Website Optimisation: Best Practices From UX to SEO

It’s no wonder that website optimisation is a priority for almost any digital business. A poorly optimised website can undermine your entire marketing efforts, while a well-optimised one can increase traffic volume, engagement, and conversion rates – collectively resulting in revenue growth.

Let’s explore how to conduct website optimisation to reap those and other business benefits.

Looking to bypass the website optimisation routine? Take a product tour and explore how Phonexa can help you calibrate your site.

Why Do You Need Website Optimisation?

Given that 63% of users prefer to buy solely after having a positive shopping experience, overlooking website optimisation repels two-thirds of your potential customers. Few people want to buy from obscure, laggy, and confusing websites.

However, should your website elements align, your platform becomes a cohesive machine that generates, nurtures, and converts users.

Here are some benefits of website optimisation:

• Higher rankings: Google elevates SEO-optimised websites in search engine results pages (SERPs)
• Better experience across devices: Your website becomes convenient for PC, mobile, or tablet users
• Improved engagement: Users are inclined to interact with your forms, banners, and links
• High ROI: Optimised website streamlines your user journey, making all your business efforts more effective
• Increased credibility: Users find transparent, well-designed, and quick websites trusted

UX Optimisation

User experience (UX) optimisation is a practice of developing effective user interaction with your brand across all touchpoints. Website-wise, we can categorise UX website optimisation into four key principles.

User Centricity

No matter what and how you sell, it’s essential to tailor your offer to your target audience. It enables your content to resonate with users at a deeper level, increasing the likelihood of taking them down conversion journeys.

Any kind of website personalisation begins with building your ideal customer profiles (ICPs), a set of demographic and psychographic parameters that describe your target audience. You can gather this information through interviews, forums, or social media.

Quick Pest Control, a British pest control company, provides a great example of user centricity. Once you scroll the website’s homepage, you see three banners with ants, bed bugs, and rat & mice control buttons – four of the most common pest issues Brits encounter. 

Usability

Your website must hook, nurture, and convert visitors – all of that is barely possible without intuitive button placement, colour accents, readable text, and other elements that make navigation clear.

And don’t forget about your copy. It should convey the gist of the button concisely, so that users don’t have to think if that’s the right button before clicking.

Accessibility

If your website takes over 3 seconds to load, chances are users won’t stay, and studies prove it:

A shortcut to your website performance optimisation is hosting. You can acquire it from content delivery networks (CDNs), potentially doubling or tripling your website loading speed.

These practices will also make your website more accessible:

• Video transcriptions: Text blocks that repeat spoken language, tailoring your content to users in noisy environments and hearing-impaired people
• Alt texts: Image descriptions that benefit SEO and allow users with slow internet to understand what your visuals convey
• Keyboard navigation: Controls that enable PC users who are unable to use a mouse to browse through your website

Hierarchy

Users struggle to browse through commercial websites and drop off halfway due to being overwhelmed by the tons of ads they see daily. The hierarchy principle helps you cut through the clutter by arranging your promotional assets throughout your pages according to their value and role in marketing strategies.

You can learn how effective your promo assets are through Lynx, Phonexa’s solution that attributes impressions, clicks, and conversions to banners, links, and forms. All the data is delivered in real-time, allowing you to make not just informed, but prompt decisions.

 

Book a free demo to explore how Lynx and other Phonexa’s solutions can help you drive business growth.

Tailor Content to Funnel Stages

A funnel is a consumer-processing algorithm that helps you engage users based on their position in the customer journey. To convert effectively, your website pages should address users at the top, middle, and bottom of the funnel, and these guidelines will help you do so:

Stage	Objective	Guidelines
ToFu	Establish your brand as a helpful resource	Target cold users with general pages, such as “Why should I insure my car?”Implement gentle branding into your articles Be careful with CTAs, as they may appear obtrusive at this stage
MoFu	Educate users and turn them into leads	Focus on users’ pain points, desires, and feelingsEncourage users to explore your other marketing channelsExchange useful information for emails or phone numbers
BoFu	Drive sales by promoting your offers directly	Use strong marketing incentives, such as limited-time offers and refundsOffer discounts for products that users leave in shopping cartsStick to plain, benefit-oriented language with specific CTAs

Search Engine Optimisation (SEO)

With a potential to drive 748% ROI growth, SEO website optimisation remains among the strongest marketing practices. SEO is categorised into internal, external, and technical.

Internal SEO

Internal SEO involves everything that happens within your website’s front-end. The most important part here is keyword strategy, which involves research and inserting keywords throughout your pages, preferably including headers.

“To get started in an unfamiliar area where you don’t have traffic and might not have a lot of data, do keyword research to see what kind of problems people are facing. Then write content that solves those problems or answers the questions that they’ve got. Make sure that what you’re doing is good and valuable.” – Jeannine Crooks from Amplify Webinar

Website optimisation tools, such as Ahrefs or Semrush, are your go-to assistants for exploring keywords. They also audit sites for SEO-related website issues, including broken links, ineffective keywords, and off-index pages, expediting your optimisation routine.

Other essential internal SEO practices:

• Meta tags: Produce a title (up to 60 characters) and description (up to 160 characters) that represent the topic of your page and hook the reader
• Page structure: Divide your pages into subheadings (H1, H2, H3…) and use numbered and bullet point lists to improve readability
• Content quality: Provide useful information, refer to statistics, and diversify your content with white papers and e-books
• Interlinking: Segment your website content into clusters based on their topics and interlink pages within them

External SEO

Conversely, external SEO is efforts outside of your website. Without a doubt, backlinking – acquiring links to your site from other platforms – is the most effective practice here. Not only does it provide you with faster indexing and boosts credibility, but it also elevates your ranking if backlinks come from authoritative sites. 

