Improving Your Website’s ROI

You need to routinely evaluate how your website is performing.  Just like you would with any employee. 

Don’t just throw money, or hours of labor at the Internet and hope for the best.  

A Basic Website Review & SEO Audit

To improve your website’s ROI (Return On Investment) you can perform a simple website review and SEO (Search Engine Optimization) audit. 

You can do this review and audit with the info I’m going to provide in this and the following articles.  However, you could also hire Market Street to guide you or to simply do one for you. 

Getting Found & Being Useful

Photo by baranco1

The purpose of a website review and SEO audit is to help your website have the best chance of getting found.  Once found online, the content also has to be truly useful to your target audience. 

Being found useful is crucial, because this leads to viewers sharing your info with other like-minded people and coming back for more.   Otherwise, the viewer forgets about you and never refers you to anyone, which then restricts your outreach and growth potential.

Being found useful creates an affinity between you and the viewer.  This affinity leads to engagement and active referrals.  Ideally, you want to develop fans, not just readers.

Define Your Target Audience

Most people hate to do this because they don’t want to leave anyone out.  That’s not what we are doing, we aren’t trying to exclude anyone. 

What we are trying to do is to connect and communicate much more effectively with our best viewers by defining the “perfect” audience member(s). 

BTW:  It’s not like marriage.  You can have more than one “perfect” audience member.  We frequently do this to help target various obvious segments of your audience. 

Keep in mind that each of the “perfect” targets will talk to their friends, and other like-minded individuals will naturally find you via searching online as well.

Don’t just target “All adults over the age of 40” for your lawn-care service blog. 

A better selection might be:
Adults with higher than average income, living in upper-class neighborhoods, with larger than average lots, that currently subscribe to Home & Garden magazine, get their clothes dry cleaned regularly, and are members of the “Wine of the Month” club.    😉

Review Your Market

Your marketplace or audience may have changed since the last time you looked critically at your website.  Talk honestly with your current patrons, clients, customers, customer service providers and your sales or outreach professionals.  You may find that you need to redefine your target market or the services and information that you provide.

Don’t assume you know what the marketplace is doing.  Ask people and get data to back up, or disprove those assumptions.  

Establish Your Baseline Data

Look at the current stats about your website traffic – this will become your baseline data.  Much of it may surprise you, some of it will be obvious, all of it should be taken with a grain of salt.

If you aren’t currently collecting data, start now.  It’s just like the old saying about planting trees, the best time to do so was 10 years ago, the next best time is right now.

If You Confuse, You Lose

woman showing frustration while looking at laptop screen

Lawn Care Example: 
Imagine that you have tons of great content about grass types, fertilizing, proper watering, when to mow, etc…  Do you want to remind the person viewing this content that you also shovel snow and de-ice driveways? 

Nope.  You and I both know that they will want you to do this, but, now isn’t the right time to bring it up.

Right now your viewer wants the perfect lawn, or to get some decorative plantings put in.  Bringing up your snow removal service is literally the farthest thing from their mind. 

Bringing up a topic at the wrong time causes “cognitive dissonance”.  It interrupts the train of thought and leads to feeling a bit confused.  When a website viewer gets confused they are more likely to leave and go somewhere else.

Don’t confuse your audience, keep your messaging timely and focused.  Don’t interrupt their train of thought or overload their short attention span. 

Tech Talk:  Data collection/analytics can be confusing too.  Especially if your website isn’t using a single web address.  Examples: “” or “”.   To an analytics report these are 2 separate websites and can make seeing the “big picture” more difficult. 

NOTE: With our website even if you type in the “” you’ll be taken to the “” address.  This ensures that all of our analytics are drawn from one source, making interpreting the data much easier and effective. 

Don’t confuse the search engine or your analytics reports, take all viewers to one website address.

Be Trustworthy

Don’t put out spam content.  Once you have created the impression that you are distrustful you will not get that person back on your site, they simply have too many other choices. 

Avoid using click-bait titles in your articles.  Sure, it’s OK to use trending terms and topics just as long as the content backs up the title or subject line with info that is relevant and meaningful to your viewer.

Tech Talk:  In the world of tech, being trustworthy means having an SSL certificate on your website.  This feature proves that the connection between the viewer and website is secure. 

Websites with an SSL certificate installed cause the web browser to show the address with a little padlock to the left of it.  

Websites without SSL certificates often come up with warnings from Google chrome’s web browser declaring the lack of a certificate, this usually scares most viewers away immediately. 

You can get a FREE SSL certificate for your website with Let’  Having an SSL certificate installed increases your website’s “trust metric” with search engines like Google and improves your search ranking.

Don’t Slow Them Down

If your website has barriers to entry in order to get to the content, it’s going to greatly reduce the effectiveness of your marketing and outreach. 

People have hundreds of choices for their time.  Many of those choices may be less frustrating than viewing your website.   Make sure that everything loads quickly and the information presented serves its purpose.

Websites with faster page loading speeds are ranked higher by Google and other search engines.

Don’t Put Them Off

Is your website one of those that pops up a message immediately upon landing and asks you to fill out a form?  Don’t do it. 

Seriously, don’t do it.  Even if you are offering a discount or a free e-book full of incredibly valuable advice, resist the temptation. 

You absolutely have to show that you have something of value to provide before you ask for anything

Wait until they’ve read a page or two, maybe even wait until they’ve come back to the website for a second time. 

Why?  Because the viewer doesn’t know if they even want the discount, or if they should be on your newsletter mailing list.  You are asking them to go steady with you before you’ve even finished your first cup of coffee together.

Let the viewer choose to give you their information.  Ideally, after they have spent time engaged with your website.  This creates a much higher quality connection and a much better potential lead.  This is simply because they have opted-in of their own free will and not just given in to a nagging pop-up screen.

You could even avoid the whole nagging pop-up thing altogether.  Put a nicely styled link to your discount, newsletter, or e-book in the sidebar, embed it inside your article, or put it automatically at the end of every page on your website like we do here… 

Can We Help You?

Contact Us if you want to improve your online presence, grow faster, be more effective and efficient online.

We will get you noticeably better results. We can teach you how to properly make new content and perform routine maintenance on your various Internet properties, or we can do it for you.

If you want, our Online Business Management service will manage your online presence for you, maintain social media, do content updates & creation, website software updates and maintenance.

Who We Help

We focus on small to mid-size organizations.  Past examples have been a 1-person entrepreneur growing their retirement nest egg, small town communities, school districts, churches, non-profit organizations, and a nationwide organization with 100 people on staff.

If you don’t have an in-house expert, we want to help – Market Street is here for you.

What We Do

Our online business management services, in-depth training, coaching and comprehensive real-world consulting will help you grow, adapt online, work smarter and more efficiently and effectively.

Market Street also makes easy-to-use and highly effective websites that help you get the word out and engage with your audience. Your content can be text, photos, graphics, audio recordings, and even videos.

Experienced Advice

Market Street has 25+ years of experience consulting in the tech world and online marketing.  We know how to manage the numerous behind the scenes details to get you better results.

We are always learning, reading and researching, testing and trying out new strategies, tactics, processes, software and solutions so you don’t have to.

Contact Us – we can help you!

Photo of author

Author:  Scott Cannon

I help people use their website and social media more efficiently (getting better ROIs) and effectively (spending less time).

I've been helping NPOs & businesses for over 30 years as a technology consultant.

Let me help you too!
Contact me