For any small business, a quality website is an essential piece of the overall business strategy. At an ever-increasing rate, small business owners are working to clean up websites, and even build new ones. Gone are the days of small businesses not having a website or having a website that is just, there.
Because websites have to be so many things for your business, it is important to understand how your website is functioning from a consumer’s perspective. Remember, a website is the only employee you will ever have that works for you 24 hours a day, 7 days a week. It is critical to ensure you are taking the necessary steps to ensure it is optimized and to understand how being aware of your website’s health can benefit your business.
Have you ever taken the time to assess the overall health of your website? Or, do you know your website isn’t up to snuff, and just really need to do an overhaul? If you fall into either of these categories, you should consider running a personalized assessment of your website using our website evaluation tool..
Once you get your assessment, what information is most important?
The first consideration should be competitive perception. How are you stacking up against your main in-market competition? Your score card can tell you which competitors are beating you in the digital realm. The thing you should always keep in mind is that most of your consumers are going to head to the internet and do some research before they consider walking into your place of business or ordering from your online store. If your competitors are landing in front of you in online searches, or if you have inaccurate listings, or if your website isn’t optimized for mobile or not user friendly, these consumers are going to pass you by for your competitors.
Using your scorecard to learn more about your main competition is easy, and implementing a reputation management strategy for improving your competitive perceptions can be just as simple. Here are a few steps you should consider taking immediately:
Run your scorecard report and take a look at who your main competition is in terms of keywords and find out where your business is ranking, relative to the competition.
- Review your website and consider what changes you can make right away. Is your domain functioning properly? Do you need to update some of your information? Can you add fresh, new content to your website?
- Are there paid strategies you should consider?
The truth is, if your competition is knocking it out of the park, and your online presence is just fighting for air, you will likely need to consider paid strategies to help you get where you need to be.
The health of your website is dependent on a few factors.
- Optimization for use on mobile phones and tablets
- Accuracy of listings
- Quantity of reviews being generated
- Quantity and quality of content being produced for and/or back linked to your website
- Overall online activity connected to your business online
Once you take a look at your scorecard, you will have a high level view of what your online presence and your website health looks like. It is up to you to start making those necessary changes to improve your website and overall presence. Or, you need to make a decision, based on how much work there is to do, about if you should start fresh, with a brand new website. Sometimes, building a new website is the quickest, most effective and most affordable option for producing the results you need in the shortest amount of time.
If a new website isn’t the course of action you decide to take, other paid strategies you should consider to improve your online health and raise your competitive perception are:
Paid search engine optimization
- Paid search engine marketing
- Online Reputation Management
- Review generation
- Audience extension
If you are not sure where to start, we can help. The digital ecosystem is challenging to navigate, but we can help you both work through your scorecard and build a custom solution for improving your website health and online presence.