5 Areas to Focus On to Improve Your Website and Grow Your Business

Improving Your Business Website

Starting a new business and need to build a new website? Looking to grow your business and find your current website outdated? Not getting nearly enough traffic to your site or you’re not seeing any leads converting?

There are a number of things that you can do to make sure that do not run into any issues during this transition and growth process. Here are FIVE areas of focus that you need to emphasize to improve your website and grow your business in today’s ever-changing world.


“How To Get Them In The Door”

When trying to get discovered for your craft, you need to have your audience discover you. When people search Google for what you do, do you come up in their search results organically?

SEO, or “Search Engine Optimization,” is the practice of taking your website and molding areas like the meta title and the content to make it more search engine friendly. Google and other search engines takes a number of different factors into account, such as how the content of your page matches up with your page titles.


  1. Know what your audience is searching for. Tools like Google Keyword Planner in AdWords are vital to see what your target audience is searching for and where your site ends up under certain terms.
  2. Long-tail keywords are vital for success. The competition for short terms is extremely high. When coming up with page titles, make sure that you are incorporating as many relevant terms as possible into it (within reason). Remember, Google will punish you for keyword stuffing so make sure it’s clear but has plenty of searchable terms in it.
  3. Ensure that the content on your website goes hand in hand with your title. Google will go through your pages and links on those pages to determine what you do. If your titles and content go hand in hand, your ranking goes up.

Inbound Marketing

“How To Get Them Where They Should Go”

So you have optimized your website for your target customer to find you on search engines. What more can you do on your website to get people in the door and become buyers?

Inbound marketing is the art of getting potential customers to become customers and promoters. HubSpot puts it into four steps: “attract, convert, close, delight.” This goes from when the potential customer first interacts with you until they’re done with your business, and hopefully achieve what you hope they do.


  1. You can do more than just put down text on a home page or a bio section. Blogging allows you to index new content into Google on a regular basis, which helps with SEO. Social media, as you’ll see later, can be a great way to stay top of mind and share your web content to the public.
  2. Have clear calls to action. When the visitor lands on your website, they should know where to go. That can be done with calls to action in text or at the end of a section. Have a form to fill out or a link to the contact page that is clear.
  3. It isn’t done after the sale or when the visitor leaves and fills out a form. Send the customer a survey to fill out. Regularly update them with emails or a link to go to social media (with their permission).

Social Media

“How To Get In Their Mind Outside Of My Website”

As mentioned earlier, you need to do more to attract customers to your website. How can you do that for a little monetary cost outside of optimizing your site?

Enter social media. Social media can be a very effective way to showcase the creativity of your company and get your content in front of  the right audience. Plus, Searchmetrics indicates that 8 of the top 11 factors in high SEO results are because of work on social media so it can enhance other areas.


  1. There are many different channels with different audiences. Plus, some can be used more effectively than others. Focus mostly on B2B? Use LinkedIn. Have products that can be showcased? Consider Pinterest. Recently, I did a presentation for a class at RIT outlining strategies for how to market on those social networks.
  2. It’s not really a “free” service. Yes, there may not be a cost to setting up a Facebook page or a Twitter account. But remember the time cost. It takes time to use them effectively.
  3. Have policies set up in place. Designate who posts where and when. Have a strategy to ensure clear communication and that no issues occur. As the news shows on nearly a regular basis, businesses can bite themselves in the butt by saying something silly.

User Experience

“How To Make Sure They Enjoy Themselves”

Now you have done everything to optimize your site and your content. But how should you design your site to make sure the right people stay there?

The visitor user experience is key to keeping people on your site and making sure they have an enjoyable experience. You could have the prettiest site in the world but if your target customer does not feel comfy on your website, that may deter them from making a purchase.


  1. Understand your user’s psychology. Put yourself in their shoes and figure out what they are looking for. What would catch their eye and what content would they find engaging?
  2. Make sure your pages are linked together. In your category menus, are all of your pages accounted for? Can visitors go from one page to any other on your site from any page? This can be frustrating if someone can get your contact page from the home page but not from anywhere else.
  3. Optimize your site for mobile technologies. With the rising popularity of smartphones and with the fact that more and more people use them to do web searching, making your website mobile-friendly not only makes the user experience smoother, but Google, starting April 21st, will lower the rank of sites that are not mobile-friendly.


“How To Track And Grow Success”

So you’ve done everything right and you’ve received great feedback from your customers. How can you track the metrics of your site and which ones should you pay the most attention to?

Google Analytics and other tools can be your best friend for managing your website. When properly set up, they can provide you with all of the insights to your websites, from where visitors entered your website, to how many visitors accessed your page over mobile, and much, much more.


  1. Know what numbers are most important. Looking at all of the stats can be overwhelming if you do not know what to look for. There are lots of instructional courses out there online, but focus on metrics such as Sessions, Bounce Rate, Organic Search Visitors, and Landing Pages.
  2. Use the numbers to make changes. If you see a decrease in your organic traffic, look into changing the titles of your pages. If you see a decrease in bounce rate, see how you can maintain that with new posts or clear calls to action.
  3. Understand how users get from Point A to Point B. There are site paths in Google Analytics that show how users navigate your site. See how you can improve processes and make sure visitors do what you want them to easily.

Hopefully these tips help you succeed down the road! If you have any questions or wish to connect further, feel free to connect with me!


Filed under Business, Social Media, Technology

2 responses to “5 Areas to Focus On to Improve Your Website and Grow Your Business

  1. Excellent, thank you very much for the nice post, your recommendations will be useful for many.


  2. Pingback: 6 Sports Business Trends To Watch Grow In 2016 | Geoffrey Blosat

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