Think of your website as your most basic and valuable marketing asset. All your marketing efforts should point prospects to your website. A beautiful, well-crafted website will strategically welcome these prospects, answer their questions and earn their trust. Ultimately an aesthetically pleasing, strategically designed site will increase your bottom line. Is your website working for you?
Is Your Website Working For You?
Listed below are 7 jobs your website should do for you:
1. It should welcome visitors and educate them.
If a prospect visits your site, most likely they have come on a hunt for information that will help them in some way. Your website should be beautiful and inviting with attractive colors and an easy-to-read format. It should say to your visitors in effect, “pull up a chair and stay awhile.” Information should be easy to find with well-named pages and headings. Copy should be written in an easy-to-read font, and the font size should be large enough to read with ease. Each page should offer chunks of valuable content with compelling images, inviting visitors to scan for information that will address their needs.
2. It should make the user interface fast and easy-to-navigate.
Website visitors want information instantly. A slow loading website will not do. Impatient visitors will simply go elsewhere for the information they are looking for. If it is difficult to find answers because of a poorly organized design, visitors will become frustrated and leave your site.
3. It should satisfy mobile users.
Your website should be mobile responsive. It should be easy to access your content on mobile devices. The research is strong and conclusive on this matter. According to Smart Insights, 80% of internet users own a smart phone and according to Wolfgang Jaegel, 91% of mobile users say that access to content is very important. With these statistics, it is clear that having a mobile responsive website is no longer an option.
We want our content in the hands of internet users and more and more internet users are using their smart phones to access that content. Not only that, if our website is not mobile responsive, we are sending our hard earned traffic to our competitors. According to MicKinsey & Company, Google reports that 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead.
4. It should turn visitors into leads by giving you a way to capture their contact information.
Great websites have strategic and well-designed landing pages to capture contact information. Other effective lead capturing features are well-timed welcome mats that pop up when a visitor enters your site. Offering valuable content in exchange for contact information is a great way to determine visitor interest. Once they have given their contact information, further emails and content can be sent to nurture that lead down your sales funnel.
5. It should integrate tracking opportunities so you can get to know the interests
of your visitors by tracking what content your visitors are viewing.
Your website should integrate with software that allows you to see what your visitors are looking at on your site. You can see their level of interest, by seeing how many content pieces have been viewed. You can also see which pieces have been viewed. This valuable information lets you know the visitor’s product interest and readiness to purchase. It also allows you to tweak your marketing efforts to address their needs.
6. It should enable visitors to interact with you in various ways.
Competent websites should allow visitors to interact with you in a variety of ways: contact forms, application processes, surveys, social media, and chat features. This job function is perhaps the most crucial. It enables you to build a relationship with a visitor as you interact and share information with one another. And in this process, you earn the visitor’s trust.
7. It should help you turn these leads into happy paying customers.
Your website should help you increase sales. To do this, it must integrate with your CRM and marketing automation software, to enable automated email responses to your leads based on their interests and activity on your website. This helps you guide your leads through your sales funnel to your sales team. In this way, your website helps you turn your visitors into qualified leads, and your qualified leads into satisfied paying customers.