It happens to everyone. The website that was built 2 years ago isn't bringing in enough business. Your page rankings have deteriorated and you're not on the first page for any of the search terms your customers use to find you.
Your website was a major investment out of the marketing budget-- a couple years ago -- and everyone loved. So you're asking why isn't it attracting leads or generating sales? A website is an on-going project. It is never done. If you haven't been adding fresh information then Google deems it is out-of-date, no longer relevant to the search terms and drops your listing lower and lower in the results.
Could it need a major refresh?
If you answer yes to any of these, your site needs major work.
- You have not kept your site up to date to the Google search requirements.
- You haven't made additions or updates in over 6 months.
- Website doesn't have a blog
- SEO work has not been done.
I've been told by clients "it's easier to keep your print materials updated and fresh" and "Personal service is crucial to our business and we only point people to our website when they want specs on our product." If you are shaking your head yes after reading either of these two statements you are sending a lot of business to your competitors.
Your competition knows how their customers are shopping and researching solutions and they have developed their site as a major source of delivering sales for their business, as well as adapting to the search engine requirements.
Your website can be your best source for leads and sales. The potential marketing reach is enormous.
According to Statista retail ecommerce sales have topped 4.2tr (Yes, that's trillion with a "T". As of 2021) and 2023 E-commerce is expected to surpass $6.5 trillion.
A Cisco Survey found that "70 percent of retailers achieved the highest score available for an intuitive graphical user interface, with an integrated look and feel for content throughout the site, while the balance provided a clear, simple page design."
According to a Nielsen Study "38% of people will stop engaging with a site if it is poorly designed," and "Nearly 90% of people use the internet to find local businesses."
Think with Google found that "46% of people would not purchase again if they had a interruptive mobile experience."
According to Catalyst Digital "37% of all online buyers visit retailer websites/apps prior to the moment of purchase."
Don't discount these figures because they are based on "real" consumers.
As an example, before purchasing supplies or new equipment I insist my staff research online before making a purchase. B2B customers needs may be different but the shopping process is similar. We all want to be educated before we talk to anyone or make a purchase decision. The expansive amount of information available at our fingertips as made this buying style the norm.
Where does you website stand in search results?
Your website should have Google analytic code embedded in it. This will provide your website developer some insight into performance of your pages. If the site doesn't have this tracking code, it is still possible, although more difficult, to get basic information on keyword performance such as what page your website appears on for your major keyword Google search.
Google Search Console will track your pages performance based on Google's own criteria...
A Google Search Console account is also essential. Google Search Console will track your pages performance based on Google's own criteria and provide data you can use to improve SEO. Such as page speed performance, which pages have been indexed, and more importantly, which have not..
Look where your site shows up when you search using terms your customers will be searching. To help get a more objective view try using you browser in "private mode." All major browsers have this feature. By browsing anonymously your searches won't be skewed by your recent browser activity. Switching your default region can help too.
While there are a lot of minor changes that can improve page rank position, the competition is enormous.
What sites are on the first page results? Is it where you thought you'd be? Are smaller companies showing up ahead of you? How does it make you feel? You may note that some results aren't competitors, some sites show more than once on the page, look at who has paid for top of page position.
Aiming for first page is everyone's goal. Sounds simple? While there are a lot of minor changes that can improve page rank position, the competition is enormous. Everyone is trying to improve their page rank.
You are wondering what this has to with redesigning your website.
A website is more than a brochure. It has to function without personal contact and be created to be search engine friendly. Website functionality and ROI is affected by search engine results which is affected by web content, structure, and a consistent design aesthetic integrated with your company's brand look. The foundation of your redesign must begin with knowing where you are and where you have to be to have a website that helps you achieve your business and sales goals.
The foundation of your redesign must begin with knowing where you are and where you have to be to have a website that helps you achieve your business and sales goals.
Remember the old adage - "you get what you pay for"? It is so very applicable here. On its own, a redesign will not guarantee improved rankings or lead generation. The cheap and "design your own" providers will build a website that doesn't include consulting, researching the competition, or a concern about website performance once it's been created. A "build it and forget it" website will get you right back where you started.
Conclusion
To build a website that is a sales engine for your company takes a lot of effort, research and planning. Begin by gathering information about your current website's performance and online presence. Go to your competitors websites and honestly compare your site to theirs. To make the whole process easier and more manageable we have created a "Website Review Checklist." But this is not just any website checklist. It's focused on one major goal to support your overall marketing efforts.
Ready for more? Check out these follow up articles.
It's Time To Redesign Your Website! Part 2
Web Redesign Part 3: Inventory Your Assets
Website Redesign Conclusion: Create a site that kicks butt