{"id":1575,"date":"2017-09-20T10:05:09","date_gmt":"2017-09-19T16:37:22","guid":{"rendered":"http:\/\/147.91.204.66\/wordpress\/homepages-rarely-convert-because-these-6-elements-are-often-ignored\/"},"modified":"2017-09-20T10:05:09","modified_gmt":"2017-09-20T08:05:09","slug":"homepages-rarely-convert-because-these-6-elements-are-often-ignored","status":"publish","type":"post","link":"http:\/\/147.91.204.66\/wordpress\/homepages-rarely-convert-because-these-6-elements-are-often-ignored\/","title":{"rendered":"Homepages Rarely Convert Because These 6 Elements Are Often Ignored"},"content":{"rendered":" <style>\r\n  .ui-tabs {display: table; }\r\n  .ui-tabs-nav {display: table;}\r\n \r\na.ui-tabs-anchor {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 15px; \r\n\tcolor: #B52700;\r\n        margin: 5px 20px;\r\n}\r\n\r\ndiv.ui-tabs-panel {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 14px;\r\n\tfont-weight: normal;\r\n\tcolor: #B35B22;\r\n}\r\n\r\n  <\/style><p>this is an note on Homepages Rarely Convert Because These 6 Elements Are Often<\/p>\n<p>Ignored.<\/p>\n<p>zamenjeno<\/p>\n<p>Be sure to read the entire essay and view the main source<\/p>\n<p>No, this headline isn\u2019t clickbait.<\/p>\n<p>This article does contain critical homepage elements that are often overlooked. And you might be ignoring them. In fact, the examples I share here are a sure sign that many marketers still ignore critical homepage elements. And conversions are lost for these simple reasons.<\/p>\n<p>I\u2019m not going to rehash what you already know about homepages.<\/p>\n<p>You are a smart marketer. You already know a homepage is your website\u2019s front door. It\u2019s where most of your customers expect to find the #1 thing you do that can solve a specific problem for them.<\/p>\n<p>Okay, enough talk. Here are six homepage elements you\u2019re probably overlooking that are costing you conversions:<\/p>\n<h2>1. Homework (a.k.a. doing customer research)<\/h2>\n<p><em>Homework \u2018on people\u2019<\/em>, that is. And yes, it\u2019s a homepage element\u2014because it shows when you do it well.<\/p>\n<p>Imagine this for a second: Your high school teacher assigns you homework and asks you to submit it in three days. For the next two days, you stay up late and wake up early to deliver your best. You faithfully turn in your homework on the third day.<\/p>\n<p>Question: How long would it take your teacher to score your work? A few seconds to five minutes. That\u2019s how long it will take to score something you worked on for days.<\/p>\n<p>It\u2019s the same with your homepage. Your homepage (or even any landing page for that matter) is like homework given to you by your target audience. It takes them a few seconds or minutes to score you, before deciding to <strong><em>bounce<\/em><\/strong> or <strong><em>stay<\/em><\/strong>.<\/p>\n<p>Homework shows on your homepage\u2014because, if you do it, your copy will be saying what your prospects want to hear. If they land on your page and find that you\u2019re not speaking their language, it shows you haven\u2019t done your homework, and things can get ugly. You may even leave such a bad impression that they make a point of not going back.<\/p>\n<p>Example, Ashdown People\u2014a firm specializing in HR for IT businesses:<\/p>\n<p><img class=\"alignnone size-full wp-image-34091\" src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/ashdown-hr-homepage.jpg\" \/><\/p>\n<p>If you\u2019re a tech firm who visits this page for the first time, here are a couple of questions you\u2019d naturally have in mind:<\/p>\n<ul>\n<li>What does <strong>Shaping The Digital And Technology Workforce<\/strong> mean?<\/li>\n<li>How are you shaping it?<\/li>\n<li>What\u2019s the exact HR problem that this brand solves for IT organizations?<\/li>\n<\/ul>\n<p>The page looks nice, but imagine the confusion its visitors may be experiencing.<\/p>\n<p>In contrast, take Solertia \u2014 another HR firm:<\/p>\n<p><img class=\"alignnone size-full wp-image-34092\" src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/solertia-homepage-2017.jpg\" \/><\/p>\n<p>Their homepage copy speaks directly to a specific challenge folks running HRs face\u2014developing compensation strategies to avoid losing key talent. This will catch the attention of an HR pro because it deals with problems that hurt and offers a solution.