Why It's Critical To Sales To Periodically Re-Evaluate And Update Your Website
It’s very easy to overlook the “clutter” created on your website because it’s in the digital space. Like the old saying goes: out of site, out of mind.
Think of it this way, if you had a brick-and-mortar business, and the backroom or sales floor was overflowing with old catalogs, sale product, empty boxes, and other clutter, you would address it immediately. Your website has to be treated the same way.
Customers give you about 90 seconds before they make up their mind about your product. For your website, assume you have less than a tenth of that time to get a user to click through. Most of the product’s initial impact is based on color and design, but there are other factors. If your page takes longer than three seconds to load, for example, you’ve already lost 53% of your mobile users.
Having a website that’s up to date is vital for continuous sales. But day-to-day operations are demanding, and often leave little room for tinkering with the website. Let’s look at five crucial aspects of your website that should be addressed periodically to keep your website in good operating order.
Give That Old Design Work A Makeover
If you’re using an old logo that needs some new life, or you want a more impactful brand look to improve your bounce rate, you can crowdsource your design work with crowdspring. You’ll get work submitted from 50 to 150 designers, and you buy the work you like. Using generic templates like Canva may be a good solution if you have no budget, but canned design work says nothing about your identity and will hurt you in the long run.
DIY visual design is usually not recommended. Professionals exist for a reason. But if you just want to add some fresh photos to your site and you’re not familiar with the nuances of photoshop, you can try online photo editors like piZap or PicMonkey. And for video, there are options such as PowToon to make snappy custom animations.
Review Webpages With Low Traffic
One look over your google analytics and you can identify which pages of your site are highly trafficked and which ones aren’t.
For the pages that don’t have enough traffic, you should invest some time in doing keyword research and once you have longtail keywords that you want to optimize for, rewrite the copy for low performing pages incorporating the new keywords. This will bring more traffic to those pages over time.
Hire Hackers To Test Your Website For Weaknesses
A stale, outdated website may deter customers, but it’s very attractive to hackers. You don’t have to do much to avoid being a target, just make sure all your security patches, firewalls, and other security features are up to date. Find a good, inexpensive SSL/TLS provider if you don’t already have one. And brush up on best practices (or mistakes to avoid) for managing your public key infrastructure.
When your security is in tact, enlist a penetration testing client such as Metasploit to assess your website for any vulnerabilities. The company evaluates your site from a hacker’s point of view, and equips you to stay a step ahead of current hacking technology. They offer an open source version as well as a commercial one, with online support for the learning curve.
Design A Website That’s Easy To Update In Real-Time
Running a website is difficult, and if you can’t be bothered with another task or an expensive web developer, consider a different way of managing your site and driving traffic. Having an updated website is crucial because majority of consumers are searching for local information online before making a buying decision. Millennials are more likely than any other generations to start with research, and whether they begin on social media or go directly to the local business website, up-to-date information is crucial.
Consider alternatives to a traditional small business website with apps like GoNation. A free local business page on the platform does pretty much everything a small business website does. One key benefit, aside from ease of use, is a feature that can transform an outdated static website into a fully mobile website, while maintaining full control over your digital footprint. With two taps on your phone, you can add events, make product or menu updates, add photos, update your business hours and more. Updated information shows up instantly on your website and is pushed out to other major platforms where your data lives, such as social media and community websites, saving business owners time.
“The goal of GoNation is to make local business information relevant across the internet and not to complicate its purpose anymore, which is to quickly and accurately educate the consumer,” says Chaz Tanase, GoNation’s CEO “GoNation is designed to be the solution for both sides.”
Keep Your Web Copy Clean
If you’re writing or editing your own web copy, make sure you’re using a plugin like Grammarly. Small grammar or spelling mistakes are easy to make and look unprofessional. Grammarly is a free extension for Chrome, but requires a signup to unlock all the features. As with visual design, it’s always a good idea to work with professionals.
Now that your visuals are touched up, your security is tight, you’re connecting to locals and your copy is clean, you can start to measure the positive sales impact on your e-commerce business.
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March 31, 2019 at 10:58PM