Is your website ready to roll in 2018? Just like a car, your website needs a regular tune-up to serve your business well. Technology changes, the market changes, and a neglected website is in danger of getting stuck in the slow lane. So take a minute and get an annual checkup for your website. Here are six critical criteria you need to inspect:
- How’s Your Traffic? Don’t know? You’re not alone. Many small business owners are so busy they seldom take the time to check their website analytics. A five-minute review of your website analytics will tell you how many people are visiting, where they’re located, how they’re finding you, and much more. Is there critical content on your site that your customers aren’t finding? Are visitors taking one brief look at your homepage but not digging deeper to learn more?You can’t manage what you don’t measure. And understanding how people are finding and using your website is the first step in a profitable digital media strategy. (Hint: One great way to stay on top of your web analytics is to setup a monthly summary report containing just most important metrics.)
- Is Your Website Fresh? Your website is your front door. What does it communicate about your business? Is it keeping up with the times or falling behind? Remember, your competitors are just a click away and most online shoppers will visit several websites before they make a decision. Your website is often your company’s first impression. If it hasn’t been updated in 3 years (or 10 years!) potential customers may turn to a competitor that makes a stronger first impression.
- Is Your Website Mobile Responsive? Almost half of Americans wake up each day and check their smart phone . . . before their feet hit the floor. That means if your website isn’t mobile responsive (conforms various screen sizes) it’s not going to perform well where customers are most likely to find you. In fact, if a website isn’t mobile responsive it is also less likely to rank well in search results.
- How Do You Rank In Search Results? Are people finding your business when they search for you by name? Good! What about when they don’t know your business, but they’re searching for the product or service you provide? Search optimization remains a critical component of any digital marketing strategy. It’s part art, part science, and most of all it means creating great content that is valuable to your customers. While a casual exploration of how your site ranks will provide some information, it’s no substitute for a professional search optimization study. An experienced professional can help you find competitive insights and real-world statistics on search volume. They can help you avoid pitfalls and exploit opportunities to improve your performance.
- What Kind of Reviews Are You Getting? What exploded in the restaurant industry is no affecting all kinds of businesses. Reviews can make (or break) your business. Many business owners fear the very real potential for negative reviews. But the worst thing you can do is ignore what customers are saying online. Along with providing outstanding service, you also need a strategy for encouraging positive reviews and wisely responding to the occasional negative one.
- Do You Have a Digital Media Plan? Your business is too important to take a haphazard approach to digital marketing. A website and an occasional Facebook post aren’t a strategy. But developing a plan isn’t rocket science. It involves just a few basic steps: 1) Know your customer and how they’re using digital media. 2) Create a strong foundation with a website that serves your customers and prospects well. 3) Develop an advertising and communication plan that reaches your audience where they’re making decisions about your business. 4) Measure your results. 5) Rinse & repeat!
So, how’d you do? We’d love to hear about it. And at Brick City it’s our job to help you succeed online. Give us a call at (352) 351-1131 or email us with any questions. I promise that if we can’t help you, we’ll do our best to point you in the right direction.
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