15 Website tips you’ll want to use (#11)

Know when it's time for a full redesign

Great marketers constantly improve their websites. They tweak the wording. Add new pages. Target new phrases. Test different calls to action. This ongoing work is called optimisation.

However, there comes a time when tweaks are no longer enough. The message starts to feel wrong, the design begins to look outdated, and the backend is becoming slow. Results start to decline. That’s when it’s time for a redesign. If it’s been more than four years since your last redesign, you likely need one.

This means rethinking everything: the content, the structure, the design, and the technology. Every page, every layout, and every pixel should be considered.

Yes, optimisation helps, but at one point, you need a fresh start.

Follow these 7 steps to boost your image SEO

Images can make your website look great, but they can also slow it down or hurt your SEO if used incorrectly. A few simple steps can make a big difference.

1. Use descriptive filenames – Rename your image files with specific, keyword-rich names. Instead of “IMG_1234.jpg,” use something like “red-running-shoes-nike.jpg”.
2. Write accurate ALT text – Each image should have clear ALT text. Describe what’s in the image and its purpose, including relevant keywords naturally.
3. Pick the correct format – Use JPEGs for photos, PNGs for images with transparency and graphics, and WebP or AVIF for smaller file sizes without losing quality.
4. Compress your images – Keep file sizes small (under 100KB if you can). This speeds up your website and helps with SEO rankings.
5. Resize images to fit the display – Don’t upload large images and rely on CSS to shrink them. Resize images to the actual size they will appear on the page.
6. Add width and height attributes to your HTML – This prevents layout shifts and improves your Core Web Vitals. Always include width and height attributes in the image tag.
7. Use lazy loading – To speed up loading, set images that aren’t visible on the screen to load only when the user scrolls to them.

Each one of these steps helps your SEO and makes your site faster and more user-friendly.

Make your content easy for AI to read

Do you want your content to appear in AI search tools like ChatGPT, Perplexity, or Google’s AI Overviews? To help large language models (LLMs) understand and quote your content, follow these tips:

• Clear headings and subheadings – Organise your page with H1, H2, and H3 tags. A well-structured page is easy for both people and AI to follow.
• Short, focused paragraphs – Stick to one idea per paragraph. Long blocks of text get skipped or misread.
• Easy-to-scan formats – Include bullet points, numbered lists, tables, and FAQs. These help AI pick up and reuse your content.
• Start with a clear summary – State the main topic and key takeaway at the beginning. Don’t hide the main point.
• Semantic cues – Use phrases like “in summary,” “step 1,“ or “common mistake.“ These make it easier for LLMs to understand what matters most.

The bonus? These techniques help human readers too. It’s a win-win for visibility and clarity.

Five things that affect your local search rankings

If you want your business to appear in local search results, focus on these key factors.

1. Google Business listing – This free tool from Google helps you manage how your business appears in Search and Maps. Claim and complete your listing to boost visibility.
2. Customer reviews – Reviews matter. They build trust and can improve your rankings. Encourage happy customers to leave a review and always reply to them.
3. Relevance to search terms – Make sure your business name, description, and website content match what people are searching for. The closer the match, the better your chances.
4. NAP consistency – Your Name, Address, and Phone number should be the same everywhere online, on your website, social media, directories, and listings.
5. Proximity to the searcher – Google often shows results based on location. If someone nearby is searching, your physical distance from them can affect how high you rank.

Focus on these five, and you’ll improve your chances of being found by local customers.

Your homepage is your elevator pitch

Your homepage has a big job to do, and just a few seconds to do it. Think of it like a micro elevator pitch. When someone lands on your site, they should instantly know what you do and why it matters. If it’s not clear, they will leave. They won’t stay around to figure it out. They’ll move on.

So make your message clear, simple, and strong. Your headline should tell visitors what you do. Use subheadings and short text to explain how you help and who you help.

Clarity keeps visitors on your website.

Optimise your anchor text for better SEO

Anchor text is the clickable text in a link, and it’s more important than you might think. Good anchor text helps both users and search engines understand what the linked page is about, which can improve SEO and the user experience. Here’s how to do it right:

• Use relevant, descriptive words – Avoid generic phrases like “click here“ or “this page.“ Instead, use anchor text that clearly describes what readers will find on the next page.
• Keep it short and focused – Anchor text should be brief yet meaningful. A few well-chosen words can make a big difference.
• Make links easy to spot – Use clear formatting so your links stand out from regular text. Underlines and colour changes help users know where to click.

