How to make your site better so it attracts and retains as many loyal visitors as possible? What must be worked on?
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Website organization: key points
A website is a fundamental part of a company’s digital transformation. No matter what type of tools were used to create your website (nowadays, websites built with Django and other Python frameworks are widespread), all your online actions will, in one way or another, engage interaction between Internet users and your website.
Your website reflects who you are, and you must spread a good image of your company at all costs so as not to create tension. Here are several tips that you can now apply to optimize your website.
Improve the user experience
The goal is to convert each visitor into a customer! For the user experience to be the best, avoid everything that can bother your visitors.
You must know your visitors first of all. This will allow you to create adapted pages according to what they expect.
The call to action (CTA) of your site must be effective. To do this, you need it to be visible and placed in the right place. It is better to use action verbs in texts, for example:
- Download the guide.
- Subscribe to the newsletter, and so on.
Color also has its importance; favor colors that represent you. You can use AB testing to test the receptivity of your CTAs to your customers and keep the CTA most engaging.
The loading speed of pages must be fast because it is an important element that promotes the visitor’s impatience and causes him to leave your site.
To optimize the speed of the pages, you must reduce the weight of your images; it is recommended to compress them up to a maximum of 300 KB. For some more important as wallpaper, 1 MB is acceptable. Keep in mind that the lighter the images, the faster the site will be. The same remains for videos and animations; lighten as much as possible because every millisecond is important!
You can also optimize and simplify the HTML, CSS, PHP, and JS code of your site. It is not uncommon for there to be unimportant pieces of code that weigh down your system.
Your site must be responsive. This means that your site will have to be adapted to all screen formats.
Of course, all this is accompanied by quality content that meets the needs of your visitors. Stay simple and use one topic per page to stay consistent and not lose your visitors.
By making the adjustments recommended in the previous part, you are already improving your SEO; it’s great. But there are still some other recommendations we would like to share with you.
Identify the relevant keywords
This step is important; if your pages do not incorporate the right keywords, getting the right traffic on your site will be difficult. And even if you have a website with qualitative pages that bring your customers what they need, you are only halfway there.
You must create your web pages by incorporating keywords, especially in the title tags and meta description, so that Google first knows what your page is about. Secondly, according to the relevance of your content, Google will identify keywords and classify them in its search engine.
Clearly, a web page optimized for Google will allow it to appear among the first suggestions. Competition is increasingly tough on the Internet; you have to put all the chances on your side to generate strong enough interest for Google to put you forward.
Create a content strategy
With a blog, for example, you can accurately deal with many topics in your sector in order to inform your visitors. By using wisely all the keywords covering your activity and your visitors’ questions, over time, you will position yourself as an expert in your field. For Google, you will become a referent, and it will make it easier for you to put forward.
Measure the performance of your website
This last piece of advice is a fairly simple way to check that everything works for the best. Finally, by measuring your pages’ performance, you will know what is wrong. You can use tools to see the traffic on your website and see the journey of your visitors. There are many indicators that allow you to make a deep and relevant analysis of your site. Here is a non-exhaustive list:
- The unique number of visitors: this is the total number of visitors who have made at least one visit during the selected period.
- The number of new visitors: this is the number of visitors coming to your site for the first time. It can possibly measure the effectiveness of your acquisition campaigns.
- Traffic sources: direct traffic, organic traffic, social traffic, referral traffic, and traffic from other links.
- The number of pages viewed: this is an indicator that allows you to know which pages generate the most traffic.
- The average duration per visit: this is the average time a visitor spends on your site. It can be relatively interesting to know which pages are of interest to your visitors by completing this analysis with the average duration of visits per page.
- The bounce rate: corresponds to the percentage of visitors coming to your site and who immediately leave it without opening another page or clicking on a link. As a general rule, a high bounce rate is a bad sign and indicates that your page is not engaging enough. Nevertheless, this indicator is not reliable on its own because it does not take into account the time the visitor has remained on the page.
Of course, it is necessary to gather as much information as possible and cross-reference the data to draw a good analysis. This will allow you to review your strategy to adjust your actions over time.
To optimize your website, plenty of levers can be activated. Making an analysis allows you to understand what is wrong and do what is necessary to correct errors. An optimized website is a site that will be a source of traffic and credibility in the eyes of your visitors, Google, and your customers.