Your business website is one of your most powerful marketing tools, but only if it’s done well.
Maybe ten or twenty years ago it was enough to have a simple home page with your contact details – much like a listing in the traditional phonebook. But today’s businesses must up their game if they want to be competitive.
As such, there’s a lot to stay on top of to ensure your website is effective and up to date.
Do you need to tweak a few things, is your website keeping up with modern demands?
Well, let’s take a look. Here are some of the things that potentially need a bit of work.
Things You Could Be Doing Better On Your Website
A Professional Blog
A blog is one of the best ways for your business to get found on Google, connect with your customers, and brand yourself as experts in your industry.
Fresh, relevant content published regularly draws people to your site and helps it rank on Google. If you don’t have a blog, or you currently post intermittently, it might be time to level up your blogging game.
This doesn’t have to be a big imposing task. Start by setting yourself a manageable content scheduling – like posting once a month. Choose a topic that your audience will find interesting and get typing! Or, if you find you don’t have the time to create blog content, you can always outsource this job.
Search Engine Optimisation (SEO)
SEO is arguably the most vital aspect of any website. You can have cutting edge design and branding, incredible content, and well-thought-out navigation, but if nobody can find you on the internet, it’s a waste of time and money.
Ensuring you utilise keywords throughout your written content is a priority, but there’s much more to SEO than just keywords – off-page SEO is just as important and can be quite complicated. Your web developer can help you optimise the backend of your site if you are not an expert in this area.
Conversions And Funnels
Clever websites will lead customers on a journey, which often ends up in a call to action of some kind. Maybe you want your customers to make a purchase, sign up to an email list, or reach out and contact you. If this isn’t clear, or your conversion rate isn’t what it should be, it’s time to put some thought into planning your sales funnels and calls to action.
Increasingly, people are choosing to browse the internet from their smartphones, rather than home computers. If your website is glitchy, unattractive, confusing, or just downright broken on different devices, you are missing out on a massive chunk of your target audience.
Many website themes have the ability to create a mobile-friendly version of your site. If you aren’t sure how to make that happen, your web developer will be able to help.
Is your website easy to navigate? Can customers quickly find the answers and information they need?
Patience is wearing thin these days. If your website is slow to load, confusing, or full of broken links, they will be bouncing onto the next business on Google within seconds. Spend time working on the technical side of your site and ensure page speed and user experience are optimised.
There are endless tools available for tracking every detail of how users interact with your website. You can evaluate your conversion paths, see how far people scroll, how long they spend on each page, where they decide to leave your site from, and much, much more.
It takes time and know-how to analyse and test all this information, but doing A/B testing and reviewing it all enables you to turn your website into an even more powerful marketing platform.
Interact And Connect
If you can use your business site to engage and connect with customers, it provides even more bang for your buck. You can maintain an email list with regular newsletters, connect with people on live chat or in the comment section, and encourage participation and communication from your community. These are all priceless ways to build your brand reputation and increase customer loyalty.
Designing and building an effective website is a challenging journey, but one well worth investing in. However, the investment doesn’t end once your content is live. It’s essential to keep your site up to date, consistent, and relevant.
If you are struggling to find the time or expertise within your business to optimise your website, consider outsourcing to a virtual assistant. From content writing or SEO research to more technical tasks, there is a lot they can take care of for you.