Traffic - one of the only things you avoid like the plague in your everyday life but prize greatly in your business. When it comes to managing the traffic that happens upon your business's web presence, it's important to make an effort to engage and excite visitors.
Try the following considerations on for size the next time you're ready to amp up your web prowess.
We can't stress this one enough - the better the content on your site, the more eyes you'll get on it. The truth is, high-quality content doesn't just please your devoted readers who expect new, unique, timely and engaging material when they navigate to your site - it also boosts your SEO, as search engines prize quality content over regurgitated or poorly produced content and will rank you in results accordingly. Take it from 57 percent of your fellow marketers - quality content is the biggest boon to SEO.
Speaking of SEO, when was the last time you did a sitewide cross-check for meta titles and descriptions on your various pages? When there are a number of cooks in the kitchen when it comes to adding and managing content on your site, there are bound to be lapses in including this crucial information. Take stock of your site and add titles and descriptions to every page to ensure that when your pages are searched, preview text actually populates in search results. Make a good first impression!
Calls to Action
Don't leave a visitor hanging - your website is virtually useless without a customer path charted out. And one of the ways to drive customers down this path is through calls-to-action buttons and banners. What actions do you want your customer to take on a given page? Unbounce estimated that 90 percent of website visitors who read a page's headline also read the call-to-action (CTA) copy. Don't woo a potential buyer throughout your engaging page only to give him or her nothing to do upon completion.
This one is perhaps a gimme, but if your site has yet been optimized for mobile users, this consideration should rise to the top of your to-do queue. A responsive design is essential, as well more than half of web searches begin from a smartphone or tablet. These designs can be relatively simple to implement, depending on your platform or host. Don't scare away customers with a microscopic version of your computer-friendly site on a tiny mobile screen - cater to your mobile-first customers sooner than later.
There's often nothing more frustrating on a website than confusing or nonsenical navigation. Draft up a site map of your web presence and determine if the customer paths you've set up make sense and are easily accessible. Is anything important buried or difficult to find? Are your headers labeled in a descriptive and engaging way? Do you have an excess of pages or too much content on a given page or pages? The art of "less is more" is apt in this case - trim the fat and do away with the stuff you don't need.
Bonus Tip: Consider tracking your customer page behavior to determine what pages and what parts of pages are actually resonating with your end consumer and adjust your emphases accordingly.