With almost 2 billion websites in the world it can seem impossible to stand out. Getting traffic to your website is challenging and getting people to stay and browse or do something like sign up or take some other action can be even more challenging.
Here are 7 things you need to have on your website if you want more customers:
1. It Should Be Really Obvious What Your Business Is
I mean really, really clear. If you are running an online shop and you want people to browse your products and ultimately buy, don’t hide your shop away under an obscure menu item or in a strange place. Make sure they know from the time they land on your site that shopping is available.
Words like Shop Now, 10% off orders over $100, free shipping , and buy two get one free, encourage people to shop without begging them. Adding new product highlights, putting specific products in the spotlight, creating a product of the week, and highlighting the benefits and ease of shopping online direct people to your shop.
If you want people to make an appointment for your services, make sure you have a Book an Appointment button on the top half of your home page and make it obvious how people can get in touch. The buttons that you place on your site should take them to the next step, so if yours is a Book Now button, link it to your online booking system. If it’s Call Now, make sure the phone number is able to be clicked on to phone on mobile devices.
Make it super easy for people to take the next step.
2. Keep Your Website Aligned with Your Brand
Your brand is your image. If your website doesn’t adequately or accurately reflect that, then people are going to have a hard time trusting the integrity of your business. Be consistent, what do you want people to see about your business when they land on your website?
The impact of colour on marketing should not be underestimated. People make up their minds within 90 seconds of their initial reactions to products and brands. The majority of this assessment is based on colour!
If you website does not reflect your brand colours it will cause confusion for those that land there. We live in a world where we are exposed to so much marketing, so many ideas, images and information that our brains need consistency within your business and brand to connect the dots.
Make sure your logo is visible but doesn’t take over the whole site. I know you paid that graphic designer a lot of money to make it, but it does not need to be the centrepiece of your website. You need it there, keep it simple and recognisable.
3. Make it Beautiful
Having a website which is aesthetically pleasing, might sound like something that is not entirely necessary, but without eye appeal, keeping people on your site will be more challenging.
If it’s ugly (yes there are plenty of those sites still around – there’s only so much I can do), or difficult to navigate, has spelling or grammatical errors making it difficult to read quickly, then people leave. There are nearly 2 billion other websites to choose from so why would they stay?
Remember Netscape? It is still there if you choose to go and look for it. But it’s not the most attractive site – far too much text. Don’t even bother if you’re on a mobile – it will hurt your eyes and its not mobile responsive, so you will be scrolling and swiping back and forth just to read the headlines.
For the life of me I have no idea why they haven’t updated it in over a decade – it still has current news feeds and weather reports so someone must be keeping it running. Perhaps they are just waiting for the retro look to come back into fashion.
4. Make your Headings and Sub Headings Count
Headings and sub headings guide your site visitors through the content of your website. Take them on a journey with the information you present.
Keep your headings short and reflective of the keywords for your site. This will help your SEO so Google can present your site as the authority when your target audience undertakes a search. It also makes it easy for visitors to skip through the bits they are not concerned about and move to the information they really came looking for.
Because we are all so inundated with information, we are very adept at moving through to find just what we need. If we didn’t, we’d never get through the mountain of information that is presented.
5. Create your Content around Your Target Market
I hate to be the one to break it to you but most people, except your mum and your nanna, don’t really care about the life-changing journey that you took to create your business. At least until they understand how you are going to help them solve their problem. So start with that.
Keep your wording customer-centric, use their phrases, terminology and language. Identify how you can help them, acknowledge their position and their pain points.
Show your target audience how your product or service will benefit them and show them some of the features of your product or service too.
And then give them an insight into what makes you different – and that might include a short comment about your business journey and one or two personal insights which may help your target audience connect with what you do.
6. Easy Navigation
Make sure your menu headings are clear and obvious and that links within the text are easily identifiable. Use standard terminology like Shop, Products, Cart, Checkout or Blog, rather than trying to reinvent the wheel. Use buttons to help visitors progress to the next stage and make sure what you want them to do is clear, obvious and easy to complete.
Ever been on one of those websites where you have to click 6 or 7 times to get to the information you came looking for? And you left before you found it because you got sick of clicking or looking or it wasn’t clear where you needed to be? Or there was a really, really, really long scroll page, like over 1500 words before you could click through to take the next step (wake me up when we get there).
Make it easy – people are busy, hurried or simply impatient. Don’t be the one to stop them from engaging with you.
7. Provide Testimonials
Call it social proof if you like but it’s the same thing. We like to know that other people had a good experience. We want to know that you solved their problems and whether it was easy or not to deal with you and your team. +
Because if it’s not easy, we don’t have time – next! If it’s going to be a hassle, then I’m moving on.
Testimonials can be a great way to showcase your skills and expertise without sounding your own horn! Every time you provide great service or products to a customer, ask them for a testimonial – most people are too busy to volunteer it for you. You need to ask. Just like you asked for the sale, ask for the testimonial.
For some weird human-reason we care about what strangers think. And it can be an important way for you to build credibility. The more genuine and detailed the testimonial, the greater chances you have of gaining new customers. So just ask.
That’s my top 7 – there’s a lot more that goes into building a great website, but you can certainly help your web designer by being able to contribute all of the above. The design of your website should be something you work together on. It’s a partnership and a good designer will do more than provide the technical hands-on work.
They will have ideas and examples that will fit with your brand that you may not have thought of – use their experience – that is, in part, what you are engaging them for.
Get in Touch
If you don’t know where to start with designing your website, then book a free Discovery Call using the orange button below.
Together we can explore the options available to you to find a website solution which will appeal to your target market, increase your sales and make the business of being in business enjoyable again.
Found a spelling or grammatical error in this post? Then contact me as soon as possible and let me know. In return for your super proof reading, I will offer you a free 30-minute review of your digital presence and some fresh ideas you can try out for free.
Digital Marketing | Online Marketing | Web Designer | Website Devleoper | Victor Harbor | Willunga | McLaren Vale