By Sara Huffman
Take a look at your company’s website. When was the last time you made any significant design changes to it? Does it look cutting-edge for 2021 or 2001?
If you haven’t paid any real attention to your company’s website in a while, it’s probably time for a refresh.
I know what you’re thinking – you might figure the ROI on the time and effort needed to update your website will be slim to none because everyone uses social media to get the information they need about the businesses they’re interested in these days. Plus, social media is free to use! Doesn’t it make more sense to use something free instead of paying for something people may never even see?
While it is true that a robust social media presence is essential, it’s as essential as your website.
You do need a website—a nice one.
Your website is your company’s home base. It’s likely someone’s first impression of your company. Like any home, you want it to be a place that people enjoy visiting and will want to return to. Simply keeping a website that’s up to date isn’t enough to stay competitive in the marketplace.
The good news is, there are many easy ways to give your website a much-needed overhaul. Here are some of them:
1. Optimize your website for mobile use
If you haven’t done it lately, open your website on your mobile phone. How does it look? Not great? If so, that’s a sign your website isn’t optimized for mobile use. And considering that 61% of visits to U.S. websites in 2020 came from smartphones, the chances are high that if they find your website on their phone, and it’s not optimized for mobile use, they won’t be able to use it. You’re not only losing potential new clients, but you’re also alienating the clients you already have. Platforms like Wix, Squarespace, and WordPress will automatically optimize your website for mobile use. If you employ a web admin, talk to them about what it takes to make your website phone-friendly.
2. Make the most of SEO
Search Engine-Optimized keywords are words or phrases that are added to any online content to help search engines like Google find and rank your website. Those words and phrases are what people are using to search for companies when they need help. If your website has a blog, see what the most common search terms are in relation to your blog topic and write quality content that addresses those search terms. It can be as simple as Googling the topic you plan to blog about, and seeing what questions auto-populate as you type out your request.
And SEO shouldn’t begin and end at your company’s blog. You can add SEO to every page of your website, making it more likely people will find you first if they’re searching around. By adding relevant SEO to every page of your website, you are helping new and current clients find you and what you have to offer.
READ MORE: 16 Website Changes That Can Make A Brand More Appealing
3. Use pop-ups sparingly, and thoughtfully
Most people say they hate pop-ups, yet they do work if they’re used the right way. According to a recent analysis of two billion pop-up ads, pop-ups that have context are clear and direct, offer something of value, and don’t immediately appear on the screen as soon as the website loads can lead to significant conversion rates. How big of a conversion rate? Potentially as much as 60%.
But before you fill your website with pop-up ads, make sure you’re doing it with the user in mind. Pop-ups that interfere with the user’s experience or seem frivolous and spammy are ineffective and (obviously) annoying.
READ MORE: 14 Expert Strategies For Minimizing The Impact Of Ad Blockers
Optimonk recommends that websites use pop-ups based on exit intent, are time-based, or scroll-based. A pop-up that appears when the user is about to leave your website can keep them surfing a little longer. A time-based pop-up can appear when the user has been inactive for a certain amount of time, and a scroll-based pop-up can show up at the bottom right-hand corner of the user’s screen when they’ve hit the end of the page, prompting them to keep navigating.
Of course, the pop-ups that appear have to add value to the customer’s experience. Can they sign up for a free e-course? Will they get exclusive information or coupons if they give you their email address? Can you offer them help via chat if they’re having some issues with purchasing? If the answer is yes, then make sure you’re utilizing those pop-ups.
4. Make your NAP easy to find
NAP stands for “name, address, phone,” and it should be displayed consistently on every page of your website instead of being buried at the bottom of your “About Us” page. Smart Insights recommends placing it in the header or footer so it’s easily accessible, no matter where the user is on your website. Consistent NAP is extremely beneficial with Local SEO, and it’s how Google knows where you list your business in users’ searches. Inconsistent NAP confuses Google, and as a result, they won’t think your website is trustworthy, so they’ll rank you lower – often very far from the much-coveted first page.
READ MORE: What Is A Converting Landing Page?
Also, consistent NAP is just plain-old good customer service. Don’t make your customers hunt down your correct contact information.
5. Pay attention to social media accounts, both yours and your customers’
Yes, social media is important, and hopefully, you’re active on it and using it strategically. And hopefully, you’ve embedded your most active social media accounts into your website. According to HubSpot, embedding your social profiles on your website can help increase traffic to those profiles and ultimately create brand consistency across platforms. It will help new clients find and follow you on social media so you can continue communicating with them when they’re not on your website.
Another way to fully incorporate social media is to make sure you have “share” buttons readily available on your content. Share buttons will help people share your content on their social media accounts, thus introducing their friends to your business.
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