It’s coming…Yes, I’m talking about Christmas. Are you ready?

Whatever industry you’re in, ensuring your website is healthy and fully functional is crucial to driving growth, engaging customers, and maximising conversions at this time of the year. A high-performing website not only enhances user experience but also strengthens your brand’s credibility and boosts search engine visibility. Here’s how you can maximise your Christmas revenue by auditing your website in 5 simple steps.

1 | User experience always comes first

Have a go at navigating your website as if it were your first time, and consider asking friends and family to do the same. Try browsing, searching for a specific product or service, try returning back to the product you recently viewed or back to the home page. Test this across different devices; you must ensure it’s responsive. How long does it take each page to load? Consider how you feel using the site – frustrated? Satisfied? Room for improvement? If you have any concerns about the customer experience whilst using your site, then now is the time to address them. Invest in a user-friendly website with intuitive navigation.

One way to check how your website is performing is to take advantage of our free digital health check. It reviews your website and provides you with an overall score, helping you improve your site. It only takes a minute, and it’s free. Check it out here.

2 | Understand your data

Implement the use of analytics tools to understand where website visitors are coming from, how long they stay on each page and which page they leave on. Are there any trends or patterns? For example, you may discover an unnecessary page within the purchase or booking journey that is causing people to give up and leave. You may discover you are getting referrals from a particular channel or website; you might want to consider how to increase engagement with audiences on those platforms.

3 | Optimise your content

The quality of your content communicates your business’s personality, values, and goals. Content on your site should be relevant, so you don’t want content on there for its own sake. But (there’s always a but), if people come to your site looking for specific information and you fail to provide it, they’ll back out and go elsewhere. They may also assume that your site is unfinished, damaging confidence in your business.

Start with product pages
Make sure each product is clearly described and explained. Read this guide to ensure that your key product descriptions are accurate and include the right keywords to attract organic search results. Confirm that your product imagery is high-quality (but optimised so that it doesn’t affect page load speed). If you have reviews, display a selection of them alongside the product.

Pro-tip: Check that all images on your site have descriptive alt text to improve accessibility and SEO.

The only thing worse than not having enough content is having too much. Publishing page after page of content nobody will ever read could mean visitors to the site miss your key messages. It’s also a lot of work to keep it updated and current. As above, you should decide on the essentials your website needs, focusing on driving traffic and increasing sales. Then review and question the purpose of every page; if it doesn’t serve a purpose, get rid of it.

Pro-tip: Give your website a Christmas makeover. Incorporate Christmas-themed graphics, banners, and colours to create a visually engaging and seasonally relevant atmosphere. Customise your product pages to align with the festive spirit. Include high-quality, festive images that evoke a sense of celebration. Lastly, use countdown timers for special offers or limited-time promotions to create a sense of urgency. These can add extra excitement, encouraging visitors to make timely purchases.

5 | Optimise your conversion processes

Review your website’s key conversion processes such as forms, landing pages, lead capture tools and checkout processes. Simplify these elements to reduce friction and increase conversion rates.

Consider implementing a guest checkout option to cater to first-time shoppers who might be in a hurry. Clearly communicate shipping deadlines and expected delivery times to manage customer expectations during the busy Christmas season. Offering expedited delivery options or free delivery thresholds can also incentivise customers to complete their purchases and choose your business over competitors.

Pro-tip: Keep your call-to-actions consistent across the website so they are easily identifiable.

4 | Make the most of your website

After reviewing the previous steps, you’ll want to drive as much traffic to your site as possible. Check all business directories to ensure that the information they hold is consistent. It’s important to regularly check them to ensure the accuracy of information about your website, as discrepancies can adversely impact your online visibility and reputation.

Social media is a powerful tool for driving website traffic. Evaluate your social media presence across all channels and focus on the ones where you can connect with your customers. Ensure your content is relevant and consistent. Social media is not just about posting; it’s about building relationships and fostering a community around your business, which, in their own time, will trust your business over others with their needs.

Not sure where to start? We are here to help!

Now that you know how to prepare your website for Christmas, you need to find ways to get more people to see it and be ready to buy. This is where we can help.

With our team of experts who specialise in creating bespoke marketing campaigns and by partnering with our news sites, your advertising campaigns will reach new heights. We can connect your brand to real people in a trusted environment through curated campaigns, leveraging data-driven insight to deliver real results. Get in touch today.