July 28, 2014
When your business launches a new, beautiful website it is really easy to tell yourself that it will help your company build brand recognition and leads – and then just leave it at that. Often, businesses that aren’t focused on their online presence don’t stop to think about how a website will build brand recognition and how they could be getting more out of their online investment. When managed correctly, a website can be a powerful asset to any business that is trying to grow by generating more sales and brand recognition. Here are five important questions you should be asking yourself to make sure you are getting the most of out of your website.
1) What Kind of ROI Are You Getting On Your Investment?
Understanding what your investment in a new, gorgeous website is going to get you in return is one of the most important questions a business needs to ask. If you are unable to produce measurable statistics that show how much business or at least traffic your website is accumulating for your company, you are not able to accurately place a value on your online presence.
If you spent a gargantuan amount of money on a new, flashy website, it is important to understand how such a large outlay is paying for itself by generating new leads and business. Even if you didn’t spend that much money, knowing if your website is producing the results your business needs can help you make informed decisions about if you should be investing further in your website or if that money could be better used in other areas of your business.
2) Is Your Target Audience Finding Your Website?
In can be very easy to tell yourself that just because you now have a great looking website that your audience will find it. This might be true for existing customers who already know your brand name, but for people who are only looking for the services or products you provide, you need to take the time to correctly market your website using digital marketing strategies like search engine optimization, Google Adwords, and social media to target your customers. When your website is effectively targeting relevant keywords and target audiences, you are more likely to increase your online traffic, brand recognition and, most importantly, sales.
3) Is Your Website Optimized for Mobile Devices?
Users are now spending more time on average on mobile devices than on desktops. As a result, an important question to ask about your business is if your website is giving you the right tools to grow as people begin to spend even more time accessing the Internet on their mobile devices.
Having a website that is not optimized for mobile used to be acceptable, but not having a mobile-optimized presence now means that your company is missing out on possible conversions and brand recognition from a large percentage of online users. Additionally, an important question to ask here is if your audience is actually trying to access your website on mobile devices.
4) Where Does Your Website Fit In To The Rest of Your Business?
Ideally a website shouldn’t be a standalone part of your business. From a branding perspective, the site should reflect the color and branding themes that your business has in other (either offline or online) places. Furthermore, a good website should seamlessly connect to other aspects of your business.
This means that leads from your website should be making it to your sales team the exact same way they would from anywhere else. While a website should be the hub of your business’ online activity online, it shouldn’t complicate your business and make it more difficult to run. It should simply add a new dimension that helps to expand both your brand recognition and revenues.
5) Are You Giving Your Website The Attention It Needs To Be Effective?
All too often businesses expect immediate returns from their website with very little effort. A website is launched and it is expected to immediately have huge levels of online traffic that generate new leads. It just doesn’t work that way. Expecting such immediate returns isn’t reasonable with most other parts of a business, so why would you expect it to be the case with your website?
In order for a website to really help your business enjoy new levels of growth, it needs to be constantly nurtured and improved. This means generating new content on a very regular basis and optimizing things like user navigation, calls-to-action and color schemes based on how users are interacting with your site. It can take months for a new website to begin to produce positive ROI and too often businesses don’t see immediate returns and let their websites slide into online anonymity as a result. Making an effective website takes work and in order to reap the rewards you have to spend the time and energy it takes to help a website grow.
Asking yourself these five questions will help you to better understand where your website falls in the grand scheme of your business. By finding the right answers to them, your website can go from being something you have just because your competitors do to an integral part of your overall business strategy.
Gabriel Shaoolian is a digital trends expert and CEO and founder of Blue Fountain Media, a digital agency in NYC focused on growing brands online through effective websites and online marketing. From start-ups to Fortune 1000s, Blue Fountain Media helps generate more leads and increased brand recognition Last year alone, the company, which has a client roster that includes Procter & Gamble, Harper Collins, Canon, NFL, Publishers Clearing House, Sharp, AOL and the United Nations, drove more than 200 million monthly visitors and $2 billion in revenue to the digital properties of its clients.