Your website is frequently the first impression a prospect gets of your brand.
Here are four things to consider to improve its performance:
- Let your buyer persona drive content. Identify the title, demographics, needs/wants and interests of your target audience are identified. Use data but don’t be a slave to it. Get personal and specific. The perfect is the enemy of the good. Socialize personas company-wide — get everyone involved.
- Publish, don’t advertise. Do this with: blogs, videos, podcasts, photos, ebooks, news releases, etc. Companies that blog have 55% more website visitors and 79% more Twitter followers. Content, providing information of value, makes you interesting.
- Make Goggle happy. Their ranking algorithm considers context and authority. Identify key words and use them on your page title and in “clean URLs.” Doing so will attract both crawlers and humans. Authority is determined by the number of links. 85% of web pages have fewer than seven inbound links. “Likes” and “Tweets” are links that add authority to your site and your pages. Think like a publisher/socializer rather than a marketer/advertiser.
- Increase lead volume with compelling landing pages. Make the “call to action” clear. The value you provide must overcome the hassle of getting the information. Don’t ask for too much information upfront. Response rates increase 17% when you don’t ask for an address. Keep text to a minimum. Building trust leads to 84% more click-throughs.
What additional keys do you have to improve website performance?