As you finalize your marketing strategies for 2019, it’s important to consider your website as part of the process. Even if you are currently satisfied with your website, it never hurts to reexamine it with a critical eye and determine if it’s in need of any updates. Even a few minor adjustments can have a major payoff for your business.
To ensure your site will be more profitable for your business in the coming year, make sure it includes the following:
Search Engine Optimization | SEO
In order for your website to truly be successful, you need to be able to attract a steady stream of high-quality traffic. Through search engine optimization, or SEO, you can create a website that ranks well in the organic search results that matter most to your business.
- Focus On Relevant Keywords. To help ensure your website content ranks well in specific search results, you need to make sure you are focusing on the right keywords. Before implementing a new SEO strategy, spend some time doing keyword research. Free online tools such as Google’s Keyword Planner can help you find ideas for new keywords. Just make sure you are focusing on keywords that are relevant to your business.
- Structure Things Strategically. There is more to SEO than simply adding keywords to your website content. Details such as the way your site is structured can impact your SEO. Make sure your site is laid out in a way that is well-organized and logical. Doing so will provide users with a better experience (which we will explore in greater detail in the next section), but also be beneficial for your SEO.
- Don’t Expect Instant Results. Although SEO is a necessary and highly effective component of any digital strategy, you won’t see results overnight. In order to reap the benefits of your SEO strategy, a long-term commitment is required. Beyond taking time at the front end to develop a solid strategy, you’ll also need to spend time monitoring your results and making careful adjustments as needed.
When designing your website, it’s easy to get lost in details such as colors, images, fonts and other design elements. While these are certainly important, it’s important not to forget that the needs of your customers must take priority over your personal design preferences. If you want your customers to buy, book an appointment, call your business, or take some other valuable action, your website needs to create an experience that guides them toward that action.
- A Friendly & Intuitive Layout. Make sure your customers can easily find what they are looking for on your website. One of the easiest ways to accomplish this is by mapping out your site by listing each type of product or service you offer, and then nesting the specific products or services within their respective categories.
- Delight, Don’t Distract. Bold colors, eye-catching videos, and unique fonts might seem appealing, but make sure you are only using them in a way that fits within the flow of your website. A bold pop of color might persuade a user to click on a button, but if placed poorly, it could distract the user and prevent them from taking that next valuable step.
- Helpful, Well-Written Content. Ultimately, people end up on your business’s website because they are looking for something. Perhaps they need a quote for the cost of replacing their roof, or maybe they just want to learn more about the different types of roofing materials that are available. Make sure the content on your website answers your users’ questions, and helps guide them along the path toward conversion.
Tip | Blogs are a great tool for addressing common questions or concerns your potential customers might have. Through blog content, you can explore specific topics your customers are researching prior to making a purchase decision and increase the odds that they eventually decide to purchase from you. In addition to being helpful to visitors, these blogs will enhance your SEO strategy.
Search engine optimization will help you attract prospects to your website, and user-friendly content and design will keep them browsing, but those features aren’t always enough to get them to take action. If you want your website visitors to call your business, fill out a quote request form, sign up for your emails, or take some other valuable action, you need to include calls-to-action on your website. Make sure your website includes calls-to-action that follow these best practices:
- Strategically Placed. Proper placement, is crucial if you want your calls-to-action to be effective. Make sure each of your calls-to-action is located in a spot that is easy for users to see, but also fits within the design of the page.
- Beautifully Designed. You should also be strategic with the design of your calls-to-action. Make sure your CTAs stand out from the rest of your content in a way that compels users to take notice and interact. Try using a contrasting color for your CTAs so they grab your audience’s attention.
- Simple & Straightforward. While you want your calls-to-action to be well designed, you don’t want them to be over designed. Each call-to-action should be simple, straightforward, and should clearly communicate what the visitor should expect after clicking.
If you want to stand out from your competition in 2019, it may be time to revamp your business’s online presence. By investing in a high-quality, strategic website, you can help ensure that your business stands out in key search results and makes a positive first impression on potential customers.
Are you ready to build a stronger digital presence for your business, but aren’t sure where to begin? Contact our team for a free Digital Marketing Blueprint. Your Blueprint will include an analysis of your current marketing efforts, as well as recommended solutions to help you achieve better results online.