Invest in your website and watch the returns soar
It’s no hidden fact that designing and building an effective website is probably one of – if not the most important – aspect to running a successful, results-driven business.
Many websites however lack that all important strategic direction and functionality, when it comes to reaping in the ‘returns’. A website should function as a source of leads and revenue, not just an online brochure.
Reasons for Limited Investment Returns
Steven Leung says that there are three primary reasons why websites fail to bring in a profit:
1. Difficulty in finding through search engines – According to Nielsen, 70% of consumers use search engines to find local businesses. Sadly, many site owners focus too heavily on their websites’ ‘look and feel’ and not enough attention on search engine ranks.
2. There is no call for immediate action – Similarly, if there is no call to action (lead them to a purchase page, contact us etc), visitors will immediately go elsewhere. If this is happening frequently, it can be quite damaging to your company. All visitors are a potential lead and all leads are potential customers.
3. The site isn’t strong enough for referrals – A majority of visitors will generally refer the site to a friend if they are impressed with it. It is no longer enough just to get people to visit. Ensure your website is convincing enough and merits a referral.
So how do you avoid these mistakes?
Follow Leung’s 5 C’s to generate leads and increase your revenue.
1. Create. Providing quality content on your website will assist visitors in making decisions, whether it be on purchasing a product or using a service. Remember to consider search engine functions and ensure your company is easy to find.
2. Compel. After visitors have read the content on your site, they should feel compelled to take further action. Whether this is signing up for a newsletter or making a purchase (hopefully it is the latter!). Ultimately, this should be your primary goal.
3. Collect. The visitor must first trust your website enough to allow you to collect their contact details. This way, you have obtained a lead which you can now follow up on. Be weary of requesting too much information as some people will either resent the intrusion or get bored and leave the page.
4. Count. Ensure you are clear on what factors are working for your website and which are not. Count and measure your website’s successes in order to reveal what needs improving and what is achieving profits.
5. Change. Be open-minded enough to adapt to changing market conditions in order for you to stay ahead of your competition. Allow your website to be adaptable should you require any repositioning of your products and services offered.
Use these points to build a productive and profitable website to ensure your business stays ahead of the online game and reaps in those deserving rewards!