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The number one goal of your website, and how to achieve it

Posted on October 20, 2016

 

If your website is not performing as well as it should, then it is probably time for a redesign or a completely new website. Before hiring a web designer, however, it helps to ask what your website is for. This may seem like an obvious question, but you’d be surprised how many business owners have a website just because they feel they should, and don’t really know what to do with it or what to expect from it.

What is its goal? What is the purpose of your website? Answering this will drive the web development.

For most businesses, the goal is simple. The bottom line is that you want to increase the revenue of your business. This is achieved through a four-stage process:

1 – Traffic

2 – Repeat visits

3 – Conversion to customers

4 – Repeat sales

Traffic

Traffic is a measure of the number of visitors that come to your website. Obviously, you want to attract the maximum number of visitors as it gives you the great opportunity to make sales.

Traffic can be easily measured. There are a number of services, including Google Analytics, that can analyse your web traffic in great detail to tell you how many people visit your website, what pages they visited and how long they stayed on your website. You can find out where visitors came from, whether via the search engines, or links on other websites and social media. You can even find out which country and city your visitors are from.

By using a tool such as Google Analytics, and by setting up goal tracking, you can fully understand where your website is performing well and where it needs work.

Repeat visits

Once you have maximised traffic, the next process is to encourage visitors to return. This can be done by content that is designed to get visitors to give you their email address, subscribe to a feed, or engage with and follow you on social media. Offering a free eBook, a free course or other incentive can persuade readers to give you their details. Once they sign up, regular emails that link to web content will encourage them to revisit the website.

Updating content regularly with news items, blogs or articles will result in visitors returning for fresh content.

Conversion to customers

The reason to build visitor traffic is to be able to convert them into paying customers. The most effective way to do this is to make visitors trust your business and feel it is an authority on all topics related to your business sector. This can be done through having informative and engaging content that addresses the interests and concerns of your readers.

Regular newsletter emails to your subscriber list also builds up a feeling of trust. Once your business is trusted, then visitors are more likely to make their purchases from your business as opposed to somewhere else where they may not have a relationship.

Repeat sales

After someone becomes a customer, you want them to make other purchases. There are many ways of doing this. Special offers or discount coupons help. Having VIP members who receive VIP-only offers will make your regular customers feel special and will encourage them to buy more.

You also need to provide good customer service and supply quality goods or services, otherwise you will lose customers. This bit is obvious, but worth mentioning nonetheless.

Split testing

Any of the above four steps can be split tested. This means having alternate pages so that one page is displayed to half the visitors and another page to the other half. The difference between the pages could be as simple as alternate headlines, or different coloured buttons. Each alternate page can be analysed for visitor numbers and the length of time spent on the page. Many businesses that have done similar tests have been amazed at how much changing a headline or colour can affect results.

Putting it all together

When the four steps of traffic, repeat visits, sales conversion and repeat sales are implemented effectively, they should ensure that your revenue increases.

You need expert web developers who understand this process. Not only must your site look good, it also needs the input from search engine optimisation and marketing experts who can maximise the four steps.

At Engage Web, we understand the needs of local businesses and are the perfect partners to develop a website that fulfils the number one goal of a business website, which is to increase revenue.

Darren Jamieson

Technical Director at Engage Web
Darren is Technical Director at Engage Web, as well as being a co-founder of the company. He takes a hands-on approach to SEO and web design, helped by more than 15 years’ experience in these fields.

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