When most businesses ask “How do I evaluate my website?”, they are doing so because they realize that the site they put together in 2010 simply does not pass muster in the current internet environment. Often, they have lost track of the company they used to create the site originally, or have put their site in their low-priority to-do list. What these businesses don’t realize is that they are wasting an extremely powerful marketing tool that can be working around the clock for them.
I’ve put together a list of five steps you can take to improve your site’s performance and start making it work for you. If you need help with any of them, please reach out to me for some help, some friendly advice, and maybe a cup of coffee 🙂
1. Is your site mobile-friendly?
The use of mobile devices to access the internet has exploded in recent years, overtaking other methods years ago. Across most key indicators – including visibility, time spent on site, conversions, and purchases – mobile devices have become the standard way of accessing the internet for the majority of users. This is why you need to ensure that your site can not only be accessed via a mobile device but is designed to be viewed on a mobile device from the ground up. Sometimes this can be an easy fix, others require major surgery. I can take a look at your site and let you know which option would work best.
2. Do you have any broken links?
Missing or broken links can negatively impact your site’s search engine ranking, and are also a poor reflection on the quality of your business. I use tools that search for broken links, so we can zero in on getting them fixed as quickly as possible. This is also true for missing pages (they bring up the “404: Page Missing” error code that you sometimes see). I will help you find those as well and make sure that those links direct your customers to active (and valuable) pages.
3. Is your content current?
In order to keep your visitors engaged, you need to offer them content that is useful and current. Seeing sales reports from 2015 might have a certain historical appeal, but someone searching for information on current market trends will not even bother with it. That’s why regular updates are essential to keeping your site relevant (and useful) to your visitors. In addition to creating your own content, there are several tools we can use to automate portions of your content creation process – making your life a little easier and your site a lot more relevant.
4. Do you have analytics enabled?
Business analytics is not just for nerds anymore. Businesses around the world are tapping into the capabilities of digital marketing. The bottom line is, even if you’re only running a few AdWords or Facebook ad campaigns, you will really benefit by connecting your site to Google Analytics and Facebook Pixel. These, along with other available tools, can help you see the broader view of your customer’s journey through your marketing funnel. With them, you can fine-tune your messaging and turn your leads into paying customers at a much higher rate.
5. Are you taking advantage of link building?
When Google looks at your page, it measures many aspects of your site to determine how high it will rank – the most important of these being backlinks. In short, the more pages/websites that link back to your site, the better. There are other factors, such as the ranking (or site authority) of the page linking back to your site, but for the most part, you want as many sites linking back to you as possible. I have some techniques for building a variety of backlinks to your site depending upon the nature of your business, so message me and we can get started right away!