Refresh your website: Updating with ‘quick hits’ for Google results and traffic

Website quick hits or "low hanging fruit"

In these recent weeks running up to Christmas, I have had a number of clients contacting me asking about updating their website.  Paid adverts in publications and listing magazines are proving just too expensive, whereas the steady contacts from the website are proving that the investment in the website was good decision.

I am expecting more emails and calls from clients in the New Year, when thoughts are re focusing on 2010 and how they can make their website work more effectively for their bottom line.

Websites need managing – having a website is not a magic wand for new business.  I’m not retained as an online marketing manager, I am a web designer but do remain on hand to help, guide, advise and when possible act on my clients requests.  My point is that the ongoing success of website remains with the client.  The more work you put into it, updating services, new images, adding content, the more you will be rated by search engines and the more traffic you will attract.  Then, depending on the presentation and layout of the website, its then a combination of the designer and website owner, for how visitors are then converted into customers.

Yes, there is inevitably a cost to commission work from the designer, but first steps cost you nothing.  I’ve put a quick list of things to think about.

• First step (at no cost except your time) is for you to sit down and go through each page to update copy… edit and insert more!
• Can you revise the images on the website at all – any new services or jobs recently, before/after images etc?
• Services pages especially can have limited or dated copy… explain whats involved, who does what, example jobs (the steps involved).   Remember that the images should be complimenting/supporting the page, not leading as they often can be
• Also, there can also be limited prioritisation of services – what do you want to promote, which are the most profitable or any new services you are planning.  Its often been months or a year since the site as been running – what has changed, whats higher value to you?  By all means provide a list of services but direct people into your sales funnel… establish which are entry services and then apply cross skill techniques… dont expect people to be hit over the head with a list of 15 services and fully understand what you do
• Do you have any seasonal (or quarterly specials) you can spice up front pages to give a sense of energy and motivation to buy/contact
• Consider adding some images of you the business owners.  (Don’t baulk at this – its important!)  My point is that with small businesses, personalising the website would be a good help.  Websites are often impersonal, devoid of the human side and you are looking for every opportunity to differentiate yourself from your competitors.  Allow visitors to put a face to your business, a personal touch on who they speak to when they call… break down those barriers preventing people from getting in touch!
• Similarly, consider a group picture of you all together on the Contact page – all helps to give a sense of welcome… encouraging visitors to make a call and perhaps become customers.
• Don’t forget the About page.  I’ve suggested a photos of the business owners being employed, but people want to have confidence in knowing who you are, your experience and a feel-good factor of understanding what they will get when/if they call.  Consider editing copy, adding new info and without being too tongue-in-cheek, dont be afraid to add some humour or at least personalise it.  Small businesses offer what large businesses cannot, the personal, human touch so bring it out on the website.
• Review and request testimonials regularly and be aware that customers may want to contact your testimonials to ask a question (and they dont need your permission to do so!)
• Testimonials are a great idea yes. But you can go further and consider putting together some case studies. These can be posts or pages of customer success stories… by that I mean “Customer A had this problem, spoke to us, we did this, did that and ta daaa this is the result“.  I can give more info but it’s an easy illustrative tool to add depth to your website and brand, and helps positions visitors into what they can expect if they become customers.
• Registering on local business forums is a good idea – get involved in your industry, network with suppliers and customers… anyway at all you can push your domain name.

Search engines rate websites on a number of factors. They rate websites with changing content higher than static ones (hence the updating is a good idea in the New Year).

Internal work as described above could really help, even before you consider online advertising.

Both traditional and online advertscan cost a lot, and are not always very useful or effective. One great service to consider is Google Adwords.  It allows you to set your own monthly budget and you create a small advert to then be presented on the right hand side of Google search pages… searches that are related to your business and local area. Very flexible and puts you in control.

Oh and don’t forget offline and traditional marketing – small ads, letterbox drops, gifts, offers etc!

Thats all for now – a quick post ran into something longer!