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** The pricings are in USD / Month and the deliverables are monthly based.
SXO Deliverables & Scope of Work
Search Experience Optimization, or SXO, combines SEO, user experience, and conversion optimization into one practical growth framework. Traditional SEO focuses on rankings, keywords, traffic, and visibility. SXO goes further by asking an important question: what happens after the user lands on the website?
A page can rank well and still fail if visitors bounce, cannot find what they need, miss the call-to-action, or feel unsure about taking the next step. SXO solves this gap by improving both search visibility and on-page experience.
ThatWare’s SXO service focuses on helping your website attract the right users, guide them smoothly, and convert them into leads, customers, or enquiries.
1. SXO Strategy & Website Experience Roadmap
Every SXO campaign starts with a clear roadmap. We review your website’s current search performance, user journey, page structure, content quality, call-to-action flow, technical health, and conversion barriers.
The roadmap identifies which pages need the most attention. These may include service pages, landing pages, pricing pages, blog pages, category pages, or high-traffic pages with poor engagement.
The goal is to improve both visibility and usability. A good SXO roadmap connects SEO work with real user behavior, so the website is not only found but also used effectively.
2. Search Intent & User Journey Mapping
SXO starts with understanding what users want when they search.
We map user intent across different stages of the journey:
Awareness
Research
Comparison
Decision
Conversion
For example, a user searching for general information needs education. A user searching for pricing needs clarity. A user comparing service providers needs proof and trust.
This deliverable helps align each page with the right user expectation. When search intent and page experience match properly, users are more likely to stay, read, engage, and convert.
3. SEO + UX Audit
An SXO audit reviews both search performance and user experience.
This may include checking:
Page titles and meta descriptions
Content relevance
Keyword alignment
Page speed
Mobile usability
Navigation flow
Internal linking
CTA placement
Readability
Scroll depth
Bounce points
Conversion friction
ThatWare’s SXO resource explains that SXO focuses on post-click experience, including how far users scroll, where they click, what confuses them, where they drop off, and whether they take the next step.
This audit helps identify what is stopping users from completing their goal.
4. Landing Page Experience Optimization
Landing pages are often the first point of contact from search. If the page is unclear, slow, cluttered, or poorly structured, users may leave quickly.
Landing Page Experience Optimization improves:
Page layout
Headline clarity
Content order
CTA visibility
Trust sections
Service explanation
Form placement
Mobile experience
Page loading speed
The aim is to make the page easier to understand and easier to act on.
For pricing pages, this means users should quickly understand what the service includes, who it is for, why it matters, and how to enquire.
5. Content Readability & Structure Improvement
SXO content must be easy to read. Users scan before they read deeply, so the page should guide them naturally.
We improve:
Headings
Paragraph length
Content hierarchy
Benefit sections
FAQs
Summary blocks
Service explanations
Internal links
CTA-supporting copy
The content should answer the user’s query quickly and then give enough detail to support a decision.
ThatWare’s SXO resources highlight that modern pages should be designed for skimmers, answer questions early, and guide users toward conversion.
6. Conversion Path Optimization
Traffic alone does not create business growth. Users need a clear path to take action.
Conversion Path Optimization reviews how users move from landing on a page to completing a goal. That goal may be filling out a form, booking a call, requesting a quote, downloading a resource, or making a purchase.
We improve:
CTA text
Button placement
Contact form visibility
Lead capture flow
Navigation to key pages
Trust-building elements
Objection-handling sections
The goal is to reduce friction and make the next step obvious.
7. Behavioral Analytics Review
SXO depends on user behavior data. We review how people actually interact with the website instead of relying only on assumptions.
This may include analyzing:
Scroll depth
Click behavior
Heatmaps
Session recordings
Bounce rates
Exit pages
Form drop-offs
Mobile interactions
Page engagement
ThatWare’s SXO article specifically mentions tools like Microsoft Clarity for monitoring user behavior and guiding testing decisions.
This helps identify real usability problems that normal SEO reports may miss.
8. Mobile Experience Optimization
Most users browse from mobile devices. If the mobile experience is weak, both rankings and conversions can suffer.
