Updated: Dec 14, 2019
Do You Need A Website?
A question all business owners should ask themselves, the obvious answer is yes of course you do or get left behind. Every business has one? right but if its not working 24/7/365 for the business it can be a total waste of resources. Its easy to forget the biggest asset a company owns online particularly as owners focus is on running the business. So what should business owners do to ensure their valuable business asset is up to speed and making major contributions to the growth of the business and working tirelessly on the Internet.
Online Visibility Audit
Take the route check it out! schedule a reality check say every three to four months and check out the performance of the website (google analytics) and its Internet visibility (online visibility audit).
It may seem to some that regular checks are a waste of time that's not the case because technology moves at an alarming pace these days and websites can soon become out dated and stale, thus negatively impacting on its performance by not driving traffic to the business.
Online visibility audits can take time if implemented effectively however audits are worth the effort because of the results they achieve. A simple example is an online audit informs business owners know how their company ranks against primary competitors and if its sufficient for the business.
Knowledge is power therefore the more owners know about primary competitors the more convincing a sales argument becomes and provides real meaningful data to engage and each out to an audience, guessing is no longer an option.
A buyer's needs and persona are key elements and should be identified and web design must include preferences and appeal that focus, draw prospects in and lead towards a purchase. Visibility on search engines and search phase criteria must be tested to achieve acceptable website engagements.
Use conversations to create lasting relationships with prospects on the channels they prefer — through email, bots, live chat, or messaging apps. Use the conversion tools — CTAs, forms, and lead flows — to capture the information of prospects visiting a website. Use all the prospect and customer information in the CRM to personalise the website experience using smart content and the entire buyer’s journey using email and workflows.
Satisfy customers and get them to return growth driven web design is focused on providing a positive customer experience.
A buyer's needs must be identified then fulfilled to create a happy and satisfied customer which is precisely why a website must perform and provide a positive contribution to a business be fully equipped with built-in feedback systems that allow owners to gather information about each transaction.
Owners can iterate over shared knowledge resources on a continual basis, refining and enriching website content on a continuous improvement basis.
A key part of optimisation is reviewing experiments and analysing data to extract information about a companies audience.
Learning what works (and what doesn't work) will help inform the ideas generated in the planning step of the improvement cycle.
Peak performing websites are not built overnight. Optimal performance comes through data-driven optimisations. Traditional ‘launch it & leave it’ website builds can never ascend to the level of performance of a Growth-Driven Design website because refinement is where performance is achieved.
Search Engine Optimisation
SEO is important to increase search engine visibility however to achieve high rankings search key words matter to achieve success.
To know how to optimise a website for search engines, start by understanding how people use keywords when they search for things online. It sounds obvious, but there’s more to it than just clicking ‘Search’.
The Rule of Three
The types of Google searches people perform can generally be broken down into three categories, known as “Go,” “Know” and “Do.”
The Go Search.
This searcher isn’t trying to hail a cab or get on an airplane. They are trying to go to a specific website. They know about a business and may have been to its website before. Also known as “branded searches,” these searches will often include the name of the business. Sample Go searches include: Pandora bracelets, Wix website builder or NY Times.
The Know Search.
In their fervent thirst for knowledge, the Know searcher is looking for information. It may be a quick fact, like the height of Mt. Everest (it’s 29,029 feet). The searcher may want to learn how to create a website from scratch.
Sample Know searches include: when was Lyndon Johnson president, how to train for a marathon or convert 98.6 Fahrenheit to Celsius.
The Do Search.
This type of search is performed by someone who wants to do something. Perhaps they want to bake a carrot cake with their 4-year-old so they type in “kid-friendly carrot cake recipe.” They may also want to go out for dinner, find the nearest post office or plan a trip to the French Riviera. Sample Do searches include: affordable hotel in Nice, Thai restaurant in Boise or post office 10011.
Whether a researcher is looking for good keywords, planning a website layout, or writing new content for a blog, remember to keep this rule of three in mind. It’s a little trick that can grant valuable access into a visitors’ thought process. When owners have a good understanding of what their customers are hoping to achieve when they search online, it’s far easier to offer them what they are looking for.
Don't Try to Do It All
Smart SEO is about focusing time and energy on the keywords that are most likely to bring clicks from people in a businesses target market. The goal is to bring potential clients to a website and to reach people who are genuinely interested in what he business sells or does, so what matters is how a website "ranks," or how high it appears, in search results for relevant queries. Attracting visits from people who immediately leave a website will not increase a business or boost a bottom line.
Attracting the Right People
Getting search traffic to a website from people who aren’t really interested in a business can do more harm than good. That’s another reason why it’s so important to help search engines really understand a site and its target market. When visitors come to a site but quickly close the browser tab or click back to the SERP, it’s known as a “bounce.” If a website builds up a high “bounce rate,” a site’s rank may decline on Google. If, on the other hand, users spend a long time on a site and visit many pages, a ranking will improve.
Be Patient With Search Engines
Remember that it will take time for search engines to index a site and the results won’t be immediate. It’s worth it to get started quickly so Google can get to work scanning a site! Mastering the art of organic SEO and helping Google know when to display a website in relevant SERPs requires ongoing work over a long period of time. Commit to it, however, and the results will pay off! If you’re ready to get started, begin by finding the best keywords for your business. Learn how in our next article, The Complete, Practical Guide to Keyword Research.