4 Tested Website SEO Performance Boosts Your Agency Should Tap Right Now

Every digital agency is actively looking for new ways to improve the marketing performance of its clients.

While your digital marketing strategy may emphasize SEO, increasing click-through rates, and reducing bounce rates, there is an often overlooked method that many agencies miss.

You may have a hidden treasure trove of conversion rates right in front of you.

But first you need to pave the way to your site.

Here's everything you need to know about accessibility, and what you can do to boost your customers' performance.

The untapped part of your marketing strategy

Online communication is a powerful component of a comprehensive marketing strategy with untapped potential to increase performance and engagement.

So, it's very likely that most of your competitors haven't included it in their web strategy – giving you an immediate advantage by implementing it.

But what exactly is web access? And ?

How does this affect marketing strategy?

By making your customers' sites easier to understand, navigate, read and crawl, you'll naturally:

Expanded site reach: You can dramatically increase the reach of your client's site, ensuring engagement and a superior user experience for everyone. In reality, ; By incorporating web accessibility, you will likely gain a large number of new customers for your target audience of customers.

A connected user experience: By optimizing the web experience to meet the unique needs of each individual, especially people with disabilities, you naturally create a faster, cleaner experience for all users.

Better Navigation: By removing obstacles that hinder smooth navigation, you will naturally be able to build a better link structure on the site.

Do any of these sound familiar?

If you relate to SEO and Core Web Vitals (CWV), you will recognize these factors as contributing factors to ranking signals.

So, when you want to improve your value proposition and increase customer outcomes, web accessibility is a game-changer. This not only advances digital justice, but also delivers tangible marketing results.

4 steps to increase website performance by improving web accessibility

Your agency's web accessibility and marketing performance share the same DNA.

Think of them as two sides of the same coin, or better yet, as relatives in the website world.

Here are four common performance improvement components associated with embedding accessibility on your clients' sites.

Step 1. Add alt text to improve search visibility.

Search engines have a soft spot for accessible websites.

When your customers' websites are more accessible, they're also telling search engines what they want to hear.

For example, properly labeled images improve accessibility and searchability of images. Alt text is important for conveying information in images and illustrations to ensure that people using assistive technology get as much context and understanding as possible from the overall content.

How to write high-impact alt text

To improve search visibility and increase the chances of your clients' sites appearing on more search engine results pages (SERPs):

Understand images that are useful, decorative, functional or complex.

Identify informational images, then write alternative text for the images using the necessary information, describing them in detail. Don't forget to include the emotional implications of the image.

Filter out ornate images, such as ornate elements or stylistic elements that lack meaningful context. Then write the alt text as "empty" such as <img alt=""> so that screen readers don't waste users' time by announcing it.

Take your own active photos, which describe what happens when you click an image, such as a "download" icon. Next, make sure that the alt text does not describe the images but explains their functions instead.

Take your own complex charts or graphs, then write alternative text describing the information in the images.

The Easy Way

Going back and manually writing descriptions for hundreds or thousands of images on your site is labor intensive. Instead, you can save time and money and let UserWay's automated alt image tool create alt text for you using AI. This is one of UserWay's most popular AI features.

Alt text best practices

To make sure your alt text gives readers everything they need to understand, and to make sure search engines can rank your customers' content:

Less is more: Make sure your alt text is less than 125 characters, including spaces, when possible.

Don't skimp on quality: Pay close attention to the accuracy and conciseness of the information an image provides.

Do not use text images, except for logos whenever possible. If used, the image alt text must include the same words as the image.

For image maps, with multiple clickable regions, group alt text provides overall context for the map. Any clickable area should also contain its own individual alt text, which describes the destination and purpose of the link.

Never assign a random, vague, or confusing alt text description to an image to increase your accessibility score. This can cause confusion and frustration for the screen reader user. Accessibility of alternative text depends on providing useful and practical alternative means of use. Poor or random alt text descriptions can be worse than no alt text at all.

Step 2. Create a clear header structure: Best practices for increasing rankings and better understanding of content

Likewise, clear heading structures are placed in the correct order in screen readers and search engine robots alike.

a result? You can see an increase in rankings that can put your agency above your competitors.

How to write keyword-driven headers - best practices

A great keyword strategy and header structure can improve your customers' performance on more search engine results pages (SERPs) in the long run. This will help every site visitor find exactly what they are looking for.

Place your primary and secondary keywords so that both search engine robots and readers can understand the content on your customers' pages.

For header keywords, you need to balance SEO considerations with accessibility. For example, while you need to showcase your desired keywords, it's important to make sure the wording and context are easy to understand and to the point.

Organize your headers in the correct hierarchy so that screen reader users, for example, can easily navigate the content without wasting time. This means tagging H1 and H2 so that the content is read in the correct order and is easier to navigate.

Do not forget that the titles should be arranged in the correct order, i.e. in chronological order. So there is no need to go directly from H1 to H3.

Step 3. Enhance UI/UX: Look for accessibility barriers to optimize your site for all visitors
Websites - User Experience.

With 88% of digital visitors vowing to never return after a bad site experience, it's clear that accessibility isn't just a nice-to-have, it's a must-have. Read on to learn how fixing accessibility issues links to better performance.

How easy are your clients' websites to use, especially for people with disabilities?

Do you ensure all users have an intuitive browsing experience?

UI/UX best practices

These best practices range from hiring certified testers to test your site with assistive technology to automated tools that instantly check your accessibility score.

Hire certified testers to create real use cases using assistive technology such as eye trackers, different brands of screen readers, or Braille readers.

Schedule your manual testing on a recurring basis, at least once or twice a year, so you can maintain high quality of use as your content evolves.

Enhance manual testing with real-time automated scanning of web pages that can be running in the background, notifying you of any changes in usage.

The easy way

Leading digital accessibility platforms like UserWay combine the best of both worlds, from IAAP-certified auditors who dig deeper into your websites.

Step 4. Naturally Improve Conversions

Nothing speaks volumes more than strong conversion rates.

It is the ultimate measure of a campaign's effectiveness in converting interest into measurable results.

Let's take a look at a case study of how a company built traffic to its clients' websites and achieved better conversion results.

Case Study: How Natural Intelligence Boosted Conversions with UserWay

Meet Natural Intelligence, the company behind big names like Top10.com and BestMoney.com. Founded in 2009, it has made it its mission to simplify the decision-making process, influencing the choices of 50 million consumers annually on its sites globally.

Challenger:

With a 60-person product team obsessed with delivering top-notch user experiences, they faced a hurdle: making their sites welcoming to everyone. They tried to find a solution that met both web accessibility and performance but it was "chasing a unicorn".

Solution:

UserWay's AI-powered tool has changed the game for natural intelligence, enabling them to achieve their access and compliance goals. And the number? They talk about themselves. Within months of collaborating with UserWay, Natural Intelligence saw a significant increase in its metrics:

• Click-through rates: up to 1.0%.
• Bounce rate: less than 0.5%
• Return per click: increased by 2.4%.
• Revenue per visitor: 3.5% increase.

The relationship between web accessibility and high conversion rates is not just coincidental, it is consequential.

Natural Intelligence client websites are now more comprehensive than ever, attracting more users and increasing credibility scores.

So, when planning your next big increase in conversions and revenue, ask yourself: Is web accessibility part of your digital strategy?