Success in the online world depends largely upon a delicate balance of Search Engine Optimization (SEO) and Conversion Rate Optimization (CRO).  Both are extremely important, but both are worthless without the other—page views don’t matter if your page doesn’t inspire anyone to take action; and even the best page will fail to meet its goals if nobody see it!

Fortunately, many SEO and CRO strategies are compatible—in fact, there are a number of adjustments you can make to your web design layout that will improve both your search engine rankings as well as your conversion rate.  Here are a few quick tips on web design layouts.

  • Start with a clear, on-subject title.  There’s no need to be overly elaborate or clever here—in fact, overly intricate titles add clutter (bad for conversion) while decreasing relevancy (bad for SEO.)
  • Include a strong and specific call to action.  Here’s a quick anecdote: back in 2008, Mozilla Firefox changed their call to action from “try Firefox 3” to “Download Now—Free! They immediately saw a substantial increase in downloads. Why? The strength and specificity and of the updated call to action was much more likely to inspire confidence. What’s more, specificity is always better when it comes to search engine rankings.
  • Quickly address all the important questions your customers may have—but don’t have everything you can do or sell right on your home page.  
  • Keep your front page uncluttered and focused on the goal (sign up, make a purchase, etc.) while including separate pages for FAQs, product descriptions, photos, reviews and feedback, terms and conditions, and a company blog. This can help to improve conversion (by centering your homepage on the opportunity to convert,) while still being genuinely helpful to your users (by including easy-to access information,) and boosting your search engine rankings (by including lots of relevant content.) – Here’s a great article with 100 key questions to ask also when you re-design or design a new website: http://marketingland.com/100-questions-you-must-ask-when-developing-web-site-86342

Here’s a great infographic that helps you design an effective home page:

effective webdesign layout infographic