Your website is the first point of contact for new and returning customers and your most effective marketing tool. It provides an opportunity for you to engage, respond to, and inspire your growing audience.

But whether you’ve just launched a new site, or haven’t updated it in a while, you might be disappointed to find that your website is currently underperforming. 

Perhaps you’re not getting the traffic. Maybe you’re not engaging visitors, or those who do visit the website are not sharing your links. Perhaps it’s simply that your views are not translating into new customers. 

Whatever the issue, here are a few useful tools for diagnosing the problem and boosting the performance of your site. 

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YOUR CONTENT JUST ISN’T CONNECTING 

There are over 1.7 billion websites up and running on the internet right now. It’s a very crowded space and if you’re not capturing your audience’s attention, they will simply move on to another website. So fresh, vibrant, personalised content is a must. 

When it comes to content, you want to think simple and to-the-point. No one wants to be reading dense paragraphs on their phone screen. 

Keep your sentences short. Make the content intuitive to a contemporary attention span (about 8 seconds), and try breaking up information with appropriate images.  

WHERE’S THE PERSONALITY?

Make your content professional and personal. Your customers want to feel as if they are connecting with a real person or at least – a coherent brand

Use an active voice. Share information about yourself and the company. And don’t use a load of obscure, esoteric, abstruse, arcane terminology!  

YOUR TRAFFIC IS…NOT GREAT 

It doesn’t matter how crystal clear, or delightfully engaging your content is if no one is coming to your website to read it. 

Traffic is a complex beast and engages with different websites in different ways. So if you’re working in a niche area, it’s always worth consulting an expert web marketing company – like this one for physician marketing – who can advise on specific tactics. However, there are some universal essentials.  

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YOU’RE NOT SOCIALISING

If you’re not all over Twitter, Facebook and Instagram then you should be. These platforms give you space to promote your content, and allow your customers to endorse it for you.

We are all more likely to check out a company our friends have recommended. So make the most of your social media platforms to engage your audience with your sparkling content. 

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YOUR DESIGN AIN’T SO PRETTY 

Have you ever visited a site that doesn’t fit to your phone screen, or which takes far too long to load altogether? It’s frustrating, and you’d probably rather move on than wait for the website to get itself together. 

Make sure you are testing the site regularly so you don’t get caught out. Ask your customers for feedback. And make sure you’re phone and tablet friendly. 

So there we have it. Your website is your most valuable marketing tool and if it isn’t performing as it should be, you need to work out why. Use these tips to identify your problems and find some smart solutions.