DIY website optimisation

How to optimise your website in 7 simple steps

However cool your website is, if it isn’t aiming to convert visitors into leads then it’s not going to add value to your business.

A badly designed and poorly performing website won’t encourage users to stick around, come back or even tell their friends about it.

A massive 88% of online consumers won’t return to a website following a bad experience. If your site isn’t up to scratch, your business will only suffer for it.

There’s no magic to a website that drives measurable results –it’s achieved through website optimisation which in its own way is both art and science. In this blog post, we’ll walk you through our top DIY website optimisation strategies to help you achieve tangible results for your site.

What is Website Optimisation?

It’s important to remember the objective of the site when you first start on your website optimisation journey. This, of course, will depend on the type of business that you run. For an ecommerce site, it might be about increasing order value and repeated purchases and for a service-offering business, it’s about sales queries and leads collected to the site.

Add other objectives like email list growth, social media followers increase or brand awareness and you have a few objectives to choose from.

The easiest way to think about website optimisation as digital marketing science and as such it will be about a series of experiments and analysing the user behaviour and metrics to decide on the next steps. Using controlled experiments will allow you to see easily what works and what does not rather than ‘’guesstimate’’ how well your website is performing.

Website optimisation will often include improving your site’s performance, user experience and search engine ranking. The more value you bring with the site, the higher you get in the search engines and the easier your site to navigate, the more likely people to come back to it.

How to optimise website in 7 steps

So, let’s start with looking at the elements of your website you can optimise today.

1. Optimise Your Landing Pages

As part of everyday digital marketing, you might be sending traffic to the site from multiple sources – your own social media pages, email campaigns, external high-authority sites or even affiliate marketing sites.

Google Screenshot of traffic here

Any web page that is getting hit by traffic that is either intentional or through Google search, needs to be optimised for the visitors to take the required action which could be:

• Online purchase
• Download of the whitepaper
• Email collection
• Click through to another page/ article/ stay on the site to read more content
• Submission of contact details for a follow up call

You must remember that asking someone to purchase from you or even share their contact details in post-GDPR world is a big commitment. In fact, even expecting users to keep browsing through the site cannot be taken for granted.

Which is why making it really easy for users to take the next steps is paramount.

To do that, consider the following:

• Simplify your forms: keep them short and simple, acquiring only necessary information.
• Shorten the download process: asking a user to trawl through several pages before completing check-out is a sure-fire way to lose them. Aim to keep the process confined to one page.
• Reduce load times: we’ll offer some handy tips on how to ensure fast page load speeds later on in this post.
• Indicate progress: assure visitors that they’re on step 1 out of 3. That way they know exactly how long they’ve got left.

How to optimise landing page example

Having made a few or all of these changes monitor the results. Run tests to see if people are interacting with your pages differently. Analyse conversion/ bounce rates. Are you making more sales? Are you gaining more clicks?

2. Ace your Call to Action

Every website page, whether it’s a blog, a download or online purchase needs its own call to action. This is what prompts visitors to do what you want them to, whether that’s ‘buy now’ or ‘sign up.’ If visitors aren’t responding to your CTA then it’s time for a change.

To measure how successful your CTA is work out your conversion rate. You can do this by looking at the number of clicks divided by number of impressions. Obviously, if your conversion rate is low something needs to be done. Even if a healthy number of site visitors do follow your CTA, it can be a good idea to make changes to see if you can increase conversions further.

There are different elements of your CTA that can be optimised:

• Copy: choose your words carefully. Ensure your copy is clear, easy to understand and compels people to act. Keep it short. A longer sentence with complicated words is difficult to read. A snappy caption is quick and digestible. Make it interesting. Give users something they can’t resist.
• Placement of the CTA button: when it comes to browsing the web, we read at hasty speeds. We don’t hang around. Your CTA button needs to be placed somewhere that’s immediately obvious. See what works best for your site. Left, right, near your cover photo, slap bang in the middle.
• Design: ensure your CTA button looks clickable. Every detail counts. It needs to stand out, look attractive and be distinctive. Make it very obvious that it is a button to be pressed. That might sound silly, but if it merely blends in to the rest of your site it won’t be effective.

