Find out what you need for a high performing website in order to increase traffic, generate leads and create efficiency for your business. 

A website is the face of your business; it drives the first impression of your brand as soon as a user lands on the page, so it is key to ensure it is designed and optimised to its highest quality. 

Did you know that only 50% of SMBs actually have a website in place? With that in mind, around 70 to 80% of people search a business online before deciding to pursue a purchase or to visit. 

It is crucial to have a website in place for your company if you want to be seen. If you do, then you also need to make sure that it is at a high standard so that you can make your website into a lead generating magnet. 

After this checklist that we have created for you, you will be able to walk away with great actionable tips that you can implement to your site. Let’s get started…

Make good use of visuals 

There are several websites that have a lot of content to show, and this is great as it can build authority,  whilst demonstrating your expertise and thought leadership in the industry. However, in a growing visual world, people tend not to take in blocks of text, or even prefer to read them. 

When we talk about visuals, we mean content that is presented in forms of images, video and audio. 

The brain processes 90% of the information you take in, visually. Moreover, websites that make use of visual content generate traffic 12x faster than those who don’t

We’re not completely taking text out of the picture here, in fact, aim to create a varied layout with both text and visuals. If you have a blog article that you feel could be presented better via video, create one and add it onto the page. Include images whenever you are trying to explain concepts, so that this can complement your text. Use visuals wherever necessary. 

However, it is also good to note that visuals should be used within reason. Just under 40% of consumers will not engage with websites that have unappealing layout and design. 

You want to be able to make your content and website visually appealing, so use visuals wisely in order to avoid overwhelming your website users and prevent them from exiting your site. 

Best thing to do is to just keep it simple but effective, thereby putting your brand in a positive light. 

Integrating visuals into your website content will not only create a great user experience, but it will also benefit your business by bringing in more leads. 

Optimise your website for search engines

Having your website up on the search engine means you must always optimise your site for search engines. 

This is because search engines work to fulfil their users intent. Let’s take Google for example; Google users will search for a certain need or to find a solution to their problem. So, Google will only show those web pages that BEST match the users search query, and those pages that do best suit the users intent will inevitably show up on the first page of the SERP with a higher ranking. 

To be able to do this, you need to take part in search engine optimisation (SEO). 

A tool that can help you best optimise for search engines is by using WordPress for your website. WordPress has an SEO plugin, called Yoast, that will direct and guide you on how to correctly optimise your site for basic SEO. 

You can also use many website audit tools which essentially check your website’s overall compatibility for SEO. After the audit, many softwares are able to provide you with a report that can help guide your optimisation efforts. 

Here are some examples of a few website audit tools:



Want to know how you can 10x your website design? Speak to one of our digital strategists today and we will devise a custom fit mission plan for your business’ web requirements. 



Content that outranks your competition  

The content you choose to include on your web page builds up your website as a whole. With great content comes a great and effective website that demonstrates expertise and authority in your market. 

Here are some tips on how to create content for your site that leads to high conversion rates:


Whatever content you choose to create on your business’ website, whether that’s videos, landing pages, blogs etc, make sure to keep it relevant to the message you are trying to convey. 

Whenever a user lands on your site, they are looking for the answer to their question, or the solution to their problem. 

So, you want to be able to keep your content simple and relevant enough to fulfil the users intent, so that they don’t have to question whether they are in the right place. 

Long form content vs short term content 

You want to be able to provide practical value to your customers, and this is commonly achieved with writing blog content on your web page. 

It is now a common misunderstanding to believe that short term content on blogs appeals to consumers more. The opposite is in fact true; users want to be able to find long form content that answers their question or solves their problem in one place, rather than having to go to different places to find it. 

Quality trumps everything, and this is key for bringing in leads and retaining them for the long term. Once your customers find that your content is informative and detailed enough to fulfil their intent, they are more likely to visit your site continuously. 

Moreover, long form content is great for SEO, as search engines like Google tend to rank pages with long form content higher than those with short form content. To find out more about how long form content helps fulfil SEO, have a read of our […] post.

