There's no doubt an online presence is essential for any business today. Even in small towns where word-of-mouth referral rules, a professional, updated website can be brand enhancing if you get it right. Some questions to ask include:
What actually IS my goal for my website?
If it's to simply let people know where your office is, a professional 'business card' type website approach can be enough. However, if you want to engage potential clients and grow your business, you'll need to consider your content, layout, and the 'call-to-actions' on your Homepage. Make sure your website is easy to update, with an inbuilt content management system (CMS). Set yourself up to succeed with email marketing tools, inbuilt eBook download modules, and effective Blog section layouts.
How do I increase my visibility online?
Search engines like Google are basically answer machines. They have two main functions - crawling and indexing the billions of pages, documents, files, news, and general media on the web, and then providing the most relevant and popular answers to search queries. These answers comprise hundreds of variables and are calculated algorithmically. Non mobile-friendly sites are penalised for searches on mobile devices, so make sure you have a responsive website. We've written more about the importance of SEO here, which is somewhat of an art as well as a science, and you can take the mobile-friendly test if you're not sure.
If someone is searching for your accounting firm, ideally your firm will show on the first SERP (search engine results page), though this may be more difficult to achieve if the search term is more generic and by location or the services you offer. Increase your organic ranking by setting your website up to the Xero SEO best practice guidelines, then by regularly updating your website with great content.
How do I increase my website traffic?
Test and measure! First, set your baseline and check you have Google Analytics set up correctly - including spam filters. Once you know what your current monthly website traffic is you can set your goals and work on increasing your traffic each month. A content marketing strategy is the best way to achieve this growth, including writing a regular blog post you can send out across your social media channels. The referrer analysis will give you information on where your traffic is coming from, while the content and blog analysis break down users and time on your site. Monitor GA and increase the activity that is most effective for your business.
Where to from here?
If you'd like more information, or for us to take a look at your current website, you can book a time with us here.
Take stock of your online presence, and set yourself up for success.