By Peter Bernard, Red5 Media // 6 July 2010 // Related Categories: Tips
5 ways to make more profit from your website
Creating an effective website is not rocket science so it's surprising that very few businesses do it well. Here are five things you should consider to get your website working for you.
1. Be clear about your goal
While there is room for a little overlap, generally you need to pick just one goal for your website. Is your goal to:
- Brand and promote your business?
- Transact Sales?
- Generate Leads?
- Facilitate business processes with your customers?
- Provide top class customer service?
- Distribute files / information?
Many accountancy firms see their website as little more than online brochures, but there are many ways in which your website could generate tangible leads. For example, using the site to capture client emails and then sending out automatic emails around tax time would help drive repeat business.
2. Increase website traffic
Investing in a website is only worthwhile if your prospects and customers can find it. To generate traffic to your website you need to:
- Implement Search Engine Optimisation (having your website developed with this in mind can increase your chances of appearing on the first page of Google when a customer searches).
- Capture your customers' email addresses and deliver electronic direct mail campaigns that direct them to your website.
- Provide useful features via your website (such as downloading or uploading tax forms via secure pages) that will give your customers reasons to engage with your site and come back frequently.
- Write blogs and contribute to forums to position your business as an industry expert. You'll be surprised how many visitors you receive if you write regular articles and syndicate them on free sites such as Posterous and PRWeb. This technique keeps your website content fresh and creates links to your site and search engines will love you for it.
3. Keep your website up-to-date
Many websites these days are designed using a Content Management System (CMS) which allows you as the site owner to regularly update the content with new pages and content such as the implications of the budget on disposable income or taxation changes without incurring expensive web development costs. These days web developers should not charge you every time you want to update your information because this can all be self-managed via the CMS.
4. Tie your marketing together
Make sure that the marketing of your business is integrated, and you're using every opportunity to drive customers to your website. Examples include listing your website address on your email signature, signage, company vehicles, pens, stationery and even your answering machine or ‘on-hold' messages. Every contact point with your customer is another opportunity to drive them to your website.
5. Understand how visitors use your site
There are lots of free (or very cheap) services like Google Analytics and CrazyEgg that you can use to understand how your website is working (or not) for you, and amend your site or strategy accordingly. Some of the data available to you includes:
- The number of unique visitors to your site and the number of visits in total
- The pages on your site viewed most often
- Where your visitors are clicking when they reach your site
- Where your visitors came from (keywords and geographic location)
Want to know more?
In our experience, too many businesses see their websites as just "something everyone has to have", rather than a marketing tool that should be managed with a very specific focus on getting return on your investment. If you'd like to have a chat about how you can make your website a workhorse, call Red5 on 1300 808 943 or email enquiries@red5.
Do you have any other website tips you'd like to share with our readers?
Comments: 1 // Share:
Good article - it's interesting the way businesses tend to buy a dodgy website simply in order to get an online presence, without considering a) the myriad of ways it could reflect poorly upon the brand, and b) what potential the correct solution could provide.