In-Depth Tutorial: Daily Article Page

Food Gardening Network

The Daily Article Page within a Mequoda System on Haven WordPress is arguably the most savvy of all pages presented to a user. The content is optimized more than any other page to attract visitors from search engines, and the conversion architecture is primed in every way to convert those free visitors into email subscribers. If a visitor is already an email subscriber, then the conversion architecture adapts to convert the known user into a paid member or subscriber. And if the user is already paid, then the user can access the content without seeing any ads at all. They are ever so eloquently carried through the path of least resistance, up the product pyramid.

Below, we’ll review a Daily Article Page on Food Gardening Network. Food Gardening Network is a community-focused network dedicated to the support of home food gardeners, with advice on growing everything from fruits and vegetables to grains, herbs, and spices—with tips on optimizing your garden no matter its size. Food Gardening Network is the perfect one-stop resource for home gardeners whether they have lots of land, an array of raised garden beds, or a collection of containers on their deck or balcony.

Food Gardening Network nurtures the energy and interest of home gardeners with a deep well of information and inspiration. It’s unique in its content: it offers not only tips and advice for growing your own food at home through Daily Article Pages, but also through magazine issues, how-to videos, special collections, and comprehensive nutritional and health benefits of each food featured.

Now, let’s look at one of FGN’s Daily Article Pages, and we’ll review it based on our checklist of core components that can help you design a page that attracts new website visitors, captures the email addresses of new site visitors, and converts them into paying subscribers.

Daily Article Page

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In addition to the elements specific to the Daily Article Page framework below, there are several other notes in the header worth noticing:

  • There is a consistent logo across the website, featured in the top left.
  • A search bar remains at the top of the site at all times that allows users to navigate in a non-linear way.
  • A link to sign in is ever-present in the top right-hand corner.

Floater Ad


FGN’s Daily Article Page—just like many other pages on the site—displays an interstitial “Floater Ad” to new page visitors, offering a free download in exchange for the visitor handing over an email address. This conversion architecture is important for making the offer of an FGN free report, but users can easily close the ad by clicking the “X” below the email address field—and this ad never displays for a logged-in or known user though this ad may be replaced by an ad for a paid product. Paid users do not see this ad at all.

Exit Floater Ad


FGN’s Daily Article Page also displays an interstitial “Exit Floater Ad” after a few seconds when a new visitor might be clicking away from the page,  offering a different free download in exchange for an email address. Users can easily close the ad by clicking the “X” in the top right-hand corner of the ad. Again, this ad never displays for a logged-in or known user, though this ad may be replaced by an ad for a paid product. Paid users do not see this ad at all.

Order Form in Editorial (OFIE)


At the top of an FGN Daily Article Page, below the navigation but above the article itself, unknown page visitors will see a featured Order Form in Editorial (OFIE) for a free download. This is a great place to collect email addresses after the Floater closes. These OFIEs should feature a freebie that is related to the content. To do this, create a freebie for every category/topic in your Daily, and serve the aligned OFIE with each post in that category. Known users do not see the OFIE, though this ad may be replaced by an ad for a paid product. Paid users do not see this ad at all.

Daily Article Page Title and Subtitle

For SEO purposes, titles on Daily Article Pages are formatted as H1 tags, and subtitles are formatted as H2 tags in Haven WordPress. Google reads headlines in order of importance, starting at H1, then H2, H3, and so on. For this reason, subheads within an article should never be formatted as H1 or H2, so they don’t compete with the title of the article. Article titles and subtitles are optimized using researched keywords related to the article. In this example, the article is being optimized for “indoor garden pests” which is why you see it in the title, and in the subtitle.

Daily Article Page Author and Date

FGN’s Daily Article Page each display the author and publishing date. Clicking on the author will take the reader to an index page for the relevant author with a complete listing of all content from that author in reverse chronological order. Author index pages also include a short biography of each individual author.

Daily Article Page Share and Print Buttons

FGN’s Daily Article Pages include share buttons for the social media platforms most used by food gardeners, which are Facebook, Twitter, and Pinterest. Additionally, they include the ability to easily email articles, and a print function. The print function is used often by readers of FGN due to their high volume of recipes.

Daily Article Page Featured Image


Every FGN Daily Article Page includes a featured image related to the content. This image is sized to be at least 1200px wide on the backend, because this is the image that is pulled into Facebook and other social networks when they create previews. The smallest size required is 1200px, so all featured images on FGN are sized accordingly, though they get re-sized automatically in Haven WordPress to fit the page.

Daily Article Page Body Copy


Below the featured image on every Daily Article Page begins the body copy of the article. The content is meant to engage the reader, is optimized for search with related keywords, and includes contextual hyperlinks to related articles within the body copy. It may also, as shown here, include more images.

Daily Article Page Text Ad


After approximately 300 words on a Daily Article Page, you’ll spot a text ad on FGN. These text ads are meant to be displayed just above the visual fold of the article (before or after the person begins to scroll) in order to keep a freebie front and center once the floater and OFIE have disappeared. In the text ad, you’ll see a field to enter an email address so the user can quickly sign up to get the freebie and also join FGN’s email list. These text ads should feature a freebie that is related to the content. To do this, create a freebie for every category/topic in your Daily, and serve the aligned text ad with each post in that category.

