There is much more to do when you revise your website than just following a simple to do list of step-by-step instructions of what to do when updating a website like I posted in January of 2009. An effective update really begins with a focus on the goal and purpose of the website.
What is the goal of your website? I find that many of our clients say that their company wants to use their website to help customers find their business. And want to do business with them. And they want make their site easy to update.
To Attract More Customers to Your Website, Consider your Audience
Before you pick your colors and style of graphics, think about the reader coming to your website.
What’s their biggest problem? What are they looking for? How do they describe their problem? (Compare it to how you describe their problem… You probably are using phrases from your own perspective, not their’s.)
Why not talk to some of your potential customers and get a verbatim of exactly how they describe their problem and what solution they are searching for? That way you know the inflection, the tone, the feeling as well as the exact phrases they use to search. You’ll be able to relate to them, not to talk at them.
But getting them to your website isn’t enough to meet your goal.
Get the Visitors to Turn into Potential Customers with Conversion
Who exactly do you want to attract? What do you want them TO DO? (I know, I know… buy from you. Sure, but what’s the NEXT STEP?)
It could be sign up for your enews. Subscribe to your blog. Ask a question. Many websites go right for the “request a quote.”
What’s the one thing that is stopping them from taking the next step? After making sure your potential customers find you, converting them from visitor to potential customer with the use persuasive copy, easy to understand next steps, request a quote buttons, contact us form, even drop downs to help them self identify all aid in conversion.
The best sales and marketing trick tip is to make it simple. Not too many distractions. You’ve probably heard of a landing page, that has been heavily designed with SEO (Search Engine Optimization) so the visitor is more likely to be in the target market of the company.
But what about a squeeze page? Here’s a video about a squeeze page or maybe I should call it a squeeze video and an example of an actual squeeze page by a company in the UK. Notice how clutter free!
Once you sign up, they use a thank you page with an automatic audio clip to tell you the next steps (look in your email for confirmation email.) Each step is clear, consise and only offers one link or one choice.
A squeeze page has only one choice for exiting the page… signing up. It usually involves a huge read headline, convincing copy, some testimonials and ends with the sign up form.
I picture someone twisting my arm to sign up. Not a pretty image, is it!? But borrowing some of those strong arm techniques from the direct marketing world, will make a stronger conversion rate for your website. And a more powerful marketing tool for you.
What about a capture page? (Now if squeezing is twisting my arm, this is feeling like a trap… I wish these pages had names like “May I help you find what you were looking for” page.) It is similar to a landing page because it is heavily SEOed and a squeeze page because it has only one goal — to get you to sign up.
A landing page, squeeze page or capture page all need to be carefully written. I’ve heard that they could be viewed as junk pages like “spam” and sandboxed from the search engines due to keyword density, keyword stuffing, lack of content, or other over zealous techniques… so be “reasonable” when you’re creating your specific pages.
Beyond getting the visitor to turn into a potential customer, your website has to have a reason for them to come back again, to establish a relationship. People rarely buy the first time they see something, unless it’s a pack of gum at the grocery store. Assuming your product or service is not an impulse purchase, it may take multiple interactions on your website, so it’s important to keep content fresh.
Develop your Content and Make Your Revised Website Easy-to-Update
Content management doesn’t have to be difficult. Only by developing more content to update your website and keep it current will you be able to hold off on the next major refresh and website relaunch.
Because of content management software, the days of calling your webmaster to switch out a banner or add the newest press release are over. You can do it in house, yourself. In fact you should!
If you aren’t a wiz at Dreamweaver, get their program Contribute, which is Dreamweaver with training wheels. Or create the website in WordPress which more and more is being used as a CMS content management system software instead of blogging software because of its ease of use.
Surprisingly, many of our client companies have already installed a content management in their websites, but still prefer to call our marketing agency to help them to upload a new photo or insert some new copy for them. Maintaining websites, while we do this, is not usually one of the main services my marketing company provides. Helping clients attract new customers is however. So we do the web maintanence functions too.
In summary, consider these three principles when updating your website to attract new customers:
- Think like your customers (SEO & good copywriting)
- Make it simple to take the next step (conversion)
- Make it easy to update (content management)
What am I forgetting??
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You bring up some awesome points! When doing a site design or re-design, its important to have a thought out and thorough plan for what your wanting to accomplish. The site must have a sense of purpose and direction to it. Great post!
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