What’s a website main purpose? It’s really just 2 things. To provide you with information, or to sell you something. It’s your digital storefront. So when a client or prospective client has a website that doesn’t do those 2 things well, I have a sit-down with them to address the basics of Website Fundamentals.
The 6 most important things your website should tell people:
1- Who I am.
2- What I do.
3- Why I’m the best or relevant.
4- Who else buys from me or uses my service.
5- What I cost.
6- How to get in touch.
You can do most of this on your own. Sit down and write it out. Then apply them to your website. A great agency will help you represent these 6 main ideals in such an effective manner that you should be able to beat out your competitors.
“Web marketing is about delivering useful content at just the precise moment the buyer needs it.” – David M. Scott
9 times out of 10, If I’ve found my way to your website, it’s because I had a need for a product or service your company provides, and my search engine pushed me to you. CLOSE ME! Make me a customer! If you do not, you have failed at the easiest way to create revenue. It’s like buying a car. When you have someone standing on the lot, you know they need a car. No ones walks around car dealerships just for fun… okay some people do!
So when my need for your service has been identified, you need to do everything in your power to convince me that I’m exactly where I should be. If not, I’m gone! It’s that fast on the internet. I hit back, and select the 2nd result, and if that company can’t sell me, I hit back and select the 3rd result, and so on till I find a company to take my money.
The web makes it that easy. Google/Yahoo/Bing or whoever your favorite search engine is, has only one purpose… Return a result that you find to be satisfactory.
So how can we fix that for you. Audit your website and answer these questions:
Do you tell me what you do on your website. Concisely and in under 7 seconds. (“We sell the best pizza in Miami.” “We are the largest automotive reseller in the northeast!”)
Do you have a clear call to action.
(Call, Enter, Fill, Buy Now)
Do you state why you are best, what differentiates you.
(We are cheaper, Faster, Better, Safer because…)
Case studies/Success Stories.
Do you create an emotional connection to audience. Do you seem real to them. (Emotion Leads to Action. Reasons lead to conclusions. Does your marketing: make me think, make me laugh or make me cry?)
Are you turning your existing customers into evangelists for your cause? (“People share, read and generally engage more with any type of content when it’s surfaced through friends & people they know and trust.” Get people sharing and evangelizing for you)
Are you providing relevant content or blogging?
(Companies that blog weekly grow twice as fast as those that blog once per month. Companies that blog more than weekly grow an additional 50 percent faster. You become the higher authority on the content of your industry. Which leads to new Customers, Loyalty & Evangelism)
Have you optimized your experience specifically for mobile?
(Did you know that 63% of web browsing is done on mobile, and that 70% of mobile searches lead to online action within an hour. 4 out of 5 consumers use their phones to buy. If you do not have an easy to experience mobile website, you’ve lost 63% of your potential customers.)
While great agencies such as ourselves can help you achieve this, half of it can be done on your own with simple tweaks. When you need to take it to the next level, call on a company you can trust. Remember, great companies are constantly learning and watching the internet evolve. Marketing experiments show varied levels of effectiveness all the time. Sometimes the color of a button can be the difference between buy and don’t buy.
Apply these simple techniques and watch your business grow.