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In 2022, “good enough” doesn’t suffice when it comes to your website. It’s one of the most important aspects of your digital presence. A good site must exceed a visitor’s expectations. It’s your 24/7 ambassador that tells your story. It builds brand awareness, creates leads, and is a source of conversions. Most importantly, it’s often the first impression that people get of your business. We’ve created a list of five tips that you can take to optimize your website.
Embrace a mobile-first mindset
Your website should have a mobile first mindset. Last year, mobile devices accounted for more than half of all traffic on the web. Additionally, having a web layout that responds well to mobile devices will improve your performance in search engines. Mobile devices vary in size and design, so there’s a lot of trial and error involved in this part of the process. A responsive web design is highly recommended by Google. This means the layout should change based on the users’ device. Use a wide array of mobile devices to test your website and fix mistakes as they come.
A mobile first mindset also means paying attention to where your mobile traffic comes from. What information are people looking up on their phone that leads to you? Track this using Google Analytics. Once you know, make the information easily accessible to those on mobile devices.
Use analytics to improve
Use analytics to pinpoint the weak and strong points of your website. Implementing Google Analytics on each page of your site is an effective way to start gathering data about where traffic is coming from and how users are behaving on your website.
Keep track of the bounce rate. A high percentage of single page visits could indicate that your site is not engaging enough or your content needs to be improved. Also look at the flow of behavior through your entire channel from a user first visiting your site to being converted to a customer. Being able to spot areas where high numbers of users drop off or leave can help you refine the site and boost conversions.
Comparing the number of unique visitors to the number of returning visitors is another valuable metric when evaluating your website. If large amounts of people visit once and don’t come back, it could indicate your content isn’t helpful or your business is not what they were looking for.
Produce quality content
Producing quality content is another important way to maximize your website’s success. Making your site’s content engaging will lead to more pageviews and conversions. Going beyond visuals, the text on your site should be engaging and push visitors along each step of the buyer’s journey. It’s worth spending lots of time writing and refining your website’s copy. All headers, blog posts, and other blocks of text should keep readers interested and tell your story in an effective manner.
Your website’s layout will also affect the way users consume its content. Whether it’s a blog post or the main section of a page, avoid large blocks of text. Instead, opt to break up smaller paragraphs with photos, enlarged quotes, and other appealing elements.
When creating website content, keep your brand’s story in mind. The tone of your writing, site graphics, and layout should all reflect the unique personality of your company.
Ensure excellent page speed
Page speed is a crucial aspect of a user’s experience when visiting a website. Not only will slow pages make your site painful to navigate, but they’ll also negatively affect your search engine rankings.
Use Google PageSpeed Insights as a starting point when evaluating page speed. Inputting your website URL will provide you with information on how quickly your pages run and provide suggestions on how to improve them.
When trying to improve page speed, look into optimizing the images on your site. Large or full-screen background images should be less than 1 MB. Other smaller graphics throughout your website should be 300 KB or less. Additionally, use as few redirects as possible when linking internally throughout your website. Too many will lead to a longer wait time and be frustrating to navigate.
Hire a professional team
Finding an agency that specializes in web design will often lead to the best results. When searching, take your time and be selective. It’s a good idea to look through any creative team’s case studies and past work first. Consider websites they’ve built and whether their style suits your brand.
Consistent communication is most important when it comes to designing a website. Be clear about your objectives and what you want to achieve with a new website. A good creative team will regularly meet with you to receive feedback and refine the design based on your needs and preferences.
Following these five steps will help you design a website that goes beyond your expectations. Focusing on quality content, a smooth user experience, and getting help from professionals are all actions you can take to increase the traffic and conversions on your website.
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