Here’s a step-by-step backlinking guide:

1. Create valuable content: Ensure that your website features useful pages, such as guides, studies, or infographics, that other sites would like to link to
2. Research competitors: Find guest post sites that link to your competitors through SEO tools
3. Conduct outreach: Identify link opportunities on resource pages, guest posting sites, or link exchange platforms, and reach out to their managers via personalised emails

 

Don’t forget to maintain your backlinks. It allows you to identify effective anchors and links, as well as repair broken links with the help of webmasters.

Technical SEO

Technical SEO is responsible for what goes on behind the scenes of your website. Its main objective is to refine your domain’s architecture to achieve fast indexing and high ranking. 

To clarify: Search engine indexing is when Google understands and organises the content of your page. As only indexed pages appear in SERPs, indexing is a fundamental element of website optimisation. 

A first step of technical SEO is to make your content accessible for search engine optimisation bots:

• Build XML sitemap: Walks bots through the most important pages of your website
• Use robots.txt file: Indicates to bots which pages require indexing and which do not
• Simplify URLs: Makes it easier for bots to understand what your pages are about
• Schema markup: Explains to bots the context of your pages, such as review, comparison, or guide

Don’t forget to secure your website with HTTPS encryption – it signals to search engines that your visitors are safe, which in turn guarantees you higher rankings. 

Conversion Rate Optimisation (CRO)

CRO is a process of refining your website components to increase the likelihood of users taking action. It entails lower bounce rates, easier navigation, and increased revenue.

You can’t conduct CRO without knowing how users act on your website, which is why you need behavioural analytics software. Among many options, Phonexa’s HitMetrix has some of the best features:

• Heatmaps: Explore your website through a colour prism that highlights the most common friction points
• Screen replays: Record visitors’ website sessions to reveal frustrating areas of the interface
• Behavioural metrics: Track click rates, click errors, mouse outs, and other essential key performance indicators (KPIs)

 

Here’s how you can conduct CRO with our HitMetrix:

1. Identify: Use heatmaps or screen replays to detect where your customer journey leaks
2. Fix: Develop multiple upgraded versions of frustrating website areas
3. Test: Measure the effectiveness of your new designs through a 50/50 traffic split 

 

Coordinate Efforts Across Several Channels

Google reports that messages coordinated across multiple channels cause users to spend 30% more. That’s why developing your email, social media, and paid marketing is indispensable for your website optimisation.

Email Marketing 

Emails are perfect for promoting your website content. Whether it’s a new blog post or a product added to the catalogue, you can notify your leads about it through email campaigns, even better if they’re personalised from the subject line to CTA. 

You can resonate with users at a deeper level by using E-Delivery, our solution that tracks how users respond to your emails. In combination with HitMetrix, it allows you to deliver the right message at the right time, multiplying the effectiveness of your email marketing.

Additionally, you can automate your emails based on users’ interactions with your website. For example, if people abandon their shopping cart, you can send them a reminder along with a discount on selected items. 

Social Media

Facebook, Twitter, Instagram, and other social media platforms traditionally have a more engaged audience than websites do. That’s why it’s a good idea to create a social media page, generate and nurture subscribers, and direct them to your website for more conversions.

A smart way to do this is to create an engaging social media post that’s interrupted before the culmination. Those who want to continue reading must click a link to your website, where you can take them down your customer journey based on their funnel stage.

Social media is also excellent for gathering information about your target audience. You can explore their feelings and desires by encouraging a discussion in the comments section – later, you can use this data for website optimisation. 

Paid Ads 

Here are the most effective ways to use paid ads in favour of your website:

Segment your audience	Develop paid ads for specific blog posts or product pages, each targeting relevant users
Dynamic ads	Launch ads that change their link based on users’ past actions, such as the website pages they visit often
Retargeting	Tailor your ads to users who visited but didn’t convert on your website, encouraging them to return and take a desired action

Manage Leads & Streamline Your Website with Phonexa

Phonexa offers so much more than just HitMetrix, Lynx, and E-Delivery, especially if you’re in performance or affiliate marketing. Whether you buy or sell leads, our solutions, solidified into a single system, streamline every step in your lead management routine:

• LMS Sync: Track your leads, analyse their tendencies, and distribute them in real-time to capitalise on every earning opportunity
• Call Logic: Manage pay-per-call campaigns, set an interactive voice response, and detect leaks in your call funnels
• Books360: Pull data from Phonexa’s software, track your KPIs, and manage cash flows in real-time

And here’s the best part – Phonexa’s software operates within a single dashboard. All your business data is automatically shared between panels, enabling you to eliminate routine and focus on scaling. 

 

Get Phonexa’s all-in-one performance marketing software suite at a single price:

Build your plan now, or take a product tour to explore Phonexa’s innovative solutions.

Frequently Asked Questions

How do I conduct homepage optimisation?

Begin by researching and incorporating keywords to achieve high SERP rankings, and then focus on CRO to identify and eliminate friction points that hinder conversions. 

How to optimise your website for mobile

Revamp your website’s interface to make it ergonomic for mobile screens. Remove unnecessary code elements, compress images, and reduce HTTP requests to increase website speed.

What is a website optimisation company?

It’s a company that provides website optimisation services, including SEO, CRO, and UX. In practice, UX and marketing experts enhance your website until you achieve the desired results.