Website strategy to increase conversions

With all the problems that people seem to be encountering with social media sites at the moment, it’s now even more important to ensure that you have a website. Social media sites are dependent on algorithms and they decide who sees and who doesn’t see your business page. But if you have a website, you own it and your domain, and are in control of how it’s seen by your target audience.

The most obvious reason to have a website is to convert your visitors into customers. Your website is your shop front and, if your products or services are what your audience is looking for, you’re more likely to get customers that buy from you.

A good homepage

The first thing people will see when they visit your website is your homepage. It can feel a bit overwhelming to try and decide what you want your website visitors to see first and it’s really tempting to give as much information as possible on that first page. You want to show off your products, services, awards, contact info etc., but keeping your homepage (and the rest of your website) simple is the key to more conversions.

  • Keep text to a minimum so it’s easier for your visitors to scan the page and focus on the headlines.
  • Have good headlines
  • Don’t have too many tabs that people have to go into to find what they want, and keep the navigation simple
  • Have a clear message on what you want your visitors to do – this is via a Call to Action (CTA). Position this before they have to scroll, so near the middle of the page. This could be asking people to sign up to your newsletter or sign up to a service for free. It could be a direct link to your product page
  • Your homepage design needs to make it obvious what you offer your customers in a clear and concise way
  • Use your brand colours, but don’t overwhelm you visitors with colour – again, simplicity is the best way to go

Conduct a website analysis

website analysis

The first step to making sure your website is effective is to conduct a website analysis.

  1. Review your navigation bar (or tabs) to ensure that anyone visiting your site can easily find and access what they’re looking for – are they labelled clearly
  2. Look at the font sizes and colours – are they easy to read? Can any images be seen and do they load quickly?
  3. Check out your website on all devices – desktop, iPad or tablet and mobile – most people use a mobile these days and it needs to be easily viewed or people will find one that is.
  4. If you use Google Chrome, log into other browsers, such as Firefox or Bing and make sure it can be loaded easily from others, as well as the one you use.
  5. How long does it take for each page to load? People will lose patience really quickly if your site pages don’t load quickly.
  6. Look at your content – is it easy to understand, written in plain English and more importantly, written with your target audience in mind? Does it give them solutions to their problems and tackle their biggest challenges? Are your headlines attention grabbing?

Once you have all this information, you can focus on fixing anything that doesn’t work or that needs a little tweaking!

Search Engine Optimisation

The next thing to look at is to ensure that your website is optimised for SEO. This is all about making your website attractive to search engines, such as the browsers that your audience use.   

Use keywords and keyword phrases that are relevant to your business, and words and phrases that you think your audience will use when looking for your type of products or services.

Keyword research is crucial to your website being found and ranked on search engines. There are lots of keyword research sites out there that you can use – the Google Keyword Tool is a good one. It will help you find terms that are relevant to your type of business and help you understand how many people are searching for those terms online.

Once you have a list of your keywords and phrases, plan your content to include them. I don’t mean changing your content to absolutely stuff it full of keywords so that your content no longer makes sense or is valuable, but use some them to help your content – still make sure that your content is informational and entertaining, so it adds value to your visitors once they arrive.   

On-site optimisation – Another way to boost your SEO is to look at your headlines, Meta descriptions, images and image tags. Use keywords in these.

Link Building is another important factor. Search engines look for content links to help determine whether the content on your site is valuable. You can do this by submitting your site to different business directories, register your website with Google My Business, and to other browsers, such as Bing.

start a blog

Add a blog to your website, giving valuable information about you, your business, your special offers, competitions or discounts. A blog can help you be seen as an expert in your field. You can share the blog link to social media, which will help drive traffic from there to your website.

Set up an email list – if you haven’t yet got an email list, it’s a good idea to set one up, that your visitors can sign up to. This gives you their email address. You can then send them a monthly email giving details of new products or services, special offers or discounts. In order to be compliant with GDPR, you must get the permission of anyone who gives you their email address – they must know that you will be emailing them with your newsletter and it must be clear that this is what they are signing up to.  

Adding a pop-up on your site is the best way to get people to sign up to your email list – AND if you ensure you use the double opt-in, you will be  compliant with the General Data Protection Regulations (GDPR). As well as a pop-up, you can also set up a landing page, which entices people to sign up to your newsletter, by offering them something for free in exchange for their email address. This could be a checklist, eBook or pdf. It could be a recording, a podcast or instructional video. People like to get freebies and this is the ideal opportunity to do this for your customers and get something back in return.

Add testimonials – add a testimonial or review of your products or services on your website. It’s a good idea to put a testimonial on your homepage – this is social proof that you can be trusted and that your business is what you say it is – or that you do what you say you do. Generally, before people buy anything, they look at reviews or recommendations.

