When was the last time you evaluated the impact your website has on your ability to generate new business?

This is a question I ask every entrepreneur or business development professional before they launch a new website design project. In many cases, someone will reach out asking for help with redesigning their website, because they feel like it’s outdated. Other times, they’re prompted by the fact that their largest competitor just launched a shiny new site.

Whatever the case, I always encourage leaders to take a step back and consider the bigger picture. Design, user experience, content—all these things are important. But, if you don’t take the time to consider them in context of how they impact your bottom line, you’ll still be dealing with the same problems.

How to Optimize Your Website to Improve Bottom Line Performance

So, how do you ensure your website is optimized to truly make an impact on your bottom line? Here are a few important things to consider:

  1. Make sure you’re able to track people through the buying cycle. In today’s digital world, your customers are already halfway through the buying cycle before they ever talk with a sales team member. And, your website plays a key role in that journey. With today’s inbound marketing and automation technology, you have the ability to track everything a potential customer does on your website. Making sure you have the proper systems in place on the back end is critical for building a website that impacts your bottom line.
  2. Optimize the user experience in each stage of the buyer’s journey. More than likely, your prospects will visit your website multiple times before they become a customer. The first time, they might download an infographic, because they’re looking for helpful information. The more they learn about your company, the more interested they become, so they might download a case study. Then, they might watch a video demo. Making sure your website includes all of these elements in a way that makes it easy for potential customers to find them and take the natural next step helps you create an ideal user experience.
  3. Include testimonials and case studies as much as possible. Your potential customers want to know you can help them. Testimonials and case studies are the best ways to communicate that you can. According to a recent survey, 84% of people trust online reviews as much as a personal recommendation from a friend.

A new website certainly isn’t a silver bullet that will solve all of your marketing and sales problems, but it can certainly have an impact on your bottom line. And, taking the time to think through each of these areas as you evaluate your website strategy will go a long way in making sure that impact is a positive one.