Website Design Optimization

Learn how to design and optimize your business website with Search Hustle.

Search Huslte website design optimization

Years ago, it was enough to simply have a website that looked nice with maybe a few keywords, and traffic would flow in. But times have changed and minimal effort no longer cuts it. Nowadays, the internet is crowded with competition.

Website design optimization for UX (user experience), SEO, and conversions must all happen and be interlinked if you hope to rank high in the SERPs (search engine results pages). It’s vital to rank in the top 5 search results because those account for 67% of the total clicks. If you rank any lower than that, well, you can say goodbye to having any noteworthy traffic. Ideally, you want to aim for the first organic result spot as it claims a whopping 28.5% of the click-through rate.

the importance of web design and optimization

The Importance of Web Design and Optimization

It’s vital for a business website to have an appealing web design that’s easy to navigate. On top of that, optimization for SEO and conversion are also essential. Without these important factors, it’ll be an uphill struggle to get traffic or make sales.

Friendly User Experience

A website needs to offer the best user experience possible to help keep engagement high. If a page takes too long to load, then odds are the user will return to Google and find a different site to visit. If this happens too often, Google can even assume your website doesn’t offer relevant content and reduce your ranking.

That’s why it’s important to test the speed of the website. There are many tools out there that offer this option, like Pagespeed Insights or WebPage Test, Pingdom, or GTMetrix.

It isn’t just loading speed that can have an adverse affect on your dwell time and rankings, though. If a website has clunky navigation or overly fancy fonts that make it difficult to read content, then that will also impact how long visitors hang around.

Search Engine Optimization

Optimizing for search engines is a common practice. However, it can also be a complex task. Search engines like Google are always evolving their algorithm, which in turn affects SEO.

Still, there’s a reason that SEO is necessary. Over 70% of marketers state that SEO is more effective than PPC when it comes to generating sales.

The first step you should take to whip your SEO into shape is to ensure Google is able to index all the site pages. Google Search Console is free and can help to highlight glaring issues, compile a list of indexed pages, and even track whick keywords the website currently ranks for.

web design and optimization

Conversion Optimization

Optimizing for conversion consists of multiple facets. Navigation, color, wording, and branding are all crucial.

Navigation

Everyone wants a pretty website. Unfortunately, too many lose track of the fact that the site also needs to be easy to navigate.

When a website is easy to use and offers a smooth experience, users are more likely to hang around for longer. Navigation that’s easy also means users will return multiple times, meaning an increased percentage of people following the sales funnel and turning into customers.

Aside from that, dwell time (which is how long a searcher remains on the site before returning to Google) is a major ranking factor for SEO.

Improve navigation of the website and you get the double benefit of users being more likely to become customers and also boosting the SEO rank score.

Color

The right choice in color on a website can help drive clicks, subscriptions, and purchases. You see, the human brain is hardwired to process visual content faster and interpret the world through the colors seen.

When a user first visits a site, color has a huge impact on the overall site appeal. It’s well known that first impressions matter. If a site has glaring pastel colors that hurt the eyes and make it impossible to read the content, then a user won’t hang around for long. This means a loss for conversions.

Color also has an impact on how people perceive a brand and whether they decide to purchase or not. Choosing a color scheme and then using it consistently affects how well people recognize the brand and is also a primary factor when it comes to buying a product.

Let’s look at cars as an example. Everyone has a preferred color for their vehicle. The same factors that influence what color of car is chosen also dictate what items customers decide to buy.

Wording

The wording of website copy is what controls the message of the business. Powerful copy can help drive conversions by convincing people to sign-up for newsletters, add an item to their shopping cart, and much more.

The copy on every page of the website should have a clear objective. It should provide a roadmap that helps push a reader along the buyer journey and complete a desired action.

To achieve conversion via wording, you must understand the target audience. Without knowing the problems and needs of site visitors, you won’t be able to provide high-value content that guides them toward the bottom of the funnel.

Branding

Branding for a business is an accumulation of multiple factors, such as the colors used, the style of font chosen, the type of wording chosen, and more. All of these aspects combine to form the brand of the business.

When establishing branding, it’s vital for a business to know and understand its target audience. For example, a retail store that specializes in selling children’s toys will likely go with bright colors, bold block text, and maybe even use a cutesy animal figure as the mascot (think Toys ‘R’ Us).

When the branding is on point for a business, it is able to better grow brand awareness, appeal to its target audience, and in turn, boost conversions.

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