Source: Forbes Business Council

Perhaps you’ve been neglecting your website and branding. Your website hasn’t been your No. 1 salesperson or lead generator, and now you’re in the position where it is going to have a direct effect on business.

The COVID-19 pandemic has changed the way companies operate. Business owners are thinking outside the box to respond to social distancing regulations, and everyone is scrambling to go digital. Companies that relied on live events, storefronts or in-person experiences are pivoting to web-based strategies to stay afloat.

The story of humanity is that those who adapt survive. Our world is going through a digital transformation, and those who prepare and act quickly will be able to ride the wave.

My team and I regularly work with major corporations and Fortune companies seeking to improve their online presences and succeed in the virtual marketplace. I have found there are certain telltale signs that a website or web strategy is holding a business back. If these apply to you, it’s time for an upgrade before your profit margin gets eaten away.

 

Here are the top three indicators your website could be hurting your chances of success:

1. Your website doesn’t capture the essence of your company.

Continuity is essential for branding. When a user visits your website, you have a matter of seconds to convince them to stay and engage with your content. It is important that your website design, interface and content all match the look and feel of your in-person services or events.

Use your website to create an immediate impression with users, and have a clear user journey and calls to action in mind for each section of your site. In today’s business climate, your website should be your best salesperson and should create an experience in and of itself. If your website exists just “because it should,” you’re missing out on a critical marketing and sales opportunity.

2. Your site isn’t interactive.

Audiences that are used to interacting with your product or service live may be hesitant to engage with your brand digitally. In general, people stick with what is familiar and comfortable, so even if they loved you in person, they may need to be convinced to love you online.

One way to do this is by increasing the interactivity of your website and digital products. Creative interactivity puts the user in control and gives them the “live” experience — virtually. The elements of choice, control and speed are important to online audiences. Polls, live Q&As, interactive graphics and horizontal scrolling can all help keep site visitors engaged.

3. You haven’t identified digital-specific success metrics.

Understand that attention spans are shorter online. Audience expectations are different, and investment levels may fluctuate. You’ll need a different set of success metrics and benchmarks for your marketing strategies, lead generation approach and sales processes. You may need to target different demographics, or target the same demographic in a different way.

There will be some amount of trial and error required, so it is important to establish a method for continuous monitoring and evaluating. Adaptability is key as you find out what does and does not work for your audience online.

It is difficult to predict how long the effects of the pandemic will last. It is possible that the shift to digital commerce and remote services may permanently affect the way we do business and that we will need to recalibrate to a “new normal.” Luckily, there are few downsides to digital transformation. I feel confident in guaranteeing that boosting your online presence will serve you both now and in the long run.