30/11/2020
It is indisputable that 2020 has changed the face of business dramatically and quite possibly forever. Based on figures out of the US, where online retailers reported growth in Black Friday sales last week in excess of 20% over the previous year, it is clear that any business which can move part or all of its sales online has a better chance of riding out the current economic challenges than those who do not.
The question is no longer simply whether you have a website. In the past many companies have been happy for their website to be little more than a glorified business listing, but this is just not good enough anymore. The world and our needs have changed.Your website needs to take orders. It needs to engage with lukewarm prospects and turn them into white-hot leads. It needs to make a definitive contribution to your customer service culture and process.
Let’s assume you know all of this. Let’s further assume you invested a significant amount of money in achieving just that. But somehow the ‘build it and they will come’ mantra has not worked. Your web developer tells you, you have the Rolls Royce of websites, but you have not seen any real benefit…what now?
Having been in that situation, I would urge any and all owners of websites (even those who are perfectly up to date with all the technical aspects of what makes a website effective) to do an independent website audit. There are many options for website audits in the marketplace. Some free, some paid. Many of them are just so-so for effectiveness, especially if they are free, but there are a couple of really, really good ones.
My recommendation is for Neil Patel’s “Ubersuggest”.
https://neilpatel.com/ubersuggest/
I promise you: I get nothing if you use this product, I am basing this recommendation only on how impressed I have been when I have used it myself. There is a free portion, but the really valuable audit is available for $120 for a lifetime subscription and once you have run the audit once, Ubersuggest will periodically test your site again and make recommendations on how to improve your traffic.
Only when you have this information, can you meaningfully engage with your web developer to ensure the website you have delivers the results you need. Trust me, you will thank me later.
As always, we aim to deliver value beyond simple website design.
https://neilpatel.com/ubersuggest/