Website optimization is the process of using controlled experimentation to improve a website’s ability to drive business goals.
If you don’t optimize your website and your content, it doesn’t matter how many people search for terms relevant to your business. Your site won’t show up in the results.
One of the most critical aspects of website optimization is Search Engine Optimization (SEO). The technique not only focuses on getting various pages of your website to rank high in the SERPs for specific keywords but enables prospects to find your brand in the easiest possible manner. The other critical aspect here is on-page optimization. This technique ensures that prospects that land on your website has the best user experience compelling them to take the desired action and convert into a lead.
A holistic website optimization approach combines a variety of disciplines to make sure your website performs ideally in all areas:
- SEO
- Copywriting
- Analytics
- UX Design (Frontend)
- Web Development (Backend)
- CRO/Landing Page Optimization.
The Goals of Website Optimization
The first step to making anything better is to identify issues. You need to find out what’s wrong with your current site before you can improve it.
Next? Define goals!
The goals of a website will vary depending upon the type of business, the business’ target customers, and the desired action of that audience: a purchase, filling out a form, or reading an article.
For instance:
- An online publication practices website optimization with the conversion goal of increasing the number of articles visitors read.
- An online store optimizes its website to encourage completion of checkouts and repeat purchases.
- An online software company optimizes its website to improve the rate at which visitors sign up for (or convert to) a free trial of the product.
