Marketing tips: 10 simple website tips and tricks for business success.

written by Sarah Colgate

Business Tips for 2024 | Helpful tips for tourism operators

July 24, 2023

Make your website better for your customers.

I see websites as a salesperson who is working for you 24 hours a day / 7 days a week. Therefore you need to ensure your website is well looked after and has everything it needs to perform its job well.

I feel so many small businesses undervalue their websites and just set and forget, but if you actually want it to work you have to put more effort in. Let’s use this example; if you had a staff member who wasn’t trained well and did not have all the skills to do their job but showed a lot of promise you would make sure you trained them and taught them the best way to do their job. Do the same with your website. Make sure it has every opportunity to be successful.

Over the last 15 years, I have built a few websites myself but mainly managed websites, updated content, checked that the process customers followed worked, launched new products, did design overhauls, created digital campaigns and most importantly monitored the sales and conversions of the websites to ensure they were achieving what I needed them too.  

As I mentioned above, I feel websites are significantly under utilised as a sales tool. Therefore I have put together a list of simple and easy ways you can improve your website from what I have learned.

1. Have a clean and clear design. 

We have all seen those websites where every piece of text moves, there is too much on the page and it’s just not that easy to read or take in.  Websites need to be clean and clear so your story can be told to your message communicated. When a website is clean and clear it is more visually appealing, professional and more likely to capture a website visitors’ attention. The design makes your first impression on a visitor.

How to have a clean and clear, visually appealing website.

  • Create a website design style guide and stick to it. Your style guide needs to have your logo, your corporate or business colours, the fonts you use and the general style of the website.  Then whenever more pages are added or more content is added then the design has to be followed. 
  • The design needs to be consistent throughout the entire website and aligned with your brand’s identity.
  • Don’t have a thousand moving parts on your website. This is old school and annoying to users. Keep the movement to a minimum and ensure the only things that move are videos or when a visitor clicks to make something move. 
  • Space out your photos, label your photos and ensure they are not blurry or too big. 

For some great inspiration on the best website design take a look at WordPress Theme Forest

2. Have User Friendly Navigation

  • Use easy and intuitive navigation. That means menus and buttons. If the navigation is easy, it helps visitors find the information they are looking for quickly and effortlessly. 
  • Have clear menus, a logical page hierarchy or structure and make it easy to click forward and back and add a search function. These will all enhance the user experience on your website.
  • If you have a lot of pages on your website for Search Engine Optimisation consider adding a menu at the bottom where you can keep all the information that is not relevant to the customer’s journey with you. Maybe under more information or additional resources. Be sure not to over crowd menus at the top of your site.
  • Ensure your menu bar stays at the top of the website so customers can always click back to where they want to be. Don’t change this menu bar half way through the customers journey. If they are clicking through a number of pages consider having a second menu bar underneath to outline the journey they have clicked through.  

An example would be below. At any time the customer can click back to Shoes or store as they wish.

Home > Store > Shoes > Men’s Shoes > Runners

3. Responsive and Mobile-Friendly Website

Websites have to be usable on phones, tablets, laptops and PCs today. With the increasing use of mobile devices, it’s essential for a website to be responsive and adapt to different screen sizes. Mobile-friendly design ensures that your site looks and functions for all devices. Most website building platforms have the ability to adjust your website to be mobile friendly, just ask your developer or google your platform.

4. Compelling and Relevant Content

On your website you want high quality and relevant content. Relevant is very important to ensure you have clear messaging about your business, product or service. Confusing our customers will not increase sales.  

Therefore if you are selling shoes and you have content about the rainforest on your website be sure to at least talk about the best type of shoes to wear while hiking in the rainforest, or to prevent your feet getting wet. 

In addition to relevant content we need it to be informative, engaging and tailored content that helps educate or communicate with your target market. It also needs to be well written, easy to read and properly formatted. Including images, videos and other multimedia elements can enhance the content’s appeal.

5. Fast Load Times

I am impatient. I always have been, even in the days of dial up internet.  

These days we all expect websites to load quickly. Run a speed test on your website. Identify the pages that are slow to load or have a high bounce rate (people leaving). Slow load times can lead to user frustration and they will leave your website. So how to make your website faster is to optimise images, keep images small, minimising developer code (complicated designs and movement) and utilising caching techniques. 

To check the speed of your website head over to  Pingdom 

6. Effective Call to Action

A call to action is a message on what you want the customer to do. If you are selling shoes and you want people to buy shoes from you that’s what your call to action needs to be. 

A clear and prominent call to action helps guide visitors towards the desired actions, such as making a purchase, subscribing to a newsletter or contacting you. As I mentioned above this needs to be consistent throughout your entire website. Your call to action needs to be visually appealing, persuasive and strategically placed throughout the site.

7. Contact Information

Make it easy for visitors to get in touch with you by providing clear contact information. Start with a phone number, email, and physical address. You can have this across the bottom of your website and on a contact us page that is visible and easily accessible on the menu.

8. Search Engine Optimization (SEO)

Here are 4 very simple SEO techniques that can help your website rank higher in search engine results, making it more discoverable to potential visitors. 

  1. On-Page Optimisation: The pages on your website can be optimised for search engines by including relevant keywords in the page titles, meta descriptions, headings and URLs. Ensure your content is well-structured, easily readable and properly formatted.
  2. URL (web address) Structure: Use search engine friendly URLs that are descriptive, clear, and include relevant keywords. Avoid using long, complicated URLs with unnecessary words.
  3. Internal Linking: Create an internal linking structure to help search engines understand the relationships between different pages on your website. Link relevant pages together using descriptive text.
  4. External Linking: Include outbound links to credible and authoritative websites that provide additional value to your visitors. Additionally, try to build backlinks from reputable websites to improve your site’s authority.

9. Social Media Integration

More people are choosing to search for products and services using social media. Therefore it’s a great idea to integrate your social media platforms with your website, this allows your website visitors to share your content easily and expands your online presence. Integrating social media can be done in a few ways. Firstly simply ensure your website has links to your social media accounts/pages. Ensure your social media lists your website URL on all platforms and finally you can have your facebook, Instagram, YouTube and lInkedin content shown on your website with some simple plugs in. Social Media Integration provides you with a way to engage with your audience and build a community around your brand.

10. Analytics and Tracking

Many website owners forget to look at website analytics tools. These are very important and allow you to gather data about your website’s performance, user behavior and conversion rates. This data can help you make informed decisions to improve your website over time.

Conclusion

A website is a valuable asset that will produce sales, bring in leads and help develop relationships with potential customers. 

My 10 simple tips for having a great website are:

  1. Have a clean clear design
  2. User friendly navigation
  3. Mobile responsive website
  4. Compelling and relevant content
  5. Fast loads times
  6. An effective call to action
  7. Contact information
  8. Search engine optimisation
  9. Social media integration
  10. Analytics & Tracking

Remember that a great website is not static but evolves based on the changing needs of the business, user feedback, improving your customer communication, analytics and emerging trends. Regular updates and improvements are essential to keep your website relevant, engaging and effective.

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