Your website has to be about your business – the products/services that you provide. That comes first. When visitors land on your website (however you drive them there), they’ll be looking to check they’ve come to the right place. So Step 1 is to provide whatever it is that lets the visitors know that you are a potential match for whatever they are looking for.
But then what? We have someone who’s confirmed that you are potentially able to provide the solution required. S/he has seen enough to think it’s worth pursuing.
Here is the 2nd Most Important Thing your website should have. The fabled “Call To Action“. In other words, don’t leave the interested visitors hanging – guessing what the next step should be. Do they phone you? Email you? Fill in an online enquiry? Can they buy it there and then? It’s up to YOU to tell them – and the easier you make it, the more likely it is to happen.
Don’t ask for a long form to be filled in with lots of deep-thought answers, unless it’s important to you that they do. On this website, I have a quick and easy Contact form (see that “Contact” link up in the menu). But I also have a much more involved form for potential clients that may want to work with Winch Websites, in the Project Enquiry form – this is an essential pre-qualification to see if the business owner knows enough and cares enough to be able to clearly set what the project is to achieve. It saves time on both sides if we both know what we’re doing, why, who for, and for what objectives.
So look through the home page on the Winch Websites site – you’ll regularly see a big orange button asking for the visitor to get in touch. These lead to a short and easy form – and the less a form asks for, the better (less ‘friction’ = more submissions).
Make sure ALL your webpages include a Call To Action (or CTA, in marketing-speak). Each page, at the top, the middle, the bottom, tell your potential clients exactly what you prefer they do next to go to the next step. Then make that action as easy and simple as possible (and make sure it runs on both desktop and mobiles!).
Is your website working for or against you? If you’re missing CTAs and you think it’s time to get a website that is effective and pays for itself, get in touch. (See what I did there? CTA again!)
A change in your business offerings is always going to be a catalyst for a review of how you market and publicise your business. At Enhanced Power Virtual Office Assistance, the principal Roneta had worked hard to gain certification as a Registered BAS Agent. This gave her a whole new arm to her business – in addition to the paperwork, book-keeping, editing and administration services she could now prepare and submit the Business Activity Statement (BAS) on behalf of her small-business clients.
Roneta wanted to make this major extension to her business front and centre. Her website was about 5 years old, and while perfectly acceptable the technology it was built with was behind the times – as was its design and layout.
So a revamp was on the cards. The core business service features prominently as the first thing visitors see. But it’s not a dry “We do BAS”. The site focusses on the visitor and how s/he can benefit from Enhanced Power Virtual Office Assistance. Time. We all want more time, and if your business isn’t administration, papework, and BAS, odds are those things are what you’d rather NOT do. This theme carries on through the site. Roneta is about taking off you what you don’t want to do anyway – doing it for you professionally and economically.
Client testimonials add social proof of Roneta’s capabilities and ethos. Contact details include a quick online query form. And a video adds extra visual appeal. A separate page breaks out more detail on what Enhanced Power Virtual Office Assistance can do.
Roneta didn’t want to go much further online because each client has unique needs and aspects, so it’s important to discuss with each lead what she can do and therefore what sort of pricing will apply. This is a small 2-page website that is all about lead generation. Let visitors know what Roneta does (and why that’s of interest), and encourage them to get in touch.
How about your own website? Do you know what you want from it? Does it actively work to achieve that? Our “Project Enquiry” form will help you work that out if you aren’t too sure – you don’t need to submit it, of course, unless you would like Winch Websites to put together a proposal customised to your needs. That form will get you thinking though.