As a business owner, your main goal with your website is to ensure that it’s working as one of your most powerful marketing tools to turn as many visitors as it can into customers. You’re concerned first and foremost with how effectively it brings each and every user that visits – whether it was out of curiosity, an intention to buy something specific or a referral from someone or somewhere else – a positive, hassle-free experience. But do you know how successful your website has been at helping you achieve these goals?
Business 2 Community has a handy article on this topic, published in November of 2012. It’s called Does Your Website Answer these 5 Questions to Convert Visitors into Customers? and lays out a list of five simple queries that potential customers may be asking themselves when they visit your website. It’s a good guide for business owners to utilize in order to get a different perspective of their site, and also offers some advice on how to answer each question in a positive manner that could increase the likelihood of users sticking around to make a purchase rather than leaving and looking for an answer to their searches elsewhere.
Here’s an example of one of the questions and recommendations from the article:
1. What is this?
You’d be surprised how many businesses don’t make it clear, crystal clear, what exactly they do.
Always assume visitors know nothing about you. Don’t make people have to click or read big blocks of text to figure out what you do. Make it very obvious in your slogan or somewhere in your header. That way, no matter what page visitors land on when entering your site, they’ll know what your business is all about.
While it almost seems like a universally understood, unspoken rule amongst commercial websites, the truth is that several of them do make it difficult for visitors to understand exactly what they’re about, who they’re targeting and how they can help answer the questions that brought users there. If you feel as though your website doesn’t currently offer a clear idea of what your business does, the good news is that you know it best, so it shouldn’t be too difficult to put together a message that gets that point across.
Your goal as a business owner regarding your website has always been clear: to ensure it works as effectively as possible to help you grow your customer base and business. But it’s never a bad idea to take stock and make sure it’s reaching these goals as well as it can, and to find out what more you can be doing to make sure it does.
As the partner company to an internet marketing agency, e-Commerce Essentials, we have the advantage of being in the loop on issues like this, and can strongly recommend this for any business owner. No matter how big, small, new or old your company is, the web is one of your most powerful marketing tools, and one with which you should always be working to keep up-to-date.
How well does your website currently work to convert visitors into customers? Did you find this article useful? Do you plan on implementing some changes after reading it? Your thoughts and comments are always welcome, so let us know!