Growing a website is a complex, step-by-step process where every detail matters. But many tasks can be simplified with automation and modern tools that analyse traffic, collect data on potential customers, check your site and monitor competitors.
"Running a website diagnosis and audit yourself"
A site's proper performance depends directly on regular technical audits. An audit includes the following tasks:
— Checking the number and quality of backlinks and the reliability of the sites they're on.
— Checking which of your pages are indexed by search engines.
— Analysing metrics (domain authority, marketing, directory listings, domain age, etc.).
— Comparing the number of relevant pages with your closest competitors.
— Checking page URLs, titles and meta tags for target keywords.
— Analysing domain and hosting information. Use a whois service and a speed test to check page load times (a page should load in no more than 3 seconds).
— Checking that robots.txt, the file that guides search engine indexing, exists and works properly.
— Monitoring HTML validity. You can find and fix errors with the W3C Validator.
"How to organise your online marketing with SE Ranking"
SE Ranking is a cloud service for SEO specialists and marketers. It lets you analyse your own site, monitor competitors, track rankings and backlinks, generate traffic reports and run semantic keyword analysis. Extra options let you create a single branded interface and move all the tools to your own domain at no additional cost. The built-in "Marketing Plan" feature helps you optimise content, track the results, monitor search rankings and regularly analyse your site's growth. The system generates a summary report with current tasks that you can then assign to staff.
"Parsers in the service of SEO specialists"
Parsers automatically search for and collect information from search engines. They let you track competitors' price changes, compile product lists, analyse HTML page data, find SEO errors and more. Google Sheets and Netpeak Spider are considered the most convenient tools for parsing (scraping).
"Analytics as a tool for promoting a business online"
Launching a website without analytics is like walking around a dark room in sunglasses. To set it up, you need to add the analytics code to your site, define goals and add UTM tags. You'll then see visit statistics and understand how people find you. The metrics analysed fall into several categories:
— traffic;
— conversions;
— revenue.
Together they give a full picture of your site's profitability, showing its strengths and areas for improvement.
"How to be the first and only company a customer calls"
About half of all online deals are closed over the phone. But you can improve this figure with automation tools and by training staff in customer support. If you eliminate missed calls, sales can grow by 15–25%.
A large share of incoming calls are lost when:
— The line is busy.
— The call comes outside business hours.
— The user couldn't figure out your website and find your contacts.
— No one answered.
— The customer confused you with a competitor in search results.
— They didn't like talking to the operator.
By eliminating these problems, you can achieve significant results and not lose a single potential customer.
To handle incoming calls properly, take a number of steps:
— Get a multi-line toll-free number. It should be easy to remember and appear in search results right under your company name.
— Introduce shift work for operators. With a 2/2 or 3/3 schedule, someone will always be at the desk, even on weekends and holidays.
Set up an answering machine to record calls outside business hours. Remember that different countries have different time zones, and a customer in another time zone may want to use your service.
— Return missed calls within 24 hours. The sooner you call back, the lower the risk of losing a sale.
— Train your operators. They should be polite and respectful and guide the customer towards closing the deal.
"Live chat: pros and cons"
Visitors to your site may have questions that are best answered in real time. That's what live chat is for. This simple, convenient channel builds your company's reputation, increases audience loyalty, improves conversion and collects information about visitors. But it requires an operator who's constantly on duty and responds to messages instantly. If you can't provide round-the-clock live chat, it's better to use other ways to contact customers: a contact form, callback requests, etc.
"Competitor analysis and affiliate marketing as ways to promote a website"
To improve service quality, companies often analyse their competitors. Evaluate partner services and competitors' websites: do you like the design, is the interface convenient, how easy is catalogue search, how does customer support work? Use the data to create a summary table and analyse your own site. This will reveal your gaps and help you improve service quality.
"Quality website copy: uniqueness and semantics"
When creating your own content, remember that it should be:
— unique;
— interesting;
— written with users' search queries in mind.
Before you start writing, run an SEO analysis and build a semantic core of keywords. Then write a detailed brief for the copywriter with the text parameters you need. You can check articles for originality with services such as Copyscape, Unicheck and others.
"Automating SEO processes with Serpstat"
You can monitor and track changes in your site's search rankings with the Serpstat cloud platform. It's designed to automate SEO monitoring and analytics. Its broad functionality lets you build a semantic core from keyword research tools, adjust your site structure accordingly, analyse how your brand ranks, draw up a plan to reach the top and track competitors' changes.
"Building a customer communication system for online and offline retail"
Communicating with your target audience differs greatly between online and offline sales: consumers trust products from the "shop around the corner" much more than an online store's range. Still, most retailers recognise the need to move sales online, since online shopping grows more popular every year.
Launching a new sales channel and moving into online retail requires thorough preparation in several stages:
— Opening an online store, listing products on marketplaces and creating social media profiles.
— Defining and studying your target audience and creating a customer profile.
— Creating a USP (unique selling proposition).
— Developing quality content: not just ad copy but useful articles, fun images and more. Visuals and photos should be high quality — that makes promoting your product or service much easier. Your followers will form an opinion of you based on what they see. Describe your products as fully as possible, post more photos and a complete list of specifications. Comments, reviews, discussions, shares and recommendations to follow your page show how your audience responds. The more people read your posts, the greater your reach among your target audience.
Still, it's better to leave all this to professionals: for example, contact the Cyborg Studio web agency, and we'll build your website and take it to the top of search results. Call us at +380 67 250 60 02, and we'll develop an individual promotion strategy for your business.
