Every now and then you need to stop and take a look at your website, how it’s performing and make a decision based on your findings. Is your traffic up? Have you made any major revisions in the last year? Conversions, are the up or down? Whether you’ve engaged an SEO company or are managing your stats yourself, with a little invested time you can discover the answers to these questions, and any others you might have, without too much trouble. But once you have your answers, what is your next step? Just remember your grade school English class, and the rule of the 5 W’s, who, what, where, when, and why.
Your number one questions, whether you have a new site, an old site or even if you’re thinking about making some updates, is who am I targeting, and what am I after from them. Are you after industry specific targets who are going to use specific terms, or are you after more general users and have to be more in sync with your industries trends and changes. This is paramount, because if you don’t know who you’re aiming for, you’re definitely going to miss; step 1 complete! Take a good look at what you have to offer your audience, whether it’s content, connections, a product or even a service that you provide. Sell yourself quickly and simply and you’ll find that your returns will compound on themselves. Continually delivering on your products or services and being a professional in your space is the quickest way to boost your bottom line. Examine the potential costs you may incur when you’re trying to boost your position and website, do you have the time, money, and manpower to properly execute your plan? There’s nothing worse than setting a lofty goal and falling short due to underestimating any of those costs.
You’ve taken care of who your audience is and what it’s going to take to get them onto your website and after your product, and it may sound like a strange question but when do you want your traffic and visitors. Take Valentines Day as an example, if you’re in the business of replacing roofing, you’re likely not going to be sinking a lot of time and money into attracting people to your website at the moment. At least here in Winnipeg, we have a few more weeks of winter to look forward to. Timing is a very important factor to bringing traffic to your site, you need to focus your time and resources to acquiring the right traffic at the right time. A little more obscure question to answer, is the why side of the equation. Why are you promoting your site at the moment, why are you making content changes, why are you adding new images etc. If at any point you find yourself saying “..because these guys did it” then it’s likely the wrong move for you. Your end goal should always be your customers, gaining them, engaging them and delivering on what they’re expecting. Because if you fail on properly executing your customers/clients needs and wants, you’re in the wrong business to begin with.