Are you missing out on potential new leads because your website has issues you’re not aware of?
Your website is the primary sales platform for your business. One of the first things that your target customer will look for is your website. Maintaining and keeping it engaging to your target audience will ensure the best possible results.
Common myths that people believe like “If you build it, they will come” does not work with the website. When you build a website, you have to make an effort to reach your audience to get traffic even if you are well known in your niche.
Even with the best content, if people don’t find your website, the effort’s wasted.
If you do drive traffic to your website, but your content is lacking, your audience will bounceoff pretty quickly. Worse, they may not bother coming back.
Here’s what you can do instead, to power up your website:
First impressions last.
Keep your site visually appealing regardless of the device used to view your content.
Make sure you are keeping it relevant to your niche and always up to date.
Pro tip: Visit your website using a mobile device to see how it looks and feels.
2. User Experience
Poor user experience is one of the most common reasons for a visitor leaving your website.
This is why being relevant really counts – for your visitors to stay, they must believe that they
have found what they are looking for on your website.
- Can they identify your message within the first 5 seconds of dropping in on your website?
- Can they easily navigate your site to find the information they need?
- Are you encouraging them to take the next step with a relevant call to action?
- Can they reach out to a real human to respond to their concerns?
We advise all our clients to strengthen their business credibility by adding reviews. Reviews also help your visitor feel more confident to respond to the call to action.
Pro tip: Visit your website and navigate around it. Check the user experience to see how you might respond if visiting your site for the first time.
3. Search Engine Friendly
Make it easy for the search engine to understand what your content is about by using keywords. Keywords are ideas and topics that define what your content is about.
A simple way to think about this is to distill everything on your page – all the images, video, copy, etc – down to simple words and phrases. Those are your primary keywords.
Keywords are important because they connect what your website is about to what people are searching for.
Consequently, it’s important to optimize your content so that the search engines see it and put it at the top of the search results. Here’s how to approach this:
- Is your business searchable?
- Is it visible on maps?
- Is it connected with other related content with inbound and outbound links?
Pro tip: Try searching for a keyword that is relevant to your business. See how your website or content ranks.
4. Loading speed
A slow website will harm your business. Site speed affects a variety of key metrics, for example, your site’s visibility and conversion rate.
These days, users expect websites to be fast. When pages take longer than expected to load you will most likely see higher page abandonment and bounce rates as well.
This chart shows how Mobify, a global digital platform that allows retailers to set up their shops online, increased their revenue with a 0.5 second decrease in load speed.
The numbers don’t lie. And it makes perfect sense when you think about it – shoppers are more likely to stay on a website if it loads fast enough. And those browsing will buy more.
Maintain your website’s loading speed to a maximum of 5 seconds to keep your visitors engaged. Don’t sacrifice design for speed, nor speed for design. You can compress images to keep the size small and make the loading speed uncompromised.
Pro tip: Open your website on both desktop and mobile – see how long it takes to load up. Identify images or content that take too long to appear and make the necessary adjustments.
5. Secure Website
The security of your website is vitally important.
Apart from losing money, if your website is hacked, it can result in huge losses in traffic, your site being suspended or crashing and even identity theft. Your personal data and that of your visitors could be at risk.
Your visitors will feel more at ease to make transactions or leave their information, when a website is secured.
Hotel company Marriott International was compromised by a hack that started as far back as 2014 but went unnoticed until 2018. With 5.25 million unencrypted passport numbers having been exposed, that is a massive cyber security fail.
You may not have millions of data points like the Marriott, but that’s no reason to leave your website and content vulnerable to hackers.
Always make a backup or restore point; and have a spare login you can use should your main one get blocked.
Pro tip: Check the front and backend of your website – look for needed upgrades. Check if your plugins are working too.
If you don’t look after your website, it can be harder for your potential customers to find you. When you’re not visible to your customers, they will go elsewhere.
Our short guide contains six key areas you can focus your attention on, to ensure that your website delivers success to your business.