How to make your new website a success
You’ve taken the plunge and invested in a brand new website for your business. It’s well-designed, well executed and full of interesting, relevant content.
A new website can make all the difference to the success of your business. A responsive design that works on all devices, the most attractive designs and the freshest, most persuasive copy. Everything’s tailored towards getting your website visitors to convert, so now your new site is all paid for and live, all you need to do is sit back and watch the people come, right?
Unfortunately, it’s not that easy.
The thing is, you should never stop working on your website, and simply existing online isn’t enough to get people coming to your site.
Don’t panic, good marketing and web maintenance doesn’t have to cost the earth. We’ve distilled the key areas to look at down into one post, so you can see exactly what you need, and how to get it.
A plan of continuous improvement helps you to provide a better user experience, keep improving your cost per conversion and ultimately increase your return on investment.
Whether you’re testing small changes to see if they help a page to convert more, or making regular updates to keep the content fresh, it’s important to keep working on your website. Trends and technologies change all the time, so regular updates will help to keep your site looking fresh. If you don’t have the resource to manage your website in house, take a look at our ProSupport team.
Search engine optimisation
What’s the point of a great website if you’re not getting any traffic? Search engines are one of the best sources of “free” traffic available, but a lot of effort needs to go into developing your search rankings. Yes, it’s free to rank, but how many times have you clicked through to the fifth page of search results?
Typically, around 35% of search engine traffic goes to the page that’s displayed first, and unless the user has searched specifically for your company, it’s highly unlikely that page is going to be yours if you haven’t invested in an SEO strategy.
It’s estimated that Google takes around 200 different factors into account when deciding which pages to show in its search results. It’s an estimate because Google are quite secretive about a number of their factors, but also because they are updating their algorithm all the time. What worked for SEO two years ago probably won’t work now, so search engine optimisation needs to be an ongoing process.
Our SEO specialists can help.
One of the many factors that Google and other search engines take into account when deciding which sites to display in the SERPs (Search Engine Results Pages) is the recency of the content. To a search engine, the more up-to-date the content, the more relevant it’s likely to be to the user – and the more likely it is to rank highly.
Having an ongoing content marketing plan included in your marketing strategy is an excellent way to not only keep the content on your website fresh, but also to help it rank for a wider range of keywords.
Of course, content isn’t just about getting more search traffic. The aim of a content marketing plan should be to inform or entertain your users, providing the sort of added value that keeps them engaging with your site and coming back for repeat visits. This means that you can’t just churn out any old blog content – you need to have an informed plan. For help with a content marketing plan, speak to our content specialists.
The main issue with relying on natural search for your website marketing is that it can take a long time. Search engine optimisation is a long-term strategy that will bring results for a long time to come, but to start recouping your investment sooner, you’ll want to advertise.
Paid search is a highly effective digital marketing tactic that should be part of every business’ toolkit. It’s cost effective, because you only pay when someone clicks on your ad, it’s scalable, because you have complete control of your budget, and it works – because you’ll only see an ad when you’re already searching for what it’s selling.
Platforms like Google AdWords and Bing Ads are easy to use for beginners, but to get the best bang for your buck you’ll need to get a PPC specialist involved. Aside from knowing the platforms inside-out and having sat all the exams, our PPC specialists benefit from our Google Premier Partner status which gives us an unbeatable level of insights into the services and the campaigns we run for our clients.
Paid advertising is also useful for scooping up those website visitors that didn’t convert first time. You might have noticed remarketing ads when you’ve been browsing the web – display adverts that show the exact products you were looking at on a different website only moments before. They’re remarkably effective at drawing non-converting customers back to your website, giving you another opportunity to convert them. Our advertising team can help you get started.
If you need some help to get a marketing plan in place, speak to our new business team to see what we can do for you.