Top-5 questions every Irish website owner has to ask themselves
After reading this article, you will have a clear understanding of what should be improved on your current website to make it work for your business.
Many website owners still don’t realise that a website is one of the most powerful tools to grow their businesses. In fact, probably the most efficient one as well… when used well.
You’ve probably spent good money getting your website together, and most likely it’s left sitting there. Of course, you have the link in your email signature and on your business cards, but does it do much? And can your website really help you achieve your business goals?
Let’s dive into something exciting. Something that will help you concentrate on tweaking your current website a bit to make sure it’s top-notch and is tailored to get you desired ROI.
Does your website clearly communicate your message?
Start with identifying what exactly your website needs to do in order to help you with your business. In my experience, business owners in Ireland and all over the world have a very similar goal: to scale business. So how can your website help you with that?
Here are some ideas:
- Get people to buy your product/service while being on your website
- Get your visitors to contact your company
- Capture your visitors’ email addresses to start building relationships with them
- Position your Brand as an industry leader and build brand awareness
Whatever it is that you are trying to achieve with your website project, the most important and, probably the most difficult part of building a website, is to have a clear statement of how your company can help your potential buyers.
Example: “we sell the best wedding dresses in the country” does not sound very trustworthy, in fact, there are probably hundreds of other bridal shops who state the exact same on their websites, when “over 500 brides last year left 5star reviews about our wedding dresses” does.
Think back to your digital objectives and craft a clear message for your target audience that will look convincing. Make your website visitors relate to your brand at first sight.
Takeaway: This message should be VERY visible and catchy when a person first opens your web page.
Is your website built with your potential customer in mind?
Now, when you’ve changed the message, show your website to a couple of your friends (ideally your offline customers) and ask for their opinions.
Ask them if
- they feel they can trust the company behind the website
- they feel emotionally connected with what they see on your pages
- it was easy to navigate within the website
- it was effortless to find a way of contacting you
- there is something else they would like to see on your website
There are many more questions you could ask them, however, the key is to identify what your potential buyer feels when he lands on one of your web pages. Do they feel safe with you? Does it look appealing? Could they find the needed information?
It only takes a couple of short moments to make the first impression, and since technology is evolving fast, your website is your chance to impress.
Do you update your website with valuable information on a regular basis?
Not many Small and Medium Irish businesses take content creation serious enough. It’s not a secret that regular content publishing on your website is good for SEO. But did you know that it’s also good for your Brand Perception and Reputation? As well as it could do amazing things for positioning your company in the market and in front of your audience.
Imagine you had a terrible toothache and your dentist cannot see you today. You feel the urge to get the tooth fixed sooner rather than later and you go to Google (where else?) and type something like “emergency dental care”.
Next, you open a website on your phone, and by a click of a button, you are already chatting with one of the nurses (just per say) via their online support system, having your appointment scheduled.
Now you start feeling a bit better and are looking forward to 8 am tomorrow when your toothache is going to be gone for good.
But wait, there’s something that really grabbed your attention on their front page. The title stated, “Fast toothache relief – Dentist’s advice”. So you read through the tips and possible remedies that could help you survive the night. And maybe even try one or two remedies before bed.
You see what happened? Unknowingly, you now trust those guys, who temporarily eased your pain even before you handed them your credit card.
Takeaway: Don’t publish content, unless it brings value to your target audience.
Time to brainstorm!
So what is it that your potential customer wants to read about on your website? Maybe they are researching information on the latest trends in your industry? How-to guides? Maybe they would like to watch a quick video that will help them resolve their issues?
What is their biggest problem? Why would they pick up the phone and call you?
Put all the possible ideas together, try to expand on each one even further.
Whatever you have on your list now can be turned into wonderful pieces of content and published on your website. Some may only be good for videos/podcasts, some would need an article written, and some can be turned into an infographic, for example. Whatever it is you think best suits your target audience’ needs.
Let’s take a look at the list. Say you have 20 ideas. Well, guess what? It’s over 4 months of weekly content updates! Time to put them all into your content calendar, and not to forget about scheduling an update for one particular day and time each week.
NOTE: Ideally you want to stick to the schedule. But I know, it doesn’t always happen. Consistency is the key when it comes to your website content, so if you don’t have time for it, feel free to reach out to us, and we’ll help you with your content.
Once an update was published, share it with your friends and family, send an email to your existing customers, publish it on your LinkedIn profile. Spread the word to get the buzz going.
Takeaway: people are willing to pay experts for their knowledge, brilliant support and products/services they are offering. Position yourself as an expert on your website, and it will pay off.
Is it easy to contact your business while being on your website?
There are websites that have very little information on how to contact the business. Some only offer one contact form on the Contact us page. Those contact forms just stop working at times, without a notice. It could be a development issue, or something else might have gone wrong. It’s no good because a person who fills it out expects to hear back from you shortly. And if they don’t, they move onto your competitors’ website.
I’ve also seen websites with outdated phone numbers and addresses…
Click through your website pages, is your phone number visible and clickable on a mobile device? Is your contact information up-to-date? Will a visitor be able to see it as well as you do?
The best practices for contact information are:
- Make it visible. Your phone number doesn’t want to blend with the copy of a page.
- Make it clickable for mobile users,
- Make it simple. If you have 10 numbers, place them all on the contact page, but use specific ones (e.g. sales reps, support team) throughout the rest of the pages, the ones that you want visitors to use, while being on that specific page.
- Your main contact details have to be included on every single page since you don’t know where your visitor might land exactly.
Does your website function well on mobile devices?
Is your website responsive? Does it look and function well on your mobile? Its imperative to have a mobile-friendly website these days. These are just few of all the benefits, but these two should be convincing enough:
- How many potential customers of yours use a mobile phone daily? The chances are – many of them. If not most of them. Various studies show that an average person picks up their phone over 85 times a day, searching Google or interacting on Social Media. Is it possible that your potential buyers land on your page and will go to your competitors if they don’t find what they are looking for on your website?
- Mobile Local SEO. So much in this phrase! In short, having a well-structured, fast, mobile-friendly website will increase your chances to appear in the Local Google Pack.
Head over to this article to learn how to check if Google sees your website as responsive or not.
BONUS: Make sure you capture leads coming to your website for a further contact.
Finally, we recommend all our clients to collect email addresses of visitors in exchange for a piece of valuable information (e.g. e-book, in-depth guide, video series, email tutorials). This way you will be able to stay in touch with them even after they leave your website. And as we know, it’s always good to be connected with your potential customers, especially when they are at the stage of making a decision on what company they want to buy from.
Don’t rush into making changes straight away. It is very important to analyse your competitors’ websites and your target audience needs and behavioural patterns. I promise, it will be so much easier to make a decision as to what exactly has to be changed on your website when you understand what your customers want and how they buy.
It’s time to make a mind shift! Your website can indeed become your main business tool which will help attract more customers.
We always make sure our clients get the most out of their websites, by providing coaching sessions and concentrating on their business goals and objectives.