In the world of digital marketing, your website is your best tool for attracting new customers. However, to keep people coming back, you need to make sure your website stays fresh, appealing, and engaging. From implementing a few simple changes to conducting a major overhaul, the new year is the perfect time to give your website a facelift!
Here are a few website strategies you can use to help your business grow and flourish in 2023.
The phrase “content is king” exists for a reason. Without great content, your website is basically just a window display of products or services with nothing enticing passersby to stop inside. In the digital landscape, where everyone is competing for attention, you only have a few seconds to capture someone’s attention, and there’s no better place to start than with provocative content. So how do you create this amazing content that grabs people’s attention and answers their burning questions, all while appeasing Google’s algorithms?
Owner of Magic Words Copywriting, Kelsey Formost, says that when reviewing your website, the first thing you should look for is the three C’s: “Clear, Concise, Connection. You want your copy to be extremely clear in explaining who you are, what you do, and how the customer's life is going to improve after they invest in you/your product. You want it to be concise: no one is going to scroll through thousands of words to learn about your business. [...] Finally, make sure you're including an element of personal connection. Make sure your copy is written in the customer's voice. This instills a sense of connection and trust, making them more likely to purchase.”
“Look at each page in Google Analytics and see which pages have dropped in traffic or conversions. These need a facelift.” These numbers can give you an idea of how well the content of each page answers the search query and can help you review for the presence of an external link building campaign.
Luckily, there are plenty of free tools available that can instantly crawl your site for broken links so your website visitors are never taken to a threaded 404 page again.
If you’re looking to boost traffic and conversions on your website, you might need to consider the design. Is it eye-catching? Does it draw people in? And, more importantly, does it make them want to stay?
However, a pretty design will only get your business so far. Any updates you make to the aesthetic of your site should also serve a functional purpose. Deater says the new design “makes it easy for visitors to navigate to the information that's most important to them. All the whitespace on our newly designed site helps increase our time-on-page, too. Snippets of text feel smaller and easier to digest, so visitors keep on reading. And the longer they're on our site, the more likely they are to convert.”
Here at HIVE Strategy we encourage digging even deeper into the data of User Experience (UX) and how users are consuming a website through Growth Driven Design. Utilizing aggregate data from software like Hotjar on a monthly basis and making layout and design adjustments based on how visitors are actually engaging with your website allows you to optimize for better user experiences and also results in higher lead generation and form conversions.
Whether you roll out small changes throughout the year or decide to go for an entirely new look, refreshing your website can help your business stay current, gain more exposure, and boost your sales opportunities.