A website without traffic is useless. Chances are, you had high hopes for your website of being your 24/7 sales force. Just because you have a full-featured electronic sales portal, customers aren’t necessarily beating a path to your e-door. And if they do find you, are they finding what THEY need, or what YOU want to tell them? Those two things are not necessarily the same.
If your website is the best kept secret around, there is a good chance that your customers will find your competitor instead. If you’ve launched a website, put that address on EVERYTHING. And tell people. Put it in writing. Add it to your email signature. Get some vinyl lettering from a sign company and put it on your company vehicles. Just get it out there!
Get to the Point
Your website needs to grab attention on the first page—but in addition, it must be CRYSTAL CLEAR that the site visitor know what you sell. It takes visitors less than 5 seconds to decide to stay or leave your website. If your company sells air conditioners, do not set a “comfort and lifestyle” video to launch as soon as you land on the home page. Strong images and simple, direct headlines are critical.
Don’t Annoy Visitors
Animated graphics can be cute. Videos can be moving. Flashing text can draw attention. Music can inspire and draw emotion. But use these items sparingly. If they do not actively compel a site visitor to make a sale, then remove them. Unless your website is specifically an entertainment vehicle, the job of your website is to educate customers and sell a product or pick up the phone. Everything else is fluff and hype. Know your audience and the mindset needed for them to purchase.
Be the Expert
Chances are, you are expert in your field. A real expert knows more than their product—they know the industry. What added value do you offer to customers? What tips and supplemental information can you provide to customers so that they know that they can count on you? Consider adding a blog with frequent, timely information. It doesn’t have to be long—just useful.
Be ready for your customers however they find you. Make sure that your website works on tablets and smart phones. Even if customers are not actively buying from their phone, they may be researching, comparing, learning, or gathering contact information. Make it easy for them!