Web design & development agency in London - Digital div UK

When it comes to web development in the UK we’re all well aware that it’s an arms race. Any weapon that can be deployed to give an edge over the competition is invaluable, and when you combine a suite of powerful tools together, you can really elevate your digital game to the next level. The tools listed below aren’t merely restricted to top-tier web development companies, they can be employed by anyone wishing to gain greater insight into the performance of their site. It is the case however, that some of the data gleaned from these tools will help you determine what’s going wrong, but will then require the experience and skill of a professional web development company to rectify the issues. But first, it’s the awareness that’s key, because if you don’t know what’s wrong, then how can you know what needs fixing?

So then, here we go into a breakdown of seven of the most effective tools you can use for your website, and these are all good whichever sector or industry you’re operating in:

#1 - SSL Certificates

At the top of your search bar (before the specific address), you’ll have noticed an https:// prefix. If this is accompanied by a padlock symbol then the site you’re visiting has a current and valid SSL certificate. This certificate is basically a form of authentication that deems a website to be ‘safe’. In 2022, if you’re operating a site without an SSL certificate, then you’re at a real disadvantage. Google now flags-up sites without an SSL certificate, notifying users who are about to visit your site that it’s a potential threat.

SSL certificates are themselves now a Google ranking factor too, meaning that if you don’t have one, you’ll likely take a hit on your position on the results page. The outcome of all this is that without an SSL certificate, you’ll lose traffic, sales and credibility.

#2 - Google Analytics

Google Analytics is a must-have for any business looking to engage more deeply with their marketing endeavours; be that with affiliate marketing or email campaigns, etc. The ability to track campaigns and actually measure their performance in real-time is a true godsend, and the great news is that this is no longer an ability that’s solely in the possession of specialist web development companies in the UK.

Measuring daily traffic, together with their source, session time, and bounce-rate, etc, are all incredibly useful metrics that allow you to accurately evaluate the performance of your entire website. The insights you gain will inform you of how best to spend your marketing budgets. If you’ve not already got it, now is the time to employ Google Analytics.

#3 - reCAPTCHA

A free Tool for your enquiry forms that effectively filters out Spam bots by requesting completion of a tick box, or to verify the subjects shown in a set of images. Any work you can do to deter the bots and filter-out your genuine enquiries will save you time exponentially in the long-run. So then, keep your inbox clean this year with reCAPTCHA!

#4 - Hotjar

Hotjar is a heat map tool for improving your conversion rate. With the ability to carefully scrutinise your site and determine how and where visitors are interacting with your website, Hotjar will let you know where you’re underperforming, where you could benefit by implementing new call-to-actions, and which are the potential pages where customers are not being sufficiently engaged by your content and are then dropping-off. With the information that you’re then presented with, you can then approach a good web development company in the UK and get them to implement content changes that will modify customers’ behaviours. 

Hotjar also has the capability to setup and deploy surveys on your site, which will give you invaluable feedback that you can then pass on to your web development company for future updates, etc. 

#5 - SEMRush

You can try a free version of SEMRush to find out what it's really capable of. This tool will help you determine how well you are ranking on Google with regards to your SEO. It features keyword planning tools which will help you establish which keywords will boost your site’s performance. 

SEMRush will highlight the areas where you might be struggling, along with issues such as broken links, missing / incorrect meta-data, etc. It can also help you with competitor analysis and ranking your keywords. Basically this tool will give you a top-down evaluation of your complete SEO performance, and as you know; SEO is a crucial component of web development in the UK.

#6 - Google My Business

A free SEO tool that allows you to input data about your business and its services. Google My Business has the ability to collect and group all your reviews in one place, which you can then link to on your website. It really helps with building trust and credibility with potential new customers.

It can take a little time to optimise and update your page, but just remember that your competitors are likely putting in the effort here, so you really can’t afford to lose-out to them with an endeavour that’s so simple to implement. 

#7 - PageSpeed Insights

If your site takes too long to load, potential customers will disengage and choose one of your competitors that’s offering a better class of user experience. Google Page Speed Insights is a fantastic, easy to use tool that displays the speed performance of your site on multiple devices, giving you a result in seconds of how long your site takes to load on any given device. It’ll also give you actionable tips on how to improve the speed of your site. A faster site helps SEO, helps conversation rates, generates more leads, and provides a better user experience which is then more likely to earn you favourable reviews and repeat customers.

#8 - Google Adsense

Google AdSense is an advertising program that allows you to run ads on your website. The ads are generated from businesses that use Google's AdWords program that you feed using a special AdSense code onto your blog or website. 

It provides an excellent opportunity to monetize your website. You can display images, texts, videos and other interactive advertisements and earn money based on clicks on these. These advertisements are administered, sorted, and maintained by Google. The best feature is that it is secure and transparent for both advertisers and publishers.

The advertisements are displayed on your pages based on your website’s relevant content or user’s previous searches. If the visitors click on these, you will be paid.

#9 - Crazy Egg

CrazyEgg’s secret to success is their heat mapping tool. It is a digital analytics tool that allows you to track your visitors. It creates heatmaps depending on where visitors click on your website. As a result, it provides you with an indication of where to concentrate your efforts.

Crazy Egg monitors your visitors’ activity after the code is placed on the sites you are tracking. Then, your servers will generate a report that displays the number of clicks on your website.


These 7 must-have tools will help you get the results you’re looking for in 2022, and the best news is; they are inexpensive and simple to implement. There’s no single ‘magic bullet’, effective web development in the UK requires a multi-faceted approach along with continual evolution.

You can’t afford to lose traffic, and any user data you can harvest is invaluable when you come to make decisions about your products and site updates. 

So, what are you waiting for? - Grab these 7 essential tools now!

If you need expert help or advice with any aspect of your website or marketing campaign, contact with us today.

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