One of the first things we do when we start working with a new digital marketing client (sometimes even before the actual engagement begins) is ask about their website metrics: How are they doing? Is their website effective at driving leads/sales? Do they know which pages on the site are the best at converting visitors into customers — or even which pages are most likely to keep visitors engaged with their brand?
More often than not (perhaps with the exception of e-commerce businesses) small and medium business owners have no idea how their websites are performing. That’s understandable – SMBs have so many things to worry about they may not be thinking about their website at all. A business website was just something they knew they needed (because every business needs a website) so they got one. If any additional leads or sales came their way as a result of having a website, that was a bonus.