7 things to implement right now to get the most out of your website
In this article, you will learn what exactly you should do to make sure your website has more potential to increase your sales.
What should your website be responsible for?
Many business owners have once thought of having a website where they would post all the relevant information about their business. In reality, at least 80% of all those websites are just sitting there instead of helping businesses.
So what should a website do for you? How should it affect your sales? Should it bring you some viable results? Should you receive phone calls out of nowhere and learn later on that a person on a call came to you through your site?
Absolutely. Unfortunately, many business owners still don’t take their websites seriously, therefore many sites are being abandoned without a given opportunity to help their owners, and, of course, such websites are not destined to bring results. That’s why it is hard to justify an expense for building and/or promoting a website, because people know, that not many companies actually benefit from it.
However, there are so many things you could do to make it work!
Sit back and relax – is the worst promise given by web design agencies
You might have been told by web design companies, that when your website is launched – all you have to do is sit back, relax and wait for miracles to happen. Unfortunately, it is far from being true.
The thing is – your website can look fabulous, every time you open it – you may have this funny ‘in-love’ feeling, or it can be plain and basic. Whatever the case it is, ask yourself, is it really built to do what it’s supposed to do? Have you and your designers even talked about how your website can achieve your goals and expectations?
In this article, I will prove you that just having a website does not mean you will get more business out of it, and you will also learn about ways to gain more customers on the Internet.
Plan of Action
Here we will cover 7 things you could do straight away to make sure your website has a potential to attract customers and capture leads.
So here’s a re-cap of what you should do in the next week:
- make sure your website displays properly on all modern devices
- make sure you can easily click a button to make a phone call to your business
- make sure all your contact information on your website is up-to-date
- make sure that all the contact forms are working
- make sure you have some form of lead capturing process set up
- make sure you use less technical language in your website’s copy
- make sure you have a Blog / News section which is vital
Let me explain every step so that you understand the importance of implementing it.
Responsive websites optimise user experience, which means no matter what device your visitor is using to browse your website, it will still look sleek and will be easy to navigate, find required information and make it easy to contact your business.
To check if your website is responsive, head over to Google’s Mobile-Friendly Testing Tool and paste your URL
Click the “Run Test” button and grab yourself a cuppa.
When you come back, you’ll see one of these two messages:
Is your page mobile-friendly? Fantastic, move on to the next step! If it isn’t, Google will give you a list of found issues, that you should forward to your developer or the agency responsible for your online presence. Make sure, however, that when the website has been fixed, you resubmit your website to Google’s indexing queue. It can be easily done on the same page under “Page is mobile-friendly”, just click “Submit to Google” and you are done. Easy-peasy.
CALL US BUTTON
When a person has landed on your website from their mobile device, it is always a good idea to give them a tool to easily make a phone call to your business. It can be done by implementing a piece of code to your homepage. The closer it is to the top and the more visible and attractive it is – the better. Obviously, it should be replaced by a visible phone number for desktops and a similar “Send us an email” button.
Do whatever it takes to let your customers contact you the easy way. And make sure to test the implemented buttons on different devices and be confident this tactic works. In fact, 75 percent of people visiting our website from mobile phones, would click a CALL US button, because it is EASIER to have a quick chat and get answers straight away rather than trying to find the required info clicking through pages.
Have you moved offices or changed business phone number? Or maybe your email is not email@example.com anymore, but firstname.lastname@example.org? The first thing to do – is to make sure all the contact information throughout your website is up-to-date. Try to think of any articles or a service page where you may have outdated details, go and change them.
Not only will it provide your visitors with correct data, but will also show Google, that your website – is one of your important business assets, and you are keeping it up-to-date.
Next thing you want to do – is to go to Google Business, and make necessary changes in your profile.
Lastly, update any directory listings you may have with Yelp, YourLocal (or any others), this will boost your rankings in Google Local Pack (results showing under the map when you are searching for local businesses). Otherwise, you may be at risk of being pushed down the list, if Google finds inconsistencies in your listings throughout the web, and loose customers, who won’t be able to contact you.
I know, to some it may sound obvious, but I saw many people forgetting to do it.
Do you have a contact form on your website? Or maybe a booking form? It is worth every second of your time to make sure they work.
TIP: test your forms on your desktop AND mobile devices. In case of booking forms (especially developed by third-parties): sometimes they are not compatible with mobile phones, or require some extra settings to work smoothly on smaller screens.
Let’s take a look at two examples:
You are a dentist and your website is one of the channels you are getting clients through. You take your website seriously and are constantly putting much work into it, by providing visitors with valuable information. A couple of months ago you have written a 10-page guide “How to make your mouth feel fresh” and got your developer to instal a lead capturing form.
So a person comes to your website, and gets an offer to download such a guide in exchange for their email address. Most people would go for it. Now you have an email database of people who visited your website at some point and got interested in what you have to say. The truth is – these guides get downloaded but less than 15% of people actually read them.
Why not use such a great opportunity and contact those guys again and again? And finally get them to visit your dentistry and convert them into paying customers?
Here’s the second example:
You are a local mechanic and your website looks fabulous. People come to it, look at what you have to offer. Some of them contact you (you’ve checked all your contact forms, and implemented “call” and “email us” buttons, right?), but some don’t. The second half just leaves for good and there’s no way you can get in touch with them as there was no opportunity for them to leave an email or a phone number. They.are.gone. That’s it.
So make sure that not only you provide valuable information to people, but you also get something back – ideally, depending on what your offering is, it should be a number and an email address, however, keep in mind, not everybody is willing to give away their phone number.
If you decide to use pop-ups:
I have seen many websites that place big pop-ups on their pages, that cover most of the screen. Lead generation is absolutely a must, however, such pop-ups will result in fewer conversions and pretty disappointed visitors, who will have to do an extra action to close such a pop-up. More so, pop-ups that cover most of the website’s content can also hurt your Google rankings.
So make sure you place your pop-ups in relevant places, such as blog posts, services pages, pages that have some information related to the pop-up.
We strongly recommend you use non-technical language on your website. Always remember who your target audience is. If I was to go and find a surgeon who’ll make my nose look nicer, I’d rather google “nose job Dublin” than “rhinoplasty Dublin”, since I might not even know what it’s actually called.
Try to make your website copy, articles, project/product descriptions, guides, emails as easy for a website visitor to understand as you possibly can. To help you do that you may want to come up with a few technical “keywords”, then turn them into “non-technical” and to make it more fun, try Thesaurus or simply google for your keyword + synonym:
Use synonyms and variations and use technical language only where it’s impossible to do without it.
FINALLY, BLOG OR NEWS SECTION
Pity, many businesses still don’t realise the importance of a blog/news section on their websites. Not only will it give your business credibility in the eyes of your potential customers, show Google that your website is being maintained, but it also will give your business turn up on Google for more search queries!
Blog do’s and dont’s:
Don’t concentrate on yourself only. Ask yourself what information your visitors would like to see. What subject will make them feel excited or intrigued? What will get them to read your piece of content till the end and share it with their friends. Do provide value, this should be the number-one-rule for all your content creation processes. Value is the key to better engagement with your copy.
Now you know about the key elements to growing engagement with your website, potentially get more and better rankings on Google and, of course, get more sales through your website. What’s next? Go and implement them. We have put together this quick checklist to make your life easier: The Checklist
If you would like a professional to look over your website – feel free to fill out this form and we will gladly provide you with a professional overview of your site.