In a sense, the growth of the internet has been a great leveler. It’s meant that small businesses can now come out of nowhere and dominate the market in just a few years. We’ve seen these so-called unicorn startups disrupt everything from social to hotel rooms.
But the internet isn’t a carte blanche. It’s a system, rather like any other, that needs to be worked in the right way. Unfortunately, small businesses get this wrong more than they get it right. And that can ruin their chances of making a significant impact. Here’s why your web presence is in the doldrums.
Your Home Page Lacks Clout
The first place the majority of your customers will come into contact with your business is your home page. As a result, it has to be able to meet their needs from the outset. The key here is to try to give cues to customers about what they should do next. All too often, home pages are confusing and full of detail. And customers find it hard to find the products and services that they’re actually looking for. As a result, visits to your site are short-lived. And your ranking on Google suffers as a result.
One solution is to make use of customer-specific landing pages. These are pages designed to direct customers to a particular call-to-action. If you’re smart, you’ll link customers to landing pages based on their needs.
You’re Not Measuring SEO Performance
Right now, all the savviest companies are using tools to track their SEO rankings. Doing this is especially important for local businesses operating out of multiple locations. Often customers don’t search for “lawyers.” They search for “lawyers in Connecticut.” And that means that you need to be at the top of multiple, regional searches. Of course, tracking regional rankings is a time-consuming process without the latest analytics. That’s especially true when it’s done without the latest tracking and automation. Thus, most businesses now invest in apps, like Chatmeter, which do the legwork for them.
You Don’t Use Web Exclusives
Web marketing is essentially attention seeking but done in a tactful and useful way. You always want to be doing things that actually benefit your customers. One way that you can do this and boost your web presence is to have web-exclusive deals. Web deals are an excellent way to get people to click through to your site. And it’s also a good talking point to have on your business’s social media page.
You’ve Got Annoying Features
Often what’s convenient for businesses is annoying for customers. Take restaurants, for instance. How many times have you been onto a restaurant site and wanted to find the menu? More often than not, the menu isn’t on an actual web page. It’s hidden away at the back of the site in a PDF. To find out what’s on the menu, you have to leave your browser and open a separate PDF-viewer. It’s annoying on the PC, and it’s even worse on mobile. And yet businesses continue to do it. If you want to increase your web presence, you’ll remove any features of your site that are irritating for customers.