Owning a website is essential for any small business, but simply having a website isn’t enough. The real question is, “Is it working?” If you’re unsure, you’re not alone! Many small business owners struggle to evaluate whether their website is actively supporting their business goals. Here’s a guide to help you determine if your website is truly contributing to your business’s success, especially if you’re using Google Analytics 4 (GA4).
1. Define What “Working” Means for Your Website
Before diving into metrics and data, let’s define what “working” means. Every business is unique, and so is every website’s purpose. A few questions to consider:
- Do you want to generate leads? An effective website should have clear calls to action, like “Contact Us” or “Get a Quote,” and make it easy for potential clients to get in touch.
- Is it an e-commerce site? If so, a “working” website generates sales and reduces abandoned carts.
- Is it for credibility? If your website’s purpose is to showcase your expertise or establish trust, it should have a professional design, client testimonials, and clear information about your business.
Once you have a clear purpose in mind, you can start measuring how well your website is achieving that goal.
2. Analyze Traffic and Engagement with GA4
In GA4, Engagement Rate has become the primary measure of user interest, taking the place of the traditional “bounce rate” seen in Universal Analytics. Engagement rate reflects the percentage of sessions where users:
- Spend at least 10 seconds on your site
- View two or more pages
- Trigger a conversion event
GA4 also includes a new Bounce Rate—100% minus the engagement rate. In GA4, bounce rate indicates sessions where users didn’t meet the criteria for “engaged” sessions, but it doesn’t directly refer to users who only viewed one page.
Using engagement rate and bounce rate together can help you gauge overall user interest and interaction. Here are key metrics to review:
- Traffic Volume: How many people visit your website in a given period? Traffic volume can indicate your website’s visibility.
- Engagement Rate: A high engagement rate means people are exploring your site and likely finding what they need.
- Average Engagement Time per Session: How long are people staying on your site? The more time they spend, the more likely it is that your website is offering value.
Tip: Compare these numbers to your goals. If you want more engagement, a low engagement rate is something to work on. If lead generation is the goal, check how many people are clicking on your contact forms.
3. Assess Your SEO Performance
Search Engine Optimization (SEO) impacts how your site shows up in search engines like Google. Even if you’re not an SEO expert, there are a few simple steps to gauge your site’s performance:
- Keyword Ranking: Are you showing up for relevant search terms in your industry? Using tools like Google Search Console, you can track the keywords that bring people to your site.
- Organic Traffic: Check how much of your traffic is coming from search engines. Organic search traffic is a positive sign that your SEO efforts are working.
- Metadata Quality: Ensure that each page has a unique, keyword-rich title tag and meta description. Without these, search engines may overlook your site.
If you’re missing SEO opportunities, consider investing in keyword research or even professional SEO help to improve your visibility.
4. Check for Clear Calls to Action (CTAs)
An effective website guides visitors to take action. Make sure your website includes clear, compelling CTAs that align with your goals. Here are some examples:
- Lead Generation: A prominent “Contact Us” button or “Request a Free Quote” form.
- Sales: If you sell products, an “Add to Cart” or “Buy Now” button should be easy to find.
- Engagement: CTAs like “Subscribe to our Newsletter” or “Read More” keep people engaged with your content.
Without strong CTAs, you’re missing the opportunity to turn visitors into customers.
5. Evaluate User Experience (UX)
User experience is key to keeping people on your site and encouraging them to take action. Here are some elements to review:
- Mobile-Friendliness: Since most web traffic is mobile, your site needs to look and function well on all devices. Google’s Mobile-Friendly Test can help you check this.
- Page Load Speed: Fast-loading websites are essential. Slow load times can result in low engagement rates. Use tools like Google PageSpeed Insights to identify and fix any speed issues.
- Navigation Simplicity: Can users easily find what they need on your site? A simple, organized menu and logical flow make it easy for visitors to navigate and take action.
6. Review Conversion Rate Metrics
A well-designed website should turn visitors into leads or customers. Conversion rate measures how often this happens. Conversion goals vary, but here are a few common ones:
- Form Submissions (leads)
- Product Purchases (sales)
- Newsletter Signups (engagement)
If your conversion rates are low, you might need to adjust your website content, improve your calls to action, or add new offers that resonate with your target audience.
7. Conduct a Usability Test
Usability testing involves watching people interact with your website to see where they get stuck or confused. This can provide valuable insights you might not get from analytics alone. Ask friends, family, or even customers to navigate your site and give honest feedback. Consider questions like:
- Is it clear what the website is about?
- Can they find information easily?
- Do they encounter any issues with mobile navigation?
Usability tests can highlight small tweaks that could make a big difference in user experience and conversion rates.
8. Measure Against Competitors
If you’re still unsure, compare your website to those of your competitors. Are they using certain elements, like pop-ups, better visuals, or chatbots? This can give you ideas for improvement and help you see if your site meets or exceeds industry standards.
In Conclusion: Regularly Reevaluate
Determining if your website is “working” isn’t a one-time exercise. As your business and digital trends evolve, so should your website. Perform periodic reviews every quarter, tracking metrics that align with your goals. By consistently checking on these elements, you’ll ensure your website is not just existing but thriving as a core part of your business strategy.
Is your website ready for a health check? Apply for your free website audit and consultation.
