If you’ve been following us for a while, you already know that one of the concepts of Inbound Marketing is to get prospects to visit your website, so they can learn more about your business and eventually buy. The world of online marketing changes almost daily – keeping up with those changes can help give you a competitive edge.
Is your website chasing them away? It might be. Here are some of the ways in which you can encourage visitors to stay longer and not run screaming in frustration:
- Check the architecture and functionality of your site. Look at navigation from the perspective of someone who has never seen the site. Are your plugins up to date? Is it easy to find answers to questions? Does your site have a logical hierarchy? People don’t like to work to find what they want. They trust you more if you make it easy.
- Make sure your site is current. We recommend updating a website every 3 years. For our clients, this is a relatively easy task which is not nearly as expensive as starting a site from scratch. A re-design should reflect the way in which today’s prospects are searching. It definitely must be mobile responsive (here’s why: Is your Business Ready? Google is playing favorites with mobile device users.)
- Do your pages load quickly? If your prospect has to take a nap while navigating, it’s a good bet he or she will simply exit, never to return.
- Are you yelling at them? Too many ads on a site, too little white space or too many words dampen a visitor’s enthusiasm quickly. Instead, let them feel welcome and important. Keep the ads to a minimum.
- Do you have broken links or security issues? We like Sucuri or Wordfence, security plugins for WordPress, which helps neutralize threats. We offer website management for our clients, which includes keeping links current, plugins up-to-date, backing up your data, fixing outdated items, and security. Having a qualified person do this will save you countless hours of frustration and the potential loss of prospects.
- Is your content great? You should be writing to your ‘ideal client(s)’; understand their challenges and let them know how you can solve them. Your writing should be like having a conversation with your visitor, and be succinct. The benefits of your product or service should be absolutely clear.
- Make it easy to read. Use fonts which are easy on the eye and fit your business. The color of your text and background should also be easy to look at – if it causes eye strain, don’t expect your visitor to squint and stay until they have a headache.
- Use uncluttered landing pages to invite people to sign up and give you their email address. Spend time creating the perfect ‘call to action’. Clearly state the benefits and be sure to deliver on your promise.
- List building is great, but it must be easy for your visitor to sign up. Ask for basic information; if they feel they are being required to give away their unborn grandchildren, you’ve gone too far.
- Think about your brand identity. This should be clear and should permeate your online presence. Your website should reflect your brand and the personality of your business.
Follow these simple suggestions and you’ll keep visitors on your site long enough to learn more about your unique business. Track your results with analytics over the next six months and don’t forget to make those small adjustments as needed.
Your website should be one of the best marketing tools you have.
Need help making it represent who you really are? Call us for a consultation on your marketing strategy, website design, content, or brand identity. We’ll help you stand out from the crowd.
If you haven’t received it already, we invite you to download our “quick read” Marketing Guide.