A Quick Test for Your Website
1. Can a website visitor get a thorough understanding of your bread-and-butter product/service and reach your contact info page in two clicks or less?
2. Is your website design and content consistent with the quality of your company and its products/services?
3. If you looked at your website and sales materials/brochures side by side, are they conveying a consistent brand image?
4. If your salesperson were to read aloud your website's content word-for-word during a sales call, would they close the sale?
If you answered "NO" to any of the questions above, your website probably needs some work.
5 Ways to Get Your Website on the Same Page
1. Perceived Value - First impressions are everything. In the first few seconds of a site visit, your website's design quality and content layout is subliminally
communicating your company's value to the visitor. If your site's design quality is poor or unorganized, your company will be perceived as poor quality and unorganized, and thus, the visitor leaves without considering a purchase.
How to Get On the Same Page: Work with a professional website designer who can help you design your site's look and feel to match (or exceed) the quality of your company, products and services.
2. Brand Consistency - Your company's brand is what people think of you. And whether people notice a magazine ad, see your booth at a tradeshow or find your website, it's vital that you present a clear and consistent sense of who you are at every customer touch point.
How to Get On the Same Page: Everything you put in front of a customer needs to look and sound consistent. This means every ad, every brochure, your website, corporate identity elements, etc. An integrated campaign works wonders when designed professionally by a single designer or agency.
3. Message/Content Quality - Content is king. Keeping your website updated with fresh, high-quality, informative content positions you as an expert in your field, and people want to do business with experts.
How to Get On the Same Page: Hiring a professional content developer/copywriter is a great way to ensure that your message is delivered in a high-quality fashion, and with a consistent voice. Have the copywriter sit down with your salespeople to discuss the most effective messaging to help convert your visitors into buyers.
4. Self Promotion - Be Your Own Cheerleader - If you're not promoting your latest happenings (new product/service offerings, company news, upcoming educational sessions, tradeshows, etc.), no one else is going to. Ensure your site is easy and inexpensive to update. Nothing screams "dinosaur" like seeing a news page where the last news item was from two years ago.
How to Get On The Same Page: If your salespeople are out there telling customers about a new product or an upcoming educational session, your website should be doing the same. Frequent site updates tell customers that you are an active company that is on the move, as well as providing new content that serves as food for search engine spiders.
5. Track Your ROI - It is baffling that companies will spend thousands of dollars each year on marketing tactics that make tracking return very difficult (advertising, direct mail, brochures, etc.), but won't spend a few thousand dollars to develop a quality website with an analytics program that essentially give a two-way mirror to watch prospect's browsing behavior.
How to Get On the Same Page: Website analytics, and even e-mail marketing, now offer great, inexpensive tools for customer research and ROI tracking that not only help calculate ROI, but also help hone marketing strategies towards the content/messaging, products and services that provide real results.