So you have a website, but it’s not performing for you as well as you’d like. At the end of the day, if you run a business online then the ultimate aim is to make sales, but if this isn’t happening, you need to do something about it.
Create original content
Having original content on your site is one of the most important things if you want your site to be successful. Not only do you need to make sure it is completely unique, it helps if what has been written is interesting and informative. Much of Google’s search engine rankings are now based on the quality of the written content on your site, so make sure each product has its own in-depth descriptions, that all pages have unique titles and body copy and that you run everything through a duplicator too such as Copyscape to ensure that you are not running any risks of your site suffering from a search engine penalisation.
Become a thought leader
Almost hand-in-hand with the point about content, another way you can increase the level of interest in your website and brand is by becoming a thought leader in your industry. Running a blog with news, information and tips about your products can help you to establish a strong online presence, and it could help to get you more coverage in the media and trade publications. The positive PR will inevitably be of a great benefit to your business, leading to more sales and revenue.
Consider your digital marketing strategy
Are you just going to rely on the strength of your website alone or are you going to do any digital marketing activity? While many of the things mentioned so far can help your website perform from an SEO (natural performance) perspective on a search engine like Google, you can further this by actively building backlinks to your site. Alternatively, if your budget allows, you could set up an Adwords account with Google to run paid adverts for certain keywords that you believe will help you increase your sales.
Interact with customers on social media
Along with your digital marketing strategy, you need to consider interacting with customers via social media to help your brand become more personable and approachable online. You can answer people’s queries, help to solve complaints, run competitions or shout about offers that you are running on your website to an interested audience to help generate more buzz around your company.
Make your website user friendly
The most basic, yet most important point of all – make sure people can actually use your website! Even if you are selling the best products in the world or have fantastically low prices, without a good level of functionality and usability you will be chucking money down the drain as customers leave your site frustrated at not being able to find what they are looking for. Consider things like layout, navigation, image and text sizes, and make sure that any transactional features you have work and run smoothly for those making online purchases.
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