FROM planning to creation, the process of building a website is never finished and must be an on-going process according to digital specialist The Consultancy.
The company, which has been providing online solutions for over ten years, is urging companies to prioritise their websites and continuously improve their functionality and image.
Richie Thornton, Director of The Consultancy, said: “There are two main parts of a website, aesthetics and technology. It’s important to realise that customers’ expectations are constantly increasing and you should be continually rising to meet those expectations or risk falling behind.
“A website should be constantly evolving, whether that’s through new products and imagery or new processes and ordering systems.
“You should be visiting and evaluating your own and your competitors’ websites every couple of weeks. If it’s just a static page, very few people will be revisiting your site to view your products or request an order.”
But keeping your website up to the pace of your company shouldn’t be the only priority.
Richie added: “Nowadays we are dictated to by technology, meaning we must quickly address how people are using websites and react to it.
“You need to know how a user reacts to your website, where your customer wants to access the website and, depending on industry, what their ordering and shopping habits are.
“Mobile-responsiveness is key to this and your website should be accessible by all handheld devices as well as a desktop.”
To find out what works best, The Consultancy suggests using analytics tools to track the functionality of your website.
Richie continued: “Analytics is a website owner’s best friend and is perfect to see exactly who’s viewing your site and how.
“It’s also key to finding out important information, do you have high bounce rates? How do people find your website? How long are they staying on your website and where do they go after they visit your site? This way you can amend any problems and capitalise on high referrals from particular platforms.
“Lastly, your website should be tested, tested and then tested again. It should be functional and you should be continually asking for feedback from users.
“It’s so easy to fall into the trap of building a website which is visually pleasing but doesn’t achieve the job you want it to. You also shouldn’t let your website get old. It’s not like a car – you don’t use it until its defunked!
“You need to have the ideology of a continuous improvement to your website and online activity.”
If you’re struggling with online activity or would like a Digital Appraisal from The Consultancy visit: www.theconsultancy.co.uk or call 01429 239 689.