How to Optimise Your Business Website on a Budget

In today’s digital landscape, a website is essential. However, maintaining an optimised site can be challenging, particularly for small businesses operating on tight budgets. Are you regularly updating your website? How often do you audit your site’s performance? Are you encountering errors in Google Search Console? The good news is that you can achieve significant improvements without incurring substantial costs. This guide will provide you with a range of free strategies and tools to enhance your website’s performance and visibility.

Important Note: While the tools mentioned are free, they will require your time and effort.

1. Supercharge Your Site Speed for a Better User Experience

Website speed is a critical factor for both user satisfaction and search engine rankings. A slow website can lead to frustrated visitors and higher bounce rates. Thankfully, you can make significant improvements without spending a penny.

• Compress Your Images for Lightning-Fast Load Times:

Large image files are notorious for slowing down websites. Optimising them reduces their file size without sacrificing visual quality. Use free online tools like TinyPNG and Squoosh to compress your PNG and JPEG files. For WordPress users, install free plugins such as Smush or leverage the free tier of ShortPixel to automate image optimisation. Aim to keep your image sizes under 70 KB for optimal performance.

• Minimise HTTP Requests for Quicker Resource Delivery:

Every element on your webpage (images, stylesheets, scripts) requires a separate request to the server. Reducing these requests can noticeably improve loading speed. Explore if your free WordPress theme offers options to combine CSS and JavaScript files. Utilise free online CSS Sprite Generator tools to combine multiple small images into a single image file, reducing the number of server calls.

• Enable Browser Caching for Speedy Return Visits:

Browser caching allows visitors’ browsers to store static elements of your website locally, so they don’t have to download them again on subsequent visits. If you’re using WordPress, install free caching plugins like the free version of W3 Total Cache or LiteSpeed Cache. For those on other platforms, check your hosting provider’s documentation for server-level caching options or use free .htaccess file generators available online and configure appropriate expiry times for static assets.

• Choose Reliable Hosting (Even on a Budget):

While not a direct optimisation tool, your hosting provider significantly impacts your website’s speed and reliability. Research budget-friendly shared hosting providers that are known for their speed and uptime. Compare introductory offers from providers like Bluehost or SiteGround, keeping an eye on their server response times and uptime guarantees.

2. Make Your Website Mobile-Friendly for Everyone

With the majority of internet users browsing on mobile devices, ensuring your website is responsive is no longer optional—it’s essential.

• Embrace Responsive Design with Free Themes:

Responsive design adapts your website’s layout to fit different screen sizes automatically. Explore the vast library of free responsive WordPress themes available on the WordPress.org theme repository. Popular and highly-rated free options include Astra, OceanWP, and GeneratePress.

• Validate Mobile-Friendliness with Google’s Free Tool:

Google provides a simple yet powerful tool to check how mobile-friendly your website is. Regularly use Google’s Mobile-Friendly Test to identify any usability issues on mobile devices. Pay attention to factors like viewport configuration, touch element sizing, and text readability.

• Consider Accelerated Mobile Pages (AMP) for Blazing Mobile Speed:

AMP is a Google-backed open-source project designed to create incredibly fast-loading mobile pages. If you’re on WordPress, consider implementing the free official AMP plugin to create AMP versions of your key content, such as blog posts and product pages.

3. Lay the Foundation for Search Engine Success with Free SEO Tools

Search Engine Optimisation (SEO) doesn’t have to break the bank. Several free tools can help you improve your website’s visibility in search results.

• Conduct Keyword Research with Google Keyword Planner:

Understanding what terms your potential customers are searching for is the first step in SEO. Use the free version of Google Keyword Planner (requires a Google Ads account, but you don’t need to run ads). Explore other free (with limitations) tools like Ubersuggest or AnswerThePublic for additional keyword ideas. Focus on long-tail keywords that are specific and less competitive.

• Master On-Page SEO with Yoast SEO (Free):

On-page SEO involves optimising the content and HTML of your individual web pages. If you use WordPress, install the free version of the Yoast SEO plugin. It provides valuable guidance on optimising your titles, meta descriptions, headings, and content with relevant keywords.

