You never fully understand the presence your brand has online until you write your online presence review. Looking at your company website from the perspective of a prospective client or customer, changes the way you look at your own brand identity, allowing you to remove any personal attachment and critique your current online presence. The biggest challenge of writing this review can come in many shapes and sizes. So what is an online presence review, what are the challenges it brings, and how can you overcome them?
By taking stock and evaluating your online presence, your review is a chance to ask fundamental questions about where you are currently, and where you want to be in the future.
It’s all too easy to let your online presence become dormant, so to give you structure, use these 5 main pillars:
Check out the “9 Steps To Perform An Online Presence Review” for the useful tools and metrics that will add the figures to the facts you find out below.
Streamlining your positioning will maximize your SaaS offering, clearly defining your target market from the perspective of your audience and assessing the service and benefits you are currently promoting.
When assessing your online messaging and positioning, ask yourself these questions:
The content you produce has one goal; to resonate with your audience right where it hurts. Your overarching goal here is to create content that connects directly with your audience’s pain points. If your content is currently written with a passive, descriptive tone, don’t be afraid to rejuvenate past posts and get them singing the features of your product actively. This, combined with the back up of your customer’s voice, will stop your content from just describing what it can do, to what it actually has done.
The first page of your website is the first impression you might be making. Ask yourself the following questions to assess the utility and impact of your SaaS home page
A picture is worth a thousand words. If your imagery is inconsistent with your brand voice and value proposition, you might be sending the wrong impressions and confusing your audience
Assess your photography & graphic design with the following questions in mind:
Media and content is your strongest ally, bringing your stated gains with the social proof to back the claims up.
Assess the impact of your media with these main questions and find ways to optimize by considering the following:
So your website isn’t receiving the clicks it deserves. This could be due to the way you present the Positioning and Content, overall formatting from fonts to colors, and how you navigate it should be clear, consistent, and concise.
You’ve covered the Content side of things, now ask if they make sense, you want to make sure your graphics and photography are complimenting your text, not detracting from it.
Consistency is vital, check you are keeping to your brand style guide.
Communicate your messaging effectively.
No one likes getting lost, so don’t lose them through your site, test your User Experience (UX) and User Interface (UI) design.
New and returning customers want to find answers quickly, so test the following.
So it's time to back your findings up by running your site through some tools and testing your forms to see how they are responded to. You want your website to shine, so are you making the most out of your value proposition, keywords, and definitions in bringing your site to the top of the endless search results that will take that shining light away from you. Test your demo request or contacts page, SEO ranking, and overall presentation of your website before it has been clicked through. You have gone to all that trouble of making an attractive and connecting user experience, so why lose it to an algorithm?
Test your Sales team by setting up a dummy run, enabling you the chance to see response times and how you present your product. This could be the make or break for bringing that new customer on board, so consider?
Run your website through an SEO tracker like Woorank. It’s free to use and will provide you with a ranking for lots of metrics like ranking, loading times, and the use of your keywords and how it affects things like your META Description and Content.
By far and away, one of the most important things you could request from a partner is a testimonial. You and your team put all that time and energy into making your product perfectly fit them, but you haven’t shared that success. In B2B SaaS, your product was built to fix a problem, so talk about it. Your audience wants to hear it, especially when they relate to the question or challenge you helped overcome.
It’s time to make your SaaS offering shine, prove it works.
Social Media lets you engage with your audience and cross the boundaries of generation in a variety of ways.
No one buys blindly online anymore, we live in a world that is influenced by the words of others, so take stock of what others are saying.
Engage with your content, ask questions, and make recommendations on how it could be improved.
Don’t fall into the trap of ticking your website off your to-do list once it’s up and running, your website should change and grow as your SaaS offering does. It is your opportunity to shine a light and bring tangibility to your product. So regularly check in on your online presence, asking yourself the above along with the “9 Steps To Perform An Online Presence Review”. You can rest assured your online presence will be your biggest asset rather than your biggest liability.