How to improve your website? [5 elements + tips]

Before we get started, let’s remember that the goal of any website is to attract web traffic, grow your audience, and eventually generate sales.

You are probably here because you have one – or more – websites for your own business, work or even personal projects.

You did the work of setting up the portal: you thought about its concept, the topics you would write about, the images that would go on each page… and you probably hired a web programmer to design it in the best way.

However, time has passed, and those three objectives that we mentioned above have not yet been met.

You ask yourself: is there something wrong with my website? How can I improve it?

In this article we explain how to know if your website is not working as it should and the five elements that will make your site a successful portal.

How to know that your website is not working as it should?

Although the analysis of the performance of a website has many qualitative elements that are not easily measured, there are aspects that we can evaluate to know if our website is not doing its job in the ideal way.

Here are some metrics to keep in mind:

• CTR (Click Through Rate or Click Rate) low: this meter tells the percentage of clicks that a page obtains with respect to its impressions (the number of times that link appears on a user’s results page).

If this metric is very low, it means that your title tag and meta tag are not attracting the attention of users, and therefore, they do not visit your page.

• Bounce rate or high exit rate: this metric reflects the users who leave your portal after only visiting the page you are analyzing.

In general, the higher this number, the more users are not interested enough in your site to continue browsing it.

However it is not always so. As we explain in this article , a high bounce rate can also mean that the user got just the information they needed and didn’t have to search further.

• Dwell time: Tells you how long users spend on a particular page on average.

The higher the time, the greater the possibility that the user has found the answer in your content. On the other hand, if it is very low, it means that your information was not useful to him.

There are many more metrics that can help you measure the performance of your website, but we consider these three to be some of the most relevant.

Once you make this small diagnosis, it is time to know how you can improve your website.

Optimize your pages with SEO

SEO or Search Engine Optimization , for its acronym in English , translates as optimization for search engines.

In our own words, “SEO is about creating content and improving your website to make it as attractive as possible to both Google and your potential customers.”

It’s a marketing tool that’s powered by knowledge of your industry, quality content, and a little patience.

When well implemented, SEO is capable of driving more visitors to your website, positioning you in your niche, and saving you thousands of dollars per month on advertising.

Types of SEO service

SEO, like any other area of ​​digital marketing, has a lot to cover.

For this reason, there are different types of SEO service : audit, SEO on page and SEO content marketing.

Each of them covers a different step of the SEO strategy for websites and involves essential activities.

• SEO audit: a complete analysis of your site. It should include research on keywords in your industry, evaluation of the competition, keywords by which your current audience finds you, and recommendations for next steps.
• SEO On Page: technical optimization of the website. The inner workings of a site determine much of its position in Google. This service should include improving your titles and tags, information architecture and layout, plugin installation, page indexing, loading speed, and more.
• SEO content marketing: production of valuable pieces of content optimized for SEO. This will allow you to appear on the first page of Google results and build trust in your brand, as you will be answering the questions and solving the problems that concern your target audience.

Do you want us to help you improve your website with any of these services? Contact us .

SEO Benefits

If you have never heard of SEO before, it probably sounds like a very complicated strategy, with many factors to consider and also involves a lot of work.

However, we are here to show you why it is a 100% worthwhile investment of time and resources.

Some of the advantages of implementing SEO to improve your website are:

1. Generate more visits to your site: the higher you are on the Google results page, the more likely users will find you and visit your portal. Once they are inside it, you have many more tools to continue drawing their attention to the rest of your content.

2. Increase the visibility of your brand: thanks to SEO, users will associate you with your industry more quickly and easily. Why? Because every time they have a question about your area, you will be the one who answers them first. In this way, you will build a community of followers loyal to your brand.

3. Captivate potential clients: when you know the searches that your target audience does regarding your industry, you know how to target them and make them find you and interact with your content.

4. Maintain your brand over time: SEO is a marketing tool that, although it must be kept up to date, does not have an expiration date. What you do today can continue to boost your brand in the future.

Inform with quality and value

Today we can find information of all kinds through our mobile phones and laptops.

