Time is flying by, and once again, we find ourselves reflecting on the past year and preparing for the new one. While you evaluate your marketing efforts to determine what worked, what didn’t, and formulate a plan for next year, don’t forget about your website.
If there’s just one thing you need to know as 2022 approaches, it’s this: simply having a website for your business is no longer enough to stand out online. You need a website that not only looks modern, but is easy to navigate, strategic, and tailored to your target personas.
If you don’t know whether or not your website is getting the job done and turning visitors into paying customers, it’s time to perform a website audit to find out. Pull up your website and ask yourself these questions to find out if your website is up to par.
Is it crystal clear who you are and what you do?
One of the key pieces of a high-converting homepage is a “brand bio” statement. A brand bio statement is a one-to-two sentence statement that answers at least three of the following questions:
Who are you?
What do you do?
Who do you serve?
Where are you located?
If you don’t have a brand bio statement, it’s highly likely that visitors are confused about your business – and you never want to leave your visitors searching for that kind of crucial information.
The best place for your statement is above the fold on your homepage (what you see before scrolling down).
Is your navigation menu simple and easy to navigate?
We see brands make this detrimental mistake all too often: having a cluttered navigation bar with too many choices and dropdown menus nested inside other dropdown menus. Consider Barry Schwartz’s Paradox of Choice as it relates to websites: too many choices can be overwhelming to users.
A good rule of thumb? Try to keep your menu items at six or under, and without dropdown menus (unless absolutely necessary). If you’re struggling to cut items from your menu, consider nixing the “Home” link – most users these days know that they can click on the logo to navigate back to the homepage.
Are you using the right calls to action in the right places?
A call to action (or CTA) is a button or link on your website that prompts a user to take action. Your CTAs are some of the most important pieces on your website because they tell users where to go next to find the information they need.
Some examples of CTAs are:
Schedule a Call
Book an Appointment
Get in Touch
First, you need to make sure that you have at least one CTA above the fold on your homepage. That CTA can either be in the top right corner of your navigation bar or under the “brand bio statement” mentioned above.
You should also have a CTA button at the bottom of each page that prompts users to contact you, shop your store, or navigate to another page with more information. Never leave users high and dry at the bottom of a page without telling them what to do next!
Is your site mobile-friendly?
This means that if your website is not functional and easy to navigate on mobile, you could be missing out on half of your target customers. If you aren’t sure how your website is performing on mobile, try running your URL through Google’s Mobile-Friendly Test.
This free tool shows you how easily a user can navigate your website on a mobile device. It gives you a screenshot of how a page on your website looks to Google on a mobile device, as well as a list of any mobile usability issues your site might have. All you have to do is paste your website link into the tool and in less than a minute, you’ll have actionable steps you can take to make sure your website is optimized for mobile.
Are you using the right SEO keywords to show up in the search results?
Do you want your website to show up when a user searches for your products or services in your area? We’re willing to bet the answer is yes; however, if you don’t have the right strategic keywords sprinkled throughout your website content, you’ll never make it to page one of Google.
The first step is performing keyword research. There are a plethora of tools for this, but we think Google Keyword Planner is a great (free!) option. All you need to do is enter words or phrases related to your business, and a list of relevant keyword ideas will come up. Paste these keywords to a note on your computer or phone and sprinkle them into your website copy, headings, blog posts, and even image names when it feels natural to do so. It’s simple actions like these that make a big difference in your site’s SEO.
Is your website ready for 2022?
Successful websites that truly work for your business don’t happen by accident. If you’re dealing with a DIY website or one that worked in 2012 but just doesn’t cut it in 2022, it’s time to level up and invest in your online presence.
With nine years of website-building experience and dozens of successful websites under our belt, we can partner with you to build a website that attracts your dream clients and customers and is a workhorse for your business. Schedule a free consultation today to learn more about how we can bring your website into 2022.