Is your website losing you business?

Written by Clare Whalley from Meta4 Business Coaching

When was the last time you took a deep look at your own website? 

Most business owners rarely review their websites once they’re set up. But if you’re not actively monitoring your site’s performance, you might be losing potential customers without even realising it.

How would you know ….? Yes, you have access to your Google Analytics to give you some data, but numbers alone can’t paint the full picture.

So, what can you do? The good news is that there are several practical steps you can take to optimise your website and maximise conversions.

Here are some actionable tips to ensure your website isn’t costing you business but rather driving it.

Regular website maintenance is a must

It’s a good practice to check your website’s functionality at least once a month.

Even if you have no intention of directly selling products through your site, a well-maintained website provides credibility and professionalism.

This builds trust with your audience and encourages them to engage with your business.

Key areas to focus on:

• Functionality:
  • Ensure your web hosting company performs regular updates and maintenance.
  • Check if your website is loading fast enough. Large images and poorly optimised media can significantly slow download times, leading to higher bounce rates.
  • Regularly test all links on your site, including navigation links, internal links, and links to your social media pages. Broken links can frustrate users and harm your SEO.

• Imagery:
  • Avoid overused stock photos. Imagery has a powerful impact on how people perceive your business. Invest in unique, high-quality images that reflect your brand’s personality.

• Responsiveness:
  • Test your website on all screen sizes. It’s crucial that your website works well on mobile devices.
  •  Given that most users access websites from phones, tablets, and smaller screens, a fully responsive design is non-negotiable. Remember, it’s not just about being mobile-friendly; it’s about being fully responsive across all devices.

Consider the customer journey

Does your website clearly communicate what you do right from the homepage? Conduct what we like to call the “Alien Test”—if an alien landed on your website, would they immediately understand what your business is about?

Approach your website as if you were your ideal client. Think about the following:

• Where do you want them to go? Is there a clear path from the landing page to key areas like services, products, or contact information?
• What actions do you want them to take? Is it easy for them to contact you, find your location, or follow your social media accounts?
• Is there an option for them to stay in touch? If a visitor isn’t ready to make a purchase, are there ways to keep them engaged? Consider adding a newsletter signup or social media links to encourage them to stay connected.

Remember, people buy from people. Ensure your website conveys who you are as a business, your values, and what sets you apart.

Implement natural SEO practices

SEO isn’t just about keywords. It’s also about keeping your content fresh and relevant. Some strategies to boost your SEO naturally include:

• Regular content updates: Add fresh content through news feeds, blog posts, or case studies to keep your website dynamic and engaging.
• Backlinks: Get backlinks from reputable websites and publications to build authority and trustworthiness in your industry.

Leveraging google analytics

To better understand how your website is performing, regularly check your Google Analytics. Some key metrics to focus on include:

• Most visited pages: Identify which pages attract the most traffic and analyse why. This can provide insights into what your audience is looking for and how you can further optimise those pages for conversions.

A website is more than just a digital business card; it’s a powerful tool that can either win or lose new business. By regularly maintaining your site, focusing on user experience, and implementing smart SEO practices, you can ensure your website is working hard for you—not against you.

Book in for my complimentary kickstart session – a one hour call to give you clarity, focus and guidance on your best next steps in business.