When you started your business, you thought long and hard about your brand and created a website that captured what your product or service was all about.
Today your business has grown. Or changed. Or both. And there are signs the website that worked for you back then isn’t exactly pulling its weight these days. Maybe it’s not generating the traffic or sales you need to keep expanding. Maybe the content sounds stale, or hasn’t kept pace with the evolution of your business. Or you’ve simply got this nagging feeling that prospects aren’t as “wowed” as they used to be.
If your site isn’t doing a heck of a lot for your business, then it’s time to show it a little love.
Many business owners build a website, then check it off their “To Do” list and move on with their marketing plan. But in the jam-packed online marketplace, it’s not enough to just be on the web. You need to continuously refresh, analyze and refine your site to get the most out of your online investment.
My last post emphasized how critical search engine optimization (SEO) is to the visibility of your website. Here are three more tips for evolving your site (and avoiding the cost of a major redesign down the road.) With proper care and feeding, your website will continue to grab the attention of prospective customers – and win their business – for many years to come.
If you have the resources to invest in only one aspect of your site, focus on the content. Your website is more than just a pretty face – it needs content that is professionally written and optimized. http://www.hypemarketingagency.com/yes-you-really-do-need-seo/
It should be updated to convey your current company message and position your business as an authority in your industry. And it must be honest, inspirational, and resonate with your ideal client.
Consider giving away content that educates your customers or helps them solve a problem. It could literally be worth its weight in gold. Having a blog and posting consistently also boosts search rankings considerably. http://www.blogtyrant.com/beginner-blogging-seo/
And don’t forget to include a clear call to action on your home page (and as many secondary pages as appropriate.) Opt in to your email list? Register for an event? Take advantage of a limited-time offer? Whether it’s clever or straightforward, the idea is to engage prospects by telling them exactly what you want them to do.
Is your website mobile responsive? If you can’t answer the question, chances are your site was designed before smartphones became a go-to tool for accessing and sharing information. http://www.pewresearch.org/fact-tank/2015/04/01/6-facts-about-americans-and-their-smartphones/
It’s imperative that your customers are able to view and interact with your site from anywhere, at any time. At Hype, we are all about using smart design and simple navigation to ensure that sites are highly visible – and easy to use – on any mobile device. If you access your website via your phone or tablet and don’t like what you see, give us a shout.
Measure (and Build On) Success
This the most important – and often most overlooked – aspect of all. Now that your site is well written and optimized, review your analytics every month to see how it is performing. How many unique visitors did you have? Where are they coming from? Which landing pages are most popular? How long did they stay on the site?
Analyzing this data on a regular basis is a must. At Hype, we use it to guide our decision-making when working with clients to increase their web visibility, traffic and engagement. And to ensure that their websites – and their businesses – keep humming.