Kill Your “Brochure” WebsiteJanuary 1st, 2017
or why your website sucks and what to do about it.
It’s 2017 and it looks the part around the web. Our elderly are liking and commenting on Facebook daily, many from their phones. Our kids are getting answers to questions we wouldn’t have asked at their age. Development milestones are being made daily and people are using them. The speed and ease at which we all collectively find new information is faster than ever.
Yet in a world where our refrigerators and toasters are attacking the internet, there are still a majority of businesses marketing with the oldest methods known. Sure, they have a website. It has an about them section, a map with their address, and a phone number. It’s up all the time and it even has a cool picture up front. What more could they need… or for that matter do? The short answer, a lot.
That site is really no different than handing out a business card or “brochure”. It serves no purpose, but hey look how pretty it is! The truth is it’s most likely the weakest link in their marketing strategy. There’s nothing to track, there was no goal, and it reflects that with no business being driven from the site itself. This is a super common problem across every industry.
When you take back the cloud of confusion of what sites have become and how we got here, you’re left with the one goal that should never have been lost in the first place. Driving business. If you aren’t getting 10 calls a month directly from your website, then all of a sudden, there is a goal.
For this article I’m going to tap into a few of the things you can do to improve right now. It’s important to understand the big results are never going to come overnight, these tips are a guide to start building from.
That said, lets get started!
#1 – Why Your Visitors Arrived
Why did they get there? Are there common pain points your visitors have that you should be answering up front? The answer is yes, and you should be answering these pain points before they can even ask.
For instance, lets say your business is a plumbing company. Why do people call plumbers? Chances are good its an emergency. What are they going to want to know getting to your site? What are your hours, how fast can you get there, what will you cost. This is your plumbing business front page.
Answering this quickly from the front page builds trust. This demonstrates that between the two of you, you’re the expert and yes you can help them. This is where you hit them with your conversion.
#2 – Choose a Conversion Goal and Push it
First and Foremost, what do you want your visitors to finish with once they reach your site. Whatever that thing is you want them to do is your conversion. For many service based businesses their goal is to get the visitor to make the call. In this instance you want the phone number prominent on every page, and perhaps even multiple times a page. Your above the fold (top most, first viewable part of the screen) should be all about your phone number in an eye catching color and a call to action (CTA) to make the call now.
There are other conversions too, which we will go into more below.
#3 – Create Helpful Content
People love getting stuff for free. Chances are you know more than most about your business. It never hurts to give away some of that information for free and doing so multiplies the visitors to your page. In addition to adding many more pages to your site for search engines to index, Google loves fresh content and will always prioritize it above tired static content. This is the one not many people do or know, but doing so can amplify your visitors BIG LEAGUE. Always remember, the internet is a scaling monster. If you can find the trick that your competition neglects, you win.
This is also a great way to build up another conversion goal, e-mail lists. As long as you’re not spamming them every other day, people don’t mind being made aware of new promotions or events going on with your business (especially restaurants).
#4 – Track, Track, Track
If you aren’t currently tracking your website numbers with google analytics or something similar, shame on your web developer. Having a record of your sites history and usage is paramount to improvement. Seeing the data gives a visual representation you can base changes off of and fine tune your new visitor grabbing, content loaded, super conversion platform to the max.
You probably get the idea now of how all of these things together can dramatically improve your rankings and perhaps even have some of your own ideas you’d like to try now. As with anything, there is much more to this story than the few things I’ve listed here.
If your company is interested in taking on a project like this, my company is always here. Feel free to give me a ring or drop a line.