subject: Is Your Website Helping Or Hurting Your Business? [print this page] In ideal circumstances, your business's website works around the clock to attract and convert new potential clients. But in many situations, business owners don't pay enough attention to maintaining and updating their websites, and end up with pages that actually hurt their business!
To ensure that your website is boosting (rather than dragging down) your business, make sure you have these essential elements in place.
1. A clear purpose for every page. If you've gradually built your website as your business has grown, it may be time to think about a complete overhaul. Strong, business-growing websites are designed with the whole in mind. Each page of your website should have a clear purpose with a distinct call to action for visitors. Sites that are laid out well feel intuitive to visitors, allow them to explore your offerings without feeling frustrated, and establish your business as trustworthy and on top of its game.
2. A way to gather information from new visitors. Visiting a webpage is the Internet equivalent of walking into a store: by navigating to your page, visitors express their interest in what you have to offer. Make the most of this interest by including on your site a way for visitors to provide you their contact information. Many business owners offer a free product or newsletter that visitors can sign up for. Once you have this information, you can start nurturing a relationship via email that could ultimately end in a sale.
3. Content that builds trust. In order to establish you as an expert, your website content should include your background and credentials, testimonials or examples of your previous work, and impeccable grammar and spelling. Even if you have to shell out some money to hire a copywriter for this (as well as a designer to develop the overall site), the investment will be worthwhile. In the age of the Internet, few things communicate a message of incompetence as quickly as weak website content and a confusing layout.
4. Interactive content. By giving visitors a chance to interact with you and others in your online community, you allow them to become more invested in your business. Include links to your social media pages and blogs on your website so visitors know how to join the conversation.
5. Images, videos, and an aesthetically pleasing layout. Your website doesn't have to be a work of art, but it should look as if it was created by a professional. Websites that look amateurish send the message that you either cannot or will not invest the money and time it takes to build a strong website--not exactly what you want to announce to first-time visitors!
6. Information that your prospective clients want. Finally, make sure you have plenty of information for prospective clients. This doesn't need to be on the home page, where it can be overwhelming, but it should be easy enough to find for visitors interested in learning more about your industry, your experience, and your services. Even if there's information you'd prefer not to post on your website (such as pricing details), it's important to give people a way of getting such information (e.g. offer an email address at which prospects can request prices).
If you're worried that your website may be hurting your business, now is a good time to bring in an expert who can evaluate your current online presence and, if necessary, help you update your look. If you need help finding a great copywriter or web designer, let me know as I have great contacts I can forward your way.
