“We’re getting traffic but no conversions.”
“Our bounce rate is high – what are we doing wrong?”
“We invested in SEO but the leads are poor quality.”
If any of these sound familiar, you’re not alone. Many businesses face this disconnect, Visitors are arriving, but they’re not engaging or converting.
Often, the issue isn’t how people are finding your website, but what they experience when they get there. That’s where the relationship between on-page SEO – the content and structure you use to rank in search results – and user experience (UX) design becomes critical.
At Growth Partners, we’ve helped businesses uncover surprisingly simple ways to fix this. Done right, small, strategic improvements to both areas can lead to significant gains in traffic quality, engagement and conversion.
Why SEO and UX need each other
On-page SEO helps get the right people to your website. UX design determines whether they stay, explore or convert.
But even with the right visitors, a poor experience can quietly sabotage your results. Whether it’s hard-to-scan content, confusing page structure or unclear next steps, the outcome is the same: people leave.
What’s worse is that 88% of online consumers are less likely to return to a site after a bad experience. And just a one-second delay in perceived performance can cut conversions by 7%. These may seem like small moments but they shape whether someone stays with you – or moves on to a competitor.
The businesses that win are those that approach both disciplines as part of one strategy. According to Shopify, websites that optimise for SEO and UX together see twice the engagement compared to those that approach them separately.
This kind of alignment is what transforms a website into something more than a digital brochure – it becomes a Digital Sales Concierge, guiding visitors smoothly from interest to action.
High-impact tweaks that move the needle
You don’t need a complete overhaul to see meaningful change. Often, the first wins come from small, smart adjustments.
Here are a few early improvements you can apply:
Structure your content with heading hierarchy
Most web pages use headings to organise content—just like chapters and subheadings in a book. These are usually labelled H1, H2, H3 and so on, with H1 being your main headline. Using a clear heading structure helps readers quickly understand what the page covers and makes it easier for search engines to read and rank your content. It’s one of the simplest ways to improve clarity and SEO in one go.
Place CTAs where users are most engaged
A call to action (CTA) is usually a button or link inviting users to do something – like “Get in touch” or “Download our guide.” Many businesses place CTAs only at the bottom of a page, but that’s not always where users are ready to act. Try placing one near the top and again further down, especially in sections where engagement is high.
Simplify your navigation
If visitors can’t find what they need quickly, they’re unlikely to stay. Your site’s navigation should help users move effortlessly between key pages, guiding them toward answers – not making them dig for information. Strip back unnecessary menu items, avoid hiding important pages behind multiple clicks and focus on what your audience actually wants to know.
Plus, clear navigation not only supports better user journey, it also helps search engines understand your site’s structure and relevance.
Review every page against intent
Every page on your website should serve a clear purpose for the person reading it. It should meet them where they are and help them move one step closer to a decision. To assess this, ask:
– What is this person likely thinking or feeling when they land here?
– What are they trying to understand, solve or move forward with?
– Does the content help them do that – clearly and confidently?
– Is it obvious what they should do next, if they’re ready?
If the answers aren’t clear, the page may be creating hesitation instead of helping someone take action.
The bigger picture starts with smaller steps
Each of these improvements might seem minor on its own, but together, they can shift how your website performs – and how your customers experience it.
For many businesses, these early wins are just the beginning. They highlight where content isn’t landing, where journeys break down or where the next opportunity might be hiding in plain sight.
When performance isn’t where it should be, the cause is rarely just one element. Often, these small issues point to deeper gaps in structure, content or strategy.
Staying ahead takes more than good intentions
The way people interact with websites is changing fast – and it’s no longer enough to simply keep things ticking over. Knowing what to prioritise, where to invest and how to adapt requires specialist insight and a strategic view of the road ahead.
We’re already seeing shifts in what makes a site effective:
– Scroll-triggered animation that guides attention and enhances flow
– Accessibility improvements that support all users and meet emerging standards
– AI-driven personalisation that adapts content to real behaviours and needs
– Intent-based content layout that replaces keyword stuffing with meaningful structure
These aren’t just passing trends – they’re shaping what modern websites need to deliver. And staying ahead of them takes more than tweaks. It takes the right guidance – and the mindset to treat your website as a Digital Sales Concierge, not just an online presence.
Start uncovering your next step
If your competitors are already investing in a data-led growth strategy, how long can you afford to wait?
Our free Growth Audit helps you identify some areas where your site could be working harder – and uncovers opportunities you may not have seen before. No pressure. Just insight, clarity and a better sense of what’s possible.