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Why is Website Optimisation important?

by Becky Cable ON Aug 28, 2019

Website optimisation is not just important, but vital, because it helps your website visitors be more successful with their visits to your website.

Every visitor comes to your site hoping to answer a question, find a solution to their problem, or complete a task of one kind or another.

What happens to a website that never gets optimised for search and conversions? It dies.

This is not what you want for your website, is it? You want it to flourish - and bring in paying customers.

To fulfill that goal, you need the right tools. Search Engine Optimisation (SEO) and Conversion Rate Optimisation (CRO) have bypassed manual optimisation, which is where website optimisation tools come in.

Your competitors have data and processing power on their side, so why shouldn’t you?

You want to optimise your site for your specific audience. What works for one audience won’t necessarily work for another. Otherwise, we’d all have more traffic and conversions than we could handle.

Website optimisation tools help you figure out what you’re doing wrong - and what you’re doing right - and make sure your website has the power to draw as many people as possible and to give them every reason to convert.

Let’s say that you’ve written a detailed article on a topic that’s important to your target audience. You turn it into a literary masterpiece with tons of anecdotes, examples, and actionable advice.

Then you publish it. And you wait for the traffic to pour in.

Only it doesn’t.

Why? Because you haven’t optimised it for SEO. People can’t find your masterpiece because you haven’t focused on a good keyword, you don’t have meta tags filled out, and there are no incoming links.

Result: No Traffic.

You figure out why you’re not getting any traffic, so you use the tools I talk about below to optimise for search. You include meta tags, add relevant keywords, and use H tags to help Google figure out what you’re talking about.

The traffic starts pouring in. You’re ecstatic.

But you haven’t figured out the best place to put your calls to action. There’s no form for people to sign up for your email list. Visitors can’t figure out how to buy your products or services.

Result: No Conversions.

What can we learn from this? You need website optimisation tools to generate traffic and conversions.

The two go hand-in-hand, as I’ll explain later on, and you can’t have one without the other if you want to boost your bottom line.

What Website Optimisation tools should I be using?

I'm glad you asked.

Google Search Console and Google Analytics

When it comes to free tools, you won’t find more comprehensive information anywhere about how your site’s performing.

Like other website optimisation tools, Google Search Console analyses your website and helps you improve it to rank better and boost conversions.

All you have to do is add your site to Google Search Console and verify it on your website by installing a code. It’s just a brief snippet of HTML.

Once it’s installed, Google Search Console begins collecting information. It will tell you how much traffic you’re getting, for instance, and where that traffic’s coming from. Google Analytics will track bounce rates, and give you in-depth analysis about visitors to your site. These two tools, used in conjunction, are very powerful.

What else can I do to optimise my website?

If you optimise all pages on your site with different keywords (relevant to your business), you have the chance to appear in several types of searches!

Let’s say your website has 20 pages. If you optimise your content so that each page has relevant keywords and phrases, there are 20 possibilities that your website will appear on search engines.

In order to do that, you need to optimise each one of your pages for unique keywords.

Yes, this may take more time and effort than expected, but if done properly, you will be opening several opportunities to increase visibility.

How can you make sure that your website has been correctly optimised?

Optimising can be a challenging task, depending on the size of your site.

But we guarantee that the potential returns are worth the investment of time and effort.

Website optimisation tools make attracting and converting traffic easier. Since your competitors are likely using them, you don’t want to miss out.

How you use them will determine the results. If you’re not checking in with these tools, running reports, and actively making adjustments, you’ll lose out on potential sales.

These tools give you the insights and the statistics, however we find that experience and human understanding provide much better results. We can interpret that information to make better optimisation choices.

At Unumbox, we can help you reach your website’s highest potential.

Download our free guide below, and learn how to convert more traffic to your site than ever before.