Have you ever looked at a website and said to yourself what does it want me to do?
There are plenty of sites that have an identity crisis. Am I strictly informational? Do I want to get people to sign up? Or am I a little bit of both?
It can be confusing for both sides. It’s like going to a CPA who also is a divorce attorney, a wedding officiant, and a dog walker.
People are not sure what you want them to do and what they should do. The same is for a website that is going through an identity crisis.
You need a clear cut goal for the website. And you need to have a website that guides people in the direction you want them to take.
No matter if your website is selling a product or generates leads. Which was once very different. It is, now, very much the same.
It needs to guide people to take the action you want them to take.
So what can you do to ensure you are directing them down the right path when they visit your site?
That is what we will discuss in the rest of the post.
Have a clear call to action on the home page. What do you want people to do? Read specific information about you? Download a free resource guide or checklist? Schedule a free demo? Sign up for a free week?
Whatever it is, you need to define it and make it very clear on the home page. You can sprinkle different calls to actions on different pages.
You won’t need a call to action on the about us page, but you might want to direct them to the Service page or What We Do page.
Make it look pretty. Hate to be shallow here, but it is the truth when it comes to business. Perception is everything.
The best piece of advice I have ever received from a branding perspective is this…”You have to look like the customers you want to work with.”
If you want to work with big brands like Dell, Walgreens, Toyota…you need to look like them. From a branding perspective. If your clients are blue collar, everyday people…you need to appeal to them.
The best way to measure whether you are on par with attracting the clients/customers you want to work with is by looking at the companies you want to attract and the competitors or partners who target the same audience.
The way your website looks is one of the first places people get a feel for your brand. How does your website leave people feeling? Warm and fuzzy or cold and gloomy?
You need to take a step back and reevaluate your current feel of your website.
You can direct people to where you want them to go, but unless they feel good about your online presence, it won’t make a difference.
I have seen it way too many times when people and companies who don’t take the look of their website seriously. Sometimes it is money, other times they are comfortable, but no matter the reason the results don’t come.
And they wonder why.
For example, look at website A.
Now, look at website B.
Which one leaves you feeling comfortable and with a sense of trust? Just go by your initial feeling, without reading the information on the site.
Most of you, I hope…say it’s website A.
The design of a website plays a major factor in getting the most out the marketing tool.
Give Them What They Want On One Page
Having a specific landing pages for campaigns, audiences and services or products is the difference between hitting a homerun and striking out.
Each situation is different. And like in real life, you talk to prospects in different ways.
A woman who buys your product will like a certain feature more so than a man. A HR director for an IT firm will like the feature of a service more so than the president of a construction company.
Each situation and each person person is different, so you need to have landing pages to cater and to talk to that audience. The more focused you are, the better the results.
Send People To The Right Place
Home pages are important, but they are not ideal for sending people to. Especially if you want them to take action.
And if you are driving a specific audience using online advertisements, you need to send them to one concentrated page that will give them the information they need. You, also, need to guide them to the right call to action.
That’s why landing pages are so important. It’s one thing to have the landing pages, it’s another to drive the right people to the pages. You have to guide them.
BONUS: Pop, Lock And Drop It
Do you suffer from the shiny ball syndrome?
Most people do. Lots of people.
Our attention spans have diminished since the inception of the internet and smartphones. Currently, adults have an attention span of 8 seconds, which dropped from 12 seconds in 2000.
Fun Fact: Goldfish have an attention span of 9 seconds.
8 seconds is generous in my opinion. On websites, blogs and social media we have 3 seconds to grab people’s attention. Then it’s our goal to keep that attention span until they do what we want them to do.
Watch a video, read the blog, give us their contact information, schedule a demo, etc.
Most times people don’t do that. Actually, people ONLY take action 3% of the time. 97% of the time they don’t do what we want them to do.
So, what do we do to get to take action? Hit them with a pop-up. That’s right.
Those things that appear on the screen out of the blue. They work. A lot!
In fact, pop-ups increase conversion rates by on average 3.08%. If you do it right, you can get it up to 9%.
The average 3% conversion rate for pop up’s does not seem like a huge difference, but think about it. If people only take action 3% of the time. Then, you include a pop-up that averages 3% (at the very least), that’s 6% or double the average rate in the first place.
That’s not too shabby.
Pop up’s will only help you, not hurt you. It’s worth it.
Coming To An End
The important part of all of this is that websites are important to what you do when running a business. They are, in some circumstances, the first impression you leave with people.
So, do you want to leave a good impression or scare away potential business? It’s a rhetorical question.
Your website must have a clear goal and guide people in the right direction.
You don’t want to be that CPA who will marry you, divorce you and then walk your dogs while you are out on a date with a person you met over the internet, do you?