How to configure your company website

There are a variety of technologies and techniques you can use to get your website to work harder for you. Structuring your site correctly helps you capture data and followers, produce enquiries, increase your influence and generate revenue.

If you are creating a new website or if you want to improve your current one, here are a few things to consider to optimise digital performance.

Strategy

Businesses are increasingly ‘going digital’ and this requires a digital strategy that is aligned with your business goals.  Stop thinking about your website as a shop window and consider it more of a central platform for communications, marketing and sales.

Search Engine Optimisation –  SEO or SEM should be by-products of good content creation and deployment. It’s important to put a solid plan in place to make sure the whole business is operating from the same set of rules. Good search strategies require a content-led approach, on-site optimisation and effective distribution.

Peer reviews – Before creating or updating your website, conduct a review of all your peers and competitors. Analyse your competitors and the techniques that they use to convey their messaging and brand.

Addressable market – Review your key audiences and stakeholders. This will help you determine the type of content that you would like to produce, distribute and showcase on your website.

UX –  Define the user journey you would like people to take through your site. If you have multiple persona types (customer, investor, partner, media) then create separate journeys for each user to reach their relevant “destination of interest”. It’s vital that your user experience works well on all devices, browsers and platforms.

Domain and Microsites – If you have multiple sites across different businesses or divisions, you’ll need to audit how they are structured and interlinked. Companies often have multiple sites that end up competing with each other and diluting overall performance.

Distribution

Email Marketing – Staying in touch with your relevant personas can be an important part of your communications. It also brings people back to your website creating an important cycle which boosts the performance of your site and rankings which then attracts more people to your site organically.

Marketing Automation – Ensure the correct systems are in place to automatically respond to generic enquires and reduce human interaction for initial enquiries, new follows and entry level contacts where possible.

Social Media – Running a successful digital strategy requires effective social media presence. Social media is the backbone that drives digital performance. All social media accounts need to have a presence on your website. This includes follow buttons for key accounts like LinkedIn and Twitter. Share icons should also be present on all ‘shareable content’.

Employee Communications – Engage colleagues to amplify your content and expand your existing networks.

Measurement

Make sure that all the systems, integrations and workflows are in place enabling you to capture as much information as possible from your daily traffic.

IP Tracking – Provides you with insights into the names of businesses that visit your site and the page they have visited.

CTA, Forms and Landing pages – Alongside your user journey, there should be a series of CTAs (call to action), landing pages and forms to get people to sign up – this should be for all aspects of the business including investor relations, newsletter, communications, marketing, partnerships, HR.

Conversion Pixels – You can install pixels or tracking codes to connect to your social accounts to your website and collect data from visitors. Twitter, Facebook and Google all have tools that you can use to help collect data. This helps you build a relevant audience based on visitors to your site which can be used for remarking.

Reporting –  Measure performance and benchmark your results. Using systems like MOZ, SEM Rush, Alexa and Google Analytics can help set the standard for your website performance and rank how pages are performing.

Goal setting – Make sure that you establish your goals for the year and set annual target.

If you’re interested in finding out how our audit process can help make sure that you have all the correct systems, technologies and processes in place to get most out of your website and digital strategy, click below.

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