Let’s face it. Most websites out there are nothing more than fancy online brochures for most businesses. They do little more than talk about how long a business has been around, what products they offer and how many certifications they have.
But is that really going to make a customer choose you over the next site they click on?
What makes an effective website is much more than that. It’s a site that talks to the visitor. It’s a site that really helps the site visitor not only make a decision but an EDUCATED decision knowing that you are not just there to sell them something. You have the solution to their problem.
If you want a site that is truly an effective marketing tool for your business, look at your website and see if it has the following aspects to it.
Is it customer focused?
Does it talk about how great you are and throws out a bunch of facts and figures or does it tell the visitor how you can solve their problem?
You need to focus on them and what they will get by choosing your company. What is the problem they have and how can you help them? What assurances do they have they they will get their problem resolved? What is the process involved? How is it that you really help them?
These are the things people are looking for at your website. Not a bunch of “me, me, me” statements about how great you are.
Do you talk to the visitor?
Nothing bores people more than a website that sounds like a bunch of fake corporate mumbo jumbo. People want to feel like they have a connection with the company they buy from. The days of the small guy sounding like the fortune 500 company are gone. People buy from who they know, like and trust.
That means people want to know who they are dealing with. They want to feel a connection.
Talk to them. Make them feel like they already know you. Be sure to add a little personality to your website. Show more about the culture around your company and make them feel like, as a customer, they are part of your family. Not just a number.
Is it easy for them to buy?
Nothing is more frustrating than going to a website, finding what you want and not being able to figure out how to buy.
I’ve made a decision. Now, what’s the next step?
Do I “Add To Cart”, “Call Today” or “Fill out the form below”?
Tell them what you want them to do. If you want them to call you, you need to be sure to add the phone number right there and in big bold numbers. Don’t hide it. Make it as obvious as possible. You don’t want to leave it to their imagination.
There is a great quote that I have always remembered related to marketing.
“The confused mind never buys”
You need to tell them exactly what to do. Don’t make them think about it. Don’t hide what the next step is. Get it out there big, bold and loud. Don’t leave any room for question.
So many business owners are afraid to ask for the sale. If you want someone to buy, you have to tell them what the next step is. Don’t be afraid to do this. Make it a no brainer for them.
So, by just checking these basic points against your own website, you can see how a few simple changes can make a big difference to how effective your website is as a marketing tool for your business. Don’t just let your website become a static boring online brochure and make it as effective as possible. By making these few adjustments your prospects will know that they made the right choice and your bank account will love you for it.