Website Optimization: Fine-tuning content so your website works harder

It’s not enough to judge your website based on how it looks or what it says. The real test is whether people visit your site . . . and how they interact with your site once they get there.

Put it to the test.

Take a look at your website and see if it accomplishes these tasks:

findCan prospects find your website?


How does your website rank on search engines?


Once people find your site, do they stay and interact with it?

accept-ctaDo site visitors accept your call to action?


seo-optimizationPay attention to Search Engine Optimization (SEO).

There are entire books written about SEO, but it boils down to this: When people search on Google, Bing or another search engine, can they find your content? It’s all about anticipating what your audience wants—then skillfully (not heavy-handedly) inserting appropriate keywords into your content so search engines can find your site.

Create landing pages that inspire readers to act.

A landing page is a page on your website that has a form for a visitor to fill out. It’s there for one reason—to capture information from website visitors.

On the average web page, users have time to read at most 28% of the words during an average visit.1

Keep in mind that the landing page must offer them something in return—such as a product guide or e-newsletter, an easy way to RSVP for a field day or a request for more information. The better your landing page works, the more leads you get.

heat-mappingHeat Mapping: Finding out where your visitors are looking…and where they’re not

Mouse tracking and eye tracking analytics help you visualize how customers interact with your website.

  • When people are clicking on your website
  • How far they scroll down before leaving a page

69% of web users spend 69% of their time viewing the left half of the page and 30% viewing the right half.2

Heat mapping provides a visual display of your website design performance. This helps you make your website design decisions based on actual user experiences. It also helps you optimize your website to ensure the best results from your website’s content and landing pages.


VistaComm has put these and other great website and digital marketing tips at your fingertips in a handy e-book, WEBSITE KNOW-HOW: Grow Your Agribusiness with a Hard-Working Website. Access this valuable resource online.


  1. “How little do users read?” Nielson, Norman Group.
  2. “Horizontal attention leans left.” Nielson, Norman Group.