Judging by the websites I encounter during my work, many are under-optimised. Which means there is extensive scope for improvement, which means they could do more for the businesses that own them.
Many websites appear to have been created some time ago, by an outside agency, plonked down on the web and left to fester. Such websites can be spotted by their misjudged positioning, missing SEO elements, ancient blog posts or ‘news’, references to summer when it’s autumn, misspelled or grammatically incorrect copy, low or non-existent Page Rank and minimal links pointing to it.
These websites are sad creatures, attracting few visitors, making no sales, converting nothing and generating no leads. The money invested in these websites is wasted. The return on investment is £0.
Optimising existing assets
In the current economic climate, it strikes me that many businesses need to evaluate their web presence, and consider how it might do more. Now is the perfect time to tweak existing assets into useful, profitable tools.
The web is an amazing place that offers a wealth of potential. But websites need to work hard to compete among the billions of other websites. Websites that are just dumped on the web will do nothing but take up space, cost money and gather e-dust.
Optimising websites is simple – you just need to know how. Most websites require a few key changes and some work off-site to get the ball rolling.
Managing your website
I believe that any business that wants their website to do more should start by appointing someone to be Web Manager, or Web Lord, or whatever they prefer to be known as. Give your Web Lord some time to regularly think about your website. Take some of their least favourite tasks away from them so they have mental space to think creatively about web marketing.