Imagine your shop or office windows had hundreds of people look at them every day before walking on without opening the door and coming into your business.
How long would your business be profitable if people just looked in the windows but never ever opened the door and walked in?
For many business owners having a website is about putting up a glossy brochure in digital form with the hope people will not only come to the website but will also just buy without you having to do anything else. It has been sold to you that your website will sell for you online 24 hours a day without you having to do anything.
What could be better? Your website does all the selling 24 hours a day without needing to be paid, feed or given holidays. The World Wide Web is brilliant and has transformed many businesses over the years and given ideas growth they would never have achieved 20 years ago.
And yet we as human beings still respond to the same messages and suggestions...except they are thrown at us on almost every website. Flashing advertising. Special limited offers. Someone from Melbourne just bought this or reviewed us. All of this is designed to grab your attention to get you to do something. Clickbait is a well known term these days.
Stop Shiny Object Syndrome
That's what visitors to your website are facing. The shiny object they see that tries to pull them away from your website with something bigger and better.
Your web design must stop that dreaded click that takes the visitor away from your website. Distraction is your biggest enemy for converting visitors into customers.
Most websites are not designed to stop people clicking onto the next shiny object that offers them something more enticing and self-gratifying which spikes the dopamine levels in the brain. And what a feeling they get from that click.
It won't solve their problem but it will give them a temporary dopamine buzz…until the next ad or button that captures them like a deer in headlights.
That is what your website is up against and we help design it to stop visitors clicking away...until you have taken them along the path to help them solve their problems, whether they realise it or not.
You see website design is viewed by most business owners to only be about the look of their website in the HOPE that people will buy when they land on the website. That type of web design is focused around graphic designers who believe it is all about the logo, the images and graphics plus some words. A picture is worth a thousand words you might be told. But what words? What you see in a picture is often totally different to what other people will see. And it is totally different to what Google sees and most importantly, what Google is expecting to see.
Your website designer has to develop your website to not only attract and hold visitors attention but also get them to take action and not just a 10 or 15 second visit to your website before clicking to another website.
Your website is both the window and the doorway into your business.
Your Business' Display Window
As a window into your business your website design needs to grab visitors attention as the business that can solve their problem. The web designer has to incorporate the compelling reasons why visitors need to enter your business to either buy or get more information from you. Entering your business via your website, means they have been compelled to click on a link.
Every one of your products or services is a solution to problems people have! You have to identify the main problems then talk about them on your website. Those problems have links to the pages that will show them how your product or service can solve that problem. That’s the beginning of the path you want to take them along.
Your Business' Front Door
That first click is the start of the path that takes them through the Door and into your business where the real magic happens.
With effective web design once visitors have clicked on the problem-solving link, you now take them along the path or a series of steps to demonstrate how you will solve their problems, remove the obstacles in their lives to truly make their lives richer and more fulfilling.
This is where you bring out the Psychology and Dopamine - for the right and ethical reasons.
Too many business owners develop their website to get people to click on a link which just gives them a list of the products or services. This leaves it up to the potential buyer to work out what to choose and what thye have to do next. In other words, it is left to the buyer to make a decision without any meaningful guidance.
Many businesses do this everyday in their bricks and mortar shops and offices. Potential buyers walk in the door and if they haven’t just said “I’m just looking” They are often handed a brochure with a list of all the product and services and then left to choose one.
What do you think happens then? Those buyers take the brochure, mutter, "I’ll think about it" or "I'm just looking" before they often hightail it out the door, never to return. Avoiding eye contact. Sound familiar?
And this is exactly what happens to so many business websites every single day of the year, 24 hours a day.
Potential buyers land on your website do their window shopping, read the list of the products or services before turning around and walking out the virtual door of your business and going to the next competitor.
Whilst you will always get a percentage that will walk back out (known as website bounce rate), this is something you don't want to see occurring more than 60% of the time on your website. Why?
Because you should know that 40% of all visitors fall into the main three key buyer categories.
4 categories of buyers
- Buy Now - 3%
- Information Gathering - 17%
- Researching Possible Problem - 20%
- Tyre Kickers - 60%
Your message has to target each of the first three buyers in the right way. Every one of your website visitors is at on of these different stages of the decision making process. So how do you target each one?
