Your website is always “under construction”

Posted by Wildfire Marketing Group | October 22nd, 2008

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Your website should not be a static marketing tool that simply gets implemented and then ignored. Instead, it should always be incrementally improving. We’re not talking about changing the design each month or even tweaking your meta tags. We’re talking about performance driven adjustments based on accurate data and testing. If you’re using analytics software, such as Google analytics, you’ve already got the information that you need to get started. If not, you need to start using it now.

Some of the more important factors to look at are your bounce rate, keyword phrases and websites that are sending you traffic and your top entry and exit pages. You should also look at your conversion ratios (the ratio of visitors to customers). Find one or two aspects of your website that need the most work and then focus on improving them first. You’ll need to accurately monitor your results, therefore, you can’t work on several aspects at once or you’ll introduce too many variables to determine which actions caused which results.

One area that a lot of companies are weak in is providing what their visitors are actually looking for. For example, if you run a business consulting firm and you find that most of your website visitors are looking for inexpensive information about setting up a new company, you may find that it’s easier and more profitable to develop an informational product that they can purchase rather than trying to sell them your consulting services. This model will scale as large as you like. Plus, once they buy one product from you, they will be more inclined to buy more products from you because a relationship and trust has been established. This can open the door to your more profitable products or services later. Every company has opportunities like this, it’s just a matter of investing the time to find them.

If you focus on making the most of your exisiting traffic instead of just trying to drive the greatest number of people to your website, you’ll find that your revenue will increase while your workload often decreases. When your website is performing optimally, you can start putting more energy into increasing your traffic, but remember that your website is always under construction.

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