When was the last time you did a quick health check on your website?
I’m not talking about the technicalities of site architecture or appearance in search results, but rather more straightforward questions…
So here’s where many business owners pause. What is our website supposed to do?
Most businesses, large and small have a website. It is seen as a necessity – rather like business cards or a logo. Most websites follow a standard(ish) format of home page, services pages and contact information.
This format is perfectly acceptable if, and only if, this helps you achieve your business goals.
So what are your goals?
Let’s start with your business goals.
Some typical examples are:
- Operate a profitable enterprise
- Deliver outstanding customer service
- Grow revenue by 50% per year for the next 5 years.
Take a few minutes to jot down the top goals for your business.
When you have your list you can move on to more specific goals. As an example:
Main goal: Grow revenue by 50% per year for the next 5 years.
What steps will you need to take to achieve this goal? Perhaps:
- Generate 48% more sales leads per month
- Maintain lead to sales conversion rate of 22.8%
- Increase customer retention rate by 9.5%
These are just a few of the ways you could go about refining your main goals into smaller, sub-goals that are very specific.
Goals for your website
Review your list of sub-goals.
Now scan through your website.
Which elements of your website are actively supporting you and your business in achieving your sub-goals? Perhaps more importantly, where are there omissions? How could you improve your website to help you achieve your goals?
Here are some examples of the questions to ask if you want more sales leads:
- Does your copy and supporting images engage with your prospect?
- Are you clearly showing your prospect the benefits of working with you?
- Are you displaying your calls to action in the best positions?
- Are they compelling enough?
- If you’re generating leads from specific sources which page will they land on and is this the best page to showcase your strengths?
Think about your customer journey
If you invited a prospective client to your office to meet the team members they would be working with, would you line everyone up and ask them to simultaneously introduce themselves? Probably not.
Perhaps you would take your client from department to department introducing them to the key team members. You might explain how they would benefit from working closely with Jane in accounting so they have peace of mind that all the paperwork is in order and Lisa in the creative team who will ensure their brand is integrated beautifully into all artwork. Not to mention the successes you could achieve with your top performers in sales, Alex and Martin who are super excited at the prospect of working with them.
You see, you take your new customer on a journey and show them how great working with you can be. Then you ask for the sale.
Your website is no different. You don’t need to bombard your prospect with every message on the homepage – to be honest it will probably bamboozle them. Simply give them the freedom to follow the path that means the most to them. Lead them to the content that answers their burning questions or alleviates their fears.
Then ask for the sale
It may sound like I’m stating the obvious, but I’ve reviewed so many websites that rely on the visitor to make all the effort. The visitor is left to find the contact page, hunt for the phone number with zero encouragement or motivation from the site content.
Are you giving your visitors a good reason to call? Are you making it as easy as possible for them to get in touch?
Setting your website goals
This doesn’t have to be complicated. In fact, simple is far better.
Do you have a clear, simple goal? Have you written it down? How will you measure your success?
Here’s two examples to help get you started, I hope they inspire you to find clear and simple goals for your website.
Action: Start a pay-per-click advertising campaign
Measurement: Google AdWords conversion tracking
Review date: 8 weeks from commencement of campaign
Action: Experiment with new calls to action, both content and position on the site.
Measurement: Goal completions in Google Analytics
Review date: 3 months
Help in setting your goals
If you would like some help in reviewing and setting goals for your website request a free 45 minute consultation with me now. There are just 2 places remaining in January. Click here for full details.
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