Is Your Website A High-Performer? 4 Key Factors and what you can do about them

In 2020, digital marketing is not just a nice to have – it is a necessity.

Over the last 25 years, the internet has blown up in ways that corporations and consumers would never have dreamed.

Think about it . . . ten years ago would you have believed that you could order Frosted Flakes on Amazon.com and have them delivered same day?

The web has become a staple of modern life. Consumers expect high quality sites and high performance. Their attention spans are shorter and the internet means you are now competing with every other business in your area for the same pool of customers.

Your potential clients are online. They are searching for you and trying to find your products/services.

A high performing website is key to attracting their attention and turning those prospects into customers.

What is a high performing website?

A high performing website pretty much does what it sounds like it does – it provides value/return on investment for your company. A high performing site reflects your business model and produces tangible results for you .

Typically, that breaks down into two functions:

  1. Attract new customers or clients to their business
  2. Provide a call-to-action that provides some sort of lead generation for sales staff to use to generate new business.

Unfortunately, this is easier said in a blog article than done for most businesses.

What most business owners come to realize is that getting cold traffic to ‘convert’ or opt in and engage your company online is incredibly difficult.

It’s not enough just to have a website.

It has to be the RIGHT KIND of website.

Your site needs to speak to your audience in a way that resonates with them. You have to provide a sense of who you are as a company (tell your story and display your brand. Your businesses site needs to keep up with constant changes and back end updates for SEO. If those things weren’t enough you also need to make sure your site is user friendly across multiple devices too!

In other words, a high performing website can be broken down into multiple categories:

  1. Branding & Content
  2. Visuals & Design
  3. Functionality & User Interface
  4. Search Engine Optimization (SEO)

Branding & Content

What is your company’s story? Do you stand out amongst the crowd? It is highly important for your company’s digital marketing efforts that potential customers know not only know what your company does, but also who you are.

Having a clear, purposeful brand identity allows users to quickly and clearly understand what your company is about and how you are better than the competition.

Along with clear meaningful content, users are more likely to engage in websites that provide a unified message – making branding and content a very important part of web marketing.

Some ways that can indicate a good use of branding and content for a high performing website include:

  • Your company website has set branding standards
  • Your content is well written and clearly explains the company’s purpose and mission statement

Visuals & Design

How well you visually present your company and its brand can make or break your digital marketing efforts.

People are visually motivated. You’d like to think that a prospective client wouldn’t judge you based solely on how your website looks – but they do.

When it comes to new leads, you only have 5 seconds to make a lasting impression.

You have 5 seconds to convince a site visitor to contact your business.

With proper, cohesive design, your website will stand apart from the competition, appeal to your target market and inevitably lead to higher conversion rates.

Some indicators of good visuals and design for a high performing website include:

  • Your website uses complementary colors and are presented in a clean, clear manner
  • Your website uses a web-friendly font typeface for all text- making it clean and clear to read on all computers and devices

Functionality & User Interface

A great website dives beneath surface appearances and pays attention to function and usability.

Positive user experience is crucial. You want to make sure that your site works across multiple platforms and browsers seamlessly.

Providing users with a positive, intuitive experience that works on multiple platforms encourages engagement, helps boost conversions and leads to higher rankings and visibility within search engines.

It is important that users feel at ease when navigating your site – negative experiences will cause a potential customer to leave your site and find someone else.

Some indicators for a functionality and usability on a high performing website are:

  • Your website is easy-to-use and users have no issues finding desired content
  • Your website is mobile-responsive and is mobile-optimized – meaning that users can view and use your website via smartphone devices and tablets.

Search Engine Optimization or SEO

In many respects, a website is only as good as it’s rankings on Google. If your site doesn’t show up when your customers and prospects are searching for you, you don’t have a high performing site.

This is one of the most time consuming pieces of your site and one that requires constant maintenance.

Rankings and search engines are volatile.

Without strategy and expert execution, it’s almost impossible for any one person to stay on top of all SEO variables.

By adding certain elements to your website, search engines are more likely to rank you higher for desired searches – allowing for more traffic and potential lead conversions.

Some indicators of proper SEO:

  • Your website uses basic SEO guidelines, such as meta descriptions, meta keywords and title tags
  • Your website has an XML sitemap that has been submitted to search engines

Not Sure If You Have A High Performing Website?

Sometimes, knowing if your website is meeting current standards can be a bit tricky.

A top-of-the-line site built a few years ago may not cut it today. These things change all the time.

That is where Andromeda comes in. Our web development engineers have developed a Website Assessment Scorecard to key you in on whether your site is a true high performer.

In it, we break down your website based on the 4 main areas above:

  • Branding & Content
  • Visuals & Design
  • Functionality & User Interface
  • Search Engine Optimization

Once your website is assessed, we provide a score to you with a customized action plan.

If this sounds like something you’d be interested in, fill out the form below and we can get things moving!