Spring Cleaning Your Website: How to Refresh Your Content, SEO, and UX

Written By Marlea Parson

Your website is your digital storefront, and just like a physical store, it needs regular upkeep. A cluttered, outdated website can drive potential customers away before they even have a chance to see what you offer. As we enter spring, now is the perfect time to audit, refresh, and optimize your site for better performance, user experience, and search rankings. Think of it as deep-cleaning your online presence so it works as effectively as possible for your business.

Step 1: Conduct a Thorough Content Audit

Content is the foundation of your website, but over time, pages become outdated, irrelevant, or redundant. A comprehensive content audit helps you identify what stays, what goes, and what needs improvement.

How to Audit Your Content:

  • Review all pages: Check for outdated pricing, discontinued services, or obsolete information.

  • Check for broken links: These can hurt SEO and frustrate users. Use tools like Screaming Frog or Ahrefs to find and fix broken links.

  • Refresh existing blog posts: Update statistics, add new insights, and improve formatting for readability.

  • Eliminate duplicate content: Duplicate pages can confuse search engines and hurt rankings. Consolidate or redirect where needed.

  • Assess readability and engagement: Ensure your content is easy to read, free of jargon, and engaging for your target audience.

After auditing, create a plan to update, rewrite, or remove content that no longer serves your business goals.

Step 2: Improve Site Speed and Mobile Usability

Website speed and mobile-friendliness are major factors for both SEO and user experience. Slow-loading pages drive visitors away and negatively impact search rankings.

How to Speed Up Your Website:

  • Optimize images: Large images slow down page speed. Use tools like TinyPNG or ImageOptim to compress images without losing quality.

  • Minimize HTTP requests: The more requests a webpage makes (for images, scripts, CSS files), the longer it takes to load. Reduce unnecessary elements.

  • Enable browser caching: This allows returning visitors to load your site faster.

  • Upgrade your hosting: If your site is consistently slow, consider a higher-quality hosting provider.

  • Use a content delivery network (CDN): CDNs help distribute your site’s content across multiple servers, improving load times for visitors from different locations.

How to Improve Mobile Usability:

  • Run a mobile-friendly test: Use Google’s Mobile-Friendly Test to check for issues.

  • Make buttons easy to tap: Ensure calls to action (CTAs) and links are large enough for mobile users to click easily.

  • Simplify navigation: Reduce excessive menus and clutter for a smoother browsing experience.

  • Ensure text is readable: Avoid tiny fonts or excessive blocks of text that make it difficult for users to skim.

Step 3: Optimize for Search Engines (SEO)

SEO is always evolving, so it’s crucial to keep your website aligned with best practices. A refreshed SEO strategy will help improve your rankings and drive more organic traffic.

On-Page SEO Refresh:

  • Update title tags and meta descriptions: Make sure they are compelling, keyword-rich, and under 60 and 160 characters, respectively.

  • Refine header tags (H1, H2, H3, etc.): Use headers to structure content for readability and keyword optimization.

  • Improve internal linking: Link to relevant blog posts, service pages, or FAQs to boost navigation and SEO.

  • Ensure schema markup is implemented: Structured data helps search engines better understand your site’s content.

Keyword Optimization:

  • Review your keyword strategy: Are you targeting the right keywords for your audience?

  • Optimize for long-tail keywords: Instead of just “SEO services,” try “best SEO strategies for small businesses.”

  • Ensure natural keyword placement: Keywords should flow naturally, not be stuffed unnaturally into content.

Step 4: Strengthen Calls to Action (CTAs) and User Flow

Your website should guide visitors toward a specific action, whether it’s making a purchase, scheduling a consultation, or signing up for your newsletter. Weak CTAs or confusing navigation can cause potential customers to leave without taking action.

How to Improve CTAs:

  • Make CTAs stand out: Use contrasting colors and larger fonts to draw attention.

  • Use action-driven language: Instead of “Learn More,” try “Get Your Free Consultation.”

  • Place CTAs strategically: Ensure there is at least one clear CTA above the fold and at the end of key pages.

  • Simplify lead capture forms: Ask for only the necessary information to reduce friction.

Step 5: Review Security and Compliance

Website security is essential for protecting customer data, maintaining trust, and avoiding penalties from search engines.

Security and Compliance Checklist:

  • Ensure SSL is enabled: A secure (HTTPS) site is a ranking factor and reassures visitors their information is protected.

  • Update all plugins and software: Outdated software can create vulnerabilities.

  • Check for ADA compliance: Ensure your website is accessible to all users, including those with disabilities.

  • Back up your website: Regular backups protect against unexpected data loss.

Step 6: Test Everything Before Relaunching

After making updates, test your website to ensure all changes work smoothly.

Final Testing Checklist:

  • Check all forms and buttons: Ensure they function properly.

  • Test site speed: Use Google PageSpeed Insights to confirm improvements.

  • Verify responsiveness: View your site on multiple devices to check for any layout issues.

  • Check analytics tracking: Ensure Google Analytics, Facebook Pixel, and other tracking codes are properly installed.

Conclusion: Make Your Website Work for You

Your website is often the first interaction potential customers have with your business, and a well-maintained, user-friendly, and optimized website can set you apart from the competition. By conducting a thorough content audit, improving speed and mobile usability, refining your SEO strategy, strengthening CTAs, and ensuring security, you can create a more engaging and effective website.

If you’re ready to take your website to the next level but don’t have the time or expertise, Stillwell + Co is here to help. Contact us today to make sure your digital storefront is working as hard as you are.

Marlea Parson
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