When it comes to creating a successful website, small businesses tend to overlook the importance of having one. They believe a well performing website is too expensive to support and design, so they choose to go the cheap route. Or they overlook selling their products and services in favor of telling about their business. Whatever the issue may be, a lot of business's negatively impact their ability to create a successful website that helps drives business.
In a previous article, I discussed why a small business must be online in order to succeed in today's business environment. Now I am going to discuss how a small business creates a successful website that generates more sells for your business. The keyword to focus on is SELLS. Selling is the lifeline of your business and is what puts food on your table.
This is a very important point to realize because your website is your online profile that is broadcasted to those who are searching for what is you do. This means that their search brings up you and your competitors (if you are even pulled up at all). So when they go through their Google results and click on your website, will it truly do its part as an effective sales tool?
So how do you create a powerful website that actually helps in effectively selling your business's products and services?
1. Engagement Instead of Static
Do you remember those static Geocities websites that used to be the standard website on the internet? Well some businesses still have websites that look and operate just as archaic. Who would take a business serious that has a website that does not look current and has them wondering if the business is still operating?No one. A website that looks cheap will get bypassed in favor of a better looking website.
We live in an age where people need to have their attention grabbed immediately. If multiple visitors come to your site, quickly scan and leave, your site's engagement level is bad. That means your website needs to have videos, free goodies, audio clips; basically be more than just a site full of text. The average consumer today has a very short attention span; so you must capture their attention quickly in order to lead them to your intended offer.
2. Cleary Communicate the Results Produced
Your website must effectively communicate the value that can be provided to visitors who are in search for a particular solution. Many websites do a lot of telling, thinking that it is the same as selling. And that can be further from the truth. They are two completely different types of communication. Telling is saying what you believe the individual wants to hear. Selling is demonstrating the value that you know the individual wants.
When someone visits your business's website, what they are looking for is clear information on how you can solve their challenges. A bunch of fluff information is unnecessary and distracts from how you actually provide results. This only confuses a person, eliminating your business from their list of potential businesses to contact for further information. A confused person will go to another website that can give direct answers and provide clear examples of how results are produced by that business.
3. Make it Simple & Easy to Navigate
Don't you hate those business websites where you have to search hard for the desired information? For example, not being able to locate the contact information in order to call that business. That is a potential customer lost for that business because that website is not user friendly.A golden rule in sales is to keep it very simple.
Have all information upfront an easy to locate on every page so that your website's visitors can easily be led towards being a customer. Have all important information clearly displayed: email sign-up, contact information, check-out options. And you don't need 20 pages of information in order to be effective. All you need is: Home Page, About Page, Product/Service Page, Contact Page and Blog Page (optional). Just keep it simple and straightforward with effective information that leads to the desired actions being produced (engagement, inquiries, selling).
Your website is your salesperson that can sell to hundreds of people in one day. But that can only be achieved when you give your website the ability to successfully perform that task. The goal of your website should be consistent sells, making you money even while you are sleep.