Four of the most important developments you can make to your website

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Today your company’s website is more than just a set of pages filled with information.    

Today your company’s website is more than just a set of pages filled with information. Done correctly, a business website can become a digital shop window that drives sales, enhances your brand presence and provides useful functionality that your customers and prospects will enjoy and engage with.  Companies should consider online user journeys and base their website at the very heart of this, and direct online visitors to dedicated landing pages designed to convert indifferent prospects into loyal customers.

 

Not sure where to start? Here are four important developments you can make now to your website:

 

1. Mobile responsivity

If your website is not already optimised for mobile visitors, stop any other developments and make this your priority!  Traffic from smartphones has now overtaken desktops, meaning your site should be built with a “mobile first” development ethos. Websites should now display content in a way that fills any device’s screen, and can be tapped by a mobile user as well as clicked by a desktop or laptop visitor.  Further, it is well-known that search engines such as Google heavily penalise sites that are not developed for mobile users – meaning your competitors could be stealing a march on you on the precious search engine page real estate.  Simply, think mobile first, and your customers and bottom line will thank you for it.

 

2. Site speed

Have you ever sat and waited a short while for a webpage to load? How long are you prepared to wait before you hit that close tab button? 10, 20, 30 seconds… longer?  As internet speeds get faster, and online users and companies become more digitally adept, expectations for online experiences continue to rise.  Today’s digital audience are used to superfast fibre broadband and near-instant download capability.  Further, Google and other search engines class site speed as one of the primary factors that influences your company’s position on the results pages. If your website loads slowly, today’s impatient audience will look elsewhere and potential customers will be lost and unlikely to return. 

Looking to improve your site’s speed? Simple principles and improvements can make a big difference – things like optimising imagery for web will reduce file size and reducing the amount of unnecessary JavaScript or calls to applications will all help towards a slick site loading experience.  In reality there are multiple factors that influence site speed, even down to fundamentals like your hosting service.  Contact us to find out how we can help increase your website loading speed.

 

3. Search engine optimisation (SEO)

The typical web user will not directly type www.yourcompanyname.com into their URL bar to find their way to your website, most will find you through a search engine and therefore you must ensure your website is fully optimised to appear in search result pages.  This practice is known as search engine optimization (SEO) and is absolutely critical to driving important visitors to your company website. 

SEO is a complex area for which there are a lot of experts, but nobody truly knows the exact, ever-changing Google algorithm.  However, there are some crucial steps you can take to ensure you have a site that appears in a prominent position in the search results, and against the keywords you would expect your audience to type into the search engine when they look for services that you provide. Some examples of changes you can make are make your site fast loading and mobile responsive (see above), and write relevant content that matches your core keywords.  Keywords should be in all of the important areas of your web content – including page headers, copy, URLs and rich media content. 

Further, you should ensure you have good quality and relevant backlinks to your website – or in other words send traffic to your site from various sources such as partner websites, academic domains and social media.  All of this contributes to your search engine quality score and SEO rating in the eyes of the search engine, which in business terms mean your company will be found ahead of your competitors and more customers will arrive with you as a result.

 

4. Create personalised user journeys

If a vegetarian comes into your restaurant do you offer them a fillet steak? Clearly the answer to this question is “no” so why do you design your online shop window to show the same content to 100% of users?  A good website should be connected to other digital channels such as your social media, Google AdWords campaigns, and email campaigns. 

The page the users land on should take account of the channel from which they originated and any information this presents to you.  For example, if a user clicks a Google Pay Per Click (PPC) advertisement looking for a cheap deal on the latest iPhone, the selling website should have an optimised landing page which leads with an attractive price point before showcasing the features of the phone as a secondary point.  If a different user clicks a social media video demonstrating the new functionality of the phone, they should land on a different page promoting the benefits of the phone first – with price being a secondary message, or not showing at all!  These principles can be adapted by any business and are important to converting online prospects into engaged customers due to message relevancy and great online experience.

