What is website optimization?

Detailed analysis across a range of disciplines that can impact your website’s performance, including technical SEO, site speed and accessibility.
Custom analysis of unique elements of your site, such as specific data points, user-flows or external data integration.
Align marketing, SEO, accessibility, engineering, & product teams with shared insights, effective prioritization and a common language to show progress.
Streamline website health, performance and accessibility efforts with automation, alerts, in-depth analytics, and customizable dashboards.
Demonstrate the impact of digital projects.
Create better strategies for website-driven growth and accessibility.

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It’s intel about your site, and the ability to take action.

Website optimization starts with discovering opportunities to drive more traffic and conversions, and improve accessibility and experience.

But insights don’t matter if you can’t take action, and the traditional way of managing website optimization is broken, relying on audit after audit, resulting in data overload, issues piling up, and little progress—all of which costs money.

Lumar is different. It focuses on giving you the analysis you need, but also making it actionable. It enables proactive, connected workflows to identify, manage, track, and fix issues across your domains—including technical SEO, accessibility, site speed, and unique custom metrics for your specific site—while easing your development process.

The value of website optimization

Your website has never been more important

With today’s consumers largely enacting their customer journeys online, it’s never been more important for businesses to ensure their websites are poised to drive both traffic and conversions from search, and provide a top-notch, accessible user experience that keeps customers and prospects coming back.

Why website optimization matters for businesses

It’s no secret: technically sound, high-performing and accessible websites can drive enormous business growth. Armed with Lumar’s insights, QA automation, task management, and monitoring tools, businesses can improve search engine rankings and create better digital experiences for their customers.

Here’s why that matters:

Brand awareness

We’re in a search-first age. When people have questions about just about anything, chances are, they’re turning to search engines like Google. Websites that are optimized to rank highly in search engines’ results pages (SERPs) offer a major opportunity to increase brand awareness — and sales. (To put this shift to a search-first mindset into context, before the onset of the pandemic, Google processed over 3.5 billion searches per day, but in the first year of the pandemic alone, Google reported 5.6 billion per day. That’s a 60% increase in searches in one year—and today, it’s even more.)

Customer experience, conversions, & revenue

When a website is slow or otherwise unfriendly to users, they don’t stick around. Even a one-second delay in mobile load times can impact conversion rates by up to 20%, according to Mary Ellen Coe, president of Google Customers Solutions. Businesses that have the actionable insights they need to monitor and improve key user experience factors on their website are poised to retain and convert more visitors.

Accessibility

Making your website accessible to every visitor is not only the right thing to do, it also makes it easier for all users to navigate and use your site, leading to a better experience for all and more conversions. And with increasing legislation on website accessibility, you mitigate the reputational and financial risk of non-compliance. Lumar’s accessibility metrics help you identify, prioritize and fix issues fast.

Customer acquisition costs

With the decline of third-party cookies on the horizon and increasing costs for paid ads online, organic marketing channels like search are likely to capture more attention from CMOs. If a business is spending significant sums on paid ads to drive traffic and conversions, driving that same traffic (or a portion) through organic search instead could give brands the leeway to reduce ad spend.

Digital Operations

Marketing, sales, and product teams are increasingly cross-functional and the need for collaboration across these teams is expanding beyond operational frameworks like Marketing Ops or Dev Ops. Companies that adopt a broader Digital Ops framework need insights that can be shared and actioned across teams. A comprehensive website optimization platform like Lumar aims to unite all invested teams with a single source of truth when it comes to their websites’ technical health and help teams align on their digital efforts.

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Graphical representation of Lumar's Website Intelligence Platform

Components of website optimization

Website optimization requires the right resources

Brands that want to get ahead in the digital space need to have the means of mining, collecting, interpreting, and actioning their website data.

To really turn your website into a revenue-driving demand-generation machine, you’ll need the right platforms, people, and processes in place.

Lumar’s full Website Optimization Platform, comprises of our Monitor, Analyze, Impact, and Protect apps — and our Professional Services team and accessibility partners, staffed by some of the world’s best experts in technical SEO and accessibility.

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The benefits of Lumar’s website optimization platform

Realize your site’s true commercial potential

Websites that are not technically sound, optimized for search engines and not accessible hold untapped revenue potential. Lumar helps you ensure your site’s technical foundations are primed to drive the traffic and conversions you need for business growth.

Align SEO, accessibility, marketing product, & developer teams

A website optimization platform like Lumar provides a single source of truth for SEOs, accessibility teams, digital marketers, and developers. Integrations with other platforms in your tech stack allow your cross-functional website teams to fully align on what’s happening with your site.

