What does an “effective website” or “results” mean to you?
- Would you like more visitors to your site? That’s nice, but are they buying or converting — doing what you want them to do?
- Increased conversions? That’s when a visitor to your site either buys something or downloads a freebie to be added to your email list.
- More sales?
That’s it! The bottom line – more sales!
Unfortunately, many small business owners only have a really nice online brochure that doesn’t come anywhere near being an effective website.
And, guess what? It’s not your fault. It’s another case of not knowing what you don’t know.
Usually when a small business owner hires someone to build a website for them, they want the best price around for what they think they need. You hired someone who told you that sure, they can build a WordPress website for you. Well, anyone can. That’s the beauty of WordPress. It’s fairly easy to construct a site, however, like when constructing a house you need 3 critical things:
- The foundation and walls – bricks, wood, paint, etc., aka the DESIGN.
- Functioning parts — plumbing, electrical, etc., aka the DEVELOPMENT.
- All the insides — furniture, appliances, decorations, etc., aka the COPY.
Each of these components, like in building a house, requires specific talents and skills to build a house that’s livable — and an effective website. Sometimes you find the perfect contractor or company who has all of the talents and skills needed. But, that’s rare and it may be expensive. Let’s break each one down….
A Web Designer
A designer is a very creative person who can take your logo and color scheme and create a beautiful online brochure. The designer might be a very talented graphic artist and make your site “easy on the eyes”, but can they write? Do they know the mechanics of creating effective calls-to-action, back it up, create a shopping cart and secure it from hackers? Sure you want to help out your relative who just graduated from design school, but in the end, you’re not going to have a site that works for you.
For instance, a realtor contacted me and asked me if I could determine why their website wasn’t coming up on the first page of Google. (Isn’t that everyone’s wish?) Well, the site was gorgeous. It was promoting a new condo in downtown Phoenix. There was no blog with fresh content touting the benefits and fun of living downtown. There was no way to capture leads. Yes, they had a contact form to setup a tour, but it wasn’t compelling enough. It lacked good copy.
A Web Developer
This is the techie person. They can figure out all the mechanical parts of the website. The developer will build a secure shopping cart, install all the proper plugins to make it secure, back it up and make it search engine optimized. They’ll make it easy to navigate, mobile responsive, and install all the widgets needed to engage the visitor. A developer may not have an eye for design and they probably aren’t creative writers. They usually put up the information that you give them – but is it effective copy?
I was asked to review a website and in reading their “about us” section, ran into the phrase “grown slowly”. It stopped me cold. Slowly? That’s a negative connotation. That word doesn’t need to be there. Just having “grown” is sufficient. It implies logical growth — from a mom and pop outfit to a company with over 50 employees.
There was another site that listed in their “about us” page why they stock the products that they’re selling. All text, no pictures. A designer would have added graphics or videos to make it more attractive.
Good marketing copy walks the visitor through a logical progression to exactly where you want them to go. It’s compelling, enthralling, enchanting. (Don’t laugh, it’s what you need!) It captures the visitor’s attention with eye catching, curiosity-piquing headlines and subheadings. It keeps the reader going with bullet points (people don’t like reading long sentences or paragraphs) and bold and italics for emphasis.
So where does this leave you?
In conclusion, if you’re website is not effectively drawing potential customers in, then converting them, it’s nothing more than a really pretty online brochure. Don’t you think you should do something about it?