Website creation is more than just having an online presence.
A website today is more than just a medium to present information about your company or services.
With added functionalities like membership, learning and the ever popular e-commerce, a website can definitely do much more.
Whatever the case, there are 5 strategic considerations, that all web owners should broadly think about when working on their website.
A website should be treated like an offline asset. It should be secure and protected.
Basic security defences like a website level firewall, brute force attack prevention should be put in place.
Like you do to a physical store, an alert mechanism should also be put in place in case there is a break-in or break down of your website.
On an ongoing basis, there will be constant software updates to patch security gaps and/or provide added site functionality.
You want to manage these updates properly as incompatibility might cause things not to function properly.
This is one of the things you may want to manage it properly if you are running an active or heavily used website.
#2 Site performance.
Speed, specifically website download speed is important to both humans and search engine.
A slow download speed will affect website accessibility.
In the era of instant gratification, your visitors will quickly switch out from your website in an instant if your website doesn’t load quickly.enough. Heaven forbid but they might even switch to a competitive website!
It is imperative to check on your website performance from time to time.
Besides periodic speed checks, a speed test should also be done whenever content on your site has changed.
If your website download speed is slow, search engines will rank your website lower.
#3 Good relevant content.
For those who remember the search engines of old, when a search query was entered, more often than not a whole bunch of unrelated queries resulted. It was most frustrating.
Nothing much has changed with regards to human expectations. We still expect quick, good relevant results when we enter a search query. Thankfully search algorithms have improved a ton. The onus is now on the website owners to provide quality content.
Having good relevant content is really important. Your visitor will spent more time on your site.
If your content is interesting enough, your visitors might even subscribe to it or share it out with others. This is one of the holy grail of marketing you want to aspire too.
All these actions taken by the user sends signals to the search engines that you are providing sound quality content.
Conversely speaking, if your website content is poor, a user will typically abandon the site and continue their search on another search engine. This is exactly what any self-respecting search engine do not wish it to happen. A search engine would, therefore, reward a site that has poor content with a lower search ranking.
So what constitutes good relevant content?
Human readability, use of keywords, internal and external links are but some key considerations that constitute good relevant content.
Localisation may even be needed if the website serves audiences from different country or states.
If you able to churn out good content consistently, in time, your site might even be seen as an authority status, and the organic traffic will start pouring in.
As a business owner, as with everything you put your money in, you expect some return of Investment.
It is not unrealistic to expect some leads coming from your website.
However, it is unrealistic if you expect the website to magically churn out leads without creating useful content or running some outreach program.
Your visitors have arrived, do you have a plan to interact with them?
In either case, do you have an engagement mechanism or strategy in place on how to engage with your visitor?
These leads are important and you don’t want to not miss out on an opportunity to serve them.
These leads could also form a basis of your marketing database from which you can start narrowing things down to provide more targetted marketing messages to them.
Lastly but no less important than the rest is analytics.
Do you currently have any insights into your visitors?
Do you know where they are coming from?
Do you know what is their behaviour on your website?
Do you know what is your most visited page on your site?
As they say, you can’t improve what you can’t measure.
Unless you have data to collect and measure the above activities, you wouldn’t be able to answer the above questions?
With analytics system put in place, you can make more informed decisions with the data you collected.
Firstly, you can then use the data to improve your customer’s experience on your site.
Secondly, you may understand how to better allocate the marketing budget to reach out to audiences that are more likely to convert.
Why is it important?
If anyone wants to understand more about your organization and business offering, the first place they will go to would be your website.
If your website is not ready for your visitors you will be missing out on opportunities – opportunity to impress, an opportunity to understand them, and the opportunity to later market to them.
Afterall you have spent a fair bit of time. money and effort to create your website. Getting visitors to your site is also hard work. Why waste these opportunities when they visit your site?
With the above 5 considerations of your website creation in place, your website will be more than ready for you to capitalise on these opportunities.
Shall we have a conversation on how to minimize this mis-opportunities and make your website a lead generator?