We know how difficult it can be for small business owners to find the time and resources necessary to create effective marketing strategies. That’s why we’re here – our basics series of articles are designed specifically towards helping you grow your marketing knowledge!

space collage depicting website traffic

Are Your Visitors Getting the Most Out of Your Website?

If you’re a small business owner, chances are you wear a lot of hats on a daily basis. You might be responsible for marketing, sales, accounting, customer service, and a whole host of other tasks. So, it’s no wonder that you might not have a lot of time to spend on your website. However, your website is the one “person” on your sales team that never takes a break – it’s out there doing its job 24/7. As such, your website is one of the most important tools you have for growing your business. That’s why it’s important to make sure that your visitors are getting the most out of it. Here are four ways to help you do just that (plus a bonus).

Keep Your Content Fresh

One of the best ways to keep people coming back to your website is to regularly update your content. Whether that means adding new blog posts, products, white papers, case studies, or pages, fresh content will keep people engaged with your site. Not to mention, it can also help you attract new visitors and assist in search engine optimization (SEO) efforts and increased relevance in the search engine results placement (SERP). If you’re not regularly adding new content to your site, now is the time to start. Every day that goes by is another missed opportunity to help people (and automated systems like Google) better understand what it is you do.

Make Sure Your Site is Mobile-Friendly

These days, more people are using their mobile devices to browse the internet than ever before. That’s why it’s important to make sure that your website is mobile-friendly. If it’s not, you could be missing out on a lot of potential customers or clients by providing a poor user experience. Luckily, there are plenty of resources out there to help you make sure your site is mobile-friendly, optimized, and speedy enough to load quickly on smaller devices. Google even has a tool that will test your site and give you specific recommendations on how to improve its mobile friendliness.

Use Effective Call-to-Actions

Your website should be designed with conversion in mind. That means using effective call-to-actions (CTAs) throughout your site to encourage people to take the next step, whether that’s signing up for your email list, making a purchase, or scheduling a consultation. People need to know what the next logical step in the process is. Without CTAs, they might come to your site but they won’t know what to do next or how to engage. Make sure your CTAs are clear and effective in order to get the most out of your website.


Mindy Kantor Website Call to Action Example

A call to action tells a visitor what the next step is to take.

Make Your Services Clear

People use the internet with intent. If they have come to your website it is most likely by choice rather than happenstance. Make sure you are being as clear as possible with them about what services or products you offer. As people we are always assessing how others can help us to survive and thrive. We’re hard-wired for it. If we don’t see the benefit to us we move on (or worse, stop listening).

Bonus: Pay Attention to Your Analytics

If you’re not already paying attention to your website’s analytics, now is the time to start. Analytics can tell you a lot about how people are interacting with your site, what content they find useful, and what changes need to be made in order to make your site more successful. There are a lot of analytics suites out there, but the most well known is Google Analytics.

Google Analytics is a free service that can give you detailed information about your website like how long people are spending on your site and which pages they’re visiting most often. Reviewing this data on a regular basis can help you fine-tune your website so that it better meets the needs of both your business and your customers or clients.

As a small business owner, it’s important to make sure that you’re getting the most out of your website—after all, it’s perhaps the most important marketing tool to help grow your business. By following these four tips—keeping your content fresh, making sure your site is mobile-friendly , using effective CTAs , making your services clear, and observing your site analytics —you can ensure that your visitors are getting the most out of your website!

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by Erin Lynch // Basics, Content Strategy, Digital Marketing, SEO, Social Media

About shop

We are Shop, a web design and graphic design studio based in Vancouver, WA. We’re a small group of designers, developers, writers, and makers who have banded together with the goal of creating beautiful design.