The vast majority of shower screens businesses will have a website, and for any that do not, the time is now to correct that situation.
Given the vast amount of research consumers now do online before contacting companies, if you own a shower screens company and do not have a website, you are missing out on hundreds, if not thousands, of potential prospects finding you.
As for those shower screen companies that do have websites, you might be reading that and thinking contentedly that your website is working well, but is it?
Are you getting the expected number of prospects contacting you after they land on your website?
Are you sure that your website is converting visitors into prospects in the numbers that it should?
If you either cannot answer these questions, or the answer to them is no, then there is work to do to ensure that your website provides the benefits to your shower screens business that it should.
This work starts by measuring and assessing your website to pinpoint what needs optimising or improvement.
You might be wondering “How do I ‘measure’ my website?”, and for those thinking it has something to do with dimensions, think again.
The measures in question are the numerous data points that measure the performance of a website and that can indicate what is working and what is not.
They are also crucial for search engine rankings as Google also evaluates most of these website measures. Read on, and we will explain seven of the most important of these.
Visitor Numbers
It stands to reason that the more traffic visiting your website, the more prospects you should expect to have.
However, if visitor numbers are low it indicates that the sources from which you are attracting traffic are poor and also that your search engine rankings are low which requires SEO to be performed on your website.
Website Speeds
One of the most crucial aspects of your website’s performance is its speed and especially how quickly each page loads.
If they load slowly, not only will this be identified by Google and harm your rankings, but it also means visitors will click away almost immediately as they will not wait for a slow page.
Fixes include switching to better hosting and optimising large website files such as images and videos.
Bounce Rate
This measures how many people leave your website almost as soon as they arrive aka bouncing away.
Often caused by poor website design and slow page load speeds, this is another black mark in the eyes of Google.
It can be fixed by greatly improving the website’s design and optimising pages to load faster.
Session Duration
This is simply a measure of how long each visitor spends on your website and the longer that is the better it is, especially when it is Google who evaluates this when calculating your rankings.
A well-designed website that has an easy navigation system, lots of quality content, and useful information will have longer session durations than those that do not.
Page Views
This indicates the number of times each visitor visits a specific page on your website.
The higher that number the more it indicates that visitors find the page useful, perhaps due to excellent content which has been published there and that the website has a menu system that makes it easy to reach that page.
Error Rate
This measures how many visitors see an error message when they land on specific pages of your website. This is a huge negative and indicates something is wrong in the structure or coding of your website which needs fixing.
This can also be caused by poor hosting, indicating you should switch your hosting company.
Conversion Rate
It is unlikely you will sell shower screens directly from your website so a conversion on your site is likely to be someone calling your sales department using the number displayed on the website, or filling in an enquiry form.
You can increase conversions by ensuring the relevant pages are well optimised, using great content, and having a clear call to action.