As a business owner, you understand the constant fluctuation in website analytics. Technology changes every single day, and so do user trends and behaviors. Since your website plays a huge part in drawing in both new and repeat customers, it needs to be clear and informative. If you sell your products through your website, your storefront needs to be clean and easy for customers to navigate. Having a complicated interface can deter potential customers from making a purchase. It is vital to embrace the constant change in technology and use it to fuel your website, drive traffic, and ultimately turn that traffic into leads and sales.

Here are six crucial steps to take to get your website ready for 2020.

1. Simplify Your Message
   
   • As time goes on, your business is going to change, and you are going to have new information that you will want to share with your customers. Some business owners try to squeeze all this new information onto their website without planning where to place it. Usually, the information is placed on the home page or given its own link in the main navigation. But, it does not belong in either place, as it creates a sloppy look and makes it confusing for customers to understand.
   • As the new year approaches, take a look at your website and do some housekeeping. Tidy up the information on your home page and make sure everything you have placed there belongs there. Take a look at your main navigation links and clean them up as well. Commit yourself to starting out 2020 with a clean-looking website.
2.  Review Your Website for Outdated Information
   • Outdated descriptions of products and services on a business’ website can have untold negative effects on a company. Many companies neglect to update information on their websites, resulting in the displaying of inaccurate information throughout the site. Pricing and descriptions change over time, and always need to be correct for customers to make purchases.
   • Make sure the products on your website are priced properly and that their descriptions are correct. Remove all old products from your site so no one tries to make a purchase that cannot be fulfilled.
   • In many cases, businesses forget to update employee information, and employees who are no longer with a company may still be listed on the site or featured in photos. Update the employee section of your website so that your customers will be able to see who works for you and in which capacity.
   • If your company has gone through a renovation or a re-brand, make sure the pictures of the facility and logo graphics on your website are correct so customers do not see old photos of the facility from several years ago. Your logo is an essential aspect of your website, so it is crucial for it to be accurate. Photos and graphics are vital elements of a website because they give your customers insight to what your company looks like and what your business is about. Make sure these visuals are accurate so your customers can get to know you.
3. Optimize Your Website to Reflect Changes in Your Business and/or Industry
   1. Adapting to change is a difficult part of business management, but it is lucrative. Do not be afraid to remove products from a line if they are no longer popular. You must adapt your products to reflect what is trending in your industry today to make a profit. These changes must be reflected in your website as well.
   2. Remove any information or products on your website that are outdated in your industry. Review your blog to ensure your content is up-to-date and accurate. If it is not, delete it. Inform your customers of any changes you have made to products because of changes in the market. Create a blog post that discusses the changes and why you made them. Your existing customers will likely want to see the changes you make, and your new customers will like seeing that you are keeping up with the industry trends. Small gestures that make your customers’ experience on your website easier can truly set your website apart from your competition.
      
4. Add More Social Proof
   • Trust between businesses and customers is a huge concern on the web these days. Include “badges” of awards you have received or certifications and/or professional memberships (like BBB) you have on your website. Feature some of your media appearances or mentions and post your ratings, reviews and testimonials. Include a few of your best reviews on the home page and have a special section somewhere else on the website where they can all be found together.
   • Displaying this information on your website shows your credibility. New customers will be more likely to buy your products or try your services if they see that others have had a good experience with your business. They will likely check your reviews and ratings, so make sure that information is easy to find on your website.
   • Also, get a Google My Business listing if you do not already have one. Many people use Google to search for products or businesses. When they search for your business, they want to find key information like your address, your website link, reviews, business hours and phone number. All of this information will appear in the search if you have a Google My Business listing. Once customers see your information on Google, they will be able to click on the link to your website and will then be redirected to your site.
5. Promote Your Corporate/Social Responsibility
   • If you are involved in sustainability programs, recycling programs, charities, community programs or other works of social consciousness, post that information on your website.  Today’s consumers want to work with companies that care. Your customers will appreciate seeing what you are actively involved in to make the world a better place, and they will want to support you because of it.
   • If you do not participate in any of these programs, consider getting involved with at least one, as it will likely positively affect your business.
6. Make Better Connections
   • The more connected to your business people feel, the more likely they will want to do business with you.  Here are a few key ways to do that:
     • Overhaul your “ABOUT US” page. Be more personal and present the values and lessons you have learned along the way that drive you to provide awesome products and services today. Tell a great story that captures your audience and shows them what your business is all about.
     • Hire a professional photographer to capture your company culture. Show fun and personality along with diversity. Include these photos throughout the website as appropriate.
     • Make social media a more important part of your operations and integrate it more meaningfully into your website.  Social media is a vital part of any growing business. Social media allows you to connect directly with your customers and to advertise to a target audience. Connect your website to your social media outlets so you can communicate with your customers and followers. For example, if you post a new article on your blog, share the link on your social media accounts so your followers can read the article. If you have just put out a new product on your website, share the link to buy it on your social media pages. It is a great way to keep your customers up-to-date with your products and to tell them about any special sales. Keeping your social media aligned with your website is the perfect way to keep everyone informed. People are constantly scrolling through their social media, and if your products and services come up on their news feed, they may be interested and click on the link. All it takes is one click for you to get a new customer.

2020 here we come!  Following the steps above will make a big difference in your online performance for 2020.  Websites and digital marketing are ever-changing, never-ending processes that quickly grow outdated if you do not keep up with them.

Having a website that is informative and easy to navigate will help you grow a thriving, successful business. Having a platform that your customers can buy from is ideal, and having a section filled with content about your products and services is even better. As time goes on, your website will generate new leads and you will have new customers every single day. Creating a great website takes time and effort, but do not be intimidated. If you put in the hard work, you will be successful in 2020. 

If you need help getting started, do not hesitate to reach out – that is what we are here for!
Phone: 609-226-4747