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An SME should monitor their web performance sounds like a statement of the obvious, but it is often not something that receives a lot of attention.
A website for an SME is often more than a brochure since there is always change in progress, whether it is new content or new functions being added. These updates will have an impact of the site and will have a significant impact on how Google sees your site.
So how do you monitor the performance of your website is a way that is not too complex.
There are a lot of tools available in Google to help you monitor the performance and health of your website. You may delegate the monitoring of your website to your web partner, but it is also a good idea for you to directly keep an eye on a couple of key measures on a regular basis.
If you want to review your organic traffic ( i.e. visitors who find you on Google mainly excluding Pay per Click traffic) then the Google Search Console is the place to see how your site is performing. You can see key statistics on number of clicks, number of impressions and click through rate on the main graph. This trended graph will give a quick understanding of the traffic patterns over time. You will also see notifications from Google if there are problems with parts of the site. For example, Google will notify you if there are site errors which are causing problems. You can then follow up with your web design partner ot inhouse team.
If your using paid adverts in Google (called ‘PPC’ or Pay per Click), then the best place to see performance is in Google Analytics.
Access to this information is easily set up and you can get a hold of some key information without needing a degree in computer science.
Your website should have a call to action which will help you build your customer base. Consider having content that is interactive and encourage your audience to communicate with you. If your audience takes the time to interact, then you have something to build on.
Some business asks their audience to sign up for newsletters or updates but requests that they to sign up first and volunteer their email address along with other information. This will work in some setting but make sure that the potential customer gets some benefit from signing up. You may find that people are less willing to give up their personal details unless they something back in return. For example, a sign up could give a customer a discount of their first purchase.
Creating a profile on some social media channels can help but you should keep an eye on what level of followers and visitors you are getting.
You may outsource this work, but you should get regular updates on performance, especially if you are paying for the promotion.
Social media is not different that other marketing channels so set targets to be achieved and communicate them to the people/ team running your social media campaigns.
You can also help by sharing your site content where appropriate.
If you are looking for a web design partner, then Say Web Design are always willing to help with affordable designs that deliver. We can deliver good Web design ideas that don’t cost the earth.
We are based in Newquay, but our coverage includes all part of the UK. Why not get in touch and discuss your requirements.
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