Download - Improving Your Website
Optimising Your Website
Presented by: Dave Hazlehurst, Ph.Creative
All digital roads lead here...
o Where does your website fit into your overall marketing strategy?
o Why do you need to optimise?
o Improving your organic search results
o Improving conversion
What does your website need to do?
o Generate sales
o Generate new leads
o Build brand awareness and perception
Understanding your users
o Why are they visiting your website?
o Where have they come from?
o What do they want to achieve on any specific page?
o Are they finding what they need? Or leaving?
o Bounce rate: higher than 60%?
o Conversion rates
Seeing your site the way visitors do
• How do people scan a page?
• What can they see above the ‘fold’?
Making your website work harder: a checklist
Main top headers
• 80% of users see this first
• Make it count!
• Keep things familiar
Making your website work harder: a checklist
Simple navigation
• Avoid jargon
• Use clear 'sign posting'
• Most important info on left side
Making your website work harder: a checklist
Headlines
• Relevant to user
• Clear and concise
• Relevant to page
Making your website work harder: a checklist
Hero image
• Show service or product
• Use photos to guide actions
• Don't use stock images
Making your website work harder: a checklist
Video
• Customer testimonials
• Short and sweet
Making your website work harder: a checklist
Data capture/sign-up forms
• Consider design
• Test messaging
• Less is more
Making your website work harder: a checklist
Buttons
• Consistent color
• Drive call-to-action
• Make them bigger
• Contact options
Making your website work harder: a checklist
Trust indicators
• Social proof (reviews, ratings)
• Customer testimonials
• Guarantees
Making your website work harder: a checklist
Content
• Keep simple and concise
• Answer customer questions
• Address objections
• Make text easy to read
Making your website work harder: a checklist
Benefits
• Focus on benefits for users
• Show how you solve problems
Making your website work harder: a checklist
Repeat call-to-action
• Especially for long page copy
o Don't cause 'friction'
o Always be testing
o Think about mobile
o Don't forget your thank you pages
A few more tips to keep top of mind...
A few real-life examples
John Lewis Alison At Home Accident Advice
Questions?
Ready to learn more now?
Thanks!
