6 ISSUES FOR JUST £6 Subscribe to Business & Professional Life today CLICK HERE

10 tips to make the most out of your business website

PUBLISHED: 11:50 06 April 2017

(c) denizbyram / Thinkstock

(c) denizbyram / Thinkstock


Prestbury Marketing give 10 suggestions on how to nuture your website and what it can do for your business

The chances are that if you are reading this and you either work in a business or run a business yourself, then that business will have a website. The possible exceptions might be if your are just starting out, your business is very small or you consider that the internet is not important to your business (I know hard to imagine, but some people still think that way).

Far too many businesses though fall into the trap of thinking “thank goodness for that” when they finish their website and consider it a job done. That might be the case when you produce a brochure – after all you cannot change a brochure once you have had it printed, but this should most certainly not be the case with a website. We would urge you to think of it more as the start than the finish. In many respects websites should be thought of being a little like painting the Forth Bridge – it is never finished (although having decided to check our facts it turns out that even painting the Forth Bridge finished at some point).

So if you accept our argument that you should regard your website as never being finished what exactly do we suggest that you should be doing to/with it.

Here are our top 10 suggestions:

1. Check your Google Analytics

The amount of information and insight that the free version of Google Analytics provides is quite remarkable. It allows you to understand how many people are visiting your website (whether that number is increasing or decreasing), how they found your site, how many pages they looked at, what they looked at and much much more. If you don’t have Google Analytics on your website we would strongly suggest you get your web company to add it. Even if you don’t look at it now, from the point it is added it is compiling a history for you that you can look at the future.

2. Ask yourself what is the Google Analytics telling you (or for that matter, ask us to do that for you)?

It can for example help guide you on what aspects of your marketing are working best for you. For example if you are running a direct mail campaign or perhaps doing a door drop, does this lead to an increase in the amount of direct traffic to your website. What proportion of your website traffic is coming from social media – anything less than 5% and it is worth looking at more closely. Where is your most engaged web traffic coming from and where are you losing visitors? These are just some of the questions you should ask yourself.

3. Is your website mobile friendly or to coin an industry phrase – responsive?

Google announced in February 2015 that from April of that year it would start to penalise websites that are not mobile friendly by ranking them less highly in searches on mobile devices. If you are at all unsure whether your website is mobile friendly or not, then Google have a free to use tool where you can check your website – you can find it here.

Aside from the rankings though, there are other compelling reasons why you would want your website to be mobile friendly. Firstly and perhaps most obviously you would want your website user experience to be as good as possible regardless of what device they were using wouldn’t you? Google Analytics also tells you what your bounce rate is (the bounce rate is the percentage of people who arrive on one page and leave the site immediately), not just overall, but also by device. A “bounce” could in certain circumstances be good, for example – I look at a website for a telephone number and I find it straight away. Most bounces though are considered bad and you should be looking for the lowest bounce rate possible. If your website is not mobile friendly you will usually see a higher bounce rate for tablets and an even higher bounce rate for mobiles.

The good news about responsive sites is that most new sites will be built as a responsive site and the days when it cost more to have your website built mobile friendly are long gone.

4. Look to see whether there is a correlation between web traffic and business levels.

If there is, then this might increase the argument for doing more to drive traffic to your site e.g. more social media, pay per click etc – at least on a trial basis to check that this also leads to an increase in enquiries and business levels.

5. Keep your site fresh

It is generally well accepted that Google and other search engines, “like” websites that are regularly updated. It is one of the reasons that we write blogs like these, although they are also a great way through social media of driving traffic to our site. Even if you don’t blog, there are other ways of keeping a site fresh, adding testimonials or case studies are another good way.

6. Check whether your site is secure

Aside from the fact you would not want your site hacked or enquiry data stolen, Chrome announced last year that they would progressively highlight to users the websites that they considered to be not secure. If you look at an insecure website (ours included but we are taking steps to address this), Chrome will currently show an “i” in a circle next to the address in the browser, which if you click on it will show that the website is not secure. Later this year they will make this much more prominent with a red warning bar, that is likely to have a damaging effect on the traffic that visits your site. Fortunately it is not very difficult to change your site from being http to https, which is what is required to make your site secure. You will also need a security licence. Your web company will be able to quote to do this or we can direct you to firms that can help with this.

7. Measure what you can

Google analytics will tell you a lot about how your website is performing but you also need measures in your business as well. Make sure that all enquiries are logged and that new enquirers are asked how they found your business, then monitor this information and ensure that you calculate the amount of business that the website generates and that you can gauge how well web enquiries convert compared to others.

