What does your website bring you? How many new customers were you able to generate via the website in the last 5 days? How many in the last 5 weeks? How many in the last 5 months? I keep meeting entrepreneurs or self-employed people who have a visually appealing and well-implemented website, but... : the website is then very often nothing more than a brief self-image of the company.
My questions are always aimed at the same corner: what use does your homepage offer you at all? Which target groups do you want to address with your website? Which pages do your potential customers prefer to land on? Which subpages are viewed the most? Which way do the customers go through your homepage? How long are they staying? What content is transported and what is still missing?
I have summarized the three most important things that I think you should know about your website. Once you have answered these questions, you can start measures to optimize your website that will really bring long-term success:
The right target group brings success
Target group analysis: for which target group(s) was your website optimized? While the question sounds simple, it's actually one of the most difficult questions for an entrepreneur or marketing executive. In most cases, the question has to be clarified outside of the WWW. The questions you have to ask yourself are: Who or what is my suitable target group? What does my ideal customer look like? Only if you have a good picture of your target groups can you align your internet presentation with them.
Why is there even one Target group definition so important? Quite simply: in recent years there have been many changes in the various markets - online and offline. The information age in particular brings with it sensory overload. This is also referred to as “information overflow”: your potential customers are overwhelmed with new products and innovative solutions. Here in particular it is important to select your target groups and to address and satisfy them in a targeted manner.- Website visitor analysis: what about the origin of the visitors, the length of stay and the search terms that were used to find my website? When was which page accessed and how often by which visitor? The following excerpt shows the number of accesses (visits) to a website from us within the last 4 weeks: this is of course only a simple overview, but it shows on which days more accesses took place and on which days how many hits were recorded.
website controlling
An online presence that is supposed to really bring something must be well thought out and strategically planned. And this also includes an analysis of the visitors in order to optimize the website again and again and to align it with the needs of the visitors.
Optimize the content of your website
content analysis: how good is the quality of my content? Am I really offering my customers the information they are looking for and expecting?
When analyzing the content of your website, you must again focus fully on your target groups and first research which content is really relevant for your target groups and potential customers. The Internet has now become the number one research opportunity for your potential customers, partners and employees. Most people use search engines for research and it is precisely these search engines that take the content of a website into account when presenting the results. With a good revision and optimization of the content of your website, you also indirectly do a search engine optimization. This optimization is also search engine advertising and helps you to get ahead in the different search engines such as Google or Bing.
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