You’ve put in a lot of time and effort to create your website. You’ve just launched it and you may feel the need to shift your attention to other matters – the ones you may have put aside while creating the site. However, treating your business website as a “set it and forget it” can lead to disappointing results.
Keep your goals in mind
- You created a website for a reason. It makes sense to evaluate your progress. If you don’t have a way to measure results, then you objectives may be too vague. Your web designer should be able to help you
- Be realistic. Be patient. – In most cases you won’t find an immediate dramatic increase in activity. And you may have difficulty making any direct connections between your website and the bottom line.
- Perfection should not be your goal. In fact, it is said that “perfection is the enemy of the good.” That means that as you spend more time and effort to make every last detail perfect, the law of diminishing returns applies.
- Recheck your site for errors and fix them. Recheck all links to see that they lead to the proper destinations.
- Fix any typos, spelling errors, grammatical errors.
- Check for clarity and readability – Make any changes to assure that your content is unambiguous and concise.
- Assure that all factual information is correct and accurate – product descriptions, addresses
- Remove or complete any temporary content. You don’t want your website visitors reading, “Something about our return policy goes here” or “Insert picture of happy customer here.”
- Walk through your website from the perspectives of an existing customer and prospective customer. Does it address the needs and interests of both?
- Make a plan to update your content regularly
Promote your website
- Don’t assume that people will automatically find your website once it launches. As the owner of your website, you should promote it almost like one of the products you sell. Not doing so is like keeping your best sales and marketing people in the back room.
- Use a variety of channels to get the word out. Business cards, letterheads, envelopes, postcard mailings, email, advertising specialties, email blasts, voice message records, and more. Tell people you have a new website and be specific in explaining how it will serve them better.
Watch your competition
- Does your website give you a competitive advantage? Or are they doing it better? Look at the websites of several competitors and come up with a plan. You can even get ideas on what you can do better by looking at websites from similar businesses in other local markets.
Be open to feedback
- Ask friends, family, neighbors, customers, employees
- Caveats – Don’t put words in their mouths. People have a way of telling you what you want to hear. Don’t change your website because of the comments of one person.