Lift Off! 7 Things to Keep in Mind Post Website Launch
Your website is up and running – but the the leads and conversions are not what you expected. Unfortunately, one of the pitfalls in having a brand new website is the lack of ongoing momentum after the launch. Any good marketer will tell you that just having a great website does not guarantee success.
So what can you do to both maintain and increase your momentum once your website is live? Well here are 8 things to keep in mind post website launch.
- Analysing customers habits: Use Google Analytics, to analyse the traffic to your site and investigate how customers move around your site. Which pages are the main exit points for your site and how can you improve those pages to minimise exits? Which pages receive the most traffic – how can you improve those pages?
- Conversion optimisation: If you decide that changes to your layout or design are necessary, one of the best ways to do this is to use A/B testing. Read our previous blog post – The Case for A/B Testing.
- Search engine optimisation (SEO): This is fundamental to your marketing plan. Your website needs to be optimised so that it ranks well in keyword searches. This includes your content, back links, meta descriptions, page and title tags. If you want your site to rank well – make sure your site is optimised for the search engines.
- Pay-per-click advertising: Use AdWords campaigns to get traffic to your site. This form of advertising allows you to be super targeted so that you only get the most relevant people to your site and to control the amount you spend. You can even target people who have already visited your site before via Google Adwords Remarketing which is a tool that can help you retarget customers and increase your completion rate.
- Blog posting: Having a blog on your website is a great way to engage your customers and to build your credibility and your reputation as a reliable, consistent and trustworthy expert in your area. You can address client enquiries through your blog, offer free advice or information on your products or services and keep your customers up to date with any product enhancements.
- Social media engagement: This is here to stay – so take full advantage of the social media network – have a business Facebook page, maybe engage in Twitter, have your profile on LinkedIn as well as a company LinkedIn page, and use Pinterest for images if appropriate to your business. Find out where your customers like to spend their time on the social media network and use it to promote your business and your reputation.
- Staying in contact: You can send weekly/monthly newsletters to your subscriber list or offer discounts when they first sign up to your list. Whatever you decide to do – stay in frequent contact with them so that you are in their mind. Even if they don’t have a need for you, they might come across somebody who does and can refer them to you.
Creating a great website is only the beginning of the journey. Your website is the foundation for your online sales and marketing activities. It needs time and attention for it to generate the results you want. If you haven’t done so recently, give one of the above activities a go.
Co-founder of Cornerstone and web junkie, Michael knows just how to diagnose your online problems and remedy the issue. An online enthusiast who believes in technology as an enabler of growth, Michael worries about all the details so you don't have to.