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’?

Online checkout in real life

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!