<\/p>\n<p>This is a good example of someone doing their homework. Whoever wrote this copy studied their audience well enough to find that <em>\u2018developing strategies to keep key players in an organization\u2019<\/em> is a goal HR departments always try to reach.<\/p>\n<p>Doing your homework <em>on your target audience<\/em> reflects in your messaging.<\/p>\n<p>How do you do your homework? Talk to the very people that visit your homepage: customers. In other words, get feedback. There are great tools that will help you here, some of which include:<\/p>\n<ul>\n<li><strong>SurveyMonkey<\/strong>: Create surveys and generate quality feedback.<\/li>\n<li><strong>Kampyle<\/strong>: Get feedback from users.<\/li>\n<li><strong>Get Satisfaction<\/strong>: Build a forum where customers talk to one another about your product, while you just watch, listen and act accordingly.<\/li>\n<li><strong>AnyMeeting<\/strong>: Schedule live meetings with customers and get actual feedback from them.<\/li>\n<li><strong>IdeaScale<\/strong>: Allows users to make and vote suggestions about your product. And feedback with the most interactions gains higher recognition than others.<\/li>\n<\/ul>\n<p>These tools will help you know your customers\u2019 pain points, goals and how they will need your product to solve their problem. Then, you\u2019ll be able to create a homepage (and even any other landing page) that speaks directly to those problems.<\/p>\n<p>Next, brevity and clarity.<\/p>\n<h2>2. Brevity and Clarity<\/h2>\n<p>Brevity doesn\u2019t necessarily mean copy is short. It does imply there are no redundancies, and yet enough clever repetition to convince visitors to take a specific action.<\/p>\n<p>Chris Garrett, Chief Digital Officer at Rainmaker Digital, wrote that a landing page should be, <em>\u201cas long as necessary. And no longer.\u201d<\/em><\/p>\n<p>That\u2019s brevity. As long as necessary. No longer. And clarity, on the other hand, is self explanatory enough. Is the problem you solve for your audience crystal clear?<\/p>\n<p>When your homepage doesn\u2019t briefly and clearly explain your offerings, people lose interest. It\u2019s that simple.<\/p>\n<p>Another case in point is where you have brevity on your homepage, but not clarity\u2014a case where your homepage copy is brief, but it isn\u2019t clear how visitors will benefit from your business.<\/p>\n<p>A typical example of that is ZOHO\u2019s homepage:<\/p>\n<p><img class=\"alignnone size-full wp-image-34093\" src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/zoho-operating-system.jpg\" \/><\/p>\n<p>It\u2019s a well-designed page and it sure is brief, not much to read here. But to me, it lacks clarity.<\/p>\n<p>If, like me, you knew nothing about ZOHO before visiting their homepage, you have no idea what <strong>The operating system for your business<\/strong> OR <strong>A revolutionary all-in-one suite to run your entire business<\/strong> means. If you\u2019re curious, though, you might want to click the <em>\u201clearn more\u201d<\/em> link to find out.<\/p>\n<p>But according to some sites, Zoho gets about 18 million monthly visits. What if 400k, 1mm, 5mm \u2026 of those monthly visitors aren\u2019t curious enough to click <em>learn more<\/em>? They were probably looking for a specific solution before landing on this page, and that\u2019s what they expect you to communicate to them.<\/p>\n<p>Your best bet is to communicate whatever you\u2019re offering in the clearest and shortest way possible. A perfect example of \u201cbrief and clear\u201d is Google My Business\u2019 homepage:<\/p>\n<p><img class=\"alignnone size-full wp-image-34094\" src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/google-my-business-headline.jpg\" \/><\/p>\n<p>In just over 20 words, with an image on the side, <em>Google My Business<\/em> clearly and briefly explains how they help your business get found when your brand name is searched.