Your website is likely one of your most essential business tools, but if it’s not doing its job it’s time for a change.
Your website is likely one of your most essential business tools. It's often the first thing people see when they search for you online, and it's a major factor in whether they decide to do business with you. So if your website isn't doing its job, it’s time to fix it.
Here are four things a website should do for you. If it doesn’t it’s definitely time for a change.
Conversion
Brand awareness
Lead generation, and
Customer retention.
Let's take a closer look at each one.
Conversion is all about turning visitors into paying customers. Your website should be designed in a way that makes it easy for people to find what they're looking for and take the next step (whether that's buying a product, signing up for a newsletter, or scheduling a consultation).
Brand awareness is all about getting your name out there. Make sure your site is optimized for search engine ranking and that you're using social media and other marketing channels to drive traffic to your site. The goal is to get as many people as possible to see your brand and associate it with the products or services you offer.
Lead generation is all about generating interest in what you do and capturing contact information so you can follow up with potential customers. Include an obvious call-to-action on every page of your site and make sure all forms are simple and easy to use.
Finally, customer retention is all about keeping the customers you already have. Make sure your site is easy to navigate and offers value to new and existing clients. Add useful resources, free downloads, relevant articles, literature recommendations, or interesting industry statistics to your page and keep the information fresh and relevant.
A few simple indicators of an outdated website are:
It looks generic and static
If your website looks like it was designed with a website builder template from 10 years ago, it's probably time for an update. A dated website can make your business look out of touch and behind the times.
It isn't bringing in any new business
If your website isn't generating new leads or sales, it's not doing its job. A good website should be a crucial part of your marketing strategy and help you to reach new customers, engage and trigger the desired reaction.
Your website isn't mobile-friendly
If your website isn't responsive, then you're missing out on potential customers. More and more people are using their smartphones and tablets to browse the web. If your website isn't designed for mobile, then search engines won’t show it in search results and that means that you are invisible to mobile users.
You're not ranking in Google
If you're not appearing in search results, then you're not reaching potential customers. Your website needs to be optimized for SEO in order to rank higher in search engines. You do not always need to hire an agency to do that. Some simple tricks can already increase your organic reach.
If your website is due for a refresh, don't worry – you're not alone. In fact, according to recent studies, almost half of all businesses are in the same position. The good news is that with the right strategy your website can do a lot for you. Finding the right partner for that is crucial for your success.
If you need a second opinion on your website or wish to get some tips on how to improve it let me know. My team and I are here to support you get the best out of your website.