Your Website's Inner Parts Should Be in Top Shape to Have the Most Optimal Performance
More than 1 billion websites populate the world wide web—and that number's growing every second. With so much online competition, how can you maximize the potential value of your website? You have to bring it to life!
But while being pretty and having flashy features might great for first impressions, what happens when customers try to interact with your site and discover it’s nothing but an empty shell─no brain, no heart and no guts? Just like relationships, your website can’t just be pretty on the outside, it’s gotta be functional and healthy too. Which means: your website’s inner parts should be in top shape to have the most optimal performance.
The brain is an analysis machine. It has the unique ability to identify and evaluate behavior around you and make adjustments accordingly. Similarly, your website’s “brain” is its strategy, which should always be evolving to anticipate your users’ needs.
By using tools like Google Analytics, HotJar and HubSpot, you can observe and analyze how people are interacting with your website. This will help you identify potential issues and anticipate possible solutions for the issues your visitors are experiencing or will be experiencing in the future. Without its brain, your website can’t cater to anyone’s needs, not even your own.
And with the behavior flow feature in Google Analytics, you can do just that. It allows you to track who visits your site, which links they click on and what paths they follow from web page to web page, giving you helpful insights into what designs and content your users are most fond of. It can also help you identify problematic portions of your site by showing where your users are not traveling to.
Your website’s heart is what keeps the blood (or in this case: fresh content and a user-friendly experience) pumping. You need to continue pumping a constant flow of traffic into your site, keeping it alive with activity and empathy. Getting the right people to your site and speaking to their actual needs is essential to maximizing your site’s value.
On Google Analytics under the Acquisition section under traffic sources, you can view the percentages of your visitors that come from different locations, including social, organic search, paid ads, direct visits, referrals, etc. You can use this data to your advantage by noting which sources you aren’t getting much traffic from and pumping more into those.
For example, if you notice your website isn’t getting traffic from social media, find the areas where your information is needed and be there instead. Always use high-quality images and ensure you respond to inquiries on social media that show visitors that your brand is human. If you notice your website is lacking users originating from organic search, pump more “blood” into your SEO tactics. Using keyword research to put out blogs with insightful and innovative industry information is a perfect way to get your website ranking higher on Google results and grab the attention of searchers.
Your heart allows you to empathize with users, helping you understand what type of marketing messages to use on your website. By using Inbound Marketing tools such as HubSpot Analytics, your heart enables you to look at which content is driving the most traffic or being shared the most. After analyzing what your users like best, add more of it to maximize your website traffic—after all, the heart’s main goal is to show compassion toward the customer and give them exactly what they need, right?
Without the heart, your website becomes isolated in its robotic way of functioning, stops caring about the customer and ultimately costs you business. So remember to have this vital organ in top shape for your website to succeed.
The guts are the meat of your website, holding everything together and working in tandem. Ongoing maintenance and issue resolution are key to making sure the “body” is working like it’s supposed to be, ensuring the most optimal version of your site possible. If you stop caring about your guts, one small issue can send the whole body into shock and it might shut down on you.
As far as maintenance is concerned, testing your website speed is a great place to start. An easy place to test your website’s strength is HubSpot’s Website Grader. With this free tool, you can analyze performance, mobile, SEO and security strengths for any website. You can use it for your own site or your competitors’ sites to discover where their strengths and weaknesses are. This tool grades websites based on their page sizes, page speeds, page redirects, compression, render blocking, mobile responsiveness, page titles, meta descriptions, headings, sitemaps and SSL certificates. Then, it offers more information on what each of these scores means for your site, providing suggestions for what to do next to improve your weak areas and strengthen your core.
After a general strength analysis, you can strengthen your core by optimizing images, reducing your TTFB (time to first byte), avoiding 301 redirects, adding custom fonts, optimizing content, and much more. By resolving those issues your users have with your website and making your overall experience better for them, you set your user experience up for success.
Once users have had a great visual first impression, it’s up to what’s on the inside of your website to keep them around. With the brain catering to customer needs, the heart empathizing with users and pumping a steady flow of content, and the guts solving issues and holding everything together, your website will surely create lasting bonds with its users.
Hearing about growth-driven design for the first time? Learn more about the three pillars of GDD and how this methodology can help you solve your greatest marketing challenges.