Although this has many advantages, many times it also means that in different places we get the same data over and over again.

Original content is scarcer every day; And there is the window of opportunity.

Value of the information offered

The three basic keys to writing an article for your website are: research, experience and creativity.

Research to give true data and supported by theory. It will help you learn new things and stay current in your industry.

Experience because your site is about your own knowledge regarding the subject to which you dedicate yourself. These experiences are totally valid and an excellent starting point to give your website your own personal touch.

And, finally, creativity to put that information together and make it stand out from your competition.

If you know how to make use of these three aspects, surely your content will be distinguishable and enjoyable, in addition to offering relevant data for your audience.

Use of multimedia resources

A rich website is one that goes beyond the simple and obvious.

Your content can be amazing.

You may be giving totally new information for your industry.

Perhaps the concept of your article is very creative.

But if you don’t know how to accompany it with multimedia resources that stimulate reading, your users will probably get bored.

This is the importance of adding images and videos to your posts.

In addition, this can also help you rank higher on other platforms, such as Google Images or YouTube.

Don’t be afraid to expand your media and offer a variety of formats for your ideas.

Importance of using CTA

A call to action translates as a call to action, and refers to those phrases that invite your readers to continue interacting with your content in different ways.

They are a tool to stimulate their curiosity and take them to the “next step” within the structure of your site.

The logic behind this is that you will always want your visitors to do something else within your site: subscribe, get to know you, buy from you, contact you.

The way to achieve this is through an information chain that allows them to trust your portal.

In almost all cases, it is not enough for a user to read a single article on your site.

A CTA allows you to get their attention and increase the probability that they will visit another point.

However, the key is also to make them with a clear intention and not generalize them throughout your portal. Take into account what type of content the reader is consuming at the time you make the CTA.

For example:

Let’s imagine you have a site about interior design.

If you are writing a basic article about what interior design is and you add a CTA to your services page, it is unlikely that the reader will be interested in that information.

He still doesn’t know enough about you.

Sure it is better to take it to another article on the advantages of having a good interior designer.

Accommodate your users with UX

The UX or user experience , for its acronym in English, translates as the user experience on your website .

Its objective is to make people who visit your site feel comfortable, find information easily, and want to return to your portal in the future because they were satisfied.

For example: imagine that you enter a website that

• It takes time to load.
• It has a background color that makes reading difficult.
• The font is awkward to read.
• Present the information in large blocks of text.
• It has an outdated design.

Your interest in interacting with this portal will decrease. Regardless of whether or not the information is relevant to your search, you probably won’t enjoy reading it.

A website with excellent UX is the opposite: fast, aesthetic, easy to navigate and read.

Below, you will see a list of the elements that make up a good UX.

Responsive design

Responsive or responsive design is that web design that is made taking into account the different screen sizes from which users can access your website.

That is: laptop, desktop, phone, tablet, etc.

This is part of mobile SEO , which is “the set of measures and strategies to make a website compatible with mobile devices”.

Responsive design is very important: if your ideal client gets your portal from their phone and your portal is not optimized for it, it is very possible that you lose that transaction.

On the other hand, if your information is comfortable to read and your site easy to navigate regardless of the presentation, your range of possibilities will be much more open.

Presentation of the texts

Nobody likes to read long paragraphs of text. And much less on a screen.

The information on your website must be thought out and designed according to the digital world.

This means that you should edit and design your content with the convenience of the consumer in mind .

Add bold , italics and underlining when your texts require it.

Play with tables, infographics and graphs that manage to condense your data and present it in a more friendly way.

Similarly, you must take care that the paragraphs are short (between 2 and 4 lines) and that the typography is legible and as simple as possible.

On Page SEO

We meet again with SEO On Page!

This time, from the perspective of the layout and architecture of your website.

The layout of a website is the process of ” transforming the design of a website into a set of files (html, css and js) so that web browsers can interpret and reproduce them correctly on different devices.”

Meanwhile, architecture refers to the way your portal pages are linked to each other.

This should draw a coherent, intuitive and easy to understand structure, not only for an expert on the subject, but for any user who visits you.

