The Truth About Why Your Website Isn’t Working
“I’ve had my new website up for a while now and nothings happening”
I’ve heard it echoed many times by new website owners who’ve been recently hooked up with some online swag.
The usual problem is that these sites weren’t built to do anything but impress.
And if there was any forethought, planning or strategy, it was vague.
Most blogs on this topic will tell you to go out + proactively tell people where they can find you. This is great advice that might get people to come, but it’ll only be rewarding if you’ve built your website to meet specific goals in the first instance.
“A web design with no goals or strategy behind it could get lucky and have some success, but more often than not, it ends up being wasted time, money, and effort.”
It’s vital that your new website is built to meet a specific purpose.
Purpose gives rise to:
- Natural flow and organisation of your website.
- Design, style and tone used to develop a website that works.
- Probable growth
Purpose can be defined by 4 general terms…
- Inform: Provide information to current or potential visitors
- Promote: Market products or services
- Access: Allow visitors easier access to your products or services i.e.; purchase items instantly, instant quotes, order status, submit applications
- Interact: Customers can submit requests, view applications + track orders
Like I said, these are general which means they’re still too vague. To increase probability that people will come, stay + return. Your purpose(s) must be S.M.A.R.T (specific, measurable, attainable, realistic + time bound).
But it doesn’t end there…
You now need to turn your attention to your visitors. For example:
Say what you mean.
Forget clever. Clever is often confusing. Succinctly communicate what you do + who you do it for so they know they’re in the right place.
What do you want them to do when they land on your site?
Do you want them to sign up to your list or would you like to introduce/educate them about one of your products/services? Highlight those areas with a call to action. Something that sticks out like a sore thumb with copy that speaks to their objections + desires.
Just because your web page has some empty space doesn’t mean you should use it. White space improves readability + increases conversions
Converse in their language
Leave your industry terms at the virtual door but if it is necessary to impart something industry specific to your audience, use analogies to help them understand.
Know how they like to consume information.
You may just have the awesomest blog around but what use is publishing a 3 page blog post on the “5 key principles of parenting” when in the real world, us parents are deprived of the time to read it? An audio would be accessible or a series of short sharp blog posts would suffice.
Over to you,
Tell me in the comments how your business has changed since you got your new website (the good and the bad)
Have you downloaded The Essential Website Planning Checklist yet?
I invite you to go ahead and do than now.
Discover what it really takes to build a website that actually works to meet your goals.
GET THE CHECKLIST!