For many businesses, the website plays a critical role in driving leads and converting sales. That’s because prospects tend to do their homework, either before or after they talk to you, by visiting your website.
And if your website does a lousy job of communicating a compelling offer and value proposition, then your sales will suffer. I doubt that comes as a surprise to anyone reading this. We all know our websites are important, yet we don’t hold them accountable to the same high standards as our sales teams.
For example, do you regularly review the performance of your website to ensure it’s meeting your target goals? Do you have a website performance scorecard? If not, let’s walk through a simple four-question performance review that you can use to evaluate your website.
Google Analytics is great for tracking website visitor behavior, but if you also receive phone calls, then you’ll need to set up phone call tracking to measure the number of calls from your website. Once you set up call tracking, then you’ll be able to see how many calls came in from your website, and from which marketing channels (SEO, SEM, TV, radio, print ads, etc.). When you combine phone call data with website goal data, you’ll see a more complete picture of your website performance.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.