3 Action Items To Improve Your Website
Your website is your only employee working on call, 24 hours a day, 7 days a week (besides you, of course). It communicates your brand in a way that no other communication tool can: with text, images, audio, and video. It might also have a store or a blog. It can carry a customer, or future client, all the way from an introduction to product shopping, to final check out, or project proposal. In short: while you're putting it to work, make sure it's working the best it can. Here are some tips:
Links break. Galleries get disconnected or phased out on one page, leaving an error page on another. Images that might have been relevant or appropriate a while ago, might be inappropriate today. We recommend running a functional analysis of your website on a regular basis. Think of it as a health checkup. Or an employee evaluation. . .
Give it a UX Tune Up
We get that your website is all about driving sales/making an impression/driving foot traffic, but it can't do any of that if the design isn't about the user. Once you make sure the functionality of your website is on lock dock, go ahead and give it a good long look. How do you think it makes your user feel? If you were the user, would you say you had a great experience? To give you an idea of the kinds of questions you should ask yourself, check out these infographics from UX Magazine.
Search Engine Optimization (SEO) You Can Do On Your Own
You've made sure everything on your site is up and running. You've run through the experience of your site as if you were the user. Now let's talk about what you can do to make sure your site is ranking well in search results. (Sorry, this will be more than 1 actionable tip!)
Start a blog. Seriously. Whether you do it once a quarter, once a month, week, or even day. Start one. Talk about your industry. Talk about you. Be authentic. Share quality content. Blog pages are indexed just as your web pages are. They are searchable and they lead to all kinds of interactions. People share them on social media, email them to a friend, and in some cases even cite them. These interactions spread your name and your website further and further. Get on it.
Be social on social. No passive aggressive posts that are all about putting you on blast and nothing to do with engaging anyone. Search for active conversations relevant to your industry. Join the conversation. Share great, authentic content (hint: quality images will carry your far) that your audience will notice in their busy news feeds.
The best part about these simple actions is that they can be done by anyone, without complex website design skills. Just go get a latte, your laptop, a notebook and get started. Then keep at it!