Smart anchor text means better SEO and happier visitors.

Link to relevant sources that add value

External links can boost your credibility and help with SEO, but they need to be used effectively. Don’t just use random links. Make sure each link is helpful for your reader.  

Good external links:  

• Support your points with data or research.
• Provide more details or background.
• Direct readers to trusted sources in your field.  

Think about including statistics, infographics, how-to guides, or expert opinions, anything that adds depth to your content. When your links are relevant and high-quality, Google understands your content better, too. This benefits both your readers and your search rankings.  

Ditch the "read more" link text

Think about how your visitors feel when they see ‘Read more‘ five times in a row. Not very excited, right?

‘Read more‘ sounds like work. And for many people, so does ‘Learn more.‘ These phrases are overused and uninspiring.

Instead, create a unique call to action for each link. Make it specific to the content. Focus on the benefit, not just the task.

Examples:

• ‘See the full checklist‘
• ‘Get the tips’
• ‘Watch how it works‘
• ‘Find out what happened next’

Custom calls to action give readers a reason to click. They feel more natural, engaging, and less like homework.

Don't overdo redirects

Redirects help guide visitors to the right place if a page moves or is deleted. But too many redirects? That’s a problem.

Too many redirects can slow down your site and confuse users. They can also make your website look messy to search engines, which can hurt your rankings.
Temporary redirects, like 302s, are risky if they last too long. Google might think your site isn’t well-maintained.

Regularly check your redirects. Make sure each one has a clear purpose. If a redirect isn’t helpful, remove it. A clean structure, clear navigation, and fewer unnecessary redirects are what Google and your visitors want.

Use empty alt text for decorative images

Not every image on your website needs a description. Things like icons, spacers, borders, or decorative bullets are just visual extras. They don’t add meaning to the content. Describing these images with ALT text makes the experience harder for people using screen readers.

If an image is purely decorative, use an empty ALT attribute like this: alt=””.
This tells screen readers to skip the image entirely, making the page smoother and less distracting for users who rely on assistive technology.

However, do not leave out the ALT attribute entirely, as that is a mistake. It is needed for valid HTML. An empty ALT is the right way to handle non-essential images.

Cleaner code means better accessibility.

Focus on your content before seeking backlinks

Backlinks are great, but they only work if your content targets the right keywords.

If your pages aren’t designed to rank well, having backlinks won’t help much.  

Start with these steps:

• Research your keywords.
• Make sure your content matches what people are actually searching for.
• Use these terms naturally in your headings and text.  

Once you have this foundation, backlinks can improve your rankings. Without it, they’re just pointing to content that isn’t set up to succeed.

So before you go chasing links, make sure your content is SEO-ready.

Remove anything that slows down your site

A slow website drives visitors away quickly. People expect pages to load in just a few seconds. If your site takes longer, they will leave. Google also cares about site speed, and it affects your ranking.

What could be slowing your website down?

• Oversized images
• Unnecessary plugins
• Too many scripts
• Heavy themes or templates
• Auto-playing videos
• Unused code or tracking tags

Check your speed using tools like PageSpeed Insights or GTmetrix. Then fix what is slowing you down.

Streamline your site. A faster site means better rankings, more engagement, and happier visitors.

Not all backlinks are the same

A link from a high-authority website is much more valuable than one from a random blog.

Why? Google views some websites as more trustworthy and relevant than others. A backlink from a respected site carries more value and can significantly improve your rankings.

One strong backlink from a reputable source can be more beneficial than many low-quality ones. Therefore, focus on quality links, not quantity.

Push content above the fold

When someone clicks a link from Google, they want answers quickly.

If your page starts with a big image that pushes everything else down, visitors might leave. They’ll scroll away or go back. Instead, start with your headline and a strong introduction. Give people useful information right away. This sets the tone, builds trust, and helps your SEO.

You can put images at the top, but don’t let them push your actual content off the screen. Make sure your message is the first thing people see.

Think of your product descriptions as the ultimate sales tool

You’ve done a lot of work to attract your ideal customer with SEO, ads, and content. Now they are on your product page, reading the description. This is a crucial moment for closing the sale.

So, will they buy?

The answer relies heavily on your product description. It isn’t just extra text — it serves as a conversion tool. A good product description can turn uncertainty into a purchase.

It should:

• Highlight the benefits of the product
• Explain what makes the product unique
• Answer common questions
• Speak to your customer’s needs

If it’s rushed or vague, you’re losing sales. But if it’s clear, helpful, and convincing? That’s money in the bank.