People often tell me they’re not happy with their website. If you’re thinking that too, then before you consider a redesign or modifications, make sure you’ve asked yourself what your website is actually there to do. What is it you really want to achieve through it?
When it comes to marketing your business, every single task should be purpose driven. For something to work then you need to know what the goals are and only then can you measure success.
Here are three key reasons why you might have a website and how you can get it to work for you.
A very simple reason for having a website is to create awareness of your company. To do this well then you need to make sure that you properly tell the story of who your company is and what it stands for. Have a really good ‘About Us’ section and offer insight into what makes your company special. And don’t forget to inject some personality into the copy. People don’t remember what hasn’t interested them.
It might sound simple, but if you want to sell on your website then make sure you have good product information. Use phrases that your customers would use. It may be that an item has a proper technical name but most people call it something else. Use both words on your website so you’re always talking in your customers’ language. Having lots of copy is good as it helps with SEO, but you need to find the balance so you’re not bombarding your readers.
The best thing to do is to have a short introduction followed by a summary of the product, and only after that put more of the detail. If someone has to gloss through 500 words to discover the key aspects then they’re just not going to bother.
Finally, have clear call to actions. If a visitor is interested in the product and wants to learn more, what can they do? Don’t make them look for contact details, have them right on the page.
If you want to generate leads then you need to give your visitors a reason to engage with you. There are nearly 2 billion active websites worldwide so just having a website alone is not enough. The best way to get anyone to visit you is to offer them some sort of value for doing so. Incentivise them. Have a downloadable e-book that gives your prospective customers training on something that’s important to them. Run a competition. Have a video that showcases the latest innovation in the industry. Whatever it is, think about what is going to interest your customers and then point people towards your website if they want to learn more.
The last bit of advice I can give you is, wherever possible, use a proper website designer and copywriter. It might seem easy putting together a website, but if you want to get the most out of it then you need to understand things like SEO, customer journey mapping and how to present a brand. If you end up with a website that meets your goals, then you should definitely get a return on that investment.
Make sure you only work with designers and writers that take the time to understand your business. If anyone tells you how they’re going to present your website without ever understanding what you want to achieve, keep looking. There is no one size fits all approach. It just can’t work. Any true marketing person would know that.