Is your website built to be a marketing tool?
Back when websites first came into being, they were little more than a digital brochure with some photos and text that validated your business' existance.
Today -- if your website isn't one of your most useful marketing/sales workhorses -- you're missing the boat. Want to know if you're maximizing the potential of your website?
I can't do justice to that question here, but I can give you some food for thought. Answer these five questions to get an idea if your site is really serving you well.
Do you have a call to action "above the fold" on your website? In other words, without any scrolling? The Google algorithym gives priority to content above the fold. Don’t waste this valuable space on just a large header or image on pages within your site or blog articles.
Do you talk about yourself all over your site or use the space to make your visitor smarter? Today's buyers do 60-70% of their shopping online, before they ever shoot you an email, pick up the phone or visit your store. They're coming to your site to learn and see if you're a good fit. Make them smarter by teaching them something useful to show them what it would be like to work with you.
Your goal is to get permission to stay in touch. How are you doing that? Most web visitors are potential customers. But they may not be ready to buy today. So you need to stay in touch until they are. How are you capturing their email address and what value are you offering for it?
What do your analytics tell you? Pay attention to the pages your visitors are spending time on. That should help you decide what to highlight on your home page and core navigation. It's clearly what they want to know more about.
Who are your voices of reason? People are skeptical and hate being sold to so why not use some testimonials from happy clients to reassure them that you're the real deal. Ideally those testimonials would be specific and give details about the value you brought.
So how'd you do? Is your website doing all it should for you and your business?