Recently, I gave away an in-depth website audit and consultation to an independent bookstore.
After reviewing her site, I noticed that the entire site is very passive. It provided information much like a business card would, and then left it at that. So, the theme of our conversation to improve her site was encouraging action.
Encouraging action is a vital component of any well-thought out website design. Arguably, it’s the most important component. We shouldn’t set up a beautifully designed website in the hopes that maybe a user will enjoy it enough to go out of their way to get in touch with us.
The reality is that 9/10 times, if your site doesn’t lead them to action, a website visitor will do nothing.
The goal of your website design should be that – after the user checks out all your amazing content – it’s just so easy to get more information that there’s simply no question about it!
Auditing Your Own Website:
A website should be more than just an online business card. This is a mistake many businesses make.
Often, we need to do follow-up after connecting via business cards. But, we don’t want to do follow-ups on website traffic..because that would be pretty crazy and impossible.
Your website should work for you if it’s done properly!
Start by critically analyzing each of your website pages. Many users will land on a page and then click away without visiting any other pages on your site. So each page should be viewed independently. After informing and educating through your content, what action item do you encourage on each page?
Here are some ideas for encouraging action:
- Newsletter signup: Email lists are hugely important and valuable. So, it’s no wonder that pretty much every website has a newsletter signup located throughout it’s content. This can be a great CTA for a user who isn’t entirely sure about you and what you do, but knows that they would like to learn more.
- Leadmagnet download: Leadmagnets are an awesome way to draw users into what you have to offer them and get them excited about what you do! You can target specific areas of your market through different pages of your website and blog. If what you have to give them is valuable, they’ll be sure to keep coming back for more.
- Contact us form: Users should never have to struggle to figure out how to get in touch with you. I notice this far too often on far too many websites. Aside from a page dedicated specifically to ‘Contact’ you, you can add extra contact forms throughout your website wherever may be necessary. For example, at the end of each blog post or your ‘Services’ page.
Like I said, your website should work for you and essentially be an extension of you.
Would you ever contact a prospect, show them everything you have to offer, and then..nothing. Leave them hanging with no way to contact you and no next steps?
No, of course not. So, your website shouldn’t either.
There’s tons of information and competition out there. Ensure that you can connect with your website visitors long after they have clicked away from your site. By collecting their information, you can begin a relationship and nurture it to grow your buyer base.
Curious about how to get an in-depth website consultation and audit? You can start here by downloading the full website audit checklist. Or if you want to get started right away, send me an email today to inquire.