It used to be that websites were the shop window to your business. But that has expanded a lot over the past few years. Now, we often explain to our clients that your website can be your best performing salesperson who is there for your customers 24/7, year round.
As with other team members, your website needs regular assessments and set targets to be successful in reaching goals. For example, your website goals might be for leads to buy something, book a consultation or read an article. So you need to make sure your reporting is geared up to help you analyse this activity and your conversion rates.
Measure your website's performance
Here’s how, as a website design agency, we recommend measuring your website's performance:
#1 Web traffic
There are two ways of driving web traffic: paid ads and organic. A successful strategy includes both, and a digital marketing agency can help you achieve the right balance.
The foundation of this is SEO. Are the keywords you’re using the ones your customers are searching for? The best way to work on this is remove yourself from your brand and think “if I wasn’t in my industry, what would I search for to find us?”.
You don’t need to be an SEO expert or web design agency to analyse this. There are fantastic tools available that can help assess this, such as Google Analytics, Hotjar, Mangools and Silktide to name a few.
#2 User journey
All websites should have a clear user journey, perhaps something like this:
- A visitor starts session (from inbound or an ad) with a landing page, blog or service page
- From there, they fill out a form to sign up for emails, download higher value content or make an enquiry
- Session ends
Is this happening? What are your visitors doing, or not doing? There are two components here: content and user experience.
Again, when it comes to content there are two core considerations:
- Is your content relevant?
- Is it easy to read?
You may want to check your SEO strategy as well as review your customer personas. Chances are, one or the other will help build confidence and help nurture visitors to become leads, and leads convert to customers.
#3 User experience
This is all about how easy it is for your visitors to digest the content, use your site and take action.
Ultimately, it comes down to this: are your visitors doing what you want them to do?
A web design agency will be able to help review this but you can look at it yourself. Here’s how we recommend testing your user experience:
- Have you looked at your site on mobile?
- Have you tested your site on a tablet?
- Have you tested every page, button and form?
- Can your users do what you want them to?
- How many clicks does it take for them to do it?
If it’s not simple, or users aren’t taking any actions, it’s probably time to update your website.
Looking for a total overhaul?
Look no further. As a web design company, this is our bread and butter. Whether you’re looking for UX design, eCommerce, CMS and development or SEO strategy, our tried and tested approach gets results every time.
How we helped Grayce modernise their brand and digital presence
How we designed and built an e-commerce store for Mum&You
How we optimised the customer journey on Zone 3's eCommerce site
Summary
Your best bet is to regularly monitor your websites performance. If it’s not achieving your goals, it’s time to make some updates.
Where to start improving web performance:
- Decide what you want to be found for online and make sure people are genuinely searching for that
- Make sure your visitors can do what you want them to do
- Review the data from measurement tools to see where the improvements need to be made
Is it time to upgrade your website?
If you’re ready to implement changes, a web design company like ourselves can help.
Get in touch with us for a no obligation call to discuss your needs and see how we can help supercharge your website into a lead generation machine!
