The excitement of developing your new website (and finally looking like you live in 2015) tends to wear off when you realize the amount of content that needs to be collected or created. 

While we did give some tips on making that process easier, we also want to address another important element that should not be neglected when coming up with content. 

They are easy to miss since sometimes they are not there at all, but we are talking about sidebars. What even goes in that space on the side of your page? Or better yet, why does placement even make a difference? 

Why Add A Sidebar?

"When adding content to your website sidebar, it is important to evaluate where the site-user is in their journey with your brand. The content should speak to their next logical step."

Carla Rosemarino, Marketing Manager, Blue Archer 

Sidebars should direct the user to something that makes sense for the page topic. This is also where secondary navigation comes into play. 

What Goes Where?

You may already have the perfect secondary navigation that ensures your site-users will never even consider pressing the 'back button'. So, what else goes in your sidebar?

Call-To-Actions
Call-To-Actions, or CTAs, are one of the best options for sidebar content. This will provide the next logic step the site-user must take and almost always applicable regardless of what page they appear on.

This may include:

• Directing the user to the contact page
• Asking them to shop now
• Learning more about the company
• Free eBooks, white papers, or other resources
• Sending users to social sites

Best Practices

• Use buttons for the CTA instead of text links
  • For example, a button my say "Call Now" instead of a text link that says "Click here to get in touch"
    • Also, never say "click here"
• Use strong imagery
  • Graphics catch attention which can lead to conversions 
• Always make sure your links to other websites (Facebook, Twitter, etc) open in a new window
  • If it links to another page on your website it can open in the same window

The CTA is highlighted in red. 

In the example above, the site-user is offered a free quote after reading about what services are offered. 

Testimonials 
Testimonials or embedded reviews can add a sense of credibility to your website. 

You can embed online reviews directly in the sidebar or ask clients, customers, or patients about their experience.

Testimonials and reviews should be suitable for the page they are placed on.

For example, if you are viewing your favorite section ride of the Great Alleghany Passage bike trail right next to Confluence, PA, it would make sense to have a review or testimonial about camping or biking in that area instead of one covering the perks of Cumberland, MD section.

For CTAs, though, you may assume if they love the Confluence section, then they might as well bike to the Cumberland section too. 

If you do not have an arsenal of Google Reviews at your disposal, you may want to work on collecting a list. 

• Ask existing clients for their opinion on your company or their favorite product
  • If you offer products, you can get creative and ask to see them in action with a photo
  • You may also send out a survey via email to see how they really feel
• Encourage your social media audience to write reviews or send in quotes 
  • You can do this with contests and rewards

Blogs & Resources

Adding a blog you regularly update to your sidebar can be excellent depending on the circumstance. This can be added in the form of a call-to-action to the entire blog or even a resourceful blog entry that applies to the topic of the page. 

Driving traffic to your blog does a few things:

• Educates your users on what you offer
• Provides a human experience (no one likes feeling like they are talking to a company full of robots)
• Increases SEO (especially if the blog is part of your website)
• Helps build a social media audience

Publish That Page

Being armed with the ability to make an interesting, user-friendly page will also increase the likelihood of conversions. 

If you ever need assistance, we will be there.