The UX Doctor .


When a man reaches a certain age he’ll get a letter through the door - it’s time to go to the doctor for a check-up.

And in that spirit here is a quick check-up that will help optimise your website conversions, keeping your website the picture of health.

Calls to Action

A “call to action” is anything that directly tells a user what you want them to do on each page of your website. More usually we use the term to describe a button and its outcome; for example, a “Sign up to our newsletter” button and the form that it links to.

For the first part of our check-up I will ask the question:

“Do you have a clear idea of the most important call to action?”

For example, do you want:

  • more mailing list subscriptions?
  • users to request a quote?
  • More people to call your team? 

You need to be clear on this if you expect your users to convert well - identify your primary Call to Action.  

But is everyone in the company agreed too? Does the sales team want the same as the marketing team, who want the same as customer services? Possibly not. 

In this case you need to be clear on your secondary Calls to Action. List them out and prioritise them with your team. 

So here is our check-up check-list:

  • Identify your no. 1 Call to Action
  • Make this persistent on your web page - put it in the header and think about sticking it to the browser window, maybe at the top or the bottom
  • If you have other Calls to Action list them out and prioritise them
  • Should they all be on each page? Are they relevant to all users or perhaps you need personalisation to swap the CTA depending on a user’s profile.   


Next let’s look at what is, for most websites, the ultimate step in conversion - data capture using an online form. Forms are a bit like our digital thermometer, the key indicator of the health of a website. By tracking page views against form submissions we see how well the website is converting.


But the form itself can also hinder conversion.  

We know that long forms with lots of fields just don’t convert as well as shorter forms. Keep a light touch, make your forms simple for a mobile user to complete and apply the same learnings to the desktop experience. 

You should also list out all your different forms - you may have too many doing a similar job. This is confusing to the user, but also makes it harder for you to get a true picture of how well your website is converting. 

Here is our check-up check list:

  • Make your forms quick and easy to complete
  • Think mobile first
  • List all the forms on your website and consolidate those that are similar

a/b testing

Finally, you should Test to find out what works best for you.  

A/B testing, or multivariate testing, is the approach where you have different versions of your forms and CTAs. One version will be shown to one segment of users, another version to another segment.  

The beauty of this approach is it takes out the guesswork - let the data decide.

So there you go, check-up complete. I look forward to our next appointment.

Check out my short video on YouTube and learn more about how the UX Doctor can help your brand! 


Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.


Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

Alex Lee Thumbnail
Alex Lee
UX Lead
Alex is an award-winning producer with over a decade's experience in the industry. Alex has a wealth of experience in the creative and digital arenas with extensive knowledge of websites, mobile apps and social media campaigns for blue-chip global brands such as Sony, Pepsi, Tesco and Red Bull. Alex's mix of creative and development expertise ensure a strong connection between clients and the agency team.
Alex Lee Thumbnail

Alex Lee

09 Jun 2017 - 5 minute read
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