8. List your websites on other websites

Look for opportunities to list your website on other websites, as this can be a good way of driving traffic to your website that might not otherwise find you. Make sure that you set up a Google My Business listing, as it is free and will help you be found even when people are searching for your type of business rather than your name. A glance at our referral traffic so far this year, found that 3 people already this year had come to our website via our listing on the Cheltenham Chamber of Commerce website. PR activity that leads to online articles can also sometimes include links to your website.

9. Consider Search Engine Optimisation (SEO)

SEO is where you, or someone on your behalf will make changes to your website to make sure that you rank highly on searches for the terms that you want to be found for. Large organisations that drive a lot of traffic to their site and get a lot of business from it, can spend thousands a month on this. A one off exercise though, costing hundreds rather than thousands can highlight changes that you can make to your site that will improve its ranking. We usually suggest this is done as part of building a new website.

10. Consider paid for activity to drive more traffic to your website

If your website is performing well and you are generating business from it, then it may be worthwhile considering paid for activity to boost the amount. There is a huge variety of ways this can be done, but Google adwords (pay per click), boosted Facebook posts or online advertising are some of the most popular. The great thing about any form of online marketing is that it is highly measurable. Could you also do email marketing or e-newsletters to prospects to drive even more traffic? It is crucial though to make sure that you ensure your website is working well before you start spending money on driving more traffic to it.

Hopefully we have given you some food for thought with this blog, but if it all sounds a bit daunting or you don’t have the time or expertise to carry out this work, then that is what we are here for. You can contact us via our website www.prestburymarketing.co.uk


Welcome , please leave your message below.

Optional - JPG files only
Optional - MP3 files only
Optional - 3GP, AVI, MOV, MPG or WMV files

Please log in to leave a comment and share your views with other Cotswold Life visitors.

We enable people to post comments with the aim of encouraging open debate.

Only people who register and sign up to our terms and conditions can post comments. These terms and conditions explain our house rules and legal guidelines.

Comments are not edited by Cotswold Life staff prior to publication but may be automatically filtered.

If you have a complaint about a comment please contact us by clicking on the Report This Comment button next to the comment.

Not a member yet?

Register to create your own unique Cotswold Life account for free.

Signing up is free, quick and easy and offers you the chance to add comments, personalise the site with local information picked just for you, and more.

Sign up now

More from Cotswold Life

Fri, 16:43

Find a fabulous gift for everyone with Whatley Manor’s monetary vouchers.

Read more
Thu, 14:59

One lucky reader could win a pair of tickets to see Ella Mills, founder of Deliciously Ella, at Calcot Manor as well as two signed copies of ‘The Plant-Based Cookbook’

Read more
Thu, 13:19

Get out and enjoy seasonal celebrations with a Cotswold twist

Read more
Thu, 11:20

People travel from far and wide to visit the Cotswolds at Christmas. We’ve compiled 24 reasons why you should join them.

Read more
Thu, 09:13

Alleviate the stress of hectic Christmas preparation and endless shopping trips with a festive afternoon tea in one of these gorgeous Cotswold settings

Read more
Wed, 10:23

The weekend is fast approaching and for those still deciding how to spend their Friday through to Sunday, we pick 5 of the best ways to spend your weekend in the Cotswolds

Read more

If you’re looking for things to do in the Cotswolds this month, we have gathered plenty of events for you to pop in your diary

Read more
Tue, 13:40

Hundreds of participating National Lottery-funded visitor attractions across the UK are saying ‘thanks’ to people who have raised money for good causes by buying a lottery ticket, including a number of venues in the Cotswolds

Read more
Tue, 11:58

Crispy, frosty days and perhaps even a dusting of snow, winter is a magical time in the Cotswolds. If you’re thinking of tying the knot during this beautiful season in the region, here are six winter wedding ideas to help you start planning your special day

Read more
Tue, 10:28

The hotel in Forest of Dean, Gloucestershire is offering free lunch or afternoon tea for the first ten that book for December 19

Read more
Mon, 12:40

“We’re looking forward to lots of festive fun this Christmas festival and hope to welcome lots of people to our town.”

Read more
Mon, 12:09

A perfect gift where rest and relaxation is required.

Read more
Mon, 11:40

Applications are now open for a new competition that will give people from Gloucestershire the chance to see their food and drink products or ideas appear on supermarket shelves across the county

Read more

Do you remember that glorious childhood feeling of utterly, utterly losing yourself amongst the words of a story? Lucy Mangan certainly does. Katie Jarvis meets her over lunch at Calcot Manor to delve into the little-known stories behind some of our childhood literary favourites

Read more

Newsletter Sign Up

Sign up to the following newsletters:

Sign up to receive our regular email newsletter

Our Privacy Policy

Topics of Interest

Food and Drink Directory A+ Education

Subscribe or buy a mag today

subscription ad

Local Business Directory

Property Search