Hands down, your company’s website is its most important marketing tool. Yet, it tends to take a backseat when it comes to innovation and iteration. After launch, it’s easy to shift focus and resources to external marketing channels — social media, blogs, news sites — rather than improving the performance of your site. However, companies can no longer afford to launch a site and move on to the next win. There are endless opportunities available to you to test and learn, providing your customers with the best possible product.
By maximizing your digital property, you’re able to yield insights into your audience and better target them with messaging that resonates. Most organizations struggle to be nimble enough to respond to customers, but their feedback ultimately leads to a better, more useful product.
Ask yourself, are you making the most of your website? Here are three major principles that enterprises can use to develop a cycle of iteration and improvement within your website.
1. Consider Search Engines as Users, Too
UX professionals and marketers may struggle to admit that SEO and UX are vital sides of the same coin, but the two disciplines overlap quite a bit. Search engines – especially Google – have evolved beyond old tactics like keyword stuffing and obsessive link-building to focus on user-centric ranking signals: page speed, bounce rate, time-on-page and more. In other words, Google now values user experience over links, keywords and other easy-to-spoof tactics.
When thinking of modern SEO, consider the user experience that Google wants to deliver to its own users. Google wants to serve up websites that deliver rich, valuable content that solve an immediate need – sounds like it should align with your website goals, right? SEO also provides valuable opportunities to test and improve website content. Google will make it clear if your website delivers on its SEO promises, which can help identify areas of your website that aren’t providing value to users.
Geoff Wilson is the President and Founder of Atlanta, GA-based 352 Inc. and an evangelist for his Barely Manage to Lead philosophy. 352 is a digital product development agency specializing in product strategy, user experience design, custom web development and digital marketing.