5 ways to improve your website

woman shop clothes laptop

Online, first impressions are crucial. Within 15 seconds, users visiting your page make a choice. Either they click on the little red x at the top of the page, or they stay on your site. Because every visitor is a potential customer, website optimization is a priority for all types of companies—small, medium, and large.

Want to optimize your site, but don’t know where to start? Here are 5 easy ways to improve your platform.


Only 55% of companies perform a user experience test before launching their website, and 70% of online companies fail as a result of poor user experience.

1- Meet your customers’ needs

If your website was not designed with your target audience in mind, they won’t feel drawn to it.

Follow these tips to avoid falling into the trap:

Create your persona

A persona is a fictional character created by you, representing your typical customer’s stereotype. It helps put a face to your target audience, which in turn helps you build your message. Your persona’s profile should include demographic (age, gender, etc.) and psychological (tastes, interests, etc.) attributes.

Find your voice

How will you share your company’s values and identity with your target audience? Use your personas to develop a tone and writing style specific to you, that you will use to reach them.

Optimize the user experience (UX)

Offer potential customers a smooth browsing experience, making sure your site is fluid and enjoyable.

2- Incite web users to take action

This is key for turning visitors into customers. You can have the nicest website in the world, but all your optimization efforts will be in vain if the visitor doesn’t take action.


Define your goals

Start by defining your goals in terms of actions, as well as the performance indicators to measure them against. Do you want to incite visitors to make a purchase? Sign up for your newsletter? Download a document?

Make sure buttons are clearly visible

Make sure your call-to-action buttons are placed in strategic locations on your website to incite people to click and take the desired action.

Check the key performance indicators (KPI)

In all cases, check your site’s performance indicators and make any necessary adjustments to improve the user experience.

3- Enhance the SEO strategy

Digital trends are constantly evolving. As a result, a neglected website could quickly become obsolete, and therefore be penalized by search engines. That’s why it’s important for companies to ensure their website’s SEO (Search Engine Optimization) is at its best.

Here are 3 techniques to help you score in organic search results:

Know your subject matter

Do your research and be sure to follow basic SEO techniques, such as the optimization of keywords on your website. Take the time to write good evergreen blog posts, which could become a reference and position you as an expert in your field.

Use headlines

Your content may be fascinating, but if your titles (and subtitles) aren’t catchy, no one will read it, and your web rank will be penalized. Use tools, such as SE ranking tools, to find synonyms for keywords and make your titles more attractive for search engines.

Rethink networking and keywords

The more people talk about you online, the higher up you’ll show in search results. Make sure to include relevant links to internal and/or external pages. Conversely, ensure other websites are putting links to your page in return. Remember: keywords should be catchy and chosen strategically.

4- Think mobile first

Gone are the days when people would just use their laptops to shop online. In 2019, mobile devices were behind 48.91% of website traffic worldwide.It just goes to show that companies can no longer neglect the mobile user experience (UX), which is why it’s important to have a 100% responsive website—i.e. a website optimized for smartphones. Especially knowing that 52% of users say they are less likely to engage with a company whose website is not responsive (ouch!).

5- Revise your newsletter strategy

A classic method not to be neglected—newsletters can either bring you down or become a great tool to peak your subscribers’ interest and increase traffic to your website.

To get the most out of your newsletter, be sure to:

  • Adapt your message to your target audience
  • Include relevant topics
  • Use a simple, fluid design
  • Add a clear call-to-action
  • Calculate and analyze benefits.

Is the concept of website optimization new to you? Don’t let yourself be intimidated by our list of tips. You will benefit by following even just 1 or 2 of them. Also, feel free to consult an expert and/or to delegate a portion of these tasks to your team. Happy optimization!

5 things to take away:

  • Make sure to meet your customers’ needs
  • Incite your visitors to take action
  • Consider your SEO strategy
  • Optimize your website for mobile devices
  • Make sure your newsletter is adapted to your target audience

17 January 2022, By Videotron Business

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Sources : Selligent, Forrester Research