This is the central hub of your online marketing campaign. It’s where potential clients go to find out about you, whether they’ve had their initial contact through social media, Google or being referred by a colleague. Your business website lets people know:
- Who you are
- What you do
- Your business vision and goals
However, it’s important to remember that most people who visit your website probably aren’t ready to engage yet.
That doesn’t change the fact that even among all the other elements of an online presence – social media, Google business listings etc. – your business’s website is still the most crucial factor.
Questions to ask yourself
When analyzing your business website, consider the following:
- Is it different? In other words, what’s its point of difference that might make people choose you over the competition?
- Is it credible? Can you live up to what you say you do, and more importantly – can you prove it? This is where case studies and testimonials play a vital role.
- Is it authentic? Remember that people buy from people, so populating your website with cheesy stock images is not the way to go. If you have images of people on your website, they should feel genuine and of the people who work in or are associated with your company.
- Is it findable? You can have the best website in the world but it’s pointless if no one can find it.
Web site tips
People are using their smartphones for everything these days; some business owners run their whole operation on them! This is especially true of their financial records since cloud-based accounting is so easily accessible through their smartphone. That’s why it’s essential that your website is mobile-friendly. If it fails this test, it’s time to talk to someone about getting your website optimized for mobile devices.
Offer online payment options
If your business can take payments online, it will speed up the collection of funds and offer immediate fulfillment to your customers.
The whole idea behind CTAs is to make it easy for people to get in touch with you. This means having clearly visible contact details, good contact buttons and a visible, easy-to-use appointment booking system.
This is part of the human element – the personal touch. Research has shown that the team page is the most viewed after the homepage because potential clients want to see and learn about the people in your business. Remember – people buy from people.
Case studies and testimonials
Everyone knows that word of mouth is one of the most powerful marketing tools available, and case studies and testimonials are the way to channel that. If you can get current clients to talk about your virtues in a way that can be illustrated on your website, you’re proving your credibility because people trust what other people say more than they do advertising.
Not only do blogs help enhance the ‘personality’ of your website, but they’re also a great way to demonstrate your expert knowledge. The pain points that your clients have – and that you blog about – will be the same issues faced by your prospects, so they’ll be interested in how you approach them. Not only that, but you’ll be asked the same questions over and over again – you can save time by turning the answers into a blog.