How important is your footer anyway?

When you’re building a website you’ll spend a lot of time working on the perfect header, and why wouldn’t you? The header has a lot of work to do.

Conversely, most people spend very little time working on their footer. Often it’s an afterthought. It’s a shame to think like this because you could be seeing a massive increase in conversions by creating a well-optimised footer.

How do I optimise my footer?

Ask yourself this question what are my potential client’s goals when they’re visiting my site?

Whatever the answer, your footer should make it easy for people to reach those goals.

For instance, one goal a reader of this site has it to find more information about building their own business website with WordPress. A logical way for me to serve that need would be to put links to the various categories on my blog. That way, once they’ve scrolled to the bottom of my site they easily find links to information they’re looking for.

If your client’s goal is to get in touch, you can make that easy by adding a contact form to the footer of each page. The fewer clients steps potential clients need to make to meet their goal the better.

What else goes in the footer?

There are a few things that are “must haves” for the bottom of your website. Things that are common to most sites you visit (and if they’re not in your footer, they should be).

The must haves are:

Other things you might include are:

  • A contact form.
  • A search box.
  • Links to various popular categories/topics on your blog.
  • Your physical address (this is particularly important if you’re trying to rank for local SEO).
  • Social media icons.
  • A blurb about your business.
  • Login info if your run a membership site.
  • A newsletter signup form (this form doesn’t require an opt-in or content upgrade).
  • Any awards you might have won.

My biggest tips

1. Always keep your client’s goals in mind. Remember, your website isn’t about you, it’s about what your clients wants and needs. Your footer needs to help them meet those goals.

2. Keep it simple. There are a lot of things you can put in your footer, but you don’t need to use them all. Always pare your design down to what’s needed, a cluttered footer is off-putting and will not help your potential clients meet those all important goals.

3. To work out what really works use heat maps and A/B testing. Your website is a living creature, it’s not set in stone.

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