The web is constantly changing and evolving. Whether it’s in response to macro environmental factors, shifting market demand or new universal web design standards on accessibility, it’s something that develops over time. Your website should never be ‘done’ or there’s a very real chance that you will stagnate and begin to lose business. The start of a New Year is the perfect time to put in place a review of your website and make plans for updating it as we move into 2020. But where do you begin to make sure that your site is up to scratch in the new year?
Do An Analytics Review
Start with what your data is telling you. Analytics are the main key to the health of your website and will allow you to see exactly how your marketing efforts are working. Is your traffic coming mainly from organic search, through Facebook, as a result of paid-for ads? Keeping an eye on your analytics can also help to nip any issues in the bud before they develop.Instead of saving up all your pain points until a complete website redevelopment is necessary, you can tackle them as part of ongoing maintenance. Assess your current marketing strategy and develop your plans to focus your resources in the areas which bring most return on your investment.
Have A Content Audit
Content marketing should be a part of your business strategy, and focusing on creating quality content is a must in order to make many gains – from search engine optimisation to converting prospective customers into fans of your brand. In the rush to create content, many businesses begin churning things out without enough thought or making time to go back and revisit the stats after they’ve hit publish. Looking back on what you’ve done and creating a content audit is a really worthwhile task for the year. The knowledge you gain means that you can shape a stronger content strategy for 2020 and beyond. Opportunities can come through creating new content or just updating and repurposing things you already have, plus you can streamline your site by getting rid of content which no longer serves a purpose or just hasn’t performed well.
User Test Your Designs
If you’re in the market for a design update to your website, then working closely with a local web design company can help you to evolve your site, but make sure you allow time for user testing within that process. Even if you think that you’re following best practice and creating something that is both functional and beautiful, your users may not agree – so never assume you know what they are thinking. Eye tracking, website polls and other forms of website testing are really valuable for giving this insight, especially if you have areas where you want to direct people further down a sales funnel or have a specific conversion goal in mind. Make sure that you also test on mobile devices, as you’re likely to be receiving a lot of traffic from these sources.