The greatest salesman you’ll ever have is your website. But just like any other member of your staff, it has to be trained to fit the needs of both your business, your customers, and your prospects.
A website is not just a salesman. It’s a hub for everything your business is doing online.
For those of you who treat your website this way, great! But for the majority of you, this isn’t happening. Read on. Today’s post is all about how you can take your website and turn it into a conversion machine.
The Right Host
I always recommend people go with Siteground for hosting. It’s reliable, lightning fast, and relatively cheap.
If you do a lot of blog reading online, you’ll see a ton of people pushing Bluehost and some other competitors. In my experience, Siteground is the best and there isn’t much of a comparison. Granted, I haven’t tried them all. And I probably won’t. All of my websites load within 2-3 seconds.
Why does this matter?
Because 2-3 seconds is how long the average prospect will wait for your content to load before exiting and trying a competitor’s site. Not only that, but Google will also rank sites with faster site speeds better than those who are slow. And all of this starts with the company that’s hosting your website.
The Right Design
You could always just pick a free or premium theme and let it go. But you aren’t going to get the results you want if your site isn’t professionally made and properly maintained.
So how do you find the right firm to design and build your company’s website?
The same way you do pretty much anything else in 2018. You go online. Vet the firm by checking out their website and looking for red flags. Read online reviews. And finally, go talk to some of their past clients if they have testimonials. If they don’t have any testimonials online and it’s a local business, then ask around.
If the web design business you’ve been looking at has been around for a while, chances are you already heard about them and that’s what go you on to their site in the first place. As an example, everyone in Tennessee knows when you want the best website, you need to hit up MarketWeb. Not only will they design and build your site, but they will also handle your SEO and other inbound marketing tactics.
The Right Prospects
Nothing is going to hurt your business more than having a really generic website with no individuality.
Your website has to stand out. It has to both literally and figuratively reach out, grab a prospect’s attention, and then hold that attention long enough to either convert or push them a step further down the sales funnel.
One of the best ways that you can do this with your website is to have amazing content. Earlier, we mentioned that your website should be a hub for your business. As in a hub of information.
Your products and services pages, and even your contact and home page, they aren’t the real hub. They are spokes. Your main hub, which you will use to help funnel prospects as individuals, is your blog. The blog is used to grab attention with viable information and then provide links and calls to action that will help push your prospect to the next part of the funnel without being pushy.
Social media is a huge part of this hub and making sure it functions like the well-oiled machine that it’s supposed to be.
Using social media correctly is something that many businesses struggle with, especially when they’re new to the social network game. If you want to annoy customers and prospects, then it’s relatively easy and many companies are doing it. They bombard people with social media posts that point to their own content.
The Right Time
The simple fact is that people don’t care what you’re doing until they have a reason to care. How do you find the sweet spot? You share all of the valuable information you find. Not just your own content.
Not only this, but your blog posts should link out to existing content on authoritative sites. Not only does it look good to the consumer, but it also looks good to search engines.
Both of them will say to themselves, “Hey, this website cares a lot about what they’re writing. They link to other sites to cite data and back up their claims. I really appreciate the transparency.”
So this is how the hub should work as a whole. Think of it like a bullseye with your blog being in the middle. The outer rings are links and calls to action that help to funnel people to more information that helps them. If a piece of content hits a prospect as the top of the funnel, don’t try to get them to another piece of content that is for people who are ready to make a purchase.
On average, people will read 3-5 pieces of content before they buy. Take it slow and be patient.
There are other rings on this bullseye too. They are the inbound rings. This is where social media, SEO, and PPC all come into play. Once again, they all hit people who are in different places in the sales funnel. And that’s where we’re going to pick up next time.
Blogging has never been more important to businesses than it is right now. And it’s only going to become more important as more and more companies jump on the train.
At some point, you’ll probably get into video marketing as well. But I suggest taking it slow and crossing that bridge only when you’re ready.
Come back and visit next time for the exciting conclusion of this two-part series.