It’s natural to assume that, once you’ve spent months building a brand new website, you will start to see a massive spike in traffic and all sorts of new customer inquiries. Moreover, most people assume the website will just run itself, without needing to be updated for how the web really works. We recently spoke with James Todd, a senior web designer at a branding agency one of the top Mississauga SEO companies in Ontario, for his insights on what to do when your boss gives you a hard time about your website’s performance.
When we first met with Todd at a Toronto-area bar, he wasn’t in the best of spirits. “My company website was not doing so well regarding getting traffic,” says Todd. “Moreover, my boss was on my case all the time about making changes to the site design and functionality to fix the situation.”
That’s when Todd took matters into his hands. Even though his boss didn’t know where to start, Todd had some good ideas of where the initial design went wrong. First, it took some acknowledging that six months spent meticulously designing and building the site may have gone off-track. Based on that experience, Todd points out a few steps and watch-outs for other web designers out there.
First, says Todd, make sure your website uses “responsive design.” That term may sound a bit cryptic, but it just means that your website looks as good on mobile as it does on the desktop. “We’ve reached a tipping point, where at least 50 percent of your website visitors are viewing this site on their mobile device,” Todd points out. That means making links easier to click, pages faster to load, and adopting the scroll and swipe functionality that’s easy for mobile users to read your site.
Second, says Todd, make sure that you’ve integrated your website with your overall digital presence. This sounds obvious, but it’s something he and his web team overlooked. They spent months designing a beautiful website but forgetting about social media. So Todd quickly went and made sure that all corporate blog entries could be shared to Facebook, and that the “About Us” page included all the social sharing icons – Facebook, Twitter, Instagram, and Pinterest – for his business.
Finally, Todd re-thought his approach to video. After studying some of the user reports on his website, he found that visitors were spending the most time watching product videos from the company. “This was an easy fix,” Todd told us. What he did was create a new “Gallery” page that hosted all the company’s event videos, some of which featured local Toronto celebrities. And he made sure that all products also had links to matching product videos when available.
What’s amazing is that Todd started to see improved results in just weeks. Suddenly, thousands of his company’s Facebook fans were visiting the site. People were sharing his company’s videos so frequently that he set up a separate YouTube channel just to host them. And he heard from customers who were impressed with the new mobile-friendly layout.
“All of a sudden, my boss seemed happy to see me each day,” says Todd. “I no longer dreaded being called into his office in the morning.” And it all started by just re-thinking the digital behaviors of his company’s customers. That’s a lesson that any company can put into motion to get more website traffic.