5 New Year's Resolutions for Your Website
What would a new year be without a handful of hopeful resolutions that you abandon by the end of January? Well, this year is going to be different. This year, you're going to see those resolutions to completion.
If you haven't set any new goals for your website yet this year, it's time to get moving. Sure, the year just started, but the longer you wait, the less likely you are to fulfill any of those goals. Here are five things you should commit to doing this year.
Redesign Your Website
Some people say website years are like dog years, but that's not even close. In just about every industry, a website that's more than two years old is completely outdated and behind the competition. If you've been sitting on the same website for a few years now, it's time to start the redesign process. This is especially true if you haven't gone responsive yet. Your potential customers are much more likely to trust your business if your website looks up-to-date. Nothing sends your customers over to the competition faster than a website that doesn't meet modern needs. Your website must look and function great on every device. Make this the year you stop losing leads or sales because of that old website.
Tap a new online marketing channel
One cannot live on Google alone. If you depend entirely on one marketing channel for your leads and sales, you are just one channel away from going out of business. Every business should invest in a variety of online channels to drive new customers. If you've never tried digital advertising (PPC) before, the new year is the perfect opportunity to set aside some advertising dollars. Or maybe you haven't been getting much out of social media. Stop saying Facebook and Twitter aren't for your business and start utilizing these platforms. There's also email marketing, SEO, local optimization, and plenty more ways to attract new customers. You should always be on the lookout for new opportunities to market your website to potential customers. Whatever option you pick, make it a goal to get into at least one new channel before the end of the first quarter.
Create an actual content strategy
Yeah, you have that blog section on your website. And you occasionally post about a new company event. But have you ever thought about an actual content strategy? I don't just mean posting at least once a week or creating that cool infographic that everyone in your sales department thinks is snazzy. I mean establishing a goal for your content and creating a plan to help reach that goal. Content marketing isn't just a buzzword anymore. Content is here to stay. If you aren't creating great content and promoting it to your potential customers, then you are missing out on a huge opportunity. As content continues to become more important (both to search engines and to your customers), it's time you finally got on what has become so much more than a bandwagon.
A/B Test Everything
No matter how new your website is, it isn't converting as well as it could. No website is perfect as is. If you aren't constantly in test mode, then you are constantly losing out on sales and leads. Make this the year you optimize your website for real. Stop taking chances with your conversions and leaving money on the table. It's okay to start small, but don't lie to yourself and say things on your website are mostly fine. Is your checkout-to-order conversion rate 100%? Does every visitor add a product to their cart? Do all contact page views result in a lead? If you answered "No" to any of these questions, then you have room to improve. So pick the right goals and the right elements and get those tests started. And don't stop when one test is done. A website with no active testing is at risk of going stale.
Improve your online reputation
Remember that one bad review you got three years ago? Yes, it's still haunting you. There are still potential customers turning away when they see it. It's time for you to turn your reputation around. No, you shouldn't pay some shady reputation company thousands of dollars to "bury" the bad reviews. Rather, you should actively work on getting your satisfied customers to leave positive reviews. The best way to drown out the naysayers is with an abundance of positivity. Your business needs a real follow-up process to reach your customers. If you have a good business and provide a good service or product, your customers will be happy to sing your praises. But most of them need a little prodding to do it. Go out and secure the ratings you deserve.
Even if you tend to shy away from New Year's resolutions, the start of a new year is the perfect time to rethink your website and your online strategy. Don't fall short of your business goals because you didn't put enough energy into your online presence. Now is the time to commit to the changes that will make all the difference.