Why You Should Optimise Your Website: A Non-Techie Guide
Rebecca McIntyre
Head of Operations
19 Jan 21

This shouldn’t come to you as a surprise but optimising your website is important to business success. It’s what attracts and keeps your customers. Think of it as your online storefront. You won’t go inside a store when it’s too unattractive or messy, right? When customers want to purchase a product or learn more about the services you offer, they go to your website because this serves as the “home base” for your offerings. It gives consumers a clear idea of who you are as a business and what types of products or services you have. Considering how important your website is to your business, you should definitely give it some extra love and attention.

Why You Should Optimise Your Website

  1. To rank higher in search engine results

Let’s be real for a second and admit that we rarely (almost never) go to the second page of any search engine result.  When we go to search engines like Google or Bing, we pick what’s there on the first page. Have you ever wondered why some posts are on top of the others? Search engines follow their own “algorithm” for ranking pages. So when your page doesn’t provide the necessary information that a search engine needs, it probably won’t rank well in search results. Even if you have quality content, if your website isn’t optimised for it, search engines still won’t rank your page well and customers will have difficulty finding your page. 

  1. To improve the user experience of your audience

People like convenience and don’t like “crashing or slow websites.” As such, when you offer a more satisfying browsing experience whether it be on mobile or web, people will more likely return to your site to check it out again or even recommend it to friends. You need to make sure that the “experience” you’re giving your potential customers is fast and optimal. As such, you need to optimise your website for functionality and consistency to foster trust and affinity with users.

  1.   To reduce your “bounce rate”

Bounce rate is when your customers leave your website after just seeing one page. We don’t want that. We want our customers to stay and learn more about what we have to offer. Now, visitors won’t stay on your site if it’s too slow or if the texts are unreadable. Let’s admit it, you won’t stay for a website that’s like that as well, right? Why’d you stick around and pinch and zoom or squint at illegible type, when there are better websites out there? If your website isn’t optimised for viewing, chances are, your prospective consumers will just leave without learning more about your products and services. Optimised websites reduce your bounce rates since they improve the user’s experience and make visitors stay longer and even drive them to purchase or inquire.

Your website is your audience’s first impression of your business. As we’ve said, it’s similar to having a physical store. You need to invest in designing the details and making sure the environment is as warm and welcoming as possible. Make sure that everything is in order and easy to access. Remove unnecessary clutter and focus on streamlining the process. At the end of the day, it’s always about what will make the experience better for your users.