Today your company website is your most important marketing channel. It acts as a shop front, a brand guardian, a company brochure, and is an appreciating asset where the more you invest, the more value you receive.
Many websites are out there, and many are not as good as they could be. People often see them as a one-off project that they can update with a new web design every couple of years. However, it’s up to Google’s algorithm to decide where your website comes up in relation to your competitors, and as Google seems to know what they’re talking about when it comes to search engines, you should probably take note of their best practice.
Can you find your website?
First of all, if you can’t find your website via a Google search, then it’s time for a new one. The aim is to appear several times on the first results page when you type in your company name. This is what most customers will type into the search bar rather than your exact website address.
How long does it take to load?
It is incredibly frustrating for users if a website takes a long time to load, and it could make potential customers leave and to a competitor’s quicker site, which means you have missed a sale. Google penalizes sites with poor page speed – the slower the site, the harsher the penalty, so check yours from different computers and devices and see how it compares.
Can you update it yourself?
Do you have to contact your web developer every time you want to update a page or add a new blog? It’s important to keep your website updated regularly not only for your visitors but because Google will reward you with better visibility too. It makes life much easier for everyone if you have access and can update your site as and when you need to rather than relying on someone else.
Is your website mobile friendly?
People use their mobiles more than any other device and are always browsing the web while they are on the go. For this reason, your website needs to work well on all mobile devices. This means that it could change how it looks depending on if a person is searching via a desktop PC, tablet, or mobile phone. Having a responsive website makes it is easier for people who are using their mobiles and tablets to navigate your content, offers, and services. If it doesn’t adapt to mobile, search engines will penalize you and give you lower visibility compared with mobile responsive competitor websites.
Can your visitors find what they want?
Overcomplicated websites are very frustrating. Your site needs to have a distinct purpose, and visitors should just know what to do and where to go to get the information they want. Having the fewest clicks possible to get to the essential content is essential.
Do you like other sites more?
Do you find yourself looking around other websites and wishing that yours looked like that? If others look more appealing or offer a better experience, then it’s time for a new site.
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