How to Turn Your Business’s Website Into a Real Asset


Your business’s website is very important these days. For many potential customers, the first thing for your business they encounter will be your website. That’s why it’s so important to make sure that it’s doing what you need it do to. A poor website could prove to be a real drag on your business, so don’t let it hold you back any longer.

Turning your website into an asset that can help to push the business forwards isn’t easy though. It can be a big task if you haven’t been looking after your website. But it can be done if you are willing to take the right steps in the right direction. It’s something that is definitely worth doing if you want to grow your business or simply drag it into the 21st century. Here’s how to make that happen and turn your website into one that can rival any business rival in your industry.


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Focus on the Homepage

First of all, you need to focus on the homepage. First impressions matter a lot, and the first thing people will encounter will be your website’s homepage. If they don’t like what they see, or it takes too long to load, then people will be tempted to head elsewhere. You don’t want to drive people towards your rivals, so make sure that your homepage is designed in a clean and presentable way.

You need to give visitors the tools to take the next step once they’re on your homepage. That means providing calls to action. There should be clearly labelled links that give them a set of options to choose from. They can then quickly delve further into the website rather than just leaving. That’s what you should be aiming for.

Clean Up Broken Links

When a potential customer visits your website, they don’t want to be greeted by broken links. If someone clicks a link that’s present on your website, it needs to take people to where they want to go. If the page refuses to load, then people will not persist with your website for much longer. Broken links are a sign that the website is no longer being looked after; they might even think it’s inactive.

So, every few months, you should be sure to check all the links that are on your website. If any of them are found to be out of date or broken, then take the time to update them. Yes, it can be pretty time-consuming work, but it’s one of those maintenance jobs that really needs to be done. It’s for the good of your website, so don’t let things like this slip.


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Revisit Meta Descriptions

Met descriptions are the short descriptions that appear on search engine results pages. Therefore, they can be the difference between someone clicking the link to your website or passing over it. If you have bad or no met descriptions in place for your website and its pages, then you will miss out on a lot of traffic. That’s never a good thing for your website, so you need to make sure that these are in place.

Even if you do have met descriptions in place, you should revisit them regularly. This will help to make sure that they are kept relevant and up to date. The meta descriptions for each page need to be unique rather than generic as well. Don’t forget to add those important keywords to the met descriptions as well.

Put Images Front and Centre

Images are very important for a website. You want to appeal to people with the visual design of your website. If people log onto your website and see nothing but a lot of text, they won’t be drawn in. People always have a much more positive response to images than blocks of text, so make sure you remember this. Of course, text is important. But it should be accompanied by images.

The images you use can be basic stock images if you don’t have much money to work with. There are plenty of great stock images out there for you to take advantage of. But, if you have some money to work with, you might want to commission your own photos. This will make the website much more unique and professional in appearance.


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Optimise It

Your website needs to be easy to find for people. Otherwise, improving it will be pointless. Companies like Webdesign 101 can help you to add SEO techniques and design optimisation if you don’t know what to do. It’s not something that you can afford to ignore because the majority of visits to your website will occur via Google and other search engines.

There are some simple things that you can do by yourself to improve the website’s SEO though. For example, using more keywords that are relevant to your products and your target audience will help. And you could also add more relevant internal links to the website, as well as some external links to trusted sites. These are things that search engine algorithms view very positively.

Simplify Navigation

No one wants to be challenged by a website. It should be as easy as browsing the pages of a book. Not as difficult as trying to figure out a Rubik’s Cube. So, if your website is difficult to navigate, you need to change this. Nobody will want to come back to your website if they find it difficult to reach the pages they want to reach.

Keep the number of categories on your website to a limited number. Many top websites have no more than five or six categories, and then there are numerous pages or subcategories in each. This keeps things simple and manageable. Make sure all links and headings are titled appropriately to ensure that people know where to click and when.


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Remove Unnecessary Pages

If you have pages on your website that are no longer serving a purpose, you should get rid of them. This is something you can do a couple of times a year. Go through all the pages on your website and ensure that there is nothing there taking up space unnecessarily. It’s a good way to keep your website running as smoothly and quickly as possible too.

There are other things that you can do free up space. For example, pages that are no longer important but which you don’t want to delete can be archived. Archiving pages is pretty simple, and it’s a good way to get your website back under control if it has become sprawling and unwieldy. There are plenty of guides online that can guide you through the process of doing this.

Start Using Web Analytics

When you are making a vast number of changes to your website, you need to know what impact they are having. The only way to do this is to start using web analytics software. This allows you to see how your website is being used by visitors. On the most basic level, you can see if the number of people visiting your website is rising or falling. And you track which changes are having the largest impact.

You should also pay close attention to your conversion rate because this is what really matters to businesses. Most business owners don’t know much about analytics, but it can give you incredible insights. You can then make changes to your business’s online approach in order to reach out to even more people than ever before.


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Integrate Content and Social Media

Have you thought about how you’re going to link up your website to your various social media accounts? If you haven’t, then it’s about time that you did. First of all, you will need to add icons that link to your social media accounts to the corner of your website. This will allow people to move swiftly and smoothly from your website to your social media accounts.

What’s even more important is to make sure that you connect your content to social media. You need to retweet your content, and you need to allow other people to do the same. That’s why there should be options to share content on each page. Then people can click an icon, and they will be connected to their social media account where they can retweet your page.

Give People a Reason to Return

Finally, you need to think about what reason you’re giving people to come back next time. Many visitors will come to your website once and then never come back. This is a difficulty that you need to get past. You can ask people to sign up for a newsletter if you want to stay in touch and persuade them to come back in future.

Another thing you can do is keep offering something new. People won’t need to come back if they’ve already seen everything you have to offer. But if you have a blog on your website that is constantly being updated, people will have a reason to revisit it.


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