Using these three core principles of marketing will get you started.
3 messages for each of the 3 types of buyer. Whilst you might have great products, the message that appeals to Buy Now visitors probably won't appeal to the Information Gatherers or the Researchers.
So you have to take each buyer on a different path into your website.
How do you identify the right market (buyers) on your website so that you can present the right message to capture their attention? Questions, questions and often more questions. That way you segment the buyer types so you can present the right message to the right market, otherwise known as the website visitor.
Whilst you will start with your website you may find the use of other media is needed to nurture those potential buyers such as email, SMS, direct messaging, videos, letters or parcels.
You can explore these three principles in greater detail here under Marketing.
With this approach to your business and your website, we will go through with the 9 Website Building Steps to drive your sales.
Your Critical 9 Website Sales Conversion Steps
1. People Buy Brands
Before Google also became a verb for conducting online searches there were a number of brands such as Hoover, Xerox, Witeout, Band-Aid that became verbs and part of our vocabulary. Not that long ago people often referred to hoovering their carpet or wite out the typing error on a page, Xeroxing a page or document instead of photocopying. Many people still say I’ll put a band-aid on a cut even though they don't use the actual band-aid brand.
Those brand names become etched in our minds to the point where everybody automatically knows what you are talking about.
Now we can’t promise that your brand could become associated completely in the minds of the public with your product or service.
But we can work to get Google to see your business brand to be the predominant and authority brand in your industry, suburb, city or state. Your brand is the single most important part of your online presence today.
Without your business brand being validated in the eyes of Google and other search engines you can throw thousands of links at your website but it will never guarantee Google will rank more of your website pages than those of your competitors.
At Local Media Marketing we look at your business brand, where you are located online and how your information presented online. Because that is exactly what Google does!
Many businesses think they’re online presence revolves only around their website, Facebook page, Twitter or Instagram and LinkedIn. But the majority of Facebook, LinkedIn and Instagram pages are personal profiles with a little bit about a business. Rarely are they a full company or business profile.
But even that’s not enough for Google so we develop for you more than 20 online properties beyond Facebook, Twitter or LinkedIn.
Properties that help you present a consistent and compelling message and profile of your business brand so that when Google looks at these sites and compares them to your website they find a strong and authoritative brand.
This gives some certainty that if they show your web pages in response to somebody's searches those web pages are the most relevant for that search.
Ignore your brand and you will be throwing ranking and conversions out the window.
2. Using Buyer Keywords
Google ranks web pages and not websites. This is a common misunderstanding and is why so many websites have the same 5 or 6 keywords on all their web pages causing confusion and ambiguity.
Each web page should only use the keywords that are related to that product or service. If your website is about your landscaping services which includes subjects like turf, retaining walls, pergolas. If you listed landscsaping, turf, retaining walls and pergolas on every page, it would create confusion with Google and they would probably not be sure whether the pergola page was relevant to a persons search for pergola. And when Google sess this ambiguity they will not show that webpage in the top ten search results if at all.
But if the pergola page had all the keywords built into the page in the way we build them to build your relevance and brand authority, Google will see the page as only about pergolas. No confusion for Google and no confusion for the website visitor.
3. The Power of Website Silos
99.5% of all web designers don’t know about and will never use a silo structure to build your website.
Many website designers sell websites as either 2 or 3 or 4, 5 or 6 pages for a flat rate as if it is all about the cost. They often tell people you only need a few pages that match your products or services.
And because of this most business owners see their website only needs these pages...
- Home Page
- Products/Services pages
- About Us page
- Contact Us page
And then you wait for the flood of visitors...Only to hear crickets in the background.
Starting with the main category keywords for your business your website is built around those keywords. If you were a landscaper, we would use the top level keyword Landscaping, then break it into categories such as Commercial and Residential. In commercial you might talk about designing a commercial entry garden. In residential, you could write about modern gardens, Japanese gardens, pergolas or retaining walls.
We make sure each silo or category is written to tell a story and show you know the problems your customers have. Then an article is written to expand the subject to show your knowledge to the prospect.
Then we build Schema to tell Googleand other search engines exactly what each page is about in a structured way so there is no question what your entire website, as well as, each page is about to build your authority.