Daily Article Page Call to Comment

FGN’s Daily Article Pages always include a call to comment written by the article author. This invites the user to use the comment field below the article to engage with the author and other readers.

Daily Article Page Navigation to Next and Previous Posts

At the bottom of FGN’s Daily Article Page is a highly visible page-navigation system that allows page visitors to navigate backward and forward, chronologically speaking, to published daily posts.

Daily Article Page Related Posts

FGN’s Daily Article Pages have a list of Related Posts below the body copy. These links to related content are dynamically generated based on the tags assigned to the articles.

Daily Article Page Tags

FGN’s Article Pages are assigned tags based on keywords in FGN’s keyword universe. These keywords are loaded into the site’s tag database and when the system sees one used in an article, it is automatically tagged with that keyword. These tags link to tag index pages that list all articles that use each term.

Daily Article Page Comments

FGN’s Daily Article Pages have a large comment field that encourages engagement from readers. Logged-in users can leave a comment and publish immediately, while unknown users are required to submit their name and email in order to comment, though they do not need to be logged in.

Daily Article Page Right Rail Elements: OFIN, Freebie List, Categories/Topics

OFIN

At the top of the right rail of FGN’s Daily Article Page, unknown page visitors will see a featured Order Form in Navigation (OFIN) for a free download. The right rail on this page, at the top, is a great place to collect email addresses. Known users do not see the OFIN.

Freebie List

In the middle of the right rail on FGN’s Daily Article Pages, page visitors will see clickable links to FGN’s free downloads. Displaying these freebies in the right-rail encourages unknown users to sign up for email when they download a freebie. For known users, it helps remind them of the free content they get access to when they are logged in.

Categories / Topics

Further down the right rail on FGN’s Daily Article Page is a full listing of the primary categories or topics that they cover, in alphabetical order. Clicking on any of the categories/topics will take visitors to a full index page of daily posts for the particular category/topic, with content displayed in reverse chronological order.

Daily Email to Promote Daily Content

FGN Daily Email

FGN’s Daily Article Pages aren’t a “build-it-and-they-will-come” proposition—besides attracting organic traffic because posts are optimized for search, actively promoting the content to FGN’s own email list is another key strategy of creating importance and awareness of their content. Driving existing customers back to Daily Article Pages where organic searchers will often navigate to see everything that’s available—is a great way to continuously feature all their expert content.

Summary

FGN’s Daily Article Page is an excellent example of a page meant to deliver content and attract new readers to their mailing list. FGN does an excellent job of incorporating all aspects of Mequoda ACEM principles on this page (Attract, Capture, Engage, Monetize). This page is a workhorse, and it’s the #1 page a user visits when they arrive to FGN, so this page template may very well be the most important one on your site.

Here’s a performance checklist you can use, to ensure your own Daily Article Page follows Mequoda’s current best practices!

Mequoda’s Daily Article Page Checklist

Element Criteria Done?
Daily Article Does your site have regularly published free articles?
Floater Ad Does your Daily Article Page serve an interstitial "Floater Ad" to new visitors?
Exit Floater Ad Does your Daily Article Page serve an interstitial "Exit Floater Ad" before visitors try to click the back button?
Order Form in Editorial (OFIE) Does your Daily Article Page feature an OFIE above the article that disappears only for premium members?
Daily Article Page Title and Subtitle Does your Daily Article use an H1 formatted Title and an H2 formatted subtitle, and use these tags nowhere else in the article?
Daily Article Page Author and Date Does your Daily Article include an author and publishing date?
Is the author name clickable to an author index page?
Daily Article Page Share and Print Buttons Does your Daily Article include share buttons for your audience's most used social networks?
Daily Article Page Featured Image Does your Daily Article include a featured image?
Are your featured images sized at least 1200px wide?
Daily Article Page Body Copy Does your Daily Article contain body copy rich with engaging content and contextual hyperlinks to other articles on your site?
Daily Article Page Text Ad Does your Daily Article include a related text ad about 300 words into the body copy?
Daily Article Page Call to Comment Does your Daily Article invite readers to comment at the bottom of the body copy?
Daily Article Page Navigation to Next and Previous Posts Does your Daily Article Page provide navigation to posts that were published before and after the current post?
Daily Article Page Related Posts Does your Daily Article Page feature related posts below the main article?
Daily Article Page Tags Does your Daily Article Page feature related keyword tags that hyperlink to tag index pages?
Daily Article Page Comments Does your Daily Article Page have a comment field for known and unknown users to comment without logging in?
Daily Article Page Right Rail Does your Daily Article Page feature an OFIN at the top of the right rail for unknown users?
Does your Daily Article Page feature a list of freebies in the right rail?
Does your Daily Article Page display a list of all the free topics/categories?
Daily Email Is all of your daily content promoted by email to your email list on a regular basis?

Print Checklist

Bottom Line: If you want to create a powerful Daily Article Page—just like FGN’s—follow this checklist, and you’ll have a great starting place for creating a compelling, practical, and usable page.

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