How to improve company website? The 9 Golden Tips!

How to improve your business website to sell more online? Neither I nor anyone can give you a "magic formula" for this but experience tells me that if we focus on 9 keys and tips, we will be very close to getting good results with our company website.

It is very diverse, and sometimes even contradictory, information on how to obtain the success of Internet business, but, on the other hand, if it is very clear, and all the professionals in that do agree, on how to improve a web page. This is because we know from experience what factors help to improve the web and, on the other hand, a series of common causes that invite the failure of a web project on the Internet.

Because, what we can have for sure, is that if your company has a website on the Internet, it is because you expect to get some benefit from that investment, right? And with "profit," I suppose we talk about sales, at best, or at least, prospects (potential customers or "leads") in the worst case, am I wrong?

Of course, for certain companies on the Internet, the purpose of your website may simply be to give information about what it offers. For other businesses, however, its objective will be the direct sale of its products online. But, in both cases, we talk about achieving sales through the website, regardless of whether sales are closed from the website itself or by another way later.

Therefore, the achievement of «success», that is to say, sales, through the web will depend on many factors according to the profile, the commercial strategy and the funnel of conversion of each company. But instead what we do know perfectly is that for any company, the key to that success on the Internet lies in its website and how we improve the website according to the company's objectives and customer profile.

Or what is the same and in a summary way; If you want to improve your Internet business you must improve your website, yes or yes.

Based on the conviction that we must improve our website, we can analyze how to do it. For this, I have compiled 9 tips that I consider from my experience that are the most important to improve any website of a company, whatever its commercial sector and profile.

These tips are those that I apply in the first meeting with any possible client of our services for updating and improving web pages and that certainly helps a lot to face the marketing strategy to improve the company's website.

Before improving the web, are we clear about the objectives?

Whether the website represents our company, or if our company is the website itself, we need to clearly define the objectives before making the first step in improving the website.

Why do we want to improve the web? Without excuses. It is not worth the "because I must be on the Internet", "because my competition is" or "because my nephew makes websites and I take advantage" ... Badly we start if some of these are our reason to improve the web and, sorry to tell you, that this is not how Our website will work and we will not obtain real results from this investment.

We must develop an exclusive commercial and marketing strategic plan for the Internet, dedicate the necessary time to define it and ensure that we will reach the end of this plan until we achieve the goal we set ourselves.

Whatever our commercial sector, market or special situation of our company, our website must have a purpose and a series of objectives for which it must exist, must be created and must be improved.

A project on the Internet without that perfectly designed plan, without that travel map, will not go far.

Very common error; Beware of choosing our target audience badly!

Before we start thinking about how to create a web page or how to improve the current web, just as we must be clear about the objectives of said investment, we must also be clear who our target audience is.

Who is our client on the Internet? Mind you, I said "on the Internet" because it doesn't have to be the same user profile as our "physical" buyer!

For this reason, we must analyze the market and our public well to be right with the choice of the typical profile of the potential client, which will be key when it comes to how to improve our website.

Why do I say we should pay close attention to the choice of our niche and target audience? Because choosing niches very saturated with competition or niches with a mass of potential customers too small, will make us waste time and money when thinking about how to make our website or how to improve our current website.

Let's look for a sufficient balance and distance between crowded niches of competing companies and niches with low acquisition probabilities. That balance will be the beginning of a successful investment for our company and, for this; we can use fantastic tools such as the National Statistics Institute and Google Trends.

Improve the web for whom? Let's focus the web on the real user

We know perfectly well that, if we want to sell through our website and obtain an optimal return on investment, our Internet strategy and our website must improve and focus exclusively on the "user", the potential client who will visit our website.

It is logical to think that, without users satisfied with our website, neither we nor any other company can achieve their objectives, right? It seems something of the most obvious, but it turns out that it is something that often falls into oblivion, or so it seems to see certain projects on the Internet and, especially, certain web designs in Spain.

