Your website and organic search engine ranking can be the most powerful and cost-effective tools in your marketing arsenal.
My website is the only medium I really use to attract new clients. Admittedly, I am only a very small business so it’s all I need however, in all sincerity, if I were a larger business I would still put all my efforts into enhancing my website. I would add new content more regularly with the primary goal of increasing my keyword relevancy for a broader range of search terms and to expand into different geographic locations. In my opinion, a correctly optimised website is the best return on your marketing dollar, hands down.
With this in mind, over the Christmas break I finally took the time to update my website. I developed a fresh, new design and added functionality to ensure it adhered to Google’s latest round of requirements. I researched the keywords my potential clients are using to search for my services now, and then refreshed the SEO strategy for my entire website. I hadn’t done this in years and could see my search engine ranking slowly slipping.
With the commencement of the new year, take a leaf out of my book and take a good look at your website to ensure it will be working hard for you in 2021. After the debacle that was 2020, we’re going to need all the help we can get!
Extending your website in 2021.
To ensure your website is at its best and working hard for you this year, I have put together a summary of ideas and resources you may want to consider.
Does your website speak to the 2021 customers?
The beauty of the internet is that it’s open 24/7 and that means that your website, and therefore you presence online, is always open to potential customers.
These largely anonymous customers may visit your website once or return several times before reaching out to you. They are no doubt benchmarking you against your competitors and assessing whether you’re the right fit for their requirements.
For these reasons and more, it’s paramount that the content on your website is timely and up to date. Do a quick audit of your website now – does it represent your business and, importantly, speak to customers in 2021?
Have your customer’s needs changed due to COVID? Do new opportunities exist now that didn’t previously? Do customers use different terminology than they did a few years ago?
In relation to my business, I find that my clients are now more familiar with the digital marketing process than they were a few years ago. So, when updating my website, I took this into consideration and changed some of the language I use. I can apply more technical terminology because it’s commonplace now. I don’t want people to feel patronised when they visit my website but empowered and excited for the opportunities that lay ahead.
Secondly, in my industry most other website developers charge an ongoing monthly ‘maintenance’ fee (what they’re ‘maintaining’ I’m not sure). As you know, I don’t charge my clients any ongoing fees – only for work that is done, if required. To this end, I found a common question potential clients were asking me was “What are your ongoing maintenance fees?”. I saw this as an opportunity to differentiate from my competitors by peppering my Google descriptionsthat appears in the search results and website content with “NO ONGOING FEES” and “NO LOCK IN CONTRACTS”. I get A LOT of new business from these small updates.
With all this in mind, are there any updates you can make to your website that take advantage of changes in your customer’s behaviour and their 2021 requirements? Don’t hesitate to call if you want to brainstorm some ideas.
Top 5 on Google’s radar.
Speed optimisation ranks in the top 5 of Google’s must-haves when assessing your website for search engine ranking.
If your website is more than 2 years old and hasn’t been updated in this time then it may require a speed optimisation audit. These updates are extremely cost-effective for the results they achieve. Not only does Google love a fast website but so too do visitors to your website.
Functionality and Security
Keeping your website running efficiently.
Just like the software that runs our computers and devices needs updating from time to time, so too does the “code” that runs your website. This includes WordPress (your website’s operating system), the plugins that add functionality (i.e. contact forms, shopping cart, booking system, etc) and the security that keeps your website safe from hackers and SPAM attack.
If your website hasn’t been updated for a few years now, it would certainly be worthwhile doing any necessary updates to keep it running smoothly and efficiently.
IMPORTANT: Before applying any updates to your website, always do a backup first. If you need help, let me know.
Is your website really “selling” your products and/or services?
Imagine if all the shops at the shopping centre never changed their window displays, or the restaurants didn’t update their menus. How boring! Imagine how we’d be drawn to that one shop that updated their window display each week or the restaurant that changed their menu seasonally when the others didn’t.
Why then do most businesses let their website, namely their all-important home page, languish for years with no changes?
With a little time and effort, you can be the business that keeps your online shopfront interesting and fresh for customers.
Best of all, Google loves websites that keep things fresh and up to date and rewards them with a higher search engine ranking. It’s a win-win for everyone.
If you have any questions or want advice on what you can do to prep your website for a fantastic 2021, don’t hesitate to call. I’m here to help.
The Best Time Saving Tool Money Can Buy
Your website is a powerful resource that can be used to save staff time and increase productivity. It can be an extension of your business that is used to host resources and reduce the workload on staff.
Functionality can be added so customers complete procedures or source information online instead of tying up staff. Sections of your website can even be password protected so only authorised people have access to specific resources or tools.
The possibilities are endless and only limited by your imagination.
- Using online resources to diversify your business during a global pandemic (and beyond) »
- Audit your website for a profitable 2021 »
If you have questions about how you can capitalise on the power of your website in 2021, please don’t hesitate to contact me anytime.