For a long time, SEO has been your primary source of website traffic.
In fact, you don’t take search engine optimization as a prudent way of generating traffic. Instead, you treat it as the only way your target market can learn about your website. Right?
This is where you go wrong!
Factually, the online ecosystem is always changing. SEO strategies that worked wonders a few months ago might not work for your site today.
You cannot, therefore, depend solely on SEO as your ultimate source of web traffic. If you do, this could mean the end of your business in no time.
One of the sagest decision in diversifying your web traffic is making several tweaks to your website design.
But how do you do this?
Well, in case you have noticed your engagement has come to a halt and your usual conversion rates are plummeting at insane rates, below are some ways you can change your web design to boost up traffic.
Keep your homepage simple and clutter-free
One of the main reasons you have been recording high bounce rates is that you have bombarded your target audience with a lot of information.
Even though content is king, its good practice to embrace a minimalist approach when designing your homepage. This allows audiences to evaluate what you are offering, and ultimately respond to your call of action.
Make sure your homepage acts as the major ‘marketing agent’ for your business. Look – this is the page that visitors will see the moment they click your site.
Essentially, ensure it has a visually appealing header, a summary of the services you provide, contact information, and call to action.
Also, engaging a designer for a unique company logo for the homepage is one of the best ways of ensuring the catch attention, curb appeal, and legitimacy of your website.
Without a doubt, a simple and uncluttered homepage is one of the redesign tactics you should employ to increase traffic.
Make your site easy to navigate.
Navigability is an aspect of web design that no business should overlook.
Your goal is to have web traffic that stays and converts, right?
To achieve this, don’t leave your visitors to wander through the pages without a clear sign of what to do or where to go next.
Ensure your design choices are clear and intentional. By giving visitors flawless directions across your site, rest assured they will not bounce back. You will enjoy more leads, conversion, and sales, and this will ultimately place your business ahead of the competition.
Don’t ignore the visual hierarchy.
Even if you employ the most sophisticated SEO strategies and spend millions of bucks in content marketing campaigns, you will not achieve optimum success if your website is not visually appealing.
Therefore, when redesigning your website, eliminate all parts of your site that aren't visually appealing, and replace them with digestible pieces.
Arrange content clearly and attractively. This means you need to apply various design principles such as size, color, spacing, and contrast with moderation. When you accomplish this, you will leave a memorable mark on your target audience and attract new and repeat business.
Visitors will not spend more than three seconds on your site if it is not readable.
A great way to boost traffic that stays is to ensure that all the content on your website can be read and referenced without much effort.
Remember, great content will make little sense if it’s not readable. For this reason, use font sizes that can be accessed by everyone in your audience, including those with visual challenges.
Make sure your site is responsive.
Traditionally, people used to sit behind their desks for hours to access the internet. These days are long gone!
Today, people rely on their mobile devices to surf the web. Therefore, if your whole website or a certain part of it isn't mobile-responsive, you need to redesign it as soon as now, or else you will lose business to your competition.
Google recently switched to mobile-first indexing; hence your site will not be given priority in SERPs if it is not accessible via mobile devices.
Develop landing pages
Do you have a landing page?
If you don’t, you are losing a substantial amount of traffic to your competitors.
Create landing pages that contain information that your target market requires to go forward and convert. To succeed in this and achieve desired traffic, ensure you get specific and targeted in your messaging. Also, include an engaging call to action (CTA) to prompt the reader to go to the next step.
Don't fear white spaces.
There are blogs, websites, and other sources of information that will discourage you from using whitespaces when designing your website. What they don’t tell you is that white spaces break up a page and enhance readability.
At times, white spaces might seem superfluous. Nevertheless, they go a long mile in increasing content prioritization and boosting readability, which could help a great deal in attracting web traffic. Therefore, make the best out of them and include them between elements in all pages.
Identify broken links and unknown 404s
If your website is huge or has been around for quite some time, there could be several broken links and pages. Unfortunately, your visitors will not give you this vital information. Instead, they will leave your site and look for a better alternative.
When redesigning your site, therefore, invest some time in checking for broken links. You might be astonished to find out that some landing pages that previously ranked well are improperly linked, or some essential pages are unpublished or missing altogether.
Update your content
Over the past few months, you have lost a substantial amount of traffic because your site still has content that was developed when you first launched your site. That’s several months or years ago, huh?
Modern customers want content that is valuable and meets their ever-changing needs. Therefore, if your pages contain “We” and “Our” type of content, you need to update it now with “You-focused” content.
Before you develop your content, ensure you understand your target market's pain points and address them with amicable solutions.
For instance, instead of having a page that explains how great you are, have one that expounds on how your products or services will solve potential problems that your clients face.
This might seem like a small twist to your site design, but it can positively impact your business’ credibility and drive more visitors than expected!
Use the right images.
If you look at the content on your site, there are high chances that it is filled with stock images that you sourced for free on different sites.
Even with the best stock image, it doesn’t mean it will appear genuine and attractive to your audience.
Also, stock images that have been used several times in other sites are often treated as duplicate content by Google spiders, and using them could be detrimental to your rankings.
To boost traffic, use photos that portray real people working in your company, or actual products you provide.
Work with a professional photographer, or take photos yourself that create a sense of realism in your brand. This will go a long way in enhancing customer trust and could help drive more web traffic.
With a blend of curiosity, creativity, skill, and the tips outlined above, there is no reason why you shouldn't redesign your site and enjoy more traffic, leads, conversions, sales, and profits. Good luck!
Lucas Smith is a content strategist and freelance blogger who likes to write on topics related to small business, social media and brand design. He would love to hear your ideas, connect with him!