Do you often feel overwhelmed with the amount of tasks you have to keep up with, when it comes to your social media efforts? If your answer is yes, I have a great social media content template free for you to take away today. This template will help you organise your efforts into channels that you are going to post on, who you are targeting with your posts and also the frequency and, of course, content.
Success is always built on systems. Start implementing systems in your business and you will see massive results within no longer than 3-6 months. I know, it is sometimes easier to focus on the big picture, but without the baby steps, that big picture will forever stay an unreachable dream.
So write the dream down with a date and make it a goal. Think about the strategies you are going to implement to get closer to that goal, and then break them down into tactics- a particular actions you are going to take, with actual deadlines and consistent frequency. Don’t worry about being perfect. Perfection does not bring result. Consistency does!
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Clarity is the most important factor that can make or break achieving a goal. Being extremely clear on what you are and what you sell makes it easier to create a message that will appeal to your ideal customers.
Before we talk about clarity on business websites, let’s talk about a human brain and its main functions.
The brain has main priorities:
#1 Survive – in order to survive, the brain needs to get rid of excess information. This means constantly categorise all information into “I need” and “I don’t need” departments. The “I need” department gets further review and attention while “I don’t need” department is wiped away immediately without a second thought.
#2 Conserve Calories – we need a certain amount of calories for our bodies to function. When we think, we burn calories, therefore we are taking the calories from our physical needs. Naturally, the brain tries to conserve the calories to process only information in the “I need” department and only if absolutely necessary.
Therefore if you present a human brain with a confusing message, the brain shuts down and refuses to process the information.
How can you avoid this?
Present The Information In Plain Words And Bite Size Pieces.
In my experience, most companies are trying to show off their knowledge and expertise in their industry when writing content for the website. The truth is, however, that kind of language may be good for a blog, but on a business website they end up talking over their visitor’s heads.
Your customers come from so many different backgrounds and levels of education, it is crucial to make sure every level is catered for, and not be arrogant, or assume they will guess what you are talking about. Remember, the moment you asked your customers to assume anything (ie: start thinking), their brains will shut you off, losing you potential business. So don’t overwhelm them. Give just basic information, in plain language and keep the specs for the “more info” section.
Have An Easy To Understand Tagline
The best place to clearly explain what you do or sell is the tagline. Its format should tick all the boxes within the brand clarity requirements: it must be short, to the point and easy to understand. Keep in mind we are in the racing game for our customers’ attention. One mistake a lot of businesses make is not actually using their tagline to explain what they are, instead, they opt for vague analogies and try to appear quirky and smart. Using a vague cliche tagline like “Redefining Standards” by a generic telecommunications company means absolutely nothing. In fact, you are very unlikely to be redefining any standards when it comes to closer inspections, why not just say “We Provide Reliable Office Phone Systems”, I bet there will be so many more contact form submissions due to just this small change! Don’t get poetic. Say it clearly! It is much more difficult than you might think.
The next point to mention is the placement of the tagline. Avoid using it on a home page banner, not all visitors land on your homepage. The best place for a tagline is on your website header that is clearly visible on every page as it opens.
Include An Obvious Direct Call To Action
Let’s presume your tagline is clear and your customer’s brain already sorted this information into the “I need” department. This is the time when you take advantage of the momentum and create a sense of urgency to convert this decision into a purchase or a lead. A Buy now, Register Now, Contact us Now, Shop now, Limited sale – this should be an obvious button to press. Literally in your face. Make it easy for an excited customer to take action and get one step closer to that product or service that will solve their problem.
But watch out for having too many unnecessary buttons and links, like F.A.Qs, About Us, Technical Specs etc. This will just make the brain work too hard and we know that it is the opposite to what the brain wants- so, back to basics- do not overwhelm it.
If you go back to your website and add a clear tagline and an obvious direct call to action, your online sales will increase dramatically just from those two changes.
Use Smart Imagery
Images speak better than words and they are extremely important for your marketing message. When you are choosing the images for your website, choose positive images that picture the success that your customers will have by using your product or service. Your customer will identify with the positive messages that promise a resolution of their internal conflict. If I am a customer looking at a dentist’s website, I want to see people smiling happily, not those suffering from pain. So think about showing the wonderful results that await your customers, not pictures of your products or photos of your place of business, at least not on the homepage or in the header. There are some types of websites, like clothes shops and accessories that have to showcase their products, but for those types of businesses, I recommend investing in a good photoshoot with happy looking models representing the joy of having these products. The images on your website must show a happy ending to your customer’s story.
