11 Ways to Turn a Good Website into a GREAT one!

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We get it…building and maintaining a great website, not to mention marketing your business online, can be frustrating and downright confusing.

You know you have a great product or service, but you’re struggling to generate the amount of website traffic, qualified leads, and, ultimately, increase in revenue you were hoping to generate from your online efforts.

You hear the buzz words mobile optimization, content marketing, social media strategy, conversion optimization, analytics, et cetera, and while you get a trickle of leads from the web, you know it could be more…much more.

That’s where we come in.

After serving hundreds of clients in the last 9 years, from mom and pop shops all the way to multi-million dollar healthcare organizations, we have a few key insights on why most business websites don’t reach their potential, and what you, as a business owner or marketing executive can do about it.

By solving these problems you’ll generate more leads, hit your targets, and drive revenue and growth month after month and get the most out of your website. So let’s get started!


1 DATA DRIVEN, STRATEGIC DECISIONS USING GOOGLE ANALYTICS

If you are not using internal analytics from your own website to build a strategy moving forward, then you are leaving valuable traffic and leads on the table.

Sure, there are a lot of tools out there to perform various types of market research, but you are the only one that has access to your own internal data from Google analytics.

This is an invaluable resource, and when evaluated and studied correctly, can help you find low-hanging fruit, gaps in the marketplace, and more that can help you position your business for success.


2 TRACK AND OPTIMIZE YOUR WEBSITE FOR MAXIMUM CONVERSIONS

One of the most common mistakes we see are websites that are beautiful, but aren’t built with the end user in mind. Maybe they are difficult to navigate, or do not display correctly across all web browsers, but whatever the case is, the website is not optimized for maximum conversions.

It’s like having a Ferrari that looks amazing, but doesn’t even have an engine! If your website looks cool, but doesn’t move your business forward, that is a big problem that needs to be solved.

Think about it: what good does it do to attract more customers if no one is buying anything? At the end of the day, it’s about getting your visitors to perform a specific action on your website, whether that is making a purchase, filling out a contact form, or picking up the phone and giving you a call.

Everything you do on your website should be executed with the goal of increasing the amount of people that respond to your specific call to action.


3 ALWAYS UPDATE THE MOBILE VERSION OF YOUR WEBSITE

On April 21st, 2015 Google made an important mobile update that will significantly impact websites that are not correctly optimized for mobile search.

Now, you may think “this doesn’t affect me,” but thinking that way is a mistake, and can even be dangerous to your business. In fact, many websites report that up to 40% of their website traffic comes from mobile devices such as smart phones, tablets, etc.

By not optimizing your website correctly for mobile search, you are essentially telling 40% of your potential new customers that they aren’t important to you. If you make it difficult for them to navigate your website on mobile, they’ll leave and go to your competitor who does have a mobile-friendly website.

Not to mention the fact that Google may very well penalize your website and make it where it does not show up at all when your prospects search for the product or service you offer on a mobile device.


4 REGULAR PLUGIN AND BACKEND UPDATES

update-squareWhat would happen if you never took your car to the dealership or local repair shop for routine maintenance? Or, what if you never updated the software on your computer?

Those may seem like silly questions, but that’s what businesses do (or don’t do) to their websites each and every day!

Your car or computer would eventually start malfunctioning, and would get to a point where it would no longer perform as it should. Seems like a silly thing to do after making a significant investment, doesn’t it?

We’ve worked with several clients who’ve told us they paid a lot of money for a new website, only to not perform the “regularly scheduled maintenance” that is needed to keep the website performing at an optimal level.

As web browsers continue to update, and new mobile devices hit the market seemingly every week, your website has to keep pace with the changing technological and search landscape.

In fact, did you know that one of the most significant factors Google uses to rank websites in 2015 is website speed? If your website loads slowly, it provides the end user with a poor experience, which means that Google may actually lower your ranking in search.


5 MONITOR GOOGLE WEBMASTER TOOLS FOR TECHNICAL ISSUES THAT CAN AFFECT SEARCH PERFORMANCE

Your website most likely has technical issues that need to be addressed, and you may not even know about them.

One of the easiest ways to monitor these issues and ensure that Google is able to crawl and index all of your content correctly is to use Google Webmaster Tools.

Google Webmaster Tools is a free service from Google that will essentially tell you when errors arise with your website. Some of the errors are not important, but others are things that require immediate attention.

Here are a few big errors we have been able to fix for clients due to Webmaster Tools notifications:

  • A modification to the robots.txt file that caused Googlebot to not be able to access the site
  • Mobile usability issues
  • Hacking attempts
  • 404 errors
  • Local business schema markup
  • Domain penalties due to poor optimization or unscrupulous link building
  • And more.

If you are not using Google Webmaster Tools to monitor the “technical health” of your website, then you are not maximizing the performance of your website.


6 USE HIGH-QUALITY PICTURES AND VIDEOS TO TELL YOUR STORY

You can have an incredibly designed, custom-built website, but without pictures and stories to accurately portray your business, a website will not reach its full potential.