 

The Dynamic Edge team are experts in website development with combined decades of multi-sector experience, give us a call to organise an informal coffee and chat around your website development ideas.

Today your company’s website is more than just a set of pages filled with information. Done correctly, a business website can become a digital shop window that drives sales, enhances your brand presence and provides useful functionality that your customers and prospects will enjoy and engage with. Companies should consider online user journeys and base their website at the very heart of this, and direct online visitors to dedicated landing pages designed to convert indifferent prospects into loyal customers.

 

Not sure where to start? Here are four important developments you can make now to your website:

 

1. Mobile responsivity

If your website is not already optimised for mobile visitors, stop any other developments and make this your priority! Traffic from smartphones has now overtaken desktops, meaning your site should be built with a “mobile first” development ethos. Websites should now display content in a way that fills any device’s screen, and can be tapped by a mobile user as well as clicked by a desktop or laptop visitor. Further, it is well-known that search engines such as Google heavily penalise sites that are not developed for mobile users – meaning your competitors could be stealing a march on you on the precious search engine page real estate. Simply, think mobile first, and your customers and bottom line will thank you for it.

 

2. Site speed

Have you ever sat and waited a short while for a webpage to load? How long are you prepared to wait before you hit that close tab button? 10, 20, 30 seconds… longer? As internet speeds get faster, and online users and companies become more digitally adept, expectations for online experiences continue to rise. Today’s digital audience are used to superfast fibre broadband and near-instant download capability. Further, Google and other search engines class site speed as one of the primary factors that influences your company’s position on the results pages. If your website loads slowly, today’s impatient audience will look elsewhere and potential customers will be lost and unlikely to return.

Looking to improve your site’s speed? Simple principles and improvements can make a big difference – things like optimising imagery for web will reduce file size and reducing the amount of unnecessary JavaScript or calls to applications will all help towards a slick site loading experience. In reality there are multiple factors that influence site speed, even down to fundamentals like your hosting service. Contact us to find out how we can help increase your website loading speed.

 

3. Search engine optimisation (SEO) The typical web user will not directly type www.yourcompanyname.com into their URL bar to find their way to your website, most will find you through a search engine and therefore you must ensure your website is fully optimised to appear in search result pages. This practice is known as

search engine optimization (SEO) and is absolutely critical to driving important visitors to your company website.

SEO is a complex area for which there are a lot of experts, but nobody truly knows the exact, ever-changing Google algorithm. However, there are some crucial steps you can take to ensure you have a site that appears in a prominent position in the search results, and against the keywords you would expect your audience to type into the search engine when they look for services that you provide. Some examples of changes you can make are make your site fast loading and mobile responsive (see above), and write relevant content that matches your core keywords. Keywords should be in all of the important areas of your web content – including page headers, copy, URLs and rich media content.

Further, you should ensure you have good quality and relevant backlinks to your website – or in other words send traffic to your site from various sources such as partner websites, academic domains and social media. All of this contributes to your search engine quality score and SEO rating in the eyes of the search engine, which in business terms mean your company will be found ahead of your competitors and more customers will arrive with you as a result.

 

4. Create personalised user journeys

If a vegetarian comes into your restaurant do you offer them a fillet steak? Clearly the answer to this question is “no” so why do you design your online shop window to show the same content to 100% of users? A good website should be connected to other digital channels such as your social media, Google AdWords campaigns, and email campaigns.

The page the users land on should take account of the channel from which they originated and any information this presents to you. For example, if a user clicks a Google Pay Per Click (PPC) advertisement looking for a cheap deal on the latest iPhone, the selling website should have an optimised landing page which leads with an attractive price point before showcasing the features of the phone as a secondary point. If a different user clicks a social media video demonstrating the new functionality of the phone, they should land on a different page promoting the benefits of the phone first – with price being a secondary message, or not showing at all! These principles can be adapted by any business and are important to converting online prospects into engaged customers due to message relevancy and great online experience.

 

The Dynamic Edge team are experts in website development with combined decades of multi-sector experience, give us a call to organise an informal coffee and chat around your website development ideas.