Images – make sure your images are good quality, clear and are not too large in size and don’t use too many. This makes your page slower to load. Use images in jpg format wherever possible as png format is slower. DO NOT take images from Google – they are often subject to copyright and you could find yourself with big fines. Use your own photos, or find images on a site whose images are free for commercial use. Sites such as unsplash, pixabay or pexels are good. When you add an image, add a caption to your image (this can be hidden), as this helps with SEO.

Paid ads – you can also use paid ads to boost your visibility and bring more visitors to your website. This could be through Google or through social media sites. You can also tailor your ads to a particular target audience by age, gender or interests.  

Although not done as much as it used to be, if your local area has a freebie paper or magazine, you could advertise in there too. This still works for a lot of people.  

Social Media

Social Media can help you in driving traffic to your website. Pick a couple of sites to focus on and use content to attract and engage your target audience. Don’t try and use loads of sites as being on social media is very time consuming, so ensure you do at least two sites really well…research your target audience, so you know which sites they hang out on and use those for your content.  

Keep your branding consistent on both website and social media, so your customers know that it’s you. As I said before, you can use social media to publicise your blogs – give your audience a taster sentence, then put the link to your full blog article. On social media, you can also show the human side of you too, by posting the odd personal thing – what you did at the weekend, or a photo of your pet or a family day out. This helps your audience relate to you on a more personal level and let them get to know you better.   

Contact details

Finally, make sure that visitors to your website know how to contact you. Give them your telephone number and email address. Make sure that this is prominent and obvious on your website, so that visitors don’t have to go searching for it. Usually, this is either on the homepage, on a tab at the top of the page, and also in the footer of your website. If your business has physical premises, make sure you include your business address.   

I hope this has helped you think about your website and how you can maximise the opportunities you have to convert your visitors to customers.

If you don’t yet have a website and want to find out about the best web hosting company for your small business, check out digital.com who have a fabulous list of the best hosting providers for 2021.

If you need help with your small business, feel free to email me – cindymobey@outlook.com

What makes a good small business website?

In this age of online shopping, online gaming, Facebook, Twitter and the host of other ways we interact on the internet, if you have a business, a website is a no brainer.

Why do I need a website?

template-1599665_640The main reason is so that your business is showing up where your potential customers are….i.e. online! If someone is searching the internet for something that you sell, at some point they will come across your website. A website is like your shop front…but it is open 24 hours a day, 7 days a week. It sells your products or services even when you’re asleep, on holiday or otherwise engaged. So you could be missing out on potential business if you don’t have one. And with loads of different website-building platforms to choose from, that have online tutorials and community based support, it’s a fairly easy process.

Other reasons to have a website include…

  • Your customers expect you to have one. People are generally inpatient these days and want instant access to information about what they want to buy.
  • 90% of consumers say that online reviews influence whether they buy a product or not. If you have a website, you can share positive customer reviews of what you sell.make-up-1209798_640
  • If you include a blog on your website, it will help you get your business messages across to your audience and shows a bit of your personality. It also gets information instantly in front of your audience, so faster than a printed ad or emailing brochures. Plus, you can put links to your social media sites.
  • You don’t need to be an expert in coding as so many website-building platforms offer tutorials and support.
  • Your competitors have websites…people use the internet to search for reviews and products they want to buy. If you’re not online, that business opportunity has gone.
  • With a website, you are never ‘closed’, people can find you 24 hours a day, bath-oil-2510783_640seven days a week. If you combine your website with a blog or newsletter, your customers can see when you have special offers and new products.
  • A website showcases your products and services – you can use fabulous images, downloadable PDFs to help your customers and video tutorials about your products. This can give customers no reason to go elsewhere.

On average, people spend 4-5 hours a day on a device attached to the internet and 97% of consumers go online to research and find local businesses. There are over 3.5 billion google searches done each day.

You might think your business is too small to have a website or that you can’t afford to have one, but with the many self-hosting sites around these days, you can easily do a basic site for yourself. But to really stand out, it is a good idea to pay someone to do it for you. And it doesn’t have to cost a fortune…and is well worth budgeting for. The price of having a website is much better than it could cost you by being left behind in technology.

What is a domain name?

A domain name is the web address of your website – the name that users will type in to get to your website and how search engines find it.

com-663980_640It’s very important to first of all choose the right domain name for your website because you will hopefully have it for a long time and it becomes part of your branding. You might want to have a domain that is your name.

I use my name, along with what I do www.cindyfreelancewriter.com for my main website. I use just my name for my blog www.cindymobey.blog

It’s best to keep them as simple as possible; keep it short and easy to remember, avoid dashes and use a dot com whenever possible. There are loads of places you can buy a domain name – GoDaddy is popular, but I used WordPress, as my hosting site was going to be WordPress.

