Are You in Need of a Website Marketing Makeover?
Albert Einstein once said “The definition of insanity is doing the same thing over and over and expecting different results.” Sticking with a website that doesn’t work for you is insane. Yet, companies do just that every day. They leave their outdated, static website up while potential sales continuously pass them by.
So, if you’re ready to stop being insane, it’s time for a website marketing makeover. Following these tips will take your website from a useless waste of space to a marketing machine that generates leads and boosts your bottom line.
Step 1: Identify the Problem
Before you can take the wrecking ball to your website, you need to figure out exactly what’s wrong with it. Is it failing to generate traffic? If it is getting decent traffic, how is the conversion rate? What about the design? Does it reflect the character and theme of your company? Also, does it pair well with the rest of your marketing collateral? Don’t forget about the copy. You want to make sure it’s sending the right message to your visitors and eliciting the right responses.
Step 2: Create a Solution
Once you have a list of everything that’s wrong with your website, it’s time to create a website that addresses all these issues. Assuming your website has all of the problems mentioned above, I’ll go through solutions to each of them.
Is it failing to generate traffic? If a website doesn’t get any traffic, does it really exist? Thankfully, traffic is fairly easy to generate. But you don’t want just any traffic coming to your website. You want to make sure it’s high quality, relevant traffic.
Obviously, SEO is one of the best ways to get traffic you can convert. You want to optimize your website for relevant keywords that your customers would be likely to search for. One easy way to come up with keyword ideas is to use the Google Keyword Suggestion tool. Simply enter phrases you think potential customers would use when looking for your services, and the tool will give you a list of keyword suggestions with statistics on the search volume of each.
If it is getting traffic, how is the conversion rate? If your website isn’t converting, it doesn’t matter how much traffic it gets. Of course, the conversion rate could be low for any number of reasons. Here are a few things you can do right now to improve your conversion rate.
· Eliminate Distractions- We’ve all seen those websites that look like the webmaster threw up on them. They seemingly have no rhyme or reason, and they’re overwhelming to look at. When someone lands on your website, you want to guide them to a specific action. For instance, if you ultimately want your visitors to fill out a contact form for a free consultation, everything on your page should direct them to doing so. If you see anything on your page that distracts the user from doing this, get rid of it. Remember, white space is your friend!
· Use Emotional Copy- If you want to truly connect with your visitors, you need to make an emotional plea with them. Remember, buying is an emotional decision, not a logical one. In fact, a university in Rochester once did a study that found people can’t make decisions without emotional guiding factors. So, stop playing it so safe in your copy. Inject a little personality, and talk with your readers not to them.
· Simplify Conversion Process- You don’t want to make your visitors jump through hoops to take the action you desire. Conversion should be a simple, one-click process. If you ask them for too much information or to take too many clicks, they’ll click “back” in the blink of an eye. When it comes to conversion, simplicity is the word that matters.
What about the design? The design of your website plays a significant role in how successful it is. This isn’t to say that you need to reinvent the wheel with your website design. In fact, some of my favorite websites have clean, simple designs. It’s all about having a design that’s user-friendly and that makes sense for your brand.
- Does it reflect the character and theme of your brand? In many cases, your website is the first impression potential customers will get of your brand. You need to make it count. The images on your website should reflect your products or services, making it clear what your company does the second someone lands on the page. Again, keep your website design clean and welcoming. The navigation should be easy to understand so that people can find the information they want quickly. Use white space to add significance to important images or content you want visitors to focus on first.
- Does it pair well with the rest of your marketing collateral? This is one of the most common mistakes I see. Companies often have a disconnect between their print marketing materials and their website. Why? Remember, your website is another tool in your marketing arsenal. It should have the same aesthetics and messages as your other collateral. This creates a unified image that your customers can easily associate with your brand. It’s easier for your customers to connect with one consistent theme than with multiple themes across your marketing collateral.
Step 3: Always be Testing!
It’s not enough just to put up a new website and forget about it. You need to always be testing your website to ensure it’s performing at its highest level. By constantly fine-tuning your website, you’ll give yourself the best chance of having a website that truly works for you.
Do you have any website marketing makeover stories? Share them with us in the replies!