Your website is the center of your digital publishing universe, promoting your brand 24/7. It’s where your devoted audience follows and engages with you, and new leads find you. But the work week is crazy, deadlines are looming and website renovation projects get shelved for another day.
If you don’t pay close attention to it, your website might be working against you. Do you truly understand your magazine’s web traffic, or do you just trust your gut? Consider that your web visitor’s concerns may not be what you think they are.
Does management personally review your magazine’s website on a regular basis? it’s a good idea to have a review by the whole team often. Is you website giving your customers’ the experience you want them to have?
Look for ways to improve the customer journey. Your website must be user-friendly, search-friendly, helpful, and relevant. De-clutter! Make it faster! Allow easy access to lead generation forms (newsletter signups, for example) on the page and side bars. And as you hone your website, think about new and different ways to engage your readers.
So every week, without fail, ask yourself–how’s my website doing?
Editor’s note: This post has been updated from the 2017 original.
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.
Niche Media has the best events, education, and training in media! Our super niched-out events & content give target-audience publishers in the B2C, hobbyist, B2B, city & regional, and association markets the tools they need to build revenue, audience, and more.