If your website is just sitting in cyber-space gathering dust and not doing its job (which is, of course, bringing you more clients), chances are that there are one (or more) factors at play. The good news is that there steps you can take to start getting better results from your professional website. But first, find out if your website is guilty of these fatal flaws:
Website disaster #1: Your website is essentially a digital brochure
I hate to break it to you, but if you’re advertising online with the same methods as you use offline (in brochures, fliers, etc.), you’re in for a world of hurt. Online marketing is a whole different ballgame from traditional offline techniques. When it comes to the web, people have astonishingly short attention spans. If potential clients are bored by your website copy or, even worse, can’t immediately see how your products and services relate to them and their needs…well, let’s just say that you might as well be throwing that money you’re shelling out for web hosting/design/etc. down the drain, because it’s never going to bring you significant results.
Your website has to engage potential clients and leave them feeling like you’re speaking directly to them not just about yourself. For more on this subject, check out my recent article, “The Quickest Way to Lose Website Visitors.”
Website disaster #2: You have no clear call-to-action
Imagine this scenario: One of your visitors is sitting at his computer, reading through your home page copy and getting all fired up to work with you. Then he reaches the end of the page and…nothing. Your words end abruptly, leaving him feeling like he’s standing at the edge of a steep drop-off standing between him and the results you promise. He has no idea what to do from here. Does he contact you for more info? Does he just send a check in and wait for you to call him to get started?
Don’t leave him guessing, because the longer he wanders your site looking for answers, the more his enthusiasm fades. Pretty soon he gives up either out of uncertainty, frustration, or some other distraction that took his focus away from your website, never to return.
A simple call-to-action is all it takes to get readers to take whatever steps you want them to take. For example, your home page could conclude by saying:
“Click here to schedule your free phone consultation today.” Or,
“Click here to set up a get-acquainted phone call to see if we’re a good fit.” Or,
“Email us at email@example.com to snag your free copy of our special report.”
Whether you want them to sign up for your newsletter list or call you, all you have to do is tell them exactly what their next step should be if they’re interested in working with you. You might be surprised at how much this simple change can improve your website’s conversion ratio!
To learn more about correcting these mistakes and to uncover five others that might be holding your website back from getting great results, register for my FREE upcoming teleseminar, “7 Disastrous Website Mistakes (and How to Fix Them),” co-hosted by yours truly and WordPress design pro Darlene Victoria Gonzalez. Click here to reserve your space now!
Confession time: Did your website pass the test?