Maintaining a helpful, informative website is critical for reaching your targeted audience and positioning yourself as a leader in your industry. But if your website is out of date or isn’t properly optimized for end users, you’re likely missing out on a lot of valuable lead opportunities.
To ensure your website stands out from the crowd, and helps you pull in the leads that you need, follow the five tips below for easy website optimization.
1. Analyze Your Website's Current State & Competition
Having a website is a necessity in today’s digital age, but many companies completely abandon their site after initial launch. Take the time to assess the current state of your website; pinpoint areas for improvement and delve into your business analytics to determine what needs to be changed or updated. Is your website allowing you to reach your specific goals? Does it accurately represent your brand and convey the image you’re hoping to establish?
Take some time to analyze your competitors’ sites as well; what kind of layouts are they using, and what type of content are they providing? Do their sites provide intuitive, user-friendly experiences that you want to emulate? Also, check out the SEO keywords that competitors are using. While it’s important to create a unique brand presence, it’s equally important to stay attuned to competitors’ offerings; this will allow you to stay ahead of the curve and position yourself as an influencer in your industry.
2. Make Your Website Mobile-Friendly
Today, users aren’t just accessing brand and product information from their desks; they’re also using tablets, smartphones, and other mobile devices to search for products, gather specs, and compare pricing. Procurement managers are increasingly choosing to self-educate online rather than call different companies, so it’s critical to offer useful content and product information that can be accessed on the go. Plus, websites that don’t automatically resize for mobile devices are actually penalized by the Google algorithm.
3. Ensure That Your Site Is Secure
The difference between “HTTPS” and “HTTP” in your website’s address is much bigger than one letter. Having an HTTPS site shows your visitors that your site is secure. You won’t have to worry about warnings scaring away potential customers, and you may even rank higher in search results. Plus, encrypting your site may be more affordable than you think – typically under $200.
4. Take Stock Of Your Web Page Speed
Page speed, or page load time, is also important for retaining site visitors and encouraging them to further explore your offerings. Studies show that web pages with longer load times tend to have higher bounce rates, and users spend less time on the site overall. Longer load times have also been shown to negatively affect conversions, reducing the chances of picking up valuable leads and attracting the buyers you need.
5. Continually Update & Improve Your Site
Many companies assume their work is done once their site is optimized and web pages reviewed. But the optimization process doesn’t end here; you should always be looking for ways to further improve your web pages. Keeping your website up to date illustrates that you’re active in your industry and stay abreast of current trends and technologies.
Aim to add new helpful content at least once a month; not only will you be establishing yourself as a thought leader and go-to resource for valuable industry information, you’ll also be better positioning your manufacturing company for SEO when Google scans your site. Reviewing your site regularly also allows you to discover issues before they cause serious problems or setbacks, reducing the need for major overhauls. This, in turn, helps keep down overall costs.
Seeking feedback right from users themselves is the best way to understand how they’re interacting with your site and what they’d like to see improved.
Creating an optimized website may seem daunting at first, but starting out with these four easy tips will better ensure you’re attracting the right audience — and increase the chances of converting them.
Not sure how to get started or need expert advice on optimization strategies? At Thomas, we utilize growth-driven design (GDD) to make the web optimization process easy while driving lead generation. Unlike traditional web design techniques, GDD leverages focuses on continuous improvement, quick changes, real testing, and actionable data to help you generate more leads from your website. Reach out to our team today to learn more.