You’ve got the kit, you’ve got the motivation, and now you’ve got the website. While the internet has shrunk the world — making it even easier to access a large client base — competition is just as fierce, meaning a business has to stand out with an impressive all-round online presence.
Here are five simple ways to get potential clients clicking through to your website.
The reality is, for most websites the majority of visitors will come through a search engine, but you’re only going to get to the top of the listings if your site is properly optimised. A few simple steps will get Google’s virtual spiders crawling towards your content. Google’s keyword tool is a great way to search for popular keywords, while Google Analytics can help you map search trends. When building your site, meta descriptions — a short HTML tag that summarises a page’s contents — should be well written.
2. Show off
Search engines thrive on fresh content. Your website should be a shop window for your business and directly reflect your brand. You wouldn’t let your offline shop appear tired and unkempt, so make sure your website content gets the same treatment. A ‘news’ section or a blog is a great way to constantly update new and old customers but only if it is maintained — having a two-year-old blog entry is worse than having none at all. Write for the reader, introducing natural keywords, and invest in quality writing that will make readers want to come back. If it’s compelling, people will want to share it so make sure there are social media share buttons.
3. Go viral
Get the word out about your business — and your new website — with a clear presence across social media channels. Twitter is best placed for quick updates throughout the day and for joining conversation, while Facebook functions as an additional homepage for you. Depending on your requirements Instagram is best for sharing photos (just don’t overdo it on the filters), while LinkedIn can be useful for professional networking.
It’s important you don’t post without a plan: have a goal with each social media push, whether it’s a new product or a promotion, and engage with other users with an aim of enticing them to your site.
4. All in the name
Picking the right domain name for your site is important but now it’s easier than ever to stand out from your competition. Small businesses often focus on a smaller geographical area, offering a personal, caring service. Your website address can now reflect this with two locally-focused domains that stand out from the usual .com. Want to show Sydney residents you’re a city-based firm with local knowledge? Purchase www.yourwebsite.sydney. A trade expert in Melbourne? www.newbusiness.melbourne could work for you. If the city is part of your company name, employ the new style: www.buildersof.melbourne, for example. Keep your address simple and easy to remember and you’ll not only find a great home online, you’ll make it easier for customers to find you.
5. Shout about it
A website is a valuable investment for a business. Promote your website by placing your local domain name on your business cards and use the email accounts that come with the domain name and website hosting account. Plaster your domain name across all marketing materials as a call to action, including all signage. As you build a database, send out regular e-newsletters that persuade readers to click through to your site. Also, use your domain name in all your social media posts.
Your company’s website is an enormous asset for building your business. Ensure that it continues to work for you by employing simple, regular steps to keep it updated, relevant and looking sharp.