The days of brochure websites are disappearing fast. Static websites, created and then left to their own devices are becoming a thing of the past. You have to work at a website – the moment it goes live is not the end, it’s the beginning. Websites are like seedlings – you need to look after and nourish them if you expect them to grow.
What do I mean by that?
When your website went live it was a “point in time”, it was the best you had at that point. It needs close monitoring to see how it does on the big world wide web.
- Has Google visited it?
- Do people visit it?
- Do they come back?
- What do they look at?
- Do they get in touch?
In short, is your website behaving like a shop window for your business?
The day a website is launched should be the start of a process – a process that develops that website into a sales machine. It should evolve and climb the ranks of Google to bring in more visitors that are potential clients for your business.
Do you have analytics software? Do you know what it’s telling you? (Read blog post here on Google analytics). This gives you raw data showing exactly what’s going on with your website. If you don’t know what’s happened over the last month, how do you even start to know where and what to do to improve your results?
Einstein is often credited for the following statement…
“The definition of insanity is doing the same thing over and over and expecting different results.”
Though it would appear he didn’t actually come up with that quote. But, it is what most businesses do with their websites. They somehow expect some sort of miracle where they “appear” at the No.1 spot on Google and therefore get thousands of clients without doing anything.
Why would your website increase in rank without you doing anything? In real terms, everyone of your competitors is (or at least should be) working on their website to increase their rank. Each time they improve, you go down a notch.
Look at what your competitors are doing… go visit their website and see what they are doing that puts them above you (there’s no point looking at those below you – who would want to decrease their rank?).
Content rapidly gets stale. Think of it like the earlier mentioned shop window. Shops are always changing their window displays to entice customers through the door. You can do that with your website using a Blog or by changing small sections of content.
Look at buyer intent. Which would you rather rank No. 5 on Google for if you were a high street florist…
- Flowers, or
- Where to buy flowers near me?
The first one could be someone looking for advice on flowers for their garden – you don’t sell those.
The second one is obviously someone looking to spend money on buying flowers near them – that’s you. What do you rank for and does it have buyer intent?
Now, I appreciate that maybe you’re not very computer savvy or that you are busy and don’t have the time to do this. If that’s the case, you need to pay for someone else to do it for you.
It’s a bit like the old days of “paper advertising” each ad, you updated the content to make it better (you did do this didn’t you?). You honed that ad to make it give you the best return on investment. You monitored how well it did by asking each customer who phoned “and where did you see our advert?” (please tell me you did this too…) or what was the point?
If you don’t know which source of advertising it is bringing you the clients, then how do you know which one to invest more in to get a better return and which to reduce spending on as it isn’t working so well?
So, just to recap, launching your website is the beginning, not the end.
We can help you nurture your website and develop it to it’s full potential, just get in touch and let’s see how we can help you.
We build WordPress websites primarily for local businesses in the Oxfordshire area. If you’d like to get in touch to see how I can help your business to get on line or improve its online presence, then drop me an email: [email protected]