I know what you’re thinking – but it’s my website?! 

Yes it is your website, but that doesn’t mean it’s for you! 

Your website is there for your customers and clients, and while that sounds straightforward, the key is optimising it for them so they can get the most out of it. 

So how can you do that?

Well, the first step is to know how your customers are currently using your website by looking at your analytics and insights. Google Analytics is what I would recommend for this as it gives you tons of information on the users of your site. 

As a starting point ask yourself the following questions and use the data in Google Analytics to find some answers: 

  • Are they exploring most pages? 
  • Are they using particular pages only? 
  • How long are they spending on each page? 
  • Which page do they land on first of all? 
  • What is your bounce rate? (A bounce is if someone lands on your page and then closes it without any interaction – they bounce straight off) 
  • Where is traffic coming from? (Source/Medium)

Although you won’t be able to actually ‘see’ these people, you’ll be able to build a clearer picture of their activity on your website and how they’re actually interacting with it and using it. 

Now that you know more about the people who are on your website, you can begin optimising it to suit them, which will lead to more satisfied visitors and therefore more conversions

Let’s look at a few ways you can optimise your website for your clients and customers, which will in turn help with SEO. At the end of the day Google wants to show the best search results for its users, so if you can optimise your content based on the keyword searches your clients are using, then Google will like this too. 

Packing keywords and terms naturally into your website will require you using a variety of language that will not seem weird to the reader. There are ‘blackhat’ ways of including more keywords like lists of locations as an example, but this doesn’t help your clients and customers, it just looks spammy. Instead, make sure you use different terms and phrases in your blog articles as well as all your web pages that blend nicely in with the message you’re delivering and the content on the page. 

Talking of blog articles, this is another brilliant way to serve your clients and customers. Focus on the pain points they face in day to day life and how your products or services solve those problems. 

Think about the structure of your blog too. Helping your clients and customers is more than just slapping up a body of text that tells them all about you. Break the text up into smaller paragraphs, use bullet points and lists to keep their attention and include images, diagrams and videos too.  

At the end of your blogs don’t leave your readers hanging! Always follow up with some kind of call to action, even if it is only ‘read more blogs here’. This call to action and link to another area on your website will keep them reading for longer, rather than getting distracted and clicking away. This is a good concept to keep in mind for the whole of your website, connecting the pages together with internal links, buttons and call to actions. 

Be creative with your call to actions as well as ‘read more’ can be very tedious and boring. There are lots of ways you can entice people to click and explore more of your website. 

Call to action examples: 

  • Try for free
  • Join us
  • Get started
  • Send me special offers
  • I’d love to know more
  • Sign me up
  • Continue
  • What we do
  • What others say
  • Do not press – bit of reverse psychology and humour
  • Find the magic 

Finally, make sure it’s clear how your customers and clients can buy from you. This isn’t hard core sales, it’s transparency. Now this doesn’t necessarily mean you have to have a full price list of services online, but if people don’t know how they can work with you or buy your products then they won’t! Simple as that! 

Now, I don’t want to leave you guys hanging either… 

So explore more of my blogs here, or nail your website content with my handy workbook that is free to download. 

Still got questions? Feel free to get in touch and organise a FREE 15 min chat today!



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