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9 Essential Optimisations to Modernise Your Website

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During the holiday season, businesses can expect higher sales and a boost in revenue. However, companies need to take care of running websites to make the most of their online presence.

Do not expect an old, outdated website to woo customers of the latest internet-savvy generation. However, a business doesn’t need to start building from scratch. With the proper optimisation techniques, businesses can create an optimum user experience that drives conversions.

The following 9 Optimisations can Modernise & Prepare a Website for a User-Friendly Experience

#1. Upgrade to Mobile-Friendly Design

The world has gone mobile, and the evidence is that 58.99% of all internet traffic is from mobile devices. The infographic below offers insights into the rising popularity of mobile devices for online browsing and other activities.

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Mobile-friendly designs produce the impetus necessary for an engaging user experience. So, leverage mobile-friendly themes for your website to ensure an incredible performance over mobile. You must also conduct responsive design testing to analyse your website performance over multiple screen sizes.

#2. Eliminate or Repair Broken Links

Users find broken links an annoyance. There is an unnerving feeling that a website is spam when a web visitor lands on a broken link. The result is reduced website credibility when the user hits broken links. So, repairing or removing the broken links from your website is critical.

#3. Implement a Clutter-Free White Space Design

Do you suffer from a high bounce rate, or your website has good traffic but a poor conversion rate? Chances are high that your website has a cluttered UI, meaning every other element has been placed onto the website without a proper balance of white space.

White space is also referred to as blank space and is mainly the website section that is entirely free from images, texts, or design attributes. An optimum balance of white space leads to more significant visual impacts and helps the user navigate the website.

#4. Optimise Page Loading Speed to Less than 3 Seconds

The faster the web page loads, the greater the conversion rate you can reach with your website. Page speed performance is a critical factor for web performance for both search engines and web visitors. A web page that takes more than 3 seconds to load is bound to lose nearly 50% of the website traffic depending upon the location of the visitor. Ultimately, it also means a 50% rise in the website’s bounce rate.

The following infographic offers insights into the user’s patience with the web page loading speed by region.


Another significant reason for achieving good speed performance for a website is SEO rankings. Google’s search engine tends to offer a good rank for websites with fast performance and poorly for those with poor speed.

Leverage website speed tests to determine your website’s performance over different internet browsers and search engines. In case of low speed, you need to optimize images and visuals, leverage CDN, and update browser caching for optimum¬† performance.

#5. Perform Iterative Testing

The design elements present in a website must have good visuals over all significant devices, screen sizes, and browsers for a more extensive audience reach. Simply put, a website must have a consistent appeal for different devices and not lack any functionalities on any web browser or device.

An ideal way to ensure the developed design produces consistent performance and appeal is by performing iterative web design tests on real browsers and devices. So, you must ensure that any design changes or your existing web design (in case there’s no modification) undergoes and passes the browser compatibility matrix.

#6. Ensure HTTPS Enabling

HTTPS, or hypertext transfer protocol secure, was initially introduced in 1995 and soon started gaining popularity. By 2000 a significant number of websites adopted HTTPS for their online presence. It is a mix of HTTP with a secure socket layer that adds security to the websites.

In 2017 the worldwide popular search engine Google started preferring HTTPS-secured websites over simple websites, and since then, there has been no going back. So, just in case your website is not already HTTPS enabled, you need to enable it for better performance over SERPs.

#7. SEO Optimisation

When considering a modern website design, one cannot ignore the significance of SEO practices in websites. While good ranks are a result of traditional content marketing and other similar strategies, it’s essential to have basic SEO optimisation at all levels. Optimising heading tags, meta titles, and meta descriptions leads to a significant positive impact on design.

#8. Leverage Chatbots

A chatbot can go a long way if your website deals in customer service. Notably, two-thirds of all fintech-based enterprises in the United States have already adopted chatbots. The chatbot’s significance can be seen in Healthcare, IT, Finance, and other markets.

Chatbots are helpful manipulation for answering FAQs about a business or its services. Moreover, they offer a personal touch to a website. So, integrating chatbots is mainly becoming a trend in modern website design.

#9. Employ Neat & Consistent Typography

You may not realise it, but neat and consistent typography is vital in building credibility among web visitors. Different fonts on the same page or other pages of the same website fails to hook up the web browser and creates a distorted brand image of the company. So employ standard web fonts that go with your website background colour and offer an excellent readability to visitors.

Wrapping Up

This article was about modernising your website for improved conversion and maximum web performance. While some of them, like repairing broken links and HTTP enabling, can be done by any non-technical person, others require help from experienced experts.

Connect with a leading web developer agency to ensure effective website optimisation, leading to better web performance and a higher conversion rate for your business.


Kossi Adzo is the editor and author of He is software engineer. Innovation, Businesses and companies are his passion. He filled several patents in IT & Communication technologies. He manages the technical operations at

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