How To Turn A Website Into A Successful Tool
We hate to be the ones to break it to you, but having a website simply isn’t enough. Many business owners want a website, but only because someone told them they need to have one. A successful website is a lot more than a placeholder; beautiful design and high resolution photography will only get you so far. Unfortunately, in 2014 having a website won’t cut it.
Work with your web developer to help them design and build you a website that WORKS, not one that sits on the Internet collecting dust. Make it simple, professional and easy to navigate. Communicate with your developer to help them understand your needs as a business owner. Use your words. The more information you provide your designer and developer the better they will interpret your wants and your needs. A good developer can read between the lines to marry what you know about your business with what they know about how websites work. A match made in perfect marketing harmony.
In previous posts, we’ve discussed how your website is just a pretty face until you and your developer figure out how to turn a web viewer into a paying customer. Every visit to your website should look like this:
In other words, your website should have a purpose. If you have an ecommerce website, your website’s purpose is for the visitor to fill up his or her cart and click “Pay Now.” If you don’t have a tangible product to sell, the goal of your website is to have the viewer inquire by picking up the phone to contact you, or filling out a webform so you can capture their information and contact them directly. That is how a conversion works and that is how your website becomes so much more than a place where your logo lives.
Once you figure out how to convert the viewers of your website into paying customers, you have to have the ability to track it. Tools exist to help you see who is clicking around your website, where they are clicking and what percentage they are returning. Use these tools to explore and understand the habits of the people viewing your website. When you finally see HOW people are using your website or email marketing process, you can tailor your website to cater to these habits. For example, if you notice that people are always clicking on the “Team Member” section of your website to learn more about who works for your business you may want to consider adding a Call To Action button on that page, where people are already visiting. Monitoring how people are using your website will help you modify it to increase conversions.
Proper marketing conversions aren’t a game of chance, but an exact science. There is a science and an art to presenting your business in a way that makes people want to buy your products and use your services. You already understand your business, so work with a professional marketing and web development company to combine what you know with what they know. It’s 2014. Turn your website into a conversion portal that grows your business and makes you money.