This marketing reminder is all about your website. Websites inevitably become a “set and forget” type thing. As long as it is getting traffic and generating some leads, that’s good enough, right? Just because your website looks good on the outside and is seemingly generating some traffic and leads, doesn’t mean it is doing its job, or driving the necessary performance for your business growth. We get why frequent website analyses don’t happen, but your website is the front door of your entire business, so why put it at the bottom of the priority list? Maintaining a website that performs means taking shifts in buyer behaviors and keywords into account. It’s about testing the layout and UX with adapting CTAs. These aren’t major overhauls, like many of our reminders, and subtle tweaks can make a big difference.

Don’t let your website quietly bring down your business results and stunt your growth.

Let’s make a website analysis happen!

Here’s where you can start.

1. Check your performance

Getting a clear understanding of how your website is currently performing is a good starting point. How does performance today compare to 6 months ago? What about a year? If there is a steady decline over time in users, new users, engagement rate, and other key metrics, it might be time to raise the red flag. How many leads have you generated on key conversion pages? Does it stack up compared to 3 months ago? What about 6 months ago? Just because your marketing efforts were working 6 months ago, doesn’t mean they are still working today. Doing a quick performance check can help you figure this out and kick off your website analysis.

2. Identify problem areas

After understanding if your website is bringing in traffic and leads, it’s time to identify areas of concern. Are core website pages not driving as much traffic as they should? Are contact forms being started but not completed? Are service page CTAs being ignored? Where are users exiting your site? These are worth investigating and can uncover where engagement might be lacking and leads are losing interest.

3. Plan realistic changes

You know what isn’t working, now it’s time to consider making realistic changes. A complete website overhaul likely isn’t super realistic. But, making slight changes to CTA color, button placement, page format, or updating the navigation bar, can be realistic changes. This is an ideal time to test as well. Make a few changes for a certain amount of time, and if results haven’t turned around, consider making additional changes.

Websites are the foundation of your business! One crack can cause major issues. If you need support identifying what is, and isn’t working, as well as what changes to make to boost performance, contact the experts! At Launch Marketing, we’re here to help make things happen.