Many people ask me to look at their website to see how I would improve it. This has inspired this month’s blog post. Here’s a list of common website issues that I encounter when I review business websites.
Call to Action
Often, I notice that websites are missing clear calls to action. These calls to action should be in various locations depending on the website. I like to include a call to action above the fold. This means that without scrolling, a user should be able to see and read an action step for them to take – the action step may be to inquire or take charge on making a connection with you to order your products or services. Another location would be at the end of the body content area of each page.
Website Flow
The ability to guide a user through the key pages of your website is what I call “Website Flow”. This can also be called user experience. Think of this as taking your ideal customer through a tour of your business. Which page should they visit next after going to your homepage?
Mobile Friendly
If your website doesn’t load properly on mobile devices, you are losing out on potential sales from people browsing your website on their phone or tablet. Google has different results for mobile searches and desktop searches.
Benefit Statements
I notice a lot of websites that do this – they write product specifications and technical terms about their industry without writing out what benefit this has to their customers. Write your website content catering to the needs of your customers. How will this impact them? Why should they care?
Conversions / Action Steps
This process is entirely dependent on your business. These conversions or goals need to cater to your business and how your sales process works. Most websites that we create include Conversions or Goals. What do you want the user to do when they get to your website? How will they inquire or how will you get their contact details to continue the sales process?
There are two types of website visitors.
1) The visitor that’s ready to buy. Create a simple intake form for these people or direct them to your contact page to get started right away.
2) The visitor that needs more information and wants to learn before they inquire. Send these people to sign up for your e-newsletter, download a white paper, or enter into a drip campaign.
Conclusion
In order to succeed with Internet marketing, you need all the right pieces in place.
1. Having your website optimized as mentioned above
2. Generating qualified website visitors
3. Being able to follow up with those people to continue the sales process