• Boost Local Visibility with Google Business Profile:

For businesses with a local presence, optimising your Google Business Profile is crucial. Claim and fully optimise your free Google Business Profile (formerly Google My Business) with accurate information, engaging photos, and by actively managing customer reviews.

💡Ask us about our budget-friendly Starter SEO package for Startups

4. Track Your Progress with Free Analytics Tools

Understanding how visitors interact with your website is key to making informed decisions and improvements.

• Gain Insights with Google Analytics:

Google Analytics is a powerful free tool that provides comprehensive data about your website traffic, user behaviour, and conversions. Set up a Google Analytics account and integrate it with your website to track key metrics like traffic sources, bounce rate, time on page, and goal completions.

• Monitor Performance and Identify Issues with Google Search Console:

Google Search Console is another free tool that helps you monitor your website’s performance in Google search results, identify crawl errors, and submit sitemaps. Verify your website with Google Search Console and regularly check for any errors or warnings that could be affecting your site’s visibility.

5. Leverage Free Marketing Tools to Reach Your Audience

Promoting your website doesn’t always require a hefty advertising budget. Several free tools can help you connect with your target audience.

• Harness the Power of Social Media:

Platforms like Instagram, Twitter, and LinkedIn offer free ways to build brand awareness and drive traffic. Identify the social media platforms where your target audience spends their time. Develop a consistent content strategy and utilise the native features for posting and engagement. Explore free scheduling tools like the free plan of Buffer to manage your social media presence efficiently.

• Build Relationships with Email Marketing (for Free – Initially):

Email marketing is a direct and effective way to nurture leads and promote your business. Start building your email list using the free plan of Mailchimp , Brevo or MailerLite (for a limited number of contacts and sends). Offer valuable incentives for sign-ups and segment your list for more targeted communication.

• Attract Organic Traffic with Valuable Content:

Creating and sharing informative content can significantly boost your website’s organic traffic over time. If you don’t have a self-hosted WordPress site yet, consider free blogging platforms like WordPress or Medium to start publishing. Use free design tools like Canva to create visually appealing graphics for your content. Focus on creating high-quality, keyword-optimised content that addresses your audience’s needs.

💡Need help finding the right marketing tools for your business? Book a 30-minute consultation session with us!

6. Enhance User Experience (UX) for Happy Visitors

A positive user experience keeps visitors engaged and encourages them to return.

• Keep Your Design Clean and Intuitive:

A simple, easy-to-navigate website is crucial for a good user experience. Explore the free, clean themes as mentioned above. Prioritise clear navigation menus, legible fonts, and a consistent visual style.

• Structure Content for Easy Reading:

Well-structured content is easier to scan and understand. Utilise headings (H1, H2, etc.) and bullet points within your website’s content editor to break up text and highlight key information. Ensure your headings are descriptive and incorporate relevant keywords.

• Test Your User Flow:

Make sure visitors can easily find what they’re looking for and complete desired actions on your website. Manually test the key user journeys on your site. Ask friends or family to navigate it and provide feedback. Consider using Microsoft Clarity (completely free) or the free plan of Hotjar for basic heatmaps and session recordings to understand how users interact with your pages.

7. Continuously Monitor and Optimise with Free Tools

Website optimisation is an ongoing process. Regularly monitoring your website’s performance and making adjustments is key to long-term success.

• Leverage GTMetrix & Google PageSpeed Insights:

These free tools provide valuable insights into your website’s speed and offer actionable insights for improvement. Regularly test your website using the free versions of GTMetrix and Google PageSpeed Insights. Pay attention to the identified issues and prioritise implementing the suggested optimisations.

On a budget? No problem!

Optimising your website on a budget is entirely achievable by focusing on these key areas and leveraging the wealth of free tools available. By dedicating your time and effort, you can significantly improve your website’s performance, attract more visitors, and ultimately grow your business.

However, if you don’t have the time but also have budget constraints, we’re here to help. Book a 30-minute free business consultation with us, and we can evaluate how we can fit in with your budget! If you’re not ready yet, you can also check out our web development services or the work we’ve done for other businesses like yours.