How do you see your small business website? Like Neil said above, you should see it as an investment...
Your website is at the center of all your small business marketing efforts. No matter where a prospect starts, they will inevitably end up on your website.
It’s almost unfair what we ask of our websites. They need to help your business get found, build trust, educate, inform, nurture and convert.
The problem is most websites don’t even accomplish half of this. Is your website generating leads? Is it generating enough leads?
Most people who want to grow their business can never have too many leads (unless you can't properly handle a greater volume of leads, but that's a topic for another article).
Have you been to a website with navigation that made you feel like this?
You had no idea where to even start, did you? Be honest, you probably moved on to another site almost immediately.
When a user comes to your website it must quickly speak to them, their needs and their wants. They must be able to find what they need easily. Poor website design and navigation will absolutely stop a visitor in their tracks.
Take the time to fix any glaring design and navigation issues on your site, it will go a long way in keeping visitors on your site.
Did you know nearly 60% of searches are now on a mobile device? If you haven't checked your website analytics recently you might be surprised how many of your visitors come from a mobile device.
Why is this important? It's important because if your website doesn't offer a solid mobile experience you are losing visitors and customers in the process. Your website MUST display well and be easy to navigate on a mobile phone! This is no longer an option, it's a requirement.
If your website needs to be updated to a responsive design do it now. Don't wait. Not only are you losing business, but your website is being penalized by Google in the search results.
Eighty percent of people trust online reviews as much as personal recommendations. Social proof on your website can have an incredible influence on the level of confidence a visitor has about your small business.
Incorporating reviews, testimonials, and white papers is a must to build credibility quickly. I believe you should have social proof throughout your website, but you MUST have it on your homepage where a website visitor is bound to see it.
Are you using online review sites like Google Reviews, Yelp, or Angie's List? You should link to any review sites you utilize on your website and might want to consider embedding your review feed if possible.
Here's a sample of client testimonials from the homepage of our website.
Do you need more reviews for your business? You might find this article, How to Instantly Jump Start Reputation Management for Your Small Business , helpful.
The importance of content marketing in your marketing strategy cannot be understated at this point. It is a really, really important component of any small business marketing strategy.
Google loves content and consistent content geared towards your target market will not only help your visibility in search results, it will keep visitors on your site and it will keep them coming back.
At the very least, your website should have a blog with how-to articles and other education-based information that will speak to potential clients and current clients. You will need a variety of content because the information someone just starting to investigate your product or service is looking for is totally different than someone about to try your service or someone who has been a long time customer.
You must have content that speaks to people at every point in the customer journey.
There are a number of ways people look at the customer journey.We follow and recommend the Duct Tape Marketing System for small business marketing where the customer journey is looked at as an hourglass.
Looking for more in-depth information on content marketing? Turbocharge Your Small Business's Content Marketing Now will help you get the info you need.
How often do you visit a website looking for a phone number or email address and can't find one? Words can't describe how frustrating this is! There are a lot of businesses that make it incredibly difficult to reach them...and it's one my biggest pet peeves!
Why in the world would you make it difficult for a potential or current customer to reach you? This is a great way to lose business.
Your contact information should be in the footer of your website and it should be readily accessible in the navigation of your website...in my opinion. It's OK if you don't agree, just find another way to make it easy for people to contact you from your website. Finding out how to contact your business should not be like trying to find a needle in a haystack.
Here's an example of a call to action we use a lot.
Check out our FREE cheat sheet to help you catapult your marketing to the next level. Click the image below to check it out.
All this information will help you determine whether the changes you make are having an impact so you can make adjustments when needed. Monitoring and tweaking is not something that has a set beginning and end. It is an ongoing process to continually improve your lead generation efforts.
Now it's your turn. Give some of these tips a try and let me know how it goes.
Did you find this helpful? Feel free to comment below and share.
Tim Fitzpatrick is the President & Founder of Rialto Mobile Marketing. At Rialto Mobile Marketing we create marketing systems to help small businesses achieve simple, sustainable growth. We're the bridge between where you are and where you want to be.