Website Optimization: Beyond SEO, Conversions

Prospects often first interact with your company’s website. Your website’s performance is ensured by continual website optimization.

What does this mean? What is website optimization? How difficult is it?

What is website optimization?

Website optimization is the science and art of continually improving your website to drive quality traffic and convert more visitors. This will improve your bottom-line business results. An integrated approach to website optimization includes:

Why is website optimization so important?

There are many reasons why website optimization is important. You invested in website design and development at some point. Live websites allow you to analyze visitor behaviour and make improvements to your

What are the advantages of website optimization?

Strong website optimization programs drive bottom-line business results. Period. The results should speak for themselves.

Below are some of the results we have helped clients achieve with website optimization programs. These were achieved in less than one year and just a few months.

Website optimization goals

Website optimization should be about driving business results. This means increasing leads or sales from the website in most cases.

It takes time to get there. People need to find your website. To reach their goal, they must navigate your website with minimal friction.

You can rely on proven techniques to optimize your website.

  • Increase organic visibility and traffic. The most well-optimized websites receive the highest organic traffic. Online search is how buyers find information. You want to reach your buyers wherever they are.
  • Think like you are a buyer. Every day, you use websites to make purchasing decisions. You may find something on your website that is strange or spammy. Find out what is wrong and fix it.
  • Perform a test. Develop hypotheses about what you can do to improve the page or element of your website that is important for driving conversions, and then test them. Based on the test results, update the website.
  • Concentrate on the key aspects of the conversion journey. Make the most of the pages and experiences that have the greatest impact. You can think about paid ads or campaign landing pages, top-visited pages of your website, and pages that must be visited as part of key conversion journeys.
  • Concentrate on conversions over all else. This is the ultimate goal. There will be competing priorities, a limited budget, and time constraints. Focus your efforts on what will lead to higher conversion rates and more conversions.

Quality over Quantity

It can be easy to get lost in numbers when you are focused on data and driving key metrics. Remember that your ultimate goal should be to drive quality conversions.

Orbit’s strategy for website optimization

We’ve seen that many things go into a website optimization program. It boils down to three things: SEO and conversion and UX optimization, as well as analytics and reporting.

Search engine optimization (SEO).

Many actions are taken to improve a website’s performance in a search engine. These actions can be divided into three categories: technical optimization, content optimization and off-page optimization. Off-page optimization is not performed on the website but in other areas of the internet (e.g. link building), so it’s not often included in website optimization.

Content optimization to SEO is anything that is user-facing on a page. This includes all copy, images, videos, and embedded content. It should be search-friendly but also appealing to the user. It’s not a good copy to get someone to a page, but it doesn’t address their needs, as implied in the intent of the search.

Technical optimization is SEO. This is any information that is not immediately visible to a user. This includes your website’s information architecture, link structure, and development functionality. A slow-loading website might need to be updated for website speed optimization to meet user expectations and Google core web vitals metrics.


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