Most small to mid-sized business websites are built by web developers and web designers with little or no understanding of the commercial needs of your business. You can’t blame them because their expertise is in creative and technical services, not in your business.
There is a simple and fundamental process to consider when it comes to having a successful website:
- Define the goal of your website. Make it clear and measurable.
- Find your competitive advantage
- Create a user-friendly website that will engage your visitors to take action
- Measure the success of your goal and optimize your website
Here is a good example:
XYZ Candles sells candles that last 25% longer than any other candles in the market. They have a website with lots of information, but it doesn’t really seem to bring in a lot of customers. Here is what they did to turn this around:
XYZ Candles has a lot of information on their homepage, which overwhelms and confuses first time visitors. This causes over 80% of visitors to leave the site right away. When XYZ Candles finds this out, they remove all unnecessary information and organize the content. Now their homepage simply has product categories, best selling items and most importantly, a banner that links to a page that shows how their candle lasts 25% longer the competition. By doing this, their bounce rate decreases from 80% to 50% and sales increases by 40%.
XYZ Candles continues to analyze the performance of their website and make enhancements that cause more customers to buy and bring in more targeted traffic. They have a steady sales increase of 10% every month.
This simple process can actually help you keep track of what works and what doesn’t work and increase your bottom line. If you wish to find out how your website can improve your business in terms of sales and lead generation, please contact us for a free consultation.