5 Tips To Improve Your Website Performance
Small business owners often try hard to get their business online but don’t quite get their efforts working to get found online as well as they could. Big businesses – with huge budgets can fall into the same traps.
A lack of technical skills can stop businesses from presenting the business the way it could be showcased online. This can be fixed and can make all the difference between a business getting found online – and being nowhere. Why does that matter? Because getting found is key to making sales – and presenting customers with a business they can find that is in good shape and presents as a business they can trust.
Tweak your website
There are many articles online about setting out your website and still many websites that I see miss out on the basic elements that customers need to know.
Check your website as though you are a customer.
Do all the links work?
Is the location you service shown?
Find your contact number
What are the shipping conditions?
Can you buy online or is it for local customers only?
When are you open?
What’s your address and is there a map?
What social media platforms is the business on?
Are the social buttons connected to the accounts?
Are the accounts on social media being updated regularly?
Try buying something…
What’s it like using the shopping cart?
Is the information on the product pages telling a full story?
Is it easy to go through the buying process?
When you look at your own website as though you are a customer not the owner, things can look quite different!
See where any information that would help the customer is missing.
Check the page source and make sure that your meta description tag is filled out and in less than 150 characters says what you do and what you want customers searching to know.
Put what you do in the Title tag – not your name!
How does it look on mobile phones and tablets?
Here is your list to make to fix the site and make it work for you as well as it could.
On the page
Does the copy flow well and say what you want customers to know?
Is it clear and succinct?
Is the spelling correct?
Is the colour and layout attractive?
Is the navigation easy to find what you need?
Does it load fast?
These are just some of the things that can turn a useful website into a frustrating experience for customers. These are not expensive to fix and are easily tweaked to get you a better result fast. This is the first step in developing a plan for inbound marketing.
Integrate your platforms
Many times I see websites that have icons for Twitter and Facebook, Pinterest and Linkedin and when I check the links they don’t work – or go to pages that have not been updated for a year.
That’s not good!
If you are going to use social platforms – and there are good reasons to do so – make sure the links work, and you have given the appropriate level of attention to these platforms too, to keep them updated and fresh.
Do you have a blog? You want one – and you need to integrate this with your website too. This is your easy fast way to keep your website content fresh and relevant – and Google loves that!
Promote your business properties online, offline!
If your business attracts a lot of passing trade then make the most of it. This is where you can be activating your customers and shoppers to access and follow you on Facebook and Twitter and wherever else you are online. This is how you keep top-of-mind with them and close to them and their friends. This is so often overlooked that it defies understanding.
Put up banners, and promote your online communities and online offers for future business.
And of course – you are building a database with email addresses, right? Make sure you have a system to capture these at your business premises.
Engage on social media
Let me say this once. Social media is not broadcasting. You can’t just pump out advertisements on your social networks. You need to communicate. That means engaging, spending time and being able to respond to people and initiate contact.
Listen to feedback
Just as social is about engaging, so too it is important to respond and show that you are paying attention to feedback that you get. That may mean thanking compliments given online (or offline) and responding to reviews – including bad ones.
Never defend – and move the conversation offline to deal with customer service complaints, as soon as you can.
There is stuff to learn in this online business environment! But it is worth learning and you have the capacity to learn what you need to know. It is a dynamic environment and we are all learning as things change. You must be willing to adapt and understand the changes that happen, as they happen and flexible in how you respond.
When you do that… fabulous things can happen! This is how your business gets found online.