You know, recently, there has been a trend to separate the work of optimizing websites into SEO, SEM, copywriting, usability, accessibility and what not. But do you really need to dive into all the aspects of web development when creating a website?
What to optimize?
In reality, you need to have a website that will allow your visitors do what they want - and this is what you want them to do as well. That simple.
There may be things that make the process of conversion easier or harder, but it all comes to whether a visitor becomes your customer or not. And you only need to improve your website to help your visitor to become your customer.
Now when it comes to improving your website, there are numerous factors, influencing visitor behaviour, such as:
- site look and appeal (web design)
- website speed (web development, usability)
- easy navigation (web usability and accessibility)
- text readability (copywriting, usability and accessibily)
- clear language (copywriting, usability and accessibility, again)
- use of words that your customers use (SEO, usability)
- pages, focused on one thing/action (SEO, usability)
- useful content (SEO, usability, copywriting)
What to look at?
As you can see, there are many aspects and most of them go into various areas of web expertise. Studying them all separately not only takes time and patience, but some web development skills as well. But in reality, what you need to do comes down to providing value to your customers via your website by making it usable, readable, enjoyable, etc.
That you can do, right?
When creating, developing and optimizing your website, you simply need to follow one basic principle: make your visitor's experience pleasant, comfortable, etc. To do this, you need to become your own customer and view your site from your customer's point of view.
A good start would be to use your main keyword to find your site and see how it looks in the SERPs. Does the title look promising? Is the description exciting or shows some alpha-numeric rubbish?
If you arrived at the homepage, look if you can find the path to find what your keyword was about. Is it obvious? How many clicks do you need to arrive to the keyword-focused page?
If you arrived at a landing page, you need to check if the page is indeed focused on the keyphrase, whether text is readable and if the content is compelling enough.
Another important moment is whether there always is a way to do something from the page you are at, be it read more, add something to your cart, check out or sign up to your newsletter.
How to optimize?
Those were the basics.
There are numerous factors, influencing the conversion process. Put simply, a visitor becomes your client if you provide the most value and the choice of becoming your customer is obvious.
You can do that by:
- clearly stating the benefits of your product
- having a quality, useful product, after all
- having unique, quality content
- providing clues to help your customers make a choice (honestly, though, without pressure)
- have a fast loading website
- intuitive, obvious navigation
- provide excellent customer service
- have a clear path where to go next
- have easy checkout process
- always have a visible way to contact you (phone number, e-mail, contact form, etc)
That is, you optimize your site for yourself - make your site the site you'd want to shop yourself at, and you'll be fine.
Who will optimize?
Of course, if you are versed with web development, you can simply plug away and have an optimized site in a week. But what if not? What if you don't even know where else to look? In this case, the best variant for you would be to hire a web developer to do what you want with the site, or a website optimization consultant to tell you what to do and(or) improve the site as well.