Although this point is more technical than the rest, its results will be reflected in the final product of the site and the experience that your users have on it.

Upload speed

Beyond the quality of your Internet bandwidth, each website has certain elements that make it load faster or slower.

A portal that takes a long time to load will generate many more dropouts than one that displays information quickly.

Google’s PageSpeed ​​Insights is one of many tools where you can learn how fast your site loads and how to improve it with small changes.

Easily navigate with UI

UI, also known as User Interface, translates as the user interface and the aesthetics that it implies.

This aspect of your website is closely related to UX, and while one will always affect the other, they are not the same.

A web interface is a computer platform that allows the user to “communicate” with a system, device, program… or in this case, with a web page, and, therefore, with your business.

If you want to reach your potential customers through the Internet, you must use a nice interface that attracts those users and facilitates their journey through your portal.

The UI requires computer and programming knowledge, as it involves building a page that works organically and is not complicated.

The RockContent team makes a few differences between UX and UI :

1. The UI guides the user in the decisions that must be made within the portal, while the UX ensures that it is a pleasant experience.
2. The UI implies a visual medium, while the UX does not necessarily.
3. The UI is based on reason, while the UX is based on the emotion that it can generate for the user.

It’s very important to work on the UI as well, because by attracting people to your website, you expect them to go through a series of particular steps to interact with your content.

For those visits to become sales, your followers must visit key pages of your portal, such as:

• Who are you.
• What is your training and/or experience?
• What services/products do you offer?
• How much do you charge for them?

And if you want them to make the right decisions, you must guide them yourself.

You can do this guide through good user interface design.

A good UI must have certain basic characteristics to be effective:

• Coherence.
• Organization.
• Hierarchy.
• Clarity.
• aesthetic sense.

Important: when it comes time to make a web page, we can be tempted to be as creative as possible.

Although “thinking outside the box” is vital in many aspects of life, when it comes to programming, it is important to stick to certain website conventions.

For example: your business or website logo should be at the top of the page, preferably to the left.

Avoid putting it somewhere else just “for innovation”.

These conventions exist because they are pleasing to the eye and allow the human mind to process information in the best way.

Humanize your brand

In a world where many things are through the Internet (work, entertainment, classes, etc.), closeness and human warmth are gaining more and more value.

Regardless of your industry, your products or services, it is essential that users who visit your website feel that there is another person, or several, of flesh and blood on the other side of the screen.

You can achieve this in many ways, but we propose two main ones:

“About me” section

If you already have one, it is likely to be one of the most visited pages on your website.

This is because this section satisfies the curiosity and trust of your visitors.

A good page about you and/or your business goes far beyond a biography or a story of how you started your business.

You should take advantage of this space to expand a little on the motivation that drives your business, your training, experiences, dreams and skills.

Here you should show your values, exalt your value proposition, generate a connection with your audience, introduce your team if there is one, and, in general, create a bridge between you and your readers.

Brand voice

The voice is one of the elements that make up the identity of a brand.

It refers to the set of adjectives that determine how a brand is expressed .

It depends on your values, target audience, industry, and other factors.

However, if you want your website to feel human, you need to make sure your voice is too.

Your voice will be present in your articles, in your calls to action, in your social networks, and in all the content you publish.

It is important that your audience is attracted to the way you communicate with them.

Some of the brand voice characteristics that often create this reaction are:

• Modesty.
• Closeness.
• Experience.
• Empathy.
• warmth.

The list could go on much longer, but don’t forget: it will also depend on your goals and area of ​​work.

Get ready to improve your website in 2023

Throughout this article we walk through some of the most important pillars for the optimal functioning of a website in Google:

• SEO strategies.
• Value content.
• Nice user experience.
• Good interface design.
• Human brand voice.

Each of these points covers a primary need:

SEO allows your target audience to find you.

Value content makes them interested in what you have to tell them.

The UX makes your stay comfortable.

The UI generates aesthetic and functional appeal.

Finally, the human voice creates the connection necessary to build trust.

Take care of these five areas, and your website will be ready to grow in the digital world.