With a new year, there is often an analysis of what was done well last year and what was not done so well. With this comes planning, new goals, strategies and projects.
Your website is one of the critical business elements that will come under the spotlight. Did your website work well for your business in the last 12 months, did it increase opportunities and conversions? Do you need a new website or an upgrade?
When looking at your website do not simply consider how it looks, analyse your website by how it performs and if it hasn’t performed don’t just consider a new design, analyse the elements that make up the ecosystem of a good online strategy. Consider items such as:
1. Search Engine Optimisation (SEO) – Are you meeting SEO guidelines to be ranked well on Google? Look at the technical, social, content and backlinks. If you cant be found you will not maximise your business.
2. Social Media – What are you trying to accomplish? make sure you are using the networks that suit your business to best market yourself. Use the appropriate management and monitoring tools. Have a plan.
3. Search Engine Marketing (SEM) – use paid advertising to rank at the top on search engines like Google for keywords. Make sure you have the landing pages setup and optimised for the appropriate conversions.
4. Social Media Marketing (SMM) – use targeted paid advertising through networks such as Facebook to market to the best user group, including anything from age, demographics, interests etc.
5. Email Advertising – set up campaign lists, know who you are sending to and be personalised, get users coming back to your website.
6. Remarketing – make sure people that have looked at your website continue to see your brand, advertise to those people and don’t miss an opportunity.
7. Analytics – look at the stats/numbers including how people get to your website, their behaviour and conversions. Remember to Plan -> Do -> Check -> Act to maximise and improve on conversions.
8. Accessibility – does your website have special needs? For example is it important to look after those that are colour blind. Look at and meet accessibility standards.
9. Mobile – with mobile usage outdoing desktop it is important to think mobile first. Yes, a website must be responsive, but is your Mobile UI/UX top of mind?
10. App Development – are you better suited to use an App? will push notifications help.
11. Testing – Make sure you have the appropriate testing and the website works across all variations. Use Cross Browser, Cross Device, AB / Split testing, Speed testing and Load testing. You should be ready for everything.
12. Setup – Make sure you have the correct setup for disaster events. Use Source Control, continuous integration and ongoing backups.
Although only a subsection of an online presence. The above shows that a website is not just about executing a design. It is about creating an online plan, including a marketing plan and continually improving to maximise conversions.
If you want to discuss your online presence please contact us.