Optimizing your website is one of the most important things in terms of inbound marketing. Website optimization should focus on what your audience is searching for, and how it can be found through search engines. Optimizing a website requires a lot of planning which starts with understanding the persona of your audience and what type of experience you want them to have by visiting the website.
An optimized website will help you to attract, convert and engage customers and clients. There are 3 ways in which website can optimized for clear content and maximum impact:
- Content topics or keywords.
- Formatting of content
- Design: Design focuses on cognitive fluency of your website. Cognitive fluency is the ease with which something is processed. Design should include easy navigation within the website pages; streamlined steps should be readily available on the website page. Additionally, the color scheme of the website that should be attractive, but give a formal outlook of the website. Remember, less is more! Visually Complex websites are rated less beautiful than their simple counter parts.
- Content Topics or Keywords: Content is one of the elements that makes up a successful inbound strategy. Every website is comprised with a lot of content, so it plays a vital role. The content and the keywords you use should be of the same language of your audience’s personas, needs and expectations. For example, the words “free” or “complimentary”, can be used more often to attract more customers. Understanding the terminology that attracts your audience will make your website more impactful.
- Formatting the content: Audience members expect certain formatting conventions in order to navigate your website, such as a home page or an about page. The company website could have the best content out there, but if it is not formatted well or if it is difficult to read it has no value! So, to make it understandable and attractive it is important to use font hierarchy, which includes different font sizes or colors for headers, sub-headers, important text, etc.
In summary, when optimizing your website, start by identifying the central message you are trying to get to your audience and then determine how design, content and formatting can support that message. Remember, websites should not be static- they should evolve!
Written By: Noopur Gandhi