You have a website but it’s not performing how you thought. You can’t figure out what you’re missing that all the other “successful” business websites have. You keep asking “What am I doing wrong”? Why is so and so killing it online but not me?! Then the doubt creeps in. You start second-guessing your entire business! STOP right there and let’s examine what most successful websites have in common. Then let’s take what we learn from them and apply it to your business site.
Quality Logo & Branding
I can’t tell you how many times I’ve heard someone say that a logo/brand identity doesn’t matter, but I’m here to tell you it does. Your branding is the face of your business. It’s how your customers will recognize you and the quality of the work you bring to the table. It’s the difference between your local .99 gas station caramel macchiato and your $5.00 Starbucks caramel macchiato. Need I say more?
“When in doubt leave it out” If you have a ton of shit going on you may be (are) confusing your visitors. If you’re placing an element on your website without any purpose other than it looks nice to you then it doesn’t belong. Every element on your website should support your website objective (right down to the colors you use, but we’ll chat more on that another day).
I can’t tell you how many times I’ve seen less than professional images on a website and even though the design was great the images ruined it. Think back to all the successful websites you admire. Now I’m willing to bet they have quality, professional, and more than likely branded photographs. Professional and quality images are important. They can make or break a site. If you take anything from this article let it be this; Because, pixelated, grainy, photos with horrible lighting are not cool. If you don’t have the funds to hire a professional photographer there are other options like stock photos. Just to name a few…
You need a goal. What do you want your website to do for you? Do you want to get your users to contact you? Subscribe? Shop? If you aren’t sure what you want your users to do on your website how can they possibly know? You want to create a goal and then make it known what it is with clear copy and call to action buttons throughout your site. Remember, not everyone who finds your site is going to land on your homepage. They can land on any page, so make sure your goal is clear on every page of your site.
Selling a product or a service is all about building relations, trust, and creating a connection with others. You are more likely to buy from someone you already know than to buy from someone you have never met it’s how the world works. Trust is essential when doing business online and social media is your chance to make these connections, nurture them, and gain their trust.
A mailing list is another great way to build a connection with your audience and on autopilot! Every successful website has a mailing list. Seriously, go check out a few of your favorites. They will ALL have a mailing list. You may be asking, well, how do I get one of these bad boys?
Using a service such as Mailerlite (my personal fave). Mailerlite has great features that allow you to easily create subscribe forms that you can copy and paste into your site.
Another great feature most mailing list providers offer is the ability to setup “automation”. This allows you to create an email sequence sent out over time. The best part is you don’t have to do anything else. You are now building a personalized connection with every new subscriber that requires no extra work from you.
So how do all these big successful websites get their visitors to give them their email address? Well, they give them something in return. A free ebook, pdf, workbook, exclusive discount, free eCourse, etc…
In order to get your visitors to sign up for your mailing list, you need to give them something in return. It doesn’t have to take 100 years to create, it can be something simple like a “10 Steps To Better <Whatever It Is Your Business Betters Here>”.
Think about your users’ most painful problems and solve it for them, give them the answers they want! Make it irresistible (if you’re a service-based business). If you sell physical products you can give them a one-time coupon code to use on their next purchase.
Creating a successful website is all about giving your users a good first impression. Whether or not you like it, you will be judged on how your website looks. You need to get their attention and then keep it with quality copy, content, images, and a distraction-free design that speaks to them.
PS: Always try to get them to connect with you through your social channels. This way if they aren’t ready to buy just yet when they are you will be right there. Ready for them and they will trust you because you’ve already built that connection with them via social media.