Inbound Marketing Blog

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Top 10 Ways to Increase the Performance of Your Website

By Nick Raineri

Websites have become an essential marketing and sales tool for businesses all over the world. Your website can attract, convert, and close visitors all hours of the day, every day of the week.

Although it's a good start to get your business online, it's not enough to simply have a website.

In order to get the most out of your website, you should consider things such as conversion paths, the usability of your site, and SEO factors like load speed.

Not satisfied with the results your website is currently producing? Here are 10 of the top ways to increase the performance of your website:

1. Make Your Website User Friendly

People Smiling Using Website

Whether or not your website is user friendly will directly affect the experience visitors have when interacting with your site.

  • Are you pages appealing to the eye?
  • Is the text easy to read?
  • Is the navigation path clear and easy to follow?
  • Does each page provide some sort of value to the visitor?

These are all questions you should ask yourself as they will give you a clear idea of whether or not your website is user friendly.

If you answer no to any of these questions then focus on what you can do to change that. For example, if the text isn't easy to read, then perhaps the page could use better spacing or some relevant images.

If you answer yes to these questions but still have ideas of how you could improve then don't hesitate to make changes if you think it will benefit the user.

2. Create Clear Navigation/Conversion Paths

People will land on various pages of your website depending on which source they're coming from: organic search, pay-per-click ad, social post, email campaign, etc.

No matter what source they're coming from or what page they land on, one thing should remain the same. There should be a clear direction of how to move through your website.

For example, say you're a roofing company based out of St. Louis. After searching in Google "roofing company St. Louis" someone finds your site in the search results and arrives on your home page.

What will they be presented with when they land here? What information will they see? Perhaps they will see an overview of services and maybe some testimonials from past clients.

This is great, but what if they want more information or are looking to take a next step? Do you have call-to-actions (CTA's) in place to help guide them through your site?

When implementing these CTA's you should think about what the most appropriate next step would be.

Perhaps it could be sending the visitor to a landing page for a free consultation. Maybe, it's to your blog or to a premium content offer. It could be sending them straight to your services page that makes the most sense.

These are all options to consider and it's important to take in account both what you're looking to accomplish and what resonates best with your target audience.

If your bounce rate is higher than expected, or people are only viewing one page, consider readdressing the clarity of your navigation path and CTA's.

If your bounce rate is stable but your conversion rate is sub par, then consider making changes to your landing pages and forms.

3. Optimize Your Website's Load Speed

Laptop With Loading Screen

How fast your website loads is crucial to it's performance as well as it's ranking in search engines.

Using a tool like GTmetrix, you can enter the URL of your website and be presented with results on your website's load speed as well as errors that could be causing it to load slower than it should be.

This a great way to see how your website's load speed compares to others and see what you can do to help improve it.

Having a slow load speed can ultimately hurt your bounce rate and your ranking for search query's in Google, as faster loading sites get prioritized over their counterparts.

So be sure to optimize your site by doing things like: reducing image size, minimizing redirect requests, optimizing your css and more.

4. Establish a Clear Purpose for Each Page

Along with having a clear navigation path, each page of your website should have a clear established purpose.

The visitor should quickly be able to tell what the purpose of the page is. Don't bog down your page with loads of different information and offers, as this will ultimately distract the visitor from the main goal of the page.

For example, the purpose of a blog post is to provide information on the topic at hand. So take this blog post for instance. The purpose of this page is to provide the "Top 10 Ways to Increase the Performance of Your Website".

One way to ensure each page has a purpose is to establish its purpose before you even create it. Ask yourself questions like:

  • Why would someone come to this page?
  • What value would they receive?
  • What is the goal of this page?

After the page is created you can test if the purpose is clear by doing a glance test. Have some people take a glance at the page and ask them:

  • What did the page contain?
  • What stuck out?
  • What do you think the purpose of the page was?

Then see if their answers match up with what the established purpose is to get an idea of the clarity of the page.

5. Integrate Keyword Targeting

Targeting Concept

Every page of your website should have a clear purpose and along with that comes a keyword focus.

In other words, each page should be targeting certain keywords in which you wish to rank for.

Using a tool like ahrefs, you can explore different keyword opportunities based on keyword difficulty (how difficult it is to rank for), search volume (how many times it searched per month), and other metrics.

Define what your best keyword opportunities are and where targeting those keywords on your website would make the most sense. This could be a services page, a blog post, or so on and so forth all depending on what the keyword is.

Make sure the page has a solid keyword density, between 1.5-3%, and use the keyword in the title and headers as long as its appropriate.

Remember don't spam the keyword, as this will ultimately have a negative impact on your ranking potential.

6. Create Relevant and Helpful Content

Content is an essential part of every website. It provides information to visitors, impacts your ranking potential, and more.

Blogs are by far the biggest example of website content. They provide a way to interact with leads and customers.

Blogs are the most effective when used to provide relevant and helpful content. Address pain points your target audience suffers from and provide useful insight and potential solutions.

Blog posts are typically awareness stage content and as a result are primarily used to attract leads.

By creating helpful content rather than "salesy" content, you will appeal to more members of your target audience going through various stages of the buyer's journey.

7. Create Quality Landing Pages

Business Man With Thumbs Up

Landing pages are how you convert leads on your site. These pages contain a form that is filled out in exchange for some sort of value offer or to schedule a meeting or consultation.

However, getting a lot of people to a landing page that doesn't convert doesn't do you a whole lot of good.

Test your landing pages and find out what resonates well with your customers and what works for your business. Having high-quality landing pages will go a long way in converting more leads.

8. Make Use of Thank You Pages

Take advantage of when a lead fills out a form on a landing page by sending them to a thank you page.

Not only will this help the lead see that their submission was completed, but it serves as another opportunity to keep them on your site and engaged with other offers.

If the form was for a content offer such as an eBook, then on the thank you page consider providing them with other relevant downloadable content offers.

Thank you pages are a great way to get leads to interact with other offers or pages of your website that they otherwise likely wouldn't.

9. Provide Premium Content Offers

Premium content offers include:

  • eBooks
  • Whitepapers
  • Webinars
  • And more...

These content offers are typically of more value than a blog post and provide in depth insight or data and research on a topic.

Premium content is a great way to generate leads as your exchanging the content offer for information filled out on a form.

Now that you have this information, you can begin nurturing these leads throughout the buyer's journey with relevant content and email campaigns to stay top of mind.

10. Consistently Improve

No matter what you do there is always room for improvement, as is the case with website performance.

As you develop and optimize these processes, as well as others, continue looking for areas of improvement. Make use of analytics to track your results and see what's working and what isn't.

Having a high performing website isn't something that happens overnight. It's something that takes ongoing efforts. By consistently improving and striving for better, you will see the results start speaking for themselves in no time.

Interested in how you can begin growing your business online? Schedule a free consultation with one of our reps today!

Free Business Consultation: Grow Your Business Online

I hope you found this information beneficial and feel free to comment down below any thoughts or questions you may have.

Topics: Inbound Marketing, Marketing Strategies, Marketing Tips