Host sites

There are several sites to choose from – my personal preference is WordPress, but I have used Wix, GoDaddy and Weebly, when helping others with their websites. Usually, if you go for a paid website plan, (which can be as little as a few Euros a month), you get a domain name included.

What pages should I have on my website?

Once you have your domain and host site, you’re ready to start building your website. Here are some tips you may wish to consider…

When people go onto a website, it needs to be easy on the eye and most importantly, easy to navigate. So, a clearly labelled toolbar is essential and information should be clear and straight forward – people don’t want to guess what you do, or have to work hard to find the products or services they want. You have a few seconds to make and impact, so it’s browser-1666995_640important to do just that. If they can’t find what they want on your site, they can click away and choose someone else.

It’s important for a website to be friendly to all devices and most hosting sites let you see what your website will look like on a mobile or tablet device, so that helps!

For a basic website, I would advise including…

Homepage – This is the first page that people will see when they land on your website, so it needs to have maximum impact. Create a good design that entices customers in, so they want to explore the rest of your site. It needs to provide basic information,  so say who you are, what your company does and what you can do for your customers – what do you offer them? Also, where you are located – include a google map if you can to make it easier to find you, especially if you have premises. If you like doing videos, you could include a video explaining what you do and how you can help your customers.

Contact page – Your customers will want to know how to contact you, so this needs to be prominent and clear. If you have Social Media pages, make sure that this information is up to date and consistent across all platforms. Information to include are your name, address (or area you are in), your email address, telephone number and the hours you are open for business. You can also include a link via google maps to your location and include links to your Social Media pages.

bath-oil-2510783_640Products or Services – This is where you can give information about your products or services. Write a sentence or two about each product and give prices if you can, with images if possible. People shopping online need to know prices at a glance, they don’t want to find what they want, then have to send an email to find out how much it is – it’s easier for them to just google another company who does show prices.

About me/us – As it says on the tin, a little bit about yourself; if you have relevant qualifications, you can include them here and if you are a member of a professional body. The key here is not to waffle on about irrelevant information – it is good to add a photo of yourself, so people know who they are dealing with and you can also show your personality here by giving a little bit of personal information…just be careful not to get carried away!

Testimonials – People buying on the internet like to know what other customers think of your products or services, so including a testimonials page is a good idea. Some people include testimonials on the ‘About us’ page, but I prefer to have a separate page as it’s labelled so making it easier to find. But of course, it’s a personal preference.

Blog – if you write a blog, or are thinking of writing a blog, then include it on your website so people can learn more about what you have to say. A blog can help set you up as an expert in your field, as well as help you connect with your customers.

internet-315132_640

Please note: Wherever you can, on all pages, use good quality images. Put a good, clear photo of yourself and of your products. They always say that ‘a picture paints a thousand words’ and that’s certainly true to keep your audience’s attention.

Call to action

A call to action (CTA) is the opportunity for you to motivate your audience to engage with your brand and takes real steps towards becoming a customers. It might just be a ‘Buy now’ or ‘Find out more’ button. But it entices the customer to do something before they leave your website. You could use a button to point customers to subscribing to a newsletter, by offering a free PDF or tutorial if they sign up.

A CTA give direction to and creates a better user experience for your audience. It’s guiding them to the next step and customers expect them. If they’ve read about your business, like your products, they need to have easy access to what comes next. CTA buttons make it easy for your customers to buy from you, contact you… so giving them what they want!

Search Engine Optimization

seo-1288976_640Search engines, such as Google, are what brings traffic to your website, so you need to ‘optimize’ your site. It’s important to add keywords or phrases in your headings, text, URL and Meta descriptions. For more information on SEO, click here.

Look and feel of your website

It’s important to give some thought into what you want your website to look like. Before you design your site, look online at other people in the same field as you to get an idea of crayons-2774504_640what your competitors do…you can then get an idea of what you’d like your site to look like. If you have a logo, the colours, font and style of your logo will determine the design of your website, so that everything is consistent.

Once you know what colours and fonts you want, you can think about how you want it to look. If you have an idea from another site you’ve seen, then you can work from that. When I design a site, I like to draw what a site will look like with notes on colour, font and what features need to be included on each page.

Don’t make your site too busy as people won’t know where to look first – the old ‘less is more’ is good here!

The most important thing is to enjoy setting up your website and playing around with all the features until you get what you want. The good thing about having a website is, that once is it all set up, it’s easy to change it as time goes on and your business evolves. You can add more pages, change colour, font or whatever you want. So, don’t delay, get going now, it’s not as scary as you think!

