Website optimisation: common mistakes and what has the most impact
Table of contents
1. Introduction
2. Common mistakes companies make with their websites
3. Improvements from a UX/UI perspective
5. Optimising for the customer and buyer journey
6. Differences between B2B and B2C websites
7. Common frustrations for sales and marketing managers
8. Tools for website optimisation
9. Conclusion
Introduction
Having an optimised website is essential for companies in today's digital landscape. For sales and middle managers at small and medium-sized companies in the Nordics, an effective website can be the difference between winning and losing customers. This post highlights common mistakes companies make with their websites and gives concrete suggestions for improvement, both from a UX/UI perspective and with regard to new EU directives such as WCAG.
Common mistakes companies make with their websites
Many companies run into similar problems with their websites:
• Poor navigation: Visitors struggle to find the information they are looking for.
• Slow loading times: Pages take too long to load, which leads to a high bounce rate.
• No mobile optimisation: The website does not work well on mobile devices.
• Insufficient accessibility: The website does not meet WCAG standards, which can exclude some user groups.
• Unclear call to action: Visitors do not know what the next step is, which reduces conversions.
Improvements from a UX/UI perspective
To improve the user experience and the interface of your website, you should:
• Simplify navigation: Use a logical menu structure and clear categories.
• Optimise loading times: Compress images and use faster hosting.
• Adapt for mobile devices: Implement responsive design that works on all screen sizes.
• Use clear calls to action: Place them strategically and make them visually appealing.
• Consistent design: Keep a uniform style across the whole website to strengthen the brand.
If you want to read more about UX/UI principles, visit Interaction Design Foundation.
EU directives and WCAG
New EU directives require public websites and apps to follow WCAG (Web Content Accessibility Guidelines) so they are accessible to all users, including those with disabilities. By following WCAG standards, your company can:
• Expand your audience: Reach more potential customers.
• Improve SEO: Search engines favour accessible websites.
• Reduce legal risk: Avoid fines and sanctions for non-compliance.
If you want to read more about WCAG and how to implement it, visit W3C's official guide.
Optimising for the customer and buyer journey
Understanding and optimising for the customer journey is essential:
• Identify touchpoints: Map where and how customers interact with your website.
• Personalise the experience: Use data to tailor content and offers.
• Simplify the buying process: Minimise the number of steps from interest to purchase.
• Follow up and analyse: Use analytics tools to keep improving.
If you want to read more about customer journeys, visit HubSpot’s guide to customer journeys.
Differences between B2B and B2C websites
Even though buying behaviour can be similar, there are important differences:
• B2B websites:
• Longer sales cycles: Require more detailed information and resources such as whitepapers.
• Focus on relationships: Build trust through case studies and customer references.
• Complex decisions: Often involve several decision makers.
• B2C websites:
• Fast decisions: Simple, quick purchase flows.
• Emotional impact: Use images and storytelling to engage.
• Broad customer segment: Adapt for a larger and more diverse audience.
Common frustrations for sales and marketing managers
Sales and marketing managers and CEOs often feel frustrated by:
• Low conversion rate: Despite high traffic, the website does not lead to sales.
• Difficulty making updates: Clumsy CMS systems that make it hard to change content.
• Poor analytics: Not enough data to make informed decisions.
• Weak SEO performance: The website does not rank high in search engines.
Tools for website optimisation
To address these challenges, the following tools can help:
• Google PageSpeed Insights: Analyse and improve page load times. Visit the site.
• Hotjar: Understand user behaviour through heatmaps and recordings. Visit the site.
• SEMrush: For SEO optimisation and competitor analysis. Visit the site.
• WAVE Web Accessibility Tool: Check your website's accessibility against WCAG. Visit the site.
Conclusion
Optimising your website is an investment that can lead to increased sales and better customer relationships. By avoiding common mistakes and implementing best practice in UX/UI, and by following EU directives such as WCAG, your company can stand strong in the digital competition.
If you want to read more about website optimisation and best practice, do not hesitate to contact us or visit the linked resources above.
