Is your website doing its job?

Tuesday, June 24, 2014 Written by Geoff Wigglesworth

Open another tab in your browser and take a critical look at your website. Put yourself in the position of a casual visitor to the site. What is the lasting impression of your business that you would take away? Could you honestly say that you would ever come back and take another look?

Here are four things you could improve:

1. Design

They say you shouldn’t judge a book by its cover. Unfortunately the reality is that your website will be judged within seconds and if it isn’t memorable or attractive, people will move on in a flash. Did you ever buy a product from an out-of-date or badly designed site? According to research from the Stanford Persuasive Technology Lab, 46% of people say that a website’s design is the number one feature that convinces them of a website’s credibility (that’s because our brains process visual information 60,000 times faster than text).

2. Mobile Responsiveness

If your site was built two or more years ago it’s unlikely to have been built with mobile phones in mind. Take a look at your website on a smartphone to get an idea of how others are seeing your online presence. And consider that 50% of all searches start on a mobile device - which means that if your site is not “mobile-friendly” then you have already lost 50% of your potential new business.

3. Fresh Content

Google has changed its algorithms (the way it finds and presents search results) to favour websites that display content that is relevant to what the user is searching for. It no longer takes any notice of the old search-engine-optimisation methods like hundreds of keywords and links. Google looks for fresh and relevant content, updated often. That means that your front page should be refreshed with new content on a regular basis. Otherwise Google will lose interest and if you think about it, why would anybody come back for another look anyway?

4. Social Media

These days social media is an important tool for marketing services and products. People should be able to easily share your content on social media sites like Facebook and Twitter. Your website should display links to follow your FB Pages and Twitter, Pinterest, LinkedIn etc.