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Marketing channels: The importance of a good website

Marketing channels: The importance of a good website
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Marketing channels: The importance of a good website
Siobhan Stirling - Sharp Minds Communications by Siobhan Stirling - Sharp Minds Communications
Owner/Director - Sharp Minds Communications Ltd

Depending on your business, having a website can be one of the most important aspects to bringing in new customers. This is why it has to be top notch and reliable, to appeal to both search engines and potential clients.

Performance  

First of all, what’s your website performance like? Does it feel slow and clunky? This is a problem on two fronts:

  1. A slow user experience increases your bounce rate – who wants to wait for a web page to load?
  2. A slow website will be marked down by search engines, meaning fewer people find you. 

Sometimes a slow website is simply because it’s old or needs a major overhaul.  But, without getting too technical, there are a few things you might want to check for DIY fixes. 

The following tips will help you speed up your site’s performance: 

  • Images: When you post content, make sure your pictures or videos are in a suitable format and aren’t too large. You can change this by making the resolution a bit lower.
  • Font: Make sure your font isn’t using up too much memory. The more exotic fonts tend to slow down pages.
  • Data overload: Don’t stuff your page with irrelevant data. Make sure that your pages have enough – but not too much – information, otherwise you’re likely to get some lag.
  • Size matters: The size of the site can make a huge difference; obviously, the bigger it is, the longer it will take users to load it, unless it is optimised on an up-to-date platform. If your website is out of date, but you can’t afford a new one, look at the structure and see if you can streamline it a bit to help. 

Mobile ease of access  

The internet is being accessed by far more mobile users than ever before. The chances are that if you send out a promotional email to a customer, they’ll probably open it up on their mobile first, which means that the links you include will be clicked on by mobile users.  Clicking through to a website that isn’t mobile friendly is likely to put them off. Let’s face it, we all know how annoying it is having to zoom a web page just so you can read it because it doesn’t scale automatically. 

There aren’t any DIY fixes to this: modern websites need to work for laptops and mobile devices.  However, you don’t necessarily need to find the budget for a completely new website; most developers can adapt websites so they scale automatically, although it will depend on which Content Management System your website is built in and how old that is. 

SEO  

Now this part is very important. SEO stands for Search Engine Optimisation. This dictates whether your page comes up first on sites like Google or if it’s at the back of the line. A few simple tricks lead to better SEO, including the right content, headers, links and titles. Here’s how you can help yourself: 

  • Keywords: Make sure that you’re adding words that people are searching for. For example, if you are a construction company, add all your services to the page. This will make it easier for people to find you.
  • Link back to your website: Make sure you’re regularly spreading your website across several platforms like Twitter, Facebook and LinkedIn; this will increase the likelihood of discovery.
  • Meta description: This is the bit that features as a kind of summary underneath a title on Google. Make sure it’s short and sweet with all the right keywords and information. 

It can be very easy for people to be turned away from a clunky site and even worse is a site that’s hard to find, so make sure your website is doing its bit to help grow your business.  

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call 0800 107 3667