Is your small business website doing its job as effectively as you’d like?
Maybe your business gets plenty of traffic, but that passing traffic never converts into sales. If you find yourself in this predicament then sooner or later you’ll have to face up to the fact that your website isn’t really delivering.
So what should you do?
Should you go back to the drawing board and start again, or would it be better to refine your existing website and give it that extra pizzazz that will help to draw in those reluctant customers? Well, the answer is plain: you need to refine and optimise your business website so that it delivers.
In short what you need to do is use some basic SEO strategies which will make your website more search engine-friendly, integrate your website more effectively with social media channels and, most importantly of all, keep your website content fresh and relevant. Here are a few simple tips that juts might make the difference.
Optimise your website for search engines.
Is search engine optimisation complicated? Well, the answer is yes and no: it depends who you speak to and what you want to achieve at the end of the day. However, if your goal is to improve things like on-page and off-page optimisation, then there are certain things that you can do yourself. These small changes will help to make your website more visible to both search engines and potential customers.
- Identifying relevant keywords for your business.
Put yourself in the shoes of your potential customers and ask yourself what keywords would you be searching for? Draw up a list of all the keywords that are relevant to your niche market, and run those words through Google AdWords to see which are the most-frequently searched for to find other keywords. In this way you’ll be able to identify the most appropriate keywords for your business.
- Use the keywords on your website.
When you’ve identified your keywords and key phrases, use them on each page of your website in both the page content and the meta-data – that is the title, description and keywords of the page. You should also aim to create links on other pages of your website to the targeted page, using keywords in the link title.
- Building external links.
If another website links to yours it gives credence and indicates that your site and content are both relevant and useful. It also helps to increase your website rankings on the search engines. Whilst external link building is crucial to SEO, it’s also time-consuming and is further complicated by the fact your fortune to a large extent lies in other people’s hands. So it’s better in many ways to concentrate on those aspects of link building where you have some control. Focus on areas like Facebook, Google+, Twitter feeds and your blog and make sure to link to your website from all of these channels.
Your content needs to be be fresh, relevant and noteworthy.
What do we mean by fresh and relevant content? Well, the aim of your online business is to attract visitors to its site and then to keep them there. Therefore you need to make your website worth visiting. That means that the information you offer visitors needs to engaging and interesting. How can you make your content resonate with an audience? Well, think of some of the interesting websites you choose to visit. What do they offer that’s different? What makes their content so appealing? That’s the sort of quality content you need to offering on your website. Identify this ‘special’ content and concentrate on it and integrate it into your blog, Twitter stream and Facebook profile and any other feeds that will automatically update your website when you post content elsewhere.
Try to post unique and informative content in the form of articles and videos which shows users that you’re at the vanguard of your industry and that yours is a voice to be listened to. Let users comment on the content you’ve published, and then engage with them. In this way you’re much more likely to start to building relationships. If you provide the information the users want it will drive more traffic to your website and ultimately result in reduced bounce rates and hopefully more sales.
Social media integration.
If you truly want to engage with your customers, your content needs to be shared through social media channels. It’s important because the more your content is shared via social media; the better your website is likely to perform in the search engines and the greater the number of referrals you’ll receive. The purpose of social media interaction is build lasting relationships that will turn visitors into customers and ultimately brand ambassadors. You need to make it as easy as possible for visitors to read and share your content with others. So it’s important to include social media toolbars on your homepage so the visitors can find all of your profiles, and add sharing buttons to content on your website which will encourage people to use them.