How do you know whether or not your website is earning its keep?
The following video discusses the key performance indicators (KPI) small businesses should consider using to determine if their website is getting the job done.
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Is it time to fire your website? Hi, I’m Dean Mercado of Online Marketing Muscle and what I’m getting at here today is understanding the key role of your website and knowing whether or not your website is doing what you need it to do for your business. In essence, what I’m talking about is a concept called “key performance indicators,” KPI. Typically for most of the businesses that would be watching this video, businesses that I work with, the main KPI of their website is leads, lead generation. You might send a ton of traffic to that website, the main purpose of the website is to convert that traffic into a prospect for you. Whether that’s through them filling out a contact us form, or them filling out their name and email address for what we call an ethical bribe, that’s something you’re offering them for free in exchange for their contact information, them filling out your estimate request form—that’s your website converting traffic into leads. When we look at your website’s KPI, what I’m going to challenge you here to do is to figure out how many leads a month you want your website to produce for you? Now, your website produces you a lead, you could then either get on the phone with that prospect, you can email back and forth with that prospect, or however your sales process happens from that point. The intent is, without those leads, it’s hard to make sales. The job of the website, the key performance indicator, often is not traffic. Traffic is the input that your website needs to do its job. When I say traffic generation, I’m usually referring to tactics such as SEO, social media, those are tactics to drive the traffic to the website, but once you get them to the website, the main job of that website is to convert that traffic to a lead. The key performance indicator, once again, is all about, it’s a measurement, all about telling whether or not your website is doing what you need it to do. In some industries I work with, a key performance indicator of 30 leads a month is a good number. That may be a good number for you, if you’re watching this. What you need to figure out is how many leads you expect your website to deliver for you. When your website is not delivering that number, you need to ask why? Is my website getting the inputs it needs? Is it getting enough traffic? Because the output that I’m expecting is leads; if the website is not producing what I need, then I need to take action, marketing action to drive better traffic and to do a better job with how I position the content, position my calls to action, what copy I write on the site. All those play into whether or not my website can convert that traffic. Is your website earning its keep? Big question, what’s your key performance indicator for your website? I’d love to know. Here’s for Dean Mercado and Online Marketing Muscle and here’s to your success.