5 Ways to Be a Website Worth Visiting (Fresh Content and Engaging Design Aren’t Enough)

By: Craig Minch  | 11/20/2019

Your website wears a lot of hats. It’s your public face to potential customers, a first impression and an always-open front door to your business.

When it comes to a website’s appeal, a slick interface and clever content can only take it so far. For a website to truly be effective, it needs to perform well — on every device, every time.

To help make sure it does, here are five best practices to elevate your business’s website.

  1. Make it mobile-friendly. In our instant smartphone culture, making your website mobile-friendly is no longer optional. As far back as 2015, mobile searches surpassed desktop searches, and since the beginning of 2017, mobile traffic has accounted for nearly half of web traffic worldwide. Google also uses a website’s mobile performance as a ranking signal in its algorithm.
  2. Speed it up. According to research from DoubleClick, more than half of mobile-site visits were abandoned when a web page took longer than three seconds to load. Desktop users usually bounce after six seconds. To optimize your site for maximum load speed, consider:
  • Using a content delivery network (CDN): Designed to solve the problem of latency (the annoying delay that occurs from the moment you request to load a web page until its content appears on screen) a CDN copies and stores a cached version of your website content on multiple geographically dispersed servers. The result is reduced bandwidth, faster page loads and happier visitors.
  • Optimizing imagery: By optimizing images, you’re compressing data to make the files “lighter.” Lighter images occupy less space on your server and reduce the data transferred. This leads to faster page-loading and a better user experience.
  • Switching to HTTPS: Installing an SSL certificate and moving your website to the secure HTTPS (hypertext transfer protocol secure) protocol will help safeguard your website activity and improve loading speed. It may even help your site’s search rankings.
  1. Make it easy to find. To be easily found on search engines, optimizing your site for both web browsers and humans is key. On the human side, provide helpful, relevant content. For search engines, always include on-page metadata and SEO elements, including schema markup and XML sitemaps.
  2. Make it easy to navigate. When visitors have to slog through several pages to find what they’re looking for, there’s a good chance they won’t stay long. If it takes just 0.05 seconds for a visitor to form an opinion about your website, how long do you think they’ll keep clicking around for information they can’t find? Navigation plays a big part in your site’s success.
  3. Make it measurable. Without analytics, it’s hard to know how well your website is really performing. Your website should include functionality and measurements to gauge key indicators, such as traffic, bounce rates, heatmaps and conversions, that you can review regularly.


Is Your Website Everything It Can Be?

We’re ready to help. Hileman Group can conduct a web performance audit of your website to identify optimization opportunities and areas of improvement.

To discover how Hileman Group can maximize your digital marketing, contact us.



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