In 2017, there’s no longer a question of whether or not businesses should have a website. Given that most people spend hours online each day, the benefits of having a website are clear. What isn’t always as clear is how to reap the full benefits that the right business website can provide. Plenty of businesses don’t see a meaningful increase to their bottom line despite having a website. Since this is a fairly common issue and one that has many causes, we want to highlight some of the best ways to improve a business website that isn’t living up to expectations:
Understand the Customer Journey
When someone visits a business website for the first time, it’s unlikely that they’re going to immediately make a purchase, request a free quote or schedule a consultation. Those types of activities require a high level of trust, which can be hard to establish when someone comes to your site for the first time. Overcoming this hurdle is why getting visitors’ email addresses continues to be so important for virtually all business websites. By using an email popup or overlay tool (this is something a WordPress development services can help you implement) and offering something of value in exchange for an address, you can start building a list. Then as people on the list interact with your business more through the emails you send, the likelihood of them becoming a customer will increase significantly.
Your website will be many people’s first interaction with your business. Since many of these initial interactions may occur on pages other than your site’s home page, it’s important to audit your site to ensure that each page clearly communicates what your business is about and the value it has to offer.
Look for Shortcomings
Even with a free tool like Google Analytics, you can get a lot of detailed information about what people are doing on your website. This type of tool makes it easy to spot pages that are performing below the average of the rest of your site. If you discover that certain problems are being caused by technical issues with your website, a web development company can help solve them. The same is true for removing unnecessary elements of a page that are distracting visitors from its core purpose.
Consistently Produce Compelling Content
Because the Internet has become such a busy place, it’s no longer enough to create a small business website and then leave it untouched. Your site needs to be consistently updated with new content that’s relevant and valuable to the type of people you want as customers.
If you’re in need of small business web design services to take your site from floundering to thriving, Web Strategy Plus has an expert team that can help.