The function of your website is to guide and persuade your potential buyers and users toward that purpose. The less friction your users experience in their quest to navigate your website toward a goal, the better your site’s usability is. Content can improve, or take away from, your usability.

1. SEO: THE
BASICS
A GUIDE BY CLICK
INTELLIGENCE
3 WAYS OPTIMISED
CONTENT IMPROVES
WEBSITE USABILITY

2. 1. Relevant
Content Is
Mapped to the
Buyer’s Journey
The buyer’s journey typically includes three
phases:
Awareness: Some sort of symptom triggers
the potential customer.
Consideration: The user has named their
problem and is conducting research on how to
solve it.
Decision: The individual knows what product
or service they need and is deciding which
company to purchase from.
The buyer’s journey is critical to building a
content strategy.

3. 2. Optimised Content
Has Visual Cues
Visual cues include:
Headers
Bolding
Lists
Short paragraphs
Graphics
Colors

4. 3. Accessible Content
Is Built for the Web
A strong content strategy takes usability into
consideration for today’s website user.
This means that your content is optimized
for:
Speed.
Accessibility.
Mobile experience.
From a “words on the page” perspective, a
lot of the items mentioned in the visual cues
bullet already help with mobile optimization.

5. Thank you!
For more information visit
www.clickintelligence.co.uk
or ring 01242 807842