How effective is your Website? Just having a Website is not enough. If you have a Website that is left unengaged, not updated, unappealing, or a hot jumbled mess, it’s time to reevaluate your site.
When I visit a Website and find it hard to read, or if I can’t find what I’m looking for, I will click off as fast as a Porsche can go from zero to sixty. You must give visitors reasons to stay on your site. Consider steps that will make your site more inviting and effective so that you can begin to convert visitors to customers.
Think of your site’s color scheme. We’ve seen those sites that have bright backgrounds, with an even brighter font—so bright that it gives you vertigo. If your site’s background is black, make sure the text is white or close to it. If the background is white, use a dark or black font. I like to be creative, so many of my sites have custom backgrounds. However, they are not so busy that it takes over the content, making it nearly impossible to read. Visit sites like colorcombos.com to get ideas for color schemes.
Visitors to your site must know exactly what they are there for. If you have no clear message or content on your page, they will likely leave within seconds. If you are an author or a speaker and your Website contains things unrelated to your profession, this confuses prospective clients. Get to the point. Unless you’re writing an elaborate blog post, make sure content is short, sweet, and to the point. This helps to relay a clear message to your readers.
I cannot tell you how many times I have gone to a Website looking for the Contact or About page, only to find that there is none. Some elements every effective Website must have:
• About/Bio page
• Product/Services (with shopping cart)
• Contact page
• Social Media Info
• Call to action
The more information you give a visitor up front, the better chance you have for a conversion, causing them to click past your Home page. On your Home page, make sure you have an attention-grabbing photo or graphic. A Website without photos is absolutely boring. Regardless of what you do, include a professional photo(s) on your site. If you are an author, speaker, teacher, or artist, you could use a photo of yourself while you’re in your element. Meaning, use that high quality photo of you engaged in a book signing, a conference, a classroom lecture, or while you’re live in concert. If you have a business site, make sure your business logo is clear on the page. And it’s a good idea to use stock photography to give your Website that non-sterile, welcoming feel.
Two examples are my personal and business Websites. One of my personal Websites is (www.yolandamjohnsonbryant.com). It’s not too busy and I have a custom background. The colors are cohesive and there is no doubt as to the purpose of this page. One of my business Websites (www.bryantconsultonglineline.com) uses a simple color scheme that is easy on the eyes, and content is concise and pointed. Just about everything a new visitor needs is on this page: what we do, a link to our services, a link for a free quote, references and testimonials, and a snapshot of our latest specials. (No, that is not me on the Home page; I used stock photography.
Please make sure your About page includes a small bio. You can include a more in-depth bio on the Media page, or you can forgo the Media page and include the links on your About page. In this case, it’s good to have both a small and large bio. The bio should contain only pertinent information—no frivolous and unnecessary information. Do include all of your achievements—with the exception of that first-place spelling-bee trophy you won in the seventh grade—education awards, volunteer and humanitarian efforts, and relevant, related events.
If you are a service provider, please display, at the very least, a partial list of your services. If you are a seller, an author for example, add a page that allows visitors to purchase your products directly from your site. It’s okay to have a link to purchase your products from Amazon or other online retailers, but never miss the opportunity to sell your products from your own Website.
It might surprise you to know that the Contact page is one of the most important parts of a Website and one of the most commonly missing pages from a site. Depending on what you do or sell, a contact form on your Website is good; however, if someone needs to send a payment, a contact form will not suffice. (For example, you’ll need a shopping cart service or a link to your PayPal account.) If that person must send you something, you may not want people to know where you live. Rent a post office box and use it as your mailing address. Also, use your Website’s email filtering feature. For example, use email@example.com so that site visitors can contact you.
Almost every person and business is using some form of social media. Although some people don’t like it, it’s where your customers are during this current phase in technology, marketing, and business. Reach them there. Set up a Facebook, LinkedIn, and Twitter account. Include these links on your Website. (See previous articles that’s I’ve written on social media.) Although your Website is your storefront and supply house, the customer engagement is really in social media. Not having a social media presence could cost you visitors and conversions.
Last, anything you do should have a CTA—Call to Action. Once visitors are on your site, what do you want them to do? Buy something, of course, or book you for their next event. If you are selling something, or if you provide a service, make sure visitors know that. Point them in the right direction.
Tune up your Webpage today and start converting those visitors into customers.