Does your business have a website? Less than two-thirds (64%) of businesses do.
It’s easy to understand why – the cost of designing a website hasn’t decreased and it can feel like a lot of money for nothing. Which is why it seems easy to justify saving that money and relying on a Facebook business page.
Here’s the reality – Facebook is not enough. A real-world example: I needed a computer repair shop so I Googled “mac laptop repair” and picked one from the list. While lamenting to a local business owner later that day, she said she “knew a guy” and gave me the name. You know what? The “guy” didn’t have a website but he did have a Facebook page. His Facebook page didn’t show up in my Google search so he didn’t even get a chance to get my business.
If you’re ready to grow your business – get a website. Whether you hire it done or do it yourself make sure you include these three things so your website will convert visitors into buyers and your business will thrive:
1. Tell people what you do.
Research shows you’ve got 3-5 seconds for your page to load but did you know you’ve got less than that to “hook” people? About .05 seconds after your page loads to make sure you give them a reason to stay on your page. You have to clearly tell (and show) them what your business does – before they start scrolling.
Don’t assume because your business name is obvious people will “get it”. Even businesses with the service in the name aren’t immune. For example, a business called “Paint Pros” seems pretty obvious, right? They paint. But do they paint inside or outside? Residential or commercial? Floors or ceilings? If the customer can’t immediately tell what your business does for them, they are on to the next website.
As the owner of Paint Pros this is what my header or first section would say: “Paint Pros paint the inside of your home so you can enjoy your life.” Not only does it tell them exactly what the business does (paint the inside of homes) but it goes a step further and shows the benefits (enjoy your life).
Now connect the words with a visual by including a picture of someone painting the inside of a home. Not only have you said it but now you’ve reinforced it with visuals.
2. Tell them how you solve their problem.
You’ve told them what your business does and even how it benefits them. Time to take it up a notch – solve their problem. The problem may seem obvious but don’t assume.
Using the Paint Pro example, the “obvious” problem is someone needs to paint the inside of their home. But is that the whole problem? Yes, they want to paint a room but think of all the “stuff” they have to do before they can even start to paint. Buy the paint – what kind? Color? Then get brushes and rollers. Then tape everything. Then do the actual painting. Whew! It sounds exhausting.
This is where you step in – how does Paint Pros make their life easier? Better? Something like: “With Paint Pros you won’t have to worry about the difference between latex and oil paint. Or taping windows and ceiling. Or cleaning up or even how long it’s going to take. Paint Pros does all that so you don’t have to.” Now that will make my life both easier and better, thank you Paint Pros!
3. Basic contact info.
It never ceases to amaze me how many business websites don’t have an address, phone number or even an email address. Your website has convinced your customers to hire you because you make their life better and easier. Now they’re ready to book. Or maybe they have a quick question before they hire you. Please don’t make them have to jump through a bunch of hoops to do either.
A lot of websites (mine included) have a “Contact Us” page. Make sure the contact form is simple to fill out. One website asked me to answer 30 questions before I could even get to the contact form! Needless to say, I didn’t answer them. I did go to a competitor who let me send an email with a quick question.
A “Contact Us” page isn’t enough. A lot of people still talk on the phone. And even prefer it. Other people are just looking for an address – this is especially true if you’re a retail shop. If I’m on my way to check out your place and I look at your website but don’t easily see an address, I may decide to try out someplace that makes it easy for me.
“Easily” is the keyword above. People are used to finding contact information in the header and/or footer of websites so that’s where yours should be too.
Whether you are looking to create a website or upgrade your current one, including these three things and you’ll see an increase in how your website performs. AKA your business will get more customers.
Does your business need help getting your website right? Schedule a meeting with me today.