Building a website for your business is only the beginning. If you want your site to continue attracting traffic, you’ll need to improve it on a regular basis. Luckily, boosting your business website doesn’t mean giving it a complete revamp. Most often, the small changes have the biggest impact.
Here are 6 ways you can improve your business website.
When customers visit your website, they need to be able to find what they are looking for easily. That means your website navigation has to be simple, concise, and clear.
Typically, your navigation should be comprised of five to seven categories (such as About Us, Blog, Contact) that reflect the content on each page. You should also include a search bar throughout your website, ideally as part of your top menu bar.
The fact that 63% of Google searches are done on smartphones and that the Google search engine prioritises crawling or indexing mobile versions of websites over desktop versions is enough to tell you that you need a mobile-responsive site.
Mobile-responsive means that your web pages load well on both mobile and desktop devices, and that your website displays well on all screen sizes. To make your site more mobile-friendly, choose a mobile-responsive web builder and template. You should also make sure that the hyperlinks are easy to click on, buttons are large enough so that users can easily click on them, and the images are big and easy to scan.
Custom post types can be used to store information or data, as well as arrange, display, or administer different types of content on your website. WordPress uses a number of different post types: pages, posts, menus, attachments, and revisions.
Custom post types streamline writing and organisation, allowing you to better manage your content on the backend. They also allow for a custom display of content, increase productivity and efficiency, eliminate third-party plugins to increase website security, and improve usability by allowing you to create a single process that everyone can understand.
Sharing knowledge and avoiding knowledge loss is a critical part of every business. In fact, it has been estimated that preserving and sharing knowledge would save smaller companies as much as $2 million in employee productivity, whereas larger companies could save $200 million or more.
Wikis are often considered a top-of-mind solution for companies to build, organise and share knowledge internally. You can use WordPress Wiki themes to allow your team members to create or edit content. There are no restrictions or owners, and the number of users allowed to collaborate is potentially endless.
Consider whether part of your website content could be rewritten in order to improve user experience and reduce bounce rates. Begin by rereading the content from the eyes of prospective and current customers. Think about what information they are most likely to be looking for and what kind of questions they might have.
In addition, check whether everything flows well together and if anything is missing. You can also look at Google Analytics to identify what pages get the most traffic but also high bounce rates. Finally (and most importantly), make sure that the content you’re posting is relevant to your target audience.
Be very selective about the visual content you use on your site. The images you choose should be focused, well-lit, uncluttered, and related to your brand. Avoid using stock photos and instead, focus on posting images of your products, headshots of your team members, useful infographics, images of your workspace, and so on.
The videos you embed on your site should be relatively short (research showed that two-thirds of consumers actually prefer videos that run less than 60 seconds in length). The more easy to digest your video is, the better the odds of your audience watching all the way to the end. Your videos should also display professional production qualities that reflect your brand's commitment to quality. The categories of web video to consider include a brand introduction, team introduction, product highlights, testimonials, etc.
Conducting regular reviews of your business website will help ensure that everything is up to date and working correctly. Pretend that you are a potential customer navigating the pages and check for any areas that could use improvements or adjustments that would make it easier for people to give you their money and support your business.