What makes the best business website? Is it the one with the fancy graphics? Is it the one that is listed on the top of Google’s search results? Or, is it the one that makes the sale?
I think the answer is obvious. If your business website is not selling your products or services, it is failing regardless of whether it has great SEO or wonderful flash graphics.
So, how do you make the best business website? Here’s seven strategies.
1. Make it easy for people to find you. The best way to do this is to get at the top of the search engines for the keywords that your customers are most likely to search. For some businesses, this is surprisingly easy – if you know the code. Other industries are more competitive. There’s a temptation to rank high for any term, but keep in mind that you want to rank highly for the terms your customers search.
2. If you can’t get to the top in terms of organic search marketing for primary keywords, use paid search. You’ll get two times the number of customers as you would for the same expenditure on a yellow pages ad if your campaign is well crafted. Be sure to use the local option – there’s no need for people in Michigan to be clicking on your ads for a Los Angeles plumber.
3. Think through what people are seeing when they get to your site. Are they getting their questions answered? Before people will commit to putting down money, they want to know that your product or service will actually solve their problem. If you are a professional, they’ll want to know what you bring to the relationship, so a biography that sells yourself will be important. If you are offering products, you want to describe how they can be used.
4. We’re so used to space limitations in advertising. Even a full page yellow pages ad can’t contain much information. A television commercial is limited to 30 seconds. But, the internet offers virtually unlimited space to tell your story. Think through all of the ways people can use your products – and share them. If you are a therapist, provide lots of background information on psychological problems and solutions. In doing this, you pre-sell your business. You build a level of trust. You expand your visitor’s conception of how they can interact with you. This is a win-win scenario.
5. Keep the dialog open. Have a way for the client to ask you questions via email. Use a form to do this – for their sake and yours. Actually answer the questions in a prompt, professional manner.
6. Keep in touch. People aren’t usually ready to buy on the first touch. Offer them an incentive to opt into a regular newsletter. A free special report is the usual incentive, but you could offer discount coupons, free consultations, or free products as well.
7. Evaluate. Check out what your competition is doing. The web changes so fast that the best business website today is old news tomorrow. In some ways, advertising 10 years ago was much easier – you only had to update your yellow pages ad once a year. But, there are so many ways to reach potential customers today via the net. Staying up on the technology can make you incredibly successful.
So, the best business websites are, in the final analysis, ones people can find and ones that make the sale when they are found.