jane-mckay-marketing-coach

October 12, 2016

What does your website say about your business?

web-design-bairnsdale-gippsland

What does your website say about your business? I mean really say about your business?

Is it professional? Approachable? Easy to read? Responsive? Or does it make you cringe and you want to apologise to every person that walks in your door and says "I was looking at your website"....

I am always surprised by the number of poorly-designed, outdated (i.e. copyright 2013 in the footer) websites I come across. And I'm not just talking about tiny companies, I'm talking about large businesses that turn over millions of dollars p.a. yet have a website that looks like it was designed in 2005.

I recently came across an investment company whose website was really pretty awful - would I hand-over my hard-earned dosh to this company to invest? Goodness no! If they aren't organised enough to update their website, I'm scared about what they'll do with my money (spend it on a new website, hopefully).

But seriously, what first impression are you giving your potential customers with your website? Be honest with yourself here.... Think about websites you've visited lately and whether you've enjoyed interacting with them.

Do you think your customers enjoy interacting with your website? Is it easy? Is it fun, even? I'm not talking about gimmicky flashing headers; I'm talking about simple, easy-to-navigate design, clear images and readable copy. It doesn't need to be complex, it just needs to be easy. Easy to read, easy to navigate, easy for the potential customer to convert to a sale.

Are you proud of your website? Do you share it on every email you send, Tweet you share, Facebook post you transmit? Is it in your Instagram profile with a reference "link in bio" on every post?

Yes? Well, good on you! That's fantastic! I hope that your website is delivering conversions for you.

No? Ba-bow. This is bad news my friend.

Online research matters

When you're thinking of making a purchase be it curtains, clothes, a lawnmower or intangible products like insurance, electricity retailers, fitness classes, even plumbers and electricians; where do you start your research? The majority of us would have the same answer: online.

A 2014 study found that 81% of purchasers researched online prior to buying a product and this figure could only have grown since this study. The majority of consumers in the Nielsen Global Connected Commerce survey say they conducted research online prior to buying - regardless of whether the purchase was in-store or online.

In this 2016 global retail survey conducted by Price Waterhouse Coopers:

  • 54% of respondents buy products online weekly or monthly
  • 34% agree that their mobile phone will become their main purchase tool
  • 67% say that either reading or writing social media reviews and comments influences their online shopping behaviour

In Australia:

  • 37% of respondents said their buying behavior was influenced by reviews
  • 34% compared prices using mobile in store (tell me you've never done this!)
  • 62% of respondents were likely to buy from offshore online retailer if better prices
  • 35% local items would increase preference for local retailer

So, think again, what is your website saying to your potential customers? Is it haphazardly built? Does it contain typos? Is it outdated and (horror of horrors) not responsive i.e. doesn't adjust its layout to mobile phones and iPads, etc? FYI: Google is now penalising non-responsive websites in search rankings.

Stop putting it off

Is re-building your site something that you can afford to keep "putting off"? If 81% of purchasers are researching before even leaving home and your website is a turn off what is that doing for your business?

While websites are, in the main, there to provide content and information, your website is often your customers' first interaction with your business. It is your only chance at a first impression.

As with all things marketing, it all comes back to your target audience. Back in 2012 I wrote about your best customer; your ideal. If one person could walk into your shop (whether physical or online) today and make a purchase, who would they be, what would they buy? Really get into their head and their frame of mind.

Think about where your customer is when they are Googling you? Are they in an urgent situation, i.e. "I need a plumber"! Or are they in a leisurely browsing mode, "Summer dress trends 2016"?

Think about how your website appears to that person and speaks to their circumstances.

Often the products we sell (on- and off-line) provide your customer with more than simply a physical object: they give us something; they provide a solution. When you can demonstrate that solution through your website and answer the frequently asked questions, you are creating a high converting website for your business.

A new website is easy

I know that building a new website can be an overwhelming task but really, it should be easy - for you anyway!

If you've never worked with a freelancer or consultant before here is a rundown of what you can expect.

In my business, every website I create follows a process. I like to keep my clients involved at every stage; from planning to execution: your ideas and input are valuable to me.

At its heart a website is an expression of the personality of your business, in an online format. If your business is fun and colourful, your website will will be too. If you like light, white and minimalist, your website can be too.

I will meet with you (in person, online or via Skype) to discuss your business and what you want to achieve with with your website.

We'll discuss things you love, things you loathe. If you have any ideas or a vision, we'll work through them to ensure that I have a clear picture of what you want.

You'll send me the images you want to include as well as the text (or a loose idea of the text, dot points are fine), I'll ask you some questions about SEO and what you want your customers to do when they are on your website (this question is crucial) and I'll go ahead and build the site. Just like that 🙂

Then I'll send it back to you for review and I'll tweak away until you're 100% happy to launch. Boom! Online fame awaits!

So there you have it, if you're think about your website, I want you to be proud of your site. Plus, the process doesn't need to be onerous, tedious or expensive.

~ Jane

 

Get in touch

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Jane McKay Communications acknowledges the Traditional Owners of the Land on which we work, the Gunaikurnai People, and we recognise their connection to Land, Water, Language and Community. 

We also pay our respects to Gunaikurnai Elders, past and present.

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