The events of 2020 have proven just how critical a good website is for every business. It’s your virtual shopfront- the first point of contact for most customers. It’s no longer acceptable to just create a website and leave it unchanged. Your website needs to be dynamic, current and constantly evolving. The good news is there are some great tools to help you ensure that your website is delivering the best possible service to your clients, and helping convert leads into sales.
- Slow website. If your website is slow, your customers will leave in frustration. In fact, anything above 3 seconds for a page to load will mean that 57% of your visitors will instantly leave your website.
- Slow response to customer queries. Ever sent an email through a website and didn’t get a response until days later? The longer your client waits, the more your brand integrity diminishes in their mind, and the smaller your chance of converting the enquiry into a sale.
- Risk of data breach. It’s an unfortunate opportunistic fact of life that hackers are out there looking for weaknesses in website security. It’s not personal, it’s opportunities and it can be highly damaging. Apart from the cost if it’s a ransomware attack (the act where they will not release your data unless a sum of money is paid), having your business data and customer details breached is a significant headache. Privacy breaches require reporting and restitution, creating legal issues and eroding confidence in your brand is eroded.
- No measurable data. If you aren’t tracking your leads as they come through, you can’t calculate your CPA (Cost per Acquisition). Knowing your CPA allows you to confidently budget your marketing spends at the right price point, and allows you to ratchet up your spend in those areas where you are getting the best return.
- Slow website. Use free tools such as Google’s Pagespeed monitor to quickly gauge the load time of web pages on both desktops and mobile devices. With this tool, you can also look at their recommendations on how to increase the speed of your website.
- Slow response to customer queries. Consider installing a Live Chat application on your website. You can set it up so that it connects directly to your staff allowing customers to have their queries answered quickly and knowledgeably – leading to sales conversions.
- Risk of data breach. A security audit of your website can highlight any major issues your site may be facing. Following industry best practices for website security can help mitigate any further issues, when it comes to data breaches. For instance, OWASP provides the top 10 web application security risks. Investigate using plug-ins for your website that can help automatically block unwanted bots that are trying to infiltrate your website.
- No measurable data. Connect a CRM (Customer Relationship Manager program) to your website to automatically track your leads and build your database. Examples of CRM’s are Hubspot, Salesforce or Zoho. There are also a range of industry specific CRM’s tailored to maximise the value to you, in areas that are unique to your business.
Attention to these critical areas of your website, as well as ensuring that your website is visually pleasing, easy to navigate and that all your content is current and easily accessed, will help build a better business for you.