Play around with your CTA. Make changes and monitor what’s more effective for attracting clicks.

3. Optimise your Images

Quality, professional images are great tools for websites. Images are eye-catching and easy to understand. A website without any images would be a bland and boring experience for anyone.

But, images can also affect your site’s performance. That’s why you need to make sure they’re compressed. A factor that holds many websites back is slow load speeds. Users hate this. Search engines downgrade the sites with slow load speeds. It’s frustrating.

One problem could be your image size. Large images are slow to load. Bearing in mind that 39% of people will stop engaging with a website if images won’t load or take too long to load, it’s important that your images are quick to appear.

There are plenty of easy to use tools available that will compress your images including:

Optimizilla
ImageOptim (for Mac)
WebPack (plug-in)
FileOptimizer (for Windows)

4. … and your Videos

Similarly, videos that are too large will struggle to load.

Videos are an effective way of getting your message across. They grab our attention straight away. But, if they buffer, pause or slow down page load speeds they’re doing more harm than good.

Again, the answer is to compress them or even share them on the site via YouTube/ Vimeo platforms.

5. High-quality Content is Key

Top-quality content is extremely important for every website.

Web pages that contain useful information and engaging content attract and retain more visitors. They coax webmasters into linking to your page and inspire mentions. Google values quality content and looks at this when deciding on website ranking.

The trick is to ensure that your content is detailed, information-rich and doesn’t skimp on words. Research proves there’s a correlation between longer content and Google ranking. In fact, content that’s 1,000 words or longer receives the highest number of shares and links.

There are a few things you can do to make your content better. Make sure it’s:

• Crafted with users in mind: not search engines. In other words, make it natural. Don’t pack in as many keywords as you can. Create content that users really want to read. Google will reward you for this.
• Relevant: don’t deceive your users. Don’t trick them into clicking on your site only to present them with irrelevant content they weren’t’ expecting. This will only result in them clicking the ‘’back button’’ which is an instant downgrade for Google.
• Reflect what makes your business unique: in other words, what’s your USP? What makes your business different? Make sure copy reflects that and helps you stand-out from the crowd.
• Offer value to customers: offer a solution to someone’s problem. Show visitors how you can improve their lives. Don’t just talk about features of your products, make it benefit-based.

6. Mobile is everything

Whatever your business in whatever industry, your site needs to be optimised for mobile. 52.2% of all web traffic comes from mobile phone devices. If your website isn’t optimised for mobile you’re missing out on a whole lot of traffic.

Whether you have a mobile friendly site, a separate mobile site, a mobile-first site or a mobile responsive design – just make sure it’s mobile optimised! For further guidance make sure you read our top tips on mobile optimisation. Link to mobile optimisation blog.

7. Carry out Minification

47% of people expect a web page to load in 2 seconds or less. If yours doesn’t, it reflects badly on your business and means you lose out on potential customers. What’s more, page load time is a factor that Google takes into consideration in search results, so a slow site is harmful for your SEO as well as user experience.

Enter minification. All this means is removing unnecessary characters from code without damaging its functionality. In turn, this decreases the size of the file being transported across the internet. That means faster load speeds.

There are a few minifcation tools available:

• HTML-Minifier for HTML
• CSSNano for CSS
• UglifyJS for Javascript

After compressing your images and videos and undergoing minification, run your tests. The results should reflect far better speeds.

Next Steps – ready to optimise your website for success?

We hope you enjoyed our DIY website optimisation strategies. For more help on optimising your website for success get in touch. At Report Central we’re scientific in our approach to website optimisation, using our own experience of what works and what doesn’t to make immediate improvements to your site and campaigns.

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Request a free consultation with our team of experts.

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Comment 1

  1. click the up coming website page June 27, 2019 at 9:54 pm

    You really make it seem really easy with your presentation but I to find this topic to be actually one thing which I think I might by no means understand. It seems too complicated and extremely wide for me. I’m looking ahead for your next put up, I will try to get the hang of it!

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