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What to do if you're not making a ROI from your website

Posted by Bethany in Optimisation | September 2017

You thought your company’s new website would be the catalyst for your next period of growth, or at least encourage it. You’ve spent a lot of money on a cutting edge, state-of-the-art website. Despite this you’ve still found yourself scrambling for leads, falling behind on sales targets or with your hand beside the phone, wishing it would ring more often.

Like any great product, a website needs careful planning, detailing and consideration for the user. It requires analysing, testing, updating, maintaining and developing.

 Businessman looking at laptop in his shop

Is the platform right for your business' needs?

A car with flashy alloy wheels and leather upholstery sure looks great, but if it doesn’t drive, then it doesn’t serve its main purpose and you’ll (quite literally) get nowhere. A car is built with the intention to be driven – everything else just makes driving it a more pleasant experience.

How does this relate to my website? If, for instance, your company offer tailor-made products or services, how helpful is an E-Commerce website really going to be?

The answer is not at all. One way or another, you’ll need to make contact with your client to discuss their requirements, so your website should be encouraging visitors to get in touch rather than spend their money – for the moment at least. At Bespoke | Digital Agency, we offer entirely bespoke web development, optimisation, audits and workshops, so our website has no option to purchase our services.

Refining your platform

We can now order a taxi by talking to our iPhone or take a photo without touching it, but we still enjoy the simplicity of using an iPhone to make a phone call. Note that, the most successful multi billion dollar companies such as Apple still continue to tweak the operations, functions and designs of their already hugely successful products and software. If they sat back following the launch of the very first iPhone, they’d soon see their competitors surpass them as the market leaders. Tweaks, improvements and fine tuning of websites (rather than iPhones) is known as Conversion Rate Optimisation, which involves analysing your users’ experience with the aim to improve their customer journey.

A website that matches the goals of your business is key to setting a good foundation. Assuming that you’re happy with the build of your website and you’re confident that it matches your business’ goals, let’s address the reasons why it doesn’t seem to be taking off anytime soon.

Start reaching your website's goals

Once your car is on the road, it doesn’t necessarily mean plain-sailing. A car needs topping up with fuel, regular health and security checks – just like your website.

One of the first things to consider is content. What already exists on your website and what doesn’t? What is going to help a visitor to your website make a decision about making a purchase or getting in touch?

If you get a lot of questions about your products or services; your website should have the answers that your customers are looking for. If you haven’t already, it’s time to conduct some research to find out exactly what your customers are searching for and how that compares with what they are finding when they land on your website.

Your meta titles, descriptions and landing page copy should reflect what you find in your research – it’s not only going to keep potential customers on your website for longer, but it also gives search engines more information to scan, meaning that you’ll become more visible in search results.

 Writer blogging for a website

I'm already posting lots of content

If you’re already posting lots of content and struggling to see its value, it’s worth readdressing the nature of your content. How targeted is it, for instance? 

By ‘targeted’, we mean content tailored specifically to match the identity of your usual or average customer, designed to evoke a response that results in more conversions.

There’s a reason ‘content is king’ – many in fact. But understanding your customers and tailoring your content to resonate with them and their experiences are the first steps towards a successful content marketing strategy.

Targeted content goes beyond your users’ age, gender and location. Rather, look at their general behavioural traits. If customers tend to ask a lot of questions and deliberate before making a decision, your content would need to be in-depth and assuring enough to reflect this. For an E-Commerce website, if your product tends to be of low-value or lacks ambiguity, you’ll find that your customers want the checkout process to be as simple and straightforward as possible.

For instance, if you are in the process of booking a holiday you’ll probably have a lot of questions; regardless of your age, gender or location.

Share your stuff

Don’t sit back and hope for the best. You’ve worked hard to produce content that you believe will relate to your customers – so make sure it gets seen! It’s time to prioritise which channels you think will reach your customers. Social media is a great tool for promoting content on a tight budget – but it might not work for your brand. Experiment with different channels such as Outreach and PPC; even though these require an initial investment, with a bit of testing and refining may bring in a greater return than you ever expected.

If you feel like you’ve stretched your options and you’re still struggling to see the value in creating and sharing content – it may be that you’re not optimising them.

Web Optimisation

You might’ve heard about SEO (search engine optimisation) or ‘optimised content’, but what does it really mean and is it worthwhile? In Digital Marketing, Optimisation refers to the process of refining your website content to help internet users find you. If you’re investing time into creating quality, unique content and going to lengths to increase it’s exposure, then optimisation is definitely worthwhile. According to Hubspot, the top 5 results in a search engines receive 75% of the clicks, and optimisation has a huge part to play in helping your website rank higher in search results.

 Person typing into Google Search engine

I'm already optimising my website

When it comes to optimisation, it’s common for companies to assume that one optimised page will help them to reach their traffic or sales goals. Your optimisation efforts might be inconsistent, perhaps hit-or-miss; but there’s also more to it than that.

In attempts to satisfy huge internet algorithms through playing by the rules set by the likes of Google, the worlds of SEO and Content Marketing have changed drastically in the last 10 years, and will continue to change in the future. This is where it is important to hire digital experts, that are up-to-date with the latest industry developments and ever-changing algorithms.


Hire a digital expert

If you’re looking to hire a team of digital experts to work alongside your in-house team, get in touch on 01772 591100 and boost your website’s ROI.

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