The first question to ask yourself is; does your website reflect your business, your professionalism, your experience? 

If the answer is no, pick up the phone to a friendly digital agency and chat to them about options. It might be that with a few tweaks your website can be transformed or if your website has limited functionality, it would be wise to consider creating a bespoke site from scratch.

Either way, websites are an investment into your business, so it is important that they earn their keep!  They aren’t something that should just be built and then forgotten.

With a few simple steps, Business Espresso can really help you harness your website’s full potential. Your website needs to be easily found by the search engines (SEO) and your website visitors need to be converted to paying customers (CRO).

Here are some useful tips to help you navigate this, sometimes, confusing world.

Search Engine Optimisation (SEO)

SEO refers to the activities involved in optimising your website’s chances of having a top ranking in the search engines.

Firstly, decide which words / phrases your potential customers would use in a search to find your business and businesses like yours.  These are your keywords.  Once you have defined these, you need to link these to your website content.

To do this, we recommend using a free SEO plugin such as Yoast for WordPress or ensure you complete all the SEO sections provided by web platforms such as Squarespace, Shopify etc.

Important to know; every image and every container of text within a web page can have an Alternative (Alt) Text or Tag applied to it.  Think of these as hooks for the search engines to grab on to.  Decide on a keyword / key phrase for each web page and add these throughout.

Conversion Rate Optimisation (CRO)

CRO refers to the vital task of turning a passing visitor into a paying customer.  CRO is vast and complex but these are three most important and achievable things to consider:

Your site should load in 1 – 3 seconds (any longer and you will start to lose visitors). You can help achieve this by compressing all images to below 500Kb. We recommend free website

Users must understand what your business offers within 3 seconds of looking at your website. Is your headline messaging clear and succinct?

Lastly, make your site extremely simple to navigate around.  The less clicks the better!


By publishing a blog, you are creating new, searchable content and demonstrating to the search engines that your website is active and current. This helps hugely to increase your domain ranking and by sharing your blogs, you can drive further traffic to your website. Make sure your blogs are based around your keywords / phrases and ensure they answer a question. Blogs that are useful to readers will be shared!

Designing a new website can be a daunting prospect. We ensure the process is seamless and stress-free by managing the project from start to finish and in complete collaboration with the client.

About the authors…

Natalie and Stephanie are our lead website designers with years of experience in web design, SEO, CRO and project management. They excel in working with our clients to produce beautiful and high performing websites.

Contact Natalie and Stephanie