This is part 2 in a 3 part series, you can read part 1, the importance of planning for success here.

For your customers and prospects, your website is the window into your business and it works for you 24/7 without a break or without asking for a pay rise or a bonus. For people who don’t know you, it drives their perception of who you are, what you and your business stand for and contributes towards their decision on whether they want to do business with you (or not).

If you walked into a shop and the décor was tatty, the service was shoddy and the room was badly lit you’d probably walk out. Why do you think it’s any different in the online world?

For prospects who find your site through search, new contacts who want to check you out after a meeting /exchange of business cards and current customers/clients who may need continued reassurance, the look and feel and user experience of your website is important as is the quality and relevance of the page content.

10 factors to help raise the visibility of your website and improve conversions. Click To Tweet

There are many factors to consider that will help raise the visibility of your site, persuade people to re-visit and improve your conversion rates, here’s 10.

1. Choose your website designer wisely

There are plenty of web designers and web developers around but it’s important that you find the right one for your business. Ask around for referrals, check out each web developer’s own website and their recent portfolio (do all of their designs look the same?), read client reviews and if possible speak to some of their existing clients. Then get a quote and a timeline and make sure to tell them that you want the website optimized for the search engines, e.g.:

  • Search friendly URLs
  • Relevant page titles
  • Content that’s built around a primary key phrase
  • Inviting meta descriptions
  • Page headers
  • Images Alt Tags and relevant file names
  • The appropriate schema for your market sector/business

It’s a busy world out there and anyway you can promote a positive signal to the search engines has got to be taken.

2. Make sure to add Google Analytics tracking code to your site

Ensure that you have Google Analytics enabled on your website. It’s free and can be added quite easily. You need to sign up to a Google account and Google provides you with a piece of code that your webmaster can add to the pages on your site (or blog).

With Google analytics added you can track visitors to specific web pages on your site, identify where those visitors have come from, how they moved through your site, any actions they took (downloaded an eBook), how long they stayed on your site, what pages are popular (or not) and the list goes on. The analysis of this information is very useful for tweaking your web content or identifying content for future development.

The recommended route to add Google Analytics to your site is through Google Tag Manager.

3. Link your Google Analytics to the Google Search Console

The Google Search Console (formerly known as Google Webmaster tools) provides additional information on your website that you’ll find useful. It ensures Google can access your content and helps your site stay clean from spam or malware problems. It provides a little more information on key phrases than Google Analytics does and allows you to see the inbound links to your site. Even if you don’t use it, it’s really helpful for your web developer. Bing offers a similar service.

4. Set your domain to HTTPS

Hyper Text Transfer Protocol Secure (HTTPS) provides users and websites with a more secure online experience as the data between your browser and your website is encrypted. It’s been the norm for e-commerce sites for a while but now the search engines are pushing users in this direction and Google has gone on record to say this is now a search ranking.

If you do think about implementing this (and you should) then have a chat with your web developer or hosting company and I’d recommend if you intend launching a new site soon that you default to https:// from the start.

5. Host your site securely

Your website will need to be hosted somewhere. Many web companies can do this for you but make sure their systems are secure and that you have easy access to move the site in the future. Your website can be hosted anywhere, independently of the web development company but from an SEO perspective if you’re a UK based business, host your site in the UK.

6. Focus on your mobile audience

Mobile search is on the increase and having a mobile-enabled website is a ranking factor in mobile search results. According to Google, 51% of users who use their smartphone are more likely to make a purchase.

So if you’re in the process of getting a new website built think first about how it looks on a mobile device rather than a desktop and if your developer says otherwise, get a new developer. Once it’s up and running keep a check on your Google Analytics reports.

7. Create strong Calls to Action

This is when you explain to your web visitor what you want them to do after they arrive at the landing page. Make it clear and concise and don’t offer too many options (Think about one primary and one secondary) e.g. register for our online newsletter and call 01234 56789 today for more information on how we can help grow your business etc.

8. Add social share icons

When a visitor lands on your web page or blog you should encourage them to share your interesting content with their social networks, helping to distribute your content to a wider audience. Social share icons added to these pages make it easy for this to happen.

9. Blog for success

Blogging regularly helps attract visitors to your website, helps search rankings and can establish your business as the Go To resource within your industry or sector. And the bottom line is that blogging can help increase leads for your business and improve conversions.

But blogging is not a short-term fix, it takes time and it can sometimes be difficult to convince people that by putting the time in, they will reap the rewards. So for all of those who doubt the power of a blog post here are two statistics from a recent Hubspot survey of businesses of varying sizes for you to consider:

  • Companies that published 16+ blog posts per month got almost 3.5X more web traffic than companies that published between 0 – 4 monthly posts.
  • B2B companies that blogged 11+ times per month had almost 3X more web traffic than those blogging 0 – 1 times per month.

So there is a definite correlation between the number of blogs posted and the number of web visitors you receive. So it also stands to reason that if you’re not blogging then you’re missing out on that potential traffic.

Another way to look at it is this; Once your website is up and running it’s unlikely that you’ll continually amend it. You’ve added descriptions of your products and services and those won’t change (much). However, many people may need to solutions you offer but won’t be typing the names of your products and services into the search engines, so how will they find you?

Blog posts provide you with a way to describe your products and services in a way that is more appropriate to the search terms your potential customers are using. Even with the billions of searches undertaken every year, Google says that 15% of search terms have never been used before.

If your business doesn't have a voice to raise itself from the homogeneous masses how will you get your message out there? Click To Tweet

10. Understand the buying process

Only 5% of first-time visitors to your site are in buying mode or ready to make a decision so make it as easy as possible for those people to do business with you, don’t ask for too much information on your online forms and have your contact details on every page of your website.

Make sure you have plans in place to try to engage the 95% of visitors who won’t buy (yet) but may do so in the future. Offer them the opportunity to sign up for your enewslettter or blog, offer an ebook or access to a webinar in exchange for their email address so that you can nurture those leads towards a sale (remember to comply with the GDPR). Implement a Remarketing campaign through the Google Ads platform to remind your web visitors of how you can help them as they continue to search through the internet. But mostly just make sure your website has great, customer focussed content, looks good and is easy to navigate, then there’s more chance that they’ll revisit.


Your website plays an important part in your marketing success but cannot be viewed in isolation. Your website may be the ultimate destination for your prospects but how you drive traffic to the site, what you want them to do next when they get there and how you improve conversions needs to be considered in the overall plan.

If your marketing isn’t bringing in the results you want then you need to talk to us. We work with business owners, directors and heads of department who need help to develop their marketing strategy and implement their marketing plans.

Call today on 01803 413481, email

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