Marketing

7 Components of a High-Performance Website

By May 15, 2014 No Comments

high performance websites

Many years ago, I visited a particular doctor based on the recommendation of a friend. When I entered the doctor’s office on the day of my appointment, I was confronted with an overcrowded waiting room, an unfriendly staff, and (worst of all), a foul smell. Even though the doctor was personable and had a good reputation, I was put off by a poor first impression and chose a different provider for my next appointment. Needless to say, appearances and first impressions matter in business.

This mentality also applies to your business’s web presence. The website has overtaken the storefront as the face of your business. Is the face you’re showing the one you want your customers to see?

Here’s a checklist of 7 things a website should have to impress visitors and keep them coming back:

1. A Good Story

You know your business is unique, but how will anyone else know if you don’t tell them your story? This story can’t be told through stock images and canned copy, but should be an accurate, compelling narrative of who you are and why you love what you do.

2. Usability

Your website should have straightforward navigation and clearly display your company’s pertinent information. Your website should also be mobile-responsive, meaning that it formats itself to fit on smaller screens like those on iPhones and iPads.

3. Frequent Updates

Google loves websites with fresh content, and so will your customers! Getting traffic to your site is great, but it’s even better to get repeat visitors. Give your customers a reason to keep coming back by posting new blog posts, videos, or promotions.

4. Eye-Catching Images and Graphics

Articles with images get 94% more views than those without images. We live in a visual world, and images can convey your message more quickly than words can. When you only have a matter of seconds to grab your visitors’ attention before they’re on to a new site, the effective use of images might be just the thing that reels them in.

5. Offers/Calls-to-Action

You might have a stunning website and all the traffic you can handle, but neither of those things can be tied to revenue. You know what can? Leads. Use your website as a lead-generating tool by offering free consultations, discounts, eBooks, video tips, etc.

6. Analytics & Tracking

How will you know if you have a high-performing website if you’re not measuring its performance? Tools like Google Analytics can help you by tracking the number of visitors, traffic sources (where your traffic is coming from- Google, Facebook, or directly typing in the URL, for example), and how many of your visitors are converting into leads.

7. Social Media

Your website might be your storefront, but every successful business owner knows the value of networking. Invite your website visitors to join your conversations on Facebook, Twitter, or your social network of choice by placing links and share buttons throughout your website.

What about you?

What do you think are some key components of a high performing website? I’d love to hear your answers in the comments.

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