One of the most important things to remember about your business website is that it isn’t etched into stone. Even if you have a pretty decent site, you may discover a need to tweak or adjust it, making it even more effective at advancing your business goals. Doing so doesn’t necessarily mean having a full website overhaul. Sometimes, just simple revisions can make a world of difference.
That’s what we’re talking about today: Relatively minor changes to your business website that can significantly enhance its efficacy for SEO, lead generation, and brand building.
Consider These Tweaks to Your Business Website
Enhancing Your Call-To-Action Structure
The call to action is an essential part of any business website, providing your visitors with clarity about the next steps they should take. For example, a CTA can be used to spur your customers to set an appointment, to order a product, to subscribe to your newsletter, or to call your office to gain further information.
Most websites have a CTA positioned somewhere near the bottom, but keep in mind that you can use multiple CTAs throughout each page, using them to structure and guide your visitors’ journey. Beefing up your CTA structure can be a valuable way of revitalizing your website.
Going Big on Your Blog
When was the last time you updated your company blog page? If it’s been a while, or if it’s something you do irregularly, that can be a meaningful change to consider. Simply getting into a more consistent blogging schedule can breathe new life into the blog and with it your entire website.
Remember that blogging yields a number of benefits for your website, both educating your visitors and also feeding the algorithms fresh content that can boost your SEO traction.
Embed Video Content
You don’t necessarily need to add a video to every page of your business website, but embedded video on select pages can greatly enrich the user experience, helping you keep users on the page for longer.
Specifically consider embedded video for product pages, where demos and how-tos can go a long way toward building consumer confidence.
Make Sure Your Site Is Mobile-Friendly
Of all the changes listed in this post, ensuring mobile friendliness is perhaps the most urgent.
Hopefully, your site is already designed with a mobile-first mentality. Keep in mind that, statistically speaking, it’s likely that a huge percentage of your traffic comes via mobile devices. You’ve got to ensure that your site is easy to use no matter the browser or device type. Check your site to make sure it’s optimized for all users, not just those who are accessing it via desktop or laptop computer.
Streamline Your Home Page
It’s tempting to throw everything but the kitchen sink on your home page, providing users with every last detail about your business, your products, and your services. And yet, you may be able to improve your site by removing content from the home page, ensuring a streamlined experience.
Remember that a good home page should have a strong sense of narrative: What’s the problem you’re trying to solve? How can your products or services turn the end user into the hero of that story? Eliminate clunky details that distract from the primary narrative.
Add Testimonials and Social Proof
One of the most effective ways to boost your sales is to establish trust, letting your customers see that others have bought the same product or service and been pleased with the outcomes.
You can accomplish this with a simple update to your website. Add a testimonials page, or better yet, a widget that showcases a few testimonials on your home page and on specific product pages. Alternatively, a widget highlighting your Google reviews can be a powerful way of building buyer confidence.
Enumerate Your Benefits
Here’s another simple piece of content that can make a big difference for your business website. Add a list of bullet points somewhere on your site, detailing the basic reasons why a customer should choose your brand over the competition.
These bullet points can be benefits to the end users, significance of trust and credibility, or other types of competitive advantage. This is a small thing that can be really important for breaking through to consumers who might be on the fence.
Time to Update Your Website?
The bottom line: Websites aren’t meant to be static. Regular updates and adjustments can keep your sites functioning at a peak level. The suggestions we’ve listed here are merely meant to serve as a jumping off point.
Ready to pursue changes to your business website? Our team is happy to talk with you about website development, or about digital marketing strategy more broadly. Reach out to the team at enCOMPASS Agency whenever you’d like to chat.
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