Since many people go on vacation during the summer months, you may find yourself with some free time. This is the perfect opportunity to finally get to that to-do list that has been accumulating tasks. Your website is your 24-hour sales rep and should reflect your business in a positive light. This will entice people to reach out to you and convert into new business.
Here are our tips for updating your website this summer.
Scan through your website and evaluate how easy it is for people to contact you. Your contact information should be visible on every page whether it is in the header, footer or within the sidebar.
A contact-us form is also useful as it is a quick and easy way for customers to connect with you.
Is your website equipped with Google Analytics? If not, it should be. Installing Google Analytics can provide you with a number of insights to see where your website is performing well and areas that could use improving. At VA Partners, we use Google Analytics to monitor our website visitors, how they are finding us and which pages are converting.
If you are already using Google Analytics, there are still areas to improve. We regularly scan through the referral sites and add the spammy sites to a segment called exclude spam. This allows us to generate more accurate reports that do not include bot sites.
We also regularly analyze the data to better understand how we can improve our website’s performance. We look at how people are finding us and how long they are staying. We regularly work new keywords into our content so that we can rank better for what people are searching for.
Create a Content Schedule
Have you been telling yourself that you are going blog regularly, but just haven’t gotten around to it because of your busy schedule? This summer is the time to make things happen. Give yourself an hour or two to sit down with your team and have a brainstorming session related to content ideas.
Here are some things to consider for your brainstorming session:
- What topics would appeal to your target audience?
- Which blogging formats would you like to use?
- How often do you want to publish content?
- Who will be contributing to your blog?
At VA Partners, we post to our blog 3 times per week. These blogs are rotated between our 5 team members. Our content calendar is updated regularly and we have our blog topics scheduled up to a month in advance. This helps us to not feel overwhelmed searching for something to write about. One person is in charge of updating the content calendar and reminding the other team members when their next blog will be posted – this usually happens the week before.
You could also consider revisiting old blog posts and updating them with the most recent information. When you are going through these blogs consider the following:
- Does it include an eye catching image?
- Do your images include alt tags?
- Is the information organized under clear and concise headings?
- Does it include a call-to-action (CTA)?
- Does your title include your intended keyword?
- Is your keyword included within the body of your blog?
- Does it include a meta description?
Revisit Your Social Media Strategy
When creating or revising your current social media strategy ask yourself the following questions.
- Which platforms is your target audience using?
- What do you have time for?
- How often do you want to post?
- What kind of content do you want to share?
Many believe that it’s important to be present on all social media platforms. We believe it’s important to be active only on the platforms where you can engage with your audience. That the best platforms for B2B seem to be Twitter and LinkedIn. Facebook, Instagram and Snapchat are better for the B2C community. Take some time this summer to re-evaluate your strategy and assess where you should be focusing your energy. Create a schedule for posting and stick to it! Keep track of your posts using your newly created content calendar.
Consider using this time to update your team member profiles, or create profiles if they don’t yet exist. Include an up-to-date photo, background information, professional achievements and certifications. It’s likely that potential customers will visit your team page to learn more about who they will be working with. Use this page to wow them!
Update Downloadable Assets
One of the items on our to-do list this summer is to review all of our downloadable assets, update any outdated information and add any new and useful content. This allows us to provide the latest information to the individuals downloading them from our website. If you don’t provide any downloadable assets on your website, consider creating some. This is a useful way to collect lead information.
Creating white papers, guides or infographics can seem like a ton of work, but it doesn’t need to be. Curate your future blog posts to assist in the creation these downloadable assets.
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