I’ve been wanting to write this article for a while but I always convinced myself not to because I’m not a website designer and I didn’t want to offend any web designers. However, having just spent time doing what a I call “corrective surgery”on yet another website because the owners didn’t know what to ask for when the site was built, I feel I need to spill the beans on why your beautiful website (that you’ve probably spent hours and lots of money on) is failing or going to fail to attract any leads or enquires for your business.
Why should you listen to me? Well, I studied engineering as a first and second degree where I dabbled in coding. I can’t remember all of it but I haven’t forgotten everything. I designed my own website and have helped many cash-strapped business owners design websites t00. I even have clients who design websites come to me for advice because I do try to keep up with whats happening online. I enjoy learning and have spent a fair amount on courses and books. I have also seen first hand from behind the scenes what great websites do well and what bad websites do badly and everything inbetween. Hope thats convincing enough :).
My hope is that it gives business owners a point of reference for when they commission websites from the website “expert” so that their website actually works as a business building tool and not become yet another thing that is causing overwhelmed and pain.
Most business owners own websites, however very few websites really work in helping their owners win clients.
I know this because almost every new client I work with had to do a few tweaks (some needed major makeovers) on their website in-order to get it to start working for them as part of their online business building strategy. The sad thing is that clients come to me having spent thousands of pounds in custom built bespoke websites only to realise that the website really isn’t fit for purpose and not making any real contribution towards attracting new clients to grow their businesses. They find themselves frustrated because their websites don’t generate any leads, there is no traffic hence no new people are finding out about the wonderful work they are doing.
If you have a website and can relate, then you here is some good news for you.
Below are 4 simple tips you can implement that will really help in making your website attract and connect you with the people you want to be talking to. If your strategy for growing your business includes a strong online element, then you need to make sure that your website at the very least, meets my “4 S”s (SEO friendly, Sticky, Shareable and has Simple Analytics).
These tips are all cheap and very easy to implement.
A website that attracts clients is:
SEO friendly – This is how you get found. You need to make sure that your web designer builds your site on a platform that is truly SEO friendly and not just providing you with a pretty website that cannot be found. You cannot generate traffic to your site if its not SEO friendly. I’ve clients who pay SEO experts to optimise their sites after its been built but still get disappointing results because the platform the site has been built on is not easy to optimise for search engines. Ask your web designer if the platform they are using is SEO friendly and what typical results (search traffic) their past websites have generated.
Sticky – A sticky website is simply one that is like glue. People visit it, like what they see and so decide to connect either by book-marking it or subscribing to your mailing list. People have a need to want to stay connected with the content on the site because its just an invaluable source of information. A website can only be sticky when it has great content or resources. This could be a blog, free resource downloads pages, videos, podcasts, forums etc. Any resources your clients will find useful will help in making your site sticky. This is how you generate the leads and get people reaching out to connect. Make sure your website is built on a content management system that can help you introduce these sticky elements. The content is down to you but the structure really needs to be set up when the site is being built. Ask your web designer and make include social share buttons, subscribe to our mailing list/newsletter buttons etc.
Shareable – This is how you get word of mouth to spread about the work you are doing. Is your website socially engaging? Do you have the social media links so people can share, email, like, follow etc the wonderful and useful information you’re sharing? Ask you web designer to make sure that every single page and post has such a feature.
Simple analytics – The only way to know you website is working for you is to have Google Analytics set up so you can drill down to each page and see what people are reading and signing up for. The analytics also gives you important information such as where your traffic is coming from and the keywords people are using to find you.
Ask your web designer to set this up for you. This gives you the insight you need to be able to make changes and improvements later on. Without the analytics, everything is just a stab in the dark.
Send your web designer a link to this article before you commission another website. If you already have a website that you are frustrated and baffled by, then do check to see if it ticks all the boxes.
Hope you enjoyed this article? If you did, please like it, share it and forward it to anyone struggle to get results with their website.