Every year, HubSpot releases a comprehensive list of marketing statistics. There are two interesting statistics that are directly related to small businesses: website optimization and conversions. Here’s how website optimization can help your business.
1. Poorly Performing Websites
The first statistic has to do with the huge number of business websites that aren’t adding to the bottom line as expected. Hubspot found the primary marketing challenge for 63% of business owners is generating more traffic and leads. If you have a poorly performing, improperly optimized website, you’re leaving money on the table.
2. Lack of a Business Website
The second and rather startling statistic is that approximately 60% of the smallest businesses, those with 5 or less employees, don’t have a business website at all. For long-term success, these businesses need properly optimized websites. Again, money is being lost.
So What is Website Optimization?
Just as in a brick-and-mortar store, window-shoppers are nice, but buyers pay the bills. Website optimization is a scientific process designed to figure out the characteristics of your target demographic(s), attract prospects to your website and convert them. Who are the best prospects? What do they like and dislike? How can the user experience be improved?
A properly optimized website will bring in more traffic, but that’s not nearly as meaningful as bringing in the right traffic – prospective buyers, not just browsers.
It takes a lot of research and testing to fully optimize a website. People are unpredictable. Sometimes a change that seems like a “can’t miss” falls flat. Other times, a seemingly minor change can make all the difference in the number of conversions. Research and testing determine what works best.
Website Optimization is Multi-Faceted
There are many aspects of website optimization. SEO (search engine optimization) is deeply involved with keyword strategies designed to raise the website’s ranking with search engines like Google and bring targeted visitors to the website.
However, optimization includes multiple factors which contribute to increased conversions, including web design, page layout and fresh, authoritative written and video content. Home and landing pages must load quickly and create a great first impression. Ecommerce websites must have a flawless checkout process.
Behind the scenes optimization creates a robust website foundation. Coding, linking strategies, testing, documentation and much more can work together to provide a lead-generating powerhouse.
Website Optimization = Happy Customers
A well-optimized website appears as one of the top results when someone searches for the product or service you sell. When someone clicks on that link, the website provides the information the visitor was seeking. A percentage of these visitors take action or convert, whether they complete a lead-gen form, sign up for a newsletter, submit a contact request or buy a product or service. Optimization increases conversions.
Website optimization is really all about customer satisfaction. When your website satisfies a consumer’s needs, they’re more likely to convert. While business owners typically worry about not getting enough traffic, the real problem may be that the website isn’t generating sufficient conversions from the traffic it is already getting. Websites must provide a positive response to a user’s needs.
For websites that deliver, talk to the team of marketing and website pros at BXP Creative. We specialize in white label marketing services for business and agencies alike. Our creative services include fully-optimized websites, social media management and much, much more, all at an affordable price. How can we help you? Let’s talk today.