<\/p>\n<p>So brevity and clarity could mean five, ten, 200 words. What matters is that your page provides enough information for your visitors to become convinced and take action. And this why not hiring a good copywriter for your business is a terrible idea. A good copywriter will do enough dirty work to produce copy that has both brevity and clarity.<\/p>\n<h2>3. Active voice on CTA Buttons<\/h2>\n<p><em>(Active voice describes a sentence where the subject performs the action stated by the verb.) <\/em><\/p>\n<p>In other words, a CTA button with active voice is one that says, \u201cThis is what will happen when you (the visitor) click this.\u201d<\/p>\n<p>And active voice goes beyond just using verbs on your CTA.<\/p>\n<p>It\u2019s easy to think that all visitors understand what a colored CTA button means, but you\u2019d be surprised. Sign-Up.to recently mentioned in their study that \u201cImages are good, but it\u2019s not always clear that the image is also a call to action.\u201d<\/p>\n<p>Just because you have a colored button on copy doesn\u2019t mean visitors know where the button will lead when clicked. Example:<\/p>\n<p><img class=\"alignnone size-full wp-image-34095\" src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/graham-law-firm.jpg\" \/><\/p>\n<p>Where will <em>Click Here<\/em> lead when clicked? Is that button for a call, an email, or a link to another page? You need to let people be certain what your button is for, or you risk confusing people.<\/p>\n<p>Here\u2019s a perfect example of that from Toyota:<\/p>\n<p><img class=\"alignnone size-full wp-image-34096\" src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/toyota-prius-website.jpg\" \/><\/p>\n<p>\u201cExplore Prius\u201d is active voice. It says exactly where the CTA will lead after it\u2019s clicked\u2014a page where you get to explore the Toyota Prius.<\/p>\n<p>That\u2019s active voice in action. Don\u2019t put your visitors in a position where they\u2019re not sure what your button is meant for. Make it as descriptive as it needs to be \u2014 <em>Explore [my product], See a demo, Check out this case study, etc.<\/em><\/p>\n<h2>4. Specificity Over Hyperbole<\/h2>\n<p>Why not hyperbole? Because overstating can lead to visitors questioning your sincerity.<\/p>\n<p>Instead, use copy that specifically communicates how you actually add value to people\u2019s life and businesses. Twilio\u2019s homepage is a good example:<\/p>\n<p><img class=\"alignnone size-full wp-image-34097\" src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/twilio-homepage-2017.jpg\" \/><\/p>\n<p>Twilio is a tool that software developers use to add communication capabilities to the applications they build. And that\u2019s exactly what they explain in the homepage: <strong><em>\u201cBuild software that communicates with everyone in the world.\u201d<\/em><\/strong><\/p>\n<p>No overstatements. No hyperbole. Just the <strong>specific problem<\/strong> Twilio solves for people.<\/p>\n<p>Hootsuite\u2019s homepage is another good example:<\/p>\n<p><img class=\"alignnone size-full wp-image-34098\" src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/hootsuite-homepage-2017.jpg\" \/><\/p>\n<p>According to SEMrush, Hootsuite gets about 7.2 million monthly visits. That\u2019s impressive; yet, there\u2019s no mention of how big they are on the homepage, but a <strong>brief and clear<\/strong> explanation of how their product solves problems for people.<\/p>\n<p>Adding hyperbole to your copy doesn\u2019t communicate any value. ConversionXL Founder Peep Laja says it this way (54:21): <em>\u201cYou don\u2019t add life to copy with hyperbole. [For example,] <strong>\u2018We have the best pizza in town<\/strong> VS. <strong>We deliver pizza in 10 minutes\u2019<\/strong>. [Pick] specific [over] hyperbole\u201d.<\/em><\/p>\n<h2>5. Testimonials With Smiling or Happy Faces<\/h2>\n<p>Testimonials are powerful already, but one with a smiling face pictured? Terrific!<\/p>\n<p>One Swedish study reveals that your smile has a huge effect on people around you \u2014 try smiling at someone and you\u2019d see they almost couldn\u2019t help but smile back, unless they consciously don\u2019t want to. Amazing, eh?