Imagine for a moment you have setup a shop in a busy downtown city street. Lots of foot traffic. Your thinking is, as long as you get enough people walking in your shop they will convert into customers right? However your shop has not had a paint job in 10 years, the windows are cracked, there is dust on the shelves and the shop assistant is an abrupt person that is not too interested in serving customers. What results would you expect to get from a shop like this?
It is a really easy answer – bad results, or results that are not as good as they could be if spruced things up. Of course the odd desperate customer will come in and buy something but only if they have to.
Is your website the same as this old store? Old and run down and in desperate need of some TLC? The next question is, when you want to buy something from a business do you check out their website? The answer is yes for a lot of people. Your website very often is the first impression that your potential customers are getting about your business and if it is old and dated there is a high chance that you may be losing customers as they judge your business from your website, just like you judge other businesses from their website.
[ideabox]There is a high chance that you may be losing customers as they judge your business from your website, just like you judge other businesses from their website. [/ideabox]
Just like a physical shop you want a website that is tidy, professional and converts clients into customers. In fact this should be your number one priority in both cases before thinking about any sort of marketing whether it be print, radio, seo or adwords. Otherwise if you drive traffic to your site that does not convert or get the result that you are after, you have just wasted a bunch of money.
Identifying your primary call to actions!
With a physical shop the owners of the shop have certain actions that they want potential customers to take. The primary call to action would be for them to purchase a product. The entire physical shop is setup to get this result. Signs on the outside, tidy shop, nice and helpful attendants etc. The secondary call to action might be something like joining up to a loyalty program which is really designed to get them to come back and purchase something again.
With your website you should be thinking exactly the same way with your website visitors, what is the primary call to action that you want them to take? Here are some suggestions.
- Call your business number
- Purchase a product on your website
- Book a meeting with your sales person
- Book an appointment
Your entire website should be aimed at encouraging your visitors to perform your desired call to action and do you know what? Your customers want to take those actions, that is why they came to your site, if you don’t give them what they want, they will simply go somewhere else where they will get what they want!
Consider your secondary and third call to actions
You should also think about the secondary call to actions on your website. Sometimes if someone comes to your website, they may not trust you enough to enter their credit card details to purchase a product but they are happy to give their email address or like your Facebook page for some helpful information. By getting their email address or their Facebook like they have given you an opportunity to build trust with them and keep in contact with them, so at this point you can send them some helpful high quality information to show them that you are indeed interested in helping them solve their problem or need for which they originally came to your site about. Here are some examples of secondary call to actions that you may consider.
- Subscribe to your newsletter
- Like your Facebook page
- Call for more information
- Download a free helpful e-book
And you may even want to consider a third or fourth call to actions. When you have identified what you want your call to actions to be, you need to ensure that primary call to action is very prominent on your website and your secondary and third call to actions are also available on all pages.
If you have a website that could do with a spruce up and you are not sure where to start check out CyberHub’s complimentary website audit which will show you exactly what areas of your website that require some work and what you can do about it. To find out click on the check board below.