11 January 2013
You should be able to do these updates yourself easily. If not, you should consider a new CMS enabled website (related post: what is a CMS?).
1. Make better use of your front page
Ask two questions:
1. What problem am I helping prospective clients solve? Choose one.
2. Do I have interesting stats or facts to backup my track record? Focus on where you’ve help clients sell more, gain cost savings, have more impact or otherwise improve.
Put a clear pull quote that stresses these on your front page.
Impact measure: The bounce rate on your site should improve.
2. Write a helpful post on your subject area.
Like this post. Hopefully… Anyway write a genuinely useful piece, if you are selling craft products what about “5 Creative Birthday Gifts For The Person That Has It All”, if you sell sales consulting services “3 Techniques For Improving Pitch Documents”, if you sell business cards “3 Trends in Business Card Design for 2013”, you know because you’ve all read these style posts before, because they really work.
Promote them via your networks, it’s not shameless self promotion because you are offering genuine insights. The impact is that people may like/share your content, or even link to it, but more importantly you are positioning yourself as an expert in your field, so next time they need a service like yours, you should be the one you think of.
Impact measure: Visitor count should be up and pages per visit too.
3. Remove unnecessary text or other distractions.
Don’t ramble in your copy, keep it short, use bullet points, don’t talk about the structure of your company, talk about ways in which you help clients, in other words, end benefits for them and prospective clients like them.
4. Write relevant page titles
The bit that shows up in the menu bar I mean, it’s the same thing that appears on the results page on Google. Your company name should be at the end, not at the start, so that you get the maximum keyword benefit from the terms in each title. Each page should have a unique title that is relevant to the content and to the key terms you want to rank highly for.
Your home page title should be the key term you want to score for the most. On this page, it’s OK to put company name first. So for us:
Home - “We Make Websites / London Drupal Websites”
About - “An Agency that make Drupal websites / We Make Websites”
Blog - “Drupal Insights Blog / We Make Websites”
5. Love Testimonials
This is my favourite. I love testimonials. If you don’t have any, get some! Existing clients should be happy to provide them.
As a customer I always check reviews and testimonials and a lack of these usually makes me look elsewhere. Have these on a clear menu tab or, even better, inline with content and on your front page. This is a lot more interesting then your copy on company philosophy or history, this will help you convert more.
Impact measure: You should have more people contacting you because of your website.
Maybe you’ll even have some time left after this to make yourself a brew. All the while your website will be working better than ever.
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This post was by Alex, project coordinator at WeMakeWebsites. We are e-commerce and Drupal experts based in Clerkenwell, London.