<\/p>\n<p>Pipedrive laid emphasis on the fact that their customers are actually happy people. Then they put those happy, smiling faces about 40% down their homepage.<\/p>\n<p><img class=\"alignnone size-full wp-image-34099\" src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/pipedrive-happy-customers-testimonials.jpg\" alt=\"\" \/><\/p>\n<p>Kissmetrics understands this concept as well:<\/p>\n<p><img class=\"alignnone size-full wp-image-34100\" src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/kissmetrics-testimonial-smiling-face.jpg\" \/><\/p>\n<p>So, if you\u2019re going to use testimonials with customer headshots, use those that are smiling already since they have a positive effect on viewers.<\/p>\n<h2>6. One Page, One Goal<\/h2>\n<p>You\u2019d think every marketer by now gets the concept of one page, one goal, until you see a homepage like this in 2017:<\/p>\n<p><img class=\"alignnone size-full wp-image-34101\" src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/hr-consultants-homepage.jpg\" \/><\/p>\n<p>Several CTAs on one page. What\u2019s the one goal that a page like this is trying to achieve? Virtually everyone would have no idea. And several studies have proved it\u2019s far better to use one page for one result. The more specific you are, the better you\u2019ll be at converting specific visitors.<\/p>\n<p>A good example of a homepage with one goal is this one on QX Recruitment Services:<\/p>\n<p><img class=\"alignnone size-full wp-image-34103\" src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/qx-recruitment-services-homepage.jpg\" \/><\/p>\n<p>In contrast to HR Consultants homepage (above), this one has only one goal. Which means if the homepage gets 2000, 5000, 20000, etc. monthly visitors, this report will be the number one thing catching their attention. And it\u2019s the only action they\u2019re first asked to take. Brilliant.<\/p>\n<p>This way, QX Recruitment Services know how to measure the homepage\u2019s success \u2014 it\u2019s as successful as the number of downloads the report gets.<\/p>\n<h2>Start Converting With Your Homepage<\/h2>\n<div class=\"related-posts\">\n<div id=\"related-posts-MRP_all\" class=\"related-posts-type\">\n<h2>Related Posts<\/h2>\n<\/div>\n<\/div>\n<p>I hope you enjoyed this article on <a href=\"http:\/\/147.91.204.66\/wordpress\/homepages-rarely-convert-because-these-6-elements-are-often-ignored\/\">Homepages Rarely Convert Because These 6 Elements Are Often Ignored<\/a><\/p>\n<p><a href=\"https:\/\/blog.kissmetrics.com\/homepages-rarely-convert\/\" target=\"_blank\" rel=\"noopener\">View original article here<\/a><\/p>\n<script type='text\/javascript'>\r\n jQuery(document).ready(function() {\r\n    jQuery( \"#tabs_1575\" ).tabs({\r\n    collapsible: true,\r\n    active: false\r\n        });\r\n\tjQuery( \".scroller_1575\" ).width(jQuery( \".scroller_1575\" ).width()+1);\r\n\t\r\n\t\r\n\t\r\n  });\r\n  \r\n  <\/script>\r\n  ","protected":false},"excerpt":{"rendered":"<p>this is an note on Homepages Rarely Convert Because These 6 Elements Are Often Ignored. zamenjeno Be sure to read the entire essay and view the main source No, this headline isn\u2019t clickbait. This article does contain critical homepage elements that are often overlooked. And you might be ignoring them. In fact, the examples I &hellip; <a href=\"http:\/\/147.91.204.66\/wordpress\/homepages-rarely-convert-because-these-6-elements-are-often-ignored\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Homepages Rarely Convert Because These 6 Elements Are Often Ignored<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Homepages Rarely Convert Because These 6 Elements Are Often Ignored - test<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/147.91.204.66\/wordpress\/homepages-rarely-convert-because-these-6-elements-are-often-ignored\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Homepages Rarely Convert Because These 6 Elements Are Often Ignored - test\" \/>\n<meta property=\"og:description\" content=\"this is an note on Homepages Rarely Convert Because These 6 Elements Are Often Ignored. zamenjeno Be sure to read the entire essay and view the main source No, this headline isn\u2019t clickbait. 