We’re sure you will have heard websites compared to shop windows on numerous occasions. Indeed, much like the world of retail, potential clients are likely to make a snap decision about your business from a 10 second glance at your website as they would walking down the high-street.
However, your website is far more than just a shop window or digital sales brochure. It leads your digital marketing strategy and drives customer acquisition, conversion and retention.
So how can you ensure that it is performing to the best of its ability?
Make a good first impression
It’s important that your website makes a good first impression – it is often the first introduction a potential company will have of your company. It should not only look good but easy to use. You also need to consider that more and more people are browsing the web on mobile devices so it’s important that your site is mobile-friendly.
For your website to deliver, it needs regular care, attention and upkeep. You can’t create a website and then just let it sit there without adding anything to it. Regardless of how great your website looks, every client that has a positive first impression will have little reason to revisit it if you do not update it often.
By regularly updating your site with fresh, interesting and informative content, (be that blogs, infographics, guides or videos) you are showing that you are dynamic business with something to say. What’s more, Google rates frequently changing content highly when ranking sites in search engine results.
Good content is key but make sure that it is also timely and relevant to your field. Think about what industry news is happening that you could have an opinion on. Topical and current news gets high search volume and Google favours timely blog posts and content. Plus, this will show that your company has its finger on the pulse of developments in your market, increasing levels of customer engagement. Your blog can be a great way to win business.
Communicate your values
You need to ensure that your website reflects your business, values and sector. It’s now easy to build a website that is visually top of the range, but although an attractive website is important to draw in users, is it what your audience is looking for?
Some of the most successful websites are a bit plain to look at but demonstrate a real understanding of visitors and their needs. So embrace your values and play to your strengths – your clients will be genuinely interested in what you have to offer, will be more likely to stay on your page and engage with you.
Ensure you can be found
Sure, having a great-looking website with strong content is bound to attract customers …so long as they find it!
According to research by the Search Engine Journal, 75% of Google users won’t go past the first page which means if you’re not in the top 10 results, you won’t be getting much in the way of traffic, clicks or enquiries.
It’s a good idea to invest in discovery strategies and build your SEO via keywords, coding, reducing page load times and through link-building (both internally and across other sites that Google considers to be authoritative). This will help to raise your profile and build an audience.