There’s no point expecting to get high quality leads from an outdated website. You’re offering a professional service and your website should reflect that with great design and functionality. First impressions matter!
If you don’t know where to begin with analysing your website, start by looking at your competitors and the leaders in your field. Is your website on par with theirs? What could you be doing better?
If you don’t already have a website we’d recommend asking your web developers to install wordpress.org on your chosen hosting platform and use a premium website builder such as Divi. WordPress is flexible and can adapt with you as your business grows. We’re a little biased with our love for WordPress, but there are plenty of other DIY website platforms you can get started on too – Squarespace, Wix, Shopify etc.
The design and visual appearance of a website are often overlooked, particularly if the website has been created by someone without a design background. Good design is important for the user experience and for positive brand recognition. Even if you’re a small business, give your website a professional and memorable visual identity.
One simple thing to focus on is mobile optimization. If your website isn’t properly optimised for mobile your users may run into an array of issues such as fonts being too large or too small, having to zoom in to find your contact details, buttons and menus not working as they should. Basically just an all-round bad web experience. As the majority of your web traffic will come from mobile users in 2019, it’s essential that your website looks and works great on all devices in order to maximise your chance of getting them to contact your business.
Elements such as fonts, colour schemes, icon design and images should all be consistent and true to your brand and target demographic. Your website needs to look and feel like a business that your customers would buy from.
- Clean and Modern Design
- Optimised for mobile
- Consistent fonts, colours and images
- Visual appearance suits the target demographic.
Great website design is nothing without the right features for your customers to utilise. Most websites will follow a similar page structure and layout to cover all the necessities (For example -Homepage, About Us, Services, Contact Us, Blog). But aside from this structure, think about what you want your customers to do on your website. Is it simply a portfolio for your work? Or do you want customers to take an action on your website; make a call, feel out a quote form, purchase a product, sign up to a mailing list etc.
Once your websites purpose has been identified, start implementing the features and strategies required to direct your customers to take that action, and make it as easy as possible for them! For instance, an easy strategy to increase conversions that is often missed is simply including a prominent “Call Now” button that customers can tap from their smartphones to call you straight away. This is especially powerful if you’re offering a service based business in an industry where customer’s usually require your services straight away, for example – electricians, plumbers, medical centres.
Your website should also tie in with all of your other social media platforms to give you every opportunity to grow your audience, just because someone doesn’t engage your services today doesn’t mean they won’t in the future if they follow you on social media. Link to your profiles in the site footer, include a feed of your latest instagram posts and use call to actions in your blog posts on your website prompting users to follow your social profiles. If you’re serious about email marketing, prompt users to sign up to your mailing list before leaving your website.
It’s simple when you really think about it, but covering all bases and searching for new opportunities to get your customers to take action will help you avoid any missed opportunities.
- Determine action you want customers to take
- Implement strategies and features that encourage that action
- Make sure these features are mobile-centric
- Integrate other social platforms
Getting Customers to Your Website
Every business owner knows they should be active on social media, but finding the time to run Facebook, Instagram, Twitter and LinkedIn pages is hard, especially if your time is eaten up by actually running your business. But try and dedicate some time at the end of the day to put together some posts in advance, get the images/videos and captions ready so you don’t have to worry about making content every single day. You can even use a service like Hootsuite to manage all your profiles from the one place and schedule content to post automatically.
If your time is really spread thin, start looking at which social platforms are most congruent to your business. Pick one or two and focus your time on those. You can also engage an agency to look after your social media profiles so you can focus on running your business.
Blogging can be time heavy, but its a seriously powerful way of getting customers to your website (you ended up here on our website didn’t you?). Well, thought out blog posts with smart keyword-rich headings and content will help your search engine ranking, sending organic traffic to your website. Don’t know what to write about? Start by answering questions on topics that your customers will be searching about, share your insights and experience and become a voice in the industry.
You can also use the content on multiple platforms, post them as articles on sites like LinkedIn and Medium to help you build those audiences too. You could even start to compile blog posts that are related into an eBook and offer it as a lead magnet.
A simple but important strategy, particularly for service-based business. Make sure your business is listed on all of the top directory websites and make sure all of your information is correct and kept up to date. There might even be some directory websites specifically tailored to your industry, but start with the big ones – Google My Business, Yelp, True Local, Yellow Pages etc.
As well as just increasing your exposure, this will give you backlinks to your website helping to build site credibility, an important factor for good SEO.
Free marketing opportunities should always be explored and maximised, but if you have the budget it might be time to start investing in your marketing efforts through things like Google Search Ads and Facebook/Instagram ads.
While you can definitely do this yourself, with an abundance of resources online to learn from, we’d recommend engaging an agency if possible so you have experts looking after your campaigns from the get-go.
Don’t Neglect the Technical Stuff
Design and functionality aside, it’s also important that your website is set up with the proper systems in the first place. Yes, there are plenty of cheap hosting providers out there, but you truly do get what you pay for. Cheap hosting may cost you customers as you deal with agonisingly slow page load times, lacking security, website downtime and poor customer support.
We recommend Flywheel, WP Engine and Siteground for WordPress website hosting.
You also want to make sure your website appears secure to your customers to help build confidence. You can do this by adding an SLL certificate to your website. This will basically give your website a little lock icon next to your URL in the address bar telling your customers that your website is safe and their data is encrypted. Google also penalise websites in search results if they do not have an SSL certificate.
Disclosure: Sometimes we use affiliate links within our blog content. We may receive a commission on products or services that you purchase through clicking on links within this blog.