David Standing from mybizadvisor offers his advice on how to get the most out of your website and offers a free digital health check for all our readers
Can I ask you a personal question? Just between us does your website bring you new business enquiries every day? No? Don’t worry you’re not alone! My analysis suggests that the majority of websites are failing miserably. And don’t be fooled into thinking this rule only applies online businesses. No matter how you sell your products or services, people are searching for what you offer online. You should be collecting data, receiving leads and making sales every day from your website.
But the dilemma facing you, the business owner, is “What do you put on your site to make it effective?”
My name is David Standing and I am one of the founders of mybizadvisor. We already work with a number of businesses in the mobility industry, helping them get to grips with the world of digital marketing. Here are my 9 tips to get your website working harder:
1. 5 Second Rule
If you don’t grab your visitors’ attention in 5 seconds and make it clear what you want them to do then you will lose them. In an increasingly busy world consumers attention span has never been shorter, so your visitors needs to know immediately that they are in the right place and that you can help them. Otherwise they will be off to your competitors’ website and you will have lost them and their business.
2. Be Clear About What You Want Visitors To Do
This follows on from the first tip. Be really clear about what you want your visitor to do. This is commonly called the ‘Call to action.’ Now is not the time to start new conventions or trends. Think about how food brands stick to ‘rules’ such as premium coffee being in gold packaging. Don’t be vague or hide your call to action on another page. The majority of visitors just won’t get that far.
3. The 3 C’s – Your Headline Should Be Compelling, Clear Call To Action
In the same way as a headline in a newspaper ‘sells’ the story, the headline on your website should sell what you do. This needs to be clear, sell what’s unique about you and have a call to action. Then sub headlines need to lead them down the page. What’s in it for your website visitor?
Make sure that your buttons are in a strong, contrasting colour and really stand out from the rest of the page. It’s tempting to stick to your brand colours and keep your webpages looking lovely. By using flashes of strong colours you will get much better response rates.
If you can, customise what the buttons say so for example instead of ‘Submit’ try ‘Yes I want a 30 day trial!’ or whatever is appropriate. This helps your website visitor understand what they are clicking on the button for.
These are a really important part of your website and should be on the home page. The truth is that web visitors are more likely to believe what your customers say more than they believe
you! So add as much detail as you can. Photos, real names, details and so forth. They all build your credibility.
And make sure that you have a system in place to collect these on a regular basis. This will mean that you have a constant supply which you can use as appropriate. These are important to all aspects of your marketing, not just your website. Roll them out as often as you can.
6. Social Share
Offer Facebook and Twitter social share buttons so that website visitors can share what they’ve found to their network. People tend to know others that are like them. If the visitor is a perfect prospect for you, it’s highly likely that their friends, family and network are too. And this links to the point above. What better endorsement than a happy customer telling everyone of a great website they’ve just found?
7. Don’t Ask For Too Much Information
It’s important that you collect details of those that visit your website. The majority won’t be ready to buy from you straight away so make sure you ‘data capture’ them so you can continue to talk to them and build your relationship. But whilst it’s tempting to try and find out everything about them, just collect what you need to start the conversation. Name and email address is usually enough to get started.
8. Small Print
9. Mobile Web
Last but not least mobile web searching is on the increase so if your website doesn’t look good and work on a Smartphone then you will be losing visitors. Don’t think that people only search via the mobile web when they are out and about. The stats show that the majority are never more than 3 feet away from their mobile phone so even when there is a desktop PC in sight, many still use their smartphone.
And these searches lead to action. Research from xAd suggests that more than 80% of mobile research now results in a purchase. Mobile websites are also rewarded by Google in terms of better listings on the research page.
So how does your website shape up against this list? We’d like to offer all readers a free Website Health Check. We’ll check your website against the above list plus run it through our special software which checks for sSpelling mistakes, SEO, load speed, social media, code, W3C, accessibility & more! Visit our webpage www.mybizadvisor.com/tradepoint and pop in your details!