Is your website bringing you the leads you hoped it would?
If not, here are 10 of the fastest ways to improve its performance:
1. Know your numbers
Use Google Analytics and ensure you are tracking goals on your website; e.g. people filling out contact forms and clicking on phone numbers. Without the correct information, you won’t know how well your website converts.
2. Improve your search visibility
Advertise on relevant search terms using Google AdWords and Bing adCenter. You only pay for people that actually click on your ads and therefore go to your website. This is the fastest way to drive relevant prospects to your website. But beware; by not having carefully targeted campaigns, you can spend a lot of money and get no results.
3. Get your website found long term
Make sure that you:
- Have what you want to be found for in your main headings
- Create meta titles and descriptions that are well written and again contain the phrases you want to be found for
- Change generic titles like ‘Services’ to specific titles, for example ‘what we do’
- Ask your suppliers and customers for links from their website
- Link your Yell, Thompson and Google Business Page to your website
4. Ensure it is HTTPS
Google is now alerting people when a website isn’t over HTTPS, which is the encrypted standard – if yours isn’t, it will put people off. It also has a significant impact on your search ranking.
5. Ensure your website is fully mobile friendly
Check your website by using Google’s mobile website checker. Like the HTTPS issue, this isn’t something that you can fix without professional help, but it is essential as now more than 50% of all UK traffic is from mobile.
6. Make your content current
Has you got a regularly updated blog? Get your staff to write blogs, incentivise them and report on the amount of traffic that different blogs generate.
7. Provide information for buyers at different points of their journey
Websites are used for research and investigation. Defining whether they have a need at all is the start of the customer buying journey and then they progress through a series of stages to define their requirements, consider the alternatives and evaluate what is best. If you provide information at all stages of their buying journey you can engage with them sooner and start influencing their decision.
8. Help don’t sell
Create content that helps, not sells. Think about what questions your customers might have along the buying process, from defining whether they have a need all the way through to the final product comparisons. The more you set out to help your visitors in a non-sales way, the more you will sell.
9. Include calls to action
Include calls to action. Go through your website and look at every page – Do you give the visitor a definitive call to action on every page? – Is the call to action appropriate to the page it is on?
10. Keep working on it!
Keep working on your website. It will never be ‘finished’. Use the data to guide your actions. Make sure you’re setting time aside for this every week, and if you cannot, then engage with experts that can do it for you.
By following the ten tips above you can ensure you’re getting the best from your website – and it is working hard for you 24/7.
About the author
Tim Butler is founder of Innovation Visual, a digital marketing consultancy specialising in developing your online presence and digital communications. Using the latest techniques in SEO, PPC and online content creation, Innovation Visual is an award-winning Google, Bing and Hubspot Partner, and works to increase conversion rates, basket values, and return frequency.