These days there aren’t many businesses that can compete without a good website. A 2014 study found that 81% of shoppers do some online research before making a purchasing decision. So it’s no surprise that businesses now spend a lot of time and money on designing and developing their websites. Unfortunately, many of them end up with a really awesome looking site that misses the mark and fails to convert sales.
Numerous studies have shown that you have only around 10 seconds to impress your user before they are moving onto another site. If you want your site to sell, you need to make sure that you are doing this:
1. Give Them What They Want When They Want It…NOW!!
It is vital that your user can access what they want the second they click to your site, and they must be able to do it from any device. That means your website must provide for great navigation. So, they can get your phone number or address, look for a product they want to purchase, or do perform any other logical action for your business. Think about why they would want to view your site, and then give them what they want.
2. Make A Great First Impression
To keep the user on the site long enough for them to decide that you are the perfect company to meet their needs, you need a great design that is visually appealing and formats correctly on every platform. You want to have a site that looks like professional, to impress the user, and one that works seamlessly across the various technologies. If you are struggling to find the best way to match your vision and brand to your website design, it may be beneficial to seek professional assistance.
3. Make the Best Use of Your Space (and Time)
Since you are working with a small time-frame to present the user the information they are looking for, you need to prioritise the information that you give them about your business. In most cases, the history of your business is not something that the consumer immediately needs to hear.
It is not even important to include every product that you offer on the homepage. Reserve your homepage for the information they need to know to make a choice about you and your business. Hit them between the eyes with your value proposition, and lets them know what the next step should be. And don’t be too shy to ask them to buy. It is the whole reason you built the site to begin with, and likely one of the main reasons they are on the site to begin with.
4. Demonstrate Your Authority
Make sure you site has relevant industry associations, case studies, testimonials and awards. In fact, anything that demonstrates recognition of your expertise will go a long way to helping potential customers to choose you.
5. Share Your Thoughts on a Blog
Blogging is a great way to share your ideas and company personality. Be generous with your advice and information rather than burying it in your filing cabinets. The more time a visitor spends reading your information and getting to know your thinking, the closer they are to a sale. It’s about building trust and empathy.
Your ultimate goal is to turn people who are interested in working with you from “maybe I would” to “I’d love to”. Google looks at it another way. They call it Zero Moments of Truth (ZMOT). Their research indicates that it takes an average of 11 “ZMOTs” or touches in order to build up trust with someone. So don’t underestimate the power of sharing great content.
When it comes to designing an ideal website, it only makes sense that the focus is on getting the consumer to buy. However, this doesn’t mean that you just push your products or services. The consumer needs to buy in your vision, your brand, and you, before they ever buy into the products you offer.
At Sticky, we believe great web design starts with great strategy. It’s crucial to get your messaging and calls-to-action right first before investing in a new site. Our innovative Growth Marketing Accelerator process can help you achieve real results much much faster.
