A checklist to ensure your website is doing its job

2/15/2016,
by Anna Umanenko, CMO
website performance

 

If your website serves as your main business showcase, it is vital to keep track of how “hard” it works. This is a checklist of the fundamental recommendations that will help your website produce the best results and continually represent your business in the best possible light.

  • Relevance.

The company’s website must identify the brand and engage a user. If there have been no changes for a year or more, it is hard to judge whether the content and design are still 100% pertinent to your target. In this case, inviting an external expert to evaluate the website is important. It will let you get an evaluation of how your website’s focus stays “on message” and in sync with your current business processes.

  • Business trends.

The best performing websites are based on proactive management of the website, adjusting content according to existing and upcoming trends in business. Regular updates that reflect changes in the market and website technology trends are deemed most relevant to the reader.

  • Navigation.

Site navigation must be simple and clear. Websites tend to grow and change over time, so the navigation through the website should be examined. A user should always be able to understand where they are on the website and easily find how to get to where they want to go next.

  • Design.

The design should always bring forward the company’s identity, look professional and be able to differentiate itself among other similar online businesses. Your website needs to grab and hold the user’s attention.

  • Mobile friendly.

Responsive web design is no longer a trend, but a basic requirement. Your website must be truly mobile-friendly, so your users feel comfortable when they navigate and review content. Even though a desktop version may be packed with eye-catching and dynamic content, it may not always be a good idea to force all these features into a mobile version.

  • Ongoing development.

Your website cannot remain “static.” Adding regular content updates are crucial; updates include development of new sections and links.  Users tend to come back to a website that regularly provides updated content.

  • SEO.

Search engines crawl a website every time there is a change. Updating information, even blogs, will cause Google to re-index the website and revise the site’s organic ranking position.

  • Goal setting.

A website should be optimized to clearly set marketing strategies which include short and long term goals. The website design and content should reflect these marketing plans. Web design must highlight and serve specific marketing goals.

 


Read more:

1. What you need to know about the "Facebook Conversion Pixel"

2. Responsive design of 2015: Welcome to the cross-device experience

 

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