5 Ways to improve your company’s website performance

Understand a little more about how your website can talk to more leads, generate a better experience and attract more customers.

There are a variety of factors that go into designing a successful business website. You need the attention of a variety of interested people. You need a workflow that ensures the project stays on track. You need talented designers and writers to convey all that valuable information you want to communicate to your customers – and potential customers.

But there are also many misconceptions about  business website development . While these larger companies are obviously profitable, that doesn’t always mean they’ve completely figured out how to translate their success to the Internet. We’ve seen companies with big budgets kill off a corporate website project. We have seen websites with a difficult design and so many mobile elements that they are impossible to navigate. We’ve seen basic websites and templates that don’t remotely communicate the capabilities of companies with incredibly impressive revenue streams.

So the moral of the story is that no matter the size of a company, or the scope of a project, there are always things that can go wrong when developing enterprise websites. Fear not, though: there are a few simple concepts you can rely on to improve the performance of your company’s website, whether you’re starting from scratch or simply improving your current one.

1. Clarity is always king

When people visit your site, they are looking for information. It really is that simple. Perhaps they are looking to delve deeper into your products and/or services. Perhaps they are following your lead. Perhaps this is their first experience with your brand.

That’s why it’s so important to quickly and clearly explain what you do. This involves the perfect marriage of design and content, and you absolutely don’t need to overthink it. With the right messages, and the right calls to action, you can succinctly give site visitors exactly what they are looking for.

If you’re a titan within your industry – say a Wal-Mart, Apple or Amazon – then maybe you can get away with assuming your customers know all about you. But for most companies,  your company ‘s website content strategy  should treat website visitors as if they were laypeople.

2. Emphasize the user experience

This continues the theme of the previous tip. If visitors are confused about what you do, they will definitely go elsewhere. But even if visitors know everything about you, and make the effort to navigate your site, then they will still lose interest. As we mentioned in the introduction, your website may be the most beautiful website in the world, but all those effects, images, animations, etc. are meaningless if your visitors can’t find the information they’re looking for.

From a design standpoint, simple layouts that maximize white space, utilize effective graphics and photos, and avoid any sense of clutter will be more appealing to your customers. And when it comes to content, focus on quality rather than quantity. Whether you’re writing a headline or a 1,500-word blog post, your content should always answer this question: Is it somehow the solution to a customer’s problem? (More on that in a little bit).

3. Ensure your site’s response

Again, this tip builds on the previous one as it is directly linked to the project. So, to give the importance of responsiveness, here’s the perfect statistic: in the last five years, mobile traffic has gone up 222%.

So it goes without saying that if your site is not responsive, you are missing out on a ton of potential traffic. To dig a little deeper into these numbers, in 2013 smartphones accounted for approximately 16% of global web traffic, while in 2018 that number had jumped to approximately 52%.

While it seems absurd to say in 2019 that you need to have a responsive website, just take the time to browse business sites on the old world web using your smartphone or tablet and you will see that there are successful businesses that still need the reminder. Perhaps one day responsiveness will be assumed in every website build or redesign – but we’re not quite there yet, so we will continue to emphasize its importance.

4. Solve your customers’ problems

The last two tips were more design-centric, so let’s focus on the content for a second (apart from the “quality over quantity” advice). It’s important to have a comprehensive content strategy on your company’s website. This starts with understanding the sales journey. And if you understand the sales journey, you understand that your product or service is solving a specific customer problem.

If you take this concept seriously, it should permeate your entire content strategy. And keep in mind that we’re not just talking about articles and headlines. Your content should be varied for different types of consumers, which includes videos, white papers, eBooks, infographics and, of course, blog posts. And while your content must be valuable, it must also be constantly updated so that it never becomes stale. Ultimately, the best business websites are more than just an online store—they’re resources for information-seeking customers.

5. Don’t forget about lead and demand generation

There’s one thing the internet can’t change: companies still struggle to generate leads and brand awareness. Once again, content plays a key role in this line.

If your site isn’t generating consistent business, something has gone wrong. If not, it’s time to review your calls to action and content offerings. By being more strategic with them throughout your site—and by creating unique landing pages for them—you have the potential to deliver more leads to your sales team.

For example, most business websites have the standard contact forms, but waiting for a customer to click that call-to-action means you’re only counting one step in the sales journey – that moment when the customer has already decided to make a purchase. . That’s great, but you have to account for the different points in your sales funnel. For example:

  • Top of the funnel content : eBooks, infographics, and white papers;
  • Mid-Funnel Content : Case Studies and Videos;
  • Bottom of the funnel content : Product data, sales contact order, and other CTAs.

Every business is different, but this serves as a good guide to the company’s website content from a lead and demand generation point of view.

Take the time to improve your company website

We hope the tips learned today are that even the smallest businesses can struggle online, especially when it comes to building and managing a user-friendly website and lead generator. In fact, no business is immune from Internet failure, and the only way to survive is to have a philosophy of constant improvement to stay ahead of the competition.

Hopefully, if you’re a trader reading these tips, you’re nodding your head because you’ve been doing these things all along. But if you’re not, with a solid design and content strategy you can correct your course. Because there’s another lesson to take away from today: It’s never too late to improve your company’s website performance.