Having a website in this day and age is a way to connect with more potential customers. With a website, you can generate more business, deliver strong marketing content, and create trust among potential and current customers. However, the question remains how one can make the most of having a website. Before you decide to make any significant changes to your website, you need to understand what your website delivers at moment. First, you need to gather insights, which we will provide below, along with the best tools to help optimize your website.
Some of the greatest tools you can use to gather insights and analyse a website would be the many Google Products. Products like Google Analytics, Google Search Console, and Google Tag Manager (GTM). With Google Analytics, you will be able to know how much traffic your website generates, the sources of that traffic (Social Media, Organic, and Paid from GoogleAds), referrals, the location of users, the top pages they visit, and so much more. Google Analytics allows you to track and study the behavior of your customers, discover what it is they desire, and find out whether you are meeting their needs. This information is invaluable and a key analysis of your online business, empowering you to provide the highest quality to your customers.
Pro tip: Make sure you install the new GA 4 Property.
Google Search Console allows you to improve and utilize your website to its full capabilities. It shows you who is linked into your website, backlinks, whether there are any technical issues, and all keyword searches that can lead to your website. It lets you test the effectiveness of your current SEO (Search Engine Optimization) strategies. By using Google Search Console, you can help optimize your website to appear higher in the search results, which will increase the organic traffic to your website.
Google Tag Manager allows you track your ROI, Return on Investment, by connecting your conversions (sales) to your Google Analytics. This is done by inserting HTML tags, into your website that can then be read by Analytics to manage all these tags. With Google Tag Manager you can also easily install other tools via their scripts on your site, this means you don't need your website developer anymore for adding a script.
From these insights, you can create campaigns and make strategic adjustments to your website. These changes will ensure better reach of your target groups.
Reading tip: Best ways to increase B2B website traffic
There are more online analytics tools besides the free ones from Google. Get for example more insights in how people look at your website and where you can improve your conversion. You can use a tool like Hotjar for this, Hotjar reveals the online behavior of customers on your websites. It provides analysis and feedback on what customers do on your website. The highlight feature of Hotjar is the ability to record your customers’ journey through the website. This tool offers great insights on how to improve the user experience, which can lead to an increase in conversion rates.
For companies that operate in B2B, Leadfeeder is a great tool you can use that will show you exactly which company visited your website. It will help you to uncover sales leads and show you which campaign attracts which company to your site. Through Leadfeeder, you can identify visitors, see what they do, contact decision makers, and send leads to your sales team. Adding the Google Analytics, Mailchimp & CRM integration will help you to uncover more information plus automatically send it to your CRM with your own qualifications.
Reading tip: How to spy on your competitors marketing strategy
It is important to understand your competitors, to know what, if any, their competitive advantage is over you. The best way to achieve this is by analysing the traffic to their websites. Below are three tools that can help you do so, along with their respective links.
SimilarWeb is an online competitive tool that provides information and marketing insights for any website. They deliver an overview of the website’s reach, user engagement, and its rank. With SimilarWeb, you can learn the traffic volume, referral sources, and customer information regarding your competitors. Their reports also include information on keyword analysis.
Ahrefs is one of the newest research tools online. They have their own bots and index that are based on the collective information from trillions of website connections. Ahrefs will audit your websites, competitors, backlinks, and research keywords. This is all done in one platform and used by the top SEOs.
SEMrush is an SEO tool that provides research into keywords, tracks keywords strategies used by your competitors, runs an audit on your website’s SEO, and will offer opportunities for backlinks. SEMrush is used by digital marketers and for businesses.
Ubersuggest allows you to get more insights from your website as you probably know. However you can also use it to analyse the traffic and content from your competitors.
It is important to understand all the elements that go into your website. With these tools, you can improve the quality of customers drawn to your website, gain valuable data on your customers, increase your website's visibility, and learn what your competitors are doing.
Recommended Reading: How to do keyword research