8 reasons why every business needs a website

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If I want to find out how to do something or where to buy something, the first thing I do is look online. Most transactions these days take place online and therefore some of the traditional marketing techniques have been replaced with online strategies. However, a surprising number of small businesses do not have a website.

Every second, more than 20 million people are looking on the internet, on their mobile devices or PCs, buying everything you can think of….from books to houses, from kitchen gadgets to garden tools. If you, as a business owner don’t have a website, you are missing a trick as your business won’t be found, so you are missing out on potential sales.

I did it myself and I hear many people saying, “I don’t have a website, I’ve been meaning to sort it out, but just haven’t had the time,” or “It’s too expensive to have a website.” Unless you do it yourself, of course there is a cost involved. So, if you are still hesitating, here are 8 good reasons why you should go for it in 2016…

Promote your business 24/7

ID-100213463As the title suggests, having an online presence means that your business is ‘open’ 24 hours a day, 7 days a week….even when you are asleep. Information about your business, your services, what you sell, are there at your customers’ and potential customers’ fingertips. People are always looking online – they research products before they buy and if you have an online presence, and you happen to sell what they want, you could make a sale. If you don’t have a website, you are invisible….and in this day and age, you can’t afford to be.

Building reputation and credibility

A website gives you the chance to showcase your abilities, your products and services for the world to see – they can see the quality and price, and if you have an online shop, they can buy directly from you. If you don’t have a website, your potential customers will go to a competitor.

ID-100302355Through your website, you can be seen as an expert in your field, and through the recommendations and comments from satisfied customers, you can be seen to be reliable, trustworthy and that your products are top notch.

When you give out your business card, it will tell potential customers a little about your business. If you’ve given them your card because they’ve seen your stall at a local market, they will assume that they can log onto your website when they get home and see more of your products. Imagine their disappointment if they get home to find no website details…and of course, this will lose potential sales.

First impression

ID-100178914Not only does having a website make you more credible, it also shows that your business is established and that you are experienced at what you do. Even if your competitors are stronger than you, a well-built, mobile friendly website can entice customers to choose you instead. You might operate your business from the tiniest desk space in the corner of your dining room, or make your products in your tiny spare bedroom, but when you have a website, your customers don’t see this. All they see is the power of your brand – size doesn’t matter!

Advertise your business

Your website is your ultimate advertising tool. For a relatively small investment in the cost of setting up your website, you can reach millions of people. It is that one brochure that the whole world has access to – no printing and re-printing when you have new ID-100360651products – you just add them online at the click of a button. You can include tons more information and images than you could afford to put into a brochure.

Of course, there is a place in business for brochures and flyers and also advertising in local magazines or newspapers, but your online presence is always available, not just for the limited time that you can afford, or until your product set changes. It’s a fantastic marketing tool that is constantly relevant and up to date.

Save you time

Your website can tell people who you are, where you are and what you do. Without a ID-100291979website, you may spend endless wasted time on the telephone or email giving people directions to where you are, giving details of the products you sell or the services you offer. Your website gives all these details in one, easy to access space, available 24/7. Not only does it give these basic details, it also gives more detailed information about your products. Then, when people do contact you, it’s generally about something more specific or to actually buy from you or use your services.

Reach a wider audience

ID-10080142Advertising in your local paper, putting out your business cards and attending markets, conventions and networking events, are all brilliant ways of getting your products and brand out to a wider audience. However, with a website you literally have a worldwide audience. Business often comes from word of mouth and this is a great way to get local business, but in order to expand and reach customers that don’t know you, the internet is the way forward.

Beat your competition

If you have a business, you only have to look on Facebook or on the internet to know that you have hundreds of competitors who do the same as you. If your competitors have a ID-100160542website, then why shouldn’t you have one? The joy of having a website is that it doesn’t matter how big or how small your business is, it will help you reach more people and increase your sales. Through your website, you can gather information about your customers. You can use your website to host an online survey to find out what your customers want and online forms can be used to easily contact you to request a quote or ask for further information. When you know what your customers want, you can develop products or services to solve their problems or meet their needs.

Customer Service

Your customers are the most important part of your business. You can improve the service you give them by including FAQs and a Contact Us page. Customers can not only leave comments and recommendations, they can also ask questions. You can collect your ID-10069301customers email addresses, and with their permission, can send them regular updates about new products. This makes them feel valued and valued customers will come back to you time after time.

I hope that I have helped you to see the benefits of having a website. You may have thought that a website is a waste of money, but it is the exact opposite. You may have to invest a little to get your website written and built professionally, but you will soon get your investment back when new customers find you and start buying from you.

 

Images courtesy of  1) 2) 3) 4) Stuart Miles, 5) hywards, 6) Danilo Razzuti, 7) mapichai 8) Stuart Miles at FreeDigitalPhotos.net