{"id":9689,"date":"2021-08-24T10:57:14","date_gmt":"2021-08-24T09:57:14","guid":{"rendered":"https:\/\/www.loop-digital.co.uk\/?p=9689"},"modified":"2025-04-10T07:51:32","modified_gmt":"2025-04-10T06:51:32","slug":"what-is-content-hierarchy","status":"publish","type":"post","link":"https:\/\/www.loop-digital.co.uk\/marketing-insights-news\/what-is-content-hierarchy\/","title":{"rendered":"What Is A Content Hierarchy?"},"content":{"rendered":"\n

Content hierarchy is the process of arranging your web page\u2019s content to emphasise the most important information. The basic maxim of a content hierarchy is to put the crucial information at the top and the least important information at the bottom of the page. To ensure your content is communicated effectively you need your design to follow a results-driven strategy, which is where following the content hierarchy comes in.<\/p>\n\n\n\n

Whatever the type of content on your web page, you need it to have a clear purpose. It needs to be driven to provide a positive user experience, lead to action, and reflect the design of your website. With the strategic ordering of information, marketers can ensure their web page\u2019s visitors find the content they need. For example, look at this blog post, we\u2019ve put a description of what content hierarchy is right at the top of the page as we know it\u2019s the most important information that you want to know.<\/p>\n\n\n\n

Why Is Content Hierarchy Important In Digital Marketing?<\/h2>\n\n\n\n

Implementing an effective content hierarchy strategy keeps users engaged on your page for longer. While it varies across industries, in general, the average bounce rate for a website is 43% on desktop, 45% on tablet, and 51% on mobile<\/a>. In today\u2019s world, people want to see the information they clicked for on a web page straight away. Strategically arranging your content to place the key information at the top reduces the risk of users bouncing, improves the user experience, and makes it more likely they will continue to interact with the website.<\/p>\n\n\n\n

The way many users consume content is by scanning. Sometimes they\u2019ll quickly read the first few paragraphs to see if it\u2019s worth their time or maybe users will only read the headings. Either way, if users don\u2019t see what they\u2019re looking for there will be one outcome: bouncing off the site. Using an effective content hierarchy gives you the best chance of retaining visitors and achieving your goals. When your content and design elements are ordered by importance, by only reading the first paragraph or even sentence, users discover the information they wanted.<\/p>\n\n\n\n

Does An Effective Content Hierarchy Increase Conversion Rates?<\/h3>\n\n\n\n

Content should work to help you achieve your goals as a marketer and, most importantly, the goals of your site\u2019s users. For an e-commerce website<\/a>, their goal will be to sell products. If a user clicks through to one of their product pages, their goal will be to make a purchase. An effective content hierarchy arranges the design elements and words so it\u2019s simple for the user to buy the product.<\/p>\n\n\n\n

For blog posts, whether an effective content hierarchy increases conversion rates or not is more subtle. When they click through to a blog post, users are looking to learn something useful (hopefully, like you\u2019re doing now), so the content shouldn\u2019t be selling them a product or service. Align your goals as a marketer with the goals of your web page\u2019s users, this way you both win.<\/p>\n\n\n\n

The right content hierarchy strategy keeps users on the page engaging with content for longer. If the web page captures the user\u2019s attention and helps them discover the information they\u2019re looking for, this builds trust between your site and the prospect. When someone thinks of your website as a reliable source of information they\u2019re more likely to purchase from you in the future. <\/p>\n\n\n\n

How Do You Establish & Implement A Content Hierarchy?<\/h3>\n\n\n\n

Put yourself in the shoes of your target audience. Ask why they\u2019re clicking through to the web page. The answer to this question is what the most important information is. However, the content hierarchy isn\u2019t only one sentence or paragraph, it needs to cover an entire topic and how it flows together.<\/p>\n\n\n\n

Use keyword research to learn the background of a topic. This gives you clear guidance on what is relevant information to include as part of the content. Exploring suggested searches also help establish the most effective order of information as you gain insight into the different questions people are asking.<\/p>\n\n\n\n

Once you\u2019ve established the most important information to emphasise, you need to include an effective call to action. Decide on the CTA you want to include. It doesn\u2019t have to be linked directly to a conversion, but rather a goal you have. Is it to increase sign-ups to a newsletter? Encourage the user to click through to a product page? Fill in an enquiry form? Include a relevant CTA where users will see it, but not at the expense of any information as this will be the most important thing to the user. <\/p>\n\n\n\n

Incorporate A Strong Visual Hierarchy As Well<\/h3>\n\n\n\n

The main focus of an effective content hierarchy is the writing. However, a web page is much more than the words on the page. The images you use, colour scheme, and much more all contribute to a positive user experience. Visual hierarchy arranges the design elements on a web page based on their relevance and importance.<\/p>\n\n\n\n

Loop Digital Content Marketing<\/h2>\n\n\n\n

At Loop Digital, our team are experts at optimising content to achieve sustainable growth and results for our client partners. We develop bespoke content marketing approaches based on your business\u2019s goals, target market, and requirements. Discover a content marketing strategy<\/a> that generates tangible results, get in touch with our team today<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Content hierarchy is the process of arranging your web page\u2019s content to emphasise the most important information. The basic maxim of a content hierarchy is to put the crucial information at the top and the least important information at the bottom of the page. To ensure your content is communicated effectively you need your design […]<\/p>\n","protected":false},"author":2,"featured_media":17247,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6,20],"tags":[203],"industry":[],"class_list":["post-9689","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-content-marketing","tag-melanie-comerford"],"acf":[],"yoast_head":"\nWhat Is Content Hierarchy? How It Fits Into Your Digital Marketing Strategy<\/title>\n<meta name=\"description\" content=\"Your content needs to provide results. 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