Get Your Website Working For You
Does Your Website Need a Facelift?
Your website is your face to the world. With the rapid evolution of the internet, it’s always a good idea to check up on how your website is looking after a year or two, more often if it’s not performing for you. When it comes time to do a website redesign keep these five tips in mind to get the most from of your efforts.
1) Goal: More visitors and leads. The reason you are redesigning your website is to impact your business, not because you or your CEO are bored with the design. So, focus on the results you want: more visitors, leads and customers, then make decisions based on these goals.
To accomplish the goals of getting more visitors and leads, your web site must get more traffic. There are many ways to realize more traffic but the best, most cost effective way by far is getting the top organic search engine result position (SERP) for your keywords. At that point SEO (Search Engine Optimization) becomes critical. Despite what your graphics department has to say, SEO is integral with whole website design. For your website to be an effective business tool, you must not only look good, but also rank high and more importantly, convert!
How your website ultimately looks will be informed by that criterion. The graphics and visual layout must work together to serve that purpose. In many cases, your SEO and graphics department will be at war with each other. (That doesn’t have to happen when your graphics and SEO department are one and the same). Success really depends on the holistic design of your website.
2) Avoid pitfalls. Inventory your assets and protect them. A website redesign can negatively impact your results by unintentionally removing the assets – website pages and links – that are driving the most leads for you. Make sure to figure out your most powerful pages and links and protect them during the redesign process. This is where Google analytics comes into play.
3) Invest in remarkable content that attracts visitors and converts them into leads. A fancy design does not necessarily bring results, although a fresh, modern professional look goes a long way to getting attention and establishing trust. The function of your visual design is to compel action- click on a button, fill out a form, make a phone call, buy now or get more info. Your website redesign should combine function and form to get the visitor to your website to do something. The best way is to have an attractive graphic as a background image to your compelling “Value Proposition” and a handy CTA (Call To Action, usually a button to click or phone number to call). That important piece of info goes to a search algorithm metric known as “bounce rate”, which is the percentage of visitors who, after clicking on your entry in search results lands on your page then hits the back button (or “bounces back”) to search results page (SRP). You want to keep your bounce rate below 50%. Google sees that as an indication that what you have is valuable information that people want and could rank you higher in SERP, for even more traffic!
See how it works?
That means create informative and relevant content the searcher is looking for- basically to solve a problem, (like this blog post!). In other words write for people, not the Google bots! That means implementing an ongoing content creation strategy which is done mostly by blogging to add more valuable, informative content to your website over time.
4) Create conversion opportunities with calls to action and landing pages. Once you have visitors coming to your website, give them the opportunity to give you their contact information in exchange for content. This means using landing pages – and having control over your landing pages – as you build out your new website.
5) Measure the impact on visitors and leads. At the beginning of your website redesign process, you decided you wanted to increase visitors and leads. Did it work? Make sure you have the website analytics in place to measure your progress towards your goals.
A business website is a business tool and should deliver business results. Leave the works of art to the galleries and museums. Your career and your company will thank you for it.