Is your website optimal enough to attract users? Having a good website is very important to generate customers, gain traffic and communicate with users, but what elements does a good page include? How can you analyze your website and know if it meets the standards?
In this post I will try to answer all these questions so that you can analyze your website and establish your diagnosis today. Let us begin!
Why should you have a web page?
In your online marketing strategy, your website is the element on which everything will turn. In all the campaigns or actions that you put in motion you will end up directing the user to this page: an advertisement on YouTube, a publication on social networks, a banner, an email…
All these elements are very useful to capture the reader’s attention, but where do you want to direct it? The web is usually the end of the road, the central element, and has multiple functions:
- It is a means that can be used to obtain records (leads) that are subsequently processed to convert them into clients through inbound marketing strategies or other digital marketing actions.
- Represent your brand, it is a window to the world.
- It works as a means of communication and contact with users and customers.
- It can be a source of income, in case you have an online store or you have advertising.
- It allows you to gain visibility on the internet and increase awareness of your brand.
To give you an idea, 81% of buyers search within internet before buying, and 85% of the population buys online. Do you understand now why it is so important to have a website to make yourself visible in this medium?
If a web is so important … why do we design and launch websites that are not quite right? This is because many companies believe that the only important thing is presence, and they do not realize that quality is going to say a lot about them. For that reason, I would like to give you some reasons for having a good website:
- You will get more sales, registrations or subscriptions, depending on the goal you have set for yourself.
- You will get more traffic and visits.
- You will position yourself better in search engines (like Google) and people will find you more easily.
- You will be able to awaken the interest of your visitors and, therefore, you will make them stay on your website and navigate through its sections.
- You can go to your target and interact with them.
How can a web be analyzed?
I have told you about the importance of having a good website and now you are asking yourself: “How do I get it?”. Next, I want to talk about the 5 aspects to take into account when analyzing your website to establish a diagnosis as useful as possible.
5 aspects to analyze a web page and know if it is optimal
Think about what your page will serve: Is it a blog? A corporate website? An online store? Depending on your purpose you will orient it in one way or another.
I suggest you think about your final goal and ask yourself questions like these:
- Do you want to sell?
- Get records?
- Make your brand known?
- Offer quality content for your readers?
- Do you have several objectives of this type?
It is not the same to have an E-Commerce, where the products should be very visible, that with a corporate website, where you want to clearly teach what you do and what you offer; and, on the other hand, who you are and what your philosophy is.
Depending on the objective of which I spoke before you want to show one content or another, but you must always answer the questions that your users can ask. For example, the people who enter your website, why do they do it? What do you expect to find? Based on this you can establish a hierarchy of information to place first what interests people or what is most profitable to show.
Now that you have identified who you want to address and what you want to offer, it’s time to start thinking about the next content, because another of the essential aspects is to offer updated content. And with this we not only refer to the changing content, but to other more static pages, such as the contact page, the team page or even the copyright of the web footer.
If what you have is a blog, it is also highly recommended to update the articles. I recommend that you only promote current content and that it contributes value to achieve a growing interest.
Another tip is to take advantage of all the pages you have to place content, links, offers, or CTA, which are geared to a specific goal. Have you thought about entering content even on page 404?
Although it can be one of the most subjective elements, design is essential to have an attractive, striking and pleasant website.
I am talking about design in third place because it will serve to put into practice all the previous elements, that is, highlight some elements more than others, pay attention to the content, establish a hierarchy of information…
Also, as I mentioned in the content, the design also has to be updated. Styles and trends change, and you have to adapt to it, constantly giving a feeling of novelty, experience and updating. You can!
One last point: the most important thing is that the design has an idea behind it, that it has a relationship with your company and your brand and with your objectives. An agency or a design studio can help you shape these ideas.
It refers to the user experience when entering and browsing your website. When you get someone to enter your page, you want to stay as long as possible, right?
To do this, you must analyze the usability of your website. If the user does not understand your website enough or can not find what you are looking for, it can tire you out and abandon it, and therefore all the effort that you have made in the design, content and implementation of the strategy can be ruined in an open and close of eyes.
In addition, this bad image that is made of the web can transcend the brand. This is especially important in an ecommerce, whose buying process should be easy from start to finish. If something fails, lost sale! To avoid this, I’m going to make some suggestions:
Look at the structure of the website:
- Do you have menus and submenus that follow a logic?
- When you are on a page, is it easy to go back to the previous menu?
- All the pages must be accessible and it must be easy to reach them. The ideal is that there is no page that must be accessed by more than three clicks.
- Do not forget the responsive design, which directly affects usability. Think that right now there are more users surfing the internet on mobile phones than on computers, therefore, the design has to adjust to the different screen sizes of mobile devices. If you do not have a responsive website, not only can it be annoying to navigate, but some elements may not be visible or accessible.
- Make sure that all the content is legible and understandable, that the typology is pleasant, that the links are visible as clickable and that the icons represent the function that they have and that are universally understandable.
- Stay tuned for bugs, since there is nothing more annoying. Constantly check that there are not and solve it as soon as possible. If you are going to take time to do it, include a message so that the user knows that you are taking care of it.
In order for you to understand the term perfectly, I invite you to read this article. Its acronyms correspond to “Search Engine Optimization”, that is to say, optimization for the search engines, and they are aspects to take into account and to apply in the web so that you appear better positioned in the search engines. Thus, if a user searches, for example in Google, a concept that may be related to your page, you can leave in the first positions and have more options for the person to click on your page.
In fact, did you know that 71% of clicks are made on the top 10 results of the page? The main rule of SEO is that if any element is negative for the user and his experience, it will also be for positioning. These are the aspects that you should take into account:
- Page speed: when the page loading is slow it creates a detriment for the user, and Google sees it as a negative thing to be penalized. If you want to check your page speed and know what elements you should modify to improve it.
- If you have very heavy images, there are plugins that optimize your weight the moment you hang them.
- Do not have duplicate content: if you have several collaborators it is something that can happen, and it is also one of the main penalties for Google.
- What your user searches for and the content of your website must be closely related, therefore, you have to use keywords, both in the title and in the URL or in the content.
- Backlinks: another very important aspect is that other pages introduce content towards yours, which means that they have you as a reference. For Google, this is a good point and can make you move positions up.
- Internal Linking: In the same way, it is essential that you link pages of your own website. The more links you include on a specific page, the more important it will be for Google.
- Check that your pages are indexed, that is, that Google is reviewing them and that they appear in your results. If not, the more optimization you make, you will not appear when a user searches for a term. Your IT department can help you with this.
- Architecture of the website: it is an important aspect for users and search engines to understand well how your page is organized and can navigate well through it.
In addition, there are specialized SEO agencies that can help you with all the above.
I hope it has served as a starting point and to reflect on what elements you should analyze and improve your website.