4. Engage Visitors to Become Customers
Your website has to be built to engage and interact with the visitor. In much the same way that you tallk to customers in person or the phone to discover what their problem is and how you can solve it by offering them the best product or service you have to solve their problem.
That interaction can be as simple as asking them to fill out an form with their name and email, to completing an entire application form. In between you can have an appointment calendar to schedule appointment or meetings in person or online, a quiz or a survey. You can even have a series of links that take pe
5. Mobile Focused Design
60% to 70% of all online searches are from mobile phones, iPads or tablets. Your website must be easily readable, or responsive as it is called, on a computer, laptop, any mobile phone and any tablet and iPad.
And that responsive website also should ensure the buttons, links, forms, quizzes or surveys must work on each of these devices.
Because you want to be sure that every person has the same brilliant experience whether they are using their laptop computer, iPad or mobile phone when they land on your website.
Especially when they land on your website from their mobile phone and then decide when they get home to use their computer to go through a quiz or survey only to find a website that looks very different and doesn't response in the same way.
6. Content that is customer focused
Your website is not about you!
Your website is about your customers.
Everything you do from the design, layout, pictures, product or service information must be focused around your prospect or customer.
What is important to them? What are their problems? What obstacles do they hit? What questions do they ask?
These are questions only you can answer, if you know your ideal prospects and customers. All content written for your website should replace most or all "us", "we" and "our" words with "you", "your" and "yours".
It often means some re-writing but the payoff is you should see more people reading your content, anwering your questions, filling out your forms and most importantly buying from you.
7. Use Google Analytics To Drive Sales
Google Analytics is used on many websites for small and medium size businesses. It is a wealth of information. Couple Analytics with Google My Business Insights and you gather information that could drive up the visitors coming to your website staying on your website, filling out your website forms and clicking the "Click to call" link or button.
Your ability to know for the past week, fortnight or month where all your website visitors came from, what pages they landed on and how long they stayed is one of the most powerful marketing tools you have.
Bsuiness people spend hours analysing their financial results for the month to understand the sales, margins, expenses and how they have changed from the previous month and for the same month of the previous year.
Its an historical record that none of that information will increase your sales or profits in the next month.
Google Analytics however, also an historical record, will give you an understanding of what web pages people landed on, how long they stayed and whether they took action.
Imagine, you found an ad or another website was sending visitors to one of your web pages resulting in an increase over any other web pages of people filling out a form for a specific product.
Then you found the sales for that last months for that product had also increased. The combination of both analytics and financial results would show that web page was performing above the rest of your web pages.
Do you start boosting the visitors to that page to see if that continues to see sales for the product increase.
Always keep in mind the following idea - What you cannot measure, you cannot manage.
8. Easy to Update Your Website
One of the important and overlooked ways to keep building your website and your online authority is to add new and fresh content.
New content has to be easy for you to write and add to your website.
The easy part is adding new articles or posts to your website. With a Content Management System (CRM) like Wordpress you can learn very quickly how to add new posts to your site with the click of some buttons.
Writing your content takes time and thought. But you don't have to do it all yourself because a lot of the content you might be thinking of writing may have already been written for you.
Imagine being able to add new content of 500 to 700 words almost daily to your website but only actually writing two to three sentences!
All Museum Curators use this same technique. You can use it daily or weekly to build your website, its authority and its relevance in your industry and location.
9. Ongoing Marketing Strategy - Automate, Delegate or Delete - Automate Processes Not Relationships
Websites are not a do it once and forget about it.
Your website is an integral and critical hub for all your marketing and the strategy. Most business owners think of their website is only for prospects and visitors.
It can be used for existing customers or clients. And it should be for a number of very important and powerful reasons.
You can send existing customers to offers on a specific page on your website. This is then easily measured but also sends an important message to Google if you had 500 customers visit a specific page and click on a button or link.
How important has that page become?
You also should put some of the website processes on autopilot. Using automation to manage those processes will get you more done with less time, effort and cost.
Consider Automating, Delegating or Deleting. Not just for your website development and marketing but for all the other systems in your business.
- Can you automate the process?
- If not, can you delegate it?
- If you cannot automate or delegate the process, can you delete it?
Just think of the potential in your business starting today.