We all need a website for our business but is yours working for you or against you?
It’s one thing to get your website up and running, and to get people to visit your site, but there still remains one more question you need to ask yourself…
What happens when they arrive there?
These questions are very important and depending on how you answer, can make a huge difference to your bottom line.
As a local business owner you must think carefully about what you present to your website visitors when they first arrive. Remember the saying “you never get a second chance to make a first impression”?
Well this quote has never been more accurate and the reason is, our attention span is very low these days and dropping every year.
With this in mind. Here are few things to consider when looking at your website.
What do you want your website visitor to do?
Do you make it easy for them to do it and is it obvious?
You see, the objective of your website is to turn visitors into customers, right?
This is the first issue with most websites. They treat it as a brochure and not a tool to attract customers.
So, take a look at your website. I mean really look at it and not from your perspective but from the eyes of a new visitor who has never heard of your business.
Is your contact information clearly visible? One simple but very important detail that many businesses leave out is having their phone number at the top. This is key if you do nothing else.
Do you have a working contact form that people can easily access to get in touch with you?
Is your website front page confusing or is it easy to read and navigate?
Does your website talk about you and your business or does it explain the benefits of your products or services?
All of these questions need to be answered honestly because when done right, your visitor will become a fan of your business and have no reason to look any further.
Always remember, when people are searching the Internet they will not hang around on a website that is confusing, difficult to understand or read.
You want to make it simple and clear for people when they arrive at our site.
Think of the one thing, above everything else, that you want to present to your customer, and the one action that you would like them to take when they visit, and make it abundantly clear how to do that one thing.
One of the ways to achieve this is by setting up an e-mail capture form on your web site. You may even offer an incentive for visitors in exchange for their name and email.
There are several creative and very effective ways to accomplish this. It can be a free report, a quiz, questionnaire, free eBook, access to an informative video, a coupon or discount code.
The list is endless, but what is important is the fact that we offer something of value first. Think about it this way. Would you rather be offered something of value without being asked for anything in return when you first meet someone? Of course.
We are always being sold to so don’t you think your website visitor would be more likely to do business with you after you give them something of value? Absolutely!
Costco comes to mind as I write this post. If you’ve ever been to a Costco I’m sure you have noticed that they set up small sample tables, usually around the frozen food section.
You’ve probably also noticed how many people are waiting in line to get their free sample. Right?
What you might not have noticed but is very strategic is that they very rarely ask for the sale. They just smile and hand out samples.
When someone likes the offering, they ask where they can find it. The person working the sample table usually just points a few feet away and the sale is complete.
No advertising, no high pressure sales tactic and they let the product sell itself. Well, this is what you want to achieve with your website.
Think of your new website visitor experiencing a warm smile, feeling welcome, offered a sample of your product or service and knowing you’re available if they need more information or want to purchase.
The bonus for you that Costco doesn’t have is you are able to gather contact information which when done right, can now nurture your new prospect with more goodies and offers. Oh, and best of all, it can all run on autopilot!
The bottom line is, create a soft place to land and focus on the customer and not you or your business. I’m very sorry to say this but they don’t really care anyway. They just want information on how you can serve THEM.
Now that you have a better understanding of what your website should do and offer, you’re probably wondering what you should do next, right?
Here are a few options to consider. If you created your business website yourself then go ahead and add some type of optin box to start. Most hosting companies that have website builders will have the option of adding a landing page or optin box.
They can probably also create a pop up. You’ve seen them I’m sure. You get to a website and within a few seconds a box appears with an offer usually.
Some people hate them but if you offer value and don’t ask for a sale, people are usually ok with that. As a side note, they convert really well no matter how many people say they hate them.
If you need help, most hosting companies are also very good at helping you with these projects so don’t be afraid to ask.
If you had your website creating by someone else, reach out to them and ask if they can add some type of option box for you.
If both those options won’t work, I would really consider creating a new webpage (not a full website) as a sister site to your main website.
This would be a single landing page, with a headline and offer. It’s meant to be simple so don’t worry about it looking great. After they provide their information you can then send them automatically to your main page anyway.
In the meantime you will be emailing them the information they requested.
The best part of having more than one website or single page is you can direct traffic any way you want. If you want to offer something of value you send them to your single page and forward to your main site.
If you don’t have an offer or specific promotion, send them to your main website. Think of it as having a benefit packed brochure for each service or product you provide but only using it when needed.
In regards to your free offer, don’t over complicate this. For now just send them a discount offer of some sort but get that email list started.
If you really like the idea of offering a report or short ebook but don’t have the time to create it, use a service like Fiverr. You can find thousands of people who are more than happy to create something for you and make it look amazing for less than $100.
Finally, if you want to do it yourself, write down 10 questions you have been asked about your products or services and head over to Canva. There you can create a report using templates that look amazing and download it as a PDF file. All for free!
You really don’t need to overthink this project but remember, once it’s done, you will use it for years and it will attract many new customers for you while you do other things.
If you are stressed out just at the thought of doing any of this, help is available. Visit us at www.marketingforlocal.com and schedule your FREE 30 minute call so we can discuss your options.
We would love to help you set up a system that attracts new customers to your business and one that runs on autopilot so you can focus on taking care of your current customers.
At the end of the day the only thing we want as local business owners is to help others with our products or services and do it with the least amount of stress possible. Having a website that works for you is just one way to accomplish this.
I hope you found this post helpful and if it made you take a look at your website in a different light, I’ve done my job.