6 Questions You Should Be Asking Of Your Website and The Reasons Why

6 Questions You Should Be Asking Of Your Website and The Reasons Why

 

How much does your website contribute to your business goals, success, or income? What’s the return on investment (ROI)? How does it compare to your competitor’s website? Maybe you’ve already asked yourself and many others these questions regarding your website but did it lead to change and improvement? If you want to ensure success, then make these six questions be the catalysts to turning your website into a leading business performer. If you struggle to answer these questions, then you might just realise why your website is a liability and not the asset it should be.

 

What Problem is Your Website Solving?

 

what problem does your website solve

 

Your website should verify your position as an expert, as THE expert, the one person or business that can solve the particular problem that someone has. What is that problem? What is the purpose of your business?

  • A dentist’s purpose would be to encourage and practice great oral hygiene while providing a person with a winning smile.
  • A driving instructor would want to get nervous drivers qualified in a stress free, practical environment, in as short a time as possible.
  • A family law firm wants to ensure the security of the children during a marital breakup.

 

Ultimately your website should highlight the problem your business solves as that is why people are looking for your business or service. When people find you, provide them with relevant information that matches their needs.

 

Who is Your Website Solving it For?

 

who is your webiste for

There are far too many people in this world and online to make your website for everyone. Your website is not there to attract 2bn people; let companies like Google, Facebook and Amazon worry about that. Your website it is there to attract a select group, a micro niche of people, who would qualify to receive your products or services.

 

The criteria may be:

 

  • That the person lives within 30 miles of the physical location of your business.
  • Divorced women over the age of 50
  • Men aged between 18 and 35 with income of £30,000
  • Pet owners who take more than 5 holidays a year
  • Retired couples with savings of £250,000+

 

As you can see the groups are completely different. Could you imagine sending a retired couple to a small business website designed for men aged between 18 and 35? By then the days of fast cars and even faster women are usually well behind them. The point is the website content needs to be relevant to the targeted group of people that you are looking to service.

 

Take the time to work out exactly who your ideal customer is.

 

  • How old are they?
  • What do they look like?
  • How much do they earn?
  • Where are they located?
  • What do they do in their spare time?
  • What websites do they use?
  • What do they buy online?
  • How do they find new products or services?
  • What words would they use to find your website?
  • What device do they use to search?

 

If you know your customers well enough then you can answer these questions yourself. Otherwise, create a questionnaire and send an email to ask some of your loyal customers, customers who you would like to replicate, to complete the survey so you have the real answers.

 

How are you solving the problem?

  how does your website solve the users problems In other words what is in it for me, for the ideal client? People don’t look at websites to hear about how your business has invested in a Wide area network for your regional offices. That means nothing and it does not solve the prospective user’s problem.

 

If your business solves the problem of giving people winning smiles. Show it to them. Show what the smile was like before and after and what the patient had to say.

 

For nervous learner drivers, show your pass rate, show a video testimonial of a previous learner who failed with another instructor then came to you and passed first time.

 

If you are a pre eminent divorce lawyer who represents high earning females then highlight a successful case where you have done just that!

 

Your business website should have these results front and center for everyone to see, what practices you put in place, what safety measures are in place, the qualifications that you have. Everything on your website should be there to reinforce you as the best and ONLY person qualified to help them solve their problem.

What’s the most important thing people can get only from you?

 

stand-out-from-the-crowdLet’s not kid ourselves, in most towns there is always more than one choice for a service provider and with the internet, location often does not matter as searchers can access a pool of resources from all over the world. So what is it that makes your business stand out? What is the unique picture that places you and your business head and shoulders above the competition, resulting in them picking up the phone and calling you?

 

That is what you want to highlight: your unique selling proposition. It should be front and centre so that everyone in your target audience, can see exactly why you are the very best at helping them solve their problem.

 

What is your primary conversion goal?

convert-to-new-customers Each business website page should have a different conversion goal or call to action. It could be;

  • to sign up for an email newsletter,
  • click on an advert,
  • share on social media,
  • pick up the phone and call,
  • make an appointment,
  • place an order.

 

Whatever that goal is for the website, the content, structure and design of the website should support that end goal. Why? Because if you have an end goal then you have something to measure against. If your goal is to get people to join your mailing list then you may have a goal to start with of 2% of visitors sign up to your email list. If after a set period of time you assess this and find that less than 1% of people are signing up then you need to make changes to improve on the conversion goal.

 

Websites are living, breathing organisms and are a fundamental part of your marketing arsenal. If you don’t have conversion goals then the website is pretty worthless. Set a goal and test and track your website against that goal. If your website does not meet this goal then think about making changes so that next time it will.

 

How can your ideal customer find your website online?

 

how do you customers look for your website in google

 

With all the effort that goes into developing a website to capture the attention of  a specific target audience, you want to make sure that the key demographic who you can help, can find your website easily. This means that you have to consider how your website is represented and indexed online. This refers to search engine optimisation.

