As at December 2018, there are 4.1 billion people in the world who use the internet. That statistic alone is the best reason to invest the time and effort into your business’s website.
These days, a company without a website is pretty much unheard of, meaning business owners need to consistently improve their site in order to have any hope of competing online successfully against their competitors.
There are so many aspects to consider when it comes to creating and maintaining a website. And yes, some are more crucial than others, but don’t forget about the subtle details that are quite commonly ignored.
It’s these subtle details that can define your success, whilst others overlook and dismiss them. Capitalising on these will most likely put you in front of your competitor.
Take a look below at some of the most important factors to begin with, and try to visualise your website while reading through.
How user-friendly is your design?
The first thing you notice when visiting a website is its design, for better or worse, which is why it’s common to consider your site’s theme and other aesthetic aspects, and it usually takes forever!
Given that smartphones are fast becoming the most popular way to view online content, you will need to keep mobile view at the forefront of your strategy when designing your website.
See below stats on past, present and future use of e-commerce through mobile.
While there’s no doubt that the style and professionalism of your website’s design need to be high quality, it’s the user-friendliness (or lack of) that will prove to be the deciding factor for your visitors.
When potential or returning customers visit your website, it’s crucial for their experience to be an efficient, hassle-free affair.
If your site is complicated or confusing to navigate, links or buttons don’t work, or the information they need is hard to find, then it’s safe to say that they will abandon your site. They’ll probably end up with your competitor, who already knows how important their website is to their revenue.
Primary menus should be located in plain sight (ideally at the top of the page with solid drop-down options), and respond correctly for fast, effortless navigation. All internal and external links should lead to the correct pages and/or sites.
Also, ensuring that your contact information is easy to find will prove to be useful for new and repeat business.
Improve performance with better web hosting services
In the early days of creating a website, budget and under-powered web hosting was the way to go. But as technology continues to advance, our levels of expectation increase.
One of the ways business owners improve site performance is by upgrading their website hosting service. Upgraded web hosting grants you more bandwidth and web space to play with, and therefore increases the efficiency of your website.
In order to out-perform your competitors, quality website hosting is not a choice, it’s a necessity.
These days, broadband services provide us with a rapid connection, allowing websites to load in a matter of seconds. Anything less is now considered to be below average, and it will cost you dearly.
It sounds harsh, but the fact remains - if your business website is slow, people won’t hang around when there’s a quicker and more reliable alternative.
As we’ve discussed in a previous blog, the majority of users, being potential and returning customers, will abandon your site if it takes longer than 3 seconds to load.
Not only that, site load time has become more crucial than ever. Websites with slow page speed will have a harder time ranking at top search results.
Google has acknowledged that website load time is an important factor when it comes to their end goal - to provide users with search results which include sites that are optimised for speed.
See our Load Time Blog for more detailed information on how you can achieve optimal load time in order to gain more paying customers.
Include high-quality content on your pages
Well-written content is a necessity of any reputable website. Without it, you’ll struggle to engage your target audience and promote your business effectively.
High-quality web copy throughout the various pages of your site gives customers a reason to stick around, check out what you have to offer, and massively increase the chances of successful conversions.
Remember, the longer your site visitors spend on your website, the higher your site will rank on Googles SERPs (Search Engine Results Pages). And we all know how important that is!
Another popular and useful form of content is blogging. While this started out as a novel way to keep a digital journal, it’s now become a crucial marketing tool for businesses, helping them to improve their site’s SEO and directly connect with their audience.
A blog is the perfect platform to establish your brand further, as well as provide more information about products and services.
Read more detailed information on blogs here.
Improve your SEO
Search Engine Optimisation is something that every website owner should take note of and explore to the max.
Your website is virtually useless without having a well thought out SEO strategy.
As most of us know, SEO relates to the marketing methods used to make websites rank higher on search engines.
In case you’ve forgotten - why is this important? Think about it. When was the last time you searched for something on Google and didn’t find exactly what you were looking for on the first page or two? Exactly.
Ranking higher means you’ll appear on the initial pages of a search, and that will give you a much better chance of gaining new customers.
While this may sound complicated to anyone who isn’t acquainted with marketing knowledge, applying simple SEO techniques such as keywords and backlinks will benefit you greatly.
Keywords are phrases and words that relate to your business and industry, which you should be using throughout your copy and blog posts. For example, if you’re a builder based in Brisbane, it will benefit you to rank for keywords like ‘Brisbane builder’ or ‘builder in Brisbane’.
Backlinks are links to high-authority websites to support statistics and other data mentioned in your content. This tells search engines that your site is a relevant and reliable source of information.
Incorporate Landing Pages in your overall website strategy
Before I knew any better, I thought a landing page was the homepage of a website. But this turned out to be completely wrong!
So what's the difference?
Your homepage is designed with a more general purpose in mind. It speaks to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site. It’s designed to encourage exploration.
Your landing pages are designed for one purpose only.
Think of the links on your page as leaks. Each link on your page that doesn’t represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate.
Landing pages should have all navigation and extra links removed so there is only a single action for your visitors to take – to click your call-to-action.
The potential uses of landing pages are almost limitless, but the end result will remain the same - to collect personal information (or generate leads) in exchange for something they will get from you. This could be reports or whitepapers regarding a specific industry, an eBook or newsletter, just to name a few.
Put simply, never start a marketing campaign without a dedicated landing page.
Google and Facebook ads continue to dominate the online advertising space, as they are both a hot-bed of daily activity. These kinds of paid advertising require a dedicated landing page in order to optimise your conversion rate and capitalise on your ROI.
The most recent stats show that landing pages converted 65% better than website pages. If you aren’t already building landing pages as part of your overall marketing strategy, then you should start considering it.
With a website, you have the ability to connect with and market to a broader customer base better than ever before. So, it’s vital to ensure that you do your very best to improve it wherever possible, and the advice mentioned about will give you some ideal areas to start.
Of course, not everybody has the time (or inclination) to spend days, weeks or even months on perfecting their website in order to gain optimal performance and increase their revenue. This is where we can help!
We offer monthly subscriptions to a range of areas in digital marketing that can help you get the results you want, and free up more time for you to concentrate on running your business. That way, you don’t have to spend a fortune up front and only pay for what you need. See more on the benefits of a monthly subscription.
Check out our packages, and give us a call if you need to know anything more.