A Guide To Exceptional Web Page Optimisation

Contrary to popular belief website optimisation counts for much more than just SEO. Let’s just take a look at the meaning of the word, optimisation;

“Make the best use of (a situation, opportunity or resource)”

Then surely covering only one aspect of what makes a website effective, isn't?

Plan Of Action 

Your website represents your entire business, all those years of hard work, dedication, passion and success. This achievement is apparent to you and everyone that works for you, invests in you, and knows of you, but what of those who have never heard of you? Relying on reputation and word of mouth is still a potential way of getting business, but relying on just those methods is a massive mistake. Billions of people use the internet every day, take advantage of it!

Okay, time to move on to the actual subject at hand; there is an abundance of competition out there online and, of course, this is where Search Engine Optimisation comes into effect, fighting it out to reach that first page in search engine results is an everlasting battle, and always will be, but what’s your plan of action when users actually reach your site? It’s an obvious real issue that is seen every day, just think how many times you’ve clicked onto a site and immediately hit that back button, it happens often right? There’s your proof that search engine optimisation, although getting visitors to appear on your site, doesn’t make them want to stay.

Think visual, be practical, see the results, and start asking questions!

Make It Visual 

A drab website isn’t doing anything for you, anything beneficial that is. It’s an obvious statement to most, but good design really does make the difference! Personally, working at a design agency brings out a more critical style of thinking when it comes to appearance but surely we can’t be alone! Aesthetics and Practicality (Covered under the next heading) go hand in hand when it comes to website design, but one without the other isn’t going to do you any favours; making sure each area of your website stands out with clear purpose and direction is crucial for page optimisation.

The one true purpose of design is to draw attention, and this should be your focus. Consider colour, layout, images, spacing and typography; all of these aspects factor towards the appeal of your website:

  • Implement brighter colours to bring attention to certain areas, and consistent colours in others to build familiarity
  • Ensure the layout of your site flows well and eliminates confusion so your viewers can find what they’re looking for with ease
  • Entice visitors with professionally taken images, to express your product or service at its best
  • Use the right amount of spacing between each area and block of text to break up sections, making navigation and scanning less of a task
  • Find an appealing and easy to read type that users won’t have a hard time understanding

Take these five pointers into account, though all fairly straight forward, will make a huge difference in the overall likeability of your website! Breaking sections of your site into easily digestible groups of content will prevent strain and keep visitors enticed.

Make It Practical 

Make your visitor’s journey clear and concise! Every page has a function, get rid of the unnecessary and find out which pages work for you, think of what you would be interested in as a visitor to your own site and filter the irrelevant stuff. The best way to show what your site has to offer is through your home page, feature popular articles, examples of your best work, great testimonials and anything else you might find worth a spot on your front page! Include click-throughs on each of these pieces of content so the viewer has plenty of options for site navigation, your aim is to keep visitors enticed.

Like last time, here are some best practises when it comes to optimising your page for effective impact:

  • Make each section of your site easy to access, a clear navigation bar at the top of your page gives visitors freedom to roam
  • Use call to actions in and around all your content, keeping users on your site for longer without hitting a dead end
  • Include links to every area of your site on page footers, for swift access
  • It’s crucial to make sure every area of your website is responsive, so users don’t give up  on trying to use your site on other devices
  • Insert social sharing buttons on every page, this gives users a quick and easy method to share useful and interesting content

So there again, five quick but crucial points to consider when planning your website for effective results. Get the best out of your website to keep visitors for longer, and have them leaving with memories of an enjoyable experience.

Measure And Improve 

Your site looks and feels great, you could stop there, but there’s more to do! Measuring your website’s performance is of optimal importance, seeing how each page and piece of content performs can save you time, prevent you from making mistakes, let you see what’s performing well, and much more. Think about what you want your visitors to do, what path do you want them to take? If you’re looking for more visitors to your blog page, consider placing snippets from your latest posts on your home page, if you’d like to have more visitors getting in contact then maybe putting your content details in the top corner of every page would be a good idea? Putting these actions into effect without measuring how many more blog page visits you receive, or how many more visitors contacted the office would be a nonsensical process, as there’d be no plausible way to tell how effective or ineffective your efforts turn out to be.

It’s time to start measuring your success and start asking questions, here’s a few pointers to get you started:

  • Which pages of your website are most popular? Can you figure out why? Find out and see what content works best
  • Measure the visitor rate of every blog post, don’t waste time producing that content that doesn’t attract many visitors and focus on those optimal performers
  • Which of your web pages has the highest bounce rate? What could you do to try and decrease that number?
  • If the content at the end of your home page isn’t getting much attention, would it be worth placing it further up?

As long as your business is developing, so should your website; constantly tend to it and never stop improving. It’s time to start taking full advantage, by thinking visual, getting practical, measuring the results and asking questions, as there’s nothing but benefits to be had!

If you’d like to take your online performance to the next level, you can find out how to Stand Out From The Crowd In Three Simple Steps by getting your social media strategy planned and ready to go, or see Why Your Un-responsive Site Is At Risk NOW More Than Ever and how you can prevent going down in those search results!