Website optimization can be intimidating. However, by making small tweaks and updates you can improve the overall internal and external quality of your site. First, it is important to optimize your website for conversions and also for search engines such as Google. This will not only provide a great user experience (UX) but will also help your business get higher rankings in search engines, increased traffic, and the overall goal, more conversions!
What Is User Experience?
“User Experience (UX),” according to usability.gov, “focuses on having a deep understanding of users, what they need, what they value, their abilities, and also their limitations. It also takes into account the business goals and objectives of the group managing the project.”
When you design and optimize your website through the eyes of the user, you provide them with a valuable, memorable experience that will leave them wanting more. This is represented through the factors of the User Experience Honeycomb:
Now more than ever, consumers notice (and expect) quality user experience design. As you audit your website or design one from scratch, put yourself in the shoes of the consumer. If you don’t feel good about the experience your site provides, why should they?
What Is Search Engine Optimization?
Next, companies who want to be seen need to optimize their websites for search engine optimization (SEO). SEO can seem complicated, but understanding and implementing the basics can truly take your site to the next level. One aspect of SEO involves improving your website’s visibility so users can discover you more easily. It also includes processes for increasing website traffic, optimizing your content to increase conversions, and making sure your website works the way it should (fast, relevant, and helpful).
How to Optimize Your Website for User Experience and SEO
Now that you know more about user experience and SEO, let’s dive in and learn how you can put them into action.
1. Make sure your website is mobile optimized.
First, it’s not just important, but it’s now necessary for your site to be mobile-friendly. Did you know that Google switched to mobile-first indexing for all new websites? This means that Google will crawl a new website for mobile optimization before the desktop version. With more users searching on mobile devices than ever before, it is imperative that your website is mobile-friendly.
Mobile-friendliness includes font sizes, button sizes, and how easy your page navigation is for users, among other elements. If you’re wondering exactly how to optimize your website for mobile, we first recommend running Google’s free mobile-friendly test to find out how you score and discover optimization opportunities for your site.
2. Provide users with relevant content.
Next, your website should clearly explain who you are, where you’re located, and what you do. Without this key information, how can users understand how you can help them? We also recommend creating specific pages for each product or service that your business provides. This will not only give the reader a better understanding of your services but also provide you with SEO opportunities. For example, if you’re a plumber that provides various plumbing services, you can break down each of your offerings on their own designated pages. By doing this, you have the opportunity to:
- Target specific keywords on each page
- Increase internal linking opportunities
- Provide users with specific, relevant content about your business
- Provide users with answers to common questions
- Increase conversions and get more business
3. Prioritize website speed optimization.
Did you know that most users expect websites to load under five seconds? Website page speed is so critical that users will leave a site before waiting a few additional seconds for it to load. Even if they decide to wait, they could still be frustrated and disappointed by slow loading time and abandon your site. Also, Google has stated that website page speed affects rankings, so make sure that your site loads quickly for your users as well as search engines.
To check your current page speed, use the free PageSpeed Insights tool by Google. There are also small adjustments that you can make to optimize your website speed, including:
- Use a reliable host for your site
- Enable caching
- Optimize and compress your images
4. Display clear calls to action.
Lastly, make it possible for users to easily contact you or perform an action, such as signing up for your newsletter, with an effective Call to Action (CTA). This can include form fills, click to calls, learn more buttons, or contact buttons. You should also consider the placement of your CTA. It should be clear, noticeable, relevant to the page’s content, and direct the reader to the right place.
Ideally, your CTA will be above the fold, or near the top of the page. However, there are instances where placing a CTA below the fold, or further down the page, makes more sense, such as a “Book Now” button after a piece of content discussing a service that you offer.
Want to Improve Your Website or Local SEO? Contact LSM!
Website optimization can seem like a daunting feat, but knowing the basics will give you a running start. Begin by looking at your website and finding small opportunities to add a CTA, adjust image sizes, or develop a service page to get started. For more help, contact LSM! We provide SEO and Local Search services and would love to create the best strategy for your business. Happy optimizing!