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YOUR+WEBSITE+IS+IT+CURRENT+AND+RELEVANT+TO+YOUR+AUDIENCE+AND+TO+MEET+BUSINESS+GOALS
Thursday, 10 September 2015 - 16:09
YOUR WEBSITE IS IT CURRENT AND RELEVANT TO YOUR AUDIENCE AND TO MEET BUSINESS GOALS
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Your company or business website represents the face on the internet. Today new technology  has transformed the website from being a one way information tool to a two way collaboration medium that engages visitors   online, on site to provide a better visitor experience helping to meet business goals and objectives.


CURRENT STATISTICS OF INTERNET PENETRATION IN SRI LANKA

We note a substantial growth in internet usage nearly  5.1 mio , while 35% access via a hand held device and significant growth in smart phone usage nearly  25% of the population of  nearly  21 mio. Estimates say  we will expect annual growth rate of 15-20% on internet penetration with google loon project will enable access on same via mobile devices all Island within next 18 months.
 
Above clearly indicates the potential to reach customers via the website locally and globally and the need for optimization to be visible in multiple platforms and devices.

DEVICE USAGE HABITS OF ONLINE VISITORS


TYPE OF DEVICES USED NOW BY INTERNET USERS:

IS YOUR CURRENT WEBSITE RELEVANT AND HAVE THE FOLLOWING :

 
  1. Is the software used outdated. Are you still using HTML older versions and not supporting multiple devices . If yes you need to upgrade the site with HTML 5 version which is mobile responsive and provides users a better experience across various devices .Further Google commenced to penalize websites which are not mobile responsive and search engines will rank the site lower on search engine results pages.
  2. What is the content management system(CMS) used , is it safe . Your CMS is critical  since dynamic CMS is required to keep the site constantly updated and secure  with use of Secure socket layer certification (SSL) which is now recognized by Google for ranking and SEO purposes .SSL manages hackers and other virus threats compared to URLs without such certifications.
  3. Have search engine optimization tactics used with keywords on the site ie one page and off page SEO to enable organic rankings on search engines . If not you need to carry out a SEO audit of the sites, identify   keywords relevant to the products and services that the site offers and have them tagged under headings , subheadings and descriptions on the home page and product landing pages of the site.Title and Meta tags needs to be written on the back-end of the the site as well.
  4. Does the site have google analytic's integrated in the site so you can track the real time status of the website and landing pages , understand visitor demography, number of visitors, pages they visited, bounce rate , devices used etc if not you need to access the webmaster tools to enable same. Its important to measure and review web analytic's for continuous improvement and development of search engine optimizations and search engine marketing efforts.
  5. Language specific content to be availed to meet needs of different online visitors based on race . This will help more visitors to the site and also promote on google .
  6. Is the site text driven and using older versions of graphics . You need to move to an image driven site with few texts and clear call to action buttons , words which will help in SEO.
  7. Have you enabled plugins and social sharing buttons if not you need to  enable same in each landing page  to enable visitors to contact you, for lead generations, sign ups or share content to their personal social media pages.
  8. Does the site provide easier use and intuitive to the visitor if not the experience will be poor. You need  have a good site navigation structure the will motivate and engage visitors  to explore other pages , spend more time on the page and enable acquisition and also lead generation.
  9. Do your staff handling the website have adequate knowledge and understanding of managing website and aware of the company goals and objectives, if not they require training on online marketing , analytics , managing website .
  10. Do you have a digital marketing strategy  where the core is your website and visitors attracted from digital efforts land on the website pages for engagement and conversions. If not you need to develop a strategy and explain to all stake holders and effectively collaborate with multiple partners to execute and measure results on an ongoing basis.


Your website will become the life blood of your company in the future and having the site well designed , intuitive , current with relevant content , managed by the right staff and partners will bring in results in the short and long term. All investments made towards same will pay for itself overtime.





EXPECTED BENEFITS AND RESULTS OF A CURRENT AND RELEVANT WEBSITE THAT MEETS VISITOR EXPECTATIONS AND COMPANY OBJECTIVES :

  1. Lower the cost to reach your target audience and serve them.
  2. Cost of acquisition will be low compared to traditional methods.
  3. Create better experience for the visitors that will build brand loyalty and influencers online.
  4. Enable creating product and brand awareness online and also  carry our social and digital media marketing.
  5. Measure all spend online and set objectives for same.
  6. Increase organic traffic to your site due to SEO efforts , since the need to appear in first 15 results on SERPs ie search engine results pages.
  7. Improved web performance by way of quick download time , easy navigation on site will improve visitor experience and bounce rate.
  8. Increase visitors will lead to better lead generations, enable nurturing and conversion which will support business growth and profitability in the medium.

CONCLUSION

How is your website now and what needs to be done to improve .If the above content created some thoughts to you then you need to have a hard look at your Digital strategy in your company or organization and start prioritizing  soon to be relevant online.These days online visitors will come to conclusions or form opinions about your company and the brands simply based on the  website. 
 
Its best to have a collaborative approach with your website vendor and digital agency along with all stake holders to rethink and develop a unique website or upgrade your current website to make it relevant to your audience online.

Article By: Godfrey Dinesh Jebamani

  
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