One way to improve your company's performance is to tidy up your online presence so you look your best when prospects search for a business just like yours.

Review Website Metrics. Your web designer (or you) can evaluate website performance by looking at the numbers for the past year:

·         How many visits did you get each day?

·         How many website pages did visitors look at?

·         How long did visitors stay on your website?

·         How did they find your website?

Glitches and simple design and administrative mistakes can lower your search engine page rank (PR), meaning you may show up on page 83 of Google® search engine results pages – and when was the last time you dug through 83 Google pages to find the right supplier? Never.

Fix What Isn’t Working. Ideally, you want to be on page 1 of search engine results for high-ranking keywords. And, while search engine algorithms no longer rank keywords as highly as they once did, keywords still count.

Check your bounce rate (the percentage of visitors who enter the site, but go no further than the home page). If it’s high, consider revising your home page to keep visitors on the site long enough to learn about your products or services.

Update Website Features. Web sites can quickly start to look old and dated. What was hot in 2010 is cold as ice today. Add a CLICK TO CALL feature, enabling visitors to contact your company with a click. With Internet access now common among cellphone owners, a CLICK TO CALL button can simplify client engagement.

Add an email module. With a click, visitors can drop you a line with a quick question and, perhaps, a quick sale.

Address site text toward meeting the needs of your target market. The website text should answer visitors’ questions and identify the benefits of your products or services.

Add More Pictures. Pictures draw attention. Large blocks of small text don’t.

Keep site text current. Add a news section, or new advice, new strategies – give visitors a reason to bookmark your website as a valuable resource. Update this section regularly to keep visitors coming back.

Create a mobi website. Your website was designed to be viewed on a computer screen. However, many people access the Internet using smartphones. Create a version of your website that displays well on the smaller screens of smartphones and tablets. Consider creating a company smartphone application to simplify everything from placing orders to making payments.

Add contact information to every page. You never know when a site visitor will make the decision to engage your business.

Keep up with online reviewing sites. Amazon® and Dell® encourage customer reviews. So do eBay®, Angie’s List®, Yelp® and other destination sites for smart online shoppers.

Check what people are saying about you by reviewing your reviews. Address any negative comments quickly, and to the satisfaction of the reviewer. Show others that your company values client care and fixes what’s wrong.


The information provided is presented for general informational purposes only and does not constitute tax, legal or business advice.