In the wake of the pandemic, more consumers are looking for products and services online than ever before. Even companies that never had a digital strategy are turning to online marketing to boost business. If you need to improve your digital marketing efforts, your website is the best place to start.
Your website is a credibility piece for your brand and acts as the hub of your digital marketing strategy. If online marketing goes well, you will be driving more qualified traffic to your website and you need to know that it can convert visitors to prospects. Here are 10 questions to ask yourself to ensure that your website is optimized for success:
1. Is your website functional?
Your site may look great, but in order to be effective, it must also be functional and up to date. Ensure that your website is accessible to your potential customers: Is it easily found when searched? Does it load quickly? Is it well organized for optimal user experience? If not, your website may leave a negative impression on your brand.
2. Does your site navigation feature your company logo?
A logo is much more than just an image; it’s your potential clients’ way of recognizing your brand. Make sure your logo is clearly visible to give your website visitors confidence they are in the right place. (Bonus: all of your online branding should match. That means the images and messaging used on your website, social media channels, e-newsletter, etc. should be consistent.)
3. Is your website mobile-friendly?
If mobile visitors have issues with loading or using your website, they will likely leave very quickly. Make sure you audit your mobile website to ensure you can find important information and that everything is easy to read and click on.
4. Does your homepage have a call-to-action above the fold?
When you feature too much information on your homepage, it’s easy for visitors to go down a rabbit hole and not complete the desired action you want them to take. Make sure you have a clear call-to-action above the fold on the page (high enough up that they can see it without scrolling) that leads visitors down the desired path to engage with your company.
5. Does your site have an About page?
The About page is your chance to tell your story and make a connection with your audience. It allows you to showcase who you are and what you value. Improving this page will engage potential buyers and also help you attract the type of team members you want to add.
6. Does your site feature an About video?
People have short attention spans. Some website visitors are more likely to watch a video instead of reading paragraphs of text, making it valuable to have an About video to communicate your most important messages to potential customers. As an added benefit, sites with videos often perform better in search results.
7. Does your site feature high-quality photos of your product and/or team?
Stock photography has statistically been shown to reduce a site’s effectiveness in converting leads or sales. Using your own original photo content gives your brand a human face. If you sell a product, having your own product shots will help bring your product to life and make your site more trustworthy. If you offer a service, use lifestyle photography to introduce visitors to your team, and give them some context on the experience of working with you.
8. Does your site have separate content-specific pages for each product/service?
Each individual product or service you sell should have its own information page. This is a best practice for SEO, but can also improve the user experience on your website. Separating these pages will also help your site be found online when people are searching for a specific product or service, and it gives you a place to link directly if you want to talk about a particular offering on social media.
9. Does your site feature testimonials and/or case studies?
People trust other people. Not having testimonials or case studies readily available on your site can be a warning sign to others that your product or service has not been around long. Including these things builds credibility and trust and makes your website more effective at converting leads or sales.
10. Do you have a blog on your site that is updated regularly?
Blogging is the number one tool for supporting your SEO strategy and allowing you to be found easily online. As people search online for information, blog posts you’ve written will pop up – and carry visitors right back to your website. Blogging is also important because it allows you to connect with customers, showcase your expertise, keep visitors engaged, and build credibility.
In today’s landscape, it is crucial that you have the correct digital marketing infrastructure set up to produce optimal results for your business.
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