Here are some examples of how you can format your blogs into long form content: 





Clear and simple communication 

You want to be able to achieve clarity in the content you choose to place on your webpage. 

There may be a lot of jargon in the industry or topic your market revolves around, but when aiming to provide value to your customers effectively, you want them to be able to understand the information presented to them. 

A lot of technical terms and industry specific lingo can actually overwhelm the users on your site, making them more likely to leave your page. 

Design for user experience 

Just under 90% of consumers claim that having a bad user experience on a website prevents them from returning to the site again.

This is a striking statistic, and shows just how vital it is to optimise your website for user experience. Here are some things to consider when building your website for optimal experience for your customers, new or old. 

Easy navigation 

You don’t want to make it difficult for your potential customers to navigate themselves around your site. Make access in and around your web pages easy and simple. 

For example, this can include things like adding a ‘back to top’ button at the bottom of your sites screen, to prevent your users from scrolling excessively. 

This can also be achieved by making the most important aspects of your website easily accessible and simple to get to by adding them onto your navigation bar on the homepage. In addition to this, they should be able to get back to the homepage with ease, such as by allowing users to link back to the homepage when they click on your logo. 

Interactive elements, such as being able to click on images to read a blog for example, can really be beneficial for user experience. 

When designing your website, just remember to keep your users in mind and give them an easy and hassle free web experience. 

Users really appreciate the simplicity and ease in using websites, so optimising for this on your web pages will allow for customer satisfaction and lower bounce rates. 

Fast loading pages 

Humans now have a lower attention span than they did 20 years ago, lasting only 8 seconds!

With users having such a low attention span, your websites need to be able to catch their attention fast enough so that you can have a higher retention rate on your site. 

A major issue that can stop this is slow website loading. If your website takes roughly more than 3 seconds to load, users are 40% more likely to leave your page.

There are several tools out there, some provided for free, that can help you analyse your websites loading time. Here are some of our favourites:

Using these tools will allow you to analyse your websites page speed, and will also provide you with free recommendation to help improve on it, enabling you to create a great user experience.

Using external links on your web pages 

Adding external links into your copy of your web pages such as articles and related blogs, can really help increase user experience satisfaction. External links are those that link to site pages outside of your website. 

Although it may seem strange at first to add external links to other resources outside of your site, as ideally you want your customers to remain on your page, it actually helps promote your users intent and is also good for SEO purposes [link to seo article]. 

If you include external links that give access to further insight into a certain topic area on another website, you are more likely to keep the customers coming back to your web page. 

Doing this allows you to help your users fulfil their intent by guiding them to the best sources that could help them in their journey. This satisfaction that was brought about by your web page will increase their loyalty to you as a brand, as they will be reassured that your company will be able to help them find the solutions to their problems. 

Responsive design 

The final tip we have for you here is to consider responsive design when creating a  compelling user experience. 

A website with responsive design is compatible to suit any device it is accessed from, such as smartphones and tablets. With several internet users now surfing and accessing websites from these devices, you will be losing your leads and revenue if your site is not responsive to these platforms. 

According to, a responsive website that is compatible to use on a smartphone is one that:

  • Avoids horizontal scrolling by keeping the website format in a one column layout 
  • Has readable text without requiring the use of pinch-and-zoom
  • Includes well spaced out tap targets and relevant interactive elements.

A responsive design for your website and respective web pages should be one of your key elements to your website must haves. 

Disregarding responsive design in this growing smartphone and tablet era will mean that you will be providing an inadequate user experience, causing higher bounce rates, leading to less traffic to your site. 



That’s our round-up for some of the most important elements to consider for your website. With SMBs on their journey to developing as a brand, it is crucial to get noticed on search engines and your target audience in order to achieve successful growth. 

Optimise your website for SEO, include visuals in your content, create appealing and compelling content that conveys your message well, and always consider user experience.

Implement these tips and your website will be a lead magnet machine in no time. 



Here at IWise, we take pride in our digital transformation services. Talk to one of our digital strategists today and we can help your brand with a strategy & process to scale your growing business. 

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