On this episode of 'Inbound & Down,' co-hosts Jon Sasala and Danielle Esposito discuss reasons why your website might be underperforming, and how to remedy those issues.
First things first.
Let's define what it means to have your website perform well.
The answer can be determined by considering several things, including lead generation and organic traffic—knowing that visitors are coming to your site and contacting you.
You may have a beautifully designed and highly informational site, but if you aren’t taking it several steps further to really maximize several additional concepts and components, you'll miss out on a ton of leads and countless opportunities to grow your business.
Here are several key elements to keep in mind when building and/or optimizing your website to ensure maximum performance:
This includes forms, CTAs (calls to action), and subscription and contact areas—anywhere that gives a visitor the chance to provide their information. It may be in exchange for a content offer, such as an ebook or whitepaper, or because they have a question. This is arguably the most important step you can take to improve your website's performance.
Make sure to incorporate useful information for each stage of The Buyer’s Journey. While your end goal may be to generate quality leads, this isn’t necessarily accomplished by hitting visitors with "Request a Demo" every single time. They might not be ready for a demo; they may simply have a question that needs answering.
This sounds seemingly simple, yet it can too often be overlooked. If your website is hard to use, people won’t return. Additionally, make sure your site is mobile-friendly. More than half of website traffic worldwide is from a mobile device, so it’s integral your website is mobile-optimized.
This is a big one. Your website is never done. Even when it’s done, it’s reallynot done. Websites need to constantly be evolving and changing. Ensure your pages are converting, add new content, and continuously love and nurture your website!
Key Takeaways From This Episode:
A successful website may vary in appearance and exact content depending on what your goal is, but generally, its purpose is to generate leads and attract organic traffic.
There are fundamentals your website should have to be successful, such as CTAs, forms, and content addressing every stage of The Buyer's Journey.
You always need to be updating your website. It’s not a static entity; it needs to evolve alongside your business.