Simply having a website for your small business is not a foolproof way of increasing traffic and sales. You could have the best product, best of intentions and an amazing layout, but if the maintenance and costs of keeping your site online outweigh the benefit of having the site, it may make you reconsider even having the site in the first place. Luckily, there are ways to have a better small business website that’ll increase ROI and allow business to boom.
Optimize Your Site For Search Engines
You don’t need to be an SEO guru to at least marginally improve site rankings (and thus hopefully increase ROI). There are a few things you can do to get your site noticed a bit more:
Make sure your webpage:
- Is Easily Navigable/Visually Appealing – An easily navigable site ensures that not only your customers have an easy time getting to where they need to be on your site, but it also allows search engines to crawl your site more quickly and efficiently as well.
- Is Coded Correctly – A badly coded site could range from simple HTML errors like not using H2 tags to utilizing poor WordPress plugins to an actual error in the back-end site coding. Check, double check and check again to make sure all your coding is up to par, otherwise this could further devalue your site (by making it really slow, poor looking or not viewable at all).
- Has Relevant and Original Content – To sum this up in three words, “Don’t copy content!” Make sure all your content (on your blog, product descriptions, etc) is original, fresh and even entertaining.
Granted, there’s a ton more that goes into on-site optimization, but start small and work your way up. As long as you’re making efforts to make your website better, you’ll see a difference in traffic.
If you’re going to be hosting events, there’s no better way to get the word out than through local sites and local event listings. Hosting things like charity events (for example) gives your business a good image to the local community, but it also can increase in back links to your site. Quality and relevant backlinks are seen as a trust signal to search engines, so if you have some pointing to your site from local event listings or sites in general (such as news sites, local blogs, etc) you’ll rise up in the rankings as the search engine will trust you more.
Backup, Backup, Backup!
It’s imperative to regularly backup your site data. All the hours put into developing it, as well as all the files (images, content, videos, etc.) that you’ve uploaded would disappear if something were to happen. Also, if your site is compromised and goes down, you won’t have a website at all. The easiest way to do this is with an online cloud backup service. While an external hard drive (or two) are certainly an option, cloud solutions allow you to manage your backup no matter where you are.
Not only can you access your files from anywhere, but other advantages make cloud backup the best option. It’s usually cheaper than traditional hardware backups, and it’s also automatic. Any time something is uploaded, it’s automatically available to re-download anywhere you are.
Be Open To Constructive Criticism
Customer feedback is one of the most important things you can get as a business owner, and chances are you can get it for free. You can use this for feedback about the usability and navigability of your website, as well as for for anything else relating to your business. You can come across customer feedback one of two ways:
- A customer will give it to you unsolicited or face-to-face.
- You can reach out to them and ask for how they felt about your service (via a contact form or survey).
You can also offer them incentive for giving you feedback. Take their feedback to heart, as it can allow you to improve your website and business, which ultimately can lead to greater ROI. Don’t forget it’s always about the ROI!