10 Website Upgrades That Improve Marketing Results The Most

#1 Update High-Value Landing Pages First #

A lot of campaign performance comes down to the page after the click. You can do a good job with the ad, the targeting, and the offer, then still lose potential customers because the landing page feels hard to follow or takes too much effort to use on mobile devices.

Check that the headline lines up with what brought people there, that the web design helps them scan quickly, and that the visual elements support the message instead of pulling attention away from it. Bring proof closer to the CTA, trim anything unnecessary, and keep forms short. Small, strategic changes like these can make your marketing campaigns close the deal much faster.

#2 Fix Forms, Tracking & Integrations for Better Marketing Data #

Sometimes the problem isn’t the page you can see. Everything looks normal on the front end, but leads stop reaching the CRM, tracking falls away, or reports stop giving you the full picture.

That can massively throw off your website traffic data.

It’s worth checking your forms, event tracking, CRM handoff, and any integrations tied to lead flow or reporting. Make sure submissions are going where they should, conversions are still being recorded, and nothing has broken in the background.

Because if the data is wrong, it’s a lot harder to judge campaign performance, spot problems early, or know where your leads are really coming from.

#3 Gather Feedback to Improve The Site with CRO #

Website updates often start with someone saying, “I think people want this on the page.” Conversion rate optimization (CRO) gives you a better answer than that.

You can base marketing decisions on real behaviour, seeing where people are getting stuck, where they lose interest, and what they actually respond to.

Heatmaps, session recordings, A/B tests, and form analysis all help you collect feedback you can use to improve the page with a bit more strategy. If people keep tripping over the same section, ignoring the same CTA, or dropping out at the same point, that tells you plenty.

Upgrade CTAs to Meet Your Audience Where They’re At #

We’ve seen so many websites that ask for the same thing on every page. Book a call. Contact us. Get in touch. 

The problem is that not everyone is ready for that step yet. If someone’s still getting familiar with you, a better CTA setup gives them something that feels easier to say yes to, like reading a case study, downloading a guide, checking pricing, or watching a demo first.

It’s worth looking at whether your CTAs feel repetitive, too vague, tucked in the wrong place, or a bit too demanding for where someone is in the journey.

Improve Load Times So Delays Don’t Cost You leads #

Google found that 53% of mobile visits are abandoned if a page takes longer than 3 seconds to load, which gives you a pretty good sense of how little patience people have on key conversion pages.

But not every speed issue needs to shoot to the top of the list. Start with the pages tied to campaigns, service enquiries, and lead generation, because slow load times on those pages can make people lose patience before they’ve taken the next step.

A few repeat offenders tend to be behind poor performance: bulky templates, too many scripts, weak caching, and poor housekeeping around optimizing images. When you fix those issues, the leads you’ve worked hard to get onto your site via marketing campaigns won’t be put off by a slow page.

Make Technical SEO Upgrades for Better Search Visibility #

When your site is set up properly for technical SEO, search engines are more likely to understand your content, show the right pages in results, and send people to the parts of the site that support enquiries and leads. Here are the basics to check and upgrade:

• Make sure the site structure is clear and easy to follow
• Add better internal links between related pages
• Check all the links and fix any broken links
• Tidy page titles, descriptions, and other metadata
• Run regular SEO analysis, refresh keyword research, and choose the most relevant target keywords for each page
• Strengthen pages tied to local SEO and your Google Business Profile.

That kind of upkeep supports stronger search engine visibility over time.

Give Different Audiences Their Own Pathways #

Some websites try to speak to everyone at once. The result is that visitors land on a page and have to do too much work to figure out whether it’s for them, which offer fits, or where they’re supposed to go next.

Clearer audience pathways can be a huge help here. Give people an easier route through the business by pointing different audiences to the pages that make the most sense for them.

That might mean audience-specific entry points, stronger industry pages, start-here sections, or clearer links to the next step. When people can find themselves in the site faster, they’re more likely to keep going.

Upgrade Templates So Marketing Can Publish New Content Faster #

Some website upgrades pay off because they help your team get things out the door faster. If every campaign page, layout tweak, or test needs developer support, the work starts backing up and simple tasks become more of a production than they need to be.

Templates and content blocks can take a lot of pressure off. Reusable sections, modular CTAs, and cleaner page layouts make it easier to publish new content, spin up new pages, and improve existing content without relying on developers for every little change.

You can read more about website builders and how they help marketing teams in our other blog.

Optimize Content for AI Search Results #

Search isn’t just a list of blue links anymore. AI overviews, answer engines, and voice search tools are pulling information straight from pages that are easy to read, easy to scan, and clear on what they’re about.

That means your content needs to be structured well. Strong headings, one clear topic per page, direct answers to common questions, and useful links between related pages all make a difference.

It’s also worth regularly updating older content so it still reflects what your company actually does now. The easier your pages are to understand and the more up-to-date they are, the better your chances of earning more traffic from AI-powered search.

Prioritize Website Upgrades That’ll Do The Most Good

Not every upgrade needs to happen at once, and not every one deserves the same level of urgency. The useful work starts with knowing which pages, journeys, and weak spots are having the biggest effect on performance right now.

That’s the kind of thinking we help teams work through at Solspace. If your website feels like it’s not properly supporting your marketing strategy, reach out and let’s talk through which upgrades are worth making first.