If your website isn’t cranking out the new business that you expected it would and you’re looking to boost your website’s effectiveness, consider this. Does each and every page on your site have a purpose that contributes to the overall effectiveness of the business?
For example does your “About Us” page tell the visitor how your company can provide a solution for their concern and then ask them to perform a specific action (go here to see our products, for more information contact us) or is it just a fact sheet about your business?
While you may be proud of the history of your business, the visitor is looking for information that will let them decide if YOU are uniquely qualified to meet their needs. By engaging him or her with a specific call to action you move them one step closer to becoming a customer.
Making sure you’re reviewing your website to evaluate if every page has a purpose; otherwise you’re leaving money on the table. The more you can engage the reader by getting them to perform an action the better your odds are for a conversion.
5 Steps To Improving The Effectiveness Of Your Website:
1) Know what you want the visitor to do on every page and then tell them to do it. While the call to action may be obvious on pages like product descriptions, newsletter sign up and the like don’t forget to take advantage of the opportunity to tell a visitor to perform an action on every page including the Contact Us and Blog posts.
2) Feature your top service or product on your home page. If you are an appliance store and most of your sales come from refrigerators feature refrigerators. If you are a chiropractor and most of your patients come to you with sports injuries, feature treating sports injuries. This identifies you immediately and does not confuse the visitor with a laundry list of everything you have to offer.
3) Build your email list. This is an opportunity to directly market to your prospects and existing customer base. Don’t hit them over the head with sales pitches but do ask them to visit the site or a specific page for additional info (where they will encounter another call to action that leads them down the sales path).
4) Build trust and credibility through third parties. Join the local BBB and put their logo on your site. Include logos from any associations or recognized industry groups. If you’ve received an award from a manufacturer you represent make sure it’s prominently displayed. Do the same with any factory certified training.
5) Don’t let graphics overwhelm text. Great graphics build interest but your copy is what sells. Make sure your copy is “front and center.”
We suggest you go through every page on your site and check for an appropriate call to action. If there is no clear action add one even if it is just a link to another relevant page. Don’t rely on “compelling copy” alone to drive the customer to the sales page…tell them to do it and do it now! Once you’ve turned over this new leaf of directing people through your website, you’ll naturally boost your website’s effectiveness… I see it happen all the time.