Keep leadership informed with at-a-glance metrics

For leadership roles, Lumar’s website optimization platform provides necessary oversight of this critical marketing and sales channel. With customizable dashboards and industry-specific website benchmarking, Lumar gives digital leaders the top-level insights they need to demonstrate their team’s impact and effectively manage digital ops at scale.

Empower your digital team to drive more growth

SEO is no longer a small niche within marketing. SEOs are facing an expanding set of responsibilities in our search-first age. Lumar empowers your SEO team play a bigger role in driving business growth with deep insights, powerful crawling technology, and effective collaboration tools.

How Lumar users uncover their websites’ full potential

“Lumar gives you everything you need for website analysis in one place, clearly laid out, rather than using multiple sources or overwhelming you with data. And the Lumar team is really friendly, helpful, and responsive. If I have any questions, they get back to me straight away, so I don’t have to wait weeks to respond to simple questions. Working with both the Lumar platform and team really is seamless.”

Kunal Sharma, Senior SEO Manager
Lumar gives us all the data we need to understand the technical issues impacting our search performance. The data is laid out in a really logical way, with high-level health scores and visualizations that make prioritization and communicating with stakeholders easy, backed up by all the detail we need when we need it. It saves us time and helps us make meaningful progress, which is exactly what we need.

Andy Clear, Head of SEO
Lumar’s accessibility metrics have been a game changer. With its user-friendly design and comprehensive classification and description of issues, it has allowed us to quickly take action to improve our website’s accessibility and overall health, and it has been rewarding to watch our health scores steadily improve on the platform as a result.

Heather Bidwell, SEO Manager
“Lumar’s a huge time saver and really easy to use. I can see all issues in one place, know where to focus as everything’s broken down in a super logical way, and easily stay on top of progress with in-built tasks. Plus, the alerts catch any major issues before they lose us traffic or revenue. If you’re looking to boost your site’s technical health, Lumar and its amazing team have got your back.”

Arturs Cavniss, Technical SEO Lead
“Lumar Monitor is everything any agency or enterprise-level company needs to quickly track and look at updates, recommendations, trends, and issues. If you have hundreds of sites, it’s a way to look at things at-a-glance and know exactly what’s going on — and what issues you need to be paying attention to.”

Joshua Taylor Titsworth, Senior Analyst, Fandom.com
“Lumar removes unknowns so you can make more informed decisions. With the health scores, I can get an instant, at-a-glance view to see the impact of changes, delve into the details, and fix any issues immediately. I’m on the platform so regularly it’s one of the few passwords I still know!”

Rod Cunniam, VP of Digital Insurance Solutions
“Lumar Monitor has literally saved us hours a week. Instead of going to each site one by one and asking if work has been completed, I can quickly see if anything has been done and see the results and progress since then. It’s been a huge time saver and helped us see at a glance who’s been doing what. It’s been a huge, huge help.”

Joshua Taylor Titsworth, Senior Analyst, Fandom.com
“Lumar is a change enablement tool that’s helped us drive a +50% increase in digital conversion and +10% increase in search engine visibility”

Dave Cain, Head of Digital Marketing, Arriva
“The extra insights we get from our calls with Lumar have been really valuable. The support we get really is like having an extension of our internal team.”

Chris Nichols, Senior Manager, Enterprise SEO & Product Management
“Lumar has saved us an enormous amount of time. So much so, we estimate without the tool, and to cover the vast array of SEO analytics and insights highlighted within Lumar, we would have needed to employ another full-time member of staff within our digital team.”

Dave Cain, Head of Digital Marketing, Arriva UK Bus
“Lumar is fundamental when it comes to technical audits, as the tool carries out an in-depth analysis of each one of our brands. It provides insightful data that helps to shape our decisions. I love how easy it is to connect Lumar with Google Analytics, Google Search Console, and Majestic data for each of our brands. Lumar congregates all that data and makes my life a lot easier. Definitely valuable in helping us to identify the highest priority issues in a data set.”

David McAdam, Technical SEO Strategist
“Lumar is obviously top-of-the-line, with a lot of cutting-edge aspects to the technology. But it was also really important for us to find someone that would be a partner for us. The extra services are a big part of why we chose Lumar.”

Matthew Grabiak, Principal SEO Product Manager
“Lumar Protect is a very reliable tool. We used Protect, for example, to check if anything is redirecting where it shouldn’t be. Before, I had to check everything manually but, with Lumar, you can set up tests beforehand and really see what happens. It’s a great relief to know there is something that will notify me if anything has changed.”

Senior SEO Manager, European Fashion Retailer