How to monetise your company's website

If your company has a website, make sure it’s attracting visitors

If you’ve gone to the trouble of putting your business on the internet, it’s worth investing just a little more time to ensure that as many potential customers as possible will see it. The top five results on a given Google search get two-thirds of all traffic, while 90% of people don’t look beyond the first page. 

That means focusing on search engine optimisation (SEO): ensuring your website is close to the top of search results. While there are consultancies that charge big money for SEO services, there are also many things you can do yourself.

Google provides all sorts of support free of charge. Using its Search Console service, you can measure your site’s current performance, get advice on how to improve it, identify problems getting in the way of maximising traffic, and formally register site maps and individual pages with the search engine. Keywords are crucial to boosting traffic. With the right keywords on your website, you’re signalling to Google that you have content that can help its users. 

Don’t just guess what keywords are suitable for your business; you can use tools such as Google Keyword Planner to identify precisely which will work best. Be specific: “Wedding Planner in Milton Keynes” is much better than “Wedding Planner”, for example. Think, too, about how to optimise your pages. This means focusing on “title tags” (the clickable headline for a result), page headings and URLs. Your job here is to make sure you’re using keywords and language that appeal very clearly to the audience you seek. Get this right, while also delivering content with the right keywords as high up as possible, and you’ll see your ranking improve.

How to use other sites

Links from other trusted and influential websites can also be valuable. Not only will these generate traffic of their own, but you’re also signalling to Google that your business is sought after in your marketplace. 

There are many ways to secure these links: post content such as blogs that influencers in your sector will read and recommend, for example, or ask your business network to link to your site.

A related area particularly relevant to local businesses is verification from directories such as Thompson and Yelp. Listing in these sources will tell Google that you really are, say, a bike maintenance shop offering services in and around Shrewsbury.

Finally, another important aspect of users’ experience for Google is the efficiency and security of your website. If it loads quickly and features security such as an SSL certificate, Google will rank it more highly. 

You can check your performance on the former using free tools such as GT Metrix, while SSL certification is available cheaply or even for free from many web-hosting services.

Recommended

Why we will be reliant on fossil fuels for a long time to come
Energy

Why we will be reliant on fossil fuels for a long time to come

The energy crisis has shown us just how reliant we still are on fossil fuels. And we will continue to rely on them for a long time yet, says Merryn So…
27 Sep 2021
The UK stockmarket is cheap – but is it cheap for good reasons?
UK stockmarkets

The UK stockmarket is cheap – but is it cheap for good reasons?

Compared to other developed-world markets, UK stocks are remarkably cheap. But a number of factors means the discount could be well-deserved, says Max…
27 Sep 2021
Clive Sinclair: the father of the home computer
People

Clive Sinclair: the father of the home computer

Clive Sinclair was a serial inventor and visionary whose output also included the prototype electric car. His other interests included poetry, maratho…
27 Sep 2021
Invest in a promising new chapter at RIT Capital Partners
Investment trusts

Invest in a promising new chapter at RIT Capital Partners

The long-standing chairman of the RIT Capital Partners investment trust stepped down in 2019, but the new team are doing very well, says Max King.
27 Sep 2021

Most Popular

A nightmare 1970s scenario for investors is edging closer
Investment strategy

A nightmare 1970s scenario for investors is edging closer

Inflation need not be a worry unless it is driven by labour market shortages. Unfortunately, writes macroeconomist Philip Pilkington, that’s exactly w…
17 Sep 2021
Two shipping funds to buy for steady income
Investment trusts

Two shipping funds to buy for steady income

Returns from owning ships are volatile, but these two investment trusts are trying to make the sector less risky.
7 Sep 2021
What really causes inflation? Here’s what prices since 1970 tell us
Inflation

What really causes inflation? Here’s what prices since 1970 tell us

As UK inflation hits 3.2%, Dominic Frisby compares the cost of living 50 years ago with that of today, and explains how debt drives prices higher.
15 Sep 2021