How Did Your Website Perform in 2024?
The year is over, and as you look back at your business’s digital performance in 2024, one question should stand out: How did your website perform? Your website should be a 24/7 engine for driving traffic, generating leads, and converting visitors into loyal customers. Here are the key areas you should evaluate to measure your success and uncover opportunities for improvement in 2025:
1. Traffic Trends: How Did Your Visitors Stack Up?
Website traffic is one of the most telling indicators of performance. Did you see growth in 2024? Were your traffic sources diverse, spanning organic search, paid ads, social media, and direct visits? Although this varies widely across industries, according to national benchmarks, most saw an average traffic increase of 8-12% year-over-year. How does your site compare?
If your traffic stayed stagnant or dropped, it might be time to assess your strategies. Ask questions like:
- Are you investing in SEO to capture organic traffic?
- Did you expand your ad campaigns to target new audiences and keywords?
- Are your social media efforts driving meaningful clicks?
2. Lead Generation: Did Your Website Pull Its Weight?
It’s not enough to bring visitors to your site—converting them into leads is where the real value lies. The national average conversion rate for websites in 2024 hovered around 2-3% across industries. If you’re lagging behind, your site might need:
- Stronger calls to action (CTAs): Are you guiding visitors to take the next step?
- Optimized landing pages: Are your lead forms simple and user-friendly?
- Fast-loading speeds: Slow pages kill conversions.
Tools like Google Analytics can help pinpoint areas where visitors are dropping off.
3. Keyword Rankings: Are You Capturing the Right Traffic?
Ranking for the right keywords is critical to driving performance. In 2024, Google continued its focus on search intent and content quality, rewarding sites that target high-intent keywords. For example, if you’re a local HVAC business, ranking for “24-hour emergency HVAC repair” is far more valuable than generic terms like “HVAC services.”
Evaluate your keyword strategy:
- Are you ranking for terms that align with your business goals?
- Are your top keywords driving traffic, or do you need to refine your focus?
- Are you leveraging tools like Google Search Console to identify opportunities?
4. How Do You Compare to Your Industry Peers?
Understanding your performance against the national average for your industry is crucial. For instance, e-commerce websites typically see higher bounce rates but also higher average order values. Service-based businesses might have longer on-site engagement but lower traffic overall. Comparing apples to apples helps you set realistic goals.
Ready to Improve in 2025?
If your website didn’t meet your expectations in 2024, the good news is there’s no better time to improve. At TOTAL Advertising, we specialize in helping businesses like yours elevate their digital presence. From driving targeted traffic to optimizing lead generation and ranking for the right keywords, our team has the expertise to turn your website into a high-performing asset.
Don’t leave your 2025 goals to chance. Contact TOTAL Advertising today, and let’s make this your website’s best year yet.