Digital Marketing

Top tips to boost your digital performance

Laura Kemp
Laura Kemp

Here are 11 simple ideas to boost your website's digital performance. How many do you already do? Which ones will you try?

Mark and Will card sorting

1. Tweeting titles

Social media drives traffic to your site, but every audience will react to a different hook. On fast moving channels, such as Twitter, you can improve your traffic by varying your titles to include things like quotes from the article or why you like it, not just the title.

2. Issues escalated

Over time we tend to gather a wish list in our head of all the things that we’d like to improve on our site. Try plotting them on an axis that shows the effort (or cost) vs impact to prioritise which ones to escalate.

3. 404 Errors

Use your Google Search Console (Webmaster Tools) to look for “crawl errors”, which will give you a list of 404 errors to investigate and fix. While you’re there, check what your error page looks like and consider if there’s a way to make it work for you.

4. Devices

Mobile optimised design is not just about sites scaling on different devices. Expand your personas to see when they might interact with your site across devices - why, where and how they might be using those devices and therefore what you could do to improve conversion.

5. Evergreen articles

You don’t have to continually re-invent the wheel. Take a look back through some of your old evergreen content that might have just slipped off the radar. If it’s still relevant you can either give it a bit of a spruce up, or find a new way of packaging it.

6. Page Titles and meta-tags

Even at the top of the search, if your description isn’t relevant, you will lose out on traffic. Write down the questions you’re answering with your content and ensure your meta-tags and page titles are based on your answers to create clear, compelling signposts.

7. Personas

If you’ve got personas slowly gathering dust in files or drawers, get them pinned up! Seeing those faces every day and referring to them when you make decisions is incredibly powerful. 6 is about right, but you can also make anti-personas of people you don’t want to target.

8. Keywords

If you’re thinking about your content calendar for the year ahead, start by writing out just 5 of the top keywords you want to target and blast down some ideas for articles that you can hang off them to boost your natural SEO.

9. ALT-tags for images

When you add new images, do you always add an alt-tag? This doesn’t just help with accessibility of your site, but also your SEO as search engines use the alt-tags to understand what the page is about as much as the text.

10. Duplicated content

Using tools such as Screaming Frog, which is free for up to 500 URLs, can help you to run an SEO check for duplicate content. You’d be surprised what you find and dealing with it is a really simple way of avoiding Google penalties.

11. Calls to action

Set up a few quick A/B tests on your main calls to action. Changing the position, colour and wording can all make a difference. Make it more fun by running an office poll on which one you think will win!

We’re sure some of these you know, some will be new and some you’re thinking you wish you had the time for! If you want a whole army of experts constantly not only identifying improvements, but ensuring they come to life, then why not get in touch?