How Effective Is Your Website?

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Your Website is a Vital Component of a Meaningful Online Presence.

Image of responsive web designEnsuring that it is effective and up to date is key to helping your brand stand out and be found online. Redeveloping a corporate website can feel like a substantial undertaking but since your website (both desktop and mobile) is valuable to lead generation, building a meaningful online presence is well worth the investment.

Start by asking yourself the following questions:

  1. Is my website optimized for mobile?

As of 2015, more than 50% of all Internet activity is taking place on phones and tablets.

This figure will only grow as the first generation of digital-savvy consumers will rely increasingly on active shopping and researching online.

But what is mobile optimization, anyway? Mobile optimization has to do with the way your website appears on different screens, resolutions and browsers. The same website that displays beautifully on a 13-inch laptop screen doesn’t have the same functionality on a 3-inch phone screen. Some elements of your desktop site will have to be simplified and reconfigured for maximum usability on smaller devices, especially when you consider that traditional navigation uses a cursor and mobile browsing responds to touch.

If your website isn’t mobile friendly, it will display exactly how you built it on a computer screen. On phones and tablets, it will look broken and mashed — the text will be too small and images may stretch or shrink until they’re unidentifiable. Navigation built for traditional web is difficult to use on a mobile or touch screen.

What does this all mean?

It means the chances of a viewer getting past your home page are slim.

Mobile optimization can be the most costly part of a site update and the most confusing for non-developers to understand. But consider this: Building a website that isn’t mobile optimized is like buying a car that starts only 50% of the time. A bad mobile experience can create feelings of frustration and make people less likely to engage with your company in the future. Don’t give up these potential customers so easily — make sure your website is mobile friendly.

  1. Is my website SEO friendly?

SEO (search engine optimization) is the practice of building a website that ranks highly among search engines, such as Google, Bing and Yahoo!.

Human search behaviour is two-fold: If you have a large existing customer base and you benefit from word of mouth, users may be searching for your business by name. This applies especially if you’re running other forms of advertising. It may seem like a direct-name search would rank you first, but that’s not always the case.

Review-based sites like the Yellow Pages and Yelp are SEO configured and their links can bump you lower and lower on the first page of Google. This can be harmful. If consumers visit those sites first, you’re no longer controlling your own message. Viewers are gathering information about your business from out-of-date posts on directory sites, or even potentially disgruntled customers.

The other half of this equation relates to customers who do not know you but are seeking out your product or service. If prospective customers are unable to find your website, they are likely to move on to the next available option, namely, your competitor.

People specifically searching for your product are of high value as they are further along in the buying process and have mentally committed to your product or service: Don’t risk losing them.

The most common scenario is general search — people searching for a product category.

For example, a search for “SEO Marketing Websites” returns just under 35 million results.

The top five pages are all competing services, and chances are high that a user isn’t going to scroll through five pages of hits to find you. Appearing on the first page of Google should be a primary goal when building your new website.

A solid SEO strategy will take all of these factors into account when building the framework and content of a website that will give you the exposure you want and need.

  1. Has my website grown with my business?

 If your website is even five years old, there’s a good chance your business has added new services, new clients, won a few awards or stopped providing some services that are still listed. Has your website kept pace?

There are several reasons this happens: The most common circumstance is when web developers create a one-off site for their clients and don’t maintain a relationship or continue upkeep.

Before your website becomes static, make sure your developer walks you through the steps to make basic updates yourself or plan ahead to ensure he’ll be available when you need him. Modernizing your website is crucial to demonstrating your growth as a business.

Make sure your web team will be by your side.

 

Whitehead Agency Group is a leading healthcare marketing agency with over 25 years of specialized health and wellness experience. Start profiting from the new age of consumer-driven healthcare with marketing that clicks. Contact us today at (416) 365-6884 or by emailing us at hello@waginc.ca to arrange a complimentary, no-obligation review of your current website, online marketing plan and overall marketing strategy.

 

 

2018-03-25T19:13:23+00:00 February 25th, 2016|Branding, Digital Marketing, Mobile Marketing, Online Marketing|