Some websites will want their visitors to register with them... Some will want visitors to add items into a shopping basket... Others will want their visitors to view as many pages as possible, and to continue to return to the website at regular intervals.

Every website is different, but the 5 steps that Webandwriting.com takes in order to optimise a website are always the same:

• Meet with the website owner and confirm what their Key Performance Indicators are (increased registrations and by how much, increased purchases and by how much, increased page views and by how much etc)

• Set up Google Analytics on a website in order to collate information that will help to confirm how visitors currently use it (what page do they land on when they first visit a site, where do they go once they have landed, where do they exit from etc)

• Supplement the above with a usability presentation, generated from a number of tests of your site carried out with a group of web users, which will summarise how people actually use your site

• Create a PowerPoint presentation (with design wireframes if appropriate) indicating suggested changes that will lead to the improvement of previously defined KPIs. This will be based on Google Analytics, the usability presentation, and the experience of the www.webandwriting.com team

• Once the changes have been implemented (and after a previously agreed period of time), create a report through Google Analytics indicating how the changes have improved defined KPIs