Now, you might be thinking – “What on earth is a ‘fat footer’?”
Well, a fat footer basically categorizes and outlines the most important information about a business on its website. This allows visitors to easily navigate across the whole website regardless of which page they happen to be on.
At Mindvalley, we love a good ole’ fat footer and have in fact implemented fat footers across all our businesses.
Our fat footers are carefully structured into three main columns. They are:
1) Business Name (E.g. Silva Intuition System)
2) Community & Support
3) Published by Mindvalley
Before we dive deep into the “How” of creating fat footers, we’ll show you why we use fat footers in the first place, and how we are secretly leveraging this to our advantage.
Why Should You Use Fat Footers?
Traditionally, the old school direct marketing wisdom advises against inserting too many links on your site and ensuring only important links – ones that will get you closer to your goals or increase bottom lines – are featured on a page.
The most popular important links, as we know them, are Call To Action links.
While we agree that we should try to minimize the amount of redundant links we have on our sites, we took the concept to the next level by creating fat footers that consist of at least 10 “important” links.
Counter marketing wisdoms?
Yes, and here’s why.
The fat footer was created in a bid to appeal more to the methodical thinkers.
As you may have learned from our 3 Sure-Fire Tips to Enhance Your “About Us” Page article, we are big believers of Persona Architecture and we design our sites based on this concept.
We want to make sure our sites are easy for the methodical reader to browse, fill up on research and learn about our company. All of this directly (and indirectly) helps them make informed decisions when it comes to subscribing to our newsletters and sites, checking in on our Facebook pages, and purchasing our products and upsells.
How to Create Fat Footers?
As mentioned, our fat footers are divided into three columns. Each are structured strategically to appeal to various audience types – all of whom have different decision making processes.
Column #1: Business Name (E.g. Silva Intuition System)
This column consists of information about our company, directs to specific information pages on the Mindvalley Brand, and helps to start the relationship between Mindvalley and the visitor.
– Home: A page where we showcase our value proposition and why our visitors should subscribe to our newsletter. More specifically, it shows what values we offer in return for their name and email address
– About (Link to About Us page): Who are we, what we do, our mission, our beliefs and values we hold
– Products: Information on what are we offering, and the differences between our product compared to other competitive products in the market
– Reviews: “Social proof” on what our customers are saying about us
– Free Lessons: Introductory lessons that we give our visitors for free in exchange for their information
Column #2: Community and Support
The strategic value of this column is to show our commitment in building an online community and providing
them with the support they need – this column helps increase the goodwill of Mindvalley.
– We always show our customers or prospects how can they reach us rapidly, this includes via phone and email
– A FAQ of common questions or doubts before or after purchasing our products are answered
– We link to our Order Tracking page where our customers are able to track their orders without having to
waste any time emailing our customer support team for updates
– Link to the product blog site. Besides having SEO value, linking to the blog site allows our prospects to gain more information about our courses before they even buy our products. This also builds rapport with our prospects – it is one of the pieces of the puzzle that builds up a community
– Lastly, a link to our Facebook page. This provides our prospects with another platform to reach us and
provides us with another channel to build a long-term relationship with them.
Column #3 – Branding
The main purpose of this column is branding. Remember the strategy we take with our “About Us” page? Well, we
also extend our branding efforts in fat footers too.
– How to get involved with Mindvalley. Be it potential authors, affiliate programs or community involvement, let your visitors know how to get in touch with the right people for their needs
– Now here comes one of the most interesting links: We’re Hiring. The main purpose of linking to our careers page is not to increase job applications. However, if we do get applicants through this page, they’re usually high quality applicants who know our products! The main point is to show that we are a real company doing real work
– There are tons of companies with fake websites and fake personalities in the market. Having a link to our careers page instantly differentiates ourselves from the phonies
– Lastly, the Planet First link. This page showcases our values and our commitment to the planet. Values
matter a lot to Cultural Creatives (most Cultural Creatives are also Methodical in nature) and as such, can affect their decision making process. Therefore, this section of your fat footer is a good place to highlight key contributions to the planet and show that we mark our words with actions.
We also want our visitors to know that we organize the inspirational, conscious and fun event called Awesomeness Fest, an event that attracts hundreds of game changers, thought leaders and epic value creators from all over the world. All profits made from this event are donated to charities we support such as the Pachamama Alliance.
Here Comes The Test
Now – you’ve seen what we do, why we do it and how we do it. You might be wondering: is there any concrete
data to show you whether a fat footer produces any results?
Well, we did a test on our pages and compared the results (Leads and Sales conversion) between
pages with a fat footer and those without one. Here are our results:
Does that means that a fat footer is useless?
Having a fat footer lays down a concrete foundation that allows you to win in any
competitive landscape that you compete in.
What do I mean by that?
Google slaps are happening everywhere and the frequency of the slap is crazy.
By having a fat footer, it allows us to enter into an auction (PPC) without
fearing that we may be Google slapped at any given time.
Note: It is one of the Google policies to have navigational links.
In addition, it allows us to cornerstone our strength (by ensuring a great user experience)
to other traffic channels and continue to thrive from there. It is important to us that even if we don’t close a sale from every prospect, the prospect supports our values and causes, and is confident that we are a credible and real company.
Long-term wise, a fat footer may go a long way to help customers respect and trust your company more,
improve open rates for your emails, and strengthen relationships as your readers will be involved in your company and not just your product.
Nicholas Ho is a member of the Site Development Team at Mindvalley.