Mobile SXO improvements may include:
Faster loading
Cleaner layout
Readable text
Better button spacing
Shorter forms
Sticky CTAs
Simplified navigation
Improved visual hierarchy
The mobile version of a page should not feel like a compressed desktop page. It should be designed for quick reading and easy action.
9. Page Speed & Core Web Vitals Improvement
Speed is a major part of search experience. Slow pages frustrate users and can reduce conversions.
This deliverable may include reviewing:
Largest Contentful Paint
Interaction to Next Paint
Cumulative Layout Shift
Image size
Script loading
Caching
Server response time
Render-blocking elements
Improving speed helps users access information faster and supports better search performance.
10. CTA & Lead Form Optimization
Calls-to-action and lead forms are key conversion points. If they are unclear, hidden, too long, or poorly worded, users may not complete them.
We review and improve:
CTA wording
CTA placement
Button visibility
Form fields
Form length
Trust text near forms
Confirmation messaging
Contact options
The goal is to make enquiry simple and natural.
A strong SXO page should never leave the user wondering what to do next.
11. Trust Signal Placement
Users need reassurance before they convert.
Trust signals may include:
Reviews
Testimonials
Case studies
Certifications
Awards
Client logos
Experience indicators
Security badges
Founder or team credibility
Clear company information
SXO ensures these trust signals appear at the right points in the page, especially before major conversion actions.
This improves confidence and reduces hesitation.
12. Internal Linking & Navigation Optimization
Internal linking helps both SEO and user experience. Users should be able to move easily from one relevant page to another.
We improve links between:
Service pages
Pricing pages
Case studies
Blogs
FAQs
Contact pages
Industry pages
Related resources
Good internal linking helps users explore more information and helps search engines understand page relationships.
Navigation should be simple, not overloaded.
13. FAQ & Objection Handling
FAQs help users make decisions faster. They also support search visibility for question-based queries.
SXO FAQ optimization focuses on practical questions such as:
What is included?
How does the service work?
Who is it for?
How long does it take?
What results can be expected?
Why choose ThatWare?
How is SXO different from SEO?
The answers should be short, useful, and specific.
Good FAQs reduce doubt and improve conversions.
14. CRO Testing Recommendations
SXO often includes conversion testing recommendations. These may involve testing different versions of headlines, CTAs, layouts, forms, page sections, or trust placements.
Testing helps identify what works best for real users.
Examples include:
CTA A/B testing
Headline testing
Form-length testing
Hero-section testing
Trust-section placement
Pricing-section layout
Mobile CTA testing
The goal is to improve performance based on data, not assumptions.
15. Monthly SXO Reporting
Monthly reporting should show both SEO and experience improvements.
A typical SXO report may include:
Pages optimized
UX issues fixed
Content improvements
CTA changes
Speed recommendations
Behavior insights
Conversion observations
Search performance updates
Next-month priorities
This keeps the campaign practical and measurable.
Generic Monthly SXO Scope of Work
A monthly SXO campaign may include:
SXO strategy and roadmap
Search intent mapping
SEO and UX audit
Landing page optimization
Content readability improvement
Conversion path optimization
Behavior analytics review
Mobile experience optimization
Page speed and Core Web Vitals review
CTA and lead form optimization
Trust signal placement
Internal linking improvement
FAQ and objection handling
CRO testing recommendations
Monthly SXO reporting
What You Get with SXO
SXO helps your website perform better after the click.
It improves how users experience your pages, how easily they find information, how confidently they trust your brand, and how smoothly they move toward conversion.
SXO supports:
Better engagement
Lower bounce rates
Clearer user journeys
Stronger lead generation
Improved page experience
Better search performance
Higher conversion potential
It is ideal for businesses that already receive traffic but want more enquiries, better engagement, and stronger website performance.
Turn Search Traffic into Better User Actions
Getting traffic is only the first step. What matters is whether users stay, understand your offer, trust your brand, and take action.
ThatWare’s SXO services combine SEO, UX, and CRO to improve the complete search experience. From intent mapping and landing-page optimization to CTA improvement, trust placement, mobile usability, behavior analysis, and conversion-path refinement, SXO helps turn search visibility into real business results.
The goal is simple: bring the right users to the right page and make it easier for them to take the next step.