If you’re running your business on Valuable Content principles, then your website is the powerhouse. It’s the engine that drives everything, and most of the time – if you keep the content coming – it all runs smoothly, refining your niche and generating leads.
Every once in a while though, you need to stand back, and ask yourself whether it’s working as well as it should. Peer into those neglected corners, scour the pages you usually skim over, and take a hard look at the way it’s arranged.
We’re calling it our Valuable Content spring clean – and here are the seven signs that show your website needs one.
1. You can’t update it yourself.
The best sites are really easy to manage – if you can’t make changes, add pages, and post the kind of information your clients are looking for without a phone call, then you need to do something about it. We recommend WordPress sites, but any content managed system that puts you in control will work.
2. You don’t know how many hits it gets, or how long people stick around.
How will you measure the impact of your valuable content if you don’t know who’s reading it? Get your analytics sorted, and use them to market yourself smarter.
3. You’ve still got too much text on the home page or a really long Flash intro.
We know it looked so good a few years ago, but now the world’s moved on. Your customers want information fast. Cut the distractions and get to the good stuff quicker.
4. It doesn’t make the right first impression.
Your content is static or out of date, or perhaps you have a blog but it is hidden out of sight. High performing websites lead with their content. One glance is enough to tell you that business is buzzing, and that these people can help you with your problem.
5. Your users don’t know where to go next.
Websites designed with users in mind work smoothly with the content on one page leading you to another. If the web copy sparks a question, the next step is a natural click away. Is this the way it happens on your website?
6. It’s not obvious how to get in touch.
Put addresses, phone numbers, email and Twitter details somewhere easy to find.
7. No calls to action.
Be bold about it. What do you want people to do once they’ve read your stuff. Sign up for your newsletter? Download your guide? Call you? So say it, clearly.
So, what are you waiting for? Roll up your sleeves and get stuck in. If you’d like an independent view of the way your website’s working, we’d be happy to help.
