How you SHOULD be thinking about your website

Your website is as valuable as a physical location. But do you give it that much love? Read more to see how to give your site the attention it deserves

Thirty years ago, businesses operated almost exclusively in physical locations. But today, many businesses only need a website. Thirty years ago, expanding the area your business could reach demanded more physical locations and lots of advertising. But today, a website can do that equally as well.

In many industries, websites have effectively replaced the need for physical locations, be it offices or retail locations. But still, many businesses aren’t thinking about their site properly. You see, websites should be conceived of and treated like physical real estate. (Read: a valuable asset.)

The websites that are the most successful have been invested in, just like a physical location. There are countless ways physical locations are altered and improved to meet their customers’ or clients’ needs. A waiting room is refurbished; aisles are organized more intuitively. You get the picture. A website needs that attention as well, but how can you get started giving it the love it deserves?

Here, we’ll run through 10 tips for optimizing your site. We’re talking fruit so low you have to pick it off the ground. Let’s dig in.

1. Optimize your site’s meta information

Your website’s meta titles and meta descriptions play a crucial role in search engine optimization (SEO). These snippets (example below) provide users with a preview of what to expect when they click on your site in search results.

Craft compelling meta titles that are concise, descriptive, and include relevant keywords (but please, please, please don’t force them). Similarly, write engaging meta descriptions that communicate the value your website offers and encourage users to click through.

2. Provide content that’s useful and relevant to your customers or clients

Content is the proverbial king. Meaning, your website should offer valuable information that addresses your audience’s needs and problems.

Regularly update your website with new, informative content. Blog posts, articles, how-to guides, or videos. This not only helps with SEO but also positions your business as an industry authority, building trust with your audience.

3. Optimize your calls to action (CTAs)

CTAs guide visitors toward the actions you want them to take, such as signing up for a newsletter, making a purchase, or contacting you. But that’s easier said than done. Take the time to craft compelling language in your CTAs.

Then, make sure your CTAs are strategically placed and that they stand out. A clear and enticing CTA can significantly improve your website’s conversion rate.

4. Enhance your site’s navigation (so people can, um, find things)

Just as a well-organized physical store attracts more customers, a user-friendly website keeps visitors engaged. Streamline your website’s navigation by categorizing content logically and using descriptive menu labels.

Consider implementing a search function to help users quickly find what they’re looking for. Intuitive navigation reduces bounce rates and enhances user experience.

5. Fix your site speed

Ever clicked a result, waited five seconds for it to load, and then called headed back to the search results? Yeah?

Your customers will too.

Slow-loading pages can lead to frustrated visitors who might abandon your site. To improve your website’s loading speed, optimize image sizes, leverage browser caching, and minimize unnecessary scripts or plugins. If you don’t know where to start, Google’s PageSpeed Insights can help you identify areas for improvement.

6. Make your site mobile friendly (or accept that nobody will ever see it)

Google prioritizes mobile-friendly websites, so mobile-responsive site design is an absolute imperative for your digital marketing. If you don’t there’s a strong possibility that search engines like Google will not show your site in search results.

Basically, if you want people to see your website at all, it needs to be mobile friendly.

7. Showcase social proof from happy customers or clients

Showcasing customer testimonials, reviews, case studies, and trust badges can build credibility and reassure visitors that your business is reliable and trustworthy. Social proof helps potential customers feel confident in their decision to engage with your products or services.

8. Implement analytics so you know what’s working (and what isn’t)

Data-driven decisions lead to continuous improvement. Integrate (free!) tools like Google Analytics to monitor website performance. Analyzing metrics such as traffic sources, user behavior, and conversion rates can help you understand what’s working and what needs improvement.

9. Regularly update your jazz

How would you feel if you pulled into a garden center’s parking lot and it was full of trash and had weeds creeping through the cracks? You might think they’re not quite the business you’re looking for.

Websites aren’t a set-it-and-forget-it deal. Regularly update your content, fix broken links, and ensure all information is accurate. An up-to-date website reflects a proactive and attentive business.

10. Secure your website (unless you want to scare off potential customers)

Ever seen this message? How does it make you feel? Like a little lamb lost in the woods? Same.

Website security is paramount for protecting user data and maintaining trust. Securing your website with an SSL certificate will encrypt data transmission and safeguard sensitive user information. In addition, make sure any plugins you use have been vetted to make sure they don’t pose security threats to your site’s users.

Is your site competitive? We can help you make it so

Your website is like the storefront of the past. It won’t do to simply set it and forget it. These strategies can give you a website that not only looks professional, but also drives tangible results. A website that evolves with your audience’s needs and technological advancements will continue to be a valuable resource for your business.

If you were refurbishing a waiting room you might hire an interior designer. If you wanted aisles to be more intuitive, you might consult with a psychologist or architect. To optimize your website, you need experienced search-engine marketers and website designers. That’s us. If you want to know how your site is doing, let us know. We’ll run a free audit and take the time to walk through our results with you.