Every day potential clients visit your website looking for a solution to their problems.
How many of them become paying clients? If it’s not enough then your website is basically like a lazy salesperson.
That is, it isn’t paying its way. You need to take action to fix the problem as it’s costing you a lot of money.
If it was an employed salesperson you would ask them to step up or they’d be out the door. You need to view your website the same way.
Except you need to identify and make the changes to get your website paying its way.
Here are some things you can check to start getting insights you can use to rework your website into a high performer.
1. Google Analytics. There is a ton of data in here they key is not to get lost in the detail. Firstly look at bounce rate (people viewing only one page and leaving), average time on site and average pages viewed. Then look at what devices most people use to access the site. If it’s mobile as it often is now then you need to really look at your mobile website experience and make sure it it easy for people to take the action you want them to take.
2. Number of actions taken compared with your unique visitor numbers. This is basically your conversion rate. If 1,000 people visit and 10 call you then your conversion rate to get an enquiry is 1%. The internet average conversion rate is between 1-3% depending on which sources you use. However it can be far higher. Remember if it’s 3% that still means 97 of every 100 visitors leave without taking action. Are you OK with that?
3. Website wording review. Are you using terms like we? Are you using technical language you understand but clients may not? If so you need to rework your wording to let clients know how you can help them and what they need to do next.
4. Live user tracking. Add user tracking software so you can see exactly what people do when they are on your site? The insights are priceless and allow you to make more informed changes than using just Google Analytics on its own.
5. Does your site have a clear and compelling offer that attracts your best potential clients? The offer you make determines who responds. If you don’t have a clear, compelling offer then you must create one. Don’t rush the process a bit more time taken to match the offer to your client needs will results in far more leads and leads of a much higher quality.
6. Get a second opinion? You probably wouldn’t accept a diagnosis of a serious health problem from your doctor without getting a second opinion. Do the same with your website. Find a marketing professional or potential client to conduct the review as they will be objective. For bonus points do both.
Your website can be a sales superstar if you make it one. The days of lazy selling are gone your site needs to pay its way. It’s will be one of your biggest assets if you get it right. It will work for you 24/7 and 365 days a year.