How visible is your website? Do your pages rank well? Or when was the last time you thought about the performance of your website? We give 10 concrete tips for good website performance, offer links to get more information and the direct possibility to have your website analyzed individually and free of charge.
The roots of every website performance: quality of content and duality
Every website needs to be found. And Google’s search engine has become a little smarter with every algorithm update in recent years. In the meantime, it is no longer important that texts contain as many keywords as possible. Rather, the Google ranking is based on how helpful the content of a website really is for the visitor.
It’s good when knowledge areas of a discipline are consistently networked or when helpful content is passed on. Because the duality of user and company, the exchange is also measured.
It is therefore primarily about the quality of the content and its distribution , with every website performance. With the following 10 tips you can improve the quality of your content and at the same time further advance your search engine optimization. Regardless of whether you are planning a relaunch or designing the website marketing tool for the first time.
1) Do search engine optimization for Google
By far the most used search engine is Google. In Germany, Google’s market share last year was 83 percent. Mobile even at 97.
Being found on Google is therefore a key to successful website performance. For this reason, companies need to know exactly how Google finds, analyzes and classifies the content of their website.
But Google’s adaptive algorithms can do more: For the top ranking of your content, it is important that your pages are not only optimally prepared for search engines and, for example, are also responsive or the website load speed is right. The content must also be right for your readers – the content must optimally match the challenges of your desired customers.
New visitors to your website should therefore easily and precisely recognize where the strengths of your company lie and what to expect when they use your products or services.
2) Take care of the right speech: It is the be-all and end-all
Adapt to the language, the style, the tone of your target group. Your content should be so clear and easy to understand that visitors will enjoy reading, commenting, and sharing it. Also distinguish content for beginners from that for experts: the lower the barrier to access your information, the better.
Efficient communication also requires suitable channels. Make sure your website is connected to your social media accounts. This will ensure that your website is explored and shared more often.
All of this means preparatory work, clear concepts and continuous support. Because working on well-performing websites is an ongoing task: As a marketing tool, your approach via website should always reach all personas of your target group in all phases of their information and decision -making process .
The implementation of your online strategy therefore needs repeatable processes and a success evaluation as a compass .
3) Use pictures and videos
Images and videos attract more attention than pure text. In a US statistic , 86% of companies said video helped them increase brand awareness and online presence . According to the same study, users spend 88% more time on a website with image/video content compared to a website without image content.
No one will say that the written content of a website is unimportant. But they only become interesting through packaging and design . Regardless of whether you publish visuals on YouTube, on your social media channels, on your website or on landing pages. You will also increase sales and profits by implementing a designed, multimedia marketing strategy .
With alternative formats on your website, you also make a contribution to accessibility on the web.
4) Answer questions – directly and indirectly
The desired performance of a website includes coming into contact with desired customers and offering existing customers good service. Comments and above all questions give the best feedback. Every response proves the effectiveness of their site. One question makes them efficient. Because it not only offers the best start for a customer relationship. It also directly reveals what is currently occupying this contact about your core topic.
Live chats are a good tool for this. They are ideal on your website to offer your customers the best possible service, to get in touch with new prospects and to generate new leads.
However, user insights can also be used on the website itself: You can provide answers to frequently asked questions from your target groups in a separate FAQ area on your website. The more detailed the answer is – the more pragmatic you get to the core of the respective challenge (pain point) – the more useful the content is and it is more likely that not only the readers, but also Google will identify you or your website as an industry expert.
5) Share your knowledge
The top rule of thumb for a good website is that it should help desired customers and prospects before anything is advertised or sold . This is why blogs and vlogs are born; Issue reviews, guides and explanations are posted on all social media.
So-called how-to guides or brief instructions have long been among the most popular content formats on the web . Display boards and explanatory animations are currently in vogue. Start creating such guides by providing helpful tips or how-to guides on topics related to your industry. Keep your advice and topics up to date as long as possible . They not only bind parts of the online community to themselves. They also stay ahead in the online ranking of the team of experts.
