Visit Site: Broadband | Home Broadband & Line Rental | BT

Project Description

This project involved a comprehensive technical and user experience (UX) audit of the BT Broadband website. The primary objective was to identify critical performance bottlenecks and user friction points that were negatively impacting conversion rates and customer satisfaction. The audit was critical as performance issues—specifically long load times, mobile instability, and poor Search Engine Optimization (SEO) fundamentals—were creating significant user frustration and allowing competitors to gain an advantage through superior technical execution and customer targeting.

Client’s Request

BT / EE Broadband sought an expert audit to address and resolve the following critical issues:

• Improve Product Load Times: Significantly reduce the time taken for product and pricing options to load, which was identified as a major friction point.
• Enhance Mobile Stability: Resolve critical bugs on the mobile login page, including screen collapse when users switched apps (e.g., to check email/browser) and instability when returning to the homepage after viewing add-ons/TV packages.
• Optimize Core Web Vitals (LCP): Reduce the Largest Contentful Paint (LCP) score, which was currently underperforming at 2.65 seconds on desktop, to meet industry best practices and improve SEO ranking.
• Improve SEO Targeting: Implement immediate fixes to the website's titles and metadata to incorporate long-tail, specific keywords (e.g., location, "cheap," "stable") to better attract highly motivated customers

SEO Strategy

1. Overview

Project Summary:

BT Broadband is one of the UK’s largest Internet Service Providers, serving millions of consumers with fibre, full-fibre, and hybrid broadband packages.

The goal of this audit was to enhance technical SEO performance, page experience metrics, and keyword visibility for high-intent consumer searches in a highly competitive market.

Objective:

To identify and address site-level performance and UX issues impacting organic visibility, Core Web Vitals, and user conversions, while strengthening keyword targeting for local broadband searches.

2. Technical Performance Deep Dive (LCP & Load Time)

A comprehensive performance audit revealed that BT Broadband’s homepage and key product pages recorded a Largest Contentful Paint (LCP) of 2.65 seconds, slightly above Google’s recommended threshold.