Many businesses don’t think custom photos and videos matter, opting to just use the same stock photos that thousands of other sites across the web use.

This is a big mistake.

If you want to generate more leads and sales from your website, it is important that your business differentiates itself from the competition in your marketplace. High-quality photography and videos are a simple, yet highly effective way to make this happen.


7 TRACK PHONE CALLS USING DYNAMIC NUMBER INSERTION SOFTWARE (DNI)

analysis-squareWe’ve helped our clients gain thousands of dollars per month in revenue simply by implementing an effective call tracking and recording system.

Specifically, we use a technology called dynamic number insertion to ensure that your call tracking gives you the metrics you need, while being compliant with all SEO rules.

We’ve been asked before, “Why do I need to use DNI?”

You see, with standard call tracking you are simply getting a tracking number that re-routes the call to your business number. While this doesn’t seem like a problem on the surface, it can negatively impact your search engine rankings by messing up your name, address, and phone number (NAP) consistency across the web.

Basically, the NAP on website directories and other platforms around the web won’t jive with the NAP information on your website, causing a whole host of issues.

With DNI, only the “human” viewing the website sees the DNI number, while Google still sees your “real” business number, and associates that number with your website, thus preserving your NAP consistency.

The result? Reliable call tracking that complies will all search engine optimization guidelines.


8 POLL YOUR FAMILY AND FRIENDS ABOUT THE USER-FRIENDLINESS OF YOUR WEBSITE

This one is pretty self explanatory. Basically, what you need to do is identify your target market, and find friends and family members within that target market to evaluate your website.

Here are a few questions you’ll want them to answer during this process:

  • Is my website fast?
  • Is it easy to navigate? Can you immediately find what you are looking for?
  • What device were you on (desktop PC, iPad, etc.) and did the website display correctly?
  • Does the website look clean and inviting?
  • Is the website cluttered or messy?
  • Is the text easy to read? Is there enough contrast between the text and background?
  • And more.

Also, you’ll want to ask them for their general feedback in addition to the questions above, as they may raise an issue that you or your web development team have not considered.


9 CONSISTENTLY ADD CASE STUDIES, AWARDS, REVIEWS, ET CETERA TO YOUR WEBSITE

People like social proof, which is why reviews impact purchasing decisions for over 85% of online searchers.

Think about it like this: would you go to a restaurant that had just 2 reviews and they were sub-par, or would you go to a restaurant with 50 reviews that were all four- and five-star reviews?

You would choose the 2nd restaurant without question.

Having reviews, awards you have won, case studies highlighting problems you’ve solved for your customers, and things of that nature all serve as social proof that you are the person or business someone should visit when they have a problem that your business can solve.

Social proof is like giving your potential customers word of mouth recommendations of your business. That is very powerful.


10 BLOG TO RANK FOR MORE KEYWORD PHRASES AND INCREASE TARGETED TRAFFIC

blog-squareIf you aren’t taking advantage of blogging and article marketing to bring in more new customers, then you are leaving a valuable marketing asset on the table. Having a website without an active blog is like buying a fast car and never going over 55 mph…what is the point?

Think about what happens when you are searching the internet for a particular solution to a problem or a question that you have. Do you ever land on the homepage of a website? Rarely.

Most of the time, you are going to land on a blog post or article that has been written covering the particular topic you researched. Blog articles rank well in search engines because they allow businesses to tackle very specific issues their target market may be facing.

For example, a cosmetic dentist could write an article answering the question, “Do porcelain veneers look natural?” Or a laser eye surgeon could write a blog post discussing “The Top 7 Surgical Treatments for Astigmatism.”

The idea is to answer specific questions, or provide specific solutions so that you will be viewed as an expert and authority figure by your target market. This allows you to rank for hundreds, even thousands of long-tail keyword variations, which are more qualified, commercially viable search terms that you can rank for quickly in order to get more new customers from your website.


11 ALWAYS HAVE A CLEAR CALL TO ACTION

One of the most common mistakes we see are websites that do not have a clear call to action, or have too many calls to action. It’s okay for a website to have more than one call to action, but each webpage should only have one call to action to avoid confusing your readers and potential customers.

Each page should have one call to action…one goal. All of your content on that page, from images, videos, written copy, et cetera, should focus on funneling people toward saying YES to a specific call to action.


? SO…WHAT’S NEXT?

These things can be overwhelming, and as a business owner or marketing director, you certainly don’t have the time to do this yourself, and hiring employees to handle these issues can get expensive in a hurry…you have a budget after all.

The solution?

Hire a team of marketing and web development professionals who are equipped to handle all of these issues, and have done so for years. At Killer Shark Marketing, we’ve helped over 100 clients in the past 5 years develop and execute a comprehensive marketing strategy to maximize the performance of their website.

Are you curious to learn more? If so, contact us today by filling out the form on this page, or calling us direct at 404-323-6140. By the way, when you call us you won’t speak to some junior account manager with no experience…you’ll speak directly to Jeff Hopeck, the Founder and Owner of Killer Shark Marketing.

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