28 Sep The Questions Your Website MUST Address
Your business website is your #1 online sales tool, and one of the ways to maximize the efficacy of your site is to be very clear on Five Ws and One H: Who, What, When, Where, Why, and How. Making this information apparent helps hold the attention of your visitors, and this will keep them on your site longer.
WHO YOU ARE
Data shows that “About Us” is the second most frequently visited type of web page, behind the homepage. Visitors want to know about the people and story behind the business, but it’s also essential to emphasize what your business does for its customers. Even when you’re talking about yourself, tie it back to how your story, your experience, your team is a benefit to the prospect.
All research on effective website practices points to blogs and vlogs (video blogs) as one of the best tools for building connections with your site visitors. Don’t make the mistake of thinking that every blog post should be about you , though: Focus 4/5s of your content on information that will be relevant to your visitors. One of the best examples of this is All Wheel Drive Subaru, a Seattle-area Subaru repair shop, which has consistently put our 3-4 videos per year that teach basic car maintenance (they have amassed THOUSANDS of video views each). Other examples of effective content include sharing industry insights relevant to your audience, or customer stories that demonstrate the benefits of using your service or product. Sharing this kind of information helps build trust with potential clients.
WHAT YOUR BUSINESS OFFERS
The pain point that your product or service solves should be apparent. Keep the information on your business offerings update, and provide a clear call-to-action to let visitors know what they should do next: “Set and appointment”, “Shop now”, “Schedule an appointment”, or “Sign-up for our newsletter” are all examples of clear calls-to-action.
WHEN YOU ARE AVAILABLE
Don’t make site visitors search your site to find your hours of business.
WHERE YOUR BUSINESS IS LOCATED
If your business is a brick and mortar location, keep in mind that prospects may be searching for you on mobile devices, so be sure to include a map and/or instructions on how to find your business (if you’re located in an office park or have offices in a larger building, for example). If your business is virtual/online, then definitely make sure that your site is optimized for mobile viewing.
WHY YOUR’RE A BETTER OPTION THAN YOUR COMPETITORS
There’s not a singular element in your website where you can communicate this, but if you pay attention to details, share good content that speaks to the real concerns of your audience, emphasize the problems that you can solve and the benefits your service can offer, your audience will get the message.
HOW WILL YOU CULTIVATE YOUR RELATIONSHIP WITH VISITORS
A surprising fact on email marketing: Email sequences (newsletters) that users opt-into have a 3,700% ROI.*
Have a call-to-action with “Sign-up now” featured prominently on your page. You can incentivize joining by offering a free gift (whitepaper, eBook, coupon, etc.) want. Remember that a solid email sequence buys touchpoints with visitors necessary to build the trust needed to convert them into buyers.
There is no silver bullet in online marketing, but making the answers to these questions clear on your site will help to keep visitors on your site longer, increasing your chances of converting them to customers.
At Cyber Fision, we have worked with hundreds of businesses and we know exactly how to maximize your return on investment on your internet presence.
Our team of marketing professionals, social media managers, engineers and SEO experts is here to increase the visibility of your website, capture the attention of potential leads, and convert these leads into paying clients.
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