How to measure the success of your new website.

4 Steps to take before you start building a new website.

Too many companies base the success of their website on how it looks and don’t truly consider how to measure the success of their new website. In this modern age, where we can measure and analyse so much of our marketing on the web, this is such an archaic way to think.

With so many free tools available on the website, it is easy to get a good insight into your existing website and to discover what is working well, what is not and what, with a few tweaks can be significantly improved.

Below are our top 4 tips on what to do before you call a website design agency or a marketing agency to look at developing a new website.

1 Establish your current conversion rates.

Use Google Analytics to measure current successes. Generic starting point measurements are the average number of visitors to the site per month, per year. The average length of time they spend on your website.

“What about the average number of pages per visit?”

Personally, I don’t like this one. It’s much better to see how long they spend on the website. If they go to a page on your website and it gives them the information they need, that is much better than visitors having to click round the site trying to find the answers. A correctly designed website should not force the visitor to hunt for information, it should be displayed in an easy to digest form. Of course, we should encourage visitors to explore further, giving deeper, more meaningful information to encourage them to spend longer which also builds trust by demonstrating your experience and expertise.

2 Measure enquiries

If you don’t already, start to measure the number of email enquiries you receive from the website. How many per week, per month. This is something we will want to improve when we develop the new website.

If you can measure telephone enquiries as well. As calls where they got the number from. This can be slightly tongue in cheek, as it does not always mean they visited your website, but a number to measure against is better than just a total guess.

Another tip here for later is to analyse the enquiries. What is being asked or said? Do we need to answer some of these questions on the website to actually separate the wheat from the chaff? So the enquiries we do get are of the highest quality and not just quantity? It can be easy to get blinded by the analytics and strive for more and more enquiries but dilute the quality. You may not have the resources to wade through loads of email enquiries to find the valuable few.

3 Where does your current traffic come from?

Look at where your current traffic comes from and goes to. Does it come from natural search? Or is it from social media? When we redevelop the website we don’t want to cut off this follow of traffic so make sure the articles, pages, blog posts that drive this traffic are kept intact and are available on the new website.

Take a look at Google Search Console, this gives us insight (more than Google Analytics) into what keywords are driving traffic to our website. It tells us the phrases that we appear in search results for and how many times each one of those phrases generates a click to our website. There is probably a lot of keywords in there that you will want to improve and a few places up the rankings for a few keywords can more than double traffic to a website when done properly.

4 Set up targets for the new website.

So you now know where you are, we now need to choose a destination. Set realistic targets of what you need the new website to achieve. Targets that will justify and deliver an ROI on the investment in producing a new website design.

But remember, the bigger the targets the more the design and build of the website is likely to cost. So make sure the ROI remains and is acceptable.

Once you have this information, a creative web company can start to come up with ideas to achieve those targets. They can use knowledge from previous jobs and industries to migrate to your industry to deliver those ROI’s you require.

If you need help with your existing website or are thinking or redeveloping your website, then feel free to get in touch. We don’t employ sales people, so you can chat to us without any pressure about your needs and aspirations. Ask us about our Free 49 point website checklist, that help you identify the good, the bad and the ugly on your existing website.

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