By Sara Alter
Photograph by ChiChi Ubiña
You only have one chance to make a good first impression and in today’s digital age, that impression needs to come in the form of a clear, functional, and effective website.
It only takes a user about 0.5 seconds to form an opinion on the credibility and quality of your business, so you have a lot of work to do in a very short amount of time.
One of the most common mistakes I see business owners make is that they miss the mark on 3 critical areas of their websites, causing them to lose out on potential customers and engagement.
3 EASY WEBSITE UPDATES TO HELP CLOSE THE SALE:
CLEAN UP YOUR LAYOUT:
Imagine you’re walking into a clothing store and the first thing you see are flashing lights, different types of images all over the walls, signs pointing you in multiple directions at once and racks of clothing in all different sizes, styles and price points. That customer experience could be summarized as overwhelming, confusing, and unappealing. The same can be said for a website.
A good website design enables customers to get a clear sense of your brand identity, products, services, and next steps, without having to spend extra time navigating through clutter.
If your current website is filled with too much STUFF, simplify your visual layout, edit out unnecessary images and make sure your branding feels consistent throughout the site.
Example: On your landing page, share one amazing header photo, limit the amount of copy, stick to your brand colors, and create clear sections so that your website feels organized and easy to navigate.
If you take a look at your current website and find that it’s filled with extra images, colors, and content, it’s time for an update!
SIMPLIFY YOUR MESSAGING:
If you don’t know what you’re selling, how will anyone else?
It’s common for companies to have a hard time explaining what they do, and how they do it. This leads to a lot of unnecessary copy, confusing messaging, and a high bounce rate. On average, 69% of website content is never even seen by visitors. This data shows how critical it is that you get your messaging right.
Within an instant, your website should tell a user who you are, who they are, what you help with and how you do it.
Example: Through 1:1 coaching Moment provides marketing, messaging, and social media support to mom entrepreneurs navigating the growth of small businesses.
If you take a look at your current website and find that a clear explanation of your business is missing, it’s time for an update!
PROVIDE A CALL TO ACTION:
If you don’t know where to go, how can you get there?
A common mistake on many websites is not including multiple call to action buttons. A call to action (CTA) specifies the immediate next step for your customer to take. If you map out the exact customer journey from beginning to end, your CTA buttons should guide them along each step of the way.
Your customer has just finished reading about your services. Insert a “CLICK TO BOOK” button.
Your customer is scrolling your product page. Insert an “ADD TO CART” button under each item.
Your customer is reading your founder bio. Insert a “CLICK FOR TESTIMONIALS” button.
Your customer needs to find out about your pricing. Insert a “CLICK TO SCHEDULE AN INTRO. CALL” button.
The bottom line is, people aren’t going to buy from you if they can’t easily understand who you are, what you sell, how it will improve their lives, and how they can purchase from you. Use these tips to update your website accordingly and close the sale!