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How to improve your business’ most important asset, your website

Your business is likely to have plenty of assets; computer hardware, maybe an office, printed literature, inventory, maybe an office space, and a website. We argue that your website is potentially your business’ most important asset so your need to make sure that it’s always at its best.
There are a number of reasons that your website can be your most important asset. Firstly, if you do have a physical presence such as a shop or a showroom, it’s unlikely that you’re going to be open 24/7 (ignoring some major exceptions), but your website can be both of these for you 24/7, and crossing timezones. It can also save you lots of time and expensive man hours. A well-designed website (hint) should provide the customer with plenty of information and insight into your business, enough to bypass a high volume of queries and communication to someone within your business.

So how do you make sure that this key asset is doing all of these things for your business? You need to analyse what you currently have and then decide on what can be improved on. Here are our handy tips for this process:

  • Get on top of your analytics. Google analytics can provide you with key information about your website visitors including their demographics, location, amount of time spent on the site, where they found your website, where they leave your website etc. You can use this information to see where your website might be performing well, or putting people off, and then make the necessary changes.
  • Test some users. User testing is a key way to study how people navigate your site, what they think about different parts of the site, and bottlenecks in your user flows. It will then help to guide changes you can make to unblock those bottlenecks and stop visitors leaving your site too quickly.
    After you’ve tested how your website works you’ll be able to identify who your target audience is, where they’re coming from, how they’re using your site and whether they’re converting. You’ll be able to identify problems and look at ways to resolve them. This will all help with planning marketing and improving your website’s success rate.
    If you want some help analysing your website and improving how it works as your business’ biggest asset, get in touch: hello@webfwd.co.uk

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