You build a website offering your services and the phone doesn’t ring! We have pulled together 6 ways to optimise your website that will get your phone ringing.
One of the most common questions we get asked is ‘why is the phone not ringing’? Websites are just pages of information catapulted into the internet, floating around in space with a million others.
6 Ways to Optimise your Website:
Google favours speed
The first thing we’d like to touch on is site speed. The faster your site, the more Google will favour it. There’s a very useful tool from Google itself to check your site speed: Google Page Speed Insights. This tool gives you an overview of what aspects need improvement to boost the speed of a particular page. One of the recommendations we frequently give is to optimise your images. A lot of websites have images that are relatively large, which take a lot of time to load. Resizing your images can speed up the loading time.
Increase your Google Ranking:
If you want to rank in Google you have to make sure that you’re using the right keywords for every page. One of the biggest mistakes I frequently encounter is that site owners are optimising for too generic keywords. If you are a relatively small business that wants to rank for ‘rental car’, you’re aiming too high. You should try to come up with something more specific than that. Otherwise, you’re competing with all the car rental companies all over the world, which is impossible to do! So at least make sure you add the area in which your company is located to the keyword.
SEO (Search Engine Optimisation):
Metadata is what appears on search engine result pages (SERPs) when a website comes up for certain queries. It includes the title of the page and its meta description. One of the most important ranking factors for Google is the page titles, so you have to make sure it’s optimised correctly for every page. This means adding the relevant keyword to each particular page and making sure that your page title isn’t too long. If your page title is too long (currently 400 to 600 pixels), it will get cut off in Google. You don’t want potential visitors to be unable to read the full title in the SERPs.
Neglecting to write awesome content:
We regularly write about writing awesome content on this blog, but we still frequently come across sites that do a poor job in writing content. It’s important to make sure every page of your site has decent content, at least 300 words. You can’t expect Google to see you as an expert on a certain topic when you have only written two sentences about it. This indicates to Google that your page probably isn’t the best result to match the search query.
No call to action for your visitors:
Once visitors are on your site, an important goal is to keep them on your site. You don’t want your visitors immediately bouncing back to Google once they have read something on your site. This is why you need to encourage visitors to click through your site. The best way to do this is to create a call-to-action (CTA), which usually is a button that offers an action to your visitor. This can be, for instance, a ‘buy’ button on a product page, or a ‘sign up’ button for the newsletters.
In 2018 Google switched to mobile-first indexing. This means that Google looks at the mobile version of your site to decide how high you should rank. So if the desktop version of your site is set up brilliantly, but your mobile site isn’t responsive at all, you have a lot of work to do!
How to Test Your Site:
A great way to test if your site is – at least – mobile friendly is to use Google’s mobile-friendly test. This gives you an indication if your site is fit for displaying on mobile devices. But don’t stop after checking this. The best advice we can give is to visit your site on your mobile phone. Browse your own site for a while and try to click on every button, image and link to see what happens. Is everything working as expected? Can you actually purchase something on your site while using your mobile phone? Are all pages displayed correctly? You might find you’ll have some work to do!
Website Optimisation can be a marathon, not a sprint! Expert help is on hand to assess and address your website optimisation. If you liked 6 Ways to Optimise your Website, more tips can be found her in our blog.