As a Digital Marketing Consultant, one of the first things I do when I book a meeting with a potential client is to check out their online presence, especially their main website. Within about 30 seconds I can get a pretty good idea of how a company is doing, based on the state of their website.
Now, don’t get me wrong, I’ve seen companies that do a million dollars annually in revenue have crappy websites, but could they be doing two million with a properly designed website?
A company’s website is one of the best marketing tools it has. Imagine having a silent salesperson that works 24/7 for you that never takes time off or gets sick. Your website has that ability. It is your company’s online brochure and many times is one of the first touch points a potential client has with you.
If your website is not bringing customers to you, here are 5 things your website is missing:
1) Do You Have a Way To Capture The Traffic?
If your website does not have an opt-in area where you get your visitor’s contact info, you are leaving serious money on the table. Every type of business can benefit from capturing the incoming traffic. This is where your customer journey begins. When a prospect signs up to receive information from you, it’s the start of the relationship.
2) Is Your Contact Info Easy To Find?
You might be shocked if I told you how many websites I’ve visited where I couldn’t easily see how to contact them. Do not make your prospects hunt for this information. They won’t. They will simply move on. Your contact information should be very prominent on the front page, you should have a ‘Contact’ page, and there should be a way to contact you from every page.
3) Is Your Message Clear?
Have you ever been to a website where you scan it and you have no idea what the company does? Your website should have a clear headline, and even a subheadline to draw people in and explain what you do. Do not use ambiguous language – say exactly what you do and who you do it for.
You also want to make sure that the photos you use convey the right message. I visited a website recently that had a sports theme, all the photos were of sporting events, etc. and it was a business coaching website. It had nothing to do with sports. The business tried to make the correlation, but it failed to connect the dots.
4) Do You Have Your Company Story Included?
No matter how big or small your company is, your story needs to be told. An ‘About’ page is a must-have element for every website. People want to know how you got started, what your philosophies are, your mission and why you do what you do.
While you can talk about your products, your story needs to include people, the founders and whoever else is involved in the company, not the products. You can tell the product stories also, but personal story is very powerful. People do business with people, not companies, so a personal touch will make people feel like they know you better.
5) Are There Offers or Product Information Clearly Displayed?
This is another one that confused me in the past, especially for service-based businesses. I have actually had companies complain to me when they bring me on that they don’t make any sales that they can attribute to their website, but when I’ve checked, they have no products or services listed. How is someone supposed to buy if they don’t know what you’re selling?
It is critical to not only list your products and services on your website, but you need to lead people to exactly what they need to do to purchase. If they need to book an appointment, include the link or the appointment form right there. If a customer can phone to order, post the phone number. And if they can purchase online, include the link and payment details right there.
The more information you can provide, the easier the buying decision will be for people. Many people are sometimes hesitant to reach out, so if you can make it as easy as possible for them to do business with you, your bottom line will increase.
By adding or updating these important things on your company’s website, you’ll have a much better chance of making more sales. You will stand out from the crowd because your website will be more complete and more compelling for a potential customer.