How Can I Improve My website?
written by Matthew Craver, Talcott Mountain Media
Bill Baldwin, Compelling Marketing Communications
How Can I Improve My website?
By this time, hopefully, we've convinced you that measuring and tracking certain measurements can tell you if your company's websiteis actually making a difference to your business. What if it isn't, though? For example, what if the bounce rate is high, indicating many visitors don't explore the site?
There is no one single answer applicable to everyone. Factors such as your product or service and target market should be determining the approach that best suits a website. If you are marketing a soft drink to teens, then improving the graphic design might be the answer. A TV show targeted at tweens may produce better results if they host a websiteheavy on interactive games and social networking features. Most business-focused web sites, however, will probably get the most bang for their buck by focusing on what their visitors are really after - the content.
Potential websitevisitors are seeking answers. You have a very limited amount of time to demonstrate to those visitors that your websitehas those answers, five seconds or less. Think about how you yourself approach the web - probably through a search engine. How many times do you decide to visit a site based on the site's description and one sentence in a list of search results? You need your pages to have accurate, meaningful, readable content to attract and hold the attention of visitors.
In previous years, the best way to attract attention was to design a websitearound search engines. This meant packing a websitewith hidden keywords, hoping that you put enough relevant ones in. Today, the leading search engines mostly ignore hidden keywords, focusing instead on the content the user sees. The best approach to keeping those visitors is therefore: put the content that is important to your customers into the body of the web page, and concentrate on answering the questions they have.
Compelling Marketing Communications and Talcott Mountain Media will be discussing more about websiteimprovements in our next issue, which comes out the third Tuesday of every month. We'll see you on October 20th.
Compelling Marketing Communications is here to help you.
If you would like more information about how Compelling Marketing Communications may be able to help your business prosper call (860) 604-5573 or email Bill@CompellingMarketingCommunications.com.
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