Is your website delivering the customers you hoped it would? No? Then you need to action these 10 steps to boost its performance:
1. Know your numbers
How many visitors does your website get every month? How many leads does it generate?
Are people filling out contact forms and clicking on phone numbers? Without having access to the correct information, you will be completely in the dark and won’t know how many real potential customers are on your website and how well your website converts.
2. Improve your search visibility
If you want more relevant traffic fast then make sure you’re being found through advertising 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. But beware; you must use these powerful tools carefully. By not having carefully targeted campaigns, you can spend a lot of money very quickly without achieving any results.
3. Get your website found long term
Aim to improve your website so it’s found naturally on search engines. However, search engine optimisation (SEO)is not an overnight solution:
- Make sure you have what you want to be found for in your main headings
- Ensure that your meta titles and descriptions are well written and 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
- Make sure that your Yell, Thompson and Google Business Page all link 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 for websites. This means Google will be putting people off visiting your website if its not over HTTPS. It also has a significant impact on your position in the search rankings – your SEO. If you haven’t already, call your developer and get them to sort it as soon as possible.
5. Ensure your website is fully mobile friendly
Check your website by using Google’s mobile website checker (Google it!) to ensure it is. Like HTTPS you’ll likely need professional help. More than 50% of all UK website traffic is from mobile and mobile optimisation will affect your Google rankings.
6. Make your content current
Has your website got a blog? When was the last time you updated it? Get your staff to write blogs, from sales to customer service, to production and delivery. Incentivise them and report on the amount of traffic that different blogs generate, as this creates healthy competition amongst your employees to make sure they are writing quality content that will be read and shared.
7. Provide information for buyers at different points of their journey
Defining whether they have a need at all is the start of a customer’s buying journey. Then theywill progress through a series of stages to define their requirements, consider the alternatives and evaluate what is best. If you provide information for visitors 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, through to the final product comparisons. The more you can help, the more you will sell.
9. 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 your website
Use the data you have to see where people are coming from when they visit your website; what pages they are looking at, what forms they are completing and what articles they are reading.
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.