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Own This Lockdown – Optimise Your Website for Your Best Year Yet

By Daniel O’Connor, Co-Founder

For me, the worst thing about the lockdown is the lack of human contact. It’s not just missing a loved one’s birthday or a night out with your mates, it’s the everyday interactions that connect us to a wider social network and make us feel properly human. Most of us probably never thought we’d say this, but we’re missing those daily business meetings.

Now, don’t get me wrong, Zoom is a fantastic tool for bringing people together. And, even before the lockdown, I used to live on my phone. But nothing beats seeing a client in person. Shaking someone’s hand and looking them in the eye builds the relationship. It’s still the best route to winning a contract and it keeps existing relationships on track.

Your website is your most effective sales tool

So, how do you conduct business effectively when face to face is no longer an option? At Transform Digital we’re well aware that your website is the most effective tool in your sales arsenal.

You probably know this too, but with footfall down due to lockdown restrictions, your website has never been so important to the health of your business, whatever business you’re in. It’s the single best way to reach out and engage with your market when you can’t see clients in person.

Your website:

  • Demonstrates your credibility in a crowded market.
  • Showcases your brand.
  • Increases the likelihood of lead generation.
  • Builds your visibility with people discovering you organically.
  • Provides answers to questions and helps with customer service.
  • Informs people about your expertise, team and keeps them updated with news.
  • Is where you want to drive people from digital marketing.

So, at a time when you need your website to work harder and smarter, what do you need to do to make sure it’s performing at optimum capacity?

Search Engine Optimisation

There are a few simple things you can check. The first thing to look at is your Search Engine Optimisation. This has to do with how easy you are to find online so that when people are searching for what you provide you’re on the first pages of Google.

SEO is as much an art as it is a science. I’ll be going into it in more depth in another blog piece. But, if you’d like to have a conversation about the options available, then drop me a line, or give me a call and I’ll be happy to give you some no-obligation advice.

What about your plugins?

There’s a love/hate relationship that exists with plugins. Sure, they provide the flexibility to make sure that your website operates. But have you updated your plugins since your last redesign?

Plugins are some of the bells and whistles developers use to enhance your site. They can help improve the SEO of your blog, make it easier for potential clients to get in touch, and allow you to stay in touch with users and visitors even after they’ve left your site. They can optimise your conversion rate, turning visitors into customers and can also tell you exactly who is visiting your site, where they go and how long they stay there.

The only problem is, not only are there a bewildering array of plugins to choose from, they’re also evolving all the time, at a speed that can make your head spin. Even if you don’t have time to keep up with the latest developments, you can bet your competitors do.

Plugins are evolving to give users an edge in a crowded market, and you don’t want to get left behind. If you’re wondering where to start then please don’t hesitate to get in touch. Seriously, this is the stuff that gets us out of bed in the morning and we’d love to share our insights.

Improving navigation and user experience

Finally, have you road tested your navigation and user experience to make sure it’s ergonomically synched? If you haven’t then I’d suggest you do. In fact, it’s one of the most important actions you can take.

A quick detour to illustrate. Imagine you pull into the forecourt of a car showroom. You look for the main reception, but you can’t even find the front door. You can’t see anyway in at the rear of the building. Confused, you phone the showroom. You finally get someone who tells you to go round the back of the building. You tell them you did that and by this point, you’re so ticked off that you take your money and go elsewhere. To another showroom where you find exactly what you need.

While it might sound preposterous that anyone would try and run a bricks and mortar business this way, it’s not an uncommon experience for online buyers. The number one barrier to online trading is unclear or unintuitive site navigation. Your tech guy might understand how it works. You probably understand, once he’s explained it a few times. But that doesn’t mean your average visitor can work it out without a lot of frustration.

If your website is not simple and easy to navigate you won’t be getting visitors into your sales funnel. And that means you’re driving them to your competitors.

At Transform Digital, we take a passionate interest in the fundamentals of websites. Because when you get the foundations right – and when your website is beautiful – you’ll convert more customers. And until we can get back out and build relationships face to face, this is what needs to be done to build your business for 2021 and beyond.

If you’d like to have a conversation about the ways in which you can supercharge your online sales and win more business, in spite of the lockdown, then it’s time for us to chat.

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