People are always asking me what they can do to make their website more effective. Unfortunately by the time they get to me, they have usually spent thousands of dollars with other firms and ended up with nothing more than a slightly better version of what they already had, leaving them frustrated with very little budget left.
Here are seven easy things you can do to make your website MORE of a revenue generator and LESS of an expense:
1. Install Google Analytics on your site. You can’t manage what you can’t measure. If you can’t answer basic questions like “what is your bounce rate?” or “what is your highest exit page?” then you are missing out on important data. You should look at your analytics weekly just like you look at other key sales and financial data. It’s free.
2. Make sure you have the information and the ability to access your site. Your hosting information, your FTP information, your content management access, etc. I meet so many companies that have no way to update their website because they never got the information and their webmaster is long gone. This can be costly yet easily avoidable.
3. Have a well-crafted offer designed specifically for your audience in exchange for an e-mail or other key information. (Example: a monthly newsletter with great content, weekly promotions/discounts, etc.) Test different offers to see what generates the best response. This is an effective way to build an online database to communicate with frequently.
4. Make it easy for people to contact you. Have a way for people to contact you on every page. A simple form that generates an e-mail and/or phone number is best.
5. Have a clear goal of what action you want people to take on every page. Whether you want to collect e-mail addresses, register online or make a call, each page of your website should have a “Call To Action” front and center. Review your analytics to determine if your visitors are taking the desired actions. If they aren’t, then you will know it isn’t clear or it isn’t compelling, so you can change it. (Refer to No. 3 to make sure you have a compelling offer.)
6. Cut your text in half. Don’t fill every part of the screen with text on the main pages of your site. It won’t get read. If people want to read more, give them a way to click through to access more in-depth copy. And make sure your copy is written from your audience’s perspective and not your own. (Bonus: Use images and video throughout your site.)
7. Be the champion of your website in your organization. If there isn’t at least one champion, then your website will never be a useful part of your marketing and sales strategy. Take it on and start learning by reading articles, blogs and books on website strategy. Be the champion and start to generate exciting results.
Your website is an important reflection of your company, but it doesn’t have to be overwhelming or expensive. There is no greater cost effective, measureable marketing and sales tool that gives immediate gratification than the Internet. So start using it!
For more information, e-mail me at wendy@athena-marketing.com or leave a comment on my blog http://wendylieber.wordpress.com/.