 

Your website helps the user solve a problem, when working out who the ideal target audience was you should have a clear idea of the questions they would ask. For example somebody looking for a dentist might be entering into the search engines;

  • toothache remedies,
  • fix broken tooth,
  • dentist in (YOUR AREA HERE),
  • teeth whitening procedure.
  • price for clear aligners

 

There are hundreds of individual search terms that could be relevant to your business. The keys are;

  1. select the ones that are the most relevant to the problems that you solve,
  2. have a good number of people looking for them
  3. choose those that are commercially feasible to target.

 

By getting your website in front of the right people at the right time it means the chances of that individual impacting your conversion goals are much greater.

 

It is absolutely crucial to establish the marketing significance of your website so that you can plan & execute a strategy that provides results for your overall business goals. You also need to make sure it is consistent with your marketing efforts so that the overall business message or brand is seamless.

 

Just like running a business, maintaining a website is an on-going effort, not a one-shot deal. The sooner you realise the commitment, the sooner you will reduce the chances of being disappointed and increase the chances of success.

If you are looking to at least, double the number of leads and sales your website produces, what this video now.

How to Create a Website That Wins New Business

How to Create a Website That Wins New Business

how to create a websiteMost customers existing or new will search for your business at some time. What will they find!? Will they find informative and compelling representation of your business and the benefits it can bring to that individual wrapped up in a professional looking website or will first page results of the search engines have a host of listings in business indexes with your company name and phone number providing no further information about your business. These days, you’d have to think long and hard for a reason not to have your own business website. Most of your competition will have one but that on its own is not a good enough reason to go out and create a website. What should be is the fact that most of your customers will search for you online at some point and professional looking sites are possible to build and maintain on a budget.

Top Tips on how to Create a Website that Sells

Make your own website There are many user friendly platforms; WordPress, Google Website Builder, Amazon Webstore, that allow you to create your own satisfactory web presence online. Using tools such as this you can put together some very sophisticated and well designed sites however this will still require an investment of your time and can involve a steep learning curve if you are not tech savvy. On the flip side a website that is created that does not follow any standard rules of web design practice can actually damage your online reputation as they look unprofessional, have poor navigation meaning the users cannot find what they need in order to do business with you. Always think from the user’s point of view and make it as simple as possible for that ideal user to become a new client; either by making a transaction, calling you, subscribing to your email list, or finding directions to your store. Pay someone else to do it Budget is always paramount for any business but there are times when you have to way up the opportunity cost of doing something as opposed to paying a professional to create a website for you. There are thousands of web design and development companies out there that will be able to provide you with a well structured website. Costs can vary, dependent on your specific needs but costs can range from five hundred pounds to tens of thousands of pounds. The chances are that the website you design now will be with your business for the next few years and although it is hard to predict the future think about the message that you would like convey to existing and new clients now and a few years down the line. No marketing material says more about your business than your website. Take some time to browse across the internet and find websites that you like; from a functionality point of view, navigation and or design and let your web developer know so they have an idea of where you would like to position your website. Think about your content One of the key areas that people overlook when researching how to create a website is the content. The content are the videos, images, articles, blog posts and everything in between that delivers the message of that business and more important keeps those visitors and readers coming back for more. A lot of websites will come as templates, as a shell where you as the business owner have to write all the copy; all the text, for the website and this can take just as long and be just as daunting as actually setting up the website in the first place. The content that you write has to be rich in value, be structured so it can be found by the search engines and compelling enough to incite a call to action; a phone call, a subscription or a social media share. That is not easy and is a whole different skill in itself. Work out whether the web designer will provide the content if not are you in a position to invest the time producing content or should you outsource the content to a professional copywriter that could do it for you. Write copy for the internet People on the internet are in a hurry, they tend to skim read rather than absorbing the whole page. Everything is right now. If your content can not get your message across crisply and succinctly then the reader is likely to find someone else who can deliver the message they are looking for. To make your content stand out and more importantly get read use plain, simple language that gets to the point quickly and use headers and bullets that will allow the user to skim read and pick out the bits that are important to them without having to plough through the entire article. Good web copy will be all of the above but also reflect the personality of the business owner, humanising your business and brand. So don’t be afraid to write as you speak. Include the pages people expect to see The majority of websites on the internet follow a similar structure and by that I mean they have several pages that people expect to see.

  • Product or service page – A page that outlines the products or services that you sell.
  • About us Page – A background about the company and a brief insight into who you are.
  • Contact Page –  Details on how the user can get in touch with you. Phone numbers, social media contacts, address and details of how to find you.
  • Testimonials –  people trust reviews left by others online so don’t be shy about displaying yours, highlighting the great work you have done for other businesses.

