Creating a Website Growth Strategy

Contents

A quick note about ‘growth’

When I talk about website growth, I don’t necessarily mean expanding the website, adding more pages, and increasing the overall size of the site. In this context, website growth is improving your website so that it aligns better with the goals of your business and your target audience, making it a more effective tool for business development. And if you want website growth, you need a website growth strategy.

What is a website growth strategy (and why is it important to have one?)

A website growth strategy is a plan to increase a website’s traffic, engagement, and conversions through strategic additions and changes to the website.

Using your website proactively can be a powerful way to get more enquiries and nurture your business growth. But without a deliberate website strategy, it’s all too easy to become preoccupied with endless adjustments and lose sight of the ultimate goal: generating more qualified leads.

Whilst I do recommend updating your website frequently, it’s also a good habit to step back every six months, taking a holistic look at your website and strategy.

Preparing to create your website growth strategy

Set some measurable goals.

Before you can put your website growth strategy together, you need to identify goals. Don’t try to do too much all at once. A website is a long game: focus on one main goal, then maybe a secondary goal or a ‘nice to have’.

And make sure they’re SMART goals: Specific, Measurable, Attainable, Relevant and Time-bound)

Here are some examples:

➡️ Increase mailing list sign ups by 50% by the end of the first quarter

➡️ Regularly be receiving two quality enquiries per week through your contact form in 6 months’ time

➡️ See a consistent increase in organic website traffic every month in 2024.

Not too long ago I wrote about understanding the visitor journey through your website. As you think about your website goals for the upcoming year, and start to formulate your website growth strategy, the journey of your ideal client through your website needs to be at the centre of your strategy.

Figure out your current strengths and weaknesses

When it comes to website improvements, everything generally falls into two separate categories: Visibility and Credibility.

Visibility is the amount of traffic coming to your website – you can have the best website in the world, but if nobody is seeing it, you won’t get the results you need.

Credibility is the website itself – it needs to position you as the high-value expert you are. This is where design, wording, social proof and user experience need to shine. There’s no point getting caught up in SEO and driving traffic to your website, if the website itself is discouraging potential clients from getting in touch.

Deciding which area you need to focus on will also inform your website growth strategy.

Get your analytics in place

How will you know if your website growth strategy is working 6 months down the line? Hopefully, you’ll know it’s working because you’ll be starting to achieve the measurable goals you set for yourself.

But you should probably also see an upward trend in traffic and engagement when you check your website analytics. If not, your analytics should help you to identify bottlenecks in your strategy.

If you haven’t already got website analytics in place, now is the time to get it set up. Google analytics is the standard (and free) option, but if you prefer a more user friendly, privacy-focused option, I like Plausible Analytics (this isn’t an affiliate link, I just think they’re great!).

Ideas to implement your website growth strategy:

You should now have an idea of the area or areas you need to focus on in the upcoming months. Here are some things you might want to do to carry out your website growth strategy:

Keyword research

What are your potential clients searching for on Google and why? Is there a lot of competition for keywords or phrases you’re considering targeting? How will you use the keyphrases – should you build out some specific service pages on your website which target a keyphrase, or is it more suited to a blog post?

Collecting contact details

When people land on your website, they might not be ready to invest in your services immediately (this is why you need to consider the buyer journey of each website visitor).

Give them a reason to sign up to your email list, so you can send them occasional resources or newsletters, and stay top of mind. You might want to consider providing a free resource in exchange for their email address – just make sure you let them know you’ll be contacting them in the future if they download your resource!

Improve your user experience

Get someone who’s never seen your website before to look through it – watch them as they do it. What draws their attention? Where do they click? What do they miss? You could gain some valuable insights from this about how people engage with your website on their first visit.

Start a blog

Yep, I’ve said it so many times before, but blogging is amazing for both website visibility (finding strategic keyphrases will get your articles showing up in search results) and business credibility (well-written, valuable and thought provoking content builds trust, and proves that you’re an expert in your field). Read more about the advantages of blogging.

Improve the visual design

Does your website look a little… DIY? Does it look great on desktop, but the mobile and tablet version need some tweaking? Maybe it’s time to invest in a redesign by a professional web designer, getting some professional photos taken, or getting your logo, colours and visual branding revamped.

Take a look at my small business website packages if you’re interested in a website redesign.

Rethink your website copy

If visual design is what creates that positive (or negative) first impression, it’s your wording and messaging that actually sell your services. And you know what? It’s really hard to write about your own business! We tend to get caught up in explanations rather than focusing on our services and how they can help people.

Speaking to a website copywriter can help with this – they might be able to provide a copy audit, or if you have the budget, go for a full re-write by a professional.

What to do next:

Once you’ve decided on your goals, the areas of your website you need to focus on, and how you’re going to do it – it’s time to put your plan into action!

If you’re not comfortable diving into your website yourself, doing keyword research, and making changes, then you should be working with a web designer who will do that for you. Arrange a meeting with them to talk through your website goals for the upcoming months, and chat through your website growth strategy with them.

If you have questions about anything in this article, feel free to reach out for a chat with me!

If you’re wondering how to generate more leads and enquiries through your website and you’d like my support, I offer one-to-one website consultations to help you develop a strategy for improving your website.

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