There are only five things that you want a business website to do.
- get found natural search
- answer questions
- bring in enquiries
- get prospects to reveal their identity
- showcase expertise
What this means is that an effective website should be shortcutting the amount of time it takes to get a new customer.
Three tests to do now
So how can you tell if your current website is performing? Here are 3 tests you can run which are free and will take you around five minutes to do.
Hubspot Grader – Hubspot has a website grader tool which can easily appraise your current website using publicly available information. This is not perfect but it gives you a score out of 100 and then explains where your website could be improved. Remember this is a marketing tool designed to sell the Hubspot service. https://website.grader.com/
WooRank – This is a Chrome Browser extension which does a similar job to Hubspot and can be used to double check your own website in a similar manner. I find it very useful. https://www.woorank.com/en/p/developers
Google Page Analytics. If you have Google analytics installed on your website and you are logged into the service you can open up your own website and using the Page Analytics chrome extension appraise exactly the % of people who have clicked on each hyperlink. I like to start with the homepage and to see which links are performing well.
This was what told me that many home page sliders are not working well for our clients. And has led me to recommend discontinuing using them. Go check yours out.
What about Search?
Now let us have a look at how are your website displays in natural search on Google.
Firstly Google looks at four aspects of your site: Words, Pictures, Video and Maps. Of course having all of these is the best way to be – but if you only have one, you should plan to add others.
Search for your business by name in your local Google. You should see a listing on the left hand side of the page and a map and logo listing on the right hand side which includes a Google Streetview if you have an address listed. Here is an example of one of them.
If the information is incorrect. It is urgent that you correct it.
I was searching for a Real Estate agent recently and got given the wrong office phone number from my search. You can imagine how annoying that must be!
Change how your business displays in Search
You can edit the display listings on Google search by registering your website in Google My Business. https://www.google.co.nz/business/ You must get verified before you can do the edits but it is very simple.
In the tool you can link your Google analytics account, maps, YouTube account, reviews and G+. This means that Google has an accurate, integrated record of everything your business adds. You can see how important this is as Google dominates search in New Zealand.
Tips for editing your business description
The first 3 lines are the most important part and so you must put both a short description of your organisation, one line about your services or products, and how to contact you. This last should be a hyperlink so you can send visitors to the correct page on your website.
Getting Search to give you insights
Google analytics is your friend because once you have an Analytics account you also get a Search Console account. This was formerly called Google Webmaster Tools. By associating the two accounts you can then help your analytics to display additional useful information. It’s very important to have a sitemap and then you can display insights inside your analytics account for your marketing team.
In the old days Google allowed you to see what search terms were being used that brought visitors to your website. They stopped doing this because it cut into their advertising revenue. Now you can see search phrases and the number of times your website has been displayed for each phrase. It is less specific then before but it still gives you a good general idea. In our e-book how to Get My Website Working For Me we explain how to edit the six pages that Google displays underneath your business name.
You should consider which of these six pages is the most important and the order in which you want to display them. You can “Demote” a page so that Google displays an alternative. For example you should have your contact us page on the listing but you may choose not to have a list of clients.
Setting the page priority levels is done using your site map this determines the hierarchy of pages. However you may have several pages at the same level on the ‘family tree’. You can switch these around inside Google Search Console based on your needs as I explained above.
So how did your business website perform in your tests?
These simple tools will give you the means to demonstrate to budget holders the importance of prioritising your website improvements and how it displays in search.
Improving your local SEO is an important part of your business marketing. It’s all part of Getting your website working hard for your business [there’s a free ebook telling you how].
Read more blog posts about Profile Raising by clicking the icon below. It’s one of the steps in our 8 Step Methodology