We all know that the future of our business will be based around the internet, but the sad truth about most company’s websites is that they don’t bring in many sales or leads.
True, they may get an enquiry every now and again, but in my experience, most company’s, particularly SME’s and entrepreneurs are disappointed with the results they’re getting from their website.
The problem, however, is not the media itself, it’s how most websites have been designed. Most are simply boring online brochures. Many websites have little on them that compels the visitor to actually pick up the phone and call, or get out their credit card and purchase. As a result, on average around 98% of website visitors do not contact the company or buy.
Think about that for a minute. 98% of website visitors do not contact the site owner! That really is a shockingly high failure rate.
But, it’s not all lost. There are many things you can do to make your website vastly more effective. Here are 3 that can really help you get the results you want.
- Give Your Web Visitors Reasons Why You’re Better
Typical websites don’t do this. Instead the average site is full of vague summaries of what the company does, and clichéd banalities about ‘high quality’ and ‘friendly service’. And that, we all know, is neither believable nor compelling. It’s marketing puffery and idle boasting. It doesn’t persuade anyone to choose you and it certainly doesn’t make anyone want to write a cheque.
Almost every business would be far better off just listing the 5 top reasons people should choose their company. And then explaining why those reasons matter, and why they matter to the customer – what are the benefits you are giving to your customers. Your customers don’t want to hear about you, they want to hear how you are going to help them.
Unless you quickly give site visitors tangible reasons why they should buy from you, they’ll swiftly move onto the next website.
- Increase The Amount Of Copy On Your Site
As the great advertising writer David Ogilvy put it, “The more you tell the more you sell.” As a general rule of thumb you’ll find that if you increase the amount of information you give about your product, the more persuasive your website will be.
How is your product made? How do you select your materials?
What about your staff, could you say something interesting and relevant about their abilities?
Look at your company’s history. Do you have many years experience delivering a top grade product or service? Tell your site visitors about all these things.
What do your customers think of you? Put that on your site as well. Use testimonials, they are hugely influential, customers believe other customers.
This technique works because genuine buyers are usually doing a lot of research, especially if they are a reasonable way down the buyers’ journey. They typically want to know a lot before they buy, but most websites are short and shallow – they simply don’t give potential buyers the information they need to make a decision. And so they don’t.
- Capture Their Contact Details
This is the number one website mistake. If 98% of site visitors don’t contact you, then it’s imperative that you grab their contact details before they leave.
How can you do that? It’s easy, just offer them something they will find valuable.
There are so many things you could offer – like a free report about your industry, a checklist of what to look out for when choosing a supplier. You can even offer discounts, tips, or the chance to get your e-newsletter full of useful information each month. Make it free and make it valuable.
Then once you have their email details don’t just try to sell them stuff. Continue to send them useful and important information that can help them, in your area of expertise. Over time they’ll begin to respect you as an expert in your field. Then when the time is right they are more likely to buy from you.
Selling takes time. It often can’t be achieved on your website. So you need to stay in contact with potential buyers and win their trust, and communicate with them in a variety of ways – emails, letters, social media. Few do this and therefore they usually end up with poor website sales and enquiries.
These 3 techniques are simple and easy to apply, and I can assure you that they can work wonders on your online sales.
Although these may be the top 3 ways to improve your site, there are some more equally easy techniques you can use to improve your conversion rates quickly and simply, and implement yourself. To discover our Seven Simple Secrets just download this pdf and get started on making your website work for you!