At Cantilever, we work directly with lots of Marketing Managers. As they juggle budgets and search for new revenue opportunities, they are tasked with ensuring their organization’s website is not only a true reflection of the brand but is providing value to the broader bottom line. Our lead strategist, Andrew Heins, offers these helpful website checks every Marketing Manager should know.
Business Alignment
As the new year has gotten under way, your organization may have shifted some priorities and doubled down on others. Maybe you’ve entered a new market, are offering a new service or want to appeal to a new audience. Make sure you’re keeping pace with these changes by growing your website—from content to tools to structure—as you grow.
Performance Across Browsers
As you know, browsers aren't one size fits all. It’s always a good idea to look at your website on Chrome, Safari, Firefox and Microsoft Edge to make sure performance is even and there are no bugs standing in the way of a great user experience. And don’t forget about browsers that are gaining popularity like Vivaldi, Brave and Opera.
User Experience Tracking
Make it a point every week to log into your Google Analytics and make sure you’re tracking metrics of user experience and performance that impact your marketing efforts. Traffic source data, engagement rate, conversion rate, average session duration and user location all provide valuable insight. Doing a quarter by quarter analysis of the data will only help you create a better user experience on the front end and improve your numbers behind the scenes.
Content Strategy
Businesses need room to grow, whether in their physical space or their online presence. But growth takes planning. So, if you haven’t already, develop a content strategy for how your website will be updated this year in support of your organization’s goals for growth. It may be adding new sections, like a blog or a recruitment page. Or a sitewide content refresh to better represent your evolving brand
A website can be a Marketing Manager’s greatest asset, but only if it’s poised to perform and deliver a return on investment. At Cantilever, we can help ensure yours does everything possible to drive more business and make you look like a hero. In fact, our Cantilever Diagnostic is the perfect place to start. Let’s talk!