As a business owner, I know that you are looking for ways to improve the revenue for your business. One aspect of your strategy to do this HAS TO BE how your website and overall online presence represents your company. What do potential customers learn about you and your brand when they come across your website, social media accounts, and directory listings?
If you still don’t think it’s vitally important to have a website for your company that represents your brand in a way that your target customer will be engaged with your brand, here are a few quick stats that may sway your thinking on the level of importance.
82% of consumers WHILE IN A STORE will consult their phones to make a purchase decision.
Question: Can they find the information they are looking for on your website?
82% of SMARTPHONE USERS use a search engine when looking for or searching for a local business.
Question: Can they find your business through a relevant search on a search engine?
With e-commerce and mobile usage on the rise steadily, these numbers will only continue to grow, and it will be increasingly difficult to keep up with the changing needs and demands of your customer.
There are many aspects of a website that make it effective for your business. A lot of those factors depend on who your target customer is, but there are a lot of “standard” things about any website that will help make it user-friendly (Accessible), modern (mobile friendly) and engaging (customized to your target market). The last thing you want as a business owner is to have some aspect of your company website driving your target customer to do business elsewhere, and I would like to help you by letting you know 5 things that are costing you money, if they apply to your website.
5 Things To Fix That Are Costing You Sales
1. Your contact information isn’t clearly visible.
One of the most important things you need to have on your website is your contact information. There is no standard here apart from consideration given to the way you want your customers to contact you. If your expectation is to have them phone you, then you need to have your phone number displayed in a prominent manner. There are many who will say your phone number has to be in the top right of your page, which is definitely prominent, but as long as the information is displayed consistently on every page of your website, it could be also in the footer area with your address information.
2.Your website is not clearly legible on mobile devices (mobile-friendly).
We posted an article earlier this year outlining 3 compelling reasons why your website needs to be mobile-friendly. Have a read at 3 Reasons Why Your Website Must Be Mobile Friendly.
3. Your “About” page either isn’t clear about who you are or you don’t have one.
For the majority of you, next to your homepage the About page ranks in at #2 for website traffic. Your target audience wants to know more about you before they do business with you, especially if you are a service-based business. Put some of your personality in there, but also make sure the qualities you want to be known for are clearly articulated in your about page. If you provide a service, most people want to see a picture of you, make sure it is professional and properly represents the image you want to portray to your customers.
4. You aren’t selling your product online through your website.
If you have a product-based business, and you have a website, there is no reason why you shouldn’t be making your product available online. Think big picture and how you may be able to use technology to your advantage to improve productivity. Guaranteed if you have a competitor who is taking advantage of the technology in a way that speaks the target audience, the audience will find it there.
Restaurant: Take out menu available online with a form to submit your order.
Bicycle repair/services: Sell replacement tubes, tires, handlebars etc.
Non-profit: Ability to donate to your cause online, sell your promotional items online.
Book Store: Sell / Order online and ship to your customer.
5. Your content isn’t customer focused (W.I.I.F.M.)
From a sales perspective, your customer wants to know What’s In It For Me. If you aren’t able to clearly articulate a solution you can provide to a problem your customer is facing, you will have a very hard time convincing that customer to call you. In essence, the potential customer will be confused about who you are, what you do, and what you can offer them unless you can clearly walk them through that path through your content.
There is a very good book written by Simon Sinek called Start With Why that will get you in the right mindset for presenting your solution in a way your customer will relate to and understand.
Below is a video of a presentation that gives a brief overview.