Business Insights

Plan your website resource and schedule regular periods to optimise

You can't just publish your website, leave it and expect it to succeed.
Hamish Braddick
Published on
Imagine a website that’s published, left as is and expected to succeed.  Like a business, websites don’t work like that.

The number one reason websites fail is because they are forgotten about and neglected. Running a successful website is very much like running a successful business. It involves regular attention and ongoing improvements.

Inhouse vs partners

You need to find the right person or team of people to work on the ongoing improvement of your website. Decide whether to work on it inhouse or whether you will engage a professional.

Whether you handle it yourself inhouse or pay a professional, an investment is involved and you’ll need to decide which method provides the greatest return on investment (ROI).


How much time do you dedicate to improving your website?

We are often asked this and our answer is, it depends. It depends on how much budget you have available and how integral the website is in your sales and marketing process. To give you some ideas....

Minimal - 1hr per month
Average - 2hrs per month
Healthy - 8hrs per month
Go hard - 8 hrs or more per week


Key areas to optimise

The quality of your website is impacted by a few key areas you should focus on: your website’s ranking on search results, your customer’s user experience and conversions. When optimising your website, consider:

Mobile responsiveness 

Approximately 52.6% of web traffic originate from mobile devices. Ensuring that your website looks great and works well on mobile is important to guarantee a smooth website experience  and inspire conversions among your customers. 

On-page SEO

To ensure that customers can quickly find your website on search engine results, maintaining and monitoring your website’s SEO is essential. Your website’s structure, internal and external linking patterns, use of keywords, as well as quality and quantity of content determine your website’s search engine discoverability.

Page loading speed and navigation

The longer it takes for your website to load, the easier it becomes for your customers to hit the close button. Having a quick page load speed and easy navigation are critical to ensuring a smoother user experience for potential customers who visit your website. 


Pathway to purchase

How many clicks does it take for customers to find a product on your website? If you’re running an eCommerce store, it’s important that customers can find the products they’re searching for within four clicks or less. 

Having a simple and easy to navigate website structure shortens your customers’ pathway to purchase and optimises your website for conversions. 

Hamish Braddick
Published on