Is your website performing as well as it could be? Is it generating leads? Do your analytics show an increase in visitors?
Here is a 10 point check list for your website to help you get the best results from your site.
- 1. Is your website responsive ie. does it automatically resize to work on mobile and tablet?
In a mobile age it’s essential that your website works as well on mobile phones and tablets, as it does on a desktop. Modern sites are built to automatically resize for multiple platforms, allowing users to easily scroll through your web pages without having to zoom in on text and scroll around every page. If your site is not mobile friendly then updating your site should be a priority if you don’t want to lose out on valuable business. If you don’t update it, the perception may be that your brand is not innovative or moving with the times.
- 2. Do you add new content every week?
Search engines are designed to spot website activity so the more you add, the more you can promote, which in turn will help the site to be seen by search engines. It’s all about popularity so the more traffic you receive the more the search engine will push you organically up the search rankings. Ideally you should be adding a new page of content every week and at the very least, every month. You should also be updating the website page text with new phrases and images, along with adding news, downloads and related company information.
- 3. Are your images tagged with keywords
Every image on your website should be named with a corresponding keyword i.e. if your page of text is about a gear pump, the image should be named ‘gear pump’ and so on. Search engines will read all text on your website and that includes image names, so you need to ensure that all of your images are named accordingly.
- 4. Are relevant keywords embedded in to each page of text?
Just as with images, pages of text should contact specific keywords or phrases. It’s important to remember that these keywords are those that someone might put in to a search engine. For example if someone keys in ‘selling old machinery’ then this phrase should appear frequently throughout a page of text on a website that is about selling old machinery. The search engine will look for the most frequently and aptly optimised web pages in order to present the user with the best results.
- 5. Is there a call to action on every page i.e. a form?
User journey is a phrase which is well known in website development. It’s all about hooking and enticing people to make contact with you. Whether it’s to sign up for a newsletter or downloading a white paper, a call to action or a form should appear on every page of your website.
- 6. Is your site focused on solutions not products?
There are those that sell products and those that sell solutions. To stand out today you need to demonstrate how you solve problems. You can do this through knowledge and understanding. Your site needs to contain quality, relevant content that shows competence, experience and a willingness to advise and guide visitors to selecting the right ‘solution’.
- 7. Are your images high quality?
We all know the power of a good image and your website is the perfect place to show off the quality of your work. Images should show detail and highlight key features. If you show photographs of staff members, they should all be consistent and smart. It’s all about perception – if your images are of a high standard, the perception will be that you are a quality brand. As a note high quality does not mean high file size. Make sure that images are optimised for web so that they load quickly, without losing resolution.
- 8. Do you have video on your site?
Video is everywhere and is an ideal way to demonstrate products and convey key messages. A brand video will sum up your values and ideals, whereas a product video is an excellent way to demonstrate ease of use, quality, speed or sound. You can also use videos for presentations, training, technical findings and much more.
- 9. Does your site include case studies and testimonials?
Site visitors will invariably look for credibility so customer testimonials are very important. Case studies should be categorised for different sectors or applications, making it easier for a visitor to see how a solution could work for them. Try to add case study text into pages, rather than just linking downloads as search engines cannot read downloads.
- 10. Are your social media pages set up and linked?
There’s no getting away from it – social media is here to stay and if you can’t beat ‘em, join ‘em! If you are using an integrated approach to marketing you will need to include social media. For B2B the best channels are LinkedIn, YouTube and Twitter. Facebook is also on the rise for business marketing and many businesses obtain quality leads through it so it’s worth considering. Ensure that the social media icons are clear throughout your site and check that they are linking correctly.
For more information on any of the above subjects or, if you would like an appraisal of your website, please don’t hesitate to get in touch – it won’t cost you a penny!