More than ever before, it is easier for a business owner to get their website up and running with relative ease using any of the platforms available, many of which attract users with the promise of getting a working website "up and running in an hour". Sounds pretty easy, right?
While these hosting platforms and their site builders have become more sophisticated in helping site owners manage things on their own, they’re a solution that covers what are for the most part cosmetic needs, and even then the results can be too generic to make the impact you need to your bottom line. By the time you notice it, you’ve spent countless hours of your own time and now are in a rut with a site that may look nice, but is basically brochureware.
Perhaps you are getting some results with these providers and everything is going OK. Perhaps you're even generating some leads. But these services only go so far in providing you with the insight and direction that helps you scale your website as your business grows.
This is why working with a marketing agency is critical to planning, executing, and evolving what isn’t just a snazzy-looking website with some bells and whistles, but a website that is part of a comprehensive marketing and promotional strategy. They bring to the table the experience and know-how of even the most minor of details both creative and technical, any of which can make the difference between no leads at all and a record year for you and your organization.
If you find yourself in any of the situations detailed here, or if you'd like to avoid them altogether, it may well be time to turn to the experts.
5. Your website isn’t generating the leads or attracting the audience you want
Every website has a goal, which is to generate traffic and convert that traffic into leads, sales, subscriptions, or to extend the reach of your brand through that traffic and integrated social media sharing. Whatever the case, your site needs to deliver results that you can measure.
We find that the most common reason why people come to us for help with getting their website to perform is due to the absence of a content marketing strategy. Nearly always, the reasons for this are numerous but they all revolve around a solid strategy that answers these key questions:
- What are your website’s goals?
- Who (and where) is your target audience?
- What tools do you need to measure and improve over time?
Whether it’s for a new website build, a rebranding of an existing site, or a fundamental shift in strategy altogether, the answers to these questions arrive through the detailed, data-supported research that a team of experts provides.
4. Posting on social media isn't making a difference
When utilizing social media to promote your brand and generate those leads, you may find that your posts gets a few 'likes', maybe a re-share or re-tweet or two, but that's it. No lead generation, no referrals, no sales.
When you consult with marketers, they know what works when it comes to making the best use of social media to help you improve that bottom line. They look at the activity of both you and your followers, and help tailor the content posted on your social media platforms to get the most reach and increase audience engagement with your content.
3. Your website has performance issues
Owning and managing a website today means sharing your brand and offering to a world of users on all kinds of devices with all levels of performance power. Speed is everything and a few extra seconds of page load time on your site can make the difference in that conversion. Page speed is also a factor in your site's Google ranking, so performance is a key part of a solid SEO strategy.
Addressing site performance issues includes the following:
- Optimizing images for all devices
- Using GZIP compression
- Leveraging browser caching
- Reducing 301 redirects
- Using a Content Delivery Network (CDN)
The level of complexity in staying ahead of performance issues on your website need not be daunting when you engage the team perfect for the job.
2. Your website's user experience isn't a priority
One important consideration in building a high-performing website is offering a consistent, smooth user experience (UX). In a nutshell, this means making it easy to view and interact with your content (on any device), and to minimize the steps required by your visitors to access your content and complete tasks, including converting them into customers and subscribers.
Your website's UX evolves over time based in part on both on your site's activity and user behaviours, and the need to keep up with evolving technology and design trends and best practices, some of which can even differ from industry to industry.
If you're finding that you're getting visitors to your home page, or perhaps a campaign-focused landing page, and your users aren't converting, it may very well be in part an issue with your user experience. The right team can help make sure your site's design connects with your audience, which includes great content and calls to action based on proper research and competitor analysis.
1. Your SEO sucks, or at least could better
If part of your website’s strategy is to convert visitors into subscribers, customers, or users, then visitor traffic matters. Many still consider Search Engine Optimization to be merely where you place in Google results using the right keywords and phrases.
But that’s only part of it. A successful SEO strategy requires covering a number of bases beyond keyword selection. This includes (but is not limited to) content quality, publishing frequency, audience engagement, and knowing where your users are coming from. Thorough review of analytics data can also guide you in fine-tuning your content play based on user trends and behaviours, which helps you create the content that your audience wants and likes and less of what they don’t.
Other aspects of SEO includes the mobile optimization, accessibility, and performance of your website, which is handled both in your content and under the hood.
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