3 Tips for Individuals & Businesses to Improve Web Site Performance

Many individuals and small businesses want to improve the performance of their websites, but knowing where to start is difficult with so many suppliers offering variations on domain name choosing, website optimization, search engine optimization (SEO), online marketing, etc.

To add to the confusion, there are two sides to web page and website optimization:

  • Technical considerations: how quickly each web page loads; how quickly information is delivered; whether the website works on all platforms (e.g. wide screens, laptops, mobile devices); what happens when something goes wrong, etc.
  • From a business point of view, valid concerns include: how well the web site performs in terms of visitor satisfaction; whether the website meets company needs and goals; whether the online presence is generating a return on investment.

Implementing the three tips below, which have a focus on the business viewpoint, will help individuals and small businesses to optimize web site performance.

Define The Main Purpose of The Website

It is important to be clear on the purpose of the website so that the performance of the web site can be measured.

For example:

if the website’s purpose is to provide basic business information on an organization’s activities and contact details, then the website will have a very different look and feel to one which has web pages optimized to sell a product.

There is no point having an expensive website that looks superb but does not work – and a working website is one that achieves its goals.

Write down the purpose of the website as clarity of purpose keeps a website focused on the things that will lead to results.

Make Every Web Page Count

Every page on a web site should be optimized to deliver results. Does the contact page encourage visitors to make contact? Make sure that the visitors to a particular web page expected to arrive on that page – otherwise they’ll move on (quickly!).

The starting point is to know the purpose of the web page (for example, to give information, to collect a visitor’s email address) and to decide what a visitor should do on the page (for example, request a newsletter, request a call back, move on to a more detailed page).

Make sure that every page has a purpose and it is clear what a visitor should do on the page – and make sure the page fits in with the overall website purpose.

Optimizing Websites For The Visitor Improves Performance

Optimizing website performance means understanding who the most likely visitors to the web site will be and what they will want to do when they arrive on the site.

Think about the visitor’s journey through the website and plan the stages of the journey as this will help to keep all the pages focused around the visitor and the visitor’s needs.

For example, a visitor looking to buy a product will want to arrive on a page that includes information about the product.

For some products a ‘buy now’ action is appropriate on that page – but for other products, where the sales process typically takes many more marketing touches the most appropriate step may be to ask the visitor to request further information.

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