Is your small business website driving the leads, customer engagement and sales you want? If it’s falling short of your goals, how can you help your business website perform better? Here are three steps to take.
- Focus on your target customers. If your website isn’t attracting enough customers, maybe it’s too vague and general. No business, or website, can succeed by trying to be all things to all people. Instead of casting a wide net, narrow your focus. Try developing a couple of “personas” that represent your target customer. Be as specific as you can. If your target customer is a busy mom, is she a working mom or a stay-at-home mom? How old are her children? What products is she looking for? Get as specific as you can; this will help you focus on the keywords that will drive that exact customer to your site. By pinpointing the specific groups you’re hoping to reach, you can develop a website that reaches out to those people.
- Focus on your customers’ pain points. A website is first and foremost a marketing tool, but sometimes small business owners forget this. Just like your other marketing materials, your small business website should show prospects that your business understands their pain points and is trying to solve them. Going back to the busy mom customer we mentioned above, if she is a working mom with an infant at home, one pain point might be the need to keep stocked up on diapers in order to avoid midnight runs to the convenience store. Your website and keywords should focus on solutions such as diaper delivery, diapers shipped to your home, auto-reorder of diapers and similar options.
- Focus on a call to action. Sometimes your business website is working well at attracting customers, but when they’re on your site, they just click around for a bit and leave. If customers aren’t taking action on your site, it’s probably because you’re not showing them a clear call to action. Every page on your site should drive customers to take a specific step, whether that’s “Buy now,” “Shop,” “Call us,” “Click to get a quote,” or “Chat with our operators.” If your product or service is one that doesn’t require a lot of thought, your call to action could be simple, such as “Buy now.” If it’s a product such as business equipment that requires a lot of hand-holding before a decision is made, there will be more steps involved, but you still need a call to action for each of those steps: “Click for more information,” “Request a quote,” etc. This is not the time to be subtle. Use action-oriented words that are very specific as to what you want customers to do. Emphasize them with color, hyperlinks and graphics.
Last, but not least, be sure that you test all the changes you make to your site by monitoring your analytics to see what users are doing. By making these changes, you’ll find your small business website driving a lot more business.
Image by Flickr user FutUndBeidl (Creative Commons)