By Lorraine Ball
Last month I wrote about conducting a performance review for your website. I focused on the behind the scenes data such as traffic and keywords. This month it is time to turn your attention to design and results.
Evaluate Your Visual Design
Be critical, your website performance review should include a close look at the design of your website. When was the last time you updated your site? If the answer is more than two years ago, you’re doing a disservice to yourself and your customers. Not only are you not providing up-to-date information to your clients, you’re missing out on a chance to improve your search engine ranking with frequent, relevant updates.
Consider adding regular blogging to your marketing mix, or at least keeping your website fresh with new events, tips, updated employee bios, and other information your customers want to know.
Look at the websites of your closest competitors. How does yours compare? Does your site look a little worn around the edges, a little out of date? How does the writing compare? Does yours flow and make sense, incorporating keywords, and focusing on your customer’s needs? If not, it may be time for a face lift.
Do you have conversion opportunities such as simple contact forms, or white papers and checklists for visitors to download? If so, determine how many people are taking advantage of those activities. Establish a goal such as 50 subscriptions to your newsletter, or 10 requests for proposals. Make the numbers specific and measure every month. If you miss your target, go back and look at your website again. Measure, and adjust, over and over again.
Count your new customers
How many people became clients because they dropped by your website? This includes clients who come to you via your online contact form, as well as those who picked up the phone and called after seeing the site. Make sure you have a system in place for determining how prospects found you.
Need Help with Your Website Performance Review?
The most critical part of any marketing activity is measuring and making sure your activities are paying off in a meaningful way. If your website isn’t up to snuff, give us a call and let’s talk about how we can help make sure your website is an integral and effective part of your marketing strategy.
Need help? Contact Roundpeg, an Indianapolis web design firm.