EZ Website Optimization for Small Businesses and Nonprofits

Last Updated on September 2, 2024

How to Optimize Your Website for More Traffic and Higher Conversion Rates in 6 Steps

This article provides a guide to optimizing your website for increased traffic and higher conversion rates.

It covers essential areas such as on-page SEO, technical SEO, user experience optimization, website performance optimization, conversion rate optimization, and off-page SEO.

By implementing these strategies, you can begin to improve your online visibility, attract more visitors, and ultimately achieve your online marketing goals.

What is Website Optimization?

“Website optimization is an impact-driven strategy that aims to improve your website’s performance, helping users better (find and) navigate your site.” Hotjar.com

The goal of optimizing your website includes increasing traffic, engagement, and conversions.

6 Core Areas of Website Optimization

On-Page SEO and Content Optimization
Technical SEO
User Experience (UX)
Website Performance
Conversion Rate Optimization (CRO)
Off-Page SEO (Backlinks)

1. On-Page SEO and Content

Is there helpful content on your website that people can easily find?

Use clear HTML and logical content structure. (What is HTML?)
Link internally to guide users.
Create high-quality content that addresses user needs.

On-page SEO: Optimizing the content of your website

On-page SEO means (among other things), HTML markup, Information Architecture, Content (Very Important), Structured Data, and Internal Linking (Very Very Important).

Keyword research & integration: Identify relevant keywords and integrate them naturally into your content (titles, headings, body text). Why are keywords so important?

High-quality content: Create informative, engaging and well-structured content that meets the needs of your target audience.

Meta tags: Write meaningful meta titles and descriptions that accurately reflect the content of your page.

Image optimization: Use useful file names and alt texts for images to improve accessibility and SEO. Ensure the file name includes your brand and the keyword associated with the image.

Internal linking: Set up a logical internal linking structure to guide users and search engines through your website. Internal linking is essential!

Read more about Search Engine Optimization (SEO): Don’t focus on just Google either. 10% of the search market uses Bing, which powers Yahoo, Ecosia, DuckDuckGo and more. https://warrenlainenaida.net/bing-seo-an-essential-guide-for-your-small-business-nonprofit-or-school/

2. Technical SEO

Does your website work? Can it be found, crawled, indexed and ranked by search engines?

Optimize your sitemap and page structure. (What is a sitemap?)
Manage indexing and monitor for issues.

Technical SEO: optimization of the website basics

Technical SEO includes all technical optimizations that make it easier for search engines to find pages on your website, crawl them, index them, and then rank them in the SERPs (Search Engine Result Pages)

Website speed: Make sure your website loads quickly on all devices (desktop, mobile). Using page-builders can slow down your website. Use them with care.

Mobile-friendliness: Optimize your website for a smooth user experience on mobile devices.

Website structure: Create a clear and logical website structure with easy navigation for users and search engines.

Structured data (Schema.org): Implement structured data to provide search engines with richer information about your content. Your SEO plugin (WordPress) handles that for you. Learn more about schema from Moz.

Crawlability & Indexability: Ensure your website can be crawled and indexed by search engines.

Read more about Search Engine Optimization (SEO): https://warrenlainenaida.net/category/seo/

3. User Experience (UX)

Is your website easy and enjoyable to use?

Conduct a UX audit and improve navigation. (Read about UX audits on Hotjar.)
Use A/B testing to evaluate changes. (What is A/B testing?)
Ensure your website is accessible.

An accessible website is a useful website. That goes beyond a simple mobile/responsive website. Ensure anyone can use your website, regardless of location or situation.

Read more about the importance of accessible websites: https://warrenlainenaida.net/category/accessibility/

4. Website Performance

Does your website load in less than 3 seconds?

Aim for fast loading times (LCP, INP, CLS). Read more about Google Core Web vitals right here. Your WordPress optimising plugin will help you take care of increasing the speed of your website.
Use a CDN and optimize your code.

“At its core, a CDN is a network of servers linked together to deliver content as quickly, cheaply, reliably, and securely as possible. To improve speed and connectivity, a CDN will place servers at the exchange points between different networks.” Cloudflare.com

Read more about website performance: https://warrenlainenaida.net/category/website-tech/

Read more about page builders and website performance: https://warrenlainenaida.net/afraid-page-builders-are-slowing-down-your-website-in-just-a-few-minutes-you-can-change-all-that/

5. Conversion Rate Optimization (CRO)

Is your website making you money or generating leads?

Optimize CTAs, use microcopy, and incorporate social proof.

To enhance user experience and boost conversion rates, focus on three key strategies: optimizing Call-to-Actions (CTAs – buttons you click on, and text that motivates you to do so), using effective microcopy, and incorporating social proof.

For CTAs, use clear, action-oriented language and create urgency while ensuring they stand out visually and are strategically placed.

Microcopy should be concise, helpful, and friendly, guiding users with reassuring messages. Microcopy are the small bits of text on a website or app that help guide users, such as button labels, error messages, and tooltips.

Finally, social proof, such as customer testimonials, reviews, and trust badges, builds credibility and encourages potential users to engage by showcasing the positive experiences of others.

Read more about the importance of Landing Pages: https://warrenlainenaida.net/what-is-a-landing-page-why-is-it-important-and-why-it-isnt-your-homepage/

Read more about how to write content that converts: https://warrenlainenaida.net/how-to-write-copy-that-connects-and-converts/

6. Off-Page SEO

Is your website connecting you with others so you can start a conversation?

Build high-quality backlinks.
Engage in social media marketing.
Optimize for local SEO.

Off-page SEO: Building website authority

Backlink building: Get high-quality backlinks from relevant websites to increase the authority of your website. Don’t buy them – earn them. Spam backlinks can negatively affect your rankings.

Brand mentions: Encourage mentions of your brand name and website on other platforms (social media, articles, etc.).

Social media engagement: Build an active presence on social media platforms to engage with your audience and promote your content. Don’t think social media is important? Search for a brand. How many SERP results are the website of that brand, and how many are social media and other off-page results?

Read more about the importance of social media and your website: https://warrenlainenaida.net/category/social-media/

Wrapping Up

To ensure your website is effective, ask yourself these questions: Is your content easily accessible and valuable to visitors? Does your website function properly and appear in search engine results? Is it user-friendly and visually appealing? Does it load quickly and generate revenue or leads? Finally, does it facilitate connections and conversations with your audience?

Remember, website optimization is an ongoing process. Continuously review your strategies and adapt based on performance data. A website, like your business, is never “done”.