As technology becomes more and more important for businesses these days, it also becomes essential for a business to have a company website. This is especially true if you’re targeting customers from all over the world. Now, if you already have a company website, but it doesn’t seem to be doing much for your business, then you may need to rebuild or at least redesign it.
Here are the most important considerations you need to take note of to make sure your website will reach its optimum potential:
Set Realistic Goals
It is one thing to set goals for your website and another thing to set goals you can realistically achieve. Setting unrealistic goals is setting yourself up for disappointment. To make sure your goals are realistically achievable, it is best to ask yourself these questions:
- What are the possible reasons for people to visit my site?
- What are the specific ways in which I can serve my site visitors?
- Why are these services important to my business?
The answers to these questions should serve as a guide as regards to your goals for the website. Bear in mind as well that a website is comprised of several pages. You need to make sure that each of your web pages has a specific purpose.
Each of your web pages should also connect to the other pages so as to give your website a sense of cohesiveness. More importantly, your goals for your website should have a clear and direct connection to your goals for the business itself. The success of your website should directly contribute to the success of your business.
Make sure there’s a direct connection between your website and your social media pages. This will help you achieve better engagement. Some of the most recommended ways of doing the same are:
- If you have a WordPress site, there are several plugins that you can use to let visitors access your social media profiles, or even follow you directly through the site.
- Pulling your social feed on your website is also a good method of engagement. It lets visitors see that you are active on social media and encourages them to connect with you on social platforms.
- Make it easy for your visitors to share your blog content on their preferred social media platforms. There are several social sharing widgets like, Sharethis, Addthis, etc, that you may find useful.
Determine What Needs Fixing
If you already have a website that doesn’t seem to be working as well as you originally expected, then you need to know for sure what has gone wrong. After all, you can’t realistically find a workable solution when you don’t really know what the problem is.
Broken links and 404 error pages are among the most common problems that drive visitors away from otherwise good websites. How can you engage site visitors effectively when they can’t even link successfully to your web pages?
Ideally your website should answer the following questions for your target market at the first glance:
- What does it offer for visitors?
- How can visitors access the services offered?
- The pricing details
- How can you be contacted in case they have any queries and questions?
- Features that establish your business’ credibility, such as well-known clients you have worked with, testimonials, etc.
In addition to that you must ensure that your website offers easy navigation, has a simple un-complicated structure, and that you have a responsive help-desk.
Identify Pages That Work Well
Your existing website can’t be all that bad, right? There has to be at least a page or two that’s still contributing to the achievement of your goals. Find out what these pages are and then make sure they’re well taken care of.
You website analytics can give you detailed insight into what pages get the maximum number of visits, and for how long visitors stay on those pages. If your bounce rate is high, then it means that the pages need more engaging content or that you are not offering content to match the keyword query that brings visitors to that particular page.
Another technique to analyze your website’s performance is to look at the referral section in analytics to understand which pages are sending you the maximum traffic. So, for instance if your Facebook page sends maximum traffic to your website, then you should try and duplicate your FB strategy on other social media networks as well. Or, if you find that most of your Facebook audience checks out your Home Page and About Page, you could try creating teaser posts with URLs to your sales pages.
Educate Your Customers
Videos are excellent tools for educating customers about your business. You can create videos about various aspects of your business to help your customers understand your services and features better.
For instance, let’s say you run a fitness institute; you could create videos to educate potential customers about your fitness programs, and weave in testimonials from satisfied customers to showcase the effectiveness of your programs. Videos about general weight loss and fitness tips could also be great customer engagement tools.
Introduce a Referral Program
Nothing works like word-of-mouth publicity and one of the most effective ways to ensure that your own clients/customers become your publicity agents is to offer them incentives to refer you to their friends. Integrating your social media platforms with your website will only make it easier for them to share information about your business with their friends. You may either offer discounts on your products, freebies, or gift coupons, etc, to customers who get you new business.
For example, a lot of e-commerce websites do this by giving you store-credit when you refer a friend to them and often add extra credit to your account when people referred by you make their first purchases.
In this day and age, it’s no longer wise to concentrate exclusively on making your company website rank well on search engine results pages. It has become equally important, if not more so, to design your website such that it caters directly to what your target market wants to see. You shouldn’t treat your site simply as an online version of your sales counter. Rather, you should treat it as the online version of your entire store of office, where you greet every customer who enters, make them feel welcome, and try to address their every need.