This is the perfect time of year for business owners to assess their website’s performance for the current year and plan for the year ahead. Here we offer 9 resolutions for your small business website that will keep it performing well and adding value all year long.
1. Updated at least once per month
Updated, dynamic websites get far more traffic than static websites that stay exactly the same for months or years at a time. Commit to updating your website at least one per month throughout the year ahead. Consider a blog posts, FAQ’s, case studies, etc. – show-and-tell why you’re such an expert! Your Google search rankings and website traffic will grow all year long.
2. Mobile responsive and working on all devices
At least 35% of your website traffic comes from a mobile device. Ever look at your website on your phone? Your customers aren’t looking for a “mobile version” either where half the content isn’t included and the interface is clunky and unappealing. Make sure your actual, full website works properly on all devices…your audience will benefit from and appreciate it. Oh, and Google now includes the mobile-friendliness of your website as part of their search results algorithm.
3. Tells people quickly and obviously who, what, when, where and why.
The vast majority of people that visit your website are looking for basic information – who you are, what you do, where you’re located, what’s your phone number, etc. If that information isn’t outfront and obvious for people, then you’re unintentionally making it harder for people to do business with you. Make your basic information obvious and clear for all; that’s what people want. And harkening back to resolution #2 above, all phone numbers must have click-to-call capability on mobile devices.
4. Secure it and ensure it’s safe everyday
The past couple years have seen a massive spike in the number of hacked small business websites. In fact there are now many services and entire industries dedicated solely to website security. If you’re unsure whether or not your website is secure, then it’s not. The only way to know and to protect yourself proactively is with daily scanning and a protective firewall for your website.
5. Let people be loyal, raving fans
A certain portion of your website audience will become loyal fans who want to know more about the business, its offerings, its history, etc. Give people who want to go deep with your business the opportunity to do so. Let people connect deeply with your business and they’ll reward you for years to come.
6. Real photos of real people from your real business
It seems like the same stock of generic business photos has been in use and floating around the web for the last several years. They’ve become a cliche, a joke..not something you want your business associated with. High quality photos are so easy and affordable these days that it’s a disservice to your business to not have it adequately and accurately depicted in photos on the website. Show your work, your team and show the world why you care and how what you do is excellent.
7. Properly search engine optimized for Google
A website is only as good as the value it returns to the business. In order for it to deliver value, people must find the website. That’s where Search Engine Optimization (SEO) comes in. If your website pages have been properly optimized, then people will be able to find you quickly and easily. If those pages haven’t been optimized….well, when was the last time you visited the second page of Google search results?
8. Testimonials and positive reviews are on display
One of the most important things your website can do is demonstrate to the world that you are an expert, an authority, a go-to resource in your industry or community. That’s done, in part, through the use of testimonials. If you’ve been in business for nearly any amount of time, you should have a few people saying good things about you. Use those testimonials, reviews and positive quotes about your business on your website. It will help reduce the risk in your prospects’ mind and make it more likely they will reach out to you.
9. Website traffic data is tracked, analyzed and acted upon
How many people were on your site last month? How did they find you? Which pages were most popular? These are the fundamental questions that website traffic data will answer. Once armed with this data, you can update your website, your content and your message accordingly, always looking to improve the rate at which people are contacting you.