Your website is leaking. You know that, right? It’s leaking prospects. It’s leaking leads. It’s leaking customers. And it’s leaking sales — even if it’s not an e-commerce site. Time for a little online marketing triage.
Help Your Website BLoSSoM
An online marketing assessment isn’t only about your website, but a website assessment is crucial to that process. Your website is the hub of your online presence and that means it’s performance is at the heart of your overall brand perception and performance online.
You’ve heard of the A-B-C protocol for medical emergencies:
- Is the Airway clear?
- is the patient Breathing?
- How’s their Circulation? Do they have a pulse? Is their color good?
These are three vital things to keep any human being alive and functioning.
There’s a protocol for your website, too; five key things you should look at when conducting a website review:
- Lead Generation
- Social Media
- Mobile Readiness
Follow This Website Assessment Checklist
- Do you have a blog? Pretty basic question — but important. Blogging is one of the single best ways to get your website found and generate leads.
- Do you have an RSS feed? An RSS feed is a convenient way for people to know about your latest blog post as soon as you publish it.
- Is there a link to your blog from your home page? More people will actually read your blog if you make it easy for them to find.
- Does your blog include social sharing buttons? Just like links from your home page, more people will share your blog posts if you make it easy for them.
- Do you make it easy to subscribe to your blog? Be sure you include social and email subscription options so people who want to stay in touch can do it in the way that works best for them.
- Do you have landing pages that include forms to generate leads? The more landing pages the better because you’re providing more opportunities for people to connect — and get on your list.
- Do you use automation to nurture leads? Once you get that lead on your list are you communicating with them regularly? Setting up email auto-responders is a great way to make this happen.
- Are you measuring your results? You have to know where you are before you know if you’re improving. Google Analytics is a free way to monitor your overall website health; your email marketing tool will likely include some sort of analytics. Be sure you use the tools available to you!
There are endless ways to optimize your website. Here are three to get you started.
- Do you add alt tags to your images? Include your keywords in the alt text to help improve your organic search ranking.
- Do you include your company name in page titles? Don’t! This is prime SEO real estate. Use it effectively.
- Are your page descriptions compelling? The right description will help your listing stand out from the crowd in organic search results.
There are many social media networks out there that appeal to different audiences. Start with these three to establish a social media presence.
- Do you have a Twitter account? It doesn’t take a huge Twitter following to have a dramatic impact on your website traffic.
- Do you have a company page on Facebook? This may take a little time but if you can get over 1000 LIKEs you’ll see a major increase in your website traffic.
- Are you on LinkedIn? If you’re a B2B business, you need to have a presence on LinkedIn.
Your best bet is to have a responsive web design. If you aren’t ready to take that plunge here are a couple of things you can do.
- Do you have a mobile stylesheet? Do you want people to be able to access your site on a mobile phone? (The answer to that question is always “Yes!” btw) You need this.
- Do you include a meta viewport tag? This tag tells a mobile phone how to orient a page when it’s loaded.
When a Checklist Isn't Enough
This checklist is a great way to start but sometimes you want to know more or talk things through with someone. If this is you, request our Online Marketing Assessment. It's free and there are no strings attached. Promise. We just want to help you make the most of your online presence — and an impartial review like this can be a good first step.
About Deborah Young
Deborah is a reformed tennis bum and inbound marketing strategist whose main professional purpose is to support local business owners, experts and entrepreneurs by helping them understand the impact and importance of online marketing. She is one happy camper when she can help clients be more visible on the Internet, increase their own customer base and become more profitable. How can she help you?