The Anatomy of a High Performing Website
29th March 2016
A high performing website is more than the sum of its parts. When several key factors come together, a website can go from “okay” to truly high performance.
High performance can mean different things to different businesses: Maybe you need to make sales on your website. Maybe you need to draw leads. Maybe you need to just get the word out about your newest offering.
Whatever you need your website to do: you need your website to do it well! Read on to learn what factors are necessary to take your website from just okay, to high performance.
A high performing website presents pertinent and useful information to the visitor. Without desirable information, visitors won’t want to be on your website. So you need to give them what they’re looking for, and usually, that’s more information about your product or service. They need reassurance that they’re on the right track, and that they’ve made the right choice to follow their instinct to learn more about your company. You should offer your visitors at least one – if not all – of these types of content:
- Engaging information – a case study, some statistics
- Detailed multimedia – an infographic or video
- A “Call to Action” so the visitor can engage further
A high performing website needs to be mobile responsive and easy to navigate. If a visitor can’t access what they’re looking for, they’ll leave very quickly and you’ll lose that potential sale. There are many factors that can cause a visitor to bounce off your site, and they are all equally important.
If your website doesn’t “flow” well, a visitor might not be able to find the information they want. Ensure that you have an easy-to-use navigation bar, so visitors can access the info they want. Your website also needs to be mobile friendly. If it’s not, it may not be loading properly (or at all!) on the visitors device, causing them to bounce. When looking at your website, make sure the following are working:
- All landing pages or entry points have clear navigation or Calls to Action
- Your website is mobile responsive
- The website is well designed and “flows” naturally through all of the pages
Your website is only as good as your SEO. Along with all of the other parts of a high performing website, you need great SEO to get found. Ideally, your website should be appearing on the first page of search engine results when someone searches for a related keyword or phrase. Your search engine ranking is calculated through a complicated algorithm for each search engine individually, and it’s always changing. To get the best search engine ranking, ensure your website is doing the following:
- Fresh content: update your blog, and keep other content up-to-date.
- Get featured: pitch your product or service to industry influencers. A great feature can go a long way.
- Get in the conversation: stay current with your social media channels.
All of these practices, and more, will ensure that search engines view your website as a high quality resource for your related keywords and phrases – pushing your website to the number one position.
The Nervous System:
There’s more to a high performing website than just good looks and good information. There’s also the behind-the-scenes world of analytics. Analytics can be tracked by a number of different companies, so choose one that works best for you. Website analytics will track everything from repeat visitors, to time spent on a page, to the effectiveness of landing pages. With analytics, you’ll be able to find out what landing pages are really working – and where you might be having problems. You don’t need to guess at what might be working with your website visitors – you’ll have the hard data to help you make informed decisions that drive results. When analyzing your website looks for these key points:
- Bounces or drop offs: if you have a lot, then you may need to redesign a page.
- Purchase funnel: is it easy for visitors to convert?
- Points of entry: find out if your marketing efforts are working.
A High Performing Website:
By combining all of the above factors, you’ve just created a high performing website that visitors will engage with. A high performing website ultimately drives conversions. When you give enough pertinent information, you are not only informing the visitor, but also empowering the visitor with the information necessary to make the decision to engage further with your company. A website that is easy to navigate, with appropriately placed Calls to Action, will drive more conversions than a website without those elements.
“A website that is easy to navigate, with appropriately placed Calls to Action, will drive more conversions than a website without those elements.”
Learn more about high performing websites in our ebook: https://www.bedigitalgiants.com/high-performing-websites.