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In fact, the examples I &hellip; Continue reading Homepages Rarely Convert Because These 6 Elements Are Often Ignored","og_url":"http:\/\/147.91.204.66\/wordpress\/homepages-rarely-convert-because-these-6-elements-are-often-ignored\/","og_site_name":"test","article_author":"ytuuitutut","article_published_time":"2017-09-19T16:37:22+00:00","article_modified_time":"2017-09-20T08:05:09+00:00","og_image":[{"url":"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/ashdown-hr-homepage.jpg"}],"twitter_card":"summary","twitter_creator":"@fdsdfsdf","twitter_misc":{"Written by":"nickisosnowski","Est. reading time":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebSite","@id":"http:\/\/147.91.204.66\/wordpress\/#website","url":"http:\/\/147.91.204.66\/wordpress\/","name":"test","description":"test","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"http:\/\/147.91.204.66\/wordpress\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"ImageObject","@id":"http:\/\/147.91.204.66\/wordpress\/homepages-rarely-convert-because-these-6-elements-are-often-ignored\/#primaryimage","inLanguage":"en-US","url":"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/ashdown-hr-homepage.jpg","contentUrl":"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/ashdown-hr-homepage.jpg"},{"@type":"WebPage","@id":"http:\/\/147.91.204.66\/wordpress\/homepages-rarely-convert-because-these-6-elements-are-often-ignored\/#webpage","url":"http:\/\/147.91.204.66\/wordpress\/homepages-rarely-convert-because-these-6-elements-are-often-ignored\/","name":"Homepages Rarely Convert Because These 6 Elements Are Often Ignored - test","isPartOf":{"@id":"http:\/\/147.91.204.66\/wordpress\/#website"},"primaryImageOfPage":{"@id":"http:\/\/147.91.204.66\/wordpress\/homepages-rarely-convert-because-these-6-elements-are-often-ignored\/#primaryimage"},"datePublished":"2017-09-19T16:37:22+00:00","dateModified":"2017-09-20T08:05:09+00:00","author":{"@id":"http:\/\/147.91.204.66\/wordpress\/#\/schema\/person\/05346933e4e7e1a4b1b7ec131921d054"},"breadcrumb":{"@id":"http:\/\/147.91.204.66\/wordpress\/homepages-rarely-convert-because-these-6-elements-are-often-ignored\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["http:\/\/147.91.204.66\/wordpress\/homepages-rarely-convert-because-these-6-elements-are-often-ignored\/"]}]},{"@type":"BreadcrumbList","@id":"http:\/\/147.91.204.66\/wordpress\/homepages-rarely-convert-because-these-6-elements-are-often-ignored\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"http:\/\/147.91.204.66\/wordpress\/"},{"@type":"ListItem","position":2,"name":"Homepages Rarely Convert Because These 6 Elements Are Often Ignored"}]},{"@type":"Person","@id":"http:\/\/147.91.204.66\/wordpress\/#\/schema\/person\/05346933e4e7e1a4b1b7ec131921d054","name":"nickisosnowski","image":{"@type":"ImageObject","@id":"http:\/\/147.91.204.66\/wordpress\/#personlogo","inLanguage":"en-US","url":"http:\/\/1.gravatar.com\/avatar\/7e3b073a75a374e458fb196d0a70fc13?s=96&d=mm&r=g","contentUrl":"http:\/\/1.gravatar.com\/avatar\/7e3b073a75a374e458fb196d0a70fc13?s=96&d=mm&r=g","caption":"nickisosnowski"},"description":"radio sam svuda","sameAs":["ytuuitutut","https:\/\/twitter.com\/fdsdfsdf"],"url":"http:\/\/147.91.204.66\/wordpress\/author\/nickisosnowski\/"}]}},"_links":{"self":[{"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/posts\/1575"}],"collection":[{"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/comments?post=1575"}],"version-history":[{"count":8,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/posts\/1575\/revisions"}],"predecessor-version":[{"id":1585,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/posts\/1575\/revisions\/1585"}],"wp:attachment":[{"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/media?parent=1575"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/categories?post=1575"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/tags?post=1575"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}