Social Media: Your website needs evolution not revolution

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If you have a website for your business, there’s a good chance you aren’t entirely happy with it. Perhaps you cast an envious glance at new, shinier and innovative technology you see elsewhere on a daily basis?

In this situation it’s tempting to convince yourself that you need a complete overhaul, to start from scratch. Here’s where good intentions, life and a hundred and one other things to conspire against you and typically results in nothing happening…except now there is more frustration.

Most businesses don’t have an in-house team to plan out and execute a new website, nor do you usually have £10,000 or more to get a large agency to come in and do it for you.

Yes, you can use off the shelf software, maybe a Wordpress themed package, but as the day-to-day running of your business takes priority the site tends to take a back seat.

Consider using Sir David Brailsford’s technique of “marginal gains”. As the head of performance for British Cycling until 2014 and recently with Team Sky’s, his winning strategy saw Bradley Wiggins and Chris Froome pick up the Tour de France titles using evolution, not revolution.

Sir “Dave” realised that by making small, but significant changes, overall performance improved and came without the hardship of starting everything from scratch. You can use the same approach for your business and its online strategy.

So if you don’t have time to do a full overhaul, what can you do?

Make a Plan. Make sure you list of all the small changes you can make.

Prioritise. You can’t manage time - there are only 60 minutes in any day and only 24 hours in a day.

Focus. Everything should focus on either traffic or conversions.

Delegate. If your “hourly rate” is more than it costs to hire a specialist, get help.

Monitor and log every change and check if it worked. Use analytics programmes such as Google Analytics to remove guess work.

Be Flexible. Don’t be afraid to reverse your decision and scrap things that don’t work or actually decrease performance.

Get Feedback. Find out what your customers think of the new changes. If you have time, talk to customers beforehand too. Just remember though that if everything else is equal, you go with your gut feel. Henry Ford was famous for saying, “If he’d given the customer what they wanted, it would have been a faster horse… not a car”.

Pick one thing. Just pick the next most important thing and do that. Then pick number two on the list. It sounds simple but in a rush to do more, we tend to drift and have many things 90 per cent completed, but nothing done

With a plan and constant feedback you may also be surprised at the results you are seeing. In short it allows you to do more of what works and less of what doesn’t.

It will also ensure that you don’t wait for months to find out something didn’t work.

So get started today. Pick one thing that you think will increase conversion rates or send more traffic to your site. Get it done and monitor the performance. Easy right? Let’s see.

Don’t forget to write in or contact me if you have a specific question or observation on how these tips are working for you.

Lee Kenny is Managing Director at Halifax-based Snowflake Media