There isn’t a Marketing Manager out there who doesn’t have a fully optimised website on their wish list. Your online presence is one of your greatest assets, and with over 70 percent of people claiming they won’t buy from a poorly designed website, then website performance must be high on your agenda.
In the age of information where our browsers and inboxes are inundated with headlines and emails from the experts, crammed full of tools and tricks which promise the best results for a tidy sum, pinpointing one solution can be tricky.
To keep things simple, we share 7 website optimisation tips to get started.
7 Best website optimisation tips every Marketing Manager should know
1. Move your website to a HTTPS domain structure
If you are collecting ANY sensitive information on your website (including email and password), then you need to be secure. One of the best ways to do that is to enable HTTPS. This will not only ensure that any information going to and from your server is automatically encrypted, but also communicate this to people browsing search engines where your company name pops up. Not hosting your website under HTTPS will result in Google chrome displaying ‘Not Secure’ in the URL bar linking to your website, which isn’t ideal for user experience.
More on how to get HTTPS here
2. Address the need for speed
Think of your company website as your home in an episode of Come Dine With Me. When guests pop round for dinner, you wouldn’t make them wait for hours until their dishes are served (cold) would you? Didn’t think so.
While videos and images are great ways to communicate your brand message and engage with users, these bells and whistles can also have an impact on your website speed. Pages with a longer load time tend to have higher bounce rates and lower average time spend on the page, resulting in a negative knock on effect on conversions.
Improve your website speed by compressing images and using a preferred image file type such as WebP. You should also cache your site, and link to video rather than host it on your website.
More ways to improve website speed here
3. Keep it simple and avoid the SEO rabbit hole
With SEO high on the agenda, it can be all too easy to get lost in the flurry of trends, secret hacks and research components which all promise great ranking results and conversions. Block out the noise and keep it simple, using one objective,one call to action and one core keyword per page.
More ways to simplify SEO here
4. Content is king...or is it?
Users need access to relevant and high quality content to find answers to their questions and be persuaded to buy or sign up. Users that miss out on this will feel that your website does not provide a positive experience, and they will be less likely to convert. To fix this, ditch the low quality, outdated and poor performing content. Review, refresh and remove!
More ways to do review, refresh and remove here
5. Keep it tidy
Although ‘Structured Content’ has become an easily ignored buzzword, it’s important to understand how users find, understand, share, and use information. Structure your content with:
- A clear call to action
- Relevant internal links
- Relevant outbound links
- Inbound linking and structured data (where relevant).
With the user experience in mind, you should also keep a close eye on the quality of your content. Keep it simple, informative and use a natural tone which resonates at a human level and speaks to the user.
6. Feature meaningful meta data in EVERY page
Meta data drives search engine optimisation. Without click-worthy meta data, you’ll weaken your ability to demonstrate relevance to search engines. That, in turn, will lower your rankings and reduce the number of consumers to your website. Ensure each web page contains a meta title and meta description with a keyword, semantic keyword and clear call to action.
More on how to write meaningful meta data here
7. Mobile first
Today, 1.2 billion people are accessing the web from mobile devices, and 80 percent of all internet users use a smartphone. Google has implemented mobile-first indexing strategies, so optimising for mobile devices should be the primary focus when designing any webpage on your website. Adopt a 'Mobile First' approach.
More on the benefits of a ‘Mobile First’ approach here
Inspired by our 7 Best website optimisation tips, and looking to add some digital flair to your marketing team?
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