Your website is typically one of the first impressions you have to make on potential new customers. Starting off on the right foot is crucial to getting a maximum return on your investment.
Think of your website as a virtual salesperson. It’s primary role is to give your customers the information that they need to make an informed purchase from your business, either buying a physical product, or scheduling an appointment for your service.
So how do you know if your website is an effective sales machine?
There is always a reason why a person creates a website. Usually, they want to sell either a product or service that will generate income. By setting basic goals for what you want your website to accomplish, you can make sure that the content, design, and technology that your website uses is all in-line with your goals.
When developing your goals, start with a marketing plan. This document will define what your goals are and the steps that you plan to take to accomplish them. Your website may play a large or small role in this, depending on your specific goals. You may need a full website with lots of information, or a single lead-capture landing page. A clear plan will help you to get the amount of website that you need to accomplish your goals.
We also consider the customer themselves in this phase. Understanding who your customer is and what they want from you will help to further define what type of website you need. Utilizing this information in conjunction with your goals will ensure that you are on the right track.
Now that you know who your audience is and what you want them to do while on your website, you will want to consider the type of content you are adding to your site.
Website content needs to be targeted and specific to your purpose. If you are trying to get leads for your Family Law Firm, then articles about floral arranging are not going to accomplish anything for you. You will want targeted content that serves a purpose, such as to educate your customer or to build trust in your abilities. Add relevant images and style your content in a way that is easy to read and suitable for your audience. Create a plan for future content needs to keep your website fresh, up-to-date, and to show search engines (and customers!) that you are active and involved.
The next key component is the physical design of your website. Your website should be a reflection of your brand, utilizing the same fonts, colors, and overall feel as your current marketing. This allows your customer to immediately recognize who you are, whether they are standing in front of your building, looking at an advertisement for your business, or on your website. Continuity is the key to a good marketing campaign.
If you do not have a brand style guide currently, then one should be developed for your business. This will include color codes for your brand colors, preferred fonts, and usage of your logo and brand name. This doesn’t have to be a complex document, just a guideline that you can pass on to your website designer, or any graphic designer, so that they can create a website or other marketing tools that will match your branding.
You will also want to consider how your user will be visiting your website, and make sure that you maintain your branding across all platforms, including on mobile devices.
There are a multitude of available technologies that can not only allow you to easily update your website, but can also allow you to get metrics on how your marketing campaign is performing. This can include information such as numbers of website visitors, length of time on site, how they found you, and more.
By integrating these types of analytics, you can get a full picture of what is working for you, as well as what isn’t as effective. This will help you to make tweaks and adjust your website content and layout to increase your conversion. Split testing different layouts can also be a great way to determine what works best for your audience.
Here at Discount Web Designer, we work with you to create exactly what you have in mind. We have built thousands of websites to accommodate the different needs of our discerning clients, and are prepared to do the same for you. Contact us now at (800) 243-2077 to discuss your website or marketing needs!