Have regular clients dropped off the face of the earth? Struggling to gain new business online? Your website could be the cause of your problems.
We often encounter businesses that we are valuing that just don't have a website. In many instances it is because they have been too busy building their website and leveraging their network that in their opinion they haven't needed one. Yes, not having one can help with you flying under the radar, but equally it may mean you miss out on a larger opportunity if it is a PA who is doing the leg work for their CEO.
The worst thing you can do with your website is to set and forget. Your site should be regularly updated to ensure it features prominently in search engine rankings. I've always had the perception that your website is a living breathing beast, and if not then it needs updating every 18 to 24 months.
If you fail to refresh your website, your business risks getting lost online, with visibility in search engines like Google likely to decline as algorithms are updated.
Fortunately, there is something you can do about it: an SEO audit.
Conducting an SEO (search engine optimisation) audit of your website at least once a year will ensure your online platform has the right keywords in place to attract web users.
An SEO audit looks at your web presence and checks if your website pages feature the right words. If you have a low ranking, you won’t be as visible on Google search, meaning customers are more likely to overlook you. Even worse, your rivals could leapfrog you and have a better ranking.
Subscription-based online tools, such as Semrush and SEOptimer, can help you conduct a DIY audit, but they can be tricky to navigate for novices. Alternatively, you can outsource your audit to our local specialist agencies, or out of town agencies.
Our recent SEO audit highlighted some unexpected but informative results. We found that most visitors weren't interested in our service offering but in who we really were.
Do you know how well your website’s doing?
One great thing about websites is that they track a wealth of valuable business data.
Using Google Analytics, you can find out:
1. Where traffic flows to your site
2. The most popular pages
3. Time spent on each page
4. Traffic at different times of the year.
If you’re not the most tech-savvy, seek expert advice for a full overview of your website’s performance and how it can be improved. It could be the difference between a new customer or another new client for your competitor.
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