One of the biggest problems in the digital world today is the tide of useless websites flooding the market. It is a source of immense frustration for many business owners. Many extremely successful businesses spend tens of thousands of dollars on websites and then find they simply don’t deliver the right leads.
Deb Croucher, founder and CEO of Brilliant Digital, has 20 years’ experience building websites. She and her team have a phenomenal track record of results across countless industries, and in her opinion, there are three things you MUST get right if you want your website to deliver the right leads.
There is a lot of really terrible work out there: patronising text, indecipherable text, technical language no one can understand.
Huge chunks of text shoved together in long paragraphs that no one is going to read.
A mishmash of information with no cohesive structure – dumped in a pile for the sake of having ‘content’.
How to identify if your website suffers from poor content:
Content needs to inspire
All these things are part of content and will immediately turn a visitor off you and your company. The visitor will click ‘back’ and go and find another website – your competitor’s – and see if they can find what they are looking for there instead. Your content needs to inspire.
Your content is your digital salesperson
We make purchasing decisions with our emotions, even online. You need to connect with your online customers to the same degree that you would in a face to face encounter. Since an online encounter will miss all the non-verbal cues that make up 80% of our face to face communication, you need to convey them in your digital content. Your content is your digital sales person.
Your visitor needs to land on a website that feels like it was made for them.
They need to feel that they’re in the right place and can very easily find what they are looking for.
When you plan your website, think about every stakeholder and make sure they can find what they want.
Common design and user experience (UX) errors
A guaranteed fatal mistake is to not take Google seriously.
Since its conception, Google has always been – and still is – THE place where people go when looking for a serious business.
In the last 20 years, many platforms have come and gone, but Google remains the constant.
Basically, in this digital world, you are who Google says you are.
If you haven’t gone to the effort of making sure your business is search engine friendly so your business is found as the result of all those Google searches related to your business activity, then you are not going to get the eyes you need on your website. In short, you will not get the lead volume you want.
When you search Google (because everybody does), do you check the businesses on page 346?
No. No one does.
You need to make friends with Google if you want your website to be seen. To sustain your business and to have your digital business grow organically, it is crucial to get the Google ranking of your website sorted.
So, there you have it:
The three essentials for any successful lead-generating website.
If you’d like our help in making that happen, contact us.
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