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Is Your Business Website Pulling Its Own Weight?

This is a guest post by Savannah Marie, a writer and online marketing enthusiast. She is the editor of her blog, Mixios, which focuses on online marketing, social media, and business. 

An effective website design can eliminate various responsibilities which are usually handled by employees. In other words, when a business site is used properly it can automate tasks and provide several valuable benefits.

That’s all fine and dandy, but how do you know if your website is up to par? What kind of benefits does a successful website offer?

Does It Attract New Clientele?

It doesn’t matter whether your business operates solely online or off. In order to make a profit, you need to attract new customers and clientele frequently. In the online world, the best way to do that is to increase your SEO standings. The most relevant results appear in search engine listings, so obviously it’s in your best interest to have your website rank as high as possible.

Is your website generating enough traffic and business on its own? Are there plenty of new customers visiting on a regular basis? If the answer is no to either one of those questions, then you need to reassess the value of your website. There are definitely other ways to attract potential customers, but your website should still be able to pull its own weight.

Does It Have Social Media Integration?

This is an absolute must when it comes to modern website design. A social media presence has to be baked into the site. Not only does it make the entire marketing experience easier and more accessible, it encourages visitors to share content through their own social media accounts.

People are more apt to “like” a particular page or blog post if they can do it right from your website.

Does It Represent Your Brand or Communicate Your Mission?

When a new visitor lands on your business website, there should be no question about what goods or services you have to offer them. Also, there should be no question about why they care for your brand. That latter point may sound a bit silly, but you’d be surprised how many company websites offer vague descriptions and botched information.

Not only does the overall design need to stay modern, but the content does too. That entails keeping brand information up to date, and releasing frequent news updates which brings us to our next point.

Does It Feature Regular Content Updates?

The proper term for a site with regular content updates is a “blog,” at least these days. Realistically, blogs can come in any shape or form and they can also be presented with different types of media like audio, video or even images. Regular content shows customers that you are active, but it also helps SEO ranking. If you don’t already know, search engines are what generate new traffic for any website.

Even if you don’t want to run a full-fledged blog and post content updates daily, at least post occasionally about brand related news or happenings. It will keep customers interested in your business, thus keeping you in sight and in mind.

Does It Transform New Leads Into Customers?

Traffic is great, but it doesn’t mean a thing if those new customers aren’t spending money on your products. Your business website needs to convert leads into paying customers. The best strategies for doing such a thing are going to vary from business to business, but you should definitely seek out a way that provides great results for your business. Quite frankly, if your site is unable to turn interested parties into paying customers there’s no reason to have it running.

It can seem like a daunting task for some businesses to turn a lead into a conversion, but here are some options to look into.

  • Allow the user to tell you what they want to know. 12 Keys has a comment box on their contact page that encourages the visitor to tell you what type of information they are looking for. This allows the content you follow up with to be tailored specifically to that user’s needs; increasing your chance for a conversion to take place.
  • Highlight products and services. For the user that isn’t yet sold on all you have to offer, try sending a newsletter. This piece of content will give them a sense of your brand as well as educate them on the products and services you provide.

Does It Offer Ample Tracking and Stat Information?

Whether you have an integrated e-store on your site, or you connect interested clients to a buyer directly you’ll still want to track such information. Stats will provide valuable insight about your brand and customers. There are plenty of ways to track this information and even if you don’t know how to implement such a thing, IT and programming professionals definitely can.

Bottom line is to make sure your website provides detailed reports about visitors, successful conversion rates and more. You’ll also want to know a lot about your traffic, like how long the average visitor is staying, how many pages they view per visit or where they are coming from.

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