5 Ways to Improve Readability and Legibility
The initial step you should go through is ensuring that your site readability is on-point. We also discuss your site legibility as well.
26/01/2021
In this post you can read about ways to improve your website traffic
7 ways to improve site traffic
In today’s modern world, technology is more than certainly at the forefront of most of – if not all – that we do. Whether it be online shopping, keeping up current affairs, or even just seeing what our friends are up to on a daily basis.
But maybe you have been left wondering why it is that you aren’t seeing as much traffic as you’d like moving through your own site.
Here are 7 concrete ways that you could improve this:
Advertising
Ok, I know you may be thinking; advertising is a complete given. But if you aren’t advertising your site through the proper channels to begin with, then perhaps it won’t return as many impressions and conversions as you had originally hoped.
You can use tools such as:
- Paid Search Marketing – appearing as a sponsored ad on search pages, such as Google for example.
- Social Media Advertising is another great way to open up your online business to a wider audience and boosts your numbers. There are different ad options that you can choose from on each platform, so you can be sure to find a way to use this style of advertising in a way that suits your business.
- Display Advertising is another sure-fire way to boost your presence with generalized adverts on external sites where clients can be visibly drawn in, in the form of imagery, text, video and audio – and then redirected straight to your landing page.
- Pay-per-click advertising is a way of using targeted ads to generate paid search traffic, although this is explained a little deeper lower down in our list.
Social Media Integration
In this ever evolving world, more and more users are signing up and using social media as a part of their everyday life. Around 3.81 billion in 2020 to be more exact* and this number is ever-increasing. With this, it is important to keep your business in the public eye – creating pages to showcase what you can do or the services and products that you can provide.
This will increase your visible presence, piquing more interest of new prospective clients.
You need to be sure to keep the audience engaged with consistent posting. Without content going out, you likely won’t be seen and certainly don’t want to be forgotten about.
Also provide physical links to your chosen landing page on your profiles – not to mention at the tail end of each individual post.
SEO
Search Engine Optimization is a way to get you to the top of the search page, increasing your visibility. A search engine’s job is to be sure it is always providing its users with the best possible results for their search.
How does it do this?
It will analyse how each page that it offers performs after the site had been entered, also taking into account its bounce rate. Not only this but how the initial search was completed affects what it is able to offer, as the search engine relies on what is accessible to it at that moment in time.
There are a few different elements to consider such as UX (user experience) to name but one, and because of this it may seem a little daunting at first. But it really shouldn’t be – I can assure you.
Here are a few methods commonly used throughout the optimization process:
- Optimization for Voice Search
The benefit of using voice search optimization may not be immediately apparent. Although today, more and more people are acquiring smart assistants to help with their day to day tasks and, with this, it couldn’t be more important to be sure that your site is equipped to be able exploit this
- A/B testing:
This, in short, could possibly be described as a trial and error process. Wherein, slightly different versions of a page element will be made – side by side the performance impact of the variants are then quantified and compared. Some of these may be as menial as moving the placement of a buy button; or even a change to colour usage and editing headline texts.
This will help to make your pages more efficient, increasing their effectiveness.
- Optimizing for readability:
To have this be a success, you need to be certain that any body of text is pleasing to the eye of the reader.
Avoid becoming too blocky. Carefully placed white space will help avoid this.
The harmony of how text reads can also negatively impact how effective it is. Varying sentence and paragraph lengths will benefit the reading flow further.
Text can be broken up using supportive imagery, subheadings and bullet points wherever necessary.
Google Optimize
This acts as a CRO (Conversation Rate Optimization) service and is an online split-testing tool, that may in fact be used as a part of SEO. But it is such a valuable asset that it deserved its own placing.
Three different examples of testing are used:
A/B Testing (as described above), multivariate testing and redirect tests.
Multivariate testing is very similar to A/B testing in the way it compares performance impact. The difference being that individual edits aren’t measured here. As the name suggests, here how different combinations of changes work together is put into juxtaposition instead.
Redirect testing – this is also known as split URL testing, and compares separate web pages to one another, rather than a specific element on the page itself. Each page is identified by its own URL variant and, for example, should you wish to try out multiple landing pages to see which would perform better – this way you would be more than able to do so.
The ‘editor’ and ‘reporting suite’ mean that you can set up tests and the analytics from these can then be looked at in contrast fairly easily.
PPC
As explained earlier, Pay-per-click is a form of targeted advertisement marketing and uses pin-pointed variables such as; key-wording within searches, when a person is searching (time and day respectively), where on the map that person is searching from, language, what type of device they may be using, as well as what may have been included in their retrospective searches.
Here you construct directed ads and will pay a fee each time a prospect uses the link provided to view your site or the product/service that is featured.
PPC is great for your brand’s visibility and presence.
Even if prospects don’t click through straight away and instead come back later – which may happen – you can rest assured that you aren’t being viewed irrelevantly and your efforts aren’t being made in vain.
Incompatibility across multiple devices.
In this tech savvy world, it is important to be sure that a site can be comfortably viewed across a plethora of devices.
The last thing your prospects want is to have put extra effort in trying to view your site on the likes of a phone or a tablet, needing to zoom in to click here, or to tap over and over again there just to make it to the next page.
The central objective of this point is more based around the improvement of bounce rates and the encouragement of general movement through your site, than it is actually bringing more eyes to the landing page.
Even with this in mind, it is certainly no less important that the other points on this list.
Although unofficially, it has been shown that bounces rates do in fact affect the likelihood of a search engine, like Google more specifically, ranking it higher on the search page. This is because lower bounce rates show that more users have found a particular website useful in their search and, therefore, with the use of metrics the system will see it as being of a higher quality site suggestion.
Keywords
This ties in with SEO (#3 on our list) and it is certainly something that shouldn’t be overlooked.
It’s all good and well dressing up how you describe what you are offering in order to make it sound good, but are you using the right kind of phrasing?
Even without utilising SEO as a whole, you can still increase your website’s search success through the use of carefully thought out wording as a stand-alone element.
You may have already used the most popular keywords to boost impressions, but what about high-intent or long-tail key-wording?
High-intent keywords are split into three specific groups:
- Transactional – looking for a service or product (buy, get, subscribe, near me).
- Informational – expectation of finding specific information within multiple web pages.
- Navigational – looking to find a site that serves a specific category (Estate Agents Merseyside) and when used, these show that they are much more likely to make a purchase.
Long-tail keywords are typically described as a highly specific, three to five-word phrase.
These will be used by a prospect when they are very near to point-of-purchase – an example of this would be ‘waterproof women’s winter coat’ as opposed to them just searching ‘women’s coat’.
These are very beneficial to a site, so try and Include these where you can.
When used incorrectly though, it leaves a page seeming unprofessional and confusing. If you try and throw as many words on your page as possible to potentially meet these phrases, this is what may happen to you, so balance is certainly essential here.
Hopefully you found at least some of the topics in this list helpful and can make use of them.
We post weekly blogs and so be sure to check back to see what we have to offer next week.
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