In this fast-moving digital age, the moment you stand still is the day you’ll be left behind. Not that long ago, a business was considered innovative if it simply had a website. Now, to make the most of the opportunities online, businesses must have a website that looks the part, loads quickly, provides an intuitive user-experience, is SEO optimized, is secure and has lots of relevant content people actually want to read.

While this website wishlist will take time to achieve, get it right and the internet can be a great leveller, allowing smaller companies to compete on an equal footing with some of the biggest names in your industry. But what website updates do you need to make to engage visitors, convert prospects and drive business growth in 2018?

1. SSL Encryption

Secure Sockets Layer (SSL) encryption is a quick, cost-effective way to give your website a boost in the search engine rankings. It might sound complicated, but SSL encryption is simply a standard security measure that establishes an encrypted link between a web server and a browser. That ensures all data that passes between the two remains private.

SSL encryption provides the padlock or green browser bar that tells visitors they will be safe on your site. Browsers using Google Chrome will see a ‘not secure’ banner next to the URL of any site without SSL certification, so as well as boosting security and SEO, it can also improve conversions and click-through rates.   


2. Create new or update existing content

The aim of your website is to serve your customers as best you can. When you start to drill down into your website you should be able to identify gaps in the content you provide. That could be product information, videos that answer your customers’ most frequently asked questions or details of the latest offers or in-store promotions. It’s essential you keep your content up-to-date. For example, your opening and closing times should be updated and your store locations and contact details must be regularly reviewed.

It’s also important that new and existing content is optimized for search engines to ensure that your website performs well in search results.


3. Visitor tracking

If you have been relying on Google Analytics to track where your traffic is coming from, website visitor tracking software can give you a much deeper level of insight. Website visitor tracking provides valuable metrics such as:

  • Search keywords used
  • Traffic source
  • New or returning visitor
  • Time spent on site
  • Total pages viewed
  • Which companies are on your site

You can then use this information to take a more proactive approach to sales by making initial contact with those who have shown a qualified interest in your products or services. By knowing which pages individuals and companies have visited and how long they have spent on each page, you can find out more about what their pain points are.  

4. A store finder

A store locator for your website is a quick, cost-effective way of improving user experience and transforming interested browsers into in-store sales. As well as a store locator map, the store finder from BRIDGE can also help to boost the SEO of each and every store, allowing you to create location-specific pages that improve the visibility of all your stores in the search engine results pages.

When you’re looking for that all-important competitive advantage, a store locator for your website is the simple addition that gives you the edge. The BRIDGE Store Locator can be customized to match your existing brand and filters can be added to allow your customers to locate their most relevant and not just their closest stores.


Demo the store finder by BRIDGE

Do you struggle to convert online browsers into footfall in your stores? The BRIDGE Store Locator is a simple way to drive business growth in 2018. To find out more, schedule your demo today.


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