Many businesses inadvertently sabotage their websites by making these common mistakes. Thankfully you can fix all of them!
Mistake #1: A vague or unclear header
The problem many businesses struggle with is they are so close to their product or service they forget outsiders (potential customers) don't spend as much brain time as they do thinking about what they do.
Which means this: You need to explain your product or service in as simple of terms as possible! Don't assume your customers understand the words and phrases you put on your website. So often a business falls in love with their catchy phrase that makes zero sense to outsiders.
When you create your header, can you clearly communicate the problem you solve for your customers and how you solve it?
I hopped on google just now and searched for "custom homes.” One of the first websites that popped up said "Welcome to 'Name of their company'" with a "learn more" button.
It's crazy how many businesses have websites that say their name and nothing about what they do or the problems they solve. For all I know this is a home for stray cats or a chance for me to come visit a guy named Lewis.
A better website header says clearly what your business does.
If the home builder said "Build the home of your dreams" in their header and "detailed craftsmanship your home deserves" as the subtext they'd sell way more homes!
Be clear. Say what you do in your header.
Mistake #2: A weak call to action
Many businesses are passive with their calls to action. They say things like "get started" or "learn more" as their main call to action. These calls to action aren't necessarily bad, but if they are the only calls to action then you begin to communicate a confusing message to your customers.
First, they aren't sure exactly what you want from them. It's like the guy who is trying to get a date with a girl and keeps asking her if she likes coffee instead of just asking her to go get coffee. Just say what you want the customer to do so there is no confusion!
Second, when there is a weak call to action inadvertently what you communicate to your customer is you are not confident in your product or service. "Buy Now" is way stronger than "Get Started.” "Schedule a Call" is way better than "Contact.” Communicate confidence in your product with a stronger CTA.
Mistake #3: Assuming people know how to do business with you
For the most part people know to make a transaction their needs to be communication. They must talk to somebody or add something to the cart and punch in some credit card info. People know it, but business owners don't do great at making it easy.
The problem is your customer is about to risk something by doing business with you. They are putting time, money and maybe even their reputation on the line by choosing to work with you. You need to help them visualize the process to help lower their level of fear of what might be at stake.
Creating a simple 3-step process plan helps the customer visualize what success might look like, making it easier for them to buy.
For example your header might say "Doing business with us is really easy."
Then you show the 3-step plan: 1. Schedule a call 2. We customize a plan 3. You make more money.
Or your header might say "To find the home of your dreams you need to:
(3-step plan:) 1. Call to discuss your dreams 2. We look at homes 3. I negotiate the best price."
Make these steps clear visually on your website. My friend Damian Vallelonga does this wonderfully on his website http://www.echoclarity.com/.
Again, most people understand what the process is in their heads, but a website that spells out a simple process will have way more people buying than a website that assumes a person knows what is going to happen. The plan helps "grease the wheels" for the sale.
Mistake #4: Pictures of all the wrong things
Simply put, images sell. If your website looks bad people won't buy. If your pictures are weak, people won't buy. So many business put pictures on their website of things that have nothing to do with their product or service. They put a picture of their building but they aren't selling buildings, they are preparing taxes. Or they put a random picture of a person backpacking in the wilderness when what they sell is business consulting. These are confusing messages to your customer.
To truly sell effectively you need to put pictures up that communicate what success looks like for your customer. If you prepare taxes then put pictures up of customers smiling because of their tax return being so high. If you are a business consultant put up pictures of smiling business owners. Use your images to powerfully communicate success and help your customers connect with a desired outcome for their own life.
Try to pick a picture that closely represents a customer’s joy and satisfaction from doing business with you. Studies show that humans are drawn to smiles and smiles directly affect our mood causing us to be more interested in buying.
Get the right pictures up and you will see your website perform better!
Mistake #5: Not capturing emails
When someone hops on your website they are a "hot lead." There is a reason why they came to your website. There is some problem in their life they are wanting solved. However, even with problems needing to be solved, a customer is not necessarily ready to buy.
Buying is a big step for a person to take. In order to help them take that step we need to be willing to offer them a chance to "get to know you more." Much like a romantic relationship, people don't get married the first time they see each other (at least not most). Instead there are a series of dates that lead to the proposal.
Creating a "lead generator" on your website allows you to date a "hot lead" (no pun intended). A lead generator needs to be interesting, irresistible, helpful content that a browsing customer can't help but click. However, in order for them to get this free helpful content, they must give you their email address.
This allows you a chance to begin the dating relationship through a series of automated emails, not spam!
Each email must deepen the relationship. Send more free and useful content to establish authority and establish your brand as a company that cares. Send testimonials on how people's lives have changed. Send helpful tips and suggestions that help your customer win the day. After a series of emails your customer is beginning to see your brand as a brand they want to do business with. End your emails with a sales email and a special discount just for them if they are willing to call today!
Take a look at all 5 of these common mistakes and see your website begin to perform better.
There is a science and structure behind effective websites. The structure ends up helping your customers see how their story intersects with your business and how you can help them win the day.
I'll give you pointers on how your website could be better and we will even take a look at your competitors’ websites and how you can begin to stand out from the competition.
Looking forward to hearing from you!