3 Ways To Optimize Your Website to Increase Sales

Your website tells the world you’re open for business and expands your reach from a local to a global audience. A website can also make your business accessible 24-hours a day, putting you in the same online marketplace as your competitors — even the big ones. However, it takes more than just having a website to succeed in the digital marketplace.

In this article, we’ve outlined three critical ways to optimize your web presence so Google and your target audience can find you. These strategies are meant to improve website functionality and performance using search engine optimization (SEO), site performance, and conversion rate optimization (CRO) techniques.

Optimize Your Website Content for Google Searches

If you’re not on Google, you don’t exist. Merely having a web presence won’t help your small business succeed — this is where search engine optimization (SEO) gets you noticed by Google and prospective customers alike.

SEO done properly can lead to a high ranking on a search engine results page (SERP). This is a business's first step to scaling and attracting more customers. Why? Almost half (46%) of all product searches begin online, according to Google. The higher you rank on SERPs, increases likelihood of attracting new customers — and making a sale.

Begin with Google’s web vitals report. This free tool provides an understanding of how your site performs with real-world usage data based on the device your customers use. It provides a free status report — your baseline for optimization. Here are Google’s tips for optimizing your content for improved SERP ranking:

• Be Descriptive. Use accurate, descriptive titles for your pages. Google likes it when you put different topics, services, or products on their own landing page. A matching URL or “slug” leaves no ambiguity about what information you can expect to find on the page.
• Be Complete. Don’t make Google guess what’s on your website. Add meta descriptions to every web page. These “snippets” provide the user with an idea of the content on your website page and how it relates to their search.
• Be Topical. Keep your site updated. If your website content is outdated, Google and consumers will soon lose interest. Schedule weekly or monthly blogs and frequently update product information.
• Use Words. Don’t put site content or page titles in your images, animations, or other non-text formats. If you use a graphic for your site name, be sure to include it in your page text as well.
• Index Your Content. If you haven’t already, submit your website to Google for indexing. If you’re not in the Google index, no one will find you.
• Get Referrals. Ask for “backlinks” or inbound links from other reputable online sources. Backlinks are a major indicator for Google of how popular your website is with users — and will recommend your site to more people.

Optimize Your Website for Page Speed Performance

Website performance generally refers to how quickly (or not) a web page loads on a user’s device. Why is this important? 25% of visitors will leave your website if it takes longer than four seconds to load properly — and you lose a potential sale.

Your site’s speed also factors significantly into Google’s algorithm, which penalizes poorly performing sites. Faster loading pages rank higher on SERPs — making it easier for prospective customers to find you. After optimizing your website for SEO, here’s how to improve its performance:

• Start With the Data: Use Google’s free PageSpeed Insights tool to analyze your entire site, and gain valuable insights on where to improve.
• Compress Large Image Files: A website full of uncompressed images significantly slows your website performance. Use tools like ImagOptim to help create high-quality, fast-loading image files to enhance a website’s performance. The smaller the file size, the faster your site loads.
• Optimize Video Delivery: If you serve video content, prioritize your mobile users. Delay video content from appearing until the page has loaded for a better user experience (UX). Use tools like Final Cut Pro and Movavi.

Your ultimate goal in improving website performance is satisfying your customer’s needs. A lightning-fast site encourages visitors to stay on your website, explore your content — and optimally — convert, or make a purchase.

Optimize Your Website for Conversion Rate Optimization (CRO)

What is conversion rate optimization (CRO)? Simply put, it’s the process and practice of increasing the number of visitors who perform a desired "call to action" or CTA. Examples include checking out their shopping cart, signing up for a service, clicking on a link, or watching a video.

Some of the most common tools for online conversions are intro and exit “pop-ups,” and messenger bots. A pop-up provides a powerful call to action and an immediate opportunity for a visitor to engage with your site e.g. Sign up and receive 50% off.

Why? 11% of people who see a pop-up for the first time engage with the website. Of these, an average of 3% convert to a sale. Begin by optimizing your website’s home page for CRO. Here’s how:

• Use tools like PopUpSmart to create attractive, actionable pop-ups.
• Add a messenger bot for immediate assistance, or to answer questions.
• Use persuasive CTAs, e.g. “Save 25% Today,” “Download the Free E-book,” “Join for exclusive offers,” etc.
• Use Google Analytics to gather conversion data and judge the effectiveness of your CRO.

Employing these three optimization techniques will help you fine-tune your website for optimal performance, provide a better user experience — and satisfy Google’s insatiable appetite for easily searchable, highly relevant information. If Google can't find you — neither can your customers.

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