Lets face it – we live in a web driven world now. If you’re a company, big or small, you must invest in your online presence in order to be successful.
However, the web is a vast place where millions of companies conduct business in a dog eat dog way, what do you do to make sure your company stands out the most?
I’ll tell you…
1. If you don’t already have a company/personal website, get one fast!
It’s imperative that you either create a website yourself or hire an in-house web developer to create one for you, or better off hire a digital marketing firm that has the experience necessary to bring your vision to life.
2. If you have an existing website, but it’s looking a bit outdated and isn’t easily viewed on smartphone/laptop/desktop devices, then it’s time to talk to your executive team about upgrading your website to a mobile/responsive design.
Before everyone today had a cell phone or iPad in their hands at all times, you were able to get away with having an outdated website. All you had to do was get it running and you’re done. Not anymore.
Something Google considers most into their algorithms is how well the User Experience is on your website. (i.e. how well users are able to view the information you are presenting and find out exactly what they need to know….QUICKLY).
Is it visually appealing? Are there too many animations or images and not enough rich content? How fast is it? Do you have any outstanding bugs (errors) in your website?
You will need an answer those questions immediately!
3. Make sure you’re listing in Google for what your company actually offers!
Too many times I have asked a client if they’ve ever ran a website analysis on their site. “This is to see how they are listing in search engines.” More times than not the answer is no. Then, I run a report showing them all of the details they need to know. They’re showing up in google for keywords that have NOTHING to do with their company!?! For example, if you are a company that sells skateboards, but you are showing up in Google when someone searches for snowboards – their’s your problem!
The key is to make sure your keywords are properly placed in every page of your website, your homepage being an important one. One of the sure fire ways to make sure you are listing for the correct keywords is by placing the top keyword in your website’s title. There are many other places on your website you should be putting your keywords, this is just one example.
4. Deliver rich, meaningful content to your viewers.
Is your content all over the place and hard to read on desktop or on smaller devices? I can’t emphasis this enough – 50% of the time this is the main problem with a website. Website owners want their website to be stacked with bells and whistles. I see why, who doesn’t? But you must build your clientele up first, track what their doing and then add functionality as you go.
The key to creating rich content on your website is to think like the prospective client at all times. Then ask, can they locate your company info, numbers or forms?
Remember what I stated above about how viewers want to be able to go to your website and find out what they need to know to make an informed decision as FAST as possible?
Some of the ways to do that are:
- Summarize the headers of content on each page for those readers that like to skim.
- Use a mix of different font sizes or font styles to visually separate your content. For example, make your header text (H1 or H2 usually in HTML) bigger than your paragraph below it.
- Make your content as meaningful as possible, using less words. If you don’t, then your viewers won’t be able to read it easily and it will take away from the message you’re trying to get across. Usually, the outcome is you will have a high bounce rate. Bounce rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
When you write meaningful rich content, your viewers are more likely to “link” to your website and share it. This builds popularity with Google, Bing and Yahoo. This results in more people visiting your site daily and can help your company’s overall SERP reputation. When your company has a great reputation for what you’re offering, you’re seen as a trusted source. This is what you want.
These are only 4 of the many ways you can invest in your company’s online presence. Another way that helps is by staying active on social media. By addressing these the right way, your company will see an increase in visitors. This will also lead to an increase in sales and that is exactly what you care about – your bottom line.