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The basics: run a performance-driven website

You deserve more market share

Ever wonder how some businesses seem to get all the customers? 

If you’re in business, it’s because you believe you have what it takes to do better than your competition.

You have a stronger product or service, and your clients love you—as indicated by your 5-star Google review ratings, and social proof in testimonials.

Everyone should know about you and what you can do for them.


Then why is your competition owning the top real estate for Google Search Engine Page Rankings (SERP)?

Why do you run into their brand every time you go to a conference or listen to their keynote address during that same conference?

How did they get that first phone call that turned into a long-term contract?

You are not a jealous person. So, let’s get that straight. 

That said, you are a competitor and are fully invested in your product or service. You are a firm believer that it straight-up meets—and beats—the competition on what it offers.

Here’s the truth: there is no magic bullet to earning market share. It’s a process and it requires a strategic approach.

If you are serious about growing your business, you need to have your online presence and digital marketing in order.

Make meaningful moves. For free.

This playbook outlines what you can start doing today to set your stage for future success, and includes best and promising practices for better customer acquisition.

And, you might be surprised: none of it will cost you a cent in terms of your monetary investment. 

But, it will cost you a time investment.

The payoff? It’s a return on time spent which is worth more than its weight in gold.

The basics: run a performance-driven website

In almost every possible scenario, when your ideal client or customer hears about your product or service, their first stop is your website

Arguably, close behind is a review of your social media channels.

That said, before they ever pick up the phone, send an email, or step foot into your physical location, they will check out your website. 

Simple as that. 

As a small–to–medium market brand, your website must set you apart from everyone else—before you've had a chance to earn their business and trust. 

Key questions about your website

Ask yourself these questions about your website:

  • Does it load lightning fast? 
  • Does it give people a clear path to convert? 
  • Are you proud of the design and how it portrays your business? 
  • Does it function well on mobile devices? 
  • Are you keenly aware of how people actually use it before they submit your contact form or click your phone number? 

Unfortunately, if you answered "no" to any of the above questions, there’s a high chance you do not have a performance-driven website. 

If you want to know exactly how Google views your site from a performance perspective, head over to GTmetrix to generate your free report. 

So, what makes a performance-driven website?

Here are five identifiable characteristics that back nearly every performance-driven website. 

1. Speed

Performance-driven websites load lightning fast. 

Slow-moving websites? Frustrate the heck out of your ideal clients or customers. 

Not to mention, speed and structure are also a key factor in Search Engine Optimization (SEO), and make it easier for search engines, such as Google or, gah, even Bing, to determine your rankings in SERPs.

You can improve speed in several ways, such as your hosting choice, optimizing file sizes, plus limiting and removing plugins for your page or site builder. 

2. User Experience (UX)

People trust usable sites. 

Clients and customers love Calls to Actions (CTA), or even better: Calls to Value (CTV). The easier it is to convert, the more likely they will click on a button that has an intent behind that same click. 

When clients or customers read your copy, and make a decision to learn more about your brand, don’t sell yourself short with vague CTAs. 

In a nutshell: every client or customer has a lizard brain.

And, lizard brains? Never want to think. 

It doesn't want to look at your Calendly link, or for that matter: anything to do with scheduling. Scheduling activities are full of friction and feel like it will take hours to accomplish. It’s why everyone avoids booking a meeting right away.

Be considerate of your users' needs

Don’t make your clients or customers think or perform mental gymnastics (because they won’t). 

Instead, make it easy for them to take action with click-boosting buttons

And, while you’re at it, clean-up any broken links. Sure, a nicely-designed 404 error page is worth it, but avoid extra clicks if you can help it. 

A good rule of thumb to follow for decluttering your menu navigation is taking the 7+/-2 approach: aim for five tabs on your menu and at most, only have nine if you absolutely, positively must. 

Add drop-downs instead to win the day.

3. Speak to thumbs

A Mobile First Approach (MFA) is not a design option anymore: it’s a necessity. Don’t add full menu tabs in mobile menus.

Use burger menus instead: that little icon with the three-stacked horizontal lines. Almost anyone who finds your site will end up visiting it on their smart devices, such as phones or tablets.

Don’t lose them because your site is not properly optimized to speak to your client or customer thumbs.

Speaking of thumbs, another rule of thumb to follow is called Fitt’s Law: make your buttons large enough for readers to select it, add ample spacing for your copy, and place it closest to their fingers. 

4. Technical SEO

Adam Sandler once said, “If a tree falls in the forest—is that the perfect place for a Nickelback concert?”

Jokes aside, the gist here is that you can have the bestest, most coolest website in the world, but what if your SEO is not up to par?

It’s one thing to build a site that converts traffic into leads or customers. It’s another thing entirely different if they can’t find you.

SEO is not a fad anymore. It’s a vital part of your infrastructure.

Get it? Got it? Good.

5. Know your numbers

Performance-driven websites carry out a non-exhaustive list of key missions: it’s your 24/7 online salesperson.

Your website sells your products in Edmonton or Tokyo.

It makes it easy for your clients or customers to leave lead information.

And, it makes it easy for clients or customers to book that sales call or arrange a demo meeting.

As the web manager, or founder, or owner, or marketer, you need to know how to analyze and track your data to build awareness for your products or services. 

Speaking of data: have you updated to Google Analytics 4 (GA4) yet? 

You should.

Google ended data collection for its standard Universal Analytics as of July 1, 2023. Learn more about the importance of analytics for your business here

Putting it all into practice

Much like any skill in life, you can also become a great web designer with a marketing mindset by studying, experimenting, and building sites.

But, you may not have time for that.

You’re running a business, after all.

You can save time, money, and frustration with a site by Clickex. We manage the design, development, and ongoing monthly management to nail every single point outlined above.

We are on a mission to bring tens of thousands of hours and millions of dollars (actually) of web design and digital marketing experience to up–and–coming Alberta small businesses.


By offering value where your typical web design firm will let you down (yes, we copywrite your entire site).

We ask the right questions to uncover your business needs and unpick your marketplace.

We break down your project into clear and measurable deliverables with a unique brand voice and positioning, with real levers to scale your business.

Want to learn more about how Clickex is the next best click for powering your growth? Chat with our team today and let us show you how to build a legacy brand through the power of the internet.


Todd O'Keefe, BPR

Considered an OG copywriter — Todd has been writing since being knee-high to a grasshopper. His writing chops include everything from copywriting to business writing, and heck: even writing the menu for food and beverage joints. His more than 20 years of experience includes government, post-secondary and schwacks of startups. As your brand steward, he speaks to one reader and scales for larger markets.

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