No matter whether you’ve just launched a new website or have had one for many years, your website should showcase your business professionally and build your reputation 24/7.
There are many best practices for building and maintaining your website as well as additional advanced concepts, including:
THE BASICS
• Do you have a properly installed SSL certificate? This encrypts your data during transfer and can help Google rankings.
• Is your website mobile responsive? More than half of today’s web searches are on a mobile device, not a desktop.
• Is there a clear call-to-action or call-to-action button?
• Can the viewer quickly understand what your product or service is and how you can help them?
• Do you have a Google My Business profile and is it properly claimed and configured? This is a powerful tool for reaching customers with relevant information that you should use.
• Does your website load quickly? Be sure that your website loads within five seconds or your visitor may leave. Make sure the photos and image files are properly optimized so they don’t slow down page loading time.
• Is your website easily found on a Google search?
• How did your website score? If your website failed on any of these items, you may want to seek a professional web developer for assistance.
Here are two other areas that are very important for you to consider but are not talked about as much.
STATISTICS SHOW THAT 71 PERCENT OF WEB USERS WITH A DISABILITY WILL LEAVE SITES THAT ARE NOT ACCESSIBLE. THAT IS POTENTIALLY A LOT OF LOST REVENUE.
ADA ACCESSIBLE
Is your website accessible by people with disabilities? The Rehabilitation Act and the Americans with Disabilities Act (ADA) require that businesses and organizations that offer goods and/or services to the public must make sure that these services are easily enjoyed by those with disabilities. In recent years, this law has been interpreted to apply to all web-based and electronic content as well, requiring that websites be easily accessible for those who are blind or have low vision as well as deaf. Businesses whose websites fail to comply with this standard are vulnerable to legal claims that can cost a small fortune in court costs and legal settlements.
Statistics show that 71 percent of web users with a disability will leave sites that are not accessible. That is potentially a lot of lost revenue.
Getting your website in compliance could help you get favorable rankings with Google and other major search engines.
Your website is an extension of your business and represents who you are as an organization or service. Your brand will gain more credibility when you are able to demonstrate that you aim to serve everyone without discrimination.
REVIEWS
Does your business have more online reviews and a higher star rating than your competitors?
Is your business likely to get the first phone call by an interested party?
Online reviews are the equivalent of word-of-mouth recommendations. In fact, 84 percent of people trust online reviews as much as a personal recommendation. Fortunately, there are review acquisition services available to increase the number of reviews you receive on Google and Facebook.
Businesses can easily utilize their customer database to reach out and ask for reviews. If you have a large customer base, you have the potential for garnering hundreds of reviews in a matter of weeks.
Your website is like an employee working for you 24/7. Be sure you are keeping it up to date and on track with the latest trends and technologies.
Treasure Coast Business is a news service and magazine published in print, via e-newsletter and online at tcbusiness.com by Indian River Magazine Inc. For more information or to report news email staff@tcbusiness.com
BEVERLY B. JONES
Owner of PD/GO Digital Marketing of Stuart (www.pdgostuart.com, 772-600-8330). She is also a public relations professional and has been in business on the Treasure Coast for 25 years.