Having a website for your business is one thing… but having a website that actually grows your business is totally different.
I can think of about 10 website development platforms where you can spin up a business website in a matter of minutes.
Think SquareSpace, Weebly, Wix, etc…
They all promote building a beautiful website for your business in minutes, with no coding required.
But from my experience, business owners care a heck of a lot more about growing their business than they do about the aesthetics of their website.
And they care ever more as to whether or not their website is found in Google search.
In today’s article, I’m going to quickly share 3 keys to having a website that will actually grow your business.
P.S. This is NOT a website design class on how to create a beautiful website! :-)
#1: Your website must be found in search
We work with businesses of all different types and sizes. From small town carpet cleaners to multiple million dollar corporations.
The common data point shared with all of them is that the majority of their inbound traffic comes from search engines.
And within the search channel, the overwhelming majority of that traffic is coming from Google.
Here’s a quick screenshot of one of our corporate client’s channel breakdown from Google Analytics:
If your website is not found in Google when someone searches for your products or services, then it won’t matter how amazing your website looks.
Getting your website found in search is one of the keys to growing your business online.
#2: Mobile first website strategy
The next common trait we see across all of our client’s analytics, regardless of their size and scope of market, is the majority of their traffic is coming from mobile phones.
Google says their are now more searches conducted via mobile phones than desktops.
And Facebook proudly promotes the fact that over 93% of their traffic is mobile.
The web is mobile, period!
And your customers, regardless of the size or scope of your business, is more engaged on their mobile phone than any other platform.
As such, your business website should be built with a mobile first design strategy.
For the majority of businesses, having a mobile first website that generates more customers means displaying a call to action element above the fold on mobile screens.
Depending on your business objective, your mobile call to action can be a “Tap To Call” button or a form that pops up when tap a “Request Info” button.
But the call to action button must be visible above the fold on every page across your website.
And again, above the fold simply means what a visitor to your mobile website sees before having to scroll (or swipe).
#3: Speed: how quickly your website / mobile site loads
Finally, the speed and efficiency of your website is key factor in converting new customers for your business.
** Cool fact: you can now track website speed and load time in Google Analytics. In your Google Analytics account, go to “Behavior > Site Speed > Overview”. To get a better sense of your website speed over time, set your time period to compare to a “previous period” or even “previous year”. Here’s a screenshot of one of our clients showing an 11.77% improvement in page load time and 31.85% improvement in average redirection time:
If the majority of your website traffic is coming from Google or Facebook via mobile phones, then you know the attention span associated with that traffic is very short.
In fact, research shows that if your website doesn’t load within 6 – 10 seconds on a mobile phone, then you are losing customers before you even have a chance to show them your website.
Here’s an infographic from Kissmetrics that shows how long mobile web users are willing to wait for a website to load before abandoning the page:
Another interesting study conducted Akamai showed that for e-commerce sites, consumers get impatient when a website takes longer than 2 seconds to load, and that 47% of consumers expect a web page to load within 2 seconds or less.
In the same study, 52% of online shoppers said that quick website load times is key to their loyalty to the brand.
It’s not enough for your business website to just look cool. If that’s all you achieve with your website, then you pretty much have a cool looking brochure published somewhere on the web.
How much your website contributes to growing your business is more about performance and less about aesthetics.
- Getting found in search
- mobile first website design
- speed and efficiency
These are the factors that allow your website to grow your business.