For smaller business, your website can be the key to your success. A website is cheap to create and run, and having a high quality site that looks fantastic and performs well can allow you to punch above your weight in your marketplace. If you are looking for a way for your business to grow and expand, one of the best ways to do it is through your site, so here are some important ways to do it.
Working with the right platform
If you are hoping to grow your business through your website you need to be confident in the platform that your website is based on. It may be the case that you originally chose your website platform without thinking too much about the long-term future. This could mean that you opted for a simple website builder that created a decent-looking site, but lacks the features to allow you to expand easily.
It could be the case that you will need to make the decision to change over to a more scalable platform. There are plenty of options out there, so you need to take the time to learn about their strengths and weaknesses. For example, it may be the case that you want to have a great deal of freedom with the look and feel of your site, but want a familiar and easy-to-control CMS. In this case WordPress could be a fantastic option for you.
For those who are looking to expand their ecommerce site, it’s a good idea to choose a platform that is optimised for making online sales. Tailor-made for ecommerce, Magento is designed to convert at a high level and can be perfect for businesses that want to expand quickly. Be sure to host the site with a made-for-purpose platform, such as the solutions available at specialists Wirehive.
Invest in SEO
If you are serious about creating a business that is going to grow and make money for you in the long-term it is vital that you should begin to invest in SEO. Where you sit in the rankings of Google and other search engines plays an enormous role in your website’s ability to be successful – it can be the most beautiful site ever created but if it is not getting traffic then your business cannot grow.
You might assume that as a smaller business you won’t have the budget or size to compete with large organisations. But there are many strategies you can use in your SEO campaign including targeting specific and niche terms, allowing you to rank highly.
Paid advertising can be valuable
One of the downsides in investing in SEO is that it can sometimes take a long time for you to see the benefit from your hard work. SEO is a slow process where your website builds up authority and status over time, but for many businesses that need to see a return from their website as soon as possible, this is problematic.
This is where pay-per-click (PPC) advertising can be useful. PPC is far more immediate than SEO, the moment you start paying for your place at the top of the rankings you will get visitors to your site. This can be a great way to get a win in the short term, as the money you pay in advertising will reap immediate rewards.
However, it is important to note that you once you start using PPC – for example, on Google or Facebook – it can get you into a cycle where you are having to constantly spend this money on the clicks to keep the business rolling in. PPC is best utilised as a part of a broader marketing strategy and only used to help you make up shortfalls.
Be mobile friendly
As far back as 2016 it was revealed that more than 60 per cent of web searches come from mobile devices. So in 2018, you would imagine that it couldn’t be an issue that companies would have websites that aren’t mobile friendly. Unfortunately, however, this is the case. Many small businesses aren’t putting enough work into the mobile versions of their websites.
If you run a small company you may work from desktop computers and therefore all of the time that you see your site will be in its desktop format. But remember that with a majority of searches coming away from desktops, you need to be putting a focus on how your site looks and performs on mobiles and smaller screens.