If you’re looking to improve an existing website, or if you’re looking to have a new website built, here are some pointers to bear in mind to ensure it’s as effective as you want it to be.
Over time, with edits and new pages, your website may become less effective, so it may be worth checking some of these points periodically and fixing any problems you might find.
1. Improve User Experience
- Use clear headings, bullet points, and short paragraphs
- Ensure buttons and links are obvious and clickable
- Simplify your navigation (5–7 main menu items max)
- Make important info (contact, services, products) obvious
- Click to read: How improving user experience makes you more money
2. Speed Up Your Site
- Compress and optimise images (use JPEG/PNG/WebP)
- Minimise plugins, scripts, and heavy animations
- Use a reliable hosting provider
- Test speed with tools like Google PageSpeed Insights
3. Make Your Site Mobile-Friendly
- Check on multiple devices (smartphones, tablets)
- Use a responsive template or theme
- Ensure buttons are large enough and menus are touch-friendly
4. Update Your Content
- Check all services, addresses, phone numbers, and emails
- Remove or archive outdated content (offers or promotions)
- Add fresh content regularly (blog, news, updates)
5. Optimize for Search Engines
- Include relevant keywords in page titles and headings
- Write descriptive meta titles and meta descriptions
- Use alt text for images
- Create a sitemap and submit to Google Search Console
6. Have Clear Calls-to-Action
- Decide what action you want visitors to take (call, contact, buy, subscribe)
- Place CTAs in visible locations on every page
- Use simple, direct language: “Get a Quote,” “Call Now,” “Subscribe”
7. Improve Visual Design
- Stick to 2–3 brand colors and 1–2 fonts
- Keep pages uncluttered — use white space strategically
- Ensure images are high quality and relevant
8. Secure Your Website
- Install an SSL certificate (HTTPS)
- Keep your CMS, themes, and plugins updated
- Use strong passwords and limit admin access
9. Enhance Accessibility
- Add alt text to all images
- Ensure text contrast meets WCAG standards
- Make navigation keyboard-friendly
- Consider captions for videos or transcripts for audio
10. Track Visitor Behaviour
- Install Google Analytics (or another analytics tool)
- Track conversions and key actions (form submissions, calls, downloads)
- Review reports regularly to identify problem pages