Build, Review, Adjust, Review again...

A website is not a static thing. A website is something that should be changing on a regular basis, but not just because you feel like changing it. Those changes should be made on visitor behavior and/or new product/service announcements.

Changing based on visitor behavior
Website analytics are an extremely useful tool when it comes to figuring out what your website visitors are doing. However, the process shouldn't just stop at seeing what they are doing. You need to make sure you are adjusting your site accordingly. Lets say that your visitors are all coming to your home page and from there only 25% are moving further into the site. It's time to review and revise the home page so you can increase your conversion rate to interior pages.

What good is a site if the only page people go to is the home page? Chances are the home page is just the tip of the iceberg of what you offer, and those visitors are missing a great deal of information. It's time to make a change, and be sure when you do make the change you consult some clients and people who may not know your site well to see if the change is effective.

Other changes
A change isn't always because of visitor behavior but also because of new product or service information. If you have a new product coming out or that just came out, you want to be sure you promote that as much as possible. Put a nice area on the home page, or in the news section. Just be sure that it's visible and draws people's attention.

Remember: Change is a good thing, when done correctly.

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Ignite MediaLLC, Ignite Your Site™
http://www.ignite-media.com/
Website Design & Development eCommerce Development Search Engine Optimization