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10 Website Optimisation Tips To Increase ROI

Answer the following questions and implement the recommended actions to increase the effectiveness of your website in terms of getting more traffic, leads and sales. Download this post as a PDF checklist.

1. Concise, Descriptive & Not Overwhelming

Is your site concise and descriptive? Does it provide the visitor with the information that they are looking for or is it cluttered and overwhelming?

  • Invest in quality copywriting and site design to provide your visitors with a valuable and enjoyable experience. Write concisely and make use of images, icons and graphics.

2. Clear Call To Action

Does your home page and your other pages and posts provide a clear call to action? Do you tell the visitor what you want them to do next? Do you want them to phone, fill in a form, watch a video, or download a PDF?

  • Include a clear CTA (call to action) on each page and post.

3. Valuable Content

Does your site contain valuable content? Does the content on your site answer provide content that the visitor will find useful and interesting? Does your content answer frequently asked questions?

  • Review, refine and create valuable content for your visitors. Make sure to answer frequently asked questions and provide content that addresses their pain point and makes them see you as the authority in your niche.

4. Social Proof

Does your site display social proof? These could be written or video testimonials, case studies or social media comments. Social proof plays a huge part in encouraging potential customers to purchase your products and services.

  • Capture and showcase authentic testimonials, case studies and success stories on your website … showcasing existing customers and how your brand, product and/or service has help them realise their desired outcome. You can also embed screenshots of social media posts on your site or in your email campaigns.

5. Lead Generation

Does your site offer a visitor the opportunity to opt in and become a lead?

  • Include opt in offers on your website that lets your visitors request some sort of free opt in gift (lead magnet) that they receive when they sign up for your list. This could be a free chapter of your book, a PDF resource guide, a discount coupon or free assessment call.

6. Optimised For Mobile Screens

Does your website show correctly on mobile devices? Web developers call this “Responsive Design”, which means that your website automatically adapts itself to the size of the screen it is being viewed on. 

  • Test and update your site so that it looks great and functions correctly on all mobile devices. You might not expect this, but an ever increasing percentage of traffic is coming from mobile devices and you want your visitors to have an enjoyable experience when viewing your site on their phone or tablet.

7. Search Engine Visibility

Is your site visible on on search engines? A quick way to test this is to search Google for “site:yourdomain.com” and see what comes up. This will list all pages that are indexed by Google.

  • Test and update your site so that it’s showing up on search engine result pages (SERPs).

8. Current & Updated

Is your website content up to date? This might seem like a stupid question to ask, but there are so many websites online that provide outdated information, which makes the site look irrelevant and negatively effects your search rankings.

  • Review and update your content regularly and publish new content on a regular basis.

9. Load Time

Is your site taking too long to load? Slow loading sites causes visitors to leave and decreases your search rankings. You can test your site’s load speed here: https://tools.pingdom.com/
Try keep your page size as small as possible (ideally below 1 or 1.5MB).

  • Test your page load time and optimise your site to load faster, by reducing the size of your pages.

10. Automated Email Sequences

Do your email opt ins trigger automated follow up email sequences? When someone signs up for your opt-in gift (lead magnet), you want to make sure to setup an automated follow up sequence. To set this up, I strongly recommend using ConvertKit or with Drip.

  • Setup email nurture and sales sequences to automatically follow up with your leads (email subscribers) after they’ve joined your list.

Download this post as a PDF checklist

10 Website Optimisation Tips To Increase ROI
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What Content & Pages To Include On Your Website

There are no fixed rules when it comes to the content you should include on your website, as it depends on a number of factors. However based on my experience there are a few common recommendations. Find below my content framework with suggestions of what you should consider including. Use this well-researched setup to help your brand provide the value your customers are looking for and to achieve your brand’s marketing and website objectives.

An Effective Website Content Framework

1. Home Page

Introduce your visitors to your brand and feature the following aspects:

  • What your business does
  • What services or products your business offers
  • What your business stands for
  • How your business can help solve your client/readers problem
  • What sets your business apart from the competition

Also add links on this page that link through to pages that meet your various website and marketing objectives. For example “Learn More”, “Contact Us”, “Start Here”, “Free Download”, “Sign Up”, etc.

2. Start Here

The “Start Here” page is aimed at new visitors with the intention to help them understand what your business offers and how it can help them solve their problems. It is aimed at your customer personas, leading into marketing funnels and featuring your most helpful content.

3. Services/Products/Brands

This page is used to showcase what services, products and brands your business offers. Do this with short concise summaries that include graphics and links to the “Learn More” page where visitors to the website can find more information. Depending on your business, you might want to setup various pages for this content.

4. FAQ

Answering frequently asked questions helps your visitor understand your business and their own challenges better – positioning your business as the authority in the market that has the knowledge and experience.

5. Blog

Your “Blog” will list all posts and articles with valuable content that your business regularly publishes. Published content or articles can include industry news, trends, events, featured clients, new product releases, new offers, company news, how to tutorials, etc.

6. About

Provide your visitor with information about your business, brand and team. More importantly help the visitor do the following:

  • Understand why your business does what it does
  • How your business can add value
  • Who your business is targeted at
  • How you can help them solve a problem or pain point
  • Why your business is the right business to work with and buy from

7. Support

Explain what support your business offers your clients. Make sure to manage their expectations and provide important information and links so they can easily submit support requests.

8. Enquiries/Request A Quote/Bookings

This page facilitates the next step that you would like visitor to take and to do business with your brand. This page can contain a smart enquiry form helping visitors to the website to request what they require.

9. Resources

A resources page features a collection of helpful resources that your business recommends and endorses. This can link to anything that adds value to your customers journey including educational content, useful tools and services, and profiles of other thought leaders. It can also include complementing partners or brands in your industry. This can link to third party websites or to content on your own businesses website. This is also a great place to include affiliate links, but make sure to be open and transparent.

10. Contact

This page lists the contact information a visitor would need to do business with you. This can include a contact form, email addresses, map of where to find your offices and branch locations.

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