Once you have a solid foundation with the right CMS, flexible design, deliberate information architecture, and brilliant content strategy, the next step is incremental and ongoing improvements that will ensure longevity. The key is understanding where to focus your efforts. There are some websites where 90% of the pages are not visited at all! Your website should be working for you and your organization’s goals. Are you after: Lead generation? Sales? Do you know how your website is contributing to these goals? Learn how to get data on your websites performance and achieve your organization’s goals.
Usability Testing allows us to connect with our users in real situations to see how the website aligns with the needs of the customer. When we did usability testing on our own website, we were surprised to learn that some of our clients were not aware of the depth and breadth of our education offerings (free webinars, seminars, brown bag lunches). Yet educating clients and potential clients on best practices in content strategy, responsive design, and CRM Integration is core to our mission and company objectives.
Website Analysis allows your team of content and usability experts to review and rate your website according to the following criteria for effective websites. The ratings are based on industry best practices in each category:
- Valuable and Engaging for Site Audiences
- Overall Usability
- Effectiveness of Content
- Visual Appeal
- Ease of Navigation
- Easy to find Content and Tasks
Keep Users in Mind when writing content, title tags, and meta descriptions. Keep these short and relevant to what your target users are searching for. Analyze your web metrics regularly to see if new keywords are popping up, how your site performs in search, and if certain keywords are generating more conversations. Use this information to revise your content as necessary.
Don’t forget to check out part one of our Future Proof Your Website series here to learn about the four things you have to get right the first time around.