Actually talk about the problem you solve that your client can't - AND - the result they are looking for, so that they might think you care more about them than you do yourself.
That's not aimed specifically at you, it IS aimed at all marketers who attempt to sell ANYTHING online. Social media AND websites are full of blather about what you do, about yourself - and there is NOTHING about the client's problem and the result THEY are looking for.
Big corporations have billions to pour into their marketing. I'm guessing you aren't them. So you have to use real marketing, that works, and you have to start by talking about your client's problems, and the results they are looking for.
I've been doing free 30min website audits this month and all lack the same things. WHAT the business does, WHO they do it for, WHY they do it and HOW to get in touch. A call to action, a clear message (company positioning), and specifically for small business - some personality are the most important elements of a website.
Your website must be the answer to the question the prospect asks when they type in their keyword search. It has to make them trust you more than your competitors and it must focus in on exactly what they are looking for. All things being equal, (i.e. look, feel, ease of use, quality, a compelling offer, exact match on content etc...), the website with the best answer usually wins the clicks. If your website answers the question to their search, you have a shot.
UI will always play the most important role in a business driven website. Unfortunately on many business <B2C> to <B2B> sites the road map isn't driven properly therefore causing a huge break in communication for not only the user, consumer but the meta data of the website.
User experience is literally the engine that drives visitors to your site and regardless of the bells and whistles you throw into your site content, if it doesn't flow properly and doesn't have value to the user experience it will drive away visitors.
I have seen and worked on hundreds of large scale corporate driven sites where sadly the user experience was driven by marketing content that not only had no value but the placement of content itself did not use proper UI/UX methodology.
Your site is a sales engine and is also a driving force to your brand identity and product offerings so think clearly and precisely on not only who your customer is but why they would choose your company/business over another.
Scale back on what's popular in today's web design's and think outside of the box on what truly makes your company unique and create that story by using correct user experience and engagement value.
I would say look at your analytics and see what pages are getting visited - then concentrate on those pages. I consistently see (in the service based industries) the About page is the second most read page - home page is first. The companies that have weak about pages (or refuse to put one up) are losing business.
There will always be the usability factor and its going to change with each industry. If your a restaurant, easy to find hours, contact info, menus. If your a contractor, then contact info, services, business licences and trust marks.
Google still uses its Search Quality Evaluator Guidelines and EAT - Expertise, Authoritativeness, Trustworthiness. I think every website needs to display something that shows off your expertise and trust marks for authority helping to demonstrate to your visitors and Google that you are the local service expert.
There is only one purpose to business- to SELL. And there is only one purpose for a website- to SELL action. It may be selling a buy action, a contact action, a fill out a form action- it doesn't matter.
A website that doesn't SELL is a waste of money.
And I have seen hundreds that are a waste of money. They are like billboards printed in #2 font- worthless. Like using smoke signals on a windy day- wasted. Like having a beautiful picture kept in storage- invisible. Like owning a private jet- that can't fly.
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Answers (31-40)
The driving factor behind why you have/want/need one.
Clearly defining what the business offers so you can receive valid interest and follow-through.
Information. That is, the RIGHT information.
Actually talk about the problem you solve that your client can't - AND - the result they are looking for, so that they might think you care more about them than you do yourself.
That's not aimed specifically at you, it IS aimed at all marketers who attempt to sell ANYTHING online. Social media AND websites are full of blather about what you do, about yourself - and there is NOTHING about the client's problem and the result THEY are looking for.
Big corporations have billions to pour into their marketing. I'm guessing you aren't them. So you have to use real marketing, that works, and you have to start by talking about your client's problems, and the results they are looking for.
Here's a short video that will show you more about how to market than you'd learn if you got an MBA - http://45MinuteMarketing.club/wrong
I've been doing free 30min website audits this month and all lack the same things. WHAT the business does, WHO they do it for, WHY they do it and HOW to get in touch. A call to action, a clear message (company positioning), and specifically for small business - some personality are the most important elements of a website.
Your website must be the answer to the question the prospect asks when they type in their keyword search. It has to make them trust you more than your competitors and it must focus in on exactly what they are looking for. All things being equal, (i.e. look, feel, ease of use, quality, a compelling offer, exact match on content etc...), the website with the best answer usually wins the clicks. If your website answers the question to their search, you have a shot.
UI will always play the most important role in a business driven website. Unfortunately on many business <B2C> to <B2B> sites the road map isn't driven properly therefore causing a huge break in communication for not only the user, consumer but the meta data of the website.
User experience is literally the engine that drives visitors to your site and regardless of the bells and whistles you throw into your site content, if it doesn't flow properly and doesn't have value to the user experience it will drive away visitors.
I have seen and worked on hundreds of large scale corporate driven sites where sadly the user experience was driven by marketing content that not only had no value but the placement of content itself did not use proper UI/UX methodology.
Your site is a sales engine and is also a driving force to your brand identity and product offerings so think clearly and precisely on not only who your customer is but why they would choose your company/business over another.
Scale back on what's popular in today's web design's and think outside of the box on what truly makes your company unique and create that story by using correct user experience and engagement value.
I would say look at your analytics and see what pages are getting visited - then concentrate on those pages. I consistently see (in the service based industries) the About page is the second most read page - home page is first. The companies that have weak about pages (or refuse to put one up) are losing business.
There will always be the usability factor and its going to change with each industry. If your a restaurant, easy to find hours, contact info, menus. If your a contractor, then contact info, services, business licences and trust marks.
Google still uses its Search Quality Evaluator Guidelines and EAT - Expertise, Authoritativeness, Trustworthiness. I think every website needs to display something that shows off your expertise and trust marks for authority helping to demonstrate to your visitors and Google that you are the local service expert.
Take your pick, but performance isn't measured on the greatness of any one component.
But, for the most important component, I'm going to go with a responsible product owner with a strategic plan and the resources to execute it!
There is only one purpose to business- to SELL. And there is only one purpose for a website- to SELL action. It may be selling a buy action, a contact action, a fill out a form action- it doesn't matter.
A website that doesn't SELL is a waste of money.
And I have seen hundreds that are a waste of money. They are like billboards printed in #2 font- worthless. Like using smoke signals on a windy day- wasted. Like having a beautiful picture kept in storage- invisible. Like owning a private jet- that can't fly.