1. Update your “About” page content.
When someone comes to your website, one of the most frequently visited pages is the “About” page. Unfortunately, your “About” page also tends to contain some of the stalest information on your website. In an environment where you have 60 seconds or less to impress a potential customer, having an up-to-date and interesting “About” page can play a key role.
Here are some quick and easy ideas for updating your “About” content:
- Change the format to question and answer. “Who are you?” “What services do you provide?” and “Why work with Company ABC?” are questions that draw the reader in.
- Use customer testimonials to describe your company. “Company ABC sold us 6,000 widgets. Not only were they professional and efficient, but they also provided awesome customer service along the way.”
- Make a list. Lists are easy to read – and easy to write. For example, your “About” page could be “The 5 Best-Kept Secrets about Company ABC”.
2. Change the most prominent visual on your homepage.
Has the image on your homepage been a photo like this for the past 4 years?
It’s time to branch out and use a different image. For people who frequently visit your website, a new graphic will catch their eye, and may cause them to pause and scan the rest of your homepage for new information.
3. Get an outside perspective.
Ask someone who is unfamiliar with your website to perform a handful of simple tasks on the site. For example, some tasks could include:
- Finding the details on your company’s most important product or service.
- Locating your company’s customer service phone number.
- Identifying the primary call to action of the website.
Make note of how difficult or easy these tasks are for a new user to perform. Your most important should be messages immediately clear to a new user. If not, you need to identify ways to make these tasks much easier to accomplish.
4. Identify your primary call to action.
Sure, you’ve got a website. And yes, people are visiting it. But, are you clearly directing visitors to take action? Do you want them to:
- Purchase a featured product?
- Learn more about a new service?
- Complete a contact form?
- Call your company?
Whatever it is, your call to action should be prominent throughout your entire website – especially on your homepage. For example, MailChimp.com provides 3 different places on the homepage alone where you can sign up for a free account.
On Apple’s homepage, their current call to action couldn’t be clearer: Learn more about the iPad.
5. Get rid of your website landing/entrance page.
The average user does not like fancy landing pages that keep you from immediately entering a website. In fact, most people find them irritating.
Here’s a real life example. When you go to the grocery store, imagine if an employee stopped you five feet from the entrance and asked if you’d really like to go in. Or, they simply delayed you from entering for 30 seconds with an awkward song and dance. It paints a pretty inconvenient picture, doesn’t it?
Give users immediate access to your homepage. Trust me, they’ll appreciate it.
6. Review your website analytics.
Website analytics provide a detailed analysis of the traffic to your website including where visitors are from, what pages are most popular, how long people are staying on the site, and much more. These statistics are also continuously changing – providing you with new insights into how to best improve your site.
If you don’t have analytical tracking installed on your website, you can sign up for free at www.google.com/analytics.
7. Create a sitemap page.
A sitemap is a single page on your website that outlines the site’s entire architecture. Essentially, it lists and links to every page on the site. Whatever your website’s size, a sitemap plays a vital role in helping visitors easily find the information they’re looking for.
8. Be social.
If your company is using Facebook, Twitter, or another social media site, make sure that it’s prominent on your website. Add icons to your homepage, or pull in your live Twitter feed so visitors can see your most recent tweets.
By connecting with current or potential customers through social media, you’ll learn how to more effectively reach out to them.
9. Choose a website point person.
The primary reason why websites become outdated, disorganized, and difficult to use is this: no single person has responsibility for the website’s content. Instead, pages are updated randomly by multiple people with a variety of writing styles and ideas.
When you give site ownership to one person or a select group of people, you can filter and control the content of your website. Update requests can be reviewed and edited by this person or team, resulting in a streamlined, easy-to-use, and well-written website.
In a world where our attention spans have been reduced to 160 characters or less, taking time each week to read through an entire article pertaining to your industry or emerging web trends can give you a competitive edge.
In fact, you’re doing great if you’ve made it to the end of this article. So, pat yourself on the back, and then choose at least one item from this list that you can make a reality to improve your website.