What do you want your website to accomplish? The simplest answer to this is ‘to get more traffic.’ However, it’s not that easy. If your pages are not performing as they should, there must be something you could do. Evaluate your website and compare it with your competitors. You are sure to find several areas that can fare better with an improvement.
Turn up the performance quotient of your site and enjoy more organic footfalls. That said, chances are, you are already implementing some of these tips mentioned below. If so, it is well and good. If not, this article is happy to help.
1) Improve Your Site’s Content: Go through your page. Does it read really well? Evaluate your site’s content from a visitor’s viewpoint. For example, having a lot of technical jargon on your page may be familiar to you, but it is probably incomprehensible to a new visitor. This should not be happening. Are you writing your site’s content yourself? If you feel you need help, why not give a shot to hiring a professional service to do the job for you?
On this same note, make sure the content on the site is concise and to the point. Using bullet points is a good way to keep your readership engaged. You can also be creative with using bullet points and use icons in place of them. This gives your readers visual cues on what to read on your website.
If you don’t have it already, include a separate blog page on your site. Almost all websites can benefit from this tip. Keep it updated and enriched with valuable content. Your blog can offer valuable insights into your mission and vision. It also helps to establish rapport and encourage users coming back for more. Remember to keep an active comment section on your blog.
The more users interact with your content, the better are your chances to improve your search engine ranking. You may even consider writing your blog posts in such a way that it leaves a lot of open space to express opinions. Here’s a tip. Include a line like, ‘what do you think about it?’ in the conclusion section.
2) Responsive Design: If you have somehow missed this, do it now. The latest estimates reveal that about 50 % of web traffic worldwide is driven by smartphone users. Making your website mobile-friendly is not something optional these days, it is a must-have strategy that you should be implementing. (Google penalizes non-mobile-friendly websites.)
Your site should have clear navigation. This is important irrespective of whether you are viewing the page on a mobile or a desktop. In other words, focus on optimizing the UX at every aspect of your site.
3) Include a Separate ‘Teams’ Page: Give the visitors a chance to meet your team. A basic concept of improving your website’s performance is to make it ‘more human.’ Introducing your team on a separate page does just that. It also lends a lot of credibility to your organization. Visitors can see for themselves that your service consists of people who are qualified to handle any challenge.
On this note, it is a better option to have a separate page for each team member. This allows Google to help find individual members if your visitors are searching for them by name. Huddling all their details on a single page makes it more difficult to follow, both for the search engine and the visitor. Taking a cue from the previous tips, you can also encourage your team members to contribute blog posts. This offers an additional opportunity to display their ‘author bio’ and get more people to follow your team.
Don’t forget to include the social media profiles of your team members. Incorporate social media buttons with your blog posts or for anything else worth sharing. Include your organization’s social footprint prominently on the Home Page. It goes a long way to improve the outreach of your website. You can also use excellent online tools to identify visitors to your website and develop a social media strategy based on the inputs.
4) Use Prominent Call to Action: Probably, you already have some CTA on your website. But, do you know that you can still improve it greatly? For example, consider this. Are you using the right color scheme for your CTA buttons? Different colors have different emotional relevance. Know the difference between warm and cool colors. Find out which shades elicit trust and friendliness. Using the right color scheme on your overall website can do wonders when it comes to organic traffic.
Consider the wording of your CTA. Does it start with a verb? A generic button like ‘more information’ may not work so well. Instead, you can use catchy phrases such as ‘Click here’ or ‘Know more.’ You can also bundle up incentives and rewards by clicking your CTA. This is especially relevant if you have an e-commerce website.
On this same note, provide a ‘subscribe to newsletter’ option in your website. Newsletters ad emails are excellent tools to drive customer engagement and generate leads. Of course, you have to make sure that you publish a good newsletter at regular intervals.
5) Have a Good 404 Page: 404 pages are notorious in breaking user journeys at a website. It disrupts the end user’s attention, which may lead to your users going to your competitor’s pages. First of all, to encounter this problem, make sure that there are fewer chances of encountering a 404 page. Even if one does, make it creative. Also, don’t leave your visitors in the lurch. It should provide them with the options to resume browsing your website.
Using these 5 tips, you can greatly improve the performance of your website. As mentioned here, you should target to make your website more human. It’s important to identify the visitors and use empathy as a marketing tool to understand their pain points while browsing your site. Once you get it, it is easy to make the tweaks and changes so that your site presents a better UX.