# 10 Website Basics Marketers Still Forget in 2024

_Last updated: 2026-07-22_

Marketers often overlook fundamental technical elements—remarketing pixels, SEO configuration, and form integrations—in favor of visual design, yet these basics are essential for website performance and lead generation. A beautiful website with poor user experience will not convert visitors into leads.

## 1. Use Google Tag Manager (GTM)

Google Tag Manager is a tool that organizes and streamlines campaign tracking. GTM enables easier tag management by allowing you to deploy pixels effectively without relying on Google's global tag alone. GTM consolidates Google's tracking through event configuration and third-party tracking integration. Built-in GTM tags work with Google Analytics, making both tools easier for marketers to use together.

## 2. Implement Marketing Pixels

Marketing pixels (also called tags, scripts, or tracking pixels) are code pieces from third parties such as Google and LinkedIn that track users across the internet. By monitoring user behavior, marketing pixels build user profiles that reveal audience sourcing, browsing patterns, and content engagement. Start implementing marketing pixels now to build segments for remarketing campaigns and lookalike lists, which take time to develop from scratch.

Marketing pixels differ from conversion pixels. Marketing pixels gather specific user behavior data, while conversion pixels are code snippets that help third parties optimize campaigns. The two work together during campaigns to optimize performance on different platforms and measure success.

## 3. Optimize Website Performance

Google uses website performance scores in its ranking algorithm; slower websites rank lower in search results. Check your score using [Google PageSpeed Insights](https://developers.google.com/speed/pagespeed/insights/), [GTMetrix](https://gtmetrix.com/), or [Pingdom Tools](https://tools.pingdom.com/).

### Image Optimization

Use relevant image sizes appropriate to each image's context—full HD for large centerpiece photos, smaller sizes for logos and banners. Compress images manually using [TinyPNG](https://tinypng.com/) or automatically using plugins like [Kraken](https://kraken.io/) or [Smush](https://wordpress.org/plugins/wp-smushit/).

### Minify and Unify Scripts

Websites use multiple scripts and style files for visual elements. More scripts and files mean more browser requests and slower performance. Compress and combine files using plugins like [WPRocket](https://wp-rocket.me/), [FVM](https://wordpress.org/plugins/fast-velocity-minify/), or [Autoptimize](https://wordpress.org/plugins/autoptimize/).

### Use CDN and Caching

Enable caching and CDN (Content Delivery Network) through your hosting provider. Recommended providers include WPEngine and Kinsta, which offer cache and CDN options for images, scripts, and CSS files. If unavailable through your host, consider an external CDN such as Cloudflare or Cloudfront.

### Enable AMP

Accelerated Mobile Pages (AMP) allow Google to cache your website on their CDN for faster results and higher ranking. AMP involves minor compromises but is suitable for content pages like blogs. WordPress AMP plugins enable AMP compliance with minor configuration adjustments.

### Reduce WordPress Plugins

Remove unnecessary WordPress plugins—most carry code baggage that degrades website performance. Plugins load on every page site-wide, even pages not using them. Keep your plugin list as slim as possible.

## 4. Integrate Forms with Marketing Automation

Email contact forms are outdated. Customers dislike them; they clutter inboxes, similar emails are easy to miss, and received emails are often not actionable. Integrate your website with a marketing automation system instead.

[HubSpot](https://www.hubspot.com/pricing/marketing) offers free and low-cost tiers suitable for starting with marketing automation. [AutoPilot](https://www.autopilothq.com/pricing) sends automated emails and enables marketing nurturing campaigns and list organization. Using [Zapier](https://zapier.com/apps/autopilot/integrations), you can connect AutoPilot to your task management platform.

## 5. Add a "Subscribe to Blog" Option

A blog subscription form allows visitors to express interest in your content without sharing extensive details initially. Any visitor showing interest in your content is a potential lead. Blog subscriptions help build a community and mailing list from valuable leads.

## 6. SEO Checklist

For your content and website to be found in search results, you must appear in Google's rankings. Marketers sometimes focus on advanced SEO techniques while neglecting essential basics:

- Ensure your website has a valid XML sitemap (create one [using Yoast for WordPress](https://yoast.com/help/enable-xml-sitemaps-in-the-wordpress-seo-plugin/))
- Verify that bots are not blocked in robots.txt (except for pages you don't want on Google)
- Verify your website with Google Search Console
- Submit your sitemap through Google Search Console
- [Check for broken links](https://www.drlinkcheck.com/)
- Add meta tags to all pages with relevant title, description, and share image
- Optimize website performance (see section 3)

These technical elements help Google index, understand, and suggest your site. Google's ranking also depends on content quality and customer engagement patterns.

## 7. Create Quality Content

Google ranks sites based on content quality and customer engagement. Modern customers are thorough researchers; if your content lacks relevance, value, or originality, you won't establish thought leadership regardless of product quality.

Identify what your company excels at and where you have expertise. Present this knowledge in an accessible, relevant way for your customers.

### Content Writing Approach

- Conduct keyword research
- Choose a topic and title matching your keywords
- Structure your blog post clearly
- Prioritize value over length; content must be valuable to the customer

For guidance, see HubSpot's ["How to Write a Blog Post: A Step-by-Step Guide"](https://blog.hubspot.com/marketing/how-to-start-a-blog) and Neil Patel's ["How to Write a Blockbuster Blog Post in 45 Minutes."](https://neilpatel.com/blog/how-to-write-blog-post/)

### Content Types Beyond Blog Posts

Videos are popular and surprisingly easy to start producing. Review Wistia's ["Beginner's Guide to Video Production"](https://wistia.com/series/getting-started-with-video) and the [three video types beginners need to know](https://wistia.com/learn/marketing/videos-for-small-business).

Publish content on a regular schedule. Create a content strategy incorporating a long-term content plan using [HubSpot's Template: Long-Term Content Planning Worksheet](https://docs.google.com/spreadsheets/u/0/d/17vUInwf57ZXXRiow_5RJsSx-vJ5sZQRrcZZ1TXdfYQQ/copy?pli=1). Publication frequency can be weekly or monthly, but maintain consistent production.

## 8. Use a Favicon

A favicon (the small icon displayed in browser tabs) helps visitors recognize your website among multiple open tabs. In multi-tab browsing, a clear favicon ensures your tab stands out. Google now displays favicons in search results. [Learn how to define your favicon for Google](https://support.google.com/webmasters/answer/9290858) so visitors quickly identify your site in Google's search results.

## 9. Monitor Your Analytics

Analytics is one of the most important factors for measuring website success. For detailed guidance, review [content on Google Analytics](https://neilpatel.com/blog/google-analytics-to-shape-marketing-strategy/).

## 10. Optimize for Different Screen Resolutions

Visitors use varying screen resolutions. Optimize your website beyond your own resolution to communicate with your entire audience, even those using awkward resolutions. [Use Google Analytics](https://crossbrowsertesting.com/blog/development/use-google-analytics-find-devices-customers-use/) to determine the devices and resolutions your audience uses most.

## Summary

If your website is integral to your marketing plan, prioritize these fundamentals. While the basics may feel less exciting than advanced tactics, without strong foundations there is no value in sophisticated campaigns. A beautiful website that does not convert visitors serves no purpose. Treat your website as a marketing product or tool, not merely a company business card. If implementing these basics presents challenges, assistance is available.