In this episode of the Digital Marketing Wingman Podcast, we dive into the essential strategies behind successful website design and SEO. We explore common challenges businesses face with their websites, including ranking issues and converting visitors into customers. Learn how to simplify your website for optimal user experience, the benefits of starting fresh with a rebuild, and why focusing on user experience leads to long-term success. Plus, we discuss the future of personalised website experiences with tools like HubSpot’s CRM integration.
The Importance of Clear Direction on Your Website
One of the most frequent issues businesses encounter is the lack of focus on their website content. Many owners assume that simply setting up a website for their business will allow them to rank for every keyword related to their industry. But as we explain, it doesn’t work that way.
A lot of websites are built with content that is too broad or doesn’t target specific keywords. For example, if you run a plumbing business, you might assume that a general page about plumbing will get you ranked for all relevant services, but that’s not the case. To rank effectively, you need to go in-depth and create service-specific pages—like a page focused on ‘hot water services’ or ‘tap repairs.’ Without this targeted content, you’re missing out on ranking opportunities.
Why Great Design Alone Isn’t Enough
Another issue we often see is websites that look visually stunning but aren’t converting visitors into customers. This happens when there’s a disconnect between design and user intent. It’s not enough to have a beautiful site—your website needs to clearly guide users toward the action you want them to take, such as filling out a contact form or making a purchase.
We break down a fundamental principle of web design: simplicity and clarity. Your site should be easy for visitors to navigate, and it should be obvious what action you want them to take. The simpler and clearer it is, the higher your conversion rate will be.
When to Rebuild Instead of Fixing
One of the analogies we like to use when talking about websites is comparing them to houses. If you’re unhappy with how your house looks or functions, sometimes it’s better to rebuild from the ground up rather than try to fix what’s already there. The same goes for websites. While you may want to just tweak your current site, it’s often more efficient and effective to start fresh.
A complete rebuild allows you to create a website that’s technically sound with clean code and well-structured content, which is critical for both user experience and SEO. It also gives you the chance to think about your ideal customer and build a site that caters specifically to them, rather than trying to patch up an old one that may not be working.
User Experience First, SEO Second
If there’s one thing we’ve learned, it’s that user experience (UX) drives SEO. If your website provides a good experience—if it’s easy to navigate, offers valuable content, and encourages users to stay and explore—Google will take notice.
The mistake many businesses make is focusing too much on SEO tricks, like keyword stuffing or overusing headings and tags. While you might see some short-term gains from these tactics, they won’t lead to long-term success. Google rewards websites that keep visitors engaged, and the best way to do that is by prioritizing UX. If users are spending time on your site, visiting multiple pages, and converting, that’s what really matters.
The Future: Personalisation with CRM Integration
Looking ahead, personalisation is becoming a major focus in web development. Platforms like HubSpot CMS are leading the charge by making it easy to integrate your website with your CRM (Customer Relationship Management) system. This allows you to show personalised content to your visitors based on who they are and how they’ve interacted with your site before.
For example, if someone downloads an e-book from your site and identifies themselves as a business owner, you can tailor the content they see in the future to address their specific needs. This kind of personalisation can significantly improve user engagement and conversion rates.
Final Thoughts
Building a successful website is about more than just good design or clever SEO tactics—it’s about creating a seamless user experience, offering valuable content, and focusing on the needs of your target audience. Whether you’re launching a new site or considering a redesign, it’s important to keep these principles in mind to ensure long-term success.
By going deeper with your content, prioritising user experience, and embracing the future of personalisation, your website will not only rank higher but also engage and convert more visitors.