Think about getting found The most aesthetically pleasing website with the greatest content in the world is only as good as the people that find it. If no one knows that your site exists then all of the time and investment will come to waste.  SEO – search engine optimisation – is the art of getting your website listed at the top, or near the top, of a search engine results pages for targeted keyword terms relating to your business. So, when someone types in a phrase related to your business, they see you first and not your competition. There are many ways to improve SEO, there is a whole industry around dong just that, however the core principles are based around the fact that you need to create fresh, relevant, keyword targeted content that warrants being linked to and shared. The more reputable and relevant sites that link back to your website informs the search engines that your website can deliver good value to their users; people using the search engines, and they will increase your website position in the rankings and as a result you will receive more targeted traffic. There is creating a website and then there is knowing how to create a website that grabs targeted users, wins them over with great content that inspires a reaction and adds revenue to your business. Be clear about which one you want for your business as they are two completely different things! What advise would you give people on how to create a website that sells? Leave your comments below!

Setting Up a Website The Right Way, Encouraging Clicks Visits and Sales.

Setting Up a Website The Right Way, Encouraging Clicks Visits and Sales.

Setting Up a Website the Right Way, Encouraging Clicks Visits and Sales.

setting up a websiteWhen setting up a website there are few things that need to be taken into consideration. In the past it was relatively simple, get a designer in, tell them what you wanted and end up with a copy of your corporate brochure live on the web. It talked about you, what you do, how you do it and more to the point, never got visited by anyone because it wasn’t optimised for search and certainly was more of a liability for the business than an asset.

Times change, the web community and Google now demand that in order for your website to be recognised there are certain criteria that your website must adhere to. They are not difficult and in fact they make sense.

To meet the relatively simply needs of web users, webmasters have lots of work to do when setting up a website. To ensure your website is a knock down success each of the following eight crucial criteria must be satisfied.

8 Step Guide to Setting up a Website that Converts.

1. Content Rich to Attract and Retain website Visitors.

The content that you produce for your website needs to be useful, fresh and engaging. By doing this the content will generate trust, build user confidence and encourage visitors to dwell for long periods of time, revisit and share with their friends.

2. User Friendly Navigation

When setting up a website make sure there is a user friendly navigational structure with a well considered hierarchy of information so users can find what they are looking for effortlessly and without frustration. After all there is nothing worse than landing on a website and not knowing where to go to answer your query. If that happens you usually hit the back button and bounce to another website.

It is essential to make sure your website, is clear and simple to understand and navigate through.

3. Persuasive, clickable and searchable web copy to convert visitors into customers.

Your site must be clear and easy to digest in order to get your message across clearly. It must be search engine optimised so it can be indexed and ranked in search engine listings; wording should therefore be clear, precise, relevant and have a purpose. That purpose could be to provide information about your industry, specific information around the benefits of your product or specifically designed to get users to convert, whether they opt in to your email list, share your content via social media or buy.

4. Aesthetically pleasing design and well-managed development.

Clean and simple is the order of the day when it comes to the internet. The more complicated and cluttered a web page is the more distracted a user becomes from the end goal, which of course should be to convert.

The web development should highlight the content, attract users and be designed in such a way that making updates and changes can be done quickly and easily.

5. When setting up a website make it visible to all.

All users, including disabled and blind people who might be accessing the website via screen readers or other technologies, must be able to access the site as must potential users who are browsing from their mobile phones or tablets. Having a mobile friendly website design is important.

6. Reliable and fast loading.

A website needs to be always available, quick to load with little to no down time. The internet is a 24/7 environment where people want answers and information right now. If you can’t provide it they will find a website, a company, or a competitor that will.

7. Secure and customer friendly.

The internet is a two way process, therefore you must give the user the opportunity to get in touch with you, leave comments, reviews and ask questions. More importantly the comments, reviews and feedback should be responded to quickly. Payments should be taken securely and user details and privacy must be protected by maintaining a secure site where transactions are restricted to a secure interface only.

8. Analytical

There must be metrics in place to measure what users are doing once they arrive on the website, how they enter, the path they take through the website and how and why they leave. Without this information you are quite literally left in the dark as to what level of engagement you have and more importantly how to improve the conversion rate moving forward.

Every single item on the checklist must be considered. If you miss one out then your online success will be hampered. For instance, if you tick all the boxes but fail to make your website search engine friendly, few people will visit the site and there will be little return from your initial investment.

If you have a high ranking and accessible site which gains high volumes of traffic via the search engines and via mobile phones but have poor web design, navigation or content, you will end up with lots of visitors to your site, but minimal orders and no repeat traffic.

Setting up a website that is an asset to your business is more than just throwing together a site that has some images and text about your business however all you have to remember is that all the average web user wants to do is browse websites which are fresh, useful and fast. If you can enable the user to access information and perform tasks as quickly and as easily as they possibly can, they will most likely stick around, revisit and convert so your website will pay back your initial investment and more.