Relaunching your website doesn’t have to mean creating a whole new site. Your existing site is one that you can make work for your business, and you can turn your website into sales simply by making a few simple changes. Review your website on a consistent basis, and remember that having a great website design team waiting in the wings is always a time saver as well as an essential investment.
1. Fast loading
Does the site load fast? In a get-it-now culture, the website must load the landing page as well as every single additional page quickly to convert clicks to sales. Making visitors wait will push them away – potentially to sites that do load quickly, where they will take their purchasing power. Talk to your site administrator to find out how fast the site loads, and if you’re not happy with it, have it fixed right away. You can also do a simple speed check at http://tools.pingdom.com/fpt/. Don’t lose customers due to something as simple to fix as website speed.
2. Mobile responsive
Making sure your website is mobile responsive must be one of your top priorities. Mobile devices are everywhere – websites that don’t conform will be quickly left behind. Make sure the site is easy to use on a mobile device and if you have an e-commerce site make sure customers can easily purchase here; sites that force a user to zoom in or scroll around the screen are ignored over those that fit the screen. Fixing a site that isn’t mobile compatible may be as easy as installing a plug-in or asking your web designer for a new CSS file, but depending on your site it may be more involved. You can also ask Solstice Digital for a free evaluation of your site and we will let you know. The cost accrued to switch to a mobile-compatible site will be returned through sales made and leads generated over mobile devices, and often, the site content can remain the same for both computers and mobile device screens.
3. Call to action
Consider the call to action. Is it clear what the customer should do? The call to action needs to be for a purchase whether you have an e-commerce site or not, or at least for the step prior to purchase, a contact or consultation. If your call to action does not have a clear direction, customers will be less likely to follow the instructions. Make sure the call to action is clear and gives concise instruction.
4. Easy to read
Your site should be easy to read. Consider your audience and write for that customer base. If you cater to executives, use the language they prefer. If you cater to educators, speak in the appropriate tone and with the phrases they would use. The site must draw in – and hold – the right crowd if it’s going to be successful. Does your target audience prefer links, where they can choose to visit other resources? Do they value having summarized information on your site better? It is easy to do a survey on-site or on a test site and get feedback from a select group of your customers. Decide what draws your audience and make sure your site delivers.
5. Information above the fold
Customers aren’t lazy, but they are in a hurry. Present the most important information above the fold (where the screen ends before you have to scroll). Additionally, your customers need a compelling reason to scroll below the fold, especially if the call to action and purchase button is at the bottom of the page. Some companies will place a call to action button on the top and the bottom of the page. Make sure the customer is drawn deeper into the site from the information above the fold.
6. Traffic reports
Are you using traffic reports? If you’re not, how do you know if the website is working for your company, and your leads or sales? Monitoring of traffic reports is essential for everything else in this article; if traffic is low, changes need to be made. Google Analytics (GA) is the industry standard and Solstice Digital can help you set it up if you don’t have it currently installed. Make sure you are using GA and review and respond to the metrics on a monthly basis for a website with the most return.
7. Social websites get more attention
Those “share” buttons at the bottom of the website or articles may seem silly, but they are essential. Websites and articles that can be shared on social media get much more attention than those missing this capability. That little button increases exposure and makes it easy for customers to spread your company’s brand and name. While copying and pasting the URL is an option, most people don’t bother. They will simply navigate away to another article that can be shared, and your modern-day word-of-mouth advertising opportunity is lost.
8. Learn about SEO – and stay updated
Staying updated on SEO is essential to an effective website. For example, everyone who stuffed keywords years ago was out of luck when Google changed its algorithm. You or your website agency must understand the latest in how SEO works and how to update your site to stay ahead of the curve. If you have a great marketing and website design team, they should be doing this for you. Keeping up with SEO changes will help keep your website ranking high on Google.
Revitalizing your website, and making sure it’s working for your business is what leads to more customers and higher sales. Remember, we can help you review each of these tips and help you transform your website into the selling machine it’s meant to be.