When I bring it up at cocktail parties, web optimization is a topic that makes people's eyes glaze over. Other times well-meaning people at said party try to save me by blurting out that they know all about search engine optimization(SEO). And while website optimization does include SEO, it is so much more.

Web optimization is the secret weapon of savvy eCommerce sellers. It can help convert consumers at a higher rate and keep advertising costs in check. You can increase your advertising budget, but a more efficient way to accelerate sales is to make your website perform better. As DTC costs continue to rise, website optimization can keep costs in check. 

As an umbrella term, website optimization encompasses more than just search engine optimization (SEO). The term describes the process of modifying different elements of a website to improve outcomes. Those outcomes can include more sales, increased membership and subscription sign-ups, additional email captures, and more.

It can include minor changes, such as color changes and button placements, to more dynamic changes, such as reworking the whole checkout process. 

We have utilized web optimization to help numerous wineries increase traffic into the tasting room, ecommerce sales, email sign ups and much more. 

It can seem overwhelming if you need help knowing where to start. The first place to start is by understanding your company's financial goals and completing a 360 audit of your site's performance. It's like a secret shopper for your website.

By prioritizing the results of the audit in an immediate punch list, it can bring clarity to your website optimization project. In addition, evaluating and organizing which strategies provide the highest return on your digital marketing investment will start returning better conversions quickly. 

Nearly all wine customers visit your website before making a buying decision. They want to see the types of products and services you offer and read the positive testimonials left by your clients or customers. Unfortunately, a poor-performing website, where consumers either can’t complete their desired action or struggle to do so, leaves a terrible first impression, which means you lose out on opportunities to convert customer prospects into loyal patrons of your business.

Business websites for traditional brands have evolved from complementary marketing tools to the primary way businesses reach their target audience. In addition, the rapidly changing needs of consumers have triggered the rising importance of website optimization.