Your website should be an extension of your marketing. It should clearly lead your users into a sales funnel that supports the digital changes you have deemed important to your target client base. However, there are many questions you need to answer as part of a digital check-up to make sure you are running with a healthy website that is performing at optimum levels.
- Who is your target client? Do you know where to market to them? Your website doesn’t have a traffic problem. You can increase your traffic through many sources. But, why spend marketing dollars trying to drive traffic to your website and into your funnel if your BEST client isn’t on that traffic source?
- Do you have a clear sales funnel for your website? If you expect that your target client or lead will come to your website and just figure out the best way to connect with you, you clearly don’t know the Internet. I have worked in usability for the past five years and I’m always astounded at how most people just don’t get it. If you don’t have a sales funnel, then you really need to figure out what you want your client to do because most of them won’t figure it out and just bounce.
- Is your website simple to navigate? Most folks won’t hang out on your website. A HubSpot blog stated in March of 2014 that 55% of visitors spend fewer than 15 seconds on your website. If they can’t find what they are looking for, then they aren’t wasting any more time on you.
- Do you have Google Analytics installed on your website so you can track activity and visitor behavior? Do you ever look at any of those reports? Google Analytics provides a wealth of data to you all for free. If you have Google Analytics, then you’ll be able to know what type of devices your clients are using when they visit, how long they stay, and what pages they visit.
- How is your SEO? Your website content needs to be ready for Google to read and index, so if Google or Bing can’t read it, then they will drop you to the dark hole pages on their search engines Your content needs to be using keywords that work to target your client segment. If you make million-dollar widgets in a market where someone makes thousand-dollar widgets and you aren’t interested in the thousand-dollar widget game, make sure you have information in place that clearly indicates to users that they should go contact the other guy who makes the thousand dollar widgets. It’s all about writing your content to make sure you positioning your product in the market effectively.
The bottom line is: Is your website pulling its own weight? Are you getting your best clients from it? Or, is it just an art project, languishing on a hard drive somewhere in the vast reaches of the Internet?
Why not put your website to work? Download my free workbook, “5 Things You Can Do This Week to Get Better Leads.” Then, try those out on your website and see real performance in action.