Websites are the online hub of our business. They help us to build trust, authority. They help us to sell our offers quicker, and easier. They help us to build our email lists, capture leads, establish passive income streams.
But done wrong, websites can be more of a hindrance than a help when it comes to achieving our business goals.
Here’s the most common things business owners get wrong about websites.
It’s a one and done exercise
What’s working right now on your website, might not work in a year’s time. Keep an eye on your website analytics to see what’s working in terms of click throughs, email subscriptions, and enquiries. Do regular audits of your site and ask yourself, if I was a visitor, could I easily find what I was looking for?
SEO especially, is an ongoing task - updating relevant keywords, descriptions, blog articles, link building and internal structure improvements take time.
It’s also important that your website reflects any changes you’ve made in your business, in terms of messaging, target market, funnels or offering suite, make updates as you make changes in your business.
It should be perfect to convert
Your website will never be perfect, but you can improve it over time. Don’t get caught up in the trap of trying to make your site perfect before you launch your offers. (Do however, test that your links, and other features work!)
If you build it they will come
Even if you did have the perfect website, you won’t instantly get clients and sales. It takes time to build awareness around your offers and expand your reach via organic and paid marketing. It takes time to see results via SEO too - either via search engines or platforms like pinterest.
The home page is most important
Take some time to think about the route your ideal clients might take to reach your website. They might visit via a specific landing page, blog article or store page. Use these pages strategically to drive sales rather than prioritizing your home page.
No one looks at the website any more, it’s all about socials
For some segments of your audience, this might be true. However most potential clients will take a look through your website and familiarise themselves with your offerings and identity before reaching out to buy from you. It’s important to keep this in mind when you are creating your sales pages and service pages. What would an ideal client need to know in order to invest with you? What’s important to them right now?
It’s a one way conversation
More and more there are opportunities to make your website a two way conversation with your ideal clients. Not providing avenues for conversation is a lost opportunity when it comes to sales. Chat bots, Live chat boxes, Customer service concierges, exit feedback pop ups and website personalisation plug-ins help your clients to find the answers they have been searching for, at a time that’s convenient to them.
The definition of “High Converting”
A high converting website means instant sales right? Wrong. A conversion is merely a goal you set for your website. Possible conversions include: new email subscribers, website enquiries, time spent on the website, clicking through to a particular page. Furthermore, the average benchmark for B2B website conversion rates are around 4% of website visitors, and depend on a large number of factors such as device, landing page, traffic source etc.
Your website should make your business look impressive.
Wrong. Your website exists to help your ideal clients solve their problem faster. Your website is all about them and how you can help them. Simple.
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