A mix of content types results in messy user experience, lower organic search rankings, and missed sales goals
A typical website in the deep tech or developer-stack space contains many content types, for example:
- landing pages;
- support articles;
- blog articles;
- learning center articles;
- pages for one-off promotions and campaigns.
Such variety of page types makes website navigation complex, and as a result users struggle to find exactly what they are looking for. The decline in user experience leads to fewer demos scheduled, fewer sign-ups, and more customer support inquiries.
The messy website structure is also a problem for the performance of the site in search engines. The rankings of key pages may slide away from page one in Google, and new pages aren’t ranking so well or at all. The overall result is a 30%, 50%, or higher decline in organic traffic, which impacts pipeline generation and closed-won sales for multiple quarters ahead.