If you ask 100 people the purpose of a website, you’ll probably get 100 answers. Websites are created for many different purposes, but there is one main reason for businesses, like yours, to have a website: support your efforts. Yes, that’s right. A website should be created by businesses of all sizes to support their efforts. In this blog post, we’re going to chat about how your website does this and what parts of your website are best for providing this support. Let’s get into it.
Website visitors, also known as potential customers visit your website normally to learn more about your company, products and services. If your website isn’t prepared to “go to work” when a potential client arrives, you have a bad website. At all times of the day and night, your website should be working to support your efforts. Your website has five main jobs:
Tell Them About Your Business
Your website was created to tell the world about your business, your products, your services, your history, your values, your vision, and your core mission. After skimming your website, visitors should have a good idea of who you are and what you offer.
Notice, I said skimming your website. Yes, that’s correct. People are not going to read your website. I know, I know. You spent hours crafting the perfect message for your homepage and now I’m telling you no one is going to read it. Well, there may be a few people who will want to read it, but most people will simply skim it.
This is why I tell all my clients to make use of headings and bullet points. It makes it easy for visitors to skim your content and get a good idea of what you’re trying to say. You need to say a lot, in just a few bullet points and this isn’t always easy to accomplish. For this, I would suggest working with a really good copywriter who can add a little finesse to your words and make them really stand out.
Answer Their Questions
Your website should not send anyone away wondering about your business. You want to think of your most commonly asked questions. What do people always ask you about your business, products and services? This is the information you should cover in your website content.
So, if you receive lots of questions around your product sizes, service details, or offer prerequisites, be sure to answer those questions on your website. And don’t make your visitors have to hunt for the content. Your website architecture (how your website is setup) should be easy to understand and follow. Don’t make your visitors think.
Highlight Your Offerings
The things you offer to your customers and clients should be easy to find and understand on your website. Within 5 seconds on your homepage, I should automatically know what you sell. Are you a baby sleep coach, real estate agent, mobile bar owner, or family therapist? Don’t burry the lead. Let people know, right off the bat, what it is you do. Again, don’t make them think.
You should also provide all the details necessary about your offerings. This could include design specs, sizes, colors, and pricing. Pricing? Yes, pricing. Even for those who offer customized pricing, you could at least provide a price range, so potential clients know up front what the investment would be. This is a great way to weed out those people who don’t actually fit into your target market.
Be a Conduit
Through your website, your visitors should be able to easily and quickly find your contact information. Your email address, phone number, and social media should be accessible from any webpage on your website. And test! Yes, test your contact information regularly to ensure everything is still accurate. Is your phone number correct? Does your online form work as it should? When you click “email me” does it go to the correct email address?
It defeats the purpose, if your contact information is there but inaccurate. Again, I shouldn’t have to hunt and peck looking for your contact information. Make it accessible to everyone on every page.
Sell to Them
Lastly, your website should sell to them. When I’m finished looking at your website, I should have a clear understanding of who you are, what you offer, why you offer it and how to make a purchase. Your website should be your top seller 24 hours per day, 7 days per week, 365 days per year. It doesn’t go on break and it doesn’t take a lunch. It doesn’t even go home at the end of the day. Your website is always open, so it should always be selling.
Using your words and your images, your content should entice customers to make a purchase. They should easily be able to checkout or contact you or make an appointment. This is where automation comes in. You want to make sure when a customer is ready to make that purchase, nothing — and I mean nothing — gets in their way.
So, those are the five ways your website works to support your efforts. All marketing and advertising initiatives should point back to your number one sales person — your website. As you can see, the words and images you use are very important and determine whether a potential customer converts into a paying customer or not.
If you need help turning your website into your number one sales person. Check out my website redesign services. Trust me when I say it will be well worth it!