make a big difference. So if my chance your prospects are on the fence, it could be the factor that pushes them over the age to sign up for a free demo or start that free trial. But where should those testimonials go? Apart from the testimonials page, you can place these reviews on your home page, and landing pages is best to Sprinkle testimonials all over your site. Testimonies on your home page and landing pages are a great way to welcome new prospects to your site on com Any reservations they might have about your product to correctly display customer testimonials on your site, follow this checklist. Use a customer's full name if they're uncomfortable with giving therefore name, you can just use first name and last initial display their company name and title if it helps to qualify their statement, keep the testimonial short used testimonials with concrete numbers. For example, Great statement would be Hello Bar increased our sign ups by 20%. Choose testimonials from companies that your prospects might recognize, or at the very least, once they can easily relate to based on size industry, etcetera. Put a picture of your customer next to the testimonial. Make sure it's a real picture, though, and that you have their permission. But if it's a stock photo is doing more harm than good, you can even use a video testimonial. It only takes a couple of minutes to make, and it has much higher conversion rates. It should be very easy to get the short testimonial snippets from your customers. Start small, ascendant individual emails. Your five best customers tell them that you would love to get their opinion on your software on If it's okay with them, highlight their company on your site with a testimonial. With this approach, you should have testimonials in no time 10. Optimize Your Website Copy - Part 1: according to Neil Patel, celebrity digital marketer on well known author, blogger, Some pages in your website, arm or important and others okay, Many of you probably find that fairly obvious. But I'm surprised how few people actually apply this knowledge to their websites to improve conversions. Let's get right into it. Every website is different, but generally speaking, there are four most important and most visited pages on any website. These are the number one home page number two about page number three, Blawg number four, contact US page. So today we will look at how toe optimize each one of these pages. You've probably heard the word optimize most commonly used in phrases like search engine optimization, s E O and conversion rate optimization cr Oh, but we're referring to something broader here. The optimization we're talking about here will create user optimize pages in pursuit of S E O and C R o. It's easy to overlook the broader, bigger picture idea, but first and foremost, a site must be optimized for the user. Here's how you can do that. So how toe optimize each page, The broad framework for optimizing these pages the same across your home page about page blawg and Contact US Page. There are two simple questions toe ask of every page on the specifics of optimizing those pages will flow from the answers to those two questions. The first question is all about the user. On the second question is all about you. Here we go. Question one. What is the user looking for? Remember, we're focusing on the user. Why are they on the page? To begin with, there are a few things you need to know. Where did they come from? The idea here is to understand the origins of the user so that you can deliver relevant content. Did they come from a search engine? If so, which query an email? What kind of email? A navigation menu. What option? On the menu. What do they need to know? A single page could deliver a limited amount of information, so you need to determine what that information is going to be. You want them to know something so that they will then do something which is addressed in the next question. Remember, less is more. The more information you load up on your main page is that less likely the user is to remember any of it, give them less and they're more likely to remember and do what you want them to do. Once you answer the question of what they use is looking for your halfway there. That brings us to question two. Question two. What is my goal for the user? Now you need to ask the user to do something. This is where most pages for short. One of the critical components of a Web page is. It's quarter action in short, CT A. And many website owners don't realize that every single page of a website should contain at least one C T. A. The point of a home page isn't for the user to look and leave. The point of content marketing isn't for the user intake, but rather for user marketing. If you retain only one thing from this course, let it be that every webpage needs a CT A. In other words, a Web page imparts knowledge, and that knowledge requires a response. So what is it that you want the user to do? This is your goal for the user, and it must be clearly and starkly defined as you face the big optimization question. The question is then, more specifically, what do I want the user to do? Knowledge alone is not enough. What is the application point for the page? 11. Optimize Your Website Copy - Part 2: Here's some more detailed tips for you to optimize each page. Number one. Let's optimize home page. To do so, Provide flow. Make your obvious where the user is supposed to g o on what they are supposed to do next, Make your c t A. As big and obvious as possible. Ah, home page may allow for several different CT ace. Make it easy for the user to choose by making see ta buttons large and easy to click. Often times a user uses. The home page is a way of finding where on the site he or she wants to go. For this reason, you should make the navigation menu very clear. Number two. Optimize about page. Deliver the most important and relevant information above the fold. Remember, the user is on your about US page for a reason, so you should answer their questions without making them scroll. Include at least one CT A. Here, too. Keep in mind most people aren't just looking for more information. Instead, they're seeking a deeper level of engagement. Number three. Linking your block organized information on your block. Clearly, it will make sure that information satisfies the reasons users might be on your block. Most users will want to read the most recent articles, so provide these. You may also want to organize categories on the Blawg home page, such as most recent. Most popular on other forms of categorization include CTS that make it easy for the user to subscribe to the block, download a free resource and so one. Even though the user came to get information, you want them to get engaged and connected. Number four. Optimize Contact US page again. Put the information they're looking for above the fault on email, address, phone number, contact, form, map, mailing address. And so one should all be above the fold of all four of these Web pages. The Contact US page implies the most detailed level of intent on the part of the user. You see today's that allow the user to contact you easily, since presumably that's why they came to your contact us page. Make the C t A really obvious on engage them by gratifying their intent instantly using CT a copy like chat now or email. Now, in conclusion, I would say that you should look at your most visited pages. Figure out why uses air there, give them what they want and asked them for an action in return. This way, regardless of your most visited pages or even the nature of your website, you can create more engaged users.