Having a website for your business isn’t a cutting-edge strategy. Even a decade ago and earlier, people already knew that a business site had great potential for bringing in new leads and growing your business.
However, a website that’s a powerful lead generation tool one day can become outdated and all but useless after a few years pass.
But that doesn’t mean you have to start from scratch each time the online landscape changes – you have a website that’s been around for a while and is probably ranking high on several important keywords in your niche.
Problem is, that traffic is probably not converting very well, considering that your website is quite old and, to be frank, doesn’t look nearly as good as some of your competitors.
Well, making your website relevant for today’s customers may seem like a tall task, but it’s actually not that difficult to get started and to achieve significant results relatively quickly, even if you don’t currently have an SEO service that you can rely on.
You just need to figure out what your biggest assets are and then make sure that you’re using them to their full potential.
Ready to get started? Then read on below.
Determine Which Pages Generate the Most Traffic
Before you go out and start revamping your website, you must first determine what your priorities should be.
Since content is a big part of any website and rewriting it will take quite a lot of time, you need to be able to prioritise the pages that generate the most traffic and thus have the most potential to bring you results.
You can do this by logging in to your Google Analytics platform and looking at the pages that receive the most visits each month. You will also be able to see the keywords that your pages receive the most traffic from so that you can evaluate which ones are typed in by your best prospects.
You should also look into the pages themselves – look at the content and see if the page has in-depth information and how can it be improved.
Since your website is (presumably) at least a few years old, it might be ranking for a few competitive keywords already. Once you know the pages that have the most potential, it’s time for the next step – making those pages relevant and poised for increased conversions.
Rewrite Old Posts
Posts that are at least a few years old are all but guaranteed to be outdated – almost all fields change quite rapidly, so the information that was fresh and relevant just a few years ago is now likely obsolete or at least incomplete.
That’s why you’ll need to gradually rewrite the content on your website so that it contains all the necessary facts and is updated according to new developments in your industry.
What’s more, the quality of the content might need to be improved as well.
Content that was considered good before may not meet the required standards anymore – nowadays, most businesses have a blog, so just posting content isn’t enough. Your articles and blog posts need to be better than most others if you want Google and your prospects to take it seriously.
But how can you improve your content?
Well, the first and most straightforward step is simply increasing its length – by adding more sections and more value, you’ll not only make the piece of content more useful to the reader, but you’ll also achieve more credibility in the eyes of the search engines, which can help you maintain or even improve your rankings.
Today’s search engines use length as an essential factor, so if your articles cover more key areas of a topic than the competitors, it’s likely to rank higher.
Keywords need to be taken into account as well, but not in a way that you might think. Search engine algorithms have learned to recognise most cheap SEO tactics such as keyword stuffing, so you need to make sure to maintain a natural flow and insert a diverse range of keywords and phrases only when they fit.
Finally, you should enrich your content with both inbound and outbound links – by linking to your own and other websites that have relevant and valuable content, you’ll be showing Google that your content is well-balanced and covers the topic in depth.
Make Your Website Mobile Friendly
Having a responsive website is no longer optional. Mobile devices will account for 79% of internet traffic in 2018, so if you’re not providing a seamless and convenient experience for users using mobile, your website is doomed.
But what exactly is a responsive website?
Well, in short, it’s a website that can adapt to any device’s screen size, presenting the information in a convenient and easy-to-read way that’s also simple to navigate.
Google’s recent algorithms have begun targeting websites that aren’t optimized for mobile, so if you don’t want to start losing your rankings for keywords, it’s important to find a website design provider who can help update your site as soon as possible.
Use Branding Elements
A simple, generic website might have been good enough in 2005, but today, prospective visitors won’t trust it to make a purchase.
You need to make your website look professional and design it according to your brand – that includes not only your logo and other visuals but also colour schemes and even fonts.
Having a strong brand presence online can help your company become more recognisable online and increase trust in the eyes of your customers, which are essential factors when you want to turn your organic traffic into paying customers.
Include Social Media Links
Finally, you can’t ignore the importance that social media marketing has on success online.
Just because people come to your site, doesn’t mean they’re ready to buy immediately – a significant part of today’s consumers need to be engaged by a brand before they’re ready to purchase.
That’s where social media comes in.
If you’re able to direct your site’s visitors to your social media pages, you can engage them through different types of content, showcase your expertise, and help them overcome their hurdles.
This way, a random visitor to your site can, over time, become a loyal customer who will stay with your brand for years to come.