Pursue these common missed website opportunities and find sweet success with your online efforts.
1. Missing Strategy / Being Thought-less
I’m reminded of the classic line asked of you while checking out at the grocery store: “Did you find everything ok?”. Great, I’ve got 6 anxious people behind me in line and now is the time to help me locate curry powder?
We see companies forming their web presences in the same manner. You need to have thoughtful strategic intent behind every part of your website.
2. Forgetting to Track Traffic or Analyze It
It never ceases to amaze me when I discover a new client has never looked at their analytics or, even worse, has none at all.
It would be like a running a restaurant with the lights out. You wouldn’t know if the restaurant was busy or not. You can’t tell if potential customers are being served. You have no idea if table 10 got the correct order.
You can’t optimize and improve what you don’t track!
3. Not Pursuing Snappy Site-Speed
How fast a web page loads is key to a great user experience and whether people stick around to dig further. The difference between a 2-second page load and a 4-second page load can massively affect your site success. (Here’s a tool we like to check site speed)
4. Letting the Site’s Content Go Stale
Blogging is hard! (Here you go: 4 Blogging Tips) Your company may be fast-moving so keeping the service and team pages updated is a never-ending chore. But wow, can it make a big difference in how people judge your brand. (Don’t forget Social Media!)
Picture this…you look up a local restaurant. The last post on the restaurant’s Facebook page is from two years ago. Half the items on the menu are no longer made or the price has changed. You’ll likely move on to another restaurant option.
Some firms neglect their websites in the same fashion. Your website is an online representation of your offline brand. It is likely to be one of the first and most important impressions of your brand!
5. Neglecting A/B Testing and Conversion Optimization
This one is hard and the most excusable in this list. However, if you have a sufficient level of traffic and clear next steps (e.g. contact forms, email lists, etc.) there may be huge missed opportunity to improve your pitch.
A/B testing is such an overlooked factor, i have seen people with significant traffic not doing anything to improve the monetization of their site, often to a painful level.
Thanks for the write up, Blake.