Today a company website is often a digital first impression, and at the very least an online calling card. Just as it's necessary to make a good first impression when meeting potential clients (with a business card you can be proud of), keeping your website fresh is equally important in a time where many people look to the web first when researching and considering a product. Having a great website can mean all the difference in supporting your marketing efforts; while conversely, a bad one can derail the process.
Chances are, whether or not you know that your website isn't as "good" as it should be, there are several areas to evaluate. Your website may be losing you money for a variety of reasons, but realizing your weak spots is the first step to making your homepage work for you and for your business.
Design
Usability is a big part of the web experience. An outdated layout or theme looks unprofessional at best and out-of-touch at worst. Furthermore, your audience base needs to be able to find the information that they're looking for quickly and without confusion.
If crucial parts of your website, such as the product listing or an info page, are not apparent, many people will lose interest. Design your website so that the navigability is transparent -- a user should be able to find their way around it without instruction.
Responsiveness
Many people use their phones, tablets and other devices to do most of their web-related activities. To keep up with the upward tick in mobile usage, companies and brands are creating mobile-friendly versions of their web pages which translate to smaller screens.
Your website may be all-but-impossible to navigate, with slow loading times on less bandwidth, and too many clickable options that clutter a mobile screen. In order to combat this, making your web platform responsive will automatically convert your website to fit into whichever format your viewers are using.
Web Hosting
Of course, great design and a responsive theme can go a long way, but neither will serve much use if your website fails to load. It's important that your website loads properly in different browsers and locations. If your server or third party servicing is out-of-date, it may not be compatible with mobile or even desktop browsing, where you run the risk of losing out on potential clients who simply don't have the time or patience.
Content
Content is still king. It's important to back up your brand with a selection of content that informs an audience about the company, whether it's educational or news-based.
Content amps up customer comfort by keeping them in the loop. A company blog is a great way to consistently update your audience, while a catalog of newsletters and/or press releases acquaint new and prospective clients with an insider feel for your company.
Landing Page
Where you direct your viewers to contact you may be the most important area of your website. Your contact form should be optimized so that users must fill out complete information and can't submit a form unless they do so.
Integrate your landing page throughout your website. Use a contact form in the sidebar across your website to make it easy for interested individuals to offer their information.
Simply having a website isn't enough - in today's age of information, it needs to have all the necessary informative areas including fresh content and packaged comprehensively. Renovate your website according to these considerations and connect better with your customers.