Many web pages of companies seem designed to the taste of the head of this, or the shift manager, who is sure that he is delighted with the result but that, frankly, must be a nightmare for web users, whose opinions, are much more important than the personal taste of the payer.

The website of the company must be designed to suit the users of the web, potential customers, not to the taste of the head or manager of the company.

It may sound somewhat shocking, but it is like that and it is something I learned from the truth of designing Web pages for clients who did not tell me at the University:

Remember that the website that has been designed to suit future users, according to the objectives set by the company, has all the numbers to give benefits and achieve the objectives of profitability set.

Let's demand an attractive, simple and tailored web design

Web design is one of the keys to making your website successful and how to improve the company's current website.

This is the time that a web user needs to put a note on our website and put a label on the company behind it.

That label can be "elegant" or "shabby". And be careful, changing that first impression is practically impossible!

So let's focus on achieving an elegant and simple web design, faithful to the company, the products, and the objectives set but focused exclusively on the end-user, the visitor, and not to increase our business ego.

Therefore, improving the usability of our website must be above improving the graphic aspect, and offering quality and simple content instead of explaining the life and miracles of our company.

Content (still) being king! Let's offer quality content and sell

Almost in all likelihood, several of the companies that represent our direct competition already have a website, right? It is not something special for the commercial sector in which we find ourselves; currently, on the Internet, there is a huge amount of information and websites of companies of any commercial sector and industry.

Among all this number of websites of competitive companies, both local and global, how to stand out and differentiate? One of the keys is to offer content of real interest and quality to our users.

Blogs are a clear example of what I tell you; they offer a lot of textual information, opinion articles, news, tutorials, videos, resources of all kinds...

This type of content attracts visits to our website, with the possibility of becoming customers. Also, our company has greater possibilities of becoming a benchmark in the sector and thus achieves lasting relationships with loyal and regular users of our website.

Without quality content, few visits can be obtained, unless we resort to spending money on advertising, but that is another issue. And without a lot of frequent visits to our website, it is impossible to achieve the objectives we have set with this, right?

Improve the web for what? How will we make the website profitable?

The website must create value for the company that has paid for its web design. What our company seeks from the website does not have to be the same as the company of our competition searches for its website.

But, whatever the profitability formula we design, do not forget that we must review it periodically to see how to improve the results, complement it or even modify it if the need arises.

 

How will we sell? Let's put calls to action now!

Let's continually remind our web users what we want from them since they enter our website.

If the objective of our website is to sell products, subscribe to our newsletter, give information, etc., whatever, let's say it and call the attention of our visitors to do that action.

Many companies do not, due to carelessness or due to some "corporate shyness", and cause their web pages not to have the expected success. As the visits are not oriented, towards the action desired by the company, these users end up being lost or reach “dead ends” on the web.

Therefore, let's think clearly about what we expect from our visits, what goals we have with our website and make those decisions before creating the website or improving our current website.

Let's not relax and keep our commitment always high!

It is clear that without a total commitment on the part of the company with its web users, the web project will not go very far, right?

Many companies launch or improve their website with great enthusiasm and commitment, but over time these levels decrease. Not because the web is not giving results but simply because they "relax."

This should not apply only to companies that make sales through their website. The total commitment must also be given to companies that offer a certain level of services or attention from their website, even if their sales channel is different.

The website may represent the main and most valuable commercial asset for a company, or a living dead that the company has left to die until it becomes a burden that reduces the company's commercial strength, the patience of users and the image of the company on and off the Internet.

And after improving the web? Let's not forget the marketing strategy!

Although we can improve our website and this is fantastic, users must find it so that this investment has some chance of success, it is obvious, right?

An online marketing and advertising campaign can involve an investment of thousands of Euros, or simply a few Euros in the timely advertising of our product.

Each advertising campaign must be unique, adapted to the company and the website. Copying successful campaigns that other companies do is no use here.

We must have one or more advertising advisors in Google Ads to design a successful strategy to capture real potential customers of our company. It is not easy and we must advise ourselves well and invest the necessary time.