On a scale from 1-10, how effective is your website when it comes to generating leads for your business? This is a great question to consider if you’re thinking about launching a new website.

Taking time to consider the impact (if any) your website is making on your current business development efforts, defining weak spots, and identifying potential opportunities will pay huge dividends when it comes to optimizing your new site. But where do you start?

2 Essential Steps for Relaunching Your Website To Drive More Business

Here are two steps you can take to ensure your new website is making a greater impact on your bottom line:

1. Make sure your content is rooted in the challenges and opportunities of your target audience.

Nothing will cause a website visitor to abandon your new website quicker than the feeling that you don’t really understand them. You want people who visit your website to feel like you know them and that you are uniquely equipped to help them overcome their specific challenges.

This is a great way to get your business development team involved in the process. They should know your target audience better than anyone else. They understand the challenges before them each day.

Key Takeaway: Make sure your messaging is built around the pain points of your audience. If you’re having trouble defining your messaging, invite your sales team to provide feedback on the things they hear from prospective customers.

2. Create multiple calls-to-action to provide the appropriate next step.

Most businesses don’t have products or services that a website visitor can instantly buy without evaluating the product or getting approval from other decision makers. If your sales process lasts longer than three seconds, it’s important to provide multiple calls-to-action on your website that invite visitors to take the appropriate next step. You want to get those visitors to become leads, leads to become customers, and then customers to become promoters—but you can’t serve them the same CTAs to accomplish those different goals.

Key Takeaway: Create multiple calls-to-action that provide ways for people to express interest in your business based on where they are in the buying process. You might invite visitors to download a free resource or sign up for your newsletter. You might invite leads to read a case study or contact your team for more information.

If you’re thinking about relaunching your website, taking time to consider these two steps is critical for ensuring the changes you implement make a difference for your bottom line.