Websites aren’t optional in modern business.
What’s more is that your website shouldn’t just be pretty, it should be your best unpaid salesperson, working around the clock to grow your audience, generate leads and then convert them into paying customers.
Think about this: When you originally created your website, did you make a list of objectives? What did you want your website to do for you? Or, in other words, why does your website exist?
The primary objective of a website is typically to acquire leads and sales. Other objectives include (but are not limited to) the following:
- Grow your email subscriber list,
- Convert sign-ups to a webinar,
- Sell your product or program,
- Subscribe to your podcast,
- Inspire visitors to comment on blog posts,
- Enroll people in a loyalty program, or
- Build trust and credibility.
Now that the year is coming to an end, it’s time to think about how you will use the remainder of 2018 to improve your business and enter 2019 with intentional and proactive goals. One of the best ways to start is to be crystal clear on the reasons your website exists – for you and your visitor.
Then, you will use the following “3 C’s” to determine if your website is truly meeting your objectives: is it connecting, capturing and converting? Below you can find an explanation of each.
Connecting to your audience: Your website should be able to instantly connect your ideal customer to your business. It’s critical to make sure that your messaging and the way you format the website is really customer-focused. Think about what your ideal customer wants to see and read.
Capturing potential leads: As part of your marketing strategy, your website must be able to capture names and email addresses for the purposes of marketing to your customers and reminding them that you can solve their current problem. Besides making sales, growing your list is the most important reason for your website. Remember, transactions are built on trust, and trust takes time to build. Most people won’t purchase from you on the first visit to your website, so capturing emails in an effort to continue marketing to them is a great way to build genuine trust over time.
Converting leads into customers: Your website is your digital storefront, allowing you to convert leads to sales and generate business. It gives you the opportunity to really showcase your products and services, make offers, and sell! It should include enough information about you and your services and make it as easy as possible for the visitor to buy from you.
The 3 C’s will help you improve your website’s effectiveness. Refer back to it every now and then to ensure that your site is as effective as it can possibly be!