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‘Comment’ - Five steps to improve your website
Step 1 - review what your website is delivering for you
It is easy to lose sight of the fact that the reason you have a website is to deliver results. It's aim might be to support your business through marketing or direct selling; or - more usually - a combination of both. Hence, the first stage of improving your website is to review what those aims are - they can often change over time. Be as specific as possible; think about things like audience profile, what stage they are at in interacting with you (prospective, new or past customer) etc.
Having reviewed your aims look at how your website is performing against each of them. Try to use real numbers (sales figures, numbers of leads generated etc.) as well as your own subjective view (and direct customer feedback if possible). One problem we often see is that sites perform well in educating and informing prospective customers, but then fail to convert those leads in to contacts or sales - so look out for that.
Having reviewed what you want your website to achieve and what it is achieving, our next 'Comment' will look at the next step - reviewing your search engine position...
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