If you feel you need to make your website’s message clearer, I would love to have a look at it and give you a hand – do not hesitate to give me a call or contact me here now.
Whenever I do a marketing audit on a website, I have a list of simple tests I like to put it through. These are 4 basic questions that a lot of web designers and business owners themselves seem to overlook when creating a business website. If you can answer these four questions in an honest, objective way, you will know whether your website needs a little work, or that perhaps the lack of performance is due to some factors outside your site, such as lack of focus and poor consistency implementing your marketing strategy.
Let’s have a look what elements create the basis for a successful business website. I promise by the end of this post you will be saying, “these are so obvious, why did I not think about these before?”
#1: How Fast Is Your Website Loading On Various Devices?
We live in a busy world and in this world, there is little time for hanging around. So if your website is too slow and it takes more than 3 seconds to load, a large percentage of your potential visitors will be gone before they get to see your home page. In fact, 40% of people abandon a website that takes more than 3 seconds to load. 47% of consumers expect a web page to load in 2 seconds or less. That is very, very fast. A 1-second delay in page response can result in a 7% reduction in conversions. Depending on the type of website and the platform it is built on, some websites can be ridiculously slow due to their size. But website visitors seem to care about speed much more than any bells and whistles you might have. On top of that, slow loading times will affect your search engine rankings.
This infographic from Kissmetric illustrates perfectly how loading time affects your bottom line.
#2 Is It Clear What You Are Offering/Selling?
When the home page loads on a computer or phone screen, it is the most important place for you to describe exactly what is it you do or sell. The simpler this message is, the more people will go deeper into your site. The majority of businesses I know tend to overcomplicate their brand message, presuming that their visitors speak and understand the “pro lingo” of their industry. The reality is completely opposite. If you are selling windows, don’t overwhelm your visitors with super technical details on the first banner they see. Tell them clearly, using simple words that your windows mean light, warmth, peace and quiet. Leave the specs for the product page.
#3 Is The Website Packed With Call –To-Action?
Information is an unlimited resource. Attention, on the other hand, is a finite one. We only have a short amount of time to get a visitor’s attention and create a sense of urgency and value. Clarity becomes even more important here. If the visitor understands immediately what is offered to them, you get a chance to follow this up with a tagline or a call to action banner, that will tell them why this product or service will improve their current situation. So if it is dresses you sell, the visitor must know from the first glance on your home page that these dresses fit and look amazing, making you feel like a million dollars! Add something like a limited time offer, and you will increase the chance of conversions.
#4 How Easy Is It To Buy Your Product Or Order Your Services?
So your visitors get on to your home page pretty fast, they know immediately what you are about and they feel the need to get your products or service as soon as they can. They are excited in anticipation of the solution to whatever problem they had that led them to you. So how to buy?
I was recently taken to a product page on a website, it was an offer on Facebook that I couldn’t refuse. I was so excited, I clicked Add To Cart button and….. nothing. I clicked it again… and again… nothing changed. I did not get a message that my product was added to my shopping basket. In fact, there was no shopping basket icon anywhere, I even checked the footer. Because I have a background in web design, it became my mission to uncover it. Eventually, I found the cart and the checkout as links in a drop down menu under the Shop section. This was beyond disastrous, really. If there is an online shop, there has to be a cart button somewhere very obvious. How does one expect to make sales, when they hide the very place where the money is passed over to them? Anyone else would assume the site is broken and would not proceed with the payment. They simply wouldn’t know where to click.
A well-built website will have the shopping cart very obviously present, so even if a visitor does not proceed to the checkout straight away, they can find their way to it in just one click.
Same applies to non e-commerce websites. If the purpose of the website is to generate leads or build a contact list, the Contact Us or Sign Up button should be clearly present and easy to reach, whatever page your visitor is on.
These are just some basic principles of having a good business websites. And this is even before conducting an SEO audit to see if the website is well optimised to be found online.
If you can look at your website and see all these elements in place, well done! Your website is definitely designed to convert your visitors into buyers.
If however some or all of these factors are not up to scratch, you might need some help. Follow our blog and join our Facebook page for the “Uplevel Your Website” weekly videos to help you along the way.
If you wish to get professional help with your website, do not hesitate giving me a shout today and let me help you focus on ideas that will make your website perform its best!