Recently, we have been sharing tips about optimizing your business listings, keeping your web presence fresh with social media content, and ensuring your advertising sends leads to landing pages that convert. This month, we want to talk about your main website.
A branded website is arguably more essential to a business’s success than business cards, a sign, or a logo. There are very few businesses that can build on their success without a proper website. But what does an organization that has invested time and money into a digital home for their brand do to keep it working for them? Businesses have several options, including both in-house and utilizing dedicated website management teams to help them elevate their website and turn it into a valuable sales tool for years to come.
The typical business website falls into one of these basic categories:
These are websites that provide visitors with information about an organization, destination, or business. Commonly, these are the websites you may find for libraries, historical landmarks, museums, car detailers, and hospitals.
These are websites that sell a product, service, or experience directly on the site, such as an online retailer with a shop.
These are sometimes a type of eCommerce website, and they allow visitors to schedule a product or service. Commonly, these are hair salons, dental offices, equipment rental places, or experience booking websites.
Of course, it is not uncommon for a website to have two of these features. A historic landmark’s website might have a gift shop page, for example, or you may be able to book tickets on the site.
For this article, we will frame our recommendations based on the site’s predominant use. So, in our historic landmark example, the main purpose of the site might be to share visitation information about the destination, while its secondary function might be to list tours or to operate an online gift shop.
For a website to truly elevate your business and help you convert more online leads into real customers, it needs to be optimized, responsive, engaging, and offer a great user experience. The customer path, from first opening your web page to doing whatever you want the potential customer to do (often called a conversion), needs to be clear and simple. It is not uncommon for websites of nonprofits, destinations, or arts organizations to be built in a slightly more storytelling style. The websites are built to inform and engage, telling a story about the organization without a clear call to action for what it is you would like your visitors to do. Websites that seek conversions need to have very simple customer journey paths from website visitors to closed leads.
There are easy in-house steps you can take to improve any website, but a full website overview with a tech stack audit and customer journey mapping can make the difference between a website that works for you and one that merely exists as a digital business card. Branding, content marketing, and search engine optimization (SEO) are all part of a website that earns its keep, so to speak. Partnering with an experienced front- and back-end development company that treats your website holistically can ensure your hosting, domain, and support costs are worth it.
At Twothirty Media, we take the time to learn the ins and outs and details of your business. We help you build an ideal customer profile and recommend changes on how to most efficiently help them find your business and convert them into leads. In the meantime, here are five simple things you can do right now to improve any website:
What do you want your visitors to do? What is your conversion? To call your office, book a trip, or buy a product? It needs to be clear what visitors need to do immediately, and often!
Don’t bury your conversion. E-commerce websites should not overwhelm visitors with information and then hide the checkout. Of course, if there are things they need to know about your organization, let them shine, but don’t let them overshadow your visitors’ ability to follow your CTA. There should never be more than three clicks between a visitor’s first click onto your site and the purchase, contact form, or call button.
You might not consider a muffler shop a good candidate for a blog, but keeping content fresh is a big part of helping customers find you online, especially in the age of AI search engines or AI-led SEO.
This is true for all branding, but especially when you are trying to grab a web visitor’s attention immediately. What quality makes your business or organization stand out? Don’t hide that information. Make it a key part of the busiest pages on your site. Which brings me to the next point:
There are many free tools webmasters use to track how many people are visiting, where they are visiting from, and which pages and content are most popular, including Meta Pixels, Google Tag Manager and Analytics, and Microsoft Clarity. Google Analytics is still largely considered the industry standard. Make sure your site has this, and consider each of these tools when planning your site.
Even the most straightforward steps can seem daunting if your website is older or if you do not have a dedicated member of your team to manage your website. Partnering with an agency that not only understands branding and content that converts, but also all the moving parts of your website’s back-end development, can be the biggest piece in making a website pay for itself. Contact us today to learn how we can ensure your site is working for you.
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