Don’t get tangled in the web!
In today’s complex world of multiple online and other outbound marketing channels, it can be easy to fall into confusing a trap of not knowing where to invest your time and effort. The humble website is our real passion, and at ConsultDan we think we’re pretty good at them. We enjoy working with our clients to help them create the right image for their business and ultimately their shop window.
When approached by new clients, whether it be for a complete new site or a redevelopment, we ask the all important question ‘what do you need your website to do for your business’.
This can often throw our clients completely, as many simply believe they ‘need a website’ or the fact that they have one, is a box ticked. Websites are probably the most important marketing communication investment a business can make.
Really? Lets take a closer look.
- Over 2,4 billion people use the internet everyday
- 90% of those 2,4 billion have purchased or contacted a company online in the last 12 months
- Use of the internet grew 8% across the overall population in 2015
- Over 57million people in the UK use the internet (the population is 63million
So what makes a great site?
Based on our collective experience of over 20 years, here are our key pieces of advice for ensuring your website is ‘up to scratch’ and you don’t get ‘tangled in the web’:
- Establish a purpose
First of all, its important to establish what you want your website to do for you as a business, and then map that to a new website build or review of an existing site. Do you want to sell products and services and if so who to? Who will update the site and how will it feature professionally as part of your overall brand?
- Be up to date and relevant
Is your website up to date and does it say everything it should about your products and your business? Is the content written and focused towards the visitor/customer to help them get the most value from their visit? One of the biggest mistakes many businesses make is to develop their content based on their internal understanding of their business, and not in the eyes of their customers.
- Optimise your performance
47% of people expect a web page to load in 2 seconds or less (eek) and 40% will leave your site if it takes more than 3 seconds to load. Are you using the right content management system (CMS) and are you regularly running performance reports to ensure your site performs well? There are many online tools you can use to evaluate performance and ensure your site is bug free.
- Be accessible
How easy is it for visitors to enquire, subscribe or simply call you? Make sure all relevant information is visible, and you give visitors a clear call to action. Online chat is a great way for people to contact your business instantly and get a quick and convenient response. Ensure you also include a feature for subscribing or capturing visitors to help with your wider marketing efforts.
- Track and measure feedback
Tracking of your website visitors and their feedback is a great way to help you make decisions on additions, changes and upgrades. We recommend a minimum of a quarterly review of:
- Number of visitors – old and new
- How long to visitors spend on your site
- What pages are viewed the most
- Where are visitors from and what are your biggest referring websites.
Based on this information what can you change?
- Keep an eye on the competition
Its always great to check whether your website stands out from the competition. Not only is design and aesthetics important, optimisation of keywords and search engine optimisation (SEO) can be extremely valuable for effectively competing.
- Content is king
Probably one of the biggest challenges any website provider will find is having their clients provide great relevant content. While today’s technology is increasingly efficient, it wont generate content alone or analyse your business and know which product or service to promote. In a nutshell you “get out what you put in” when it comes to website content. Good web content generates 3 times as many leads as traditional outbound marketing, but costs 62% less.
When it comes to the above, the team at ConsultDan are ready to help from website build and design, strategy, content development, optimisation and performance as well as a whole host of complimentary expertise. Why not get in touch to see if we can help you?