Over and over again I hear the same complaints from small business owners: “I have a website but it isn’t doing anything for me.” My first question for these folk is, “What have you done for your website lately?” Your website is not a magic bullet that is going to solve all of your business problems. It is a marketing and communication tool that should engage your potential customer and make them want to take that next step.
While there could be any number of reasons your website performance might be lacking, I would guess that the main reason is neglect. Gone are the days of slapping up a website and then just letting it sit, expecting the money to start rolling in. It’s like having a baby and then, immediately expecting that baby to begin earning a living. That’s not going to happen, is it? No, you are going to spend a lot of time and energy nurturing that baby into an adult who can then, hopefully, take care of you in your old age! Of course, I’m being flippant, but you get the gist: Your website takes nurturing, just like any other aspect of your business.
If you build it, they may not come.
You need to get people to visit your site in the first place. Of course, we’re talking Search Engine Optimization (SEO) but we are also talking Search Engine Management (SEM). Your website is not a Ronco Showtime Rotisserie – you can’t just “set it and forget it.” SEO and SEM are crucial to finding new leads.
I am not an SEO expert, although I have a working knowledge of best practices. This is an ever-changing world and it will be well worth your money to invest in an SEO/SEM expert to set up and maintain your ranking. I work with a young man that is fabulous at this and am happy to recommend him to all of my clients. I’ve interviewed many “SEO Experts” over the years and find Máté to be the most knowledgeable, reliable and affordable.
Content is King (or Queen)
You’ve all heard this and that is absolutely true. Your website performance depends strongly on what you feed it. Your content should be focused, specific and provide a solution to your site visitor’s problem. When someone comes to your website, what is the problem they are trying to solve? How can your company solve that problem?
It’s not about you
I sometimes get content from clients that goes something like this: “I am a (fill in the blank). I do this and I do that. I have won awards. I want you to do business with me.” Now ask yourself, if you met this person and this is what they said to you, would you want to do business with them? Of course not, because it’s all about them. When I get content like this, I usually ask the client to take another crack at it and to write it with a “you focus” because your potential client want to know one thing, “What’s In It For Me?” (WIFM for short) If your website has Google Anlytics installed, take a look at your “bounce” report. What pages are people leaving your site from? If you find that certain pages have higher bounce rates, take a look at the content on that page and see if you can find out why. If your site is not connected to Google Analytics – why not? That’s like having a store and not knowing how many customers or potential customers come in on a daily, weekly, monthly, yearly basis!
Don’t fear the blog
A blog is simply an article (like this one) that shares information you think your site visitors will find useful. Notice, I’m not trying to sell you my services in this article. I am simply sharing some of my thoughts about maximizing the productivity of your website.
If you don’t feel comfortable writing your own content or blog, or just feel like you need a little help, hire a copywriter. You’ll want to look for someone you feel comfortable with and who understands your “voice.” You want every post be feel like it comes from you.
There are other ways to improve your website results but for now, why don’t you take a look at the things I’ve mentioned here. If you want an honest opinion about your current site, let me know. I’m happy to give you a free consultation.