Even when you desperately need a new website, you don’t always have the time or money to start from scratch. One of the best ways to improve website performance is to build upon what you already have. Thankfully, there are a few web design tweaks that won’t break the bank but will improve website performance. Here’s what you need to know
Improve Your Website Performance
Here are some easy things you can do to improve your website performance.
1. Make an Offer They Can’t Refuse
When asked, most business owners say that increasing conversions would improve website performance.
A valuable offer is one of the crucial elements that help your site convert visitors. The prime spots for an offer or call-to-action are in the sidebar and on the contact page. The offer can be a graphic that links to a landing page with a form, or you can even put the form right into the sidebar.
Small Steps to Improve Website Performance
These offers are very easy for the visitor to say yes to. They don’t require any human contact and usually give instant value.
- Price calculator
- Interactive customization tool
- Mail me a full catalog
- Mail me samples
- Download a Kit
- Access to special info
- Webinar
- “How they did it” industry case studies
- Insightful reports
- Education tools: how-tos, tutorials, videos
- Subscribe
- Ebook
- Guides
- New industry research
- Templates/worksheets
- Product demos
- Coupons
Bigger Steps to Improve Website Performance
These offers require more effort for the visitor and possible interaction with a human. They may not provide instant value and are for visitors who have already taken small steps and are now ready to get serious.
- Contest
- Free estimates
- Meet the team
- Tour
- Free trial/evaluation
- Time-bound deals
- Flat entry fee
- Give-away or sample of your service
- Discount if they tell a friend
- Free upgrade
- Locate dealer/builder
- Free consultation
- Seminar
- Guarantees
Download the Offer Ideas PDF
2. Clearly Communicate Your Value Proposition
Make sure your homepage is crystal clear about who you are and how you’re different. It works great to add a large font, one or two-line introduction text right in the middle of your homepage. Visitors leave websites because their understanding is foggy on what they’re actually looking at.
Stating what you do best should be easy – right? Not always. To help you focus on your most important selling points, we have put together a UVP Checklist to help you verbalize your unique value proposition.
3. Put Your Phone Number in the Header
This is one of the simplest tweaks you can do, and it’s amazing how many websites don’t. When doing this, people get called more often – simply because the phone number is easier to find. Don’t make it difficult for consumers to find your contact info. Listing your number only on your “contact” page inputs another step. While a contact page is great, (and you should definitely have one) putting your number up top makes it as easy as possible for potential clients to call you.
Plus, it may have some local SEO benefits.
4. Update Landing Pages to Improve Website Performance
Since web text can become outdated, and revising text is generally an inexpensive process, take your top 3 to 5 pages and revise the layout of the content according to these guidelines:
- Use the 80/20 rule to make sure you’re only sharing what 80% of the people want to know
- Prioritize your most important points first
- Make the most important things bold – if someone was to only scan the page – which things would you want them to see?
These simple revisions will keep your content fresh, as well as let Google know that you are regularly updating your pages and therefore staying relevant.
5. Add New Images Throughout the Site
It’s been proven that visual elements draw interest more than just text. If you have an e-commerce site, update your product photos. Service sites can post professional photos of their team or graphics that represent your unique differences. However, make sure you optimize your images first, otherwise you may end up doing more harm than good by decreasing load speeds.
6. Update Your Google Business Listing
You can get quality traffic to your website and place of business by making sure you keep all your local listings up-to-date.
Most important is your Google Business Listing. For local companies, you MUST have a fully optimized listing if you want to show in the Local Results on desktop or mobile devices. Don’t just add your address and phone number. You should upload photos, a business description, hours, and any other information you have. You should also take advantage of the posting tool and link it back to landing pages or posts on your website.
Your business listing may not improve website performance, but it’s one of the most important marketing tools available for local businesses, and the information must match what is presented on your site if you want to improve your organic search rank.
7. Remove or Rework Old Content to Improve Website Performance
When you have content that isn’t adding extra value, delete it or remove it. The more straightforward and valuable your content is, the more likely your visitor will connect with you.
If you remove landing pages or outdated blog posts, be sure to make a 301 redirect from the deleted content to a related URL. That way, Google won’t penalize you for having too many 404 notices (not found).
A lot of material can be reworked or updated and republished. Never relinquish an asset until it has lost all value.
8. Update Your Meta Descriptions
Meta descriptions are the one-line summaries of your page that show in the Google search results. Meta descriptions help convince people whether or not to click on your listing.
In the past, meta descriptions were meant to “draw the click.” However, with the Google broad core algorithm update in March 2019, many SEO professionals now believe that a meta description that is more informative as opposed to “salesy” could help you rank higher.
Google has put a stronger emphasis on user intent (what does the searcher really want to know), and the information you share can go a long way to making your site the most relevant search result.
9. Optimize Your SEO Titles
Title tags should be between 50-and 60 characters if you don’t want them cut off in the search results. They should be as descriptive as possible and contain your targeted keyword for that page. If possible, include your company name and phone number if you are a local business.
This is yet another way for people to connect if they understand more clearly who you are, and it’s good for SEO.
If you have a WordPress site, you can update your SEO title using the Yoast plugin. Your SEO title does NOT need to match your page title. As a matter of fact, in most cases, it should not.
10. Evaluate the User Experience
When was the last time you navigated your website on desktop, mobile phone, and tablet? Is your site mobile-friendly?
Is your Main Navigation menu easy to understand, and can you reach all your important pages with no more than two clicks?
Every website owner should look at their website with fresh eyes. Do a search for your business and see how you present in search results. Navigate your site and re-read the content. Click on hyperlinks and buttons. Submit a test email through your contact form.
If you discover bottlenecks, then you may need to make changes or add additional features.
Good user experience will improve website performance and result in increased traffic and conversions.
How Effect Can Help You Improve Website Performance
If you want more information on how you can improve website performance, contact Effect Web Agency. We have specialists that can help you grow your online business.