Online training courses, which you can offer in addition to the content on your website, are particularly suitable for products and services that require a lot of explanation. In this way you share your knowledge beyond the content of the website and support it at the same time.
6) Structure your content
Part of preparing for positive website performance is structuring content. Meaningful categories for your products and services are aligned with your visitors’ pain points. As a side effect, your core area also gains an overview. This is how you steer your know-how and knowledge clusters are created, provided with real help from your content.
In this context, lists for visitors are a very informative content format. Please use this article as an example. It provides a list and follows the formula, “ the X best tips/products in area Y ”.
Lists are also often shared on social networks. This will spread your content further on the web and even more people can benefit from your better understanding of their own core competence and the resulting tips.
In website design, these knowledge clusters are now represented by so-called pillar pages . It is a subpage of the website, which as the roof page stands for a partial aspect of the use of your products and services. Further sub-pages then underpin this core information in the pillar, highlighting developments or innovations, for example. (The pillar to this article? – Make website …)
7) Discuss news
Is there anything new in your core area, your industry? Has something special happened in your company? Are there any news or changes that you don’t want to withhold from your (potential) customers? Talk about it!
You can use, comment on or expand on any current industry topic, any development in blog articles or similar. Spark a dialogue and get an opinion of your desired customers .
8) Contrast continuously
The more varied your content is in the long run, the more interesting it is for your visitors, leads and customers. Therefore, try to achieve a good mix of different content formats and make your content informative as well as helpful and entertaining .
Such contrasts meanwhile also necessitate quick adjustments. More and more trends are emerging online. Users shift their attention to new platforms or enjoy certain content formats. Having your finger on the pulse is the basis for a high-contrast website and its performance.
For point 7 and point 8, we recommend reading up on the Growth Driven Design (GDD) topic. Unlike traditional web page design, GDD is responsive and optimal for spontaneous changes on your website. Just the thing for a good website performance.
9) Showcase your successes through real-life examples and social proof
Nothing is more convincing than the right idea at the right time. This is also what a website with good performance is about: Interesting problems from new customers, challenging projects, exceptional team performance for the benefit of the customer provide information about your position within the industry.
With a case study, for example , you can present particularly successful projects and successes of your company or draw attention to particularly good ratings in tests. In this way, more people can find out exactly what your company does and, above all, how successful you are.
In addition, existing leads and customers can help improve your website performance. They become product or brand ambassadors and help to attract other interested parties, ideally customers.
10) Create opportunities for interaction
Your ideal customers would like to know as much as possible about your products and services. But they also want to exchange ideas and interact. Therefore, offer as many opportunities as possible to integrate dialogue, ratings and comments on your website and to get in touch with your desired customers online.
Put like and share buttons on your websites, for example.
Customers are the focus
Would you like to have your website created? Modernize an existing website? It is essential for top performance to recognize the evolution that websites have undergone: This evolution places users and their perspectives at the center. And it takes their preferences and requirements into account.
This focus on users as desired customers is far from over. The openness of the target groups and the technical potential invite you not only to swim with the current, but to become really innovative. Maybe augmented reality suits your portfolio? – A start can also be to include marketing and sales in parallel in the responsibility for a website.
10 solid arguments suggest that the performance of a website depends on a variety of factors. These diverse demands require dynamic knowledge of target groups and continuous support. The dialogue offers to desired customers must be adhered to and content must be constantly produced or updated.
When designing a new website or relaunching a website, the focus should be on the needs of the target groups. Static websites that were common in the past do not meet the growing demands of users. Agile website concepts offer alternatives. They also allow fast response times to new trends, are search engine friendly and expand the spectrum of interaction.
Website performance is a metric in marketing and sales. The goals are leads, new contacts and positioning. It therefore needs to be connected to both divisions of the company. Content gains through